Circle Prospecting: What Is It, Why It Works, and How to Do It

Male,Real,Estate,Broker,Shaking,Hands,With,New,Property,OwnersYou’ve probably heard of circle prospecting if you’re a real estate agent. In such a competitive industry, anyone working in real estate careers needs to be familiar with all of the marketing and outreach strategies available to them. From social media marketing to door-knocking, trying different marketing strategies and figuring out what works best for you and the market in which you work is vital to long-term success and maximizing profit potential.

Circle prospecting is an effective method for discovering fresh clientele and nurturing connections; however, embarking on this approach can feel overwhelming without a clear starting point. This article will delve into the definition of circle prospecting and provide guidance on establishing a fruitful strategy for your own circle prospecting endeavors. We’ll also discuss some scripting tips for keeping the conversation going and how to become an expert in your local area, all of which will leave you ready to capitalize on a profitable circle prospecting campaign. 

What is Circle Prospecting?

Real,Estate,Agent,With,House,Model,And,KeysCalling a targeted area around a listing can be an effective way to generate leads and build brand recognition without breaking the bank. This is known as circle prospecting, and it involves making calls to areas surrounding a specific listing. It’s ideal for those who may feel intimidated by the idea of cold calling and are looking for an alternative approach. 

With circle dialing, you can create excitement about the listing while still getting more leads and listings in return. You can also supplement your calls with door-knocking or direct mail to further boost your list of how to generate real estate leads. Circle prospecting is an attractive option because it’s affordable yet still yields desirable results.

Reasons for Circle Prospecting

Couple,With,Real-estate,Agent,Visiting,House,For,SaleConnecting with potential buyers and sellers in your market is like planting a seed: it may take a while to grow, but you’ll reap the rewards down the road. Circle prospecting allows you to create relationships with people who are at the top of the funnel by having conversations about various topics. If the target area has a mix of buyers and renters, you can help a renter decide if condo ownership is right for them. There are many ways to foster relationships, such as:

  • Inviting them to an open house
  • Supplying information about recent sales in their area
  • Sharing news when you post a listing or have a coming-soon property
  • Giving them priority viewing for neighbors when they’re looking for homes

These conversations can help people remember your name and put you at the top of their minds whenever they need real estate services. Plus, circle prospecting is not limited to one call; depending on what’s going on with your listings or properties (and how your calls are received by those in the circle), you can call multiple times throughout the course of working with someone so that they always feel connected to your business. By taking this approach, you can build strong relationships and ensure continued success in real estate.

Building a Successful Circle Prospecting Strategy

Aerial,View,Of,Lovely,Florida,Golf,CommunityConnecting with your local community can be a great way to grow your real estate business, and circle prospecting is an effective strategy for doing just that! To build a successful circle prospecting strategy, you should begin by determining which neighborhoods are the best fit. 

Every community has unique characteristics and cultures, so focusing on areas where you have had recent success is important. The ability to convey your local success and expertise will typically be vital to the reception by those in the circle, especially for those who aren’t planning on buying or selling in the near future. 

Once you’ve identified the right neighborhoods, decide which methods worked best when selling the last home in that area. Did the buyers and sellers have certain concerns, points of focus, or insights that could be valuable to your campaign? Cold calling, going door-to-door, conducting open houses, and attending local events are all great options for connecting with potential clients.

When cold calling during circle prospecting, remember that you only have your voice to establish a neighborly connection. Ensure your script focuses on how well the recently sold home did in this neighborhood and emphasize how competent you are in dealing with homes there. It’s also essential to sound upbeat and excited during the calls, all the while coming across as genuine and not artificially enthusiastic—no one wants a disconnected or cold sales pitch! And don’t forget to mention any special offers or discounts you may have available, as this could be just the thing that convinces them to work with you instead of another agent.

Finally, emphasize how valuable it can be for them to work with someone who already knows their neighborhood inside out. Show them why having an expert on their side is worth investing in, from helping them find potential properties quickly and efficiently to understanding what works best when marketing their home once they’re ready to sell. This will help set you apart from other agents who may not be as familiar with the area or experienced in handling local transactions.

Prepare Thoroughly

Real,Estate,Agent,With,Couple,Closing,A,Deal,And,SigningBefore launching your cold calling campaign, ensure you’re well-prepared to succeed. It’s a fantastic way to build your real estate brand, but you must know the ins and outs of the area to navigate conversations while displaying expertise. This means understanding state laws regarding cold calling, deciding on a purpose for your call, and selecting a target area to call. Check if the numbers on your list are registered on the ‘Do Not Call’ registry, as this could lead to legal consequences. Additionally, consider using a dialer which allows you to select a radius surrounding the listing or property to increase the effectiveness of your circle prospecting strategy.

