Uploaded byAngie Javier
Farming the Right Way
Direct mail campaigns are one of the top real estate farming ideas for agents. The document discusses how to choose a farm area and effectively market to that neighborhood through various techniques. It recommends identifying a farm of 250-500 homes and developing a detailed marketing plan. Successful farming involves diversifying marketing methods like email campaigns, contacting FSBO and expired listings, door knocking, telephone calls, holding block parties and open houses, creating a neighborhood website, using social media, and implementing direct mail campaigns on a regular basis to continuously contact residents and position oneself as the area expert. Measuring the success of these various farming strategies helps determine if it's time to invest further in a neighborhood or choose a new farm.
Farming the Right Way
- 1. Farming the RightWay Presented by Angie Javier Best practices for gaining the best ROI
- 2. Agenda| • How tochoose a farm • How to market to your farm 9 real estate farming ideas with laser focus on social media & direct mail campaigns • Best ways to measure the success of your farming
- 3. What is ageographical farm? But first…|
- 4. But first…| • Ageographical farm is a specific community in which you solicit the majority of the neighborhood for business. • Establish and brand yourself as the community expert • Develop relationships • Long-term investment in a community and the people who live there • Farming takes time • ’Real Estate farming’ is quite appropriate… you are literally growing your business, your reputation, and your connection to a specific neighborhood! If you don’t nurture your farm area, it won’t bear much fruit.
- 5. HOW TO CHOOSEA FARM
- 6. How to Choosea Farm| BUT FIRST… Creating a business plan and tracking your progress is the key to your success. Keep investing if it’s making you $$$$ If you’ve put in 100% effort and you still don’t see a ROI, time to move on! Ideas from the field: - Hire a coach - Find an accountability partner - Join a mastermind group - Create an inspiration board Source: business plan examples from marketleader.com
- 7. How to Choosea Farm| Identify a farm Research the properties and potential customers. Review the sales records for the community. Use your local MLS and Title Company records for sales and demographic information. Look at any other public records you can get your hands on to find out how many sales there were in the neighborhood over the past three years. § Geography § Competition § Current sales trends § Demographics § Lifestyle § Turnover rate § Price point § Percentage of renters § Walkability The best number to start with is 250-500
- 8. How to Choosea Farm| Develop your marketing plan for your farm area and make sure it includes your topics & messaging strategy for the full year. The more thoroughly you plan this out, the easier it will be to follow the plan when you begin to generate business and become occupied with servicing your listings and sales.
- 9. HOW TO MARKETTO YOUR FARM
- 10. How Market toYour Farm| Successful real estate farming specialists systematically and continuously market to a neighborhood brand themselves as the area’s real estate expert. They do this by diversifying the types of marketing methods used to contact neighbors to display their many marketing techniques. Generating leads and building relationships includes a variety of prospecting and marketing. Prospecting = Direct Phone calls Door knocking Asking for the business Marketing = In-Direct Letters Postcards Newsletters
- 11. How Market toYour Farm| Real estate farming is a game of touches. The more times you are in contact with the neighbors, the higher the likelihood of getting more listings in the community. Print Campaign Digital Campaign Social Media 1x per month, 6 month min. 1x per week Several times a day Recommended Frequency
- 12. How Market toYour Farm| Top 9 Real Estate Farming Ideas for Agents Email Campaigns FSBOs & Expired Listings Door Knocking Telephone Calls to Neighbors Block Parties Open Houses Neighborhood Websites Social Media Direct Mail Campaign (Market Updates)
- 13. How Market toYour Farm| Always ask for an email address to be able to “provide them with regular updates about what other homes are selling for so that you know how your home is changing or increasing in value.” Once you start creating an email database of all of the residents in the area, it becomes much cheaper and easier to systematically contact them to evidence your success. Ideas from the field: - Your brokerage’s Internal platform - Constant Contact - Mail Chimp - LionDesk (CRM) - BombBomb (video emails) E-Mail Campaigns FSBO & Expireds Door Knocking Telephone Calls Block Parties Open Houses Neighborhood Websites Direct Mail Campaign Social Media
