Optimizing lead generation with “Smart Farming”.
In today’s real estate market, it’s no secret that listing a house and selling it quickly are common goals for all agents. Obtaining a list of leads is one good way to find buyers for a house but how do you go about finding good, quality leads? Have you paid for them in the past only to have no one call you from your mailings? Did you find yourself wondering if there was a better way to go about getting the leads?
Having been in the title insurance industry for quite some time, I’ve seen lead generation programs come and go. I remember working in our customer service department and having an agent call to request “100 labels around my new listing at …..”. That was pretty easy to do, even years ago. There’s a new program out now we call “Smart Farming” which allows Realtors and lenders to choose the type of lead they want based on who they perceive to be the perfect client for their marketing campaign. Sound interesting? Let me give you an example of how you can use this program
Let’s say you’re a Realtor with a brand-new listing. You feel you’ve priced it right, the house is well groomed and it should sell quickly. You place your for sale sign in the front yard, create a website about the property and hold your Broker’s Open. Luckily for you, the neighbors flock to your listing and you can’t wait for them to tell their friends about it. Now, fast forward 30, 60 or 90 days. You still have the listing only now, it’s not so new. From my experience with Smart Farm, you can generate the specific type of leads you want for this property by choosing from a lot of different criteria. Maybe you’ve determined this home would be great for a family with a couple of children (it has 4 bedrooms). It also has a nice garden in the backyard so getting the word out to gardeners would be beneficial. Oh, and since you want the buyers who look at it to be able to sell their existing home, you choose only home owners who have 30% or more equity. You can even choose to target people in the same town as where your listing is located or in a different state. The possibilities are endless.
Now let’s look at this from a lender’s point of view. Maybe you know that there are a good amount of ARM’s that will be resetting in the next 3 months. You want to send a mailer out to those homeowners who will be experiencing this so you choose the dates in which ARM’s will be resetting and target those people. Maybe you even choose the loans from specific lenders. It’s really that simple (and you can get much more detailed too if you want).
With this program, you do have to pay for the leads. They range anywhere from $.05 to $.75 per lead but with most of them at just $.05 to $.25 each, these highly targeted leads are a good value.
Do you think this is a program you could use? More importantly, what other ways do you see benefiting from this program? By what characteristics would you like to target your leads? What is YOUR best or worst lead generation story? Go ahead and share your thoughts and ideas with us. We always enjoy hearing from. If you’d like to contact your sales representative, you can find them by clicking here.
Have a great day and we’ll talk soon!
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