One of the most common complaints we hear from Realtors® that are farming a geographic area is the fact that they feel they aren’t getting enough traction in the market, compared to the efforts they are putting out there. On it’s face, it’s an interesting dilemma. On the one side, when you are farming an area, you are making a large financial commitment to get noticed in that area and brand your face and name in the minds of homeowners in the area, making them instantly think of you, when they think about selling or buying Real Estate.
On the other side though, when asked what else, besides the geographic farming, or digital marketing they are doing to agents is happening in their campaigns, the most common answer we get is not really anything else of substance. This is a problem.
You see, any great marketing campaign can only get you the opportunity to build a relationship, hopefully allowing you to nurture that relationship and then turn it into business. Is nurturing it really necessary? Of course it is. We aren’t talking about deciding whether or not to sign up for a subscription to Netflix. We’re talking about the sale of what is likely a person’s most expensive asset. You are going to need to converse with homeowners that raiser their hand in interest. You are going to need to build rapport with them. You are going to have to make them comfortable enough to rest reasonably assured that you will be able to meet their goals and sell their home for the amount they want, in the timeframe they want.
For those reasons, when you get responses to your marketing, you need to work those leads. You can’t just try calling them once, put them on a email drip campaign and forget them until they hopefully call you. Not only that. For all those that haven’t raised their hands yet, you also need to be visible. You truly need to work it. Based on that, I thought today I would share with you three easy ways that you can get out in your farm area, connect with homeowners, and hopefully nurture your relationships enough that they will always come to you with their Real Estate needs.
Bare Minimum- DO NOT Become Invisible
Now I realize that everyone has busy schedules and time is one thing that is always lacking, but at bare minimum, if you never did anything else except one thing, you HAVE TO make an attempt to personally speak with anyone that responds to any of your marketing pieces. My favorite way of course to easily manage finding who you need to contact is via capture marketing. Once you know who has raised their hand with some level of interest, get out there and get in touch with them.
Even if you hate door knocking, the next time you are in your farm area, stop by the house. Knock on the door, armed with something that they will find valuable. For instance, come armed with a custom created home valuation for them. This is something valuable that they’ll enjoy reviewing, and the perfect opportunity for you to have a longer conversation with them, allowing you to go through it, point by point, explaining to them what it means.
If you nobody is home, stop by again on another day. Worst case, if you can never reach them, you can drop off the valuation at their doorstep and follow that up with a handwritten note letting them know you tried stopping by a few times and that you hope they enjoyed the valuation you put together for them, are happy to answer any questions they have, etc.
The key here is DO NOT just call them, leave them a voicemail and put them on an email drip marketing system. This is not going to help you nurture those leads.
Even Better- Also Get Involved In The Community
Another fantastic way to help build rapport with homeowners in your farm area and further nurture the direct contacts you have already made with people is to get involved in the community. Specifically, promoting, volunteering or sponsoring local community groups, charities or organizations.
One of our top producing clients has been sponsoring a little league in his farm area for years. He not only sponsors it, he volunteers his time to help with games and events, and he spends time at the games, socializing with the parents and rooting on the kids. One part of building rapport with any potential seller is demonstrating to them that you truly care about their needs and want to help them. A fantastic way to do that is entrenching yourself in events in the community, showing them you care about the community, the organizations and the people that are running them.
Best Case- Go Door Knocking
Now I know this one is a lightning rod. People either love door knocking or hate door knocking. I’ve been doing marketing for Real Estate Agents and Brokerages for 20 years. I have never come across anyone that is “kind of okay” with door knocking.
The fact of the matter though is that door knocking is a fantastic way to get face time with homeowners, gain notoriety and build rapport. We get a lot of agents that try and rationalize skipping door knocking on account of the homes they are marketing to are too expensive. That just simply isn’t the case.
Case in point was a Realtor® I discussed in a video post last week that was netting $6 million plus in commissions each year. He sells homes that are multi-millions of dollars in California. He has no problem knocking on the doors of those homes, and even less problem getting homeowners to want to converse with him. He is crushing it and he is dominating his Real Estate farm.
The truth is there are many ways you can work your farm and get more traction. These three will hopefully get you on your way. Do you have a way I didn’t address? What is it? Please leave a comment below.
Do you want to discuss more specific ways you can crush it in your farm area? Click the link below and I would be happy to help you in any way I can.