Real Estate Prospecting: Strategies for Farming Your Markets

Front Cover
Dearborn Real Estate, 1994 - Business & Economics - 226 pages
Caughman's book, &I>eal Estate Prospecting will explain:

* How to sell yourself and your agency to the community

* How to plan your work and work your plan

* Provides direct mail ideas that generate responses

 

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Contents

Farming A Systematic Way of Prospecting
3
Persistence and Consistency
4
Farming Is Marketing Yourself
5
The Numbers Game
6
The Service Road to Success
7
Leadership A Company Approach
9
Being Number One
10
The Statistics of Real Estate
12
Community News
115
Newsletter Distribution
116
Creating a Personal Marketing Program
119
Tools of the Trade
120
Farming Works
122
Referral Farming
123
Other Farming Tools
125
Keeping Direct Mail Costs Down
129

Setting Goals
13
Designing the Company Farming Program
14
Common Law or Statutory
15
City Farming
17
Cooperative Company Farming Programs
21
Prototype BranchOffice Farming Program
22
On Your Own Plan Your Work and Work Your Plan
33
SphereofInfluence Farming
34
Geographic Farming
35
Putting It All Together
40
Work Your Plan
42
Prospect Management and Strategies
47
The Computer Revolution
49
Selecting a Farm
50
Commission Splits
51
Organizing Your Farm
54
Computer Farming Programs
55
Market Analysis
59
Customer Management
61
Choosing Software
62
Choosing Hardware
63
A Complete Farming Package
66
Printers
67
Farming by Mail Direct Mail
71
Elements of a Good Letter
76
Ghostwriters
79
Other Direct Mail
84
Farming by Mail Active Farming the Personal Touch
87
Plan a TwoYear LetterWriting Campaign
93
Farming by Mail Newsletters
99
Homemade Newsletters
100
ReadyToPrint Newsletters
108
Preprinted Newsletters
110
Choosing a Newsletter
112
Advice Columns
113
Quotations and Humor
114
Marketing Yourself in Your Community
133
Cultivating Your Farm Contacts Contracts
135
Dont Make Cold Calls
136
First Build Rapport
137
Riding the Farm
138
The Golden Triangle
139
Reverse Contact
141
Telephone Contacts
142
Your Telephone Center
144
Develop a Script
150
Listing in Your Farm The Harvest
155
Your Marketing Plan
156
Personal Commitment
158
Competitive Market Analysis
160
Turning Down a Listing
164
The Motivated Seller
166
The ListingSelling Cycle Open Houses
169
The Perils of No FollowThrough
170
A Waste of Time?
171
Target Your Advertisements
173
Preparing for an Open House
174
Showing the Home
175
Follow Up
177
The Tortoise and the Hare
181
Wheel of Success
182
Professionalism Versus Amateurism
183
Till Your Fields and Reap the Rewards
186
Resources
187
You and the Post Office
195
First Class Mail
196
Cleaning Lists
197
Bulk Rate Pays
198
Copy It
209
Index
225
Copyright

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