The Ultimate Door Knocking Strategy: 10-10-20

Door knocking may not be the most glamorous way to build your business, but it certainly can be effective when done well. And it’s most effective when you have a natural reason and opportunity to provide value when knocking on someone’s door, rather than just interrupting their day for your own purposes.

The 10-10-20 concept gives you the secret to starting a conversation with the homeowner that isn’t about you and won’t make them feel like you’re trying to sell them something (no one wants to feel like they’re being sold). At the same time, it will establish you as the market expert, demonstrate the results you get for your clients, and help you become to the “go-to” agent in your market.

Just follow the steps below to increase your ROI from door knocking and turn one listing into many.

Watch the 10-10-20 Concept in Action

You’ll want to use this concept on your most recent listing, or a listing you have hitting the market very soon.

If you don’t currently have any listings, you can ask an agent in your office if they’d mind you promoting their listing for them (using the steps below). Let them know your plan, and they’ll most likely welcome the extra advertising.

The 10-10-20 concept involves visiting the 10 houses to the left of your listing, the 10 houses to the right, and the 20 houses across the street. If your listing is on a shorter road, just visit the 40 houses closest to your listing.

Each time you visit these 40 houses, you’ll have a different message to talk with them about. But every time you go, your visit will tell them two things (without you saying it):

You’re in real estate.
You work hard to get your listings sold.

Visit #1: Do you know anyone?

On your first visit, you want to let the homeowner know you just took a listing down the street (or you’re helping the listing agent). You then ask if they know a friend or relative looking to get into this neighborhood because here’s their opportunity.

This isn’t intended to be a long conversation. You’re just introducing yourself and letting them know about the house down the street going up for sale so they can give a heads up to their friends and family who may be interested. This is especially effective if it’s a sought after area and you do your first visit before the house officially hits the market.

To have the best odds of success, bring with you some key items:

Business cards (of course)
A printed copy of your listing flyer
A printed copy of your Buyer Guide, which covers why now is a good time to buy a home

We all struggle when we aren’t exactly sure what to so, so make sure you’re prepared for the conversation. Here’s a sample script you can practice beforehand:

Hi, my name is [YOUR NAME].

I wanted to let you know I'm helping one of your neighbors on [STREET NAME] sell their house. It hits the market on [DATE].

This is such a beautiful neighborhood, I was curious if you might know a friend or relative that often talked about moving into this neighborhood? This is their opportunity.

If you know anyone, perhaps you can pass this information along to them? It has everything they’d want to know about the house, my contact info if they wanted to see it, and some helpful tips on buying a home in today's market. [OFFER FLYER & BUYER GUIDE]

Make sure you write down the names and any information you collect about the homeowners who answer the door. You’ll hopefully speak with them again on Visits #2 and #3, and it’ll be ideal if you can greet them by name in the follow ups.

For the folks who aren’t home or don’t answer the door, come prepared with a listing flyer and a hand written note to leave behind. This way, when you follow up on Visit #2, you can reference your conversation from the first visit or the information you dropped off for them while they were out last time.

Visit #2: You’re invited.

Before your next visit to the 10-10-20 houses, you want to schedule an open house for your listing. You’ll need this information ready to go for Visit #2.

Once the open house has been scheduled, plan to door knock the same 40 homes three to five days before the open house. This time, you want to personally invite the homeowner to the open house. (You may even consider doing an Exclusive Neighbor Open House one hour before the public to make it extra enticing.) Even if the homeowner doesn’t know anyone who’s looking to move, almost every neighbor is curious what the houses in their area look like. Your personal invitation will make them more likely to come by and check out the house, thus filling your open house and giving you another opportunity to build your relationship.

Here’s a script you can practice for Visit #2:

Hi [HOMEOWNER'S NAME],

It’s [YOUR NAME] again! I just wanted to stop by and invite you to an open house I’m holding at [HOUSE ADDRESS].

I’ll actually be opening it an hour beforehand exclusively for neighbors in case you want to check it out. Or if you know a friend or relative that's hoping to get into this neighborhood, feel free to invite them as well.

Here’s the highlight sheet of the home. I look forward to seeing you there!

We’re continuing to reinforce your presence in this neighborhood and have taken another step in building relationships. You’ve once again let the homeowners know you’re in real estate and you work hard to get your listings sold.

Visit #3: SOLD!

As soon as your listing goes under contract, you want to do Visit #3 with your 10-10-20 houses.

This time, you’re letting the homeowner know the house down the street has sold, but you still have buyers who are looking to get into this neighborhood. Do they know anyone in the area who may be thinking about selling?

Here’s your script for this visit:

Hi, [HOMEOWNER'S NAME]!

I'm back one more time! I just wanted to stop by and let you know that we sold [CLIENT'S NAME]’s home at [HOUSE ADDRESS]. But we still have several buyers looking to buy a house in this neighborhood, and I was curious if you or anyone in the neighborhood might be thinking about selling?

Right now is actually a really good time to sell because [RELEVANT DATA FROM RECENT ARTICLE OR INFOGRAPHIC].

Here's a copy of my Seller Guide. [OFFER GUIDE] If you're thinking about selling, or know anyone that might be, this has some great information that can help answer any questions you may have and help you feel more confident about the process.

If you have any questions or think of anyone, my contact information is included in the guide as well.

Thank you, and I hope to talk with you soon!

By the time you complete this third visit, you’ll have had the opportunity to speak with 40 homeowners you didn’t previously know and follow up with them to offer value.

Bottom Line

Here’s why this door knocking strategy works: you didn’t meet these potential clients by soliciting them. You simply spoke with neighbors about a house for sale in their area, made sure they had all the information about the listing, and offered your help if they had any questions.

Not only does this door knocking method help you meet more people face to face, it also allows you to demonstrate care. You don’t have to reach out to the neighbors when you list a home, but you took the time and energy to keep them informed and provide resources for them as well as anyone they know who may be thinking about buying or selling.

And finally, you’ve proven that you get results. When you make that final visit to let these homeowners know the house is under contract, you cement three things for them:

You’re in real estate. They know who you are now.
You work hard to get your listings sold.
You get results.

When they think about buying or selling, or know someone getting into the market, they’ll think of you.

We’re happy to provide more details on how you can implement some of these ideas at your open houses if you have any questions.

Just reach out to us at support@keepingcurrentmatters.com if we can help!

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