The key to success in real estate is lead generation, turning those leads into appointments, appointments into contracts and contracts into sales. Sales Associates want to generate as many leads as possible, in the shortest amount of time and at the least expense.

1. Fundamentals in Real Estate
Part – 3
Prospecting Systems
Pranav Pandya
Franchise Development Manager
RE/MAX Mumbai Gujarat Maharashtra

2. RE/MAX Mumbai Gujarat Maharashtra
Recap
• Part 1 - Getting Started
o Nature of the work
o Market trends
o Become the Sales Associate of choice
o Four reasons why Sales Associates fail
o Sales Associate mission statements
o Goals
o Marketing plan

3. RE/MAX Mumbai Gujarat Maharashtra
Recap
• Part 2 - Marketing
o Needs and wants of consumers are changing
o The brand
o Marketing a service
o Building relationships
o Marketing rules
o Personal promotion
o Specialize
o Elements for your marketing plan

4. RE/MAX Mumbai Gujarat Maharashtra
Today’s Agenda
• Repetition
• Seek opportunities for leverage
• Six steps to getting started
• Farming
• Direct response marketing
• Expired listings
• For Sale by Owner
• Ad/sign call system
• Open houses

5. RE/MAX Mumbai Gujarat Maharashtra
Methods of Prospecting
• Passive – Waiting for business to come to you -
floor time, website leads, and open houses.
• Active – Referrals, FSBO’s, expired listings,
canvassing – door knocking, cold calls.
• Purchase – Ads, signs, flyers, personal brochures,
media – radio, TV, billboards, ad words.

6. RE/MAX Mumbai Gujarat Maharashtra
Prospecting is:
• Giving a business card to everyone you meet.
• Letting everyone you meet know you are a RE/MAX Sales
Associate
• Asking for business
• Farming and personal leads
• Preparing a personal brochure
• Advertising
• Sending thank-you cards to everyone who helps you
Ask everybody for business - friends, relatives, the dentist,
everybody. Remember, if you don’t ask, the answer is always “no!”
Realize that prospecting is a numbers game.

7. REPETITION

8. RE/MAX Mumbai Gujarat Maharashtra
• There are lots of myths about prospecting, like the
one that “You can only call a prospect once.”
• Your prospect doesn’t want to buy from you today
but they may tomorrow.

9. SEEK OPPORTUNITIES FOR
LEVERAGE

10. RE/MAX Mumbai Gujarat Maharashtra
Some people are able to send you a
lot more referrals
• Lawyers
• Loan Executives and bankers
• Builders and developers
• Companies needing relocation services
• Human Resources departments
• RE/MAX Sales Associates across the system

11. RE/MAX Mumbai Gujarat Maharashtra
Prospecting Method
• Online campaign
• Signs
• FSBO (For Sale By Owner)
• Mailers
• Open Houses
• Past clients and centers of influence
• Door knocking
• Farming

12. RE/MAX Mumbai Gujarat Maharashtra
6 Steps to getting started
1. Get your current list all in one place.
2. Make contact the way you usually do.
3. Go ahead and categorize by how you know them.
4. Develop your announcement content and send it
out.
5. Plan ongoing contact and do it!
6. Do some quick list-building activities.

13. FARMING

14. RE/MAX Mumbai Gujarat Maharashtra
A Farming System:
1. Keeps your sales volume consistent.
2. Avoids burn out.
3. Increases your income.
4. Offers you a better quality of life.

15. RE/MAX Mumbai Gujarat Maharashtra
• Neighborhood farm
• Look for Good Turnover
• Know Your Competition
• Consider Distance
• Give away and send out items of value
– Magnetic business cards or calendars
– Promotional flyers or postcards
– Notepads
– Just listed/just sold cards

16. RE/MAX Mumbai Gujarat Maharashtra
– Free market evaluation certificates
– Emergency (police, fire) contact phone numbers on a magnet or a
letter opener
– Magnetic memo pad
• Effective mailers
• Results of farming

17. DIRECT RESPONSE
MARKETING

18. RE/MAX Mumbai Gujarat Maharashtra
To be effective:
• Targeted
• Measurable
• Personal – you know who gets it
• Testable – test headers, copy, color
• Flexible – you can change it easily

19. RE/MAX Mumbai Gujarat Maharashtra
• Direct mail campaigns
– Identify your objectives
– Sell benefits not features
– Include an offer. Give your prospects a reason to respond—now
– Personalize
– Keep it simple
– Always include a call to action (CTA)
– Include a response device
– Deliver
– Use targeted lists
– Track and measure your results
– Mention your offer immediately
– Show a picture
– Feature words
– Use testimonials

20. RE/MAX Mumbai Gujarat Maharashtra
Ideas for brochures and information
pamphlets
• How to Sell a House That Didn’t Sell
• Easy Fix-ups to Sell Your Home for the Best Price
• First-time Buyer information booklet
• Home makeovers that every seller should know
• Relocation Handbook
• Buyer’s Guide / Seller’s Guide

21. EXPIRED LISTINGS

22. FOR SALE BY OWNER (FSBO)
SYSTEM

23. AD CALL SYSTEM

24. OPEN HOUSES

25. RE/MAX Mumbai Gujarat Maharashtra
• Why Open Houses are Important
• Open House System
• Open house checklist
• After the Open House

26. THANK YOU