Developing new leads is crucial to expanding a successful real estate business. A wealth of information is available to you including several toolkits from REALTOR® Magazine Online, business letter templates and relevant articles from various websites, plus books and eBooks from NAR's library (located in the References tab).

Your best opportunity to convert a lead into a client is through face-to-face interaction. While your print and online advertising communicate your marketing message powerfully, you can make a better case personally for your skills and ability to represent prospects. Remember not to forego community events or other neighborhood involvement — where you can meet prospects in person. Those activities are vital components of a business plan that puts you in front of potential customers. Make sure you balance your advertising efforts with a range of approaches.


We've already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require a password.

Features From REALTOR® Magazine Online

Quick Sales Scripts, (REALTOR® Magazine Online)

Quiz: Prospecting, (REALTOR® Magazine, 2014)

The Prospecting Toolkit, (REALTOR® Magazine Online)

The Follow Up Toolkit, (REALTOR® Magazine Online)

Getting ​Started

Real Estate Business Letter Templates, (National Association of REALTORS®, n.d.)

Sales Prospecting Basics: 3 Must-Have Checklists, (Openview Labs, July 11, 2014)

What is Sales Prospecting?, (RingDNA, n.d.)

Prospecting, (Entrepreneur, n.d.)

Top Agent Secrets: Getting Listing Leads, (Real Trends, Sept. 25, 2013)

What to Say When You Call Your Database, (Real Tends, June 27, 2013)

Six Powerful Prospecting Tips to Build Your Business, (realtor.com®, May 28, 2013)

Keys to Prospecting for Real Estate Business, (For Dummies, n.d.)

National Do Not Call Registry

Ten Have-to-Haves for a Real Estate Agent, (Realty Times, Aug. 20, 2010)

Tips & ​Techniques

A New Look at Cold Calling: Just Don’t Do It, (Retirement Advisor, Apr. 2016) E

What to Do When Prospecting Fails, (Research, Dec. 2015) E

Scientifically Develop the Habit of Lead Generation: Part 1, (REALTOR® Magazine Online, Nov. 19, 2014)

Scientifically Develop the Habit of Lead Generation: Part 2, (REALTOR® Magazine Online, Nov. 26, 2014)

Scientifically Develop the Habit of Lead Generation: Part 3, (REALTOR® Magazine Online, Dec. 4, 2014)

Get Your Listings in Shape, (REALTOR® Magazine, Mar. 2014)

Geo-Farming to Build Your Business, (YPN Lounge Blog, Mar. 19, 2014)

Real Estate Prospecting Ideas to Grow Your Business Without Breaking the Bank, (29doors, Sept. 5, 2013)

To Call or Not to Call: Does Cold Calling Ever Pay Off?, (American Salesman, Sept. 2013) E

6 Tips for Real Estate Direct Mail Success, (Real Trends, Oct. 15, 2012)

Warm up to cold calling, (Florida REALTOR®, 2009)

Fear: The ultimate career killer, (Realty Times, June 4, 2008)

eBooks & O​ther Resources


The following eBooks and digital audiobooks are available to NAR members:

42 Rules to Turn Prospects into Customers: How to Build Profitable Relationships to Close More Sales and Drive More Business (Kindle, eBook)

The 7 Biggest Mistakes When Making Sales Calls (Audiobook)

Advanced Selling Strategies (eBook)

Beyond Traditional Marketing (eBook)

The Complete Idiot's Guide to Cold Calling (Kindle, eBook)

Customer-Centric Selling (Audiobook)

Easy Step By Step Guide to Telemarketing, Cold Calling and Appointment Making (Kindle, eBook)

E-Marketing (eBook)

Fool Proof Marketing: 15 Winning Methods for Selling Any Product or Service in Any Economy (Kindle, eBook)

Get More Referrals Now—The Four Cornerstones That Turn Business Relationships Into Gold (eBook)

#LEADS to SALES tweet Book01 (Kindle, eBook)

New Sales. Simplified (Kindle, eBook)

Perfect Phrases for Real Estate Agents & Brokers (Kindle, eBook)

Persuasion—The Art of Getting What You Want (Kindle, eBook)

The Power of Prospecting (Audiobook)

Power Sales Writing (Kindle, eBook)

The Sales Mastery Academy (Audiobook)

Sales & Pitch Letters for Busy People (eBook)

The Social Media Marketing Book (Kindle, eBook)

Stephan Schiffman's Sales Essentials (Kindle, eBook)

Success as a Real Estate Agent for Dummies (Kindle, eBook)

Books, Videos, Research Reports & More

The resources below are available for loan through Member Support. Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10. Call Member Support at 800-874-6500 for assistance.

Real Estate Prospecting: The Ultimate Resource Guide, (West Conshohocken, PA: InfinityPublishing.com, 2008) HF 5438 K27

The ABC’s of Prospecting: An Advanced Sales and Productivity System, (D & S Real Estate Education, 2007) HF 5438 R82

Red-hot Cold Call Selling: Prospecting Techniques that Pay Off, (New York : AMACOM, 1995) HF 5438 G56

Seller Solution: Walter Sanford’s Complete System for Sellers, From Prospecting to Presentation and Plan of Action, (Kankakee, IL., 2001) HF 5438 Sa5s

Knock Your Socks Off Prospecting: How to Cold Call, Get Qualified Leads, and Make More Money, (New York: AMACOM, 2005) HF 5438 M61k

Prospect Factory, (Cincinnati, OH: Palmetto Publishing, 2004) HF 5438 St4p

Magnetic Selling—Develop the Charm and Charisma That Attract Customers and Maximize Sales, (New York, NY: American Management Association, 2006) HF 5438 B62

Dress Your Best ..., (New York, NY: Three Rivers Press, 2005) GT 5524 K28

The Fred Factor, (New York, NY: Doubleday, 2004) HF 5500 Sa5f

Dare to Be There—Power Prospecting, (David Knox Productions, 2004) DVD 012

Hard Work: Success Made Easy, (Phoenix, AZ: Henry Cooper Press, 2004) HF 5386 C8

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