INTEREST
Connecting through understanding
Lee Woodward, Head of Digital Education, Realtair Academy
There’s an art to prospecting. And it’s not just about finding new leads; it’s about connecting and building trust with people to ensure a strong network and a steady stream of client listings into the future. Lee Woodward, real estate trainer and author, takes a fresh perspective on a familiar part of the sales process.
Supermarket giant Aldi is thriving because they understand their target market so well. They know how to connect with people in such a way that they queue up at the door on Specialbuys days. What’s Aldi’s point of difference when it comes to specials? It’s that you never know what you’re going to get (people love a surprise). Similarly, Apple is killing it because they too know their customers exceptionally well. To truly connect with your tribe, you also need to become exceptional at understanding your target market and learning how they tick. One of the most incredible things about the real estate industry is that everybody is moving at some point. This is true no matter how the property market is fairing. So why wouldn’t prospecting be on everyone’s daily radar? It’s the one activity that will keep the pipeline flowing in your business.
Putting prospecting on the menu “I make it a point to regularly ask agents what prospecting they are currently doing or are planning to do in the future, and it astounds me how often I am faced with a vacant look in response,” says Lee. He believes there are two key reasons for failing to prospect on a regular basis — fear of rejection and the fact that many have never monitored what works and what doesn’t.
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The Real Estate Institute of New Zealand
He notes, “If agents knew what worked for them, it would be on their prospecting menu. Imagine going to a restaurant and discovering there’s no menu. When the waitress asks for your order, how would you know what to select if you have no idea what’s on offer? Prospecting is no different. You need a menu of proven methods that work, from which you can make a selection." Lee’s latest book, How to Prospect for Future Business in Real Estate, provides readers with an extensive prospecting menu because it recognises that not all methods will suit all people. Drawing on 30-plus years in the industry and collaboration with some of the best in the business, Lee provides a clear, practical understanding of the techniques, the approach, the words and the thinking that will help you find and connect with people who are thinking of moving. Most importantly, he outlines how to develop genuine longterm relationships based on trust.
The trust factor “In order to build trust, you have to understand that real estate is about service first and foremost. Nail that part, and the sales and financial rewards will follow. Whether you’re new to the industry or a seasoned professional who has lost momentum and needs to get back on track. The old way of door-knocking and cold
