Farm intro

[annewest]

This is a sort of strange question/request, but here goes. I had decided before reading SWS that I would farm the neighborhood where I live. I have a mailing list of all the families in my daughter's elementary school and have separated out the ones I know (i.e., SOI). I was going to send the people I don't know a letter introducing myself and then follow up with some market data and other useful info. I figured I could go ahead and do it because it is basically no cost to me (my broker will pay the postage). And, since these people are at our local elementary school, they could turn into SOIs in the future.

I had drafted an introductory letter but suspected it was dorky and now am convinced that it is. I'd like to sedn something that doesn't get immediately tossed and maybe actually gets read by some people. I was not going to use company letterhead or return address, but rather my own personal address since these are neighbors. Does anyone have any ideas about a non-dorky intro letter or should I just forget it?

Thanks from a relative newbie.

[Jennifer Allan]

Hello Anne!

Are you brave enough to post your possibly-dorky letter? Pleeeeeease???

It'll give us something to go off!

[Susan in NC]

I just want to chime in here that I sent a farming letter to my neighborhood, despite hearing from practically everyone that they don't work.  I wrote it myself trying to put some of my personality in it and yet still sound professional.  And, lo and behold, three days later I got a call from just the cutest newly married couple who want to sell their townhouse and move to a bigger place.  So because of that letter I have my very first listing in the works, as well as my very first buyer clients!  So don't let anyone tell you it doesn't work--just be sure to be yourself!!  Good luck!

[Jennifer Allan]

Susan - that is GREAT! And maybe it IS possible - if you are yourself (and not some dorky imposter) that your "farm" will be inspired by your sincerity and give you a call.

So cool!

[annewest]

OK, here goes...this should give you a laugh...just be kind as I am new and clueless. I guess I should just paste it here. It's long as I was babbling on. Just call me super-dork!

Dear (name)

I would like to introduce myself. My name is Anne West and I am a real estate consultant with Coldwell Banker. I am also a neighbor and wanted to let you know that I have decided to focus my business here in the Harper School area. You can expect to be seeing me in the neighborhood a lot from now on.

I also wanted to tell you a little bit about myself, how I am different from other real estate agents and why this might be beneficial to you should you ever decide to sell your home. I got into real estate after a successful career in marketing for companies like Quaker Oats, Helene Curtis and Pergo. I managed big consumer brands and developed and launched successful new products like Degree Antiperspirant and Quaker Oat Squares cereal. While consumer marketing was fun and fulfilling, what I really wanted to do was have my own business where I could control my destiny. I finally got to the point in my career where I could pursue that dream.

The reason for telling you all this is that my business and marketing background has shaped my approach to real estate. Because I have spent years studying consumer behavior, I understand buyers and their motivations, and I know how to effectively target them with my marketing. For example, my marketing program specifically targets the people who are most likely to be home buyers in the Harper neighborhood.

Second, thanks to my business background I have excellent project management and communication skills, as well as a strong client service orientation.

Third, I believe that information is the key to success in real estate, whether you are a buyer or a seller, and I am dedicated to keeping you informed about anything that can affect the value and salability of your home.. Please contact me anytime to take advantage of my real estate and my neighborhood expertise.

Sincerely,


Anne West


If your home is currently listed for sale with another broker, this is not intended as a solicitation of that listing.

[Margo6786]

I like it! If you were my neighbor, and I were looking to sell my house, I would probably give you a call based on that letter. It was not cheesy, but impressive. It was real - it was about you and your experience and what you bring to the table - not how excited you are to be in real estate and how wonderful CB is blah, blah, blah...

Good job! Congrats! 

[Jennifer Allan]

Anne - I like it too. I re-worked your opening paragraph a little bit - see what you think. I don't like the title "consultant" unless that's the proper title in your state - while I love the IDEA of real estate consulting (as opposed to selling), it comes across as a bit pretentious, IMO. But I'm not adamantly against it if it feels right to you...

I changed the message from 'I've decided to focus my business here' (all about you) to "I love and know our neighborhood, so..." Again, if it feels right to you...

How do you intend to follow it up (the letter)?

Hello! My name is Anne West and I am a real estate <agent, broker, etc> with Coldwell Banker. I am also your neighbor, and since I know and love our area, I wanted to introduce myself in hopes of becoming your favorite neighborhood real estate agent!

