Cold calling was a traditional strategy to find new clients, but with regulatory changes, digital marketing advancements, and shifting consumer preferences, real estate professionals have had to adjust their tactics.
The fundamental idea of a personal connection, however, remains as important as ever. The difference now, though, is that the key to successful outreach today lies in an effective sales funnel, thorough research and preparations, and warming up potential leads before making that first contact.
The Enduring Value of Personal Connections
In real estate, trust and rapport are critical. A phone conversation still serves as a powerful way to make a personal connection. A well-timed and thoughtful call can establish credibility and begin a mutually beneficial relationship.
What About Cold Calls?
When many people think of introductory phone calls, they think of cold calls, which are often negatively perceived. Using cold calling as an advertising strategy is declining, and it is subject to strict controls and regulations.
Why Cold Calls Aren’t Effective
Cold calling, by definition, involves contacting potential clients without any prior engagement or indication of their interest. Historically, this scattergun approach was common because there were fewer alternatives to generate leads. However, relying solely on cold calls today can be ineffective for several reasons.
Canadian consumers increasingly expect personalized, value-driven communication. Receiving a call from a stranger, particularly one that doesn’t address their needs, often feels intrusive. The advent of digital marketing has also raised the standard for lead generation, providing tools to target potential clients in more precise and meaningful ways.
Furthermore, the real estate landscape in Canada has evolved to emphasize consent and privacy. Agents who rely only on cold calls risk damaging their reputations and running afoul of legal regulations if they fail to respect these expectations.
In Canada, cold calling is regulated by the National Do Not Call List (DNCL) and the Unsolicited Telecommunications Rules (UTRs), both enforced by the CRTC. Telemarketers must avoid calling numbers on the DNCL, with exemptions for charities, political parties, and businesses with an existing relationship. Calls are restricted to between 9 a.m. and 9:30 p.m. Additionally, the Canadian Anti-Spam Legislation (CASL) imposes further restrictions, including obtaining consent for electronic communications and prohibiting misleading or deceptive marketing practices. Provincial laws, such as Quebec’s Consumer Protection Act and Ontario’s Consumer Protection Act, may also apply, particularly regarding personal data protection. Violations can lead to substantial fines.
This Doesn’t Mean an Introductory Call Is Obsolete
The shift away from purely “cold” calls doesn’t mean the phone call itself is obsolete; instead, it emphasizes the importance of preparing and building familiarity before making that first contact.
Warming up calls creates a better experience for both the agent and the potential client. By demonstrating value in advance whether through targeted market insights, referral credibility, or digital engagement real estate professionals set the stage for a call that feels like a natural next step in a pre-existing relationship, rather than an interruption.
How to Generate and Warm Up Leads
Effective real estate outreach begins with securing contact information from leads likely to engage with your services. This first step transforms prospects into actionable opportunities. Whether through social media campaigns, referral networks, or direct mail, the goal is to capture interest and provide simple, non-intrusive ways for people to share their information, such as through contact forms, event registrations, or replies to personalized mailers. For example, newsletters offering market insights or home-selling tips often include sign-up links, creating a passive yet consistent flow of quality leads. Similarly, hosting events like seminars or open houses allows you to collect contact details from attendees genuinely interested in your expertise.
Once you have a lead’s contact information, the warming process begins. Delivering value is key. This is where you build trust and establish rapport before direct outreach. Tailor your follow-up with thoughtful communications, such as sending personalized insights on local real estate trends or offering free resources on homebuying or selling strategies. This positions you as a helpful authority rather than a sales-driven stranger.
By combining these steps of capturing legitimate contact information and nurturing leads with meaningful, personalized content, you ensure that your eventual call feels welcome, not intrusive, and significantly increase the likelihood of meaningful engagement.
Preparing for First Contact
Reaching out to potential clients requires careful preparation, so you can quickly highlight the value you are offering, and clarify why the potential lead should be interested. This makes the difference between them understanding why you are calling or simply feeling disturbed by the interruption.
Verify that the lead is qualified, and take time to review their details along with any relevant market information that might align with their interests. Research is essential. Understanding local market trends, knowing the history of a property, or even checking LinkedIn profiles for mutual connections provides context for a more personalized and relevant conversation. Referencing any prior engagement the lead was involved in, such as liking or commenting on social media posts, can also create a sense of familiarity.
Tips for Building a Positive Relationship From the Start
The first conversation with a lead often determines the future of the relationship.
Start With a Personalized Introduction
Open the conversation by addressing the lead by name and briefly referencing any prior engagement they’ve had with you or your content, such as a response to an email, attendance at an event, or interaction on social media.
“Hi [Name], I noticed you signed up for our latest market insights newsletter. I wanted to reach out to discuss how current trends could affect your property plans.”
This not only shows attention to detail but helps establish familiarity right away.
Communicate Value Early
Clearly articulate what you can offer during the call. Share insights or information directly relevant to the lead, such as local market trends, new listings, or tips for buyers or sellers in their area.
“The real estate market in your neighbourhood has seen significant shifts recently, and I’d love to share some strategies that could help you make the most of these changes.”
The focus should always be on providing useful, actionable information, rather than just a pitch.
Ask Open-Ended Questions
Engage the lead by asking thoughtful questions that encourage them to share their goals, challenges, or interests.
“What’s the biggest priority for you in finding a new home?” or “Have you thought about how recent interest rate changes might impact your buying strategy?”
This approach shifts the spotlight to the lead, making the conversation more about them than about your services.
Leverage Context and Insights
Use the information gathered during your preparation to tailor the conversation. Mention specific details relevant to their neighbourhood, recent market activity, or even mutual connections when applicable.
“I recently worked with another client in your area who faced similar challenges with selling their property, and I’d be happy to share some strategies that worked for them.”
Focus on Tone and Pacing
Match your tone to the lead’s personality and preferences. Speak clearly and confidently, but avoid sounding rushed or overly scripted. Aim for a conversational style that balances professionalism with approachability.
Offer a Clear Next Step
End the conversation by outlining a simple follow-up or next step.
“I’d be happy to send over a free market analysis for your property does that sound helpful?”
This ensures the lead knows exactly how you can continue to assist them without feeling pressured.
Follow Up Promptly
After the call, follow up with a personalized email or message summarizing key points from the conversation, along with any promised resources or insights. Consistent and timely communication reinforces your reliability and keeps the relationship warm.
