The Reluctant Prospector

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41 Listings in 30 Days? Let's do that math...

Math

Following up on yesterday's blog about making sure your prospecting goals are compatible with your business model (in a nut, don't set goals that will force you to sacrifice your quality of service, if providing quality service is important to you)...

The agent who inspired yesterday's blog is following a popular prospecting program that's making the rounds these days. It encourages agents to spend so many hours every day doing X (basically, some form of cold or warm prospecting), with the goal of reaching Y number of prospects every day, with the ultimate goal of securing as many new clients as possible by the end of the program.

Y'know, your basic Numbers Game strategy. Fair enough.

He's all ramped up about it because he says that another agent who is participating in the program got 41 new listings in 30 days. My agent friend is very impressed.

Initially, so was I. But then my cynical side kicked in and I said "hmmmmmmm."

Let's do some math.

41 new listings in 30 days. Assuming these aren't batch listings (10 building lots from a developer; 15 spec homes from a builder, etc.), I'm wondering how this is possible. Not saying that the agent in question isn't capable of securing 41 listings with her Super Sales Pitch, but in a month?

That means that she did at least 41 listing presentations (probably more as it's unlikely she has a 100% success rate, but let's be generous and say she does). That's 41 CMA's, 41 sets of contracts and disclosures, 41 copies to seller and broker, 41 keys-in-the-lockbox, 41 MLS entries, 41 signs-in-the-yards, 41 whatever-she-does-to-market-her-listings, etc. etc. etc. And none of this includes explaining the process of being on the market to those 41 new sellers, answering the inevitable questions that arise as showings for 41 sellers begin (or don't begin as the case may be), keeping up on the market in all 41 seller's neighborhoods, pursuing and delivering feedback, and managing offers that come in.

Have we mentioned the time that this agent was dedicating to her daily prospecting for these 41 listings, or the time she was devoting to her existing clients or to her family? And let's not forget eating and sleeping. All the while, preparing for, going on and processing these 41+ listing appointments.

I call BS. I don't think it's logistically possible to get 41 new, individual listings in 30 days. Could you list a developer, builder or bank and find yourself with 41 listings? Sure. But 41 individual sellers? I don't buy it.

What's my point? I dunno. Maybe just to demonstrate how smart I think I am to see through the nonsense and call it what it is. Or maybe I just want to assure agents that this sort of production isn't realistic and not be discouraged if they don't experience it themselves.

Probably a little of both.

 

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Comment balloon 31 commentsJennifer Allan-Hagedorn • July 09 2010 07:25AM
41 Listings in 30 Days? Let's do that math…
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Following up on yesterday's blog about making sure your prospecting goals are compatible with your business model (in a nut, don't set goals that will force you to sacrifice your quality of service, if providing quality service is important… more