Most real estate prospecting strategies focus on the pursuit of business, or going out there and actively looking for targets to prospect. Fair enough.
But you can also generate a significant amount of business for yourself using attraction-based strategies that don't require you to pursue anyone. Imagine, a business where good prospects come to you looking for help. Doesn't that sound like fun?
If you love being a real estate agent and you know your market, you can attract business left and right, as long as you're out there in the world with your antenna up and a smile on your face. You don't need to shove your business card at everyone you meet, or dazzle them with a fantastic elevator speech. If your enthusiasm and expertise shine through in your casual conversations, the people you know and the people you meet will want to do business with you, if they have business to do.
The trick to an attraction-based real estate business is to always be doing a couple of things.
First, always be mastering your market. The more intelligently you can speak about the local real estate market, the more magnetic you'll be when you're talking to people. For example, when you're invited to a party, try to check out the market in the area of the party ahead of time. That way when you're mingling at the party and real estate comes up, you can talk about "that house down the block that's been on the market for 9 months," and you'll know why it hasn't sold. You'll also know about the one around the corner that just came on the market last week. Even if you don't use the knowledge you obtained during your pre-party previewing, karma seems to work with you and will put you in a position to use it soon.
Seriously, a real estate agent who knows his market exudes a confidence that will draw people to him.
Second, you should always be looking for opportunities to put your smiling face and your market expertise in front of other people. Now when I say this, I don't mean that you should make a nuisance out of yourself in public on a regular basis. Do that and you might find yourself avoided. Instead, open up room in your calendar for casual socializing. Accept invitations you might normally decline. Make a concerted effort to go to lunch with friends two or three times a week. Pick up the phone to ask a friend a question instead of shooting off an email. Go into the bank instead of through the drive-thru lane.
Every single person you meet every single day has the potential to bring you a paycheck. And you have no idea who that person will be. It could be your mailman, your hairdresser, or your dog-sitter. It could be the lady you sat next to at the nail salon. Every time you venture out into the world with your antenna up and a smile on your face, you could meet your next biggest client.
But, that probably won't happen if when you venture out into the world you don't come across to people as someone who loves and is good at their job. And that's not the impression you leave when you're always in sales-pitch mode. So, leave the sales pitch at home, focus on being a great real estate agent who loves her job and knows her market and stays in touch with the people she knows without ever pestering them for business and referrals. I think you'll find that you'll attract far more business than you have in the past, and have a heck of a lot more fun doing it.