One of the most important things to remember as you work toward your real estate goals is that your marketing, selling and conversion strategies will not be a quick push, but a long-term plan. When it comes to real estate, finding prospects is the biggest job agents have. A great way to begin digging up new clients is by farming a specific area. Geographic farming involves focusing on one market in which you solicit the majority of your business. By doing this, you establish brand identity in this area and develop relationships with those in the community. Here are three tips to help you get started in the field.
Research it before you pick it
As a new agent, it’s best to find an area that you’re already familiar with. Not only will it be easier for you to talk about, but it’ll be easier for clients to believe that you’re the expert. If you can find a location with people you already know, that’s even better. However, before fully committing to a well-known neighborhood, it’s important to check it out. The neighborhood may seem great, but might have a low turnover. As Tom Ferry says, don’t “fish where there are no fish.” Look for a territory where the annual turnover is more than 6%. It’s also a good idea to avoid including neighborhoods that are geographically too far from you or too big to work.
Master the time block
Because you could be called for a showing or listing emergency at any time, it’s important to set aside a specific time each day devoted to farming. Time blocking, or time management in general, is vital to your prospecting efforts and is an effective way to keep your lead generation goals on track. For example, you could spend time researching changes being made in the area – new restaurants, events, businesses, etc. – to brush up on your local knowledge, work on your personal branding pieces, or connect with prospects on social media. Your activities don’t need to be the same everyday, but it’s good practice to schedule your block for the same time each day.
Don’t forget about digital
Geo-farming is more than just pounding the pavement. Digital farming is now a very resourceful way to connect with new clients. While in-person techniques can help you connect with clients in the area, digital farming can help you connect with clients who are looking to move to your area. If you have a website, optimize it to show up in small, specific locations. Include text specific to your area or what you do (blogs are great for this). Since you’re just starting out, it’s better to focus on a specific area than trying to immediately rank first in Google searches for your whole city.
In addition to this, it’s important to build your business’ social presence. Look through your personal pages or join a few Facebook Groups to find out what’s happening in your area. Build connections within these groups and start fostering local opportunities. Keep in mind that lead generation is about the law of the harvest — if you want things to grow you have to plant the seeds. This means, instead of dropping ad after ad in the group, join in the conversation already happening. Get your face in front of local prospects so you can brand yourself as a local expert.
One of the best way to generate new leads is by creating a system that works and sticking with it. In the beginning you’ll probably start with a handful of contacts, but by following the right tactics, you’ll be able to grow your business with time. To start connecting with transaction-ready consumers now, check out Homes.com’s Local Connect. Through Local Connect ads, you’ll receive property inquiries from active buyers and sellers who are ready to engage.
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