Door Knocking: The Tactic Time Forgot
Why the Practice Refuses to Die
Door knocking predates the telephone. It emerged in a time when commerce was face-to-face, information was scarce, and the front door functioned as a marketplace.
In that context, it made sense.
That context no longer exists, but the practice persists. Not because it works better now, but because it is familiar, tangible, and easy to explain to oneself as effort.
Why It Feels Wrong Now
Modern consumers are not waiting to be found. They are informed, connected, and protective of their time and privacy.
An unexpected knock is no longer interpreted as initiative. It is interpreted as intrusion.
Knocking on my door, for example, would be met by two adorable mastiffs with a strict appointment-only policy.
What once signaled hustle now signals misalignment with how adults live and decide.
When Tradition Is Mistaken for Strategy
Appeals to tradition are not evidence of relevance.
Your great-grandfather sold encyclopedias and vacuum cleaners door-to-door because alternatives did not exist. Interruption was tolerated.
Today, consumers have options. They research privately, decide quietly, and initiate contact when ready.
Reverting to an obsolete tactic does not make it effective. It makes it conspicuous.
The Math That Gets Ignored
The math is rarely done honestly.
Out of a hundred doors, how many occupants are home, how many are open to interruption, how many are considering a move, how many are unrepresented, and how many would choose a professional who appeared uninvited?
By the time you reach that final group, the probability approaches noise. Door knocking is not prospecting. It mistakes interruption for intent.
AVOID: Mistaking Interruption for Intent
Effective prospecting respects context.
If a tactic relies on surprise, discomfort, or intrusion, it is already working against you. Modern professionals do not insert themselves into people’s lives uninvited.
They earn attention by being useful where attention is already being paid.
Matt Cooper
Owner | Broker of Record
Durham Home Key Realty
