What is Geo-Farming?
Geo-Farming is a strategy for mobile devices, securing mobile device IDs of users who have entered a defined geographic location (Geofence), and targeting them with ads after they have exited the Geo-Fenced area (even if they never viewed your ad while inside the perimeters of the Geo-Fence).
Not everyone that attends the expo is actively browsing on their phones.Geo-Retargeting (Geo-Farming) opens doors because the technique allows real estate agents or other business professionals to grab the attention of people after the event (by continuing to target them while they are at work or at home).
With more and more people using mobile phones, it seems like social media platforms and ads placed on the internet are the way to go. There’s no doubt that these areas of marketing work, but remember that old school marketing like realtor postcards still have their place in the real estate marketing arena. When it comes to real estate geo farming these postcards still do the trick.
Should you send out postcards?
If you’re a real estate agent realtor postcards are an affordable marketing tool you should consider using. A creatively designed postcard can result in have both immediate and long-term results. Watch your emails increase as well as your website registrations as soon as your new postcards are delivered.
Any agent who’s been in the real estate field for some time can vouch that postcards do work in your favor. There’s a greater chance than none that you’ll witness an increase for both buying and selling in your real estate farm.
The benefits of real estate postcards can be seen on return on investment. Why? Postcards are easy and affordable to design and print. Even if your campaign is smaller, you will yield a return of at least four times the cost. The key is to be consistent and efficient. When choosing to target a specific area the doors will open up as you continue to build relationships and cultivate your geo farm.
Look at like this: view your geo farm as a real farm that you need to cultivate by sowing the right seeds so your farm can grow and thrive. It takes time to yield good crops, With some patience and proper care, you'll have a successful real estate crop.
Pay attention to your yield and most importantly ...do what works for you. Every crop is different and so is the farmer who is caring for his geo farm.
Making social campaigns work for you...
Let’s begin with social media platforms like Facebook. Facebook gives you the opportunity to target certain people in your ads. Although this technique is more candid than generating a board where community members can engage, you can still offer a service while also informing potential clients you are there for all their real estate needs.
A Neighborhood Search can generate a homeowner’s names, addresses, and contact information for the 100 closest homes in a certain area. This is a useful service because you can transfer this contact list to your Facebook Custom Audience.
Social media platforms are a great marketing tools for prospecting potential clients. While you shouldn’t throw away your old marketing techniques such as cold calling and knocking on doors, adding social media to your list of marketing procedures can prove to be effective.
Staying connected is the key...
Whether it’s Facebook or another social media platform, staying connected means accessing prospective clients. Community groups are perfect for keeping engaged. If your geo farm utilizes these groups, it might be a good idea to become involved in community questions and conversations. If your community doesn’t have one, it’s another good reason to start one.
How do you get people interested in joining your new community group? You’ll need to try everything you can to spark the interest of others; including flyers, making phone calls, and even going door to door. You can take things even further by inviting your prospects to connect with their family and friends.
One thing to remember is that you shouldn’t use these social platforms strictly to promote your business. Think of using social media as your chance to build relationships as your goal is to provide a service for members of your geographic farm.
You’ll go much further by connecting with others and building lasting friendships.
Pay attention to the rules about ads or promotion on whatever community forum you decide to use. If you’re sincere about your goal to help people, you’ll acquire a following.
Farming and prospecting...both work to help build your business
Farming and prospecting can work together to help build your business. Begin with a location to farm and utilize your contacts in that area to prospect new leads.
This will enable you to build your client list and ultimately, your business.
It’s time to put your real estate skills to the test and start applying your efforts in your own community.
Begin with building your brand
Your geo farm begins with building your brand. The most crucial part of your farm is YOU! However you look at it, the bottom line is that it’s up to you to build your brand.
Why is is this so important?
Building a brand will help you propagate more referrals and constitute a strong business. Once you’ve harvested a healthy geo farm, you’ll prospect new leads as the word gets out about your services. Because you’ve chosen the real estate profession, you’ll have more time to focus your business and your personality as you try to attract more people to your services.
How do you succeed in building your geo farm?
There’s more to building a geographic farm than meets the eye. Geo farming with can help you list more FSBOs and expired leads. Remember that you don’t need to sell your brand to every person in the community. Being too pushy will turn people away as they will run when they see you coming. No one likes to push into a sale.
Here are some strategies to help you harvest your geo farm.
1. Create Just Listed and Just Sold Flyers: Mail out these flyers to homeowners in the community notifying them of recently listed or sold homes.
2. Free CMAs: Provide a free CMA (comparative market analysis) by either door-to-door , cold calling, or direct mail. This is a great way to build your geo farm. Take the time and do your homework about the neighborhood, it will pay off in the end. Stay on top of the property values in that area and know the comps for your demographic market. A simple bit of information such as divulging how much s person's house is worth, may spark their interest in selling.
3. Open Houses: Build your reputation by showcasing an open house. This is a great way to drive traffic to your listings.
4. Local Events: The success to geo farming is connecting with the community. This is time to become a social butterfly. Remember to meet in neutral location for your safety.
5. Door knocking: It’s time to get personal and build relationships in your own neighborhood. As a real estate agent being shy won’t help you land those referrals. It’s time to get to know your neighbors. Start knocking on those doors.
6. Market Analysis Infographics: Gathering infographics for your particular area can only give you the upper hand. Collecting data such as number of homes built and sold and the average price per square foot, can help you build your geo farm. Use your MAI as a tool to broaden your marketing techniques. Disclose your infographic to your geo farm through direct mail or the neighborhood newsletter.
7. Neighborhood Newsletters: Providing a community or neighborhood newsletter is another way to build your geo farm. It doesn’t matter if it’s printed or a digital version, a newsletter offers a service that will headline your name and contact information to the community you’re targeting.
Cultivating your Geo Farm
Now that you’ve got some real tools to put into place, you’ll need to do the footwork. Cultivating your geo farm will take some work on your part.
If you're going to succeed with your geo farm, you’ll need to begin with building your brand and then building relationships. Old school marketing isn’t dead yet, so take advantage of these marketing schemes.
With the new advances in technology, you need to jump into social media and reap the benefits of using these platforms as a marketing tool.
There’s a fine line when using social media platforms, so be cautious...you do not want to appear too pushy.
Begin with building friendships first and build around that. Of course, it will be obvious you’re trying to build your brand, that's the whole point of advertising your services to begin with.
Now’s the time to attract new prospects as you continue building your geo farm.