Inman on Tour: Increase the volume of real estate success in Nashville! Connect with industry pioneers and top speakers, gain powerful insights, cutting-edge strategies and valuable connections. Increase your business and achieve your most audacious goals – all with Music City Magic. Sign up now.
Cold call. Nothing can cause sales or marketing anxiety that involves real estate than these two words. why? While experts constantly want innovative ways to connect with potential clients, calm calling is the go-to method for perennials.
Cold calls have been a traditional practice of lead generation, but their effectiveness has declined in the face of new technologies and changing consumer preferences. The Federal Communications Commission’s (FCC) Robocalls and Robotexts new “one-to-one” consent rule was scheduled to come into effect on January 27, 2025, but the ruling was postponed to 2026.
This rule is part of the Telephone Consumer Protection Act (TCPA), enacted in 1991 to protect consumers from unnecessary telemarketing calls. The rule was to require marketers to receive “one-on-one” consent from consumers and receive robocalls and robot texts.
It’s in the news, so I’ll bring up that rule, but that ruling should not concern you, whether it’s postponed or canceled. why? I’m glad you asked.
The fact that agents are paying good money, and often valuable funds they can’t afford to spend, they get leads from people who don’t know anything about them, and vice versa. I really care about that. Why do you do this when you have direct access to people you already know and trust?
We understand that through rapid Google search, you can find many alternatives to cold calls designed to enhance engagement and promote meaningful relationships. However, it shouldn’t be necessary. Here’s what I recommend doing instead of a cold call:
Top 50 to win
Let’s start with the top 50. Imagine having a group of people who are your biggest fans and are always ready to spread the word about you and your service. That’s all about the top 50 systems. It’s about identifying important people in your life that knows you, trusts you, and is likely to introduce you to the business.
The magic happens when you stay in touch with them regularly. Do this through CRM. Your scheduled outreach doesn’t have to be flashy. Quick calls, friendly emails, or even handwritten notes can be amazed. The idea is to stay on their radar, as if they immediately think of you when they hear someone needs a real estate agent.
And here’s a little secret: Always aim to provide value. Share interesting market insights and helpful tips. This not only gives them information, but also places you as a professional who can depend on their eyes.
Also, don’t forget to touch your personal. Remembering birthdays and anniversaries can make a huge difference. It shows that you care about them as people, not just potential business sources.
Finally, don’t be afraid to ask for a referral. Ask for permission to seek referral. Let them know that you appreciate their support and help them connect with others who may need your expertise.
By focusing on these relationships rather than just what you want, you don’t just network. You are creating a community of advocates that can help you grow in your career.
It is recommended that clients interact with the top 50. Compared to cold calls, the top 50 is astronomically effective.
3-2-1 GO!
Another very effective way to efficiently exchange cold call efforts is to use what is called the 3-2-1 system.
Think of the 3-2-1 system as a daily action plan to keep your business moving forward. It’s simple, but incredibly effective. How does this work?
Every day, I focus on three important activities: First, reach out to three past clients or people in the database (again, there are the top 50). It’s all about looking at how they’re doing and providing the help and insights you can provide. This keeps you connected and the best mindset.
Next, we aim to add two new people to the database. These could be potential clients, leads, or people who may be interested in future buying and selling.
It’s about expanding your network and creating new opportunities. Where is it? The truth is that there are secondary alternatives you can implement after you work your top 50. They each have a time and place, so use them if necessary.
We recommend establishing networking events, meetings, webinars, online workshops, partnerships and collaborations. We always recommend community involvement. When attending a local event, adopt the idea of always serving regardless of the opportunity, and honestly, the opportunity will come. Each of these provides face-to-face interactions. This is also a head and shoulders on a cold call.
Finally, we learn one new thing every day. It’s about industry trends, new technologies, and even skills that can enhance your business. Continuous learning keeps you sharp and in front of the game.
By sticking to the 3-2-1 system, we are consistently building relationships, growing our databases and improving our skills. This is a simple approach that can lead to significant growth in real estate careers if done consistently.
Stay away from the cold
Cold Call may still have its place, but exploring these alternatives can provide you with a more effective and fun way to connect with potential clients. By building relationships and providing value, you can create sustainable lead generation strategies that match the preferences of both home buyers and sellers.
Verl Workman is the founder and CEO of Workman Success Systems. Connect with him on LinkedIn or Instagram.
