Page 66 - Social Media Marketing

46 Walk Like a Giant, Sell Like a Madman

students, what kind of self-help groups they have, what night they
hold public meetings, and whether they offer any relocation help to
families moving into that area.

I like to keep track of churches and schools for two reasons: First,
they may refer business to me. Second, when I sell a home, I'm really
selling the entire community, and it helps if I can say, "Mr. or Ms.
Buyer, you're a Catholic [or Methodist or whatever]; well, here's
your parish and the pastor is Father Sylvester." I'll give them the
phone numbers of the church and tell them what sorts of programs
they offer. Or I can tell them that they'll be a short walk to the
elementary school or that the school bus stops at this corner.

I also try to know every park in my marketplace, so that when I
meet a family on an appointment, I can say, "Yes, your home would
be within walking distance of Barbary Park."

Press the Flesh

The most important part of your farm consists of the people who
inhabit it-the people who live, work, and play on your farm, pur-
chase your products and services, and send business your way. In
my early years, I walked every street on my farm, so my customers
would know me by sight. I wanted them to see me as a hard worker
who was dedicated to the community. Later, when I was estab-
lished, I could switch to more sophisticated marketing techniques.
But in those early years, there was no substitute for getting out and
meeting people.

I handed out some gifts or promotional material to every house-
hold in my farm at least three times in the first year, and afterward
once or twice a year. Holidays are a good time. My assistants and
I have handed out flags on the Fourth of July and pumpkins over
Halloween. My brother, who is also in the real estate business, plants
American flags on every lawn in his farm area the night prior to the
Fourth of July.

I established myself as the top expert and the most dedicated real
estate professional in my sales territory. You can do the same. You