Our live events, like the Massimo Immersion – Your 2018 Prospecting Playbook, draw a full house of dedicated commercial real estate brokers and agents from across the country — all looking for better approaches for consistently finding high-quality clients.
One attendee closed a 2-day session by stating “The last two days have provided more clarity for the direction of my career than I have had in the last 18 years!” As such, I would like to share with you the first step in building your own prospecting playbook.
The first step in building your personal prospecting playbook is defining your Avatar. I am not referring to the blue species created by James Cameron in the 2009 movie of the same name, but instead this is a deep understanding of your ideal client.
Don’t just tell yourself your ideal client is any office owner, or tenant. Be specific. For example, maybe you are a tenant rep broker in a secondary market, and you have had success representing law firms.
If so, your new ideal client is a managing director of a law firm of at least 20,000 rentable square feet. But, to truly understand your ideal client and to craft messages that will attract them, you should also know:
- Their Demographics
- Their status/position
- What websites and social media do they use?
- What organizations are they in?
- What do they read?
- How do they get their news?
- Who/what has influenced them in their life?
- What are their pain points, struggles, and stressors?
And so much more. The more you know about your ideal client (your avatar), the better you will be prepared to build-out the rest of your prospecting playbook.