My Best Farming Technique | I Farm For Listings | A Very Large Farm !!

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Services for Real Estate Pros with RE/MAX Executive Realty 104763
https://activerain.com/droplet/5cPL

“My Best Farming Technique” is the “tried and true” method known as Direct Mail Marketing. I’ve been participating in this method for all of the 40 years of my participating in the real estate business as a listing agent. Of course, 40 years ago, very few participated in this Direct Mail Marketing. Networking was the method of choice for Broker/Owners. It cost them no money!!

My first Broker/Owner discouraged me from mailing postcards until my first call came in from my “very first mailing.”  I had no money in 1978, so my program consisted of 5-5-10. That equates to 5 on each side of the listing and 10 across the street.  How do you like those odds??? I never stopped mailing from that day forth.

I decided in my first year of real estate that “listings were the name of the game.”  They haven’t failed me nor has the method I used to make my phone ring. Fast forward to present day, or this could result in a mini-version of a real estate book!

For the past 20 years, my direct mail marketing routine has expanded significantly.  Every month I mail to all of the single-family homes throughout the entire town of Franklin MA (7,700) and I offer a Free Market Analysis. I also complement that Free Market Analysis postcard every month with “Just Listed; Sale Pending; and Sold Another One” postcards. As each status occurs, 500 postcards are mailed using the subject property as the nucleus of the circle. A total of 1,500 postcards are dedicated to each listing to announce all of the status changes.

 

The “Sale Pending” postcard is my most valued. No other agents in my area mail that status change. It’s mailed after the purchase and sales has been fully executed, and the sale pending rider is placed on the sign.  The statement of “we can do this for you, too” is on the postcard.  It’s the trigger.  That’s all any homeowner wants to know, and that’s the statement of the agent saying they can find a buyer for the potential homeowner.

Direct Mail Marketing is also the method I use to target potential buyers for subdivisions.  After the market crashed, I secured 4 Active Adult Communities to market. I purchased a database of names and addresses for towns within a 20-mile radius of Franklin. The names were of folks who were 55 years old and owned a home. I mailed consistently inviting them to attend our weekend open house events. All of the subdivisions were different price points, and we had all of them. When you have all the toys, and you market properly, you can’t help but succeed. We sold all 4 subdivisions in a timely fashion in a tough market.

Direct Mail has kept us in listings in this extreme sellers’ market.  Now, I post all of my postcards online, too.  It’s a smart move to integrate marketing.  I use both online and offline, and they complement each other. My goal has always been to not miss a beat and capture the attention of the entire marketplace. The key to success with this method of marketing is consistency. It’s not a “one shot deal.”

This blog post was written as a submission to the ActiveRain Challenge - My Best Farming Technique (Sponsored by SmartZip). If you would like to share one of your favorite farming techniques (and earn up to 10K ActiveRain points as well as a chance to win a free ticket to a Ben Kinney Training event) head over to the blog post announcing the challenge.

 

Posted by

       

Barbara Todaro

Marketing Agent for The Todaro Team

308 W. Central St...suite E

Franklin, MA 02038

508-918-9148

Exclusive Marketing Agent for The Todaro Team

 

             Copyright © 2009 - 2019 Barbara Todaro

                               All Rights Reserved



 

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Katerina Gasset 06/18/2018 12:44 PM
Topic:
ActiveRain Community
Groups:
The Art Of Marketing You
Bartender, Make it a Double
Old Farts Club

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Ambassador
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Jon Zolsky, Daytona Beach, FL
Daytona Condo Realty, 386-405-4408 - Daytona Beach, FL
Buy Daytona condos for heavenly good prices

This is very impressive. I know for a long time that you are a direct marketing queen, and this post just affirms it. Kudos to you.

Jun 19, 2018 08:59 AM #64
Anonymous
Tamara BetterBuyerSavvySeller

Consistency is key. I would also add that knowing your avatar/ideal client is very important when marketing and servicing them. That way, you can ensure you're reaching them the way to resonates with them the most.

Jun 19, 2018 11:47 AM #65
Rainmaker
4,913,020
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

it's critical to know your avatar.... no point in marketing to the wrong group.... I buy databases of names and addresses for specific avatars, especially with new construction and inviting them to attend...

Jun 19, 2018 11:50 AM #66
Rainmaker
2,189,507
Elizabeth Weintraub Sacramento Realtor Top 1%
RE/MAX Gold - Sacramento, CA
Put 40 years of experience to work for you

Hi Barbara: You must have a direct mail budget of $10,000 a month, right? And it definitely pays off for you. I think it is also more local-based for you. In some parts of the country, direct mail does not seem to work very well. We don't even check our mail everyday as most of it goes directly into the trash. We don't get bills or letters anymore, LOL.

