The next consideration is Proximity to Your Office or Accessibility

PROXIMITY TO OFFICE AND ACCESSIBILITY

Time is a valuable game resource. Therefore, proximity to your office is worth considering.  You want to choose areas that give you the best return on your  time. What is the commute time to that area? Can you afford that much time in your vehicle? Consider your time’s hourly rate. Would your earning potential justify the travel time?  In some cases, the profit may outweigh your time’s cost.

Usually, an area that is close to your office saves you time and gas money over the long run. Another factor is access. 

How easy is it to access your community? Think about distance and how easy it is to get in and out of the area when there is traffic. 

Also think about things like private driveways and gates. These prevent you from knocking at some homes. 

Look at your area on a map AND do some test trips to the area before you commit.

The last point here is where to avoid farming –  and that is in Networking Groups.

WHERE NOT TO FARM

Some agents will tell you they can productively farm groups. I do not believe it. I do not see agents becoming successful by farming networking groups. The math proves it is not a wise decision.

Remember how the listing math works. You need to have a certain number of conversations before you get an appointment and eventually a listing. You have to nurture several conversations over time before they turn into leads and listings. 

Think about it. How many conversations would you need to have inside these networking groups to have a conversation that actually turns into a lead? 

You already know that when knocking you need 100 doors to get a listing conversation. That’s around one listing appointment a week if you knock on at least 100 doors each week. Can you anticipate one listing appointment from your group every week? Unlikely. Even if your group meets once a week, you’d have to spend the entire meeting prospecting to have enough conversations. And it still wouldn’t be possible.  You wouldn’t even come close to the same number of conversations you are having directly at the door. Not only that, the conversations are not qualified. 

When you are at a homeowner’s door, you know where they live. You know the asset class you’re dealing with. You can qualify several things about the prospect right away. You can’t do any of that in a networking group. You also can’t progress through prospects as quickly. 

Overall, networking groups are a quick way to waste time. There is little promise that they’ll provide you with listing leads. Instead of spending time at these groups, ask yourself, “How many doors could I hit in my target area during that same hour every week?” 

It is much wiser to spend your time knocking in your targeted farming zone. 

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