17 August 2018
Geographic farming (also called community marketing) is the most effective way to build your client list. This does not mean, however, that you will instantaneously get the results you want. Becoming the number one real estate agent in your chosen geographic farm takes time and know-how. It also involves knowing what not to do.
Here are the top five mistakes Realtors make when farming their chosen community:
1. Choosing the wrong neighbourhood to farm.
When choosing the right community to farm, there are several factors to consider. Luckily, we’ve written an article that shows you step-by-step how to select the perfect geographic farm for your needs: [insert article title/link here].
2. Not sending direct mail newsletters.
Relationship building is the foundation of community marketing. This cannot be accomplished with bus bench advertising or billboards. You must provide something tangible, interesting and valuable to the homeowner that they can look at in their home. This means eye-catching, customized real estate newsletters with compelling content. If you’re not convinced that direct mail works, read these interesting stats.
3. Sending the wrong messaging at the wrong frequency.
Are postcards cheaper than direct mail newsletters? Yes, they are. But dropping a generic postcard sporadically is not going to cut it in terms of relationship building and – the ultimate goal – achieving top-of-mind status as the Realtor to call and refer. Postcards are most effective when they are supplementing a regimented community marketing system that includes direct mail newsletters, drop-ins and phone calls.
4. Not getting “face” time.
Let’s face it, door knocking can make you feel awkward and uncomfortable. Introducing yourself in-person to your community, however, is a game changer. Here’s an article to help you build relationships while skipping the awkwardness: Real Estate Sales Scripts for Canvassing a Neighbourhood. In addition to canvassing, you can join or host community activities. Here are some [summer ideas for networking with your geographic farm].
5. Giving up too soon.
Real estate agents, especially inexperienced ones, will often set their expectations high and expect immediate results. Think about it like this. What are the odds of meeting someone at a mall and becoming instant best friends? It can happen, but what is more likely is that you meet someone and carefully cultivate a relationship that begins with being casual acquaintances and ends with the two of you becoming inseparable. This can take many months to happen. This is also true of geographic farming. It takes time, work and constant contact to build yourself up to the level of a top-of-mind, go-to agent.
Yes, it’s true that geographic farming takes time and effort. Luckily, Morris Real Estate Marketing Group is here to help. Learn more about our Real Estate Community Marketing System today!