How to Win at Door Knocking: Lessons from Author, Steven Ross
- Colby Casoria
- Aug 26
- 3 min read
At our recent EMC Monday Mastermind, we had the honor of learning from Steven Ross—author, real estate agent, and someone who has knocked on over 125,000 doors in his career. While the idea of door knocking might make many of us cringe, Steven broke it down into something much simpler: having more real conversations that lead to real relationships.
And here’s the kicker—Steven is an introvert. He doesn’t work nights or weekends, doesn’t throw big events, and admits he’s not naturally social. Yet, through consistency and a clear strategy, he’s built a thriving real estate business that runs on connection, not cold sales pitches.
The Core Lesson: It’s Not About Selling Houses
Most agents approach the business transactionally—trying to “sell houses.” Steven reframed this entirely:
“People don’t pay for houses. They pay for problem-solving. If you’re just selling houses, you’re replaceable. But if you’re relational, consultative, and trusted—you’re invaluable.”
He encouraged agents to view themselves as professionals and advisors, not salespeople. That shift in mindset changes every conversation.
The Database Math That Changes Everything
One of Steven’s biggest takeaways was shockingly simple:
With 200–300 people in your database who know, like, and trust you, you can generate 20+ transactions per year.
That can easily equal $300K+ in GCI, working 30 hours a week—with time to actually take a day off.
It’s not about chasing thousands of cold leads. It’s about curating a strong, engaged community.
The Door Knocking Script That Actually Works
Steven role-played his exact approach, and it wasn’t a hard pitch—it was human, disarming, and focused on permission.
Here’s the structure:
Acknowledge the interruption
“Hi, I’m Steven, a local realtor. You seem busy— is now a bad time?”(This instantly creates respect and lowers defenses.)
Set expectations
“What I have to say will take less than 2 minutes.”(By framing time, you earn permission to continue.)
Use labels and curiosity
“You probably don’t have real estate plans this year.”“You probably aren’t paying much attention to the market.”
By assuming they’re not moving, you create safety and space for an honest conversation.
Offer value without pressure
“I come by with a quick market update—would you mind if I left it with you?”
Connect personallyAsk about how long they’ve lived there, where they moved from, what they love about the neighborhood. These questions build genuine rapport.
The entire exchange takes 60–90 seconds. No pitch, no push—just planting a seed and starting a relationship.
Finding the Right People (and Skipping the Wrong Ones)
Steven stressed that not everyone belongs in your database. Some people are “HALFs” (Hard, Annoying, Lame, Frustrating), while others are “ELFs” (Easy, Lucrative, Fun).
Your goal isn’t to collect every name—it’s to find and nurture your people.
The 13 Virtues of a Trusted Advisor
Steven shared the qualities clients look for in the professionals they choose to trust. A few standouts:
Empathic Listener – listens with care, not just ears.
Authentic – a real human, not playing a role.
Grounded – calm even when deals get messy.
Honest & Transparent – speaks the truth, even when it’s uncomfortable.
Committed – cares about the client, not just the transaction.
When you show up with these qualities, clients don’t just hire you—they stick with you, refer you, and see you as their go-to professional for life.
The Big Takeaway
Door knocking isn’t really about knocking on doors. It’s about creating conversations that connect, building a curated database of people who trust you, and showing up as the kind of professional who solves problems—not just sells houses.
Steven reminded us that you don’t need to chase more—you need to focus on better.
And with that approach, you can build a high-income, low-stress business while actually enjoying your life outside of real estate.
📅 Up Next: Monday Sep 9th, 2025
Topic: Unlocking Commercial Referrals
Featuring: Paul Frank — a top commercial agent who helps residential REALTORS® generate new income streams through strategic partnerships and referrals.
🎯 RSVP Here to join us live
Whether you’re building a luxury business or just getting your first listing, these Masterminds are your place to grow, connect, and take real action. Join us next time — and bring a friend.
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