Real Estate Agent Uses Old And New Strategies For Success

Any real estate agent will tell you that business is all about building relationships. To do this, many use their "sphere of influence," or social network. Some form alliances with relocation companies or other business professionals for their referrals. Then there is the traditional "floor time" (working the reception desk of a real estate office), open houses, and mass mailing postcards to neighborhoods.

"Postcards and references will only get you so far," said Steven Ross, a real estate agent with Coldwell Banker, who specializes in the Dos Vientos/ Newbury Park area. "You can't be successful in this business without talking to people."

Ross, married and a father of three, is relatively new to selling real estate and decided his best bet was to go door-to-door.

While the idea of going door-to-door might conjure up visions of slamming doors and ferocious, barking dogs for some, Ross sees it as essential to his real estate success. "My goal is to knock on 15,000 doors this year," he said. He has already passed the 7,000 mark.

While most agents are familiar with door knocking as a practice, few do it. Many use "door dropping," which consists of leaving a card or a pamphlet at someone's door without actually meeting anyone. Then there is "walking a neighborhood." "That is when agents walk the street and say 'hi' to anyone who is outside," said Ross. Still not the kind of risk that door knocking presents.

Steve Shull, president and CEO of Performance Coaching, a business coaching company offering business building and sales skills training to real estate agents, claims that knocking on doors is the most effective action an agent can take.

"Most of my clients who are true door-knockers- and that is less than 1 percent-make a seven figure income. On the outside, it looks humiliating, demeaning and embarrassing, but if you do it, you can make a ton of money."

Ross agrees that it can be grueling work. "You have to deal with a lot of rejection, people not wanting to open the door, things like that. I even had a stand off with a snake once. "But I love meeting people, and whenever I get someone who wants to talk to me, it makes all the rejection worth it."

Ross' drive to meet his neighbors is based on the understanding that knowing a community is the best way to sell a community. But he doesn't simply talk to people about selling their home. "I'm not trying to get a 'lead' at the door every time. I want to make a connection." He finds out what they like about the area and what they don't. Where did they come from before moving to their neighborhood? How do they like the shopping, the schools? For those who will talk to him, they are happy to share their opinions.

Ross isn't shunning more modern avenues to reach his community. In fact, he uses both old and new methods together. Ross created www.dvliving.com, a lifestyle-focused site designed to service not just his real estate business but also those living in the area. From local news to shop

ping mall development updates to volunteer information for the YMCA, the website is for anyone, anywhere, who wants to know more about Dos Vientos and the surrounding Newbury Park area.

"I really wanted to differentiate myself from other real estate agents, who often have websites that sell their clients' homes. Not only do I want to advertise myself as an expert in the area, but also give other sellers a way to expose their property to the market. Mostly, I want to benefit the community. I want the site to become something people who live here use to learn more about Dos Vientos, to love where they live."

So far, response to the website has been positive. People tell Ross that they have added it to their "favorites" list, and that they are impressed with the design quality and the content.

All of this personal outreach is serving Ross well.

Ross met a couple in 2005 going door to door, visiting their home twice that year. Each time he chatted with them for a few minutes and then went on his way. He continued to send postcard to the area. This year, the couple called him and asked him to be their agent, saying they want Ross because he seems professional and knows the market well. Their home is now in escrow.

"People want an agent they know, they like, they trust. You can only get that from meeting them in person."

Steven Ross is a real estate agent with the Coldwell Banker Westlake Village Centre office. Contact him at (805) 370-1864, or email him at Steven@StevenRossHomes.com