Editor’s Note: This article was adapted from a post that originally ran on the Realtors Property Resource® (RPR®) blog.
Our marketing campaigns target many neighborhoods all over the Bay Area. Unlike traditional farming, where the agent has to build up brand recognition in a neighborhood over months, we quickly get leads from homeowners that want information about their home value.
It’s Much Smarter to Farm Than Fish
We pick a small farm area (neighborhoods, condo buildings, etc.) and then buy a dedicated domain name for that farm. Be sure to take pictures of the properties and landmarks in the farm area and feature them on the site. The website offers reports on neighborhood home values and the homeowner’s property in exchange for the homeowner’s information. The website does not have any branding other than the agent’s name and license number.
Every month we mail out simple 4-inch by 6-inch postcards to the neighborhood, with minimal branding. (Be sure to comply with your state’s rules on any branded contact info that is required.) We can print out a lower quantity and each postcard has very specific copy for that neighborhood. There’s a much higher response rate when the homeowner drops the fear of being hounded by a real estate agent.
The RPR Results
In one neighborhood, we sent out 200 postcards and we were able to get seven responses in the first month. These seven homeowners are now going to receive well-branded, valuable information every month. RPR is the tool we use to deliver the valuable information quickly. Along with the RPR report and market trends, we send them a newsletter, and previous property flyers with an update on the success we had selling the home. It’s a very impressive package.
Every month we send an updated RPR report along with other recent information about the real estate market and our team. We want our team to have a reputation for providing highly valuable information.
Save Time, Save Money and Build Your Brand
Bottom line, RPR saves us time, saves us money and helps us build our brand among homeowners that are likely to sell in the near future.
Trang Dunlap is a REALTOR® in San Francisco with the Trang Dunlap Group at Intero Real Estate Services, a Berkshire Hathaway HomeServices affiliate. Visit her website at trangdunlap.com. For more information, please visit www.narrpr.com.
