Residential Real EstateReframe Prospecting Into Lead Generation Activities
Prospecting, the bane of agents old and new; "I should be, I need to, I"ve got to, I have to," never "I want to" are the words I hear whenever the subject matter is brought up. Prospecting conjures up visions of knocking doors and sweating hours on the phone cold calling.
Oh, I know. "We can"t call anymore since the do-not-call law came into effect." Sure, like most agents ever called in the first place. It seems that the word "prospect" causes most to cringe, get the hives, or much worse. Prospecting is just stressful, let"s face it. Whenever we discover something we don"t like, we simply need to reframe it to make it palatable.
"Diet" is a good example of a word that needs reframing. "Diet" has been framed to be negative. Actually "diet" is a positive word, Webster"s first two definitions are: "food and drink regularly provided or consumed" and "habitual nourishment."
There"s nothing negative about that; however, listen to how the word is used today: "I can"t, it"s not on my diet. I have to go on a diet. This diet is killing me. I just can"t stick to my diet. I just blew my diet." Diet is now a negative word and, I must say, it doesn"t work for me. I used to proclaim every year that I was going on a new diet, bound and determined to lose a few pounds, instead I would gain.
I don"t know about you, but my brain will not let me lose. I"ve programmed my subconscious that I am not a loser. So, when I told myself I was going to lose a few pounds, the internal computer called the brain said, "No you"re not big, guy, you don"t need to lose anything." So I would unconsciously eat more to insure the no-lose program.
Ah, to reframe. Take something that the brain believes, even if it"s wrong, and tweak it. Change the words, statements, or ideas slightly to create a positive action or reaction.
Since I could not lose weight, I began to "give it away." That was positive and easier than diet or loss. And in the last two years, I"ve given away 25 pounds. Tada!
That"s why you should reframe the word "prospecting," and start with the positive "lead generation activities" (LGAs). Prospecting is difficult; LGAs are easy. What are LGA"s? In the wonderful world of real estate, LGAs are any activity where your involvement could lead to the development of a listing, sale, or referral. How simple is that? List, sell, or refer are the ways we sales associates generate income, correct?
Then everything we do is lead generation.