Prospecting often feels like a fruitless labor. You can send out 500 mailers and receive no response. You can spend the day cold calling and your best lead is somebody who asked you to call back in six months. It can become discouraging and seem like a waste of time and money. The reality is that it takes time and consistency.
Most of the calls I receive now are the result of somebody receiving a flyer or letter from me several times over the past few years, or from the guy I’ve been leaving voicemails for the past six months. While I do sometimes get lucky and get a great lead right after a round of marketing, most of my leads take months or years to get.
As much as we would like everybody to be ready to buy, sell, or lease when we need a commission check, the truth is that people are ready when they’re ready. Most will end up being ready at some point, and if you’re the one whose name they’ve read several times in mailers you’ve sent, or whose number they already have stored in their voicemail, you’re the one they’re most likely going to call. You can’t control when somebody is going to be ready to do a deal, but you can greatly increase your chances of being the one they call when they are.
The only way to make this work is to have a plan. Decide who you’re going to stay in front of, what kind of information you’re going to send them, and how often you’re going to do it. Bonus points if you send them information that is truly beneficial to them.
This usually won’t provide you instant results, which might sound quite unappealing if you need your pipeline full now, but you’ll be thanking yourself in six months if you start now. They say the best time to plant a tree was 30 years ago, and the second best time is now. Prospecting is the same.