[annewest]

Margo and Jennnifer-
Thanks for your input and encouragement...I guess you're right about 'consultant' sounding pretentious...I was trying to leave them with an impression that I am more than a salesy real estate agent but I guess the rest of the letter does that. I like the changes to the opening, Jennifer, so I'll use it if you don't mind. Thanks!

I want to provide people with something more valuable than a normal doodad. My thought was to follow up this letter with this nifty custom report Coldwell Banker has with sales trends, price trends, DOM etc. for the area. And then maybe a list of latest sales and prices in our specific neighborhood.

Speaking of that, is that something that will annoy people...knowing that I am sharing what people got for their houses? I mean, it's public record, but still....

Oh, and another idea I had for my farm (at least a small part of it). I am going to have an ice cream party on my street- just a casual "come on by for a cone" since there are tons of families with kids. I don't know most of them that well because I'm never around, so I thought this would be a good excuse to get to know them and leave a positive impression...though I don't plan to do ANY talking about RE unless someone asks.

What do you think?
Anne

[Jennifer Allan]

Hmmmm, good question about annoying people with sales prices...although I presume that those people will have moved out by then? I wouldn't worry about it - it IS public record and it's worth informing the many while risking annoying the very few.

If an ice cream party sounds like fun to you, by all means do it! Helium balloons are always a hit with kids, so have a bunch of them and you'll probably be swamped.

And make sure you've previewed every single house for sale anywhere close by, and maybe even in similarly-appealing neighborhoods! Being the neighborhood expert is more about actually being an expert than it is just sending out the most mailers.

[Bill Saunders]

Do you think that maybe...somehow the part about your good communication could be put forward in the text?

I'm just thinking that lack of communication from a previous agent WILL net you a prospect when you punch it that you DO keep in touch, and putting it closer to the front might keep one of those "I don't have time to read" types from putting it down prematurely.

Oh, HI ANNE!!! WELCOME!

It's just a thought. Communication is such a key element to a seller, and I feel you should showcase it. The marketing experience is awesome, wish I had a third of it, but marketing is a factor that many other agents are punching also. I feel you might land an expired or withdrawn this way, especially from a former seller whose agent was busy marketing himself by sticking the sign in the yard and disappearing.

It's a great letter! And I like Ms. A's edit as well. Best of luck with it. Be certain to keep the forum posted!

[annewest]

Bill-
Great point about putting communication skills farther toward the beginning.probably the most meaningful think to sellers..I will rework it before I send it out. And let you all know if I get any responses...I don't really expect to on the first go round but will follow up in two weeks with some market data to the same people.
Thanks!
Anne

[TimBer]

I've had the same question about advertising what homes sold for in my neighborhood.  I'm not so much concerned with those who moved but more concerned with the buyer... they might not like everyone having what they paid for their home put in everyone's mailbox... again, even though it is public record.

[dejaniera]

Anne,

I love the letter and it's quite impressive...Please let us know how many leads you get as a result!!

[FPiluso]

Thank you Anne for sharing.  Great letter and I like your follow up idea.  I was thinking about doing a small amount of farming in a non cheesy way myself and this helps me out. 

[annewest]

Hi Everybody-
Well, I sent out the first letter to my farm (mid-June) AND a just did follow up note with attached real estate stats for our town. I haven't got any calls yet, but I did meet two women at travel soccer party who, when I introduced myself, said "Oh, I got your letter..." And we started talking about the RE market etc.

My next farm activity will be this coming weekend: there's a concert every year in the little neighborhood park in my farm area. A bunch of local dads who play in rock bands (for fun) perform for the rest of the neighborhood...probably draws a few hundred people, mostly young families with kids. Everyone brings a picnic, the kids play in the playlot (parents can enjoy the music and keep an eye on the kids), the fire dept. comes and shoots a spray of water in the air and the kids all run under it,...you get the idea.

Anyway, this year I am sponsoring a bouncy house for the kids at the concert, and plan to meet and strike up conversations with the parents as their kids jump inside. I have sent postcards to the farm reminding everyone to come to the concert...so hopefully all of this will generate awareness and goodwill.

Just thought I'd share. What do you think? Cheesy or not? Any ideas on how to do this better?

Thanks
Anne