Want to know the Geo-Farming Strategy that your seller clients will love and will supercharge your business this spring? Watch Dan Forsman in episode #97 of our Real Estate Redefined Series to learn the secret! Contact us to learn more!
What if I could show you a geographic farming strategy that your listings clients would love and would supercharge your real estate business as we move into the spring market? Interested? Watch the rest of this video to find out – the rest of the story!
Roll RER Intro
Welcome to Real Estate Redefined. I am Dan Forsman. MEGA Open House marketing is the best geographic farming approach I have seen in my 33-year career. Over the last 3 years, we have been working hard to perfect this approach and it just gets better and better. For example, our most recent MEGA Open House event featured 423 beautiful open houses. We had 3150 visitors on a rainy Sunday afternoon and generated 655 buyer prospects for our open house listings. We also identified 215 seller prospects. That means 870 new opportunities for our associates! And this does not include even more opportunities from the pre-event and post-event marketing in the local community.
MEGA events are very different from standard open houses. Let me explain.
First, we begin by selecting the open house location 2-3 weeks ahead of the event. Then, we implement an extensive pre-event marketing campaign – in the local neighborhood. This may include postcards, door hangers, videos, pop-bys to meet the neighbors or our exclusive Buyer Marketing Analysis reports showing home values and the number of real-time buyers searching for homes in that neighborhood. After all, neighbors are often the best sources of finding their new neighbors.
The week before the event, we kick off a massive advertising campaign. Open houses are highlighted on our industry-leading network of over 40,000 websites – including paid open house ads on Zillow – the leading real estate website. We promote the MEGA event on our digital billboard network plus social media campaigns and print advertising.
Four days prior to the event, we launch extensive social and digital listing ads campaigns on Facebook, Instagram, Google and WAZE. These paid ads are geo-targeted to the local community and create a lot of attention. Last year, we generated 16 million ad impressions and 500,000 clicks to our listing pages from those ads. Then, we place cookies on the devices of the buyer prospects and follow them with more ads – which generated another 6 million ad impressions and 250,000 clicks back to our listings. Our associates also get their seller clients involved to help promote to the neighbors on social media. No other brokerage provides such an extensive program to help generate more buyers for their open house listings.
On Friday, we place lots of directional signs, open house flags, balloons and more to create attention. Many of our associates also hold a special “neighbor preview” before the main event. At the MEGA open house event itself, we use our Spacio paperless registration app to collect contact information and ensure lead follow-up. We use those same registrations to select our sweepstakes winner of a cool Alexa Prize Pack.
After the event, we host a MEGA Monday follow-up day in our offices to contact potential prospects from the event. These are fun sessions where we practice our talking points and get the teams into the right mindset for calling prospects. Then, our teams are back in the neighborhood to continue marketing to the neighbors and getting ready for the next MEGA event.
MEGA open house marketing is the most effective approach to generate the most potential buyers for our listing clients. It is also a very successful geo-farming strategy for our associates to become known for superior open house marketing in their local communities. Everybody wins!
Our next MEGA Open House event is March 10th. We have 15 MEGA events scheduled this year with 2 per month coming up over the next 4 months. For our associates, we have Jason Pantana from the Tom Ferry organization here for a private Marketing Edge on March 5th and 6th. One of his specific training topics is MEGA open house marketing. Register on our PROPEL learning management system to attend. If you are an agent considering our company, we would love to have you attend this event to learn more. If you are considering listing your property this spring, contact us to learn how MEGA Open House marketing can help you expose your property to most potential buyers!
Thank you for watching this episode of Real Estate Redefined. We will be back soon with more insights, information and inspiration for real estate professionals. And Remember … every day… in every way … YOU can get better and better!