Is cold calling the key to success?

by Olivia D'Orazio07 Oct 2014
Agents are choosing to forego bus ads and billboards, instead turning to their past clients in order to drum up business, signs of a particularly competitive market where sales reps outnumber listings.

“I’m calling my circle of influence, cold calling the people in my database,” says Tristian Makurane-Clunis, an agent with Royal LePage in Toronto. “My main focus is my database and referral business.”

Derek J., in the REP online forum, said billboards are not as useful as they once were. “The problem with a billboard is that it's really hard to tell whether an inquiry has genuinely come from that board – their real use is as a brand awareness tool,” he wrote. “I find my best results are, as ever, cold calling.”

But while personal, cold calling is also time consuming. Some agents prefer to email or send out an electronic newsletter. Any form of contact that will get your name on clients’ minds is a good thing. For the clients with whom he’s closer, Makurane-Clunis adds a more personal touch.

“Postcards and mail,” he says. “I just send those to people who actually know me.”

The extra effort involved in mailing a handwritten postcard can go a long way in enticing a past client. Still, Makurane-Clunis says agents shouldn’t underestimate the power of a phone call.

“Three words: keep in touch!” Makurane-Clunis says. “Always keep in touch, always call – something.”

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