The Lost Art in the Real Estate Business Model
A Guest Article by Todd Flavio at Adaptive Consulting
Geographic farming in real estate is not a new concept, but its impact on the success of realtors can’t be overstated. In the competitive realm of real estate, establishing a strong, localized presence can set the foundation for a thriving business yet many agents fail to harness its full potential. Despite its recognition as a cornerstone for any real estate venture, it remains underutilized and not fully developed by many professionals. Let’s examine the reasons behind its pivotal role, the advantages it offers, and best practices for its implementation, alongside with the integration of modern digital marketing strategies to maximize its effectiveness. Despite the lack of this in many business models, 73% of consumers choose agents based on local market knowledge (NAR, 2021)
The Underutilized Foundation of Real Estate Success
While geographic farming is recommended by industry leaders, it is surprisingly underutilized. A focused approach on a specific neighborhood or area helps real estate agents to become local market authorities. Surprisingly, the National Association of Realtors (NAR) indicates that while 62% of agents prospect daily, only a fraction consistently engages in geographic farming. This gap presents a significant opportunity for agents willing to invest the time and resources into developing a strong local presence. Further 92% of real estate agents believe using tech in farming is crucial (RISMedia, 2023)
Unlocking the Advantages of Geo-Farming:
A well-cultivated geo-farm yields numerous benefits. It allows for a deep understanding of the local market, leading to more accurate pricing, trend spotting, and tailored marketing strategies. It also fosters community relationships, enhancing referral networks and repeat business. A report by Real Estate Trainer suggests that agents with strong geographic farms can expect up to a 42% increase in listing volume within the first year of consistent farming. Also, an aggressive plan can yield a first listing within 90 days of starting one. (Real Estate Luxury Leaders/2023)
Digital Integration: The New Age Farming Technique:
In today’s digital age, integrating an advanced geo-farming strategy with a robust digital marketing plan is not just beneficial – it’s essential. By leveraging tools such as targeted social media advertising, local SEO, and data analytics, agents can amplify their reach and engage with the community more effectively. By utilizing these tools, an advanced marketing plan should include diverse online channels, email campaigns, and online advertising. This focused approach allows for more personalized and efficient lead generation methods compared to traditional broad-spectrum advertising. In fact, a study by Inman News found that agents who combine traditional geo-farming with digital marketing see a 65% increase in lead generation over those who don’t.
Blueprint for Building a Successful Geo Farm:
To build a geo farm, agents should select an area based on various factors such as local demographics, amenities, and turnover rates. The ideal farm size can vary, but a neighborhood with 500 to 1000 homes is a good starting point. Real Estate Luxury leaders provide some vital insights: 1) if a prospective area already has someone with a 20% market share – consider another area, 2) once the area is selected, you should aim for a market share of 20% in the first two years.
- Choose Your Fertile Ground:
Consider your farm area on factors like market activity, turnover rate, demographics, inventory, and personal familiarity. As you gain experience, expand your horizons. Do not overlook the obvious – the neighborhood you currently reside in is already one that you have a presence in.
- Market Research: Know Your Soil:
Deep dive into your farm area’s median home price, days on market, sales volume, and local amenities. Understanding your target audience is key. Engage with the local community through events and sponsorships. Becoming a visible community member can lead to a 38% uptick in name recognition, according to a study by the Community Associations Institute.
- Craft Your Marketing Masterpiece:
Develop a targeted plan using traditional and digital strategies. Traditional methods include door hangers, flyers, open houses, community events, and sponsorships. Digital tools like targeted social media ads, email marketing, content marketing, localized blogs, and SEO will further amplify your reach. Also, follow these best practices: 1) be consistent: Regular exposure is key, be targeted: 2) Speak directly to your audience’s needs and wants, 3) be valuable: Offer informative content and resources to residents, and 4) be trackable: Measure your results to optimize your efforts.
- Technology Utilization:
Implement CRM systems and analytics tools to track interactions, gauge interest levels, and refine marketing strategies. RealTrends reports that agents using CRM effectively can improve their conversion rates by up to 300%. Platforms can help with identifying potential clients, creating marketing materials, and tracking your results. Also consider advanced strategies such as remarketing ads, home valuation messages/triggers and local advertising on community focused portals such as Next Door or broader but local ads on Google.
- Nurture Relationships:
Building trust is essential. Attend community events, volunteer, and connect with residents. The more people who know you, the more likely they are to choose you. Your presence in your farm is the most important marketing tool you can utilize. Consider walking your farm on a regular basis which serves 2 vital purposes: the ability to have face to face conversation and have your farm witness you in it. Again, do not underestimate the power of your farm seeing work in the area you serve!
- Consider where the industry is going, not where is it now:
Industry reform is now well underway and has reached the bottom of the first inning as Spitzer Burnett was the first pitch. As compensation disclosure, structure and options evolve, there is strong potential for seller representation have more opportunities as buyer representation and compensation will significantly evolve. There may become advantages to representing the sellers that will grow as the industry “plays out all 9 innings”. A geo Farm is strong hedge to capturing the listing side which may allow more future opportunities.
Conclusion:
Geographic farming remains a key yet under-leveraged strategy in the real estate industry. By understanding its benefits, and integrating it with digital marketing tactics, realtors can drive their business to new heights. With the best practices outlined above, agents can construct a geo-farm that not only sustains but also grows their business exponentially.
About Todd Flavio
With over three decades of experience in the mortgage, real estate, and technology industries, I’ve had the privilege of serving thousands of families and contributing to over $1B in financing. I am a consultant and work to pursue excellence by forging transformative partnerships using technology and innovation within our industries.
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