A Geographic Farm? Do it right the first time.
By Christopher Leo of Leading Agent
Posted by: RET Staff
It is hard to deny that in many areas of the country (especially the Silicon Valley market, where we reside), the real estate market has rebounded nicely and is showing no signs of slowing down.
Because of this, many REALTORS® have decided to start a new postcard farming area, or fire up an old one that hasn't had any action in a while. Many agents, contemplating such a move, call or email our office for best practice advice, tips on where and how to market, or even help carrying out a direct mail campaign.
Here are a few of the most common questions and/or pitfalls we encounter and how we advise our clients. Hopefully this helps you out as well:
1) How do I pick a farm area?
Selecting a farm area is one of the most important things you can do when planning your campaign. Think about it: You are going to be marketing to this area, on a regular basis, for months (actually years) to come. You are going to be spending hundreds, and most likely thousands, of dollars on this endeavor throughout the course of your career. With those two things in mind, why would you take this decision lightly?
Whenever I speak with a client or prospective client about picking a farming area, I always bring up two things:
- Location Location Location: I am betting you are thinking I'm talking about picking an area that is "desirable," hot, or fashionable. Well, get ready for this--I'm not. What I mean is pick an area that you are in love with. Human beings are smart animals. We pick things up based on our interactions with people. If you are at a listing appointment with a prospective client, or holding a home open, if you aren't in love with the area, don't like the houses, or would rather be somewhere else, it's going to be evident. It might be slight little things, but people will see this and figure it out. Simply put, if you love what you do, it will shine, making those around you enthusiastic about what you are doing and therefore making you more successful.
Just because "everyone else" is focused on a certain price point of home, or certain geographic area of your marketplace, does not necessarily mean you have to also be focused on that area. Work where you love, and many things will work themselves out.