Is Laser-Focused Prospecting Really Necessary?

Most real estate sales training is focused on: Focusing. Or perhaps more aptly: Laser-focused prospecting.

Agents are taught to do "it" for three hours a day, whatever "it" is, no interruptions, no excuses. Do "it" until you reach your goal of x number of contacts, appointments, etc. Lather, rinse, repeat. Every day.

Eventually, they say, you might even enjoy "it" and start to see relationships between how much of "it" you do and how many houses you sell. The more of "it," the more of the other.

Whatever your "it" of choice is -- FSBO's, expireds, cold-calling, door-knocking, farming, blogging, advertising, SOI'ing, open-housing, lunch-dating -- just remember the "Good Old Numbers Game" and do "it" more.

Fair enough, but it occurs to me that in the real world, real estate business can actually come from dozens, or even hundreds, of different sources.

You can get business from your best friends, your good friends, and your acquaintances. You can get business from open houses, sign calls and floor time. You can get business from your lawn guy, your graphics gal and your insurance agent. You can get business from your broker, other agents and lenders. You can get business from street fairs, coffee shops and happy hours. You can get business from current clients, current prospects and past clients. You can get business from your website, from blogging and your Realtor.com banner ad.

You met your last client at the coffee shop. Does that mean you should only prospect at the coffee shop? You listed a FSBO last week, does that mean you should only seek out FSBO's? The answer is, "No".

Real estate business is everywhere; it's all around us. Good prospects cross our paths every day, from a wide variety of sources. Sometimes they cross our paths in the course of doing business, like when we hit it off with an open house visitor or have a great conversation with an office walk-in. Other times, it seems much more serendipitous, like when we meet a new-home builder at a friend's wedding or share an elevator with a man who was just transferred to town. And even if these particular encounters don't result in immediate business, you never know who THEY know who might need someone just like you.

So, focus on keeping your antenna up and a smile on your face as you go about your day, and I think you'll be surprised at how effective this strategy can be!

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