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From your perspective, these people have the most positive of prospects' attitudes.

Having made the decision to buy or sell, they are highly committed to moving.

In marketing to this group you face two challenges.

Prospecting helps you identify people who are actively looking to buy or sell homes.

Through your marketing comunications you can catch the attention of these people...and help make them aware of how you help clients.

Ideally, your marketing comunications will help prospects self-identify ...by contacting you.

If they don’t select you as their agent they will definitely choose some one else.

Marketing to these people has one and only one purpose...to attract them as prospects.

You can do this by offering prospects a compelling reason for choosing you.

The best way to start the process of converting these prospects to clients is to ensure that the content of your marketing communications pre-sells you and your services.

Not yet in the market, these prospects attitudes are close to being ready to buy or sell. They could be convinced to enter the market.

Remember that prospects attitudes can...and often do...change.
 
As well as not having decided to enter the market, they have yet to decide which agent to choose.
 
Your challenge is to change these prospects attitudes by helping them understand that they can sell their current home and find a new one.
 
Or perhaps they think they can’t afford to buy, or that there is nothing available that will satisfy them.

Drawing on your own market knowledge,  and undertanding of client expectations, you can help them resolve their concerns.

Instead of aggressively pursuing these people, it’s better to keep in touch less intrusively, the same way you keep in touch with clients and other network contacts.

Try to identify what’s holding them back from making a decision. Once you know, help them overcome this obstacle.

Once the obstacle has been removed, these prospects attitudes will likely change and they will probably become more willing to buy or sell.

When this decision is made, they become Category I prospects at which time your focus on converting them into clients.

Add them to your mailing list (with their permission) and send them your 
newsletter and other reminders of you and the great service that you provide to clients.

Unlike Category II prospects, these people are not thinking about buying or selling. They haven’t even considered changing residences.
 
Maybe they are preoccupied with other matters...or perhaps so comfortable with their current home that moving is a total non-issue.

By communicating effectively, you can help change these prospects' attitudes.

Draw on your market knowledge to help them understand how they will benefit from buying or selling.

When they understand...and are open to the benefits of buying or selling...their attitudes may well shift, becoming Category II prospects.  

At this point, they are warm leads...treat them the same way you do your clients:

Followinging this approach will help these people keep you in mind.

When they do start to think of buying or selling, they will probably think of you... and contact you.

Why are they not interested?

Usually it’s because they have preconceived notions and opinions about home ownership in general or real estate agents in particular.

Sound factual  market information and testimonials can be powerful persuaders. 

By making effective use of this material, you can get them thinking about buying or selling and also establish your credibility.

In many cases, keeping in touch with informative and educational material can help increase prospects’ interest in buying or selling.

And the more interested they become, the more likely they will be to start to think about buying or selling.

When this happens, you will be well positioned to attract them as prospects.

These prospects attitudes are the most difficult to change.

Perhaps they know they don’t qualify as clients because they lack a home to sell or the resources to buy one.

Or it may be that they are genuinely not interested in buying or owning real estate.
 
It might also be because they have a relative or close friend who is an agent in the same market you serve.
 
Almost the only way you can influence them is through keeping in touch.

By all means offer to send your newsletter, as always, with their permission.

Should their circumstances change, they might contact you.

If not, you still have 65% of the market as prospective clients.

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