Real Estate Geographic Farming on Steroids! | Sally Scrimgeour | Summit 2017

TL;DR

Sally Scrimgeour shares effective geographic farming tactics for real estate success.

Transcript

Sally Scrimgeour from the Southwest Metro of Minneapolis Minnesota and last year during the house Minnesota yes yes and last year I generated two hundred and twenty six thousand dollars in GCI from geographical farming on steroids now I use three tactics to ensure that success we're gonna get right to it the first one is a mailing and it's not just... Read More

Key Insights

• Sally Scrimgeour generated $226,000 in GCI through strategic geographic farming, focusing on neighborhoods with turnover potential.
• She mails 4,000 postcards monthly to targeted areas, offering home evaluations and capturing leads through a key code system.
• Partnerships with lenders help reduce costs, with Sally paying $1,200 monthly for the mailing service.
• Personalized packages containing a seller letter and memorable gifts, like ice cream scoops, enhance client engagement and recall.
• Door knocking and leaving packages at potential clients' homes are crucial for maintaining visibility and securing appointments.
• Using mailing companies and resources like Cloud CMA Pro streamlines operations and ensures consistent outreach.
• Persistence is key; Sally emphasizes the importance of follow-ups to prevent competitors from capturing leads.
• Overcoming initial fears, Sally shares a personal anecdote about door knocking, highlighting the long-term benefits of personal interaction.

Questions & Answers

Q: How does Sally Scrimgeour target neighborhoods for her mailing strategy?

Sally Scrimgeour targets neighborhoods by analyzing the MLS to identify areas with turnover potential. She focuses on neighborhoods that are three to eight years old, as these tend to show more productivity. By doing her homework, she ensures her mailings reach communities where homeowners are more likely to sell.

Q: What is the purpose of the key code on the postcards?

The key code on the postcards serves to capture leads by inviting recipients to visit a website and enter the code. This process collects their information, which is then sent to Sally. This allows her to identify potential clients and take action to engage with them, generating 8 to 20 leads per month.

Q: How does Sally personalize her outreach to potential clients?

Sally personalizes her outreach by creating packages that include a seller letter with the recipient's name, address, and community name. She also includes memorable gifts, like ice cream scoops with a playful message, which help clients remember her. This personalized approach enhances engagement and recall.

Q: What role do partnerships play in Sally's geographic farming strategy?

Partnerships with lenders play a crucial role in Sally's strategy by helping to reduce the costs of her mailing campaigns. She collaborates with a lender, allowing her to send 4,000 postcards monthly for just $1,200. This collaboration makes her strategy more cost-effective and sustainable.

Q: How does Sally handle door knocking and client follow-ups?

Sally approaches door knocking with confidence, visiting potential clients within 24 to 48 hours of receiving a lead. If clients are unavailable, she leaves a package at their door and follows up with calls. Her goal is to set appointments and gather contact information, ensuring consistent engagement.

Q: What resources does Sally recommend for geographic farming?

Sally recommends using mailing companies like Geo Farm and Cloud CMA Pro to automate and streamline the mailing process. These resources help ensure consistent outreach and save time. She also suggests using Amazon and Pinterest for finding memorable gifts, like ice cream scoops, for door-to-door drops.

Q: Why is persistence important in geographic farming, according to Sally?

Persistence is crucial because it prevents competitors from capturing leads. Sally emphasizes the importance of follow-ups and maintaining visibility with potential clients. By consistently reaching out and engaging with leads, she increases her chances of securing listings and achieving long-term success.

Q: What personal anecdote does Sally share about her door-knocking experience?

Sally shares a personal anecdote about her first door-knocking experience with a client named James Peterson. Despite an initial mix-up, where she introduced herself as the client, the encounter ended positively. Six months later, James contacted her, resulting in a significant listing and sale, highlighting the value of personal interaction.

Summary & Key Takeaways

• Sally Scrimgeour explains her successful geographic farming strategy, which generated $226,000 in GCI. She targets neighborhoods with potential turnover and mails 4,000 postcards monthly, capturing leads through a key code system. Personalized packages and door knocking enhance client engagement, while partnerships help reduce costs.

• Sally emphasizes the importance of persistence in geographic farming, sharing insights on personalized outreach methods. She uses mailing companies like Geo Farm and Cloud CMA Pro to streamline her efforts. Overcoming initial fears, she recounts a door-knocking experience that resulted in a significant listing and sale.

• Geographic farming requires commitment and strategic planning. Sally's approach involves targeting specific neighborhoods, using memorable gifts, and maintaining consistent follow-up. Her success story underscores the value of personal interactions and the long-term benefits of building relationships with potential clients.