Target Marketing your Real Estate Business

By
Education & Training with Director of Education & Industry Outreach at eXp Realty & RE Tech Campus

What is Target Marketing? I like to refer to it as laser surgery. While many Realtors, before building their referral business, try Farming as a way to generate buyers and sellers, I have found that most will use geographic and neighborhood Farming as a first resort. The are lot's of Farming ideas out there to be utilized.

Did you know that public records (varies from county to county) offer some great ways of building prospects using the data in a different manner?  We all know you can search and Farm for empty nesters, move-up and move-down buyers, renters and most likely to list properties. Non-owner versus Owner-Occupied etc.  What you may not know are all the ways public records can be searched to get you the most results, with the least amount of cost or time invested.  Target Marketing!

Some examples of Target Marketing might include:Brad Andersohn - Pumpkin Photo

  • Investors (multiple property owners)
  • 1031 Exchange Candidates (investors)
  • The For Sale By Owner
  • The City (planning commission or permits dept)
  • REO Properties (Data Available)
  • Relocation Companies
  • Active Rain Real Estate Investors
  • The Local CPA or Tax Accountant
  • Transfers By Deed Type (Affidavit, Interspousal, Quitclaim etc)
  • Search by Land-Use Code (99 Different ones in my County)
  • Nearby College Properties
  • $1,000,000 Property Farm
  • The "Rich and Famous" Farm
  • The "Moving Sale" or "Garage Sale" Farm (check your local listings)
  • The Cemetary Farm (Homes Adjacent to Cemetary)
  • Statistical Farming (using demographics and analysis data)
  • Zoning Codes Farm
  • Interest Rate Type & Loan Type etc

plus many other options are available in different market areas.

This post is just to get you to think outside the box.  What other ways might data be available to you?  How about your MLS, the Internet, Your Local Paper, Online Database Managers, other official records from the assessor and recorders office etc?

Of course once your business is established, you will no longer need to farm, most your business should come from referrals or sphere at that point.  Target marketing is probably one of the least utilized, most over-looked forms of increasing business.  For the most part, many realtors and lenders don't even know this data is available to them.

Check with your local Title Company and see what they can provide you as a "Target Marketing Farm".  My advice is to find one or two niches that work well for you, "follow your passions", and be relentless in your efforts.  If you want the worm, don't just be the early bird, dig even deeper, then you can be the bird that gets to sleep in once in awhile!

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Rainmaker
276,549
Eric Egeland
RE/MAX SUBURBAN - Libertyville, IL
SFR, e-PRO, CDPE

Great post Brad

 

thanks for sharing

Apr 24, 2008 01:11 AM #58
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Brad Andersohn
Director of Education & Industry Outreach at eXp Realty & RE Tech Campus - Fairfield, CA
ActiveBrad - 707.646.1876
Eric - thanks, looks like this one is still floating around out there, nice of you to bring it back to life.  Funny how a Blog post can lie dormant for months, even years, and then someone finds it like yourself, and it's right back in circulation. Thanks!  This is one of those I don't mind coming back to life!  LOL!~  :-)
Apr 24, 2008 03:19 AM #59
Rainmaker
799,649
Lanre-"THE REAL ESTATE FARMER" Folayan
Keller Williams Select Realtors-Buy a home in Washington DC. Sell a home in Washington DC - Bowie, MD
I don't make promises.I deliver results.SOLD HOMES
Brad this is another reason why people need to read your post more. This post has got me thinking - Thinking outside of the box. Great list of target marketing you listed. Great post.
Apr 24, 2008 02:21 PM #60
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Brad Andersohn
Director of Education & Industry Outreach at eXp Realty & RE Tech Campus - Fairfield, CA
ActiveBrad - 707.646.1876
Lanre - that was a very kind comment, I'm glad this post got you thinking, now I hope it gets you more business, by acting on your instincts and ideas.  Target away my friend, and have some fun in the process!  :-))))))
Apr 24, 2008 04:24 PM #61
Anonymous
Lisa Edwards

You are right!! This type of marketing DOES work......I was the top listing agent for my whole entire district by this type of farming....and i did it all while in my home office......Good Article....I will have to read it again just to keep refreshing my memory and get some fresh ideas...

