Won't you be my neighbor?! Mr. Rogers had the right idea...get out there and get to know your neighbors! Help out, lend a hand, and get involved in neighborhood events. He made visits to local business owners and helpful neighborhood role models. Mr. Rogers always rallied his neighbors together. But what if Mr. Rogers doesn't live in your neighborhood? And for whatever reason your neighborhood doesn't have that one person that can bring the community together. That's where YOU come in!
If you are already farming a specific neighborhood, or preparing to, I suggest trying a Neighborhood Newsletter. Whether you walk it or send it, neighborhood news is a great way to reach out and market to your farm. What better way to get connected with a neighborhood than to share what's going on and take part in the action.
Getting started with a format: If you are working on a tight budget, I usually suggest starting with a Publisher template. You can easily customize a Publisher template by including your logo and brand, modifying the colors to match both, and even swapping out the banner image with your own design. If you have access to a graphics designer or other marketing specialist, you could always pay for a custom designed template that you can then reuse each week or month.
Content to include: The basics: your contact info and picture, industry or market updates, featured listings, comparables, local events, weather, interviews, etc. To find out what's going on in your area, visit local city Websites and blogs, check local papers and magazines, and visit local businesses. You'd be surprised how much info you can find on the bulletin board of your neighborhood Starbucks. Start walking your neighborhood and introducing yourself to those you meet. Visit local parks and recreation areas and talk with parents. At home moms are a great wealth of information. Also, drop by the local school offices, library and community center. All usually have monthly newsletters packed with local event dates and info for getting involved.
Leading the way: Let your offline marketing lead consumers to your online marketing. Make sure that you highlight your real estate blog or Website in your neighborhood newsletter. You can also provide limited listing info in your newsletter (as a teaser), but then link to your blog or Website....or even a MarketSite. Hold a weekly or monthly contest. Provide a link to your blog/Website for your neighborhood readers to enter for a chance to win dinner at a local restaurant or wine from a local winery, etc. There are a great many ways here for you to tie in local business promotion, as well as to promote yourself as the local neighborhood expert. Be sure to print extra copies of your neighborhood newsletters for distribution at neighborhood businesses.
Delivery options: Of course, printing and walking your farm is the greatest way to get to know your market area. Face to face meetings give you the opportunity to make real connections. However, mailing or sending your newsletters via email can also be very effective.
So, take a tip from Fred Rogers and make the most of this beautiful day! Start by taking a little time to create a neighborhood newsletter. If done correctly and sent consistently, your newsletter will be an invaluable resource to your farm, connect your offline and online marketing, and coin you as the neighborhood expert. Not bad for a day's work!
Comments(15)