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Hunters go out and make a kill to satisfy their immediate hunger.
Farmers on the other hand plant seeds, fertilize them and nurture
their growth until they have a vast field to harvest.
In the world of real estate sales and marketing there tends to be two
kinds of Realtors. There's the Realtor who just moves from transaction
to transaction, never planting any seeds to sow future deals, never
knowing where their next client will be coming from. He/she is the
hunter. Hunters only focus on short-term "transactional" marketing.
As a consequence they are constantly hunting for new prospects to
convert to clients. This is a tough, often frustrating and limited way to
build a lasting real estate business.
Then there's the other kind of Realtor who plants his/her seeds and systematically nurtures his/her field with loving care; reaping the fruits
of his/her labour with predictable results year after year. This Realtor is
a farmer, their mindset is "relationship marketing" They don't treat
their clients like one-night stands.
I understand there are times in every Realtor's career when you have
to be a hunter, (especially new agents), but you shouldn't build your
entire business on hunting tactics like cold calling. In my opinion
agents who are farmers stand a much higher chance at developing
a successful, long-term real estate career.
So how do you become a farmer? Start by adopting a marketing
attitude instead of a sales attitude. Marketing is long-term thinking,
sales is short-term. You want to develop long-term one-one relationships
with all your clients and prospects. Always ask your clients or prospects
to complete a customer profile. Explain that you use the information to
help you provide exceptional customer service (give an example).
Then reassure your clients and prospects that their personal information
will be held in strict confidence.
Along with their standard contact information include questions about their hobbies, special interests, memorable dates like birthdays, anniversaries, occupation and job titles. Do they have kids, or pets? More than one car in the family? Oh and don't forget to ask for their email address. Emails are a very cost-effective way to keep in touch with present and future clients.
All this information should be entered into a contact management database
like Act, Gold Mine or Maximizer. If you don't have one or don't know what they are, call me and I’ll provide you with the details. Your contact management program should become the hub or starting place for all the marketing tactics that you implement. The data in your databases will help
you develop targeted marketing activities, instead of the old shot gun approach.
After you develop your contact management database you can then implement marketing activities that will help you develop long-term loyal clients that will give you repeat business and a steady flow of buyers and seller referrals.
For example, you can send out cards on special occasions like birthdays, wedding anniversaries. Thank you cards or gifts after every transaction or referral are a good idea. A monthly paper or email newsletter can be an effective tactic.
If you want to become a successful farmer you must provide personal
attention, not just during the transaction process, but for the rest of that
client's life. The farmer’s ultimate goal is to develop "life-time clients".
Adopt this attitude and your efforts will be rewarded handsomely with more money in your bank account. | 
How To Sell More Homes
Just For Laughs