- 14. How Market toYour Farm| Stay in continuous contact with FSBO sellers by showing how hard you work to market your listings while building relationships. Show the FSBO homes to buyers as much as you can to prove how much more buyer traffic you can generate. Ideas from the field: - For expired listings, create a hot sheet in MLS to notify you of any listings in your neighborhood that expire each day. That way you can call them and drop off a marketing packet on their doorstep for a chance to interview for the job the first day the listing expires. E-Mail Campaigns FSBO & Expireds Door Knocking Telephone Calls Block Parties Open Houses Neighborhood Websites Direct Mail Campaign Social Media
- 15. How Market toYour Farm| While this traditional activity can be a bit difficult when the season’s change, there is no better way to obtain the mind-share of residents than by meeting them face-to- face. Door knocking does take more time than telephone calls, but you can use scripts that evidence your success that are very similar to telephone scripts. This way you aren’t selling yourself door-to-door, instead you are showing that you work hard to market their listing in the neighborhood. Ideas from the field: - mikeferry.com > complimentary resources - KW BOLD E-Mail Campaigns FSBO & Expireds Door Knocking Telephone Calls Block Parties Open Houses Neighborhood Websites Direct Mail Campaign Social Media
- 16. How Market toYour Farm| Telephone calls to the residents of the farm advertising your new listing as Just Listed or Just Sold typically result in more new listing appointments than any other real estate farming ideas. Calls around the neighborhood to advertise listings as Coming Soon, Price Reduced, Back on Market and Open Houses just increase an agent’s chances of getting new listing appointments. Ideas from the field: - Cole Realty Resource - Yellow Pages - SalesDialers (auto-dialer) E-Mail Campaigns FSBO & Expireds Door Knocking Telephone Calls Block Parties Open Houses Neighborhood Websites Direct Mail Campaign Social Media
- 17. How Market toYour Farm| Once established as the neighborhood expert, hold block parties at a community pool, park or common area. These can even be held at one of your listings in conjunction with an open house. The key is to market the event in advance with mailers, emails and telephone calls to again make more touches and invite everyone in the neighborhood. Ideas from the field: - Spring: egg hunt - Summer: popsicles in the park - Fall: pumpkin decorating contest - Winter: photos with Santa E-Mail Campaigns FSBO & Expireds Door Knocking Telephone Calls Block Parties Open Houses Neighborhood Websites Direct Mail Campaign Social Media
- 18. How Market toYour Farm| Real estate farmers know that open houses are not just to attract buyers, they are also to meet neighbors. Owners that are thinking about selling love to check out open houses in their neighborhood prior to putting their homes up for sale, and hopefully they know that you are the area’s expert by now. So they will want to not only check out what other competition on the market looks like, but they will also want to meet and see what you do too. Ideas from the field: - Host a neighbors-only open house 2 hours before the public time or a twilight showing with wine & cheese (ask your favorite lender or to help you host) E-Mail Campaigns FSBO & Expireds Door Knocking Telephone Calls Block Parties Open Houses Neighborhood Websites Direct Mail Campaign Social Media
- 19. How Market toYour Farm| Neighborhood websites should have a URL that is specific to the neighborhood such as bestsaltlakehomes.com or tahoerealty.com. The website itself can be relatively simple and low maintenance and should focus more on the community. It should also include an IDX feed to your local multiple listing service (MLS) with criteria pre-set to pull up all active listings for the neighborhood. Ideas from the field: - Put the URL on everything! Sign riders, e-mail signature, flyers, etc. - Post photos and videos of the community on social media and always include the URL when posting - Add a “Buyers Waiting List” button on the site to collect contact information of would-be purchasers waiting for a home in the neighborhood that meets their criteria to come up for sale E-Mail Campaigns FSBO & Expireds Door Knocking Telephone Calls Block Parties Open Houses Neighborhood Websites Direct Mail Campaign Social Media
- 20. How Market toYour Farm| E-Mail Campaigns FSBO & Expireds Door Knocking Telephone Calls Block Parties Open Houses Neighborhood Websites Social Media Direct Mail Campaign Your online presence will be a huge differentiating factor when potential clients are scoping you out. Social media plays a big role in this. Agents that are using social media as a marketing strategy must commit to engaging and staying relevant on a regular basis. With all of the social networking sites, blogs, Q&A opportunities, etc., it can be challenging to manage time around all of them. How much time should you be devoting to your social networking efforts, and how can you ensure your time is going to its best use?
