1. DOES YOUR REAL ESTATE CAREER HAVE A FOUNDATION?
Week 2
Dissecting Your Farming Prospects
Welcome to Farming Fridays introduction sponsored by AnnieMac Home Mortgage
Lets give a couple of our student an extra moment to get seated and you may be interested in taking some notes
Lets also take a moment and thank our Mortgage Partners in the room for putting this National Lunch and Learn League together.
I think its just awesome what AnnieMac has done, I think we have more than 200 offices and over 1000 Agents attending todays program.
No pressure right???? But seriously I bet you walk away with some good value today and you are going to be invited to a 6 week COACHING PROGRAM that is also sponsored entirely by AnnieMac Home Mortgage.
But my goal today is that even if you elect not to take the FREE 6 week Coaching Program that you take away several income generators from todays session.
DOES YOUR REAL ESTATE CAREER HAVE A FOUNDATION?

2. Kerry Fitzpatrick Bachelors Degree Education
Masters Degree Administration
30 years in Residential Real Estate
10 years Administration
10 Years Teaching REALTORS®
My name is Kerry Fitzpatrick
I am one of the lucky founders of the AnnieMac Worx Productivity Platform and The My Worx Suite Technology Solution for Realtors
The reason I say I am lucky is that thanks to the AnnieMac Home Mortgage Professional in the room with you, I never have to sell anything or charge our students any money whatsoever. We have 61 training modules with 14 different instructors all operating with no charge to our Real Estate members.
We also have this incredible digital marketing system that could cost $1500 per month per Brokerage but it is also completely free from any charge because of AnnieMac
But I want you to know I was a new agent… a long time ago and the first thing I ever did was farm… Russ and Chip and my Sales Manager taught me early and often of the power of Specialization … SPEICALIZING in a neighborhood and because of some good training I was able to double my teaching salary in my first year and grew a nice income before I out earned my husband who was making SIX FIGURES!!!
SO this message is very personal to me.

3. 6 Weeks Week 1 How To Pick and Work Your Farm Week 2
Dissecting Your Farming Prospects
Week 3
Build Your Brand Around Neighborhood Culture Using Annual Events
Week 4
In With The Old and In With The New
Week 5
Managing Your Distribution Team
Week 6
Economies of Scale
Today I get to invite you to participate in six weeks of training, but I’d like to shift from the word training, and I want you to think about a coach or a very assertive instructor.
Like your music teacher back in the day or maybe you had an acting coach or perhaps you’ve had a voice coach or someone who taught you piano.
And if you remember that coach, they didn’t have the luxury of being positive all the time.
Sometimes they had to assert discipline or even constructive criticism on you to get more out of you then you could get out of yourself.

4. Week 1
How to Pick and Work
Your Farm
Select a farm based off good business math, work a farm the way top producing agents do.

5. Dissecting Your Farming Prospects
Week 2
How can we create a true pride of ownership as it relates to your geographic farm area?
Dissecting Your Farming Prospects

6. Build your Brand Around Neighborhood Culture Using Annual Events
Week 3
Are you able to create a social network of the families in your farm area based on their common home ownership, shared interests, and personal similarities?
Build your Brand Around Neighborhood Culture Using Annual Events

7. Week 4
Don’t abandon old school proven farming techniques but add next gen digital marketing strategies.
In with the Old and
In with the New

8. Week 5
In order to Dominate a Geographic Farm Area on a Budget you should become creative in the deployment of farming materials including digitally.
Managing Your
Distribution Team

9. Week 6
Once you master the science of spending Dime(s) to make Dollar(s), you will want to duplicate the process.
Economies of Scale

10. Set the rules in place to guarantee the success of your Geographic Farm Area Business Plan!

11. Steer Clear of Established Dominance
This is a very rare but very dangerous occurrence.
He/She has already paid the price of time and money to dominate this farm area.
Never enter a Geographic Farm Area where one (1) LISTING AGENT closes more than 25% of the Listings in the Geographic Farm.
Steer Clear of Established Dominance

12. “CONSERVATIVE BUSINESS PLANNING”
Never enter a Geographic Farm Area where one (1) LISTING AGENT Closes more than 25% of the Listings in the Geographic Farm.
Simply take a snapshot of the HISTORICAL DATA and determine the Total LISTING SIDE COMMISSION available.
Then project 10% as your GROSS REVENUE
Never project more than 10% capture
of THE LISTING SIDE COMMISSION
during the first year of your Farm!!!

