Previously I thought that if we go out door-knocking or making phone calls and talking to people eventually we will get to know so many people that they will start calling us and we will start getting a ton of business, which will lead to us making a lot of money and being successful.
Then I realize after studying the big companies like the Wal-marts, Coke, Pepsi, etc. that the reason why they spend so much money on advertisement is to gain mindshare. I don't know about you but when most people want a soda, they either go get a Coke or Pepsi. Want fried chicken? KFC or Popeyes.
What I am getting to is that most potential real estate buyers and sellers can and most likely do business with the agent that is the #1 or #2 on their mind. Of course there are exceptions like if a handy and knowledgeable agent showed up at a distressed home owner's doorstep at the right time, then they would get the listing. But in most cases the 1st or 2nd choice agent would get the listing.
So how do we make sure we win those first two positions of real estate mindshare? Through a strong lead-generation effort, which I will wrote more about soon after I finish doing lead generating.
Before I go, this makes sense because for the past few years my family every Friday would have a movie night at home where we will one week have pizza where we either order from Domino's or Pizza Hut, while another week have fried chicken from KFC or Popeyes. There are better locations, but it is those little voices that makes us choose #1 or #2 at the end.