- 21. How Market toYour Farm| E-Mail Campaigns FSBO & Expireds Door Knocking Telephone Calls Block Parties Open Houses Neighborhood Websites Social Media Direct Mail Campaign Who’s nailing it? Facebook: Scott Geiser, NextHome Citrus City Facebook: Jamie Pierroz, RealtyOne Rocklin LinkedIn: Jordan Mott, Intero Willow Glen Twitter: Matt Beall, Hawaii Life RE Brokers Twitter: Randy Churchill, Dudum RE Lafayette Blogging: Alex Clark, KW San Francisco Instagram: Keven Stirdivant, KW Newport Beach Snapchat: Dustin Brohm, Equity RE Salt Lake, UT Ideas from the field: - Learn & master one platform at a time - Make it a part of your daily routine - Have meaningful conversations - Follow colleagues that are similar to your style - Avoid sudden reaction… think before your post - Join LabCoat Agents group on Facebook - #GetSocialSmart Academy (getsocialsmart.com)
- 22. How Market toYour Farm| E-Mail Campaigns FSBO & Expireds Door Knocking Telephone Calls Block Parties Open Houses Neighborhood Websites Social Media Direct Mail Campaign
- 23. | The Mail Moment: noun …thehighly interactive daily ritual that consumers devote to bringing in their mail and discovering what it offers… 1234 http://www.prnewswire.com/news-releases/national-study-concludes-consumers-value-the-mail-54304232.html 5 https://www.dmn3.com/dmn3-blog/10-mind-blowing-direct-mail-statistics-and-what-they-mean How Market to Your Farm
- 24. | The Mail Moment: noun …thehighly interactive daily ritual that consumers devote to bringing in their mail and discovering what it offers… Consumers spend 45 minutes with magazines, 30 minutes with catalogs and 25 minutes with Direct Mail. 4 (daily average) According to a USPS study, over 70% of direct mail recipients were influenced to visit the promoted website – with the greatest influence on first-time shoppers 5 Mail evokes emotion. 56% say receiving mail is a “real pleasure.” 1 Mail connects in ways other media can’t match. 67% Feel mail is more personal than the internet. 2 55% “look forward” to discovering the mail they receive. 3 1234 http://www.prnewswire.com/news-releases/national-study-concludes-consumers-value-the-mail-54304232.html 5 https://www.dmn3.com/dmn3-blog/10-mind-blowing-direct-mail-statistics-and-what-they-mean How Market to Your Farm
- 25. | The Mail Moment: noun …thehighly interactive daily ritual that consumers devote to bringing in their mail and discovering what it offers… According to a USPS study, over 70% of direct mail recipients were influenced to visit the promoted website – with the greatest influence on first-time shoppers 5 1234 http://www.prnewswire.com/news-releases/national-study-concludes-consumers-value-the-mail-54304232.html 5 https://www.dmn3.com/dmn3-blog/10-mind-blowing-direct-mail-statistics-and-what-they-mean How Market to Your Farm
- 26. | How Marketto Your Farm
- 27. Personalized with homeowner’s name Compelling CallTo Action | Unique map showing recent sales around subject property Unique key code to track responses How Market to Your Farm
- 28. | How Marketto Your Farm
- 29. | How Marketto Your Farm
- 30. | How Marketto Your Farm
- 31. | Corefact Elite BrandedCampaign How Market to Your Farm
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- 34. Measuring Your Success| Corefactfarm analysis & ROI calculator
- 35. Measuring Your Success| 10Metrics to Track for Social Media Success 1: Track Follower Growth 2: Identify Optimal Times for Engagement 3: Track Likes and Reactions for Your Posts 4: Monitor Mentions 5: Delve Into Audience Demographics 6: Determine Reach 7: Review Replies and Comments for Your Posts 8: Find Out What Content Is Being Shared 9: Track Referral Traffic From Social Media 10: Examine Click Rates Source: http://www.socialmediaexaminer.com/10-metrics-to-track-for-social-media-success/
- 36. Good Reads| 5 Tipsto Maximize Your Farming https://corefactblog.wordpress.com/2016/02/03/five-tips-to-maximize-your-farming/ 30 Marketing Ideas for Real Estate Agents https://corefactblog.wordpress.com/2016/08/11/30-marketing-ideas-for-real-estate-agents/ 5 Ways to Stand out As a Real Estate Agent https://corefactblog.wordpress.com/2016/09/15/5-ways-to-stand-out-as-a-real-estate-agent/ 8 Tips to Help You Break Through the Noise https://corefactblog.wordpress.com/2016/06/16/8-tips-to-help-you-break-through-the-noise/ 12 Things All Successful People Do http://www.forbes.com/sites/ilyapozin/2013/10/03/12-things-all-successful-people-do/#20eeaf065cd3 7 Habits of Effective People - Steven Covey How to Win Friends and Influence People – Dale Carnegie The Slight Edge – Jeff Olson The Big Moo: Stop Trying to Be Perfect and Start Being Remarkable – Edited by Seth Godin
- 37. Thought of theDay| Anyone can reach out, anyone can lead, anyone can pick someone else. But if you wait for anyone, it's unlikely to happen. It begins with you. Seth Godin