I am going to start a series on some ideas that Realtors can take into their business to try and step away from the herds and make their way into a niche or “blue ocean.”

Building Specific Farming - for those working in urban areas especially the condo market this trend is becoming the norm. Realtors have now gotten so specific in their farming, that individual buildings are now being targeted.

It usually starts with a website selecting a specific building or development. Within the site a sense of community is formed. Residents places ads for rentals, stuff for sale, parking spots for rent, etc. There are forums to comment on the building, complain, praise, or just inform. People write reviews on restaurants, shows, bars, clubs etc. in the area.

The Realtor also places any current listings in the building or informs people that he/she has buyers who want into the building on the site. He/She is seen as the authority on the development and residents begin to know, like, and trust this person. They immediately think of that Realtor when it comes to real estate knowledge – how could anybody else know more than the person facilitating this information?

In order to become part of this community – people must opt-in. Meaning they must submit their contact details (email usually) to become part of this online happy place. “I don’t want to be left out of my own community!” Now the Realtor begins making his list. With this list he/she know that somewhere down the line people on this list will give him business. It is the relationship he/she maintains with this list that is vital. As long as he/she is perceived to be creating value that list is as good as gold.

Now the drip campaign. This is a series of emails that are scripted to push the list along in a sales process. The sales process is not always evident, but at the end of the day you can be assured that this is the desired outcome of the Realtor. A drip may be anything from a monthly newsletter, to a method of getting people to list their properties or sale. The secret lies in the content of the email and its repetitive nature.

A Realtor has now added value to this specific community and when you add value, people will turn to you. If you select a development with high turn over, then there can literally be hundreds of thousands of $$$ worth of commission in your list.

Start swimming out of the Red …

photo credit: michael_8

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