13. Spend a Dime… Make a Dollar!
That’s it!
That’s all the revenue that you have to work with for the first year of Your Geographic Farm Area!
Spend a Dime… Make a Dollar!
Never enter a Geographic Farm Area where one (1) LISTING AGENT Closes more than 25% of the Listings in the Geographic Farm.
Never project more than 10% capture of THE LISTING SIDE
COMMISSION during the first year of your Farm!!!
Never spend MORE THAN 10% of your
Projected Gross Revenue on Farming Activities

14. 1150
Hawk’s Landing
****
Hawk’s Nest Elementary
Plantation Middle
South Plantation High School

15. 2020
2021
2022 29
10,440,000 32
12,000,000
17 HALF YEAR
6,460,000
28,900,000

16. 28,900,000 / 2.5 =
11,560,000
11,560,000 x .03 =
346,800
34,680
3,468 7%

18. Page #1 Build your Binder and begin to catagories the
Residence of your Geographic Farm Area.
Page #1

19. Page #2 Build your Binder and begin to catagories the
Residence of your Geographic Farm Area.
Page #2

20. Coral Square
Mullins Park (sports)
Magnolia Movie
1st Baptist
St. Elizabith Ann Seton
Beth Orr
Coral Springs Medical
FLL Ft. Lauderdale Int

21. 11 6 8 41
Expired YTD
Seasoned Expired
FSBO 68
141
185
200
291

22. Lis Pendens FORECLOSURE NOTICES
Build your Binder and begin to catagories the
Residence of your Geographic Farm Area.
Name
Address
Phone
Facebook
LinkedIn
Page #3

23. Page #4 Build your Binder and begin to catagories the
Expired Listing (YTD)
Build your Binder and begin to catagories the
Residence of your Geographic Farm Area.
Name
Address
Phone
Facebook
LinkedIn
Page #4

24. Expired Listing (Seasoned)
Build your Binder and begin to catagories the
Residence of your Geographic Farm Area.
Name
Address
Phone
Facebook
LinkedIn
Page #5

25. Page #6 Build your Binder and begin to catagories the
For Sale By Owner
Build your Binder and begin to catagories the
Residence of your Geographic Farm Area.
Name
Address
Phone
Facebook
LinkedIn
Page #6

26. Recent Purchases (past 36 months)
Build your Binder and begin to catagories the
Residence of your Geographic Farm Area.
Name
Address
Phone
Facebook
LinkedIn
Page #7

27. Page #8 Build your Binder and begin to catagories the
Renters (probable)
Build your Binder and begin to catagories the
Residence of your Geographic Farm Area.
Name
Address
Phone
Facebook
LinkedIn
Page #8

28. Page #9 Build your Binder and begin to catagories the
Absentee Owners
Build your Binder and begin to catagories the
Residence of your Geographic Farm Area.
Name
Address
Phone
Facebook
LinkedIn
Page #9

29. Established Residence
Build your Binder and begin to catagories the
Residence of your Geographic Farm Area.
Name
Address
Phone
Facebook
LinkedIn
Page #10

30. Empty Nester (probable)
Build your Binder and begin to catagories the
Residence of your Geographic Farm Area.
Name
Address
Phone
Facebook
LinkedIn
Page #11

31. Build your Binder and begin to catagories the
Residence of your Geographic Farm Area.
Hawk’s Landing
$34,680

32. 28,900,000 / 2.5 =
11,560,000
11,560,000 x .03 =
346,800
34,680
3,468 7%

33. Build your Binder and begin to catagories the
Residence of your Geographic Farm Area.
Hawk’s Landing
Wyndham Lakes
Oriole Margate
$34,680
$21,400
$18,800
$74,880

34. Build your Brand Around Neighborhood Culture Using Annual Events
Week 3
Are you able to create a social network of the families in your farm area based on their common home ownership, shared interests, and personal similarities?
Build your Brand Around Neighborhood Culture Using Annual Events

36. Geographic Farm Area Blueprint…
Objective:
Apply forethought within a predetermined budget to achieve maximum
exposure and credibility within our target
audience.
Plan:
To make contact 24x during the next
12 months while investing less than 10% of
our projected income.

