You’ve got a territory – or you’ve been working on developing a territory – but now there’s another agent or two moving in on your farm area. They’re marketing to “your” homeowners.
What should you do?
The first impulse might be to “go political” and tear down the competition – but that would not be wise.
Years ago, market researchers learned that naming your competition in an ad brought an unwanted result. It made people remember the competition instead of the advertiser!
In addition – when you tear down someone else, it makes you look bad. So eliminate that idea.
Instead, focus on what you do well. Toot your own horn.
Talk about your personal service or your extensive marketing techniques. If you’ve got good statistics to brag about, give your days on the market or your list-to-sell ratios as compared to the average. If you actually live in the neighborhood, or if you’ve been selling homes there for a good number of years, mention the fact.
Meanwhile, stay in front of the homeowners in your farm area with prospecting letters, market updates, news about the area, or interesting trivia that they’ll enjoy sharing with friends.
Stay in front of your prospective clients.
Don’t let them forget you – and don’t let them forget that you’re very willing to give them a market analysis. And of course, always invite them to visit your website and your blog.
Fill your website and your blog with good information. Community pages can keep homeowners in your farm area informed about area events, and advice pages can alert potential sellers to steps they should take before listing their homes.
Get in front of them in person by visiting their stores and coffee shops, attending their yard sales, and cheering for their kids at high school sports events. Take a walk through the neighborhoods on a nice day and talk with the people you meet.
If it’s in your nature, knock on doors, just to say hello and perhaps drop off a small branded gift.
Remember also to send just listed, under contract, and just sold cards – and to invite near neighbors to your open house events.
Don’t let an intruder in your farm area scare you off – simply promote yourself better than they promote themselves.
You can!
