When you are new you should be trying all kinds of prospecting, but the most important for long term, non-burnout, is a geographical farm. I have heard many trainers say this takes too long to get business. My response is that it takes longer because it lasts longer. It will be the bread and butter of your business in good and bad times. Build your career with a foundation of geographical area prospecting or "farming."
This type of prospecting is so easy; it just takes consistency. The biggest mistake that "farmers" make is that they stop and start. They mail or door knock in an area consistently for four months, then nothing for two or three, then mail or knock again. That is no good! Every time you are out of touch for more than two months it is like starting from the beginning. Get this message right now. In order for this prospecting to pay you huge dividends in the future you must make a minimum commitment of contacting your farm once a month forever. Does that sound daunting? One listing a year that sells pays for an entire year of prospecting, so anything above one is all "gravy." Now, does that still sound daunting?
Logistics!
Let's discuss the logistics of your farm. It should be a minimum of 500 homes and preferably all in the same area so that it is easy for you to get to each door. In other words, don't skip around the community, taking a street here and another there. That's hard to drive by and keep track of. However, if all the properties are in a 10-block area, for example, you can easily drive through and see people all the time. It also makes it nice when you are holding an open house to see all the neighbors. Make it easy on yourself and pick an area that is contiguous to each other.
It should also be noted that the more often you deliver something to your farm, the faster the payoff. So, if you hand out flyers door-to-door every week, obviously you are going to be known much faster than if you mail a postcard every month.
Plan of attack!
You need to have a plan and then work your plan. Start by taking your appointment book and block out the time that you are going to prospect to your farm. You should be spending a minimum of one hour a day doing some form of prospecting.
Why not take at least two of those hours to call or go see your farm? It's the consistency of your plan that will make this work over the long run.
Your first contact will be a mailer to everyone in your farm introducing yourself. Then start your campaign. Plan to mail twice a month for the first year along with door knocking and phone calls periodically (two hours every week).
When you have an open house in the farm, make sure you send an invitation to everyone. And, personally invite the neighbors who live right around the property, on either side and across the street, when you are setting up your open house. And, use all of your open house signs that have your name on them. It's free advertising and reinforces the fact that you are the "specialist" in their community
When you door knock, bring them something to keep; e.g., scratch pads with your name on them, a service directory of helpful phone numbers (library, fire department, parks and recreation department, police department, etc.), or a simple map of your town.
When you call, tell them about recent listings in your area whether they are yours or not. Keeping them informed is part of your service.
Take your calendar out and write down when you are going to do all these activities and then do them!
Part of your plan is to collect as many email addresses as you can for your area.
Wouldn't it be great if you could let them know about a new listing the day you took it? People love to communicate with email. Make it part of your plan. Since there is no source or directory of email addresses, this is a long term chore, but well worth it.
Share Your Success!
When you take a listing in your farm, let everyone know. Send out just listed cards immediately (within the first week, if possible) so your farm feels like they are told first. Then take your two hours the first week to call as many as you can to get the word out to them about your new listing. These people will see how hard you work and want to use you to sell their home.
When you build your business by using this approach and never stop prospecting to these people, it will not only be a fantastic source of listings in an area that you really like, but it will also be a great source of referrals for other areas in your community by the people who live in your farm. After years of seeing and talking to these same people they become your friends and can't wait to give you business. The most important thing to remember is to be consistent, even when you have most of the listings in your farm. This is going to work for you for your entire career. Good luck!
