Circle prospecting is still a proven and effective way to find real estate clients. The beauty of incorporating circle prospecting into your overall lead generation strategy is that you can customize it to fit your budget, time and preferred communication methods. Traditionally, agents circle prospect on the phone, calling neighbors of their just sold or just listed properties. However, you can choose to add door-knocking, mailers and/or emails for a more comprehensive approach.
We’ve listed ten simple tips to master circle prospecting. These will help you keep your real estate lead pipeline full and withstand industry changes.
What is circle prospecting? In its simplest form, circle prospecting means contacting homeowners in a radius (or circle) around one of your listings or recent sales to ask if they or anyone they know is looking to buy or sell their home.
1. Create a solid follow-up system
Circle prospecting is a long game and a numbers game, but the real money is in the follow-up. Most of the homeowners you talk to will not be looking to relocate tomorrow. However, they may be thinking about moving in the next six to 12 months.
Staying in touch and keeping top of mind with all your leads is the key to getting the listing appointment when the time is right for them. Schedule your lead follow-up time in your calendar. For most agents, one hour per day or five hours per week is enough time to stay consistent in your follow-up. Block that time off in advance to make sure it doesn’t get missed.
Tool to use
A solid follow-up system needs to be simple, easy to implement and consistent. Your best bet is to use an automated system. If your CRM has its own lead follow-up tool, I’d start there. If not, check out Zurple’s intelligent lead nurture system, which provides over 200 automated texts and emails to keep in touch with your leads. Zurple’s automated lead nurturing tools will ensure that when a homeowner is ready to make a move, they’ll remember you and reach out.
Tracking down phone numbers and email addresses for homeowners can be extremely tedious and time-consuming. There are a few options for leveraging this task: pay a virtual assistant to pull the data for you or subscribe to a service that provides all the information you’ll need.
Tool to use
REDX offers a program specifically for circle prospecting, called GeoLeads. This program lets you draw a circle on a map and find contact information for sellers in that area. You’ll get access to 2,500 leads, email addresses and market data trends each month. If you want to make circle prospecting part of your lead generation plan but don’t have the time to research phone numbers yourself, REDX is a great option.
Pro TIp
Calculate your dollar per hour rate to determine your budget for hiring leverage. Divide last year’s income by the total number of hours you worked. Let’s say that number comes to $50 per hour – that means, it likely makes sense to spend up to $50 per hour for your leverage, freeing up your time to close more deals.
3. Build relationships
Beyond generating leads, a significant goal of circle prospecting is to build and nurture relationships in your community. No one likes the feeling of being sold to. Instead of approaching homeowners with the intention of selling their house immediately, focus on building relationships. Sometimes agents feel nervous about calling or door-knocking. While that’s completely normal and understandable, a mindset shift is the answer.
Remember that the people you’re talking to are just people. They’re not leads, prospects, buyers or sellers — just regular people living their lives. And they may have a life event in the future that will cause them to want or need to relocate. Lead your conversations with humanity. Doing so will make a greater impact while also giving you confidence in your approach.
When you truly detach from the outcome and focus simply on helping people with their needs on their unique timelines (not yours), the people you’re talking to will pick up on that energy and respond well to it. Put the person above the transaction and trust that when you build strong relationships, business will come.
4. Be patient and inquisitive, not sales-y
Focus each conversation on asking questions, rather than trying to sell yourself. The goal is to find out exactly what their situation is, what their needs are and what their ultimate motivation is. Only then will you be able to serve them well. Some great questions to ask are:
- “What do you love about living here?”
- “If you were to move someday, where would you go?”
- “Is there a certain price that would motivate you to sell?”
- “Who in the neighborhood might be thinking about selling?”
Circle prospecting is a lead generation strategy that requires an abundance of patience. The general public is still quite wary of real estate agents, especially when you are cold calling, so approaching each person with patience is key. This way, no one feels rushed or pressured. They will feel like you really care about getting to know them and their unique needs.
Pro TIp
Start your conversations by disarming the person on the other end, with a starter like “you probably aren’t thinking about selling your home in this great neighborhood…” This takes the pressure off.