On a more local level, it’s a good idea to take the approach of knowing and understanding the target neighborhood as though you live there. If you’re able to display this kind of knowledge—things like traffic conditions at a certain time of day, excessive noise from weekly soccer games at the local park, and even concerns about that one intersection that should really be a four-way stop instead of a two-way stop—you can develop a rapport and a common understanding during the call. 

Once thoroughly prepared for your cold calling campaign, ensure all your notes and resources are within reach when making calls. Having all the relevant information close by will help keep conversations focused and enable you to quickly answer any questions prospects may have. Also, stay professional while talking with prospects; be polite, patient, and friendly during each conversation but don’t forget why you are calling in the first place.

Finally, take some time after each call for reflection; jot down any notes regarding what went well or what could use improvement next time. This will help fine-tune future calls and improve success rates over time. Circle prospecting is an effective way of generating leads, but only if done correctly—so make sure every effort is made towards preparing for each cold call session.

Scripting Tips to Keep the Conversation Going

Estate,Agent,Using,Laptop,At,Desk,Shot,In,StudioOnce you’ve connected with a homeowner, it’s essential to keep the conversation going to build rapport and trust. Coming up with conversation starters is vital, as is having questions on hand that can help move the conversation along. Be sure also to be prepared to get contact information or an email address from the homeowner. 

To keep the conversation flowing, ask questions about their home and neighborhood, such as how long they’ve lived there or what recent improvements they have made. This will allow them to talk about something they are passionate about and make them feel more comfortable discussing their property values with you.

Be sure to use active listening techniques such as paraphrasing back what was said for the homeowner to feel heard and understood. It’s also important to thank them for taking time out of their day to speak with you before ending the call; this conveys your appreciation for their time and leaves room for further communication down the line if needed.

Some agents even find it helpful to be conscientious about their body language during circle prospecting calls. While those on the other end of the line don’t know whether you’re sitting in bed wearing pajamas or at a fancy desk wearing your best suit, maintaining the posture and behaviors you would during a face-to-face meeting is, for many, critical for conveying confidence and competence. Figure out what works best for you, be it sitting at a desk, standing up, or even pacing around the room or office.

Be the Neighborhood Expert

House,For,Sale.,Real,Estate,Sign,In,Front,Of,ABy being the local expert on your neighborhood, you can be sure to stand out from the crowd and ‘know thy market’ like the back of your hand. When prospective buyers and sellers seek answers to their pressing inquiries, they look to individuals armed with precise localized data regarding available listings, property valuations, and market performance. As a real estate agent, you must possess the ability to furnish such information, enabling potential clients to gain comprehensive insights into prices and trends within their community.

By utilizing an up-to-date database supplemented with comprehensive market reports, you will enhance your capacity to respond accurately and confidently to these inquiries. Utilizing this data in your follow-up texts, Facebook ads, or monthly market updates will help position yourself as an expert in the field who people can trust. This strategy also allows leads and prospects to make informed decisions when considering buying or selling a property in their area.

Having reliable market data at your fingertips helps build credibility with potential clients while establishing yourself as an authority figure in your community. Being able to provide timely information gives them clarity on current prices and trends, something that every homeowner or potential buyer should know before embarking on their real estate journey.

Draw Your Circle

You’ve learned that circle prospecting is an effective way to find potential customers and build relationships—two things that are as critical to success as creating the perfect real estate business plan is. Not only does it help you reach more people, but research has shown that the vast majority of buyers prefer to purchase from a business they have a relationship with. Investing in building relationships through circle prospecting can pay off in the form of increased visibility, leads, and ultimately, sales. So don’t wait any longer: start planning your circle prospecting strategy today! 

Agent Advice Tip: If this doesn’t work, try checking out this list of real estate lead generation software tools.

About the Author

Jim Gray got licensed in 2013 and sold 57 houses in his first year. Over the next 6 1/2 years he went on to sell 437 homes with a small team. He went on to manage the lead generation department of the 13th largest expansion team at Keller Williams and designed lead generation and conversion systems for 60 agents in 7 locations in 4 states that drove 600 home sales in a 2 year period. Jim currently does real estate team development and coaching for some of the largest real estate teams in the country. Connect with me

Last Updated: 12/14/2023