Prospecting is the real business

Real Estate Agent with YourStories Realty Group powered by Castles Unlimited® MA# 9517963

Prospecting is the real business even though we are in the real estate business.  In most states it is not too difficult to get your license to sell real estate. It is always less time and less money than any college degree. Lots of people have their license.  The low income averages of real estate agents across the country I am sure have lots to do with people who have a license and work barely at all, part time or not very well.  Following the adage that even the blind squirrel can find the nut sometimes then any agent can find a listing or a buyer at some point.

The difference between a below average agent and the good to great agents is the good to great agents understand that we are not in the real estate business we are in the prospecting business. We are tasked, no, let me say this differently, we have the duty and Larry Lawfer testimonialopportunity to follow our local real estate market every single day and understand what is going on in it so that we can explain that to our sphere of influence, clients and prospects.  Should we fail on this simple task even for one day we are missing our opportunity.  If you are an agent who thinks the market is slow, or difficult I have to say, it is not the market it is you.  You are responsible for talking to people on a daily basis about what is going on in the market.

Food, Shelter and Clothing are the three primary needs of all humans.  Real Estate is number two on that hit parade. Everyone needs a place to stay, everyone will move at least once in your life. Prospecting is your job as an agent so that you can find these people and help them. Give it a try on a consistent basis for a week and watch what happens to your life, Prospecting is the real business

Posted by

Larry Lawfer, Realtor®YourStories Realty, It's all about you,

Larry Lawfer


Realtor®, Director of Marketing

YourStories Realty Group powered by Castles Unlimited®

837 Beacon St

Newton, MA 02459, 617-774-8292

Comments (65)

Lyn Sims
Schaumburg, IL
Schaumburg Real Estate Agent Retired

What's wrong with the handicapped squirrel method?

Jan 19, 2015 02:27 AM
Lloyd Binen
Certified Realty Services - Saratoga, CA
Silicon Valley Realtor since 1976; 408-373-4411

You got it.  Prospecting determines our success or failure.

Jan 19, 2015 03:57 AM
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

We have the ABC's in Real Estate -- Always Be Closing ... well that will happen as long as we understand the job of a REALTOR is ABP -- Always Be Prospecting!

Jan 19, 2015 04:18 AM
Gene Riemenschneider
Home Point Real Estate - Brentwood, CA
Turning Houses into Homes

Very little of the Licensing exam actually touches on marketing or what our job is primarily about.  

Jan 19, 2015 06:06 AM
Nathan Gesner
American West Realty and Management - Cody, WY
Broker / Property Manager

As a property manager with plenty of growth just from word-of-mouth, I didn't pay much attention to prospecting. Now it is at the forefront of my mind and I'm always letting people know who we are and what we can provide them. Thanks!

Jan 19, 2015 07:15 AM
Greg Riley
Prudential AllStar Realtors - Rio Rancho, NM
e-PRO,RECS, Rio Rancho Real Estate

Reminds me I am going to start prospecting expired's tomorrow ha ha it's painful getting started but once you get going it seems natural!

Jan 19, 2015 09:37 AM
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

Without prospecting we have no clients.  It is essential to keeping our business alive.

Jan 19, 2015 12:34 PM
Bob Crane
Woodland Management Service / Woodland Real Estate, EXP - Stevens Point, WI
Forestland Experts! 715-204-9671

Great post Larry, prospecting is the key to every business.

And you are right the bar of entry to real estate is far too low, of course those who sell these licenses are not concerned about quality, just about selling more licenses.

Jan 19, 2015 12:53 PM
Margaret Woda
Long & Foster Real Estate, Inc. - Crofton, MD
Maryland Real Estate & Military Relocation

The better agents schedule prospecting on a consistent basis, but prospecting can take different formats. When I was at my best, I wasn't cold-calling or door-knocking... I was attending my kids ballgames, spending time on the golf course, actively participating in community organizations, and talking real estate whenever the opportunity presented itself. For me, this never felt like work but it was prospecting.

Jan 19, 2015 01:20 PM
Keith Strawn (Ballenger Realty) - Beaufort, SC

Prospecting is the real business. Every day. And, Larry, we know that we don't have to be obnoxious with our prospecting. Prospecting is listening, and paying attention your surroundings. Well-said, Larry.

Jan 19, 2015 08:06 PM
Kevin Mackessy
Blue Olive Properties, LLC - Highlands Ranch, CO
Dedicated. Qualified. Local.

It definitely is a testament to your skill if you are able to produce results after getting your license.  Lots of people get them but only a handful can make the most out of it. 

Jan 20, 2015 03:11 AM
Centerville, KS

We all wear 3 hats: CEO, CFO, COO and as the CEO we must market and prospect the heck out of our business to be successful!

Jan 20, 2015 04:28 AM
Claude Labbe
Real Living | At Home - Washington, DC
Realty for Your Busy Life

Some days, I think real estate is easy & prospecting is hard.  Those are usually the days I'm deep in the muck of a transaction and getting dirty and having fun.

Some days, I think prospecting is easy & real estate is hard.  Those are the days when I'm meeting people and talking and having fun and reminding people how I can help solve their r.e. problems.

You've got to do both, and you've got to enjoy both.

Jan 20, 2015 01:57 PM
Larry Lawfer
YourStories Realty Group powered by Castles Unlimited® - Newton, MA
"I listen for a living." It's all about you.

Claude Labbe Work is sometimes doing what you don't want to do or don't like because that is the difference between good and great.  I know you know this.

Sean Williams While we may wear many hats, we need to know what our top priorities and do those first. 

Kevin Mackessy We do make what we want, and there are some who havent the right priorities to succeed or the right training.

Jan 20, 2015 08:15 PM
Liane Thomas, Top Listing Agent
Professional Realty Services® - Corona, CA
Bringing you Home!

So true! If I'm not making calls today, the phone will not ring tomorrow. In my model, I am prospecting 15 hours a week. It works.

Jan 21, 2015 08:16 AM
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Larry - you are spot on.  The reason many people fail is because they are spending time doing the wrong things.  Network, prospect, build relationships, and stay out there.

Jan 21, 2015 08:22 PM
Ernest Villafranca
Better Homes and Gardens Real Estate - Oakland, CA
3923 Grand Ave. Oakland CA, 510-418-9443

You made me remember Mike Ferry.

Jan 25, 2015 01:20 PM
Rose Mary Justice
Synergy Realty Pros - Dandridge, TN
Synergy Realty Pros

You are right on. Prospecting should be done every day in order to succeed.

Feb 06, 2015 11:30 PM
Winston Heverly
Winston Realty, Inc. - Atlantis, FL

A super post I came across among the many archieves and frequent bloggers. Thanks for being apart of Active Rain.-

Apr 10, 2015 01:17 PM
Troy Erickson AZ Realtor (602) 295-6807
Good Company Real Estate - Chandler, AZ
Your Chandler, Ahwatukee, and East Valley Realtor

Larry - Great post, and I couldn't agree more. Without prospecting, we have no real estate business.

Dec 18, 2015 12:16 PM