What's behind this agency's successful farming strategy? Relationship building

Belly-to-belly are some of the wisest words ever spoken about real estate marketing strategy, according to broker Claire Bisignano Chesnoff. A master salesperson, broker/owner, and founder of a two-office, 10 agent operation based in Staten Island and now in Brooklyn, NY, Chesnoff says one of her most successful strategies for earning new business is farming neighborhoods. Her technique is succinct, safe, and proven.

Dominating much of the Staten Island market, Claire Properties, LLC is now setting its sights on opportunities in Brooklyn. Their farming strategy includes identifying potential neighborhoods and then sending a team of up to three agents to go, as Chesnoff says, "belly to belly" with homeowners.

"Telephone solicitations are no longer effective," claims Chesnoff. "And marketing pieces, such as postcards, can be valuable, but our greatest reward comes from establishing relationships in neighborhoods, by meeting people on their sidewalks and in their living rooms."

In this instance, a team of three agents descends upon a potential market area—a neighborhood known for its rich Italian heritage. The area is chosen specifically to take advantage of Santina's bilingual skills. She is a Realtor®, fluent in Italian, who has built relationships with homeowners and shopkeepers in the area. Yet, each agent, according to Chesnoff, plays a critical role in the pursuit she calls "our newest challenge."

Santina is accompanied by Raymond, a techie who loves data; and Frank, a people person whose presence also provides a sense of security for both the agents and homeowners.