This video is perhaps the perfect introduction to the rest of this post.
Are You a “One-and-Done’er?”
How many times do you call on a prospect?
If you’re working with banks or other institutional sellers, I don’t care if you’re an investor, a broker, a bird-dog, a “flipper”, you’re in sales.
It may be that you’re selling “a fast close” or “immediate liquidity for non-performing notes” whatever it is… trust me, you’re in sales. So let’s talk about what a solid prospecting plan looks like.
Too often I’ll hear from people who want to try the business out. They get all fired up about making money then they contact me 30, 60, 90 days later and say
“this doesn’t work”
“I’m going to try [enter name of get rich quick / real estate niche plan here]”…so sad.
Worse than being sad its a drag on the industry. It clogs up the works. If your stamina can only take you 30 or 60 or 90 days into an endeavor do everybody a favor and get out of real estate – forever. Because you’re not cut out for it. Showing up to annoy a few people and say some stupid stuff for a month doesn’t help anybody. Quit now.
But You’re a Professional
OK, so now that all the drips have gone off to write me hate mail and it’s just you and me talking let’s get real.
If a sale doesn’t happen like Tibor has said in the video above until between the 5th or 12th contact then you need a plan to be able to get to the finish line.
What does your first contact look like? Your second? Your twelfth? Chances are you don’t have this mapped out and your answer is that you don’t know… and thats OK, but let’s make a plan.
Let’s not just make a plan let’s develop a system.
When you work from a system you become a deal doing machine. You feed potential leads into the hopper at the front end and auto-magically your machine spits out deals on the other.
One of the best explained clearest plans I’ve seen is Gary Keller’s 8X8 and 33 Touch system. This can be applied to nearly any prospecting.
Gary’s system involves an intensive once per week contact for the first 8 weeks followed by 33 more touches over the course of a year. What would happen if you put together and then executed a strategy like this.
What would happen if you implemented a plan to systematically contact your top 200 or 300 contacts from the top 100 banks that you want to do business with, on a schedule, for the next 12 months?
Be the (Wo)Man With a Plan
- Determine who the best 100 banks or other institutional sellers are for you based on their portfolios and the vitals we talk about.
- Start identifying contacts to add to your system so that eventually you have 150-300 (1-3 per bank-ish)
- Write out a contact plan
- Execute the contact plan for each contact
What’s your plan going to consist of?
I’ve talked before about the fact that you need to be adding value to the lives of your prospects or the business is going to go to someone who is. Think about where it is that you can add value and start putting together some materials.
You can talk about valuations, the state of the industry “How to” maximize your return on X or Y, San Diego (or Vegas, or Boston) single family home price trends, WHATEVER, there is something you know about and your prospect can benefit from and you can send it to them… and if you can’t come up with anything smart then send holiday cards with a reminder of what you do or a Starbucks gift card, send something of value.
A Prospecting Blueprint
Let’s have a look at what an example prospecting blueprint might look like. Let’s say that 8X8 makes you nervous and 33 sounds crazy and you want to go a little easier.
We’ve agreed you’re going to add 50 prospects into the hopper per week for the next 4 weeks. Each time you do this is what the pattern is going to look like (I’ve pasted this as a spreadsheet image at the bottom of this post in case you’re a geek like me).
- Week 1: Mail
- Week 2: Call
- Week 3: Email
- Week 4: Connect or message on Linkedin
- Week 5: Mail
- Week 6: Call
- Week 7: Email
- Week 8: Mail
Then follow up each month
- Alternate Calls then Emails
- Mail something (think: helpful newsletter or oversized postcards)
Totals Per Prospect For 1 year
- Calls 8 – Cost: $0
- Emails 7 – Cost: $0
- Mail 12 – Cost: $8.40
- Total: 27 “touches” $8.40
What would happen if you committed to adding 50 prospects to your funnel each week for the next 4 weeks. That is to say well researched clearly identified prospects?… and then you did this.
Week 1 Mail 50 pieces (Add 50 prospects)
Week 2 Mail 50 pieces Call 50 contacts (Add 50 prospects)
Week 3 Mail 50 pieces Call 50 contacts Email 50 people (Add 50 prospects)
Week 4 Mail 50 pieces Call 50 contacts Email 50 people Connect w/ 50 (LinkedIn) (Add 50 prospects)
Week 5 Mail 50 pieces Call 50 contacts Email 50 people Connect w/ 50 (LinkedIn)
Week 6 Mail 50 pieces Call 50 contacts Email 50 people Connect w/ 50 (LinkedIn)
Week 7 Mail 50 pieces Call 50 contacts Email 50 people Connect w/ 50 (LinkedIn)
Week 8 Mail 100 Call 50 Email 50
Week 9 Mail 50 Call 50 Email 50
Week 10 Mail 50 Email 50
Week 11 Mail 50 Call 50
Week 12 Email 50
*** Now you’re past lift off, now you’re going on farm/maintenance mode ***
Week 13 Mail 200 Call 50
Week 14 Email 50
Week 15 Call 50
Week 16 Email 50
Week 17 Mail 200 Call 50
…. and so on for as long as you’re in the business and feel free to add people as you go in batches or individually but give them all the same well thought out treatment.
Look at what happens above. In the beginning is where all the “heavy lifting” comes in but guess what – if you break down these numbers into bite-sized pieces it really isn’t that much at all.
For the first 10 weeks of “heavy lifting” you’re only talking about 10 calls and 10 emails on average per day.
After you hit “cruising altitude” you’re only talking about an average of 5-6 calls and 5-6 emails per day.
If you’re looking at this saying “man that’s a lot of stamp licking” – STOP thinking like that. You can get stuff professionally printed and mailed first class, even an 8 page newsletter, for as little as 70 cents you’ll simply upload your list, set it and forget it.
There will be no doubt in your prospects mind about who you are, what you do and how you can help.
Heck if all you did was mail something once a month you’d be MILES ahead of your competitors.
Putting together a plan for well thought out systematized prospecting might be the most important thing you ever do in your career.
I Dare You
I dare you to write out and then begin executing a plan.
You can do this.