5. Offer valuable information
Offer homeowners something they will find valuable (hint: they don’t care how much money you made last year or what car you now drive). Here are some ideas of actual value you can offer when circle prospecting:
- Hyperlocal market data specific to their neighborhood, including details about recent sales, the number of offers each listing received and the speed at which the homes sold
- An in-person equity analysis (a different way of saying a comparative market analysis or CMA)
- A guide to the highest return on various home improvements
- Upcoming local community events
- Local charity drives and volunteer opportunities (host your own charity drive!)
- National trends. While these may not be particularly relevant, most people find them interesting and like to feel informed about the overall real estate market.
Tool to use
NAR’s research account on Instagram is a fabulous resource for sharing interesting, relevant information easily on your own social media accounts. You can also download the infographics and use them in print marketing materials or email.
6. Vary your outreach methods (more touches = higher likelihood they’ll remember you)
When you hear the term “circle prospecting,” you probably think of cold calling. That’s certainly a proven, efficient and affordable method of communication. Yet I’d recommend a varied approach. It might be awkward to call the same person all the time, especially if they’re a stranger and haven’t expressed any interest in working with you yet.
However, if you call them, then email them, then later send a postcard or letter in the mail, followed by a pop-by at their home where you offer an item of value, it will feel far more organic. The more often a person hears from you, the more they feel like they know you. These many touch points will increase the likelihood that they’ll reach out to you when they have a real estate need.
Pro TIp
Give people an out. If an interaction starts to feel a little weird, simply ask them if they would like you to stop reaching out. If so, great – you get your time and energy back. If not, continue following up with value until they’re ready to make a move.
7. Lead with a specific reason for reaching out
While cold calling strangers just to introduce yourself may work for some agents, I much prefer reaching out to homeowners for a specific, interesting and time-sensitive reason. Otherwise, it’s easy to sound too sales-y. Some excellent reasons to call, text, email, mail or door-knock are:
- Just listed: “We just listed your neighbor’s house for sale! Any chance one of your friends or family members would be interested in living here?”
- Just sold: “We just sold your neighbor’s house for (sale price)! We actually had (number) of offers, which means many qualified buyers are still looking in this area.”
- Open house neighbor preview: “We are hosting an open house this weekend, and we’re doing a special neighbors-only preview the hour before the public event. I hope you will be able to stop by!”
Plan ahead of time who you’re going to call and what your purpose for the call will be. Keep track of this in a spreadsheet or in your CRM to ensure you aren’t calling the same people with the same message more than once.
8. Don’t call people on the “do not call” list
This should go without saying, but we need to say it anyway. Do not call people listed on the Do-Not-Call list. In 1991, the U.S. Congress passed the Telephone Consumer Protection Act (TCPA) to restrict sales calls and the use of robo-dialers and recordings. This led to the creation of the Do-Not-Call (DNC) Registry.
Door knocking is usually safe unless there’s a “no soliciting” sign on the door, although to protect yourself further, you can always call your municipality and request a solicitor’s permit for the day. Direct mail is fair game, too, unless someone specifically asks you to stop mailing to them.
Tool to use
If you plan to do cold calling as part of your circle prospecting, check the database yourself or forgo this tedious task and purchase contact information lists that have been scrubbed for you. Vulcan7 is one of the more robust search tools available and will help ensure you’re staying compliant. Simply search your geographic area and the type of homeowner you’re interested in contacting, and Vulcan7 will produce a list complete with phone numbers to call.
9. Practice your conversations and responses
Confidence comes from practice. Yes, most agents cringe at the idea of practice and role play, yet it makes a world of difference in your confidence level when you know what you’re going to say. Practice by yourself in the car, in the mirror and with your fellow agents in your office. The higher your confidence level, the easier it’ll be to build trust with the people you’re prospecting.
Practicing what you’re going to say initially is helpful, but you’ll also want to consider your responses to common questions and objections. What will you say when someone responds to your circle prospecting efforts and strikes up a conversation with you? Here are some common questions or objections you may hear:
- How’s the market?
- How many homes have you sold in this area (definitely practice this one, especially if you haven’t sold much there)
- Interest rates are way too high — it’s not worth it for me to sell now
Decide what your response will be, then brainstorm with your fellow agents and determine the best response for the situation. You’ll not only feel more prepared — you’ll also hone your ability to think quickly on your feet.
