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

2. 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
CornerStone Pro 24/7
CornerStone On-the-Go / Walking Farms App Demo

3. Introduction
About Me
Over 22 years experience working in the Title Business.
APR Full-Circle Moment.
About CornerStone Title
At CornerStone 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. CornerStone Title has been servicing the needs of real estate and lending professionals for over 14 years. Since our inception, CornerStone Title has grown to be one of the Top Title Companies in Northern California.

4. 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

5. 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

6. 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?

7. 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)

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

9. Sample Realist Search
Saratoga Down-Size

10. Sample Realist Search
Saratoga Down-Size

11. 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!

12. 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
= .83 each (printing and postage) = $166 x 12 = $1,992
= .68 each (printing and postage) = $340 x 12 = $4,080
Postcard or Flyer creation can take less than 10 minutes!

13. 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.

14. CornerStone 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 ( each)
Including Phone Numbers
Out of State Owners
Height of Market Sellers
Occupations/Marital Status/Children

15. Available for Apple® and Android™
CornerStone 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.