Congress recently clarified its Do-Not-Call legislation denying the National Association of REALTORS® request for an exemption from the rules for expired listings and FSBO's.

With less than two years in the business, you would think novice Realtor Bob Bull would be nervous about how this new regulation will affect his ability to build a business. Not only is Bull not nervous, his business is doing better than ever.

Get Back to Basics

While his colleagues spend money signing up for services that will deliver them lists of homeowners not on the do-not-call list, and discuss over coffee how much the FTC has but a kibosh on their prospecting, Bull is quietly, steadily building a book of business converting expired listings and FSBO's by doing what he's been doing all along... he shows up.

A former teacher who was like many in real estate, the victim of downsizing before embarking on his real estate career, Bull has built his business the old fashioned way -- knocking on doors and networking with people, in person, not by phone, not by e-mail. "I've always known that I relate better to people in person than on the phone," says Bull.

When he first started in the real estate business Bull worked with many colleagues who religiously made a certain number of cold calls per day-many using scripts and other aids. "For me, it was just more genuine to go and knock on a door to create personal rapport," says Bull.

According to NAR's 2004 Profile of Home Buyers and Sellers, the typical FSBO seller's number one reason for not hiring an agent is no surprise -- to save the commission. The sad truth is that many FSBO sellers just don't see the value in our services. Therefore, the biggest challenge in converting a FSBO is showing your value. With proactive behavior like Bull's, and you can show even the toughest FSBO why they should choose you.

"Many of my converted FSBO's and expireds have told me they hired me because I showed up at their door," says Bull. Unlike agents who mail information or make cold calls, my clients repeatedly say "they could tell I really wanted their business, because I was the only one to show up," he says.

Like Bull, think about how many listings you could convert if you were the only agent to show up. Clearly, in this day and age where safety is often a concern, the rule "safety first" applies. No matter which area of the country you are in, we are unfortunately reminded of the need to take extra precautions in every area of our real estate lives and this is no exception.

Develop a Strong Brand

By developing a strong brand you pre-sell you to your potential customers before you reach the front door. With a FSBO or expired listing, a strong brand can also help answer potential objections before you knock on the door or drop off an information package.

A good brand should identify the value you provide. For example, if you specialize in a type of home or an area, your brand should relate that. "Suzy Smith, Expert in Condo Sales." "John Realtor, Specializing in Deerfield Estates." If you've branded yourself consistently any potential client, FSBO, expired, or otherwise will understand your value before you ever make personal contact with them.

Look at Do-Not-Call as an Opportunity Not an Obstacle

Veteran agents, here is your opportunity to shine! If you are relying on referrals to do business, and you've become complacent, go back to basics! Imagine what volume you could do if you went back to doing the things you did when you didn't have a book of business. What did you do to build your business? Did you "pound the pavement?" Look at the restrictions on cold calling as the forced opportunity to get yourself back out there and meet people.

Rookie agents, now is your chance to steal some prime clients from top agents in your marketplace! What is the biggest complaint about top agents? Time. People often think that top agents are too busy to devote time to all of their clients (Not true, but it is a common misconception). Imagine if you knocked on doors and introduced yourself. Like Bob Bull, you would prove to potential clients that you want their business more than the agent who is too busy to stop by.

Veteran, rookie or anywhere in between, look at the new Do-Not-Call legislation as a means to capture a whole new segment of the home buying and selling marketplace and a whole new world of opportunities for your success.

Published: April 14, 2005

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Allison Fishwick, the "Leader in Real Estate Branding" is a professional real estate agent, author, speaker and coach. As a professional speaker and coach, Allison is a branding specialist-focusing on coaching real estate agents to properly brand themselves in their own markets. Drawing on her personal experiences as a real estate agent, Allison practices what she preaches, combining the best attributes of a professional speaker and coach with the authenticity of an agent who has been "in the trenches." Allison also has a Bachelors of Science in Business Administration, and has over 20 years experience as a corporate trainer. Allison now travels the country sharing her branding expertise with other agents through her revolutionary branding programs and tools through her company the Allison Fishwick Group (www.allisonfishwick.com).