May 25, 2008 07:31 AM #62
Anonymous
Lisa Edwards

You are right!! This type of marketing DOES work......I was the top listing agent for my whole entire district by this type of farming....and i did it all while in my home office......Good Article....I will have to read it again just to keep refreshing my memory and get some fresh ideas...

May 25, 2008 07:36 AM #63
Anonymous
Lisa Edwards

You are right!! This type of marketing DOES work......I was the top listing agent for my whole entire district by this type of farming....and i did it all while in my home office......Good Article....I will have to read it again just to keep refreshing my memory and get some fresh ideas...

May 25, 2008 07:41 AM #64
Anonymous
Lisa Edwards

You are right!! This type of marketing DOES work......I was the top listing agent for my whole entire district by this type of farming....and i did it all while in my home office......Good Article....I will have to read it again just to keep refreshing my memory and get some fresh ideas...

May 25, 2008 07:47 AM #65
Rainmaker
134,231
Marcia Kramarz
Re/Max Executive Realty - Medway, MA
CDPE,LMC,CBR

Back to basics with a creative twist - I'm sending this one on to all the agents in my office -  Great ideas!

May 25, 2008 11:44 AM #66
Rainmaker
3,054,564
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce

You betcha....I know one agent who made a list of the houses he most admired as he drove around and then put them un his SOI....mailed them regularly and sure enough...listed a few !

May 26, 2008 06:42 AM #67
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Brad Andersohn
Director of Education & Industry Outreach at eXp Realty & RE Tech Campus - Fairfield, CA
ActiveBrad - 707.646.1876

Lisa - I got your point! LOL~  But you didn't get any because you aren't logged in.  You should login before Blogging and commenting, you'll establish more points that way. Thanks for commenting, glad you enjoyed this post.  It really does work.  :-)

May 26, 2008 08:39 AM #68
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Brad Andersohn
Director of Education & Industry Outreach at eXp Realty & RE Tech Campus - Fairfield, CA
ActiveBrad - 707.646.1876

Marcia - thanks, I hope they get something out of it.  I'm honored you'd send this to them, thanks again.  :-)

May 26, 2008 08:41 AM #69
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Brad Andersohn
Director of Education & Industry Outreach at eXp Realty & RE Tech Campus - Fairfield, CA
ActiveBrad - 707.646.1876

Sally and David,  I know many agents who have done that exact same thing.  We can do anything when we put our minds to it!  :-)

May 26, 2008 08:42 AM #70
Anonymous
Anonymous

well done - thanks for reminding us of a few some basic tools we should remember!

Jun 06, 2008 03:52 PM #71
Rainer
23,995
IMNJ - Internet Marketing Specialist
Internet Marketing NJ - Red Bank, NJ

A speciastist will always have an advantage over a generalist when it comes to marketing and closing a deal.

Jun 06, 2008 10:55 PM #72
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Brad Andersohn
Director of Education & Industry Outreach at eXp Realty & RE Tech Campus - Fairfield, CA
ActiveBrad - 707.646.1876

Thanks for taking the time to comment on this post and these tools whoever you are. :-)

 

Jun 07, 2008 12:46 PM #73
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Brad Andersohn
Director of Education & Industry Outreach at eXp Realty & RE Tech Campus - Fairfield, CA
ActiveBrad - 707.646.1876

Specialist and Generalist, hmmmm, never thought to serarate them out like that. Very interesting coming from a post that addresses target and niche marketing. You got me thinking now...nice!  :-)

Jun 07, 2008 12:47 PM #74
Rainer
25,107
Bryan Flynn
Regency Mortgage Corporation - Worcester, MA
Central Mass and Worcester Mortgages

thanks for the great information in here.....nice post

 

-Bryan Flynn

Jun 07, 2008 02:57 PM #75
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Brad Andersohn
Director of Education & Industry Outreach at eXp Realty & RE Tech Campus - Fairfield, CA
ActiveBrad - 707.646.1876

Thanks Bryan - glad you were able to find some information here that might be useful to you.  :-)

Jun 08, 2008 04:38 AM #76
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Brad Andersohn
Director of Education & Industry Outreach at eXp Realty & RE Tech Campus - Fairfield, CA
ActiveBrad - 707.646.1876

Target marketing now with Blogs is really the Big talk of the town. If you market, you relly should be targeting the online internet communities, they are all out here.  :-)

Jun 20, 2008 06:15 AM #77
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