This challenge/contest hits a sour spot with me. Partly because I'm human just like everyone else. Describing our failures is not a shining moment in anyone's business resume, but that's a big part of this challenge in my opinion and one to be examined. After all, we're supposed to learn from our mistakes!
Marketing to a "farm" can be described as a neighborhood or area that we choose to market our business by sending cards and other items to homeowners. Where we choose and how we send these materials plays a big part in the success of these results.
Unfortunately, I did not choose wisely a long time ago and the results were unremarkable. The sales rate for the neighborhood that was next to my own didn't have enough sales results or turnover to make it a good bet. It was definitely unremarkable. I had thought the proximity of my successful neighborhood was enough to carry me and my marketing efforts. Not so.
Marketing to a "farm" can seem like an easy thing to do. Send postcards, get responses and business. Easy some might say, but not so fast. Not spending enough time searching sales stats for the neighborhood to show enough sales to make it a profitable "farm" ensured that this campaign failed. NEXT!
I've also been on television, FOX 10 to be exact. That expensive marketing effort and team of people cost way more than I'd like to admit. NEXT!
Future - I'm currently deciding where to farm next as this other neighborhood has been a bust for me during the last 3 years of sending postcards.
Marketing winners have and continue to be online social media efforts. Because my real estate focus is energy efficiency, sustainability, and reducing carbon in the environment, online efforts have produced the best connections. These connections have purchased, sold, introduced me to more potential clients than any other source.
Just yesterday a sustainable architect asked to connect with me on Linkedin. I've connected with other architects, builders, LEED APs, and more on Linkedin.
Since I'm part of a Net Zero Expo March 15, 2018 in Cottonwood, Arizona, I invited the architect to attend. The attendance at this event is top notch: Department of Energy, City of Scottsdale, SWEEP, Builder and HERS Rater, Sustainable Architect, Salt River Project, and me. Having those types of connections is huge in energy efficiency as a realtor.
But none of my online efforts on Linkedin would have been possible if it hadn't been for my experience on ActiveRain blogging. You see, I started copying my blogs onto Linkedin, tweaking them for that audience. The result has been very productive!
Thanks to my education and learning about social media through ActiveRain, I've seen more connections and successes than any other source.
Marketing winners have also been personal connections through my volunteerism. My volunteer efforts as Advisory Board Members, Committee heads and others produce personal connections which seem to be the best for real estate. I've sold homes and helped sellers with listings, been invited to connect in groups, and made contacts I never would have otherwise if it hadn't been for my original connections with Efficiency First Arizona, US Green Building Council and now the Scottsdale Area Association of REALTORS.
As you can imagine, energy efficiency and the realm therein are a specialized niche. To be included with the big guys in and around the country, is a unique endeaver. One of my Advisory Board positions is because the Executive Director saw me at a baseball game after viewing my profile online.
Imagine being singled out at a baseball game with no idea of who the person is that is confronting you. Having an entire resume on Linkedin.com has been a blessing for business connections, support and business in general.
Without learning how to blog, I would have never learned how to post on Linkedin to gain effective comments, results and connections. The past education from those at ActiveRain has been instrumental in my succesful marketing efforts.