12/16/2023 0 Comments Real estate agent turnover rateIn fact, you can be brand new to real estate and use farming as a way to build your business. You're establishing WHO you want to work with, and farming provides you with HOW to connect with them.įarming Can Be Done By Any Agent: While a listing agent with a history of sales in a neighborhood definitely has an advantage, that's not to say you need a certain level of experience to make this work. This means that you're looking at price points, lifestyle, and the buyers and sellers who are interested in those areas. This, in turn, makes you more efficient with your time and resources because it's concentrated in one area.įarming Connects You With Your Ideal Customers: The beauty of farming is that you're deciding the areas to focus on. That way, you can stop hopping from one idea to the next and finally start gaining momentum.įarming Maximizes Your Efforts: Instead of spreading your marketing across a variety of channels, campaigns, and strategies, farming allows you to narrow in. You'll know exactly who you are marketing to and which geographic areas to focus on. Whether you're a new agent or an experienced listing agent, you can work towards branding yourself in your neighborhood of choice.įarming Gives You a Consistent Plan: If you've ever struggled with getting started with your marketing or finding a strategy to focus on, farming can easily be your guide. Since you are putting more effort into marketing to a specific neighborhood or community, over time and with the right marketing, you'll become known for that area. But let's drill down even further into why.įarming Brands You Locally: If you want to be known as the "go-to agent" in a particular market, this strategy will work for you. While real estate agents have been leveraging farming for years, it still works because it's strategic. It just has to be targeted to a specific area. It doesn't have to be postcards and direct mail. These postcards might feature market stats, recently sold homes, and generally encourage the homeowners to work with you as their agent.Ĭombining geographic farming with direct mail was and is the go-to form of marketing for many agents and the strategy I first learned.Įssentially, what you are doing is choosing a location where there is opportunity and putting your efforts into marketing to that area. One technique that's been used for many years is to choose a geographic farming area and send postcards to the homes in that area. The goal is often to generate listings, but farming can also be used to work with buyers and brand yourself locally. Geographic farming, or simply "farming," is a real estate marketing strategy that involves identifying a local area (often a neighborhood or smaller community) and directly marketing to that area. What is Geographic Farming for Real Estate? But before you can learn how to implement it today, we have to start with what it is. They've also helped guide me as I've figured out what works and gained the experience to put my unique spin on this classic concept. While real estate marketing has evolved since then, those core principles remain relevant. If you looked inside (and got past my impossible to read cursive), you'd find an entire section on the marketing strategy of "Geographic Farming." So, this was many years before I grew into a Chief Marketing & Tech Officer, was in Inman news, was here sharing ideas on the podcast, or owned Ideas for Real Estate. While I was already a pro marketer, I'd just started my role as the Director of Marketing for a Brokerage. What's so interesting about this notebook is that it's the perfect representation of my entrance to real estate. Inside, you can find to-do lists, interviews with real estate agents, and marketing ideas. When I first started in real estate marketing (back in 2014), I had a pink leather notebook that I carried everywhere. Listen on Apple Podcasts | Spotify | Stitcher | Google
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