We want you to be a well balanced farmer. In fact like any good farmer you want to have two really solid crops that produce for you. For everyone’s reference the trees in the picture are almond trees and if farmed correctly can produce great crops for 25 years before they have to be replanted. This is the kind of farm that you want to have for your sellers. You want to grow them with care and make sure they keep producing for you for your entire career.

In our case we are talking about having buyers and sellers. Today is about creating a seller farm that you can count day in and day out year after year. Sellers are different in that they need different information. They have been through the buying process once but probably never have been through the selling process before. They may even think they “know” real estate so you have to make sure to demonstrate your knowledge in the market and in the selling process. Today we are going to speak about how to build your seller farm. There are two ways we are going to cover how to have a seller farm. One is with your website and the other is with your blog. They are two different ways but the crop is still the same sellers!

The Seller Farm with your Website

Sellers need information and you are going to give it to them with your seller center. On your website you are going to create a special area where sellers can come and find the information necessary for sellers. Some of the information that you need to cover in your seller center are as follows:

• The Selling process - just because you know the process doesn’t mean they do. Explain how you help sellers understand the market, prepare the home, guide them through the entire process.
• Trading up - most sellers are looking to trade up. Make sure you cover this part of the process as most don’t know about contingent sales.
• Loan Information - you may just have a link to your loan page on your website but I would recommend speaking more about how they can use their equity to get a good loan.
• Your marketing programs - if you offer different levels of service speak about it. Let them know the kind of things that you do for sellers.
• Market Update Pages - 1 month update what has happened in your area with either charts or just numbers.
• The ability to sign up for market update reports - whether you send them a personal CMA or you send them to a page on your website

NEVER speak about commissions you charge. You will always be negotiating against yourself if you do so don’t put it on your website. If you have to put your lowest commission package you offer.

The Seller Farm with your Blog

I would always recommend having both a blog and a website and trying to harvest sellers. They will attract different people at different times. Let’s get into growing your seller crop on your blog.

• Make sure you have a Free Home Value link - make sure that you have a link on your blog for a free home evaluation. Stay away from CMA as sellers don’t know what this means.
• Write market update reports at least once a month - if you serve more than 1 neighborhood make sure you write a market report at least once a month for each neighborhood you serve. It should at least cover how many homes sold, were listed, expired, and went into escrow but haven’t sold yet.
• Write about issues that sellers care about - improvements that improve home value are great posts. You can speak about kitchen remodels, bath remodels, and talk about things that don’t add value as well.
• Reference your free home value report in your posts - make sure to make calls to action about your free home evaluation in sellers posts. Sellers want to know the value of their most important asset and make sure they know they can get one from you.
• Get them to subscribe to your blog - make sure that they know they can get updates by subscribing to your feed. This will help you capture their information.

Give the sellers what they want and they want information about their values, the process, and what they should expect when selling. Other than commissions make sure you tell them all the things that sellers want to know.

Stay Tuned for the next part in the series where we are going to speak about how to harvest your seller farm.

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How to Create a Digital Farm