5 Ways to Add a Live Layer to Your Geographical Farm Campaign
When you think of a geographical farm, what comes to mind? Postcards? A monetary investment? An ongoing faucet of revenue? We all know that mailing is a tried-and-true way to make connections. So what do you do if you want to connect with more people in your farm, but you don't have the budget yet? Here's another scenario: maybe you are already getting a good result with your farm, but you want to build deeper relationships without blowing your bank account. In both situations, the power of live connections can give you terrific bang for almost no bucks at all!
Here are five ways my clients have developed further connections in their farm area by using the power of their presence:
#1 Open Houses
When you send out an invitation for a neighbors-only open house, that can be a very powerful way to build connections. Make sure you make it an event with ample signage, flyers in the home, a home book, special feature cards, and more. Some agents even put out to-go drinks and snacks. Be available to schmooze – don't hide behind your computer or phone. I even recommend having your Farming Bible on hand.
#2 Show Up at Events
Community garage sale? Show up! Block party? Show up! Fundraiser? Show up (and perhaps even become a sponsor)! Live music at the local restaurant? Show up! Events are a fantastic way for you to make live connections, but the pressure is off because someone else is usually the ones doing the organizing. If you are going to be there, you may also help advertise the event in your mailers.
#3 Attend HOA Meetings
If the area you are targeting has an HOA, attending regular meetings (if allowed) is a good way to learn about what is happening in the HOA and you can connect with others in attendance. Note, I don't encourage you to get involved in the HOA as these can be a hotbed of unrest. When I was farming, I even included some updates in my mailers as they pertained to real estate. For example, if something was decided about for sale sign size or the process in getting landscaping approved for an upcoming listing, that is the type of information I included.
#4 Connect at a Class
Today's classes can be held live and on Zoom, so you have more options than ever to connect. What type of classes might homeowners be interested in? Investing in long-term or short-term rentals, creating curb appeal to sell, the top renovations that provide the strongest return on investment, and/or an annual market update are all fantastic topics that homeowners would be interested in. Holding regular classes have been fantastic lead generation faucets for my clients.
#5 Dazzle Them With a Drive-Up
Although most of my clients utilize the Drive-Up as an opportunity to connect with past clients, it can also be a great opportunity for a farm area. Basically, you choose a “carrot”, or a giveaway that encourages recipients to take action. That could be a gift such as a box of cookies from a local bakery, a neighborhood multiple-page quarterly or annual report (this is an inexpensive gift to provide), or even something based on a holiday such as a basket for kids at Easter. Make it easy for the folks in the farm to drive up and get the item. Some will simply take it with a thank-you, but others will stay and talk.
When we generate leads, it either takes time or it takes money. Mailers already are a monetary investment, but your time investment can also yield great results. Remember, you have a variety of personalities in your farm – adding different types of communication layers will attract even more people and potential clients. Your presence is powerful!
For over two-decades The Lones Group has evolved the standing and skills of thousands of agents with branding and real estate coaching. Schedule a consultation, call us at (360) 527-8904, or send an email to solutions@thelonesgroup.com to learn how we can help you!
By Denise Lones CSP, M.I.R.M., CDEI - The founding partner of The Lones Group, Denise Lones, brings nearly three decades of experience in the real estate industry. With agent/broker coaching, expertise in branding, lead generation, strategic marketing, business analysis, new home project planning, product development, Denise is nationally recognized as the source for all things real estate. With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.
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