Farms can be targeted many different ways, however, incorporating old with new can be extremely effective. Coming at it from more than one angle and being consistent with your message is key. Targeting expireds, FBSO’s, or simply making a neighborhood aware of your brand are just some of the ways you can utilize social media and direct mailers in the same campaign. For this blog, Expireds will be the focus and you will be targeting them with tremendous value.
Vol. #1 – Expireds on Facebook & Direct Mail
You must have 1,500+ email &/or phone numbers (at the very least) from data providers such as Vulcan7 or Espresso Agent to begin this campaign. Then download a CSV file of the data to your hard drive, and then upload and create a “Custom Audience” in the Facebook Ads Manager.
Here are the four steps to creating a custom audience on Facebook:
Schedule 4 weeks worth of blog posts at a time offering “Jabs,” which is content that offers value and information, yet does not directly ask for business. For example:
-Top 5 Things Buyers Want
-Homes That Sold While Yours Was Listed
-Marketing Techniques That Brings Buyers
-Download Our Custom Sellers Guide – this is the “Right Hook.” This is where you ask them for something.
Run each blog to the target audience for 5 – 7 days at a time. In between the 2nd and 3rd blog posts, mail a postcard to the same homes that introduce yourself as the local expert that specializes in selling expired properties. Geographic Farm has incredible (custom) agent “intro” post cards, like this one:
After cards are delivered, have ISA (or yourself) call the expired homeowners that you’re targeting to personally introduce yourself, or door knock and inro yourself in person. It’s a slightly different, less pressurizing approach and builds trust.
After the 4th blog, which is the custom sellers guide, send a post card that directs them back to the same sellers guide to keep that consistency. Have a custom URL with a tracking code. LeadPages.net has great landing pages that you can use for this. When your sellers guide is downloaded, it’s another great opportunity to call that prospect to find out if they have any questions in regards to the guide. That’s when you attempt to set the appointment.
Repeat this campaign for another month but replace the 1st mailer with proof of production, client testimonials, or something similar. But please remember, this type of campaign requires a good amount of patience, time, and testing. It is a nurture-heavy approach that builds trust and awareness over time. Go all in or nothing.