I market on Facebook, Twitter, GooglePlus, LinkedIn and use digital ads, plus I pay for online premium placement, in addition to knocking my SEO into the stratosphere, and that's what works for me in Sacramento. We all have to do what works in our markets.

But one thing is consistent, you need to spend money and you need to be consistent, and the rewards will far exceed the outlay.

Jun 19, 2018 01:00 PM #67
Rainmaker
4,913,020
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

I'm old school ....I pay my bills online, but I'm paranoid about forgetting.... I don't miss a day.... so I want to receive one in the mail,  just incase I forget to go online and pay it....that mail is my reminder before the bill is due!!!!  age does that to you... Elizabeth Weintraub Sacramento Real Estate Agent, Top 1% of Lyon Agents 

Jun 19, 2018 01:30 PM #68
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Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

BarbaraT- you absolutely know how to market like you mean it. When some people might not even start because their funds are limited. But look at what you did!!! 

Jun 19, 2018 03:30 PM #69
Rainmaker
494,567
Sonja Patterson
Keller Williams - BV - College Station, TX
Texas Monthly 5-Star Realtor Recipient for the Hou

Your postcards look great Barbara! Thank you for sharing your tips with us!

Jun 19, 2018 03:55 PM #70
Rainmaker
4,913,020
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Kathy Streib that's what we do.... thanks

Sonja Patterson I hope they're helpful to you....

Jun 19, 2018 05:48 PM #71
Rainmaker
2,487,659
Rebecca Gaujot, Realtor®
Vision Quest Realty - Lewisburg, WV
Lewisburg WV, the go to agent for all real estate

This post sold me on farming/marketing.  Thanks for this very informative post. I am training a new agent and will discuss your post and hopefully start farming like you suggest. Really appreiate this advice.

Jun 21, 2018 04:37 AM #72
Rainer
77,730
Fred Dorsey
Douglas Realty LLC - Rockville, MD
Specializing in Solutions

Very good stuff I have been thinking about direct mail a lot I do it a little bit a lot and not consistent

Jun 21, 2018 05:54 AM #73
Rainmaker
4,913,020
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Fred Dorsey hope the info helped you...

Rebecca Gaujot, Realtor® I'm sure it will increase your business....

Jun 21, 2018 06:08 AM #74
Rainmaker
577,076
Pat Starnes-Front Gate Realty
Front Gate Real Estate - Brandon, MS
601-991-2900 Office; 601-278-4513 Cell

You're one of the hardest working Realtors I know, and I value your advice. I'm going to beef up my use of Direct Mail, thanks in part to your inspiration.

Jun 24, 2018 09:26 AM #75
Rainmaker
4,913,020
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

thank you so much for your kind words....good luck with it.... Pat Starnes, Brandon, MS 

Jun 24, 2018 09:29 AM #76
Rainer
302,129
Melissa Jackson
Citiwide Alliance Realty - Weatherford, TX
Helping You Make The Right Move

We check our mail about once every 2 weeks. Still If I were in the market & holding your post card I would definitely give you a call. Your direct mail campaigns have paid off Barbara Todaro 

Jun 24, 2018 01:56 PM #77
Rainmaker
4,913,020
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Melissa Jackson and we'd be there in a flash....thanks so much....

Jun 24, 2018 02:46 PM #78
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Fred Griffin, on leave of absence from ActiveRain
Fred Griffin Real Estate - Tallahassee, FL
Licensed Florida Real Estate Broker

Listening right now to Bob Stewart on the "Farming Webinar" hosted by SmartZip.

Bob refers to you as "The Postcard Queen".

I love it!

Jul 31, 2018 10:17 AM #80
Rainer
110,014
Farooq Khan
Pacific Realty Partners - Newark, CA
Real Estate Broker - CDPE

Great  blog Barbara Todaro ... direct mail marketing works well!  I did it, but have stopped for a little bit. Thanks for the motivation and sharing your system.

Need to get back to direct mail marketing.  Also the community I am in responds well to the mail pieces. Thanks

Jul 31, 2018 11:06 PM #81
Rainmaker
1,655,243
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker and Attorney Licensed in DC, MD, VA,

I am glad that Roy posted this one as part of his farming re-cap - everyone should read your posts about direct mail! 

Oct 14, 2018 05:37 AM #82
Rainmaker
62,046
Ricardo Mello
Manhattan Miami Real Estate - Manhattan, NY
Manhattan & Miami Real Estate Agent

Great way to handle listings!

Dec 02, 2018 05:15 AM #83
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Michelle Carr Crowe,Altas Just Call...408-252-8900!
Get Results Team...Just Call (408) 252-8900! . DRE #00901962 . Licensed to Sell since 1985 . Altas Realty - San Jose, CA
Family Helping Families Buy & Sell Homes 40+ Years

Barbara,

Isn't it amazing how some tried-and-true formulas like 5-5-10 still work?

Jul 01, 2019 07:51 PM #84
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