A personal introduction is better than a cold call

by Dave Hershman12 Dec 2017
I am new in the industry. My sales manager has asked me to start cold-calling real estate agents and I am not sure what to say to them. Why would they give me the time of day if I have no experience? I really need some guidance here because my manager is telling me to call, but I am not getting any direction beyond that.

–Henry from Oklahoma

Welcome to the industry. I don't know anything about your background, but if I had brought you into the industry or was coaching you in some way, I would probably start with a different tack. I would start with having you look at your background – both personal and business – to determine the extent of your sphere. Then, instead of cold-calling real estate agents, I would be leveraging your present relationships in order to be introduced to real estate agents, as well as financial planners and other potential referral sources.

Everyone you know should know at least one real estate agent, CPA, insurance agent, or financial planner that they can introduce you to. And when you get a personal introduction to someone they have a relationship with, that person will be obligated to give you the "time of day." Of course, that does not mean that they are going to do business with you or start referring you right off the bat. But a better place to start is a personal introduction, rather than a cold call. After all, how do you like getting cold calls? We will address the second question – what to say – next week.


Dave Hershman has been the leading author and a top speaker for the industry for decades with six books authored and hundreds of articles published. His website is www.originationpro.com. If you have a reaction to this commentary or another question you would like answered in this column? Email Dave directly at [email protected].

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