Personality based prospecting is an essential concept to understand in the world of real estate. It is born out of years of pragmatic based leadership. As an industry we teach the same fundamentals, with little to no results. To focus on profitability, we need to strip away the ineffective and inefficient. Bottom line, we want to put our energy into what works.
Our productivity secret sauce (which we share openly), is founded on what statistically works. In our coaching program, it starts with the same base. First, every agent needs to focus on building their book of business intentionally and consistently. Second, every agent should be building a B2B program with the other influencers in their market. Third, every agent should be marketing to a specific niche.
The secrets to productivity diverge from there into the individual core values, inherent strengths and luxury archetype. Once all those things are in place, we then turn to prospecting. Personality based prospecting, takes the fundamentals (all of which work), and gives you a look through a lens of what will most likely work for you. There is no right or wrong personality combinations, just different ones with varying skills and attributes.
Personality Based Prospecting
First, ask yourself how you tend to act at a party. At the end of the night, did you talk to everyone in the room? Or do you find you had only one or two deep and connecting conversations? If you find the former relatable, you tend extravert. The latter, you tend more introverted.
Second, ask yourself if you are the more aggressive “make things happen” type of person? Or, do you prefer to set the table and make people feel amazing when they come to you? If you are in the first group early jobs may include outside sales, network marketing or some form of multi-level business. If you are in the latter, you early jobs may include hospitality or retail.
The Passive Introvert
Historically, this is the most misunderstood group. Introverts are thinkers. Passive tendencies like to make people feel welcome when the client chooses to show up. No one shines better with internet leads and inbound phone calls. They tend to be good at the diligent and consistent follow up necessary to work the inherently large pipelines needed to close transactions from these lead types.
The Passive Extrovert
This is the largest personality coupling in real estate. Networking events and open houses are your best go-to. Expand your mind and understand networking events outside of real estate are best and so are the organic meetings vs the professional ones. Likewise, don’t just think of open houses as weekend only activities. If you keep in mind the point is to find active, ready and willing clients, quality is better than quantity.
The Aggressive Introvert
This is the only group who should be working the FSBO and Expired crowd. This personality coupling is much better with a sniper approach. Work a small but highly focused pipeline with a high emphasis on “dog on a bone” follow up.
The Aggressive Extrovert
Door knocking, cold calling and our Micro Market Management program are the most effective tools in your bag. This type is not afraid of dogs, people and feel compelled to make a friend of everyone they meet. They do best worth low hanging fruit and only seem to care about people who are interested in doing something today.
Think of personality based prospecting as a volume knob on a radio. You can adjust it at will as you need based on how your business is performing at the moment. One word of caution, don’t get romanced by the sales pitch offered on methods outside of your individual lane. You will spend a small fortune, either in time or money and be frustrated with your return. By focusing on one or two things, you will develop mastery and out skill your competition who is still trying to get good at everything.