Real Estate Farming Presented by Yvette Lawson Corner

Real Estate Farming Presented by: Yvette Lawson, Corner. Stone Title December 11, 2017 1

Agenda • Introduction • Advantages of Farming • Picking Your Farm • Common Types of Farms • Niche Farming • Sample Realist Searches in MLSListings • Things to Consider • Marketing Budget • Real Estate Farm Marketing Ideas • Corner. Stone Pro 24/7 • Corner. Stone On-the-Go / Walking Farms App Demo 2

Introduction About Me Over 22 years experience working in the Title Business. APR Full-Circle Moment. About Corner. Stone Title At Corner. Stone Title, high-touch and high-tech merge to deliver an efficient service that you can count on over and over again. While technology helps us deliver efficiency, it will never replace the value of our one-on-one personal service. Corner. Stone Title has been servicing the needs of real estate and lending professionals for over 14 years. Since our inception, Corner. Stone Title has grown to be one of the Top Title Companies in Northern California. 3

Advantages of Farming • Convenience of Location • Listings and Sales centralized in one area • Familiarity with a specific community (work where you love ) • The more you know about your neighborhood, the better your edge • Long Term Relationships • Longer you service a community, more recognition you gain • More of your Real Estate signs in the neighborhood 4

Picking Your Farm • “Prepare the Soil” • Research properties and potential customers • Turnover Rate? • Rate of 7 -8% • To calculate the turnover rate, add up all of the properties sold within the past 12 months and divide that by the total number of homes in the area 5

Picking Your Farm • “Prepare the Soil” • How long have the occupants lived in their homes? • Other agents with considerable market share in that community? • Current sales trends in the community? • Renters vs. Homeowners? • Demographics? 6

Common Types of Farms • Geographical (zip code, neighborhood based) • Transfer Date Farm (target home purchase 20+ years ago – downsizers) • Property Characteristics (square footage, lot size, bedrooms/bathrooms, 1 story) • Residence Type (SFR, Condo, Townhome, Duplex) • Sales Price (high value homes) • Buyers / First Time Home Buyers (mail to non-owner occupied/renters) • Empty Nesters (downsizing, Prop 60/90) 7

Niche Farming Traditional Marketing Target Marketing • Geographical • Specific Condo or Gated • Just Listed/Sold Communities • Absentee Owners • Buyers Looking for Specific • Downsizing Neighborhoods • Move-up • Walking Farm • Schools 8

Sample Realist Search Saratoga Down-Size 9

Sample Realist Search Saratoga Down-Size 10

Things to Consider • What type of Target Marketing resonates with you? • Set a goal • Establish a regular schedule for marketing / prospecting • Do it every day! 11

Marketing Budget • Commit to your Farm for 1 year – Budget Formula: • (# of addresses x price of mailing) x 12 = yearly cost • Example: 5. 5 x 8. 5 post card – Impact Marketing • 100 -200 =. 83 each (printing and postage) = $166 x 12 = $1, 992 • 250 -500 =. 68 each (printing and postage) = $340 x 12 = $4, 080 • Postcard or Flyer creation can take less than 10 minutes! 12

Real Estate Farm Marketing Ideas • What do your customers want and need? Ask questions in the neighborhood. Find a way to fulfill those needs or provide resources that do. • Develop a newsletter for the community both online and off. Use your website to provide neighborhood information. • Find local cleaning services, after school activities, sports, entertainment, farmer’s market info • Find local vendors that service garage doors, landscaping, deck repair, bug and rodent removal, roof repair, etc. • Offer ideas for home improvement, better curb appeal, etc. Offer ideas about anything that will make the neighborhood a better place to live. • Become the local referral expert for home repairs. • Giveaways--Calendars, sports schedules, notepads, tips and hints, moving kits, etc. • Find local activities to sponsor-- fundraising, school activities, senior meal delivery, etc. • Work with a local business who is willing to offer a discount on an item for you to advertise their business in your newsletter, ie: an ice cream shop-free, ice cream cone with the coupon from your mailer. • Support pooches! Put together a flyer about you with small bags of dog treats, hit the local dog park. • Develop a Home Buyer's or Home Seller's Seminar and hold it at your local library or recreation center. • Make up branded bookmarks and leave them at your local library and book stores. • Have an Open House at YOUR house and invite your neighbors. 13

Corner. Stone Pro 24/7 • Mail Address Search & Owner “Exact Match” • Intersection Search • Statewide & Nationwide Searches • Produce a Presentation Ready Profile Including Cover Pages • Online Docs in PDF • Property Reports in PDF • Granular Searches (for niche marketing) / pay per lead (. 08 -. 25 each) • Including Phone Numbers • Out of State Owners • Height of Market Sellers • Occupations/Marital Status/Children 14

Corner. Stone On-the Go Available for Apple® and Android™ Snap-to-Pro Camera View • Use the Camera View to locate and obtain a property profile by taking a picture of the property. Walking Farm • • • View – your Farm Area via list, map or property profile view. Walk Order – Use your finger to draw a line directly on the map from start to finish over the properties you would like included in your farm list for easy walking. Pull – Property Profiles directly from Farm Record. 15