Talking face to face can reap big rewards.
By Dawn Reiss
For years, door knocking has been a staple of many REALTORS® who want to make face-to-face contact with prospective buyers and sellers. As digital marketing has taken over, knocking on doors is both loved and loathed by CRSs.
And now REALTORS® have to contend with stricter solicitation regulations. “No-knock laws” have become more prevalent, and in some places, laws go after real estate agents and investors specifically. For example, in April, Stoney Point, New York, joined other East Coast cities and banned solicitation with a “do not knock” ordinance aimed at REALTORS®. The ordinance includes a $2,500 fine for the first offense, with a maximum $10,000 fine by the fourth offense.
“Many find it annoying when an uninvited person shows up on their doorstep,” says Alexis Bolin, CRS, broker associate at KW Gulf Coast in Pensacola, Florida. “Many residents have a ‘No Solicitation’ sign on their front door.”
Despite the stigma, many in the real estate business find that making door-to-door calls works. “I don’t like door knocking; I feel it is intrusive, but whenever I do it, it works,” says Sue De Legge, CRS, Pacific Sotheby’s International Realty in Rancho Santa Fe, California, who knocks on about 1,800 doors a year.
4 Ways to Make the Most of the Moment
1. Be honest and approachable. Relax and stand back seven feet from the door to give the person some space so you don’t come across as a threat, says Zac Storey, CRS, in Peoria, Arizona. Stand up straight and remove your sunglasses so you can make eye contact.
2. Follow-up is key. Susan Nielsen, CRS, in Torrance, California, says to be prepared that some people will play “stump the REALTOR®” with questions about capital gains taxes, interest rates and the state of the current market. Many millennials aren’t home during the day, but do want to be handheld through the buying process, so it’s important to follow up, she says. “With any prospecting, consistent follow-up is key,” Storey says.
3. Leave something behind. Sue De Legge, CRS, in Rancho Santa Fe, California, says to leave behind information on a just-listed property or one that recently sold. Or bring a market analysis about the area in case someone is curious about home values. “Don’t sell yourself,” says De Legge, who finds mornings or late afternoons to be the most productive time to knock on doors. “Provide value.” For homeowners who engage in a five- to fifteen-minute conversation, De Legge will leave behind a $5 Starbucks gift card.
4. Meet them for coffee. Storey says he’ll offer to meet people at a coffee shop and buy them a cup of coffee, which can be less invasive then coming into their home to talk.
What Works
If you’ve never tried door knocking, start with a small footprint, says Susan Nielsen, CRS, senior agent with The Real Estate Group in Torrance, California, who consistently knocks on about 800 doors of homes annually. “You start with two blocks, do those well, and then add another block,” she says.
“Rule No. 1 is that it’s all about relationships, and you’ve got to meet the people to have those relationships,” Nielsen says. “Rule No. 2 is about perception. Telemarketers drive me nuts, so I try to respect people and leave a newsletter behind, which creates a positive perception, so they see us as knowledgeable, honest and fair, and easy to talk to.”
The key to door knocking is doing it consistently, which means knocking on the same homes at least six times or more a year, Nielsen says. “You’re not going to get out there once and get 10 listings; you have to set the relationship and perception that you are knowledgeable and know what you are doing to rise above the competition,” says Nielsen, who wears a trademark straw hat when door knocking.
Have a Conversation
Even if someone has a “No Solicitation” sign on the door, Bolin still approaches the house. After introducing herself, Bolin says, “I’m not asking you to buy something; I’m trying to help a buyer who would like to live in this neighborhood, and if you know of anybody selling in the near future, please let me know.” Then she goes into specific details so the homeowner knows she’s there for an actual family.
Bolin sets aside two to three hours a couple of times a week to knock on doors to cover 600 or more homes over a six-week time period. If it’s a new neighborhood, Bolin starts the conversation by saying, “I’m familiarizing myself with your neighborhood, so if you know of anyone selling or buying, please let me know.” If someone is busy, she quickly apologizes.
After acknowledging that the homeowner is busy, Nielsen says in 30 seconds or less that she’s got a buyer who wants to move into the neighborhood, thanks them for their time and leaves. She then leaves behind her business card that is attached to a recipe, or a tips list, such as “15 Things You Can Do with WD40” or “10 Things You Can Do with Bounce Dryer Sheets.”
Think of It as Speed Dating
Zac Storey, CRS, associate broker and agent coach with West USA Realty in Peoria, Arizona, likens the door-knocking method to speed dating. “But it requires a strategy and willingness to drop the sales persona,” he says.
First, his team will knock on a door with a half-page flyer describing a just-listed or open house and start the conversation by asking, “Do you know of anyone who is looking to move into the area?” The key to this warm strategy is to stay quiet and let the other person respond, says Storey, who can visit 100 homes in three hours and walk away with six or seven quality leads. “A lot of times you’ll get good information,” he says. “Regardless of what they say, the second question should be, “Out of curiosity, are you guys renting or homeowners?’” Then he has his agents go into “onion-peeler” questions such as, “When is your lease up?” or “What features are important to you?”
But be prepared to feel uncomfortable. It’s normal even for the most veteran agents. “Door knocking can be intimidating,” Storey says. “That uncomfortable feeling means you are learning. Many agents succumb to their fear and fail to act. Not taking that simple risk often keeps agents from doing something that would significantly propel their success.” 
Know the Law
It’s important to make sure you understand the peddling and solicitation laws in your area that typically encompass door knocking rules. Contact the city to become familiar with the local ordinances. Many municipalities require that a solicitor, canvasser or peddler obtain a permit or license before engaging in any form of door knocking. Each municipality may have different requirements, so it’s important that you understand the specific rules for each locality.
For example, in the state of New York, most jurisdictions require that door-to-door solicitors obtain a license from the municipal clerk, police department or local consumer protection agency, and carry a government-issued identification card, according to the Department of State’s Division of Consumer Protection.
Whether you’re knocking on doors, meeting new clients or showing homes, make sure you do it safely. See page 18 for safety strategies from expert REALTORS®.
