Published by Kartik Subramaniam
Regardless of how long you've been engaged with your real estate career, getting a steady stream of new clients is always a top priority. In this particular industry, consistency is king - the more people you have knocking on your door, the more revenue you're able to generate. In an effort to do precisely that, many agents take to the process of farming.
Real estate farming is a specific type of marketing technique that is used to develop business in a precise geographic area. Rather than attempting to cast the widest net possible, you instead attempt to cast the right net - meaning that you focus your attention on what may be a smaller area, but that you know like the back of your hand and that you're already intimately familiar with. Yet at the same time, real estate farming isn't quite as straightforward as it may seem. If you truly want to utilize the best that farming strategies have to offer to find your next client, there are a number of important things you'll want to keep in mind.
The single most important best practice that you can put to use when real estate farming involves making sure that you've found the right area to focus on in the first place. Begin your efforts by comparing multiple areas and even multiple locations to help come to a determination as to which one has the most overall appeal. You can use a variety of data points to do this, including but not limited to average home sale prices, the average amount of turnover, the amount of competition you'll face in the area and more.
To help verify that you've made the right decision, use recent sales to help calculate the average sale price in this particular part of town. Based on that, you'll be able to see what you're likely to earn on a commission per sale. You'll also want to pay close attention to the turnover rate to make sure that there is enough business in the area to sustain yourself. But again - you don't want to do this for just one particular neighborhood. Create a table to show your top three real estate farming areas and weigh the pros and cons of each one equally. At the end of this process, you should have all the insight you need to determine your best neighborhood.
Along the same lines, you should also be prepared with those real estate farming techniques that will allow you to attract the attention of - and ultimately win - more leads in the area you've selected. This is something that you can do in a few different ways and, in all likelihood, you'll want to use a combination of them to succeed. Create a real estate marketing plan and focus on a niche. If your specialty is single family homes, be sure to find an area with a lot of single family homes. If your specialty is condos, be sure to find an area with a lot of condos. Likewise, be sure to pay attention to the size of the farms so that you don't pick an area that is too big for you to reasonably cover.
On an ongoing basis, you should also make sure that you're always the first person to welcome new homeowners into the neighborhood. Whether that means stopping by and knocking on the door to say "hello," picking up the phone and making a call or even just sending something nice in the mail doesn't matter - what is most important is that you're reaching out and making your presence known.
Moving forward, you should also make sure that you know every time a home goes on the market so that you can be the first to preview it. Especially in a market that is as "hot" as the one we're in right now, newly listed homes move quickly. If something goes on sale that you know would be perfect for one of your existing clients, you need to act fast. Making a priority to understand the current inventory goes a long way towards guaranteeing exactly that.
Understand that having the right materials is always a critical part of knowing precisely how to farm a neighborhood in real estate. These materials can include but are certainly not limited to newsletters, postcards, flyers, market reports, "Just Listed/Just Sold" notices and more. Always utilize direct mail marketing companies to do the work for you, such as sending out farming cards. They can automatically send out postcards as soon as one of your listings hits the market or sells. This can help free up the maximum amount of your attention so that you can focus on the thing that matters most of all: your career.
You can also use a company like FarmingCards, which is an intelligent postcard marketing solution that helps organizations connect with potential clients. It's a convenient, end-to-end, artificial intelligence-facilitated service that helps agents maximize the overall return on investment of their marketing. It allows you to design postcards instantly that let you find your ideal clients using smart targeting and other features. At that point you can sit back and relax as FarmingCards prints and delivers to your farm - precisely the way it should be.
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