37. Doorhanger
Postcard
Letter
Newsletter
Report
Giveaway

38. Garage Sale
Event
Web Update
Value Report
Announce
Webcast

39.
Social Media
Door knock
Telephone Call
Survey
Collect Data

40. Higher Cost Lower Cost No Cost
2 x Each Month
Doorhanger
Postcard
Letter
Newsletter
Report
Giveaway
Social Media
Door knock
Telephone Call
Survey
Collect Data
Garage Sale
Event
Web Update
Value Report
Announce
Webcast
Higher Cost Lower Cost No Cost

42. For 28 Years And over 500 Associates
We have used Forethought & Budget
To capture 10% Marketshare 1st year
15% 2nd year
20% 3rd year

43. $34,680 1st year $52,020 2nd year $69,360 3rd year
28,900,000 / 2.5 =
11,560,000
11,560,000 x .03 =
346,800
34,680
3,468 7%
$34, st year $52, nd year $69, rd year

44. Create a Private Group on Facebook
Now it comes down to TASK MANAGEMENT!
As is the case in every thing in your life “eventually” it all comes down to the difference between TRY or DO. Average agents TRY to complete their tasks on time with high quality and great conviction. Top Real Estate Earners DO their tasks with high quality and great conviction.
Create a Private Group on Facebook
“XYZ homeowners”

46. Create a Group on Facebook

50. Things You can do with your PRIVATE facebook group…
Build Rapport & Credibility when prospecting, door knocking, telemarketing
Establish a sense of community with the homeowners (with you in control)
Post SUBDIVISION SPECIFIC VALUE
HOA news, rules, announcements
Help with voting and meetings
Subdivision Photos
Community News
Soccer Tryouts
Restaurant Opening or endorsement
Holiday Happening
School Calendar
Real Estate/ Finance News Reports
Market Updates… Listed, Sold
Mortgage Offerings, Moving, Staging, New Homes

51. Now it comes down to TASK MANAGEMENT!
As is the case in every thing in your life “eventually” it all comes down to the difference between TRY or DO. Average agents TRY to complete their tasks on time with high quality and great conviction. Top Real Estate Earners DO their tasks with high quality and great conviction.
Create a Private Group on Facebook
“XYZ homeowners”
Create a Subdivision Account on Instagram

53. Now it comes down to TASK MANAGEMENT!
As is the case in every thing in your life “eventually” it all comes down to the difference between TRY or DO. Average agents TRY to complete their tasks on time with high quality and great conviction. Top Real Estate Earners DO their tasks with high quality and great conviction.
Create a Private Group on Facebook
“XYZ homeowners”
Create a Subdivision Account on Instagram
Buy a Domain that represents your farm
“ XYZ homeowners.com”

55. Using a Subdision Specific Website to GROW your business!!!
Using a Subdision Specific Website to GROW your business!!!
Giving away I love Parkland.com Bumperstickers would be a great idea!!!
Imagine I LOVE WYNDHAM LAKES. Com

60. Now it comes down to TASK MANAGEMENT!
As is the case in every thing in your life “eventually” it all comes down to the difference between TRY or DO. Average agents TRY to complete their tasks on time with high quality and great conviction. Top Real Estate Earners DO their tasks with high quality and great conviction.
Create a Private Group on Facebook
“XYZ homeowners”
Create a Subdivision Account on Instagram
Buy a Domain that represents your farm
“ XYZ homeowners.com”
Construct your Master Task List and Accountability Deadlines

61. Build my website and Social Media Private Group
Announce my website and private group via DH/PC

62. Build my website and Social Media Private Group
Tele market Annual Inventory Survey make Announce

63. Build my website and Social Media Private Group
Door knock Survey & announce Website /Private Group

65. DOES YOUR REAL ESTATE CAREER HAVE A FOUNDATION?
Farming Fridays
DOES YOUR REAL ESTATE CAREER HAVE A FOUNDATION?