Creating a “People Farm”

 Most Real Estate agents are familiar with farming, whether the do it or not. The fact is, most successful Realtors and agents do most of their business through relationships. These relationships must not only be built, but maintained as well. Otherwise when your friend or acquaintance, or even family member gets a flyer in the mail from another company, you might not be at the forefront of their consciousness, and they might not think to call you to find out what the REAL scope is.  We’ve all seen the phony checks, the 1% commission ads, and the rebates etc.  The key for us as professionals is to continually educate people so that they DON’T fall for the misleading advertising, and they come to think of us as a trusted advisor and friend, not just another Realtor telling them what they want to hear.  We’ve all seen the portrayals of Realtors as greedy, cut-throat, and phony. Let’s face it, that element exists. But this also creates the opportunity for a few of us to rise above and be the good-guy who tells the truth.  If you are able to develop that sort of reputation, people will be thrilled to recommend you.

 Getting started. If you haven’t already, you need to start a data base of people you wish to do business in the future. When I started it wasn’t computerized, it was file cards. I was told to make a list of everyone who would know who I was if I wasn’t in the room. I still think that’s good advice. If you’re new, get out your address book, go through your phone book in your cell phone, and then just sit down and write or type out the name of everyone that should go on that list. Include friends, family, former co-workers, your dentist, accountant, and anyone else you can think of.  The older you are the larger the list should be.  When I stated most of the people on the list were in their 20s and broke, so it was tough to get going. If you’re more seasoned, be sure you take advantage of that. Age has to have some advantages, doesn’t it?

 Then you need to go in and CROSS off some people. Yep, delete the ones that you wouldn’t want to work with, or you know it would be a waste of time to market to.  If you’re sending e-mails and not Snail-Mail you don’t have to be as selective because of the cost factor. You have to be more selective in the sense that you do not want to be a spammer. If you know they don’t want to receive your stuff, don’t send it. Always include a method to opt out, but also include a way for people to opt in. Give them an opportunity, even the suggestion that their friends might want the information you are going to send out, and a way that they can respond to either Opt-out, or ask you to include someone they know in your mailings. This goes for Snail- Mail too.  This also would include an invitation to visit your website. (You do have a website, don’t you?)

 Making introductions. You will need to send a letter introducing your Newsletter/Tidbits/Memo or whatever you are going to send. Specify the time frame in which they should expect it, so that they are looking for it.  I recommend that it go out one to two times a month in some form. Maybe alternate between formats or delivery methods.  Always include something that you think is of value to them. The more value, the more likely they are to read it the NEXT time. If you are in doubt, call some of them and ask them if they think it’s of value. Say, I could use some help. How do you feel about _______?  Not only is this another chance to enter into conversation with someone in your database in a non- threatening way, but it will help you hone your skills at picking what to send out. 

 Where to get material? It’s all around you. The newspaper, reader’s digest, e-mails you get from friends. If you’re like me sometimes you just feel like telling everybody what you’re thinking and you can just sit down and write something.  There are also Newsletters you can purchase, but I always feel that you should personalize what you send out.  There should be something in there that comes from you that shows who you are. If you don’t communicate well you’re in the wrong business anyway.

 What’s next? Expanding and cultivating you database.

More on that…Next time!

Other Tips for Realtors

 Leo L. Linn

Sr. Mortgage Consultant

Pegasus Financial

800-200-9329

714-532-7495

leolinn@sbcglobal.net

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