How to Turn Farming Prospects into Referral Sources


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When most people think of real estate farming, they only think about lead generation.

That makes sense. After all, the big idea behind farming is to get more listings and close more deals. But, if you’re not focusing on relationships beyond those initial deals, you’re missing out on a lot of potential transactions in the future.

Keep reading to learn how you can transform your farming prospects into the biggest champions for your business.

Lead with value in your farming outreach.

It doesn’t matter if you’re farming with postcards, emails, or targeted Facebook ads—in order to make a lasting impression, you need to offer content that enriches your prospects’ lives.

While it’s true that you need to devote some of your messaging to what you actually sell, it’s important to keep in mind that there are a lot of other agents out there. Even if you’re lucky enough to land a listing, there’s no guarantee your clients will remember you down the line. You need to work to create mindshare by offering value.

Let’s say you’re sending postcards once a month to everyone in your farm. You can ensure your messaging really resonates by including a listing of community events, home renovation tips, or even inspirational quotes. When your marketing really stands out, clients will be that much more likely to remember you after closing.

Connect with your prospects in multiple ways.

The guiding principle of farming is consistent connection. If you’re running Facebook ads, you’ll do better when you retarget your prospects and reach them on multiple occasions. Facebook Pixel expands on this idea by connecting you with prospects on multiple platforms—Facebook, Instagram, and the web.

Luckily, you don’t have to spend a fortune on Facebook ads to reach potential clients in multiple places. You can also encourage people to connect with you by offering unique value on different platforms.

For example, you could send a postcard with a comparative market analysis, and then encourage recipients to email you for a free home estimate. When they reach out to you, you now have their email address and can reach them in that way. Ask if they’d like to sign up for your email newsletter, where you’ll send them something of a value (like a market report or, if you’re a ReminderMedia customer, a copy of your magazine’s digital edition).

If you’ve been corresponding with someone by email, ask if they’d like to grab a cup of coffee. Then, you can get to know them face-to-face and present your unique value proposition.

Every time you connect in a different medium, your client gets to know you a little better. You’re building rapport and nurturing a relationship. Do this while providing excellent service that far exceeds expectations, and your prospects will not only trust you with a single transaction—they’ll come to view you as the only agent they and their loved ones should ever consider working with.

Keep in touch with clients after the sale.

Consistent connection isn’t only important during the farming stage of your sales cycle. It’s also the key to repeat transactions and plenty of referrals for years to come.

Ultimately, you’re farming to keep your pipeline full of relevant leads. But, ideally, you want to create a business where transactions that will grow by word of mouth—one where you won’t need to spend so much time and money prospecting.

The way to do that is by maintaining strong relationships with all your clients. Notice how we didn’t say “past clients?” That’s on purpose. Someone you have worked with in the past can (and should) be your client again in the future.

Follow up with farming clients using our customizable marketing tool.

Beyond that, they’ll undoubtedly know many people who will need your services in the future. When a friend, family member, or colleague needs an agent, satisfied clients will be downright excited to tell them about the professional who went above and beyond for them.

And, when you’re following up regularly, these clients won’t need to do a lot of digging to unearth your name and contact info. They’ll simply pass your information on to the people who can benefit from it.

So, how should you stay in touch with clients?

  • Call them around milestones (e.g., birthdays, promotions, anniversary of buying a home)
  • Visit in person with baked goods or a small gift
  • Send an item of value, like a branded magazine
  • Connect with them on social media
  • Email articles or videos related to their hobbies or interests

Really, the sky is the limit here. The point is to take a genuine interest in the lives of your clients. When you do this, they’ll become invested in your success. And, at the end of the day, that is how your farming prospects transform from strangers into vocal advocates for your business.

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