Pro Tip: One Way to Work Your Geographic Farm and Successfully Convert Leads
Real Estate Marketing 101

Pro Tip: One Way to Work Your Geographic Farm and Successfully Convert Leads

When we start working with a new Realtor® on a smart postcard farming campaign, one of the greatest feelings is when they call us, after just the first mailing, to let us know that homeowners are already using the offer codes on the cards and that they are already getting leads. This is fantastic!

What isn’t so fantastic though is that more often than not, the agent really isn’t sure what to do next. After all, the homeowner has raised their hand and said in some way or another, they are interested in what the Realtor® is offering them. But what exactly are the interested in? Are they thinking of selling now? Next month? This year? As an agent, what is the next step to take to try and nurture this captured lead and turn them into a client? These are all legitimate questions. With that in mind, today I thought I would share with you one way that you can work your leads, build rapport and capture them as clients.

Equally mix one part elbow grease, one part initiative and one part psychology

The most important thing to remember is that no matter how great your marketing piece is, it’s not going to instantly win you a listing. Marketing pieces get you leads. You need to WORK your leads to turn them into prospects and then clients. Simply putting them on an email drip campaign is not working that lead. You need to get in personal contact with them and build rapport with them to achieve your objective. This might be making a phone call and introducing yourself to them. Or, as we are going to discuss today, this might be you dropping by their home to introduce yourself and leave them with an item of value.

Many of the Realtors® we work with use our unique offer code system with automated home valuations as a way to get homeowners to go online, use their offer code. This gives them immediate lead alerts. A best practice that we always suggest to them is to immediately create a full market analysis of that property, print it out and prepare it as a gift for the postcard respondent. Some agents use automated tools, such as Cloud CMA. Others have a very easy quick way through their MLS system, or an already saved template that they can use to create these CMA’s.

Once you have the CMA ready to go, it’s time to drop by the house to introduce yourself to the homeowner. You can of course use any script you are comfortable with, but here is an example of what you might consider:

Hello!
 
My name is (agent name) and I represent [NAME OF YOUR BROKERAGE]. I was in the area previewing a property (make THAT a real story) and thought I’d stop by to introduce myself in person…you responded to my automated valuation tool from a mailing I sent in this neighborhood…[AREA NAME] is actually an area in which I specialize…what additional questions might I answer for you?
 
Most people who obtain a valuation are just curious but many are actually considering selling…which is it for you?
 
(No matter what their answer is) That’s great! My online valuation tool is a fantastic way to easily get an idea of your home’s value. The thing about Real Estate though is that selling a home is complex. There are many factors to a home that an automated computer program cannot figure out. Because of that, it’s very important to have a Real Estate professional prepare a full, detailed valuation of your property.
 
I thought it might be helpful if you had a full, professional valuation for your home, so I prepared one and wanted to drop it off for you, today.
Now of course there are many options for scripts and even more for items of value. The important thing here though is that this visit you have made with the homeowner represents an important pivot. You see, by offering the homeowner something that is valuable to them, without them asking for it, and with no expectation of anything in return, psychologically you have done something very important here. As humans, when given such a favor, subconsciously, we feel the need to pay it back. So when that homeowner becomes ready to buy or sell property, they will think of you. When that homeowner might be at a barbecue, church, or a PTA meeting and they hear of somebody that might need your services, they will refer you.
So with a little bit of up front work, some initiative and a little bit of rapport building, you’ll convert these leads and build your company, faster than you ever imagined possible.

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Chris Leo

Chris Leo is a Silicon Valley, CA entrepreneur, complete workaholic, top notch inbound marketer, dad to the coolest kid on the planet, type “A” personality, shameless self-promoter and never ending “connector”.

Even though he is seemingly always working, when he does take breaks, the “work hard, play hard” motto takes on a whole new meaning. Most people talk about “wanting to do things”, Chris goes out and actually does them.

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Chris Leo

Chris Leo

Chris Leo is a Silicon Valley, CA entrepreneur, complete workaholic, top notch inbound marketer, dad to the coolest kid on the planet, type “A” personality, shameless self-promoter and never ending “connector”.

Even though he is seemingly always working, when he does take breaks, the “work hard, play hard” motto takes on a whole new meaning. Most people talk about "wanting to do things", Chris goes out and actually does them.

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