Step 1: Establish Your Database and Hybrid Farm

  1. Set Up Your Database:
    • Start by adding people daily to your database. Focus on clients, past clients, leads, and your community.
    • Use your CRM to organize your contacts by categories such as “active leads,” “past clients,” and “sphere of influence.”
  2. Identify a High-Turnover Neighborhood for Farming:
    • Look for a neighborhood with a turnover rate of 5% or higher (at least 5 sales for every 100 homes).
    • Use public records or MLS to assess turnover rates and select a geographic farm area where you want to dominate.
    • If the neighborhood already has an established agent, focus on building a competitive presence through consistency and value.

Step 2: Build Engagement in Your Database and Farm

  1. Create a Neighborhood Facebook Group:
    • Build a community Facebook group for your chosen neighborhood. Make it community-oriented, not real estate-focused initially.
    • Engage residents with local news, events, and discussions.
    • Include a QR code to join the Facebook group on all your mailers and postcards.
  2. Host Community Events:
    • Sponsor or organize 4 events a year (one per quarter). Examples include:
      • Neighborhood BBQs
      • Food truck events
      • Community yard sales
    • These events are inexpensive but provide opportunities for face-to-face interactions with your farm residents.

Step 3: Provide Consistent Value through Marketing and Outreach

  1. Send Entertaining and Valuable Postcards:
    • Send postcards that provide value to the community, such as:
      • Best local events (e.g., fireworks, local festivals)
      • Upcoming food trucks or local market updates
      • Local property statistics with a friendly and entertaining tone.
    • Include Just Listed/Just Sold postcards as part of your overall marketing, but balance them with value-driven content.
  2. Regularly Call Your Database:
    • Make quarterly calls to everyone in your farm and database.
    • Focus on providing valuable information such as:
      • Market updates: What’s happening in their neighborhood.
      • Inviting them to events or community gatherings.
    • Use scripts that focus on offering information rather than hard selling.
  3. Utilize Open Houses to Engage Neighbors:
    • Make your open houses community events. Offer refreshments and invite neighbors to join.
    • Build relationships by recognizing repeat attendees and engaging them in conversation about what they’re looking for.

Step 4: Develop a Database Marketing Plan

  1. Follow the 4x4x2x12 Rule:
    • Call your database 4 times a year.
    • Mail to your database 4 times a year.
    • Host 2 client events each year.
    • Send 12 email newsletters throughout the year (1 per month).
  2. Use Infotainment in Marketing:
    • Focus on entertaining and valuable content for both emails and postcards.
    • Examples:
      • Top 3 local cider mills (for fall emails)
      • Community food truck schedules
      • Holiday events and neighborhood highlights
  3. Send VIP Appreciation Boxes:
    • Send VIP appreciation boxes to your top clients 4 times a year.
    • Tailor the boxes to the demographics of your clients (e.g., family-oriented items, gift cards, seasonal treats).
    • Personalize these gifts with a handwritten note for an extra touch.

Step 5: Be Consistent and Evaluate Your Efforts

  1. Evaluate Your Marketing Results Quarterly:
    • Regularly check the turnover rates and response to your marketing.
    • Ask for feedback from the neighborhood and adjust your approach if needed.
    • Track your ROI on events, postcards, and database outreach.
  2. Continue Adding Value:
    • Stay proactive with consistent community engagement, even if it doesn’t result in immediate sales.
    • Be the trusted local expert by showing up regularly with value-driven content (e.g., neighborhood updates, helpful tips, entertaining events).

Step 6: Increase Sales through Hybrid Farming and Database Follow-Up

  1. Keep Expanding Your Farm:
    • As you gain market share in your neighborhood, expand into nearby neighborhoods or target similar communities.
    • Repeat the hybrid farming strategy in these new areas.
  2. Leverage Your Database for Referrals:
    • Provide consistent value to your database and keep asking for referrals. If you’re providing great service and maintaining strong relationships, people will refer others.
    • Stay connected through phone calls, emails, and events.

Key Takeaways for Reaching 100+ Sales

  • Hybrid farming is all about consistent monthly engagement through calls, events, mailers, and emails in a high-turnover neighborhood.
  • A solid database plan is essential. Regular outreach, value-driven marketing, and appreciation gifts keep your clients loyal and referring you to others.
  • Be proactive and efficient: Use systems like regular follow-ups, event hosting, and database segmentation to manage your growing client base.
  • Focus on building relationships rather than just sales. The more value you provide, the more opportunities you create for long-term success.

By following these steps consistently, you can establish a process that generates over 100 transactions annually through personal engagement, community leadership, and a well-executed marketing plan.