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3 Myths About Geographic Farming In Real Estate

April 07 2016

la geo farming mythsOne thing I never get tired of hearing when talking to agents about their marketing plans are the thoughts and ideas they have about their geographic farming campaigns. Specifically, how off base they are with some of their assumptions and how devastating some of their plans will be to the overall success of their campaigns, given their inaccurate assumptions.

It doesn't have to be that way, though, so today I want to share with you three of the most common myths we hear when it comes to agemts and their plans for their postcard farming campaigns.

1) I'm just going to pick any area, try it for a few months. If it doesn't work out, I'll pick another area.

If I've said it once, I've said it a million times: GEOGRAPHIC FARMING IS A PROCESS!

There is no "fast track" or "easy money" when it comes to your farming. Even more, simply picking "any old area" is a horrible idea, too. You need to avoid this type of planning at all costs.

First off, you are spending your hard earned money on this farm area. You are going to be doing it month-in and month-out for many, many months before you start to draw revenue from the farm. Then, you will stick with it, possibly expand it, and continue to nurture it and grow your business.

Additionally, people tend to perform better when they are working with something they love. If you love the area you are farming, that is going to shine through to homeowners. They will be excited by your energy and want to be involved with you when it comes to their real estate needs.

Most important is my point about geographic farming being a process. You can't jump into a farm and expect to get results in the first month or two. You also can't cut bait and just move on to the next farm. Doing things in this fashion will ensure that you never pick up traction in a farm area and just end up wasting your hard earned money.

2) I don't want to badger people in my farm area. I am thinking a quarterly mailing would make more sense than every month.

This is another thing we hear quite often. This one has just as many potentially devastating consequences as item number one above. If you are going to do a geographic farming campaign, you HAVE TO send postcards to homeowners a minimum of once per month. Trust me when I say this: You can never irritate homeowners with your messages.

Again, geographic farming is a process simply because everyone is inundated with messages from dozens of other Realtors® wanting to list their home. All these messages make a bunch of noise in the heads of homeowners. The trick is to cut through that noise and become the one homeowners immediately think of when they think of real estate. To do that, you need to be in it for the long haul. The fact is that too many agents give up too easily. If you stick it out, you will reap the rewards.

3) I don't care what I send out. I just want to make sure my photo and phone number are on it so they contact me.

While I suppose there could be an argument made that "any marketing is better than no marketing at all," this is a very thin, hard to agree with idea. Remember, you are competing against potentially dozens of agents in your marketplace for the same exact listings. If you just send something out saying how great you are, or pick some pre-designed "template" type postcard to send–without giving meaningful content–you run the risk of being invisible to homeowners in your farm.

Remember, there is no one size fits all solution for a farm area. Every farm area is comprised of different types of homeowners, in different life circumstances, with different interests. The odds of picking some "canned postcard" that will resonate with these homeowners is VERY slim. More often than not, your pieces won't speak to their interests and needs, leaving you in their minds as a agent that is just out of touch. This eliminates you from the pool of agents they will interview when they do decide to sell their home.

The best way to eliminate this risk is to start your farming plans by establishing a client persona for your ideal clients.

Successfully marketing to a real estate farm is not impossible and should not be difficult. The trick is just starting off on the right foot. Have questions? Let us know. We are always happy to hear what you are working on and make some suggestions as to how to best optimize your plans.

To view the original article, visit the Leading Agent blogLeading Agent blog.