One of the not-so-secret secrets to sales success is to build on past success. That is what the 10/10/20 technique is all about, and here is how it works:

When you list or sell a house, knock on the 10 doors to the left and right of the house you just sold and the 20 doors across the street and distribute your postcard with a handwritten note letting the neighbors know that you have listed or sold their neighbor's home.

That is it. That is all it takes to start generating new clients. It should take you less than an hour. Most of the neighbors are not going to want to talk with you at length. In less than an hour you have the potential of reaching 10,000 people.

Whoa! Where did that 10,000 number come from? According to my estimates, from attending weddings and anniversaries, every person knows at least 250 other people. By contacting 40 people in the area, you indirectly contact nearly 10,000 more, and everyone in sales, particularly in real estate, know that selling is all about meeting people and building relationships.

The 10/10/20 technique is just another way of networking, but this form of networking is much less formal than most and creates a grass-roots marketing campaign that spreads like a virus. As the neighbors begin to talk about that agent who had the courtesy to knock on their doors and let them know what was going on with that house that was for sale down the street, word will begin to spread far and wide, and prospective clients will begin calling.

I recently shared the 10/10/20 technique with a coaching client of mine Domenic Manchisi. An excellent student, Domenic actually practices what I teach.

He even decided to add a little of his own flair to the technique. After he helps clients find and purchase the home of their dreams, he takes a photograph of them in front of their new home and places the photo on the postcard that he hands out to the neighbors. This nice touch helps introduce the new family to the neighborhood.

Domenic reports that the response has been overwhelming. As soon has he sells one house, he has two more listing appointments waiting for him. According to Domenic:

"The people who are home when I go to the door are very impressed, as no other realtor in my community does this. The sellers love it and see first-hand how hard I work for my clients."

"Recently in my home town of Milton, Ontario, we had a home show a three-day event held in the local sports arena showcasing local businesses. My office, Prudential Town Centre Realty, had a booth, and my team had a majority of the floor time. We handed out my personal brochure along with a copy of our Marketwatch newsletter and spoke to everyone who walked by.

"At the time of the home show, I had been doing the 10/10/20 for about a month and I was surprised at the recognition I got for just that. Many people commented on me coming to their door. My marketing campaign to my farm of 10,000 has been going on for four months. Between that and knocking on doors, everyone seems to know my name. I am really starting to see how all this comes together. Not only am I enjoying the experience of getting out in the community and meeting my neighbors, but my profile in the business community is also growing."

Although you can adjust the technique by handing out business cards, instead, the postcards are something a little different and less business-oriented and they give you more flexibility do add a personal touch like Domenic did.

Try this new guerilla marketing maneuver, and then write to me to let me know how it is working for you.

Published: January 3, 2008

Use of this article without permission is a violation of federal copyright laws.

Ralph R. Roberts, CRS, GRI is an award-winning and internationally recognized real estate agent, author, coach, and speaker. Throughout his career, Ralph has proven his commitment to helping other real estate and sales professionals build upon their past and present success, grow and expand their businesses, and provide a rich and rewarding future for themselves, their customers, their employees, and their families. As president and CEO of Ralph Roberts Realty, Ralph has personally helped thousands of consumers realize their dream of homeownership. While selling over 10,000 homes (and buying and selling over 3,000 investment properties) throughout his 30-year career, Ralph has made the time to mentor and coach hundreds of professionals in real estate, sales, and a host of other fields. Ralph is a recognized authority on Real Estate and Mortgage Fraud; Residential Real Estate; Personal Salesmanship; Sales Force and Office Management, Motivation, Design, and Team Building; and Foreclosure Self-Defense and Loan Modification, fields in which he has demonstrated his commitment to preserving the American Dream of Homeownership. Ralph's numerous websites, blogs, seminars, and speaking engagements engage, entertain, and educate both consumers and professionals. Ralph is also an accomplished author with several successful titles to his credit, including: Power Teams: The Complete Guide to Building and Managing a Winning Real Estate Agent Team Financing Real Estate Investments For Dummies (John Wiley & Sons) Mortgage Myths: 77 Secrets That Will Save You Thousands on Home Financing (John Wiley & Sons) Foreclosure Self-Defense For Dummies (John Wiley & Sons) Protect Yourself from Real Estate and Mortgage Fraud: Preserving the American Dream of Homeownership (Kaplan) Foreclosure Investing For Dummies (John Wiley & Sons) Foreclosure Myths: 77 Secrets to Saving Thousands on Distressed Properties (John Wiley & Sons) Advanced Selling For Dummies (John Wiley & Sons) Flipping Houses For Dummies 52 Weeks of Sales Success (John Wiley & Sons) Walk Like a Giant, Sell Like a Madman (John Wiley & Sons) Cross-Cultural Selling For Dummies (John Wiley & Sons) To learn more about Ralph, visit AboutRalph.com, check out his daily insights on real estate and mortgage fraud prevention at FlippingFrenzy.com, or visit his latest blog dedicated to helping distressed homeowners fight foreclosure, KeepMyHouse.com. You can reach Ralph at or by calling (586) 751-0000.