Most expansion teams we run across are built on buyer lead generation or teaching agents to work their sphere. On this episode Scott Kooiman, VP of Operations, shares the farming strategies they use, and how they’ve made it profitable to expand though farming and direct mail advertising.
TThe goal of farming is doing it consistently to a specific geographic area, so when anyone in that area thinks of real estate, your brand comes to mind.
– Scott Kooiman
Takeaways + Tactics
- It takes a true leader to realize they have a lot of weaknesses, and they have to find people around them to make up for them.
- When you put community news into mailers, you’re making it something people actually want to look at.
- Don’t expect to get ROI on mailers immediately. Make sure your budget has a buffer for at least 12 months.
Resources & Links:
Expansion– Learn how you can partner with Elite Real Estate Systems – build your career, start your own satellite team and remove yourself from actively working with clients – all without leaving your current broker.
Team Building Workshop – Spend the day observing these systems in person, including board meetings, Monday Team Meeting, agent one-on-one meetings. Also includes hours of private consulting to create your own custom roadmap to build and exit your real estate team.
Tools & Services – See all the tools, professional services and companies Jeff uses and recommends to help build your real estate team.
On this episode we discussed:
- The Kenny Klaus Team’s structure
- Farming geographically vs. internet leads
- Reticular activation
- Phrasing for mailers and publishing community content
- Agent and team stats
- Analytics and ROI
- Agent accountability
The key to farming is making your brand so visible that awareness turns into reticular activation. When you’re publishing content that’s relevant to the community in your farm, people are more likely to look at it over and over again. Ultimately, the secret is specificity, consistency and being knowledgeable about the farm area.
Scott is a licensed Realtor with the Certified Local Market Expert and Internet Marketing Specialist Designations. He coaches, trains, and motivates the team and leads the operations of the Kenny Klaus Team in Arizona. Scott is also responsible for team marketing, including brand management, social media, advertising, online resources, and analysis of existing marketing campaigns. Scott develops new marketing products and strategic planning, organizational and operational systems, human resources, financial reporting, and business development. Learn more at https://klausteam.com/.