Tool to use
There’s a book for this! Check out this book, “Exactly What to Say: For Real Estate Agents” by Phil M Jones, Chris Smith and Jimmy Mackin. It’s full of practical, easy to learn phrases and questions designed specifically for our industry.
10. Keep it simple and casual
Stay calm, keep your conversation starters simple and maintain a casual attitude. Imagine a stereotypical sweaty salesperson fumbling over their words. Avoid coming across as that type of person by following our tips and strategies shared here.
Don’t overcomplicate what you’re going to say when you’re circle prospecting — prepare a sentence or two, and let the conversation flow naturally. If the other person is responding and engaging with you, that’s a win!
When in doubt, ask another question. Whoever talks the most during an interaction generally feels like they have won the conversation; that should always be your prospect, not you. Dig deep with intentional questions.
8 effective circle prospecting conversations
Scripted conversations are powerful tools to help you feel prepared for circle prospecting and for handling objections — but it’s a delicate balance between being prepared and sounding natural. Use these convo starters as jumping-off points to generate interest and demonstrate your expertise and value. Be sure to adapt them to fit your style and market.
Script 1: Just sold announcement
“Hi, I’m [Your Name] with [Company Name].
I just sold a home in your area at [price], above the asking price. It’s a great time to sell. Have you considered selling your home, or are you curious to know how much your home is worth in today’s market?”
Script 2:
“Good morning, I’m [Your Name] with [Company Name].
I’m excited to share that I just listed a property in your neighborhood at [Address]. It’s a great time for real estate in [Area Name]. I’d love to invite you to a special open house for neighbors only on [date] at [time].”
Script 2: Market update pitch
“Hi, this is [Your Name] with [Company Name].
I recently helped a homeowner in your neighborhood sell their home and thought you might be interested in a quick update on our local real estate market. There’s been quite a bit of activity lately. Would you like to know how the market conditions might impact your home’s value?”
Script 4: Neighborhood expert pitch
“Hello, my name is [Your Name] from [Company Name].
I specialize in helping homeowners in [neighborhood] get the best price for their homes. Last year, I helped [number] homeowners in your area to sell their homes. May I ask, have you thought about selling your home, or are you curious about its current market value?”
Script 5: Neighborhood home valuation offer
“Hello, I’m [Your Name] with [Company Name].
After my recent sale of a home on [street name], I’m reaching out to homeowners in the neighborhood to ask if you’re interested in a free home valuation? Homes are selling for top dollar right now. Have you or any of your near neighbors thought about selling?”
Script 6: Expired listing approach
“Hi, my name is [Your Name] with [Company Name].
I noticed your home was on the market but didn’t sell. I have a few strategies that have helped homeowners in your neighborhood get their homes sold for top dollar [list or link to a few examples]. Would you be open to discussing a fresh approach to selling your home?”
Script 7: Community event invitation
“Hello! I’m [Your Name] with [Company Name].
We’re hosting a community event at [Location] this [Date]. It’s a great opportunity to meet neighbors and discuss the local real estate market. We’d love for you to join us. Can we count on seeing you there?”
Script 8: Referral request
“Hi, it’s [Your Name] from [Company Name].
I’ve been working with homeowners in [Area Name] and surrounding areas. If you know anyone looking to buy or sell a home, I’d be honored to assist. It’s my goal to provide exceptional service. Could I leave you with my contact information for future reference?”
The full picture
Circle prospecting is a useful strategy for expanding your network and establishing yourself as the local expert in a particular area. It’s a long game, yet many agents have found success with it. Use these tips consistently and you’ll reap the results.
About Ashley Harwood
Ashley Harwood began her real estate career in 2013 and built a six-figure business as a solo agent before launching Move Over Extroverts in 2018. She developed training materials, classes, and coaching programs for her fellow introverts. Beginning in 2020, Ashley served as Director of Agent Growth for three Keller Williams offices in the Boston metro area. She’s now the Lead Listing agent for the Fleet Homes team in Massachusetts and a regular contributor to Vetted by HousingWire. She created The Quiet Success curriculum and has taught thousands of real estate agents nationwide. She has also been a guest speaker at top industry events and has been named a leading real estate coach by prominent industry publications.
