Baylor Cold Calling Study Sheds Light On An Age-Old Method

September 28, 2012

by Aimee Gomez

Baylor University's Keller Center for Research in the Hankamer School of Business has published its latest Keller Center Research Report, a web-based journal of academic research targeted to the real estate professional.

The report addresses topics that are relevant to the real estate industry. This quarter's issue includes a study on the effectiveness of cold calling: "Has Cold Calling Gone Cold?" by Dale Lampertz, lecturer in Marketing at Baylor.

"Our goal with the Keller Center Research Report is to help today's busy real estate professional understand the activities and strategies that work most effectively in today's marketplace," said Dr. Andrea Dixon, executive director of the Keller Center for Research. "For example, what is the role of cold calling in today's uber-connected world? Some real estate professionals swear by cold calling. Others, well, they perceive such calls to be a nuisance."

Lampertz's article highlights a study conducted in fall 2011 by the Keller Center for Research, Baylor MBA students, and Keller Williams Realty International (KWRI) to measure the significance of cold calling as a lead generation tool.

One hundred sixty agents were recruited to participate in the study and were provided with a cold calling script developed by KWRI. Participants were required to cold call by phone an hour each day for two weeks in their assigned region.

The results of the research showed that agents who will invest time and resources to cold calling, indeed, can generate appointments with prospective clients.

"In fairness, Dale Lampertz's research showcased in this KCRR issue shows the kind of results that might be anticipated should the agent use cold calling as part of his/her market penetration strategy," said Dixon. "The results of Dale's research surprised everyone. We know that our readers will benefit from this updated perspective on cold calling."

Other articles in this report include "Achieving Service Excellence in Real Estate: The Fundamental Tenets" by Lance A. Bettencourt, PhD; "Necessary Condition #10 - The Right Commitment" by Charles Fifield, MBA; Service-Dominant Logic - How Does This Impact Today's Agent? By Kenneth Le Meunier-FitzHugh, PhD; First Impressions Matter: Initiating Trustful Service Relationships by Anja Geigenmüller, PhD.

The insider articles include "Make Your Voice Heard - Make Your Marketing Relevant" by Curtis Schroeder, MBA Candidate and "Rules of Engagement - Focused Internet Marketing for Real Estate" by Jacob Christie, MBA Candidate.

To download a PDF copy of the report, follow this link:

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About the Keller Center for Research

The Keller Center for Research at Baylor University is a trusted source for leading-edge, academic research positioned for the real estate industry. The Center's team of Faculty, Staff, and Graduate Assistants engage with academics and consultants from around the globe to highlight the latest research in the areas of Marketing and Sales, Management, Technology, and Ethics, among others, with implications for today's real estate professionals.

For more information on the Keller Center for Research, visit