7 Real Estate Prospecting Tips Every Broker Needs

Whether you’re a seasoned professional or an up and coming broker, one of the biggest hurdles you may face isn’t prospecting for leads. It’s prospecting for the right leads. Real estate prospecting means networking. And in today’s heavily connected world, that means leveraging every tool at your disposal. Social media. Digital advertising. Community events. Even asking for advice from mentors and your potential competitors.

It can seem exhausting, but it doesn’t have to be. No one likes chasing down leads⁠—at first. But once you realize how creative real estate prospecting can be, the one or two hours you spend generating those leads flies by. In fact, with a little imagination and daring you just might find yourself learning to love it. Here are some tips for both brokers and investors alike.

Work With FSBO Homes

“For Sale By Owner” homes generally mean that an owner may feel confident about their sale. They also may not realize how difficult it is to actually sell a home. Some FSBO homeowners may be in distress after job loss, divorce or other emergencies. If you’re new to a market, FSBO homes can actually mean a gigantic windfall for prospecting. Establish a personal rapport with the owners. You may find that empathy can generate better leads than expensive advertising.

Optimize Your Social Media Presence

Real estate groups on Facebook can range from menial but mindless fluff to groups full of valuable first hand experience you can’t gain anywhere else. Learning to discern the latter from the former isn’t particularly difficult, but knowing how to leverage your social media profile adequately can be. The National Association of Realtors has indicated that while 80 percent of realtors are currently networking on Facebook, broker presence on competitor platforms remains underrepresented in comparison. You can use this absence to your advantage, particularly in prospecting millennial buyers. The wider your profile, the greater your visibility and your authority.

Don’t Allow Social Media To Be Your Only Source For Prospecting

There’s no doubt your social media presence is an ideal source for prospecting real estate leads. But it’s not the only one. Drive both traffic and sales by linking your social media campaigns to your landing page. You’d be surprised at how simple this process can be, even if you have little or no experience with digitally marking your business. And with the advent of cloud-based CRM systems like Salesforce and Qualtrics, automating your marketing efforts has never been simpler!

Don’t Neglect Your Physical Presence

Your digital marketing presence may be seamless, but you’re neglecting one part of the real estate process. It’s based on physical property. Not virtual. And no matter how many consumers prefer the convenience of reviewing materials on the web, there’s always going to be a need for physical media. Get your face and name out there. Show your prospective leads you’re a flesh and blood person, not just a social media script spouting all the right buzzwords.

Use Open House Events To Your Advantage

An open house is the perfect resource not only for prospecting sales leads, but for building up your network as well. In fact, research has shown that open houses generate a relatively minor number of sales. So why are they so well attended? It’s simple. Both home buyers and brokers are genuinely interested in real estate trends, and open houses provide useful tools for both industry professionals and consumers to educate themselves on new developments. They can be as much a social event as they can generate leads. And you may find the two can go hand in hand.

Use Large Employers As a Resource

It may surprise you, but large local companies can be a veritable goldmine for new hires who’ll be relocating. Reaching out to their HR department to discuss helping employees transition to the neighborhood more smoothly can sometimes be as simple as sending out a mass template email—particularly if the new area has a large number of colleges and universities. Don’t think of this as selling your services as a pitch. Simply tell them some quick facts about the area and let your market pitch for you.

Reorient Your Focus By Specializing In Rentals

There’s no question that millennials represent a critical consumer segment. But very few are willing to invest in being a homeowner. In fact, only 1 in 3 according to recent research. By focusing on rentals in addition to traditional owner driven properties, you can serve this somewhat cautious segment of the population and drive business where your competitors often lag behind. With more Americans renting now than at any other point in the last 50 years, you can’t afford not to take advantage of the prospects.


We all know how critical marketing strategies are in real estate. But are they getting you the prospects you deserve? Find out more by visiting the Colorado REIA .


Brandon Boyd