Most