Real estate farming is one of the best ways to get new leads and clients. What is real estate farming, you ask? Farming, in the context of real estate, is when you heavily specialize in one (or very few) specific neighborhood or geographic region. Concentrating on a small area allows you to build relationships with and gain the trust of the people in the neighborhood you’re farming, which can mean consistent clientele and leads.
To help agents understand real estate farming, Aceable teamed up with neighborhood expert and real estate coach Jason Edwards to get some tips of the trade.
Jason spent 13 years as a top-producing agent, and at one time owned 90% of the listings in his neighborhood. For the past 15 years, he’s traveled the country as a motivational speaker and success coach, helping his students out-produce their peers by an average of 227%. Here are some of the things we’ve learned from Jason:
Do Community Outreach:
According to Edwards, focusing your efforts on a specific neighborhood opens the doors for unique outreach opportunities. Yes, putting your face on billboards and bench ads is still helpful, but when you’re focusing on one area, it’s also really easy to let people get to know your face in person. Volunteer at community events. Sponsor a booth at a local farmer’s market. Attend local committee meetings to get to know the leaders of that area. Making yourself a known member of the community will help you build relationships and generate leads and referrals.
Have A Social Media Presence:
In today’s world, agents absolutely need to have a social media presence to do well, especially those agents interested in farming. Hashtags and geotagging make for a perfect way to be discovered by those in your chosen community. On Instagram, people love looking at things that are local to them. Figure out which hashtags people are using to promote or engage with their neighborhood and get to posting! You should also set up a Twitter query to scan for tweets that were posted near a certain location or that mention a specific town or neighborhood. Use YouTube or Snapchat to take users on a virtual tour of neighborhoods or available properties. Social media is also a great way to promote your website and blog. Use it or lose it!
Start A Website:
Creating a website that is targeted to a specific neighborhood can get you a high number of viewers quickly. Also, offering consistent, relevant content on your website (a blog, newsletter, etc) has the potential to turn you into the authority figure in that real estate market. You’ll want to take advantage of SEO techniques to help your website get ranked higher in the search results. This way, people searching will see your website on page 1 of Google’s search results, not page 19 (because let’s face it, nobody’s looking at page 19!).
Liked these tips? Aceable’s Be the Neighborhood Expert: A Video Course with Jason Edwards offers you even more detail on how to generate a continuous stream of referrals and repeat business through neighborhood farming. In Be the Neighborhood Expert, Jason talks more about mastering the concept of geographical farming, avoiding the key mistakes that other agents make when setting up a farm, and how to apply a proven marketing system to help drive listings. It's the same advice his private clients pay hundreds for at a fraction of the price. Plus, Be the Neighborhood Expert is worth three elective CE credits. Not too shabby, huh? Don't leave any money on the table! Start increasing leads and become neighborhood expert today.