All of you have heard that prospecting for new clients is a critial part of being successful in real estate.

Some of you even believe that.

Some of you actually do that.

But, since prospecting is often the least favorite activity for many real estate professionals, it’s often overlooked or put off.

This is especially true for professionals who have been in the business a long time.  I’ve talked to many who say that they used to be able to rely on their sphere and referrals to maintain their business at a fairly consistent level.  They’re not very excited about doing more prospecting.   And, they’re frustrated because they don’t understand why — all of a sudden — it’s necessary.

If this describes you in any way, I think you’ll find this post by Mary Nack in Chicago to be very interesting.  Mary has analyzed the reasons why prospecting is more important for her business.  And, sometimes I think that understanding a problem makes it easier to deal with.  So, enjoy.  Or, at least get a new perspective on the issue!