O'Reilly logo

Super Agent: Real Estate Success At The Highest Level by JoAnn Callaway, Joseph Callaway

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

14 Farming

The ultimate form of marketing in real estate is farming. No, we're not talking acreage and a plow. Farming is choosing a fertile area and cultivating its potential clients. Your farm can be based on geography by selecting a particular neighborhood, or demography, by selecting a group of people with a common interest.

We began geographic farming almost from the beginning of our careers. When we signed up with our broker they gave us a hundred business cards. We didn't know a hundred people so I took about half and walked out our front door. I didn't want to talk to anyone because I didn't know what to say so I stuck cards in the closest 50 doorjambs to our house. I actually snuck up and stuck them in the crack and ran like a kid on Halloween. The only enhancement I made was to stamp the backside of the card using the rubber stamp we had for stamping our return address on our bill payments. That small, almost silly, effort led to our first listing when a neighbor walked from two blocks away to knock on our door because she wanted a neighborhood expert. We knew nothing, but her perception was that we did.

The Legend of the Cranberry

Our next effort at farming was at Thanksgiving. We were on a severely limited budget. We bought a case of cranberry sauce on sale with the idea of making a gift for our neighbors. I researched cranberries in a couple of encyclopedias (this was pre-Google times) and wrote a little poem called the Legend of the Cranberry. We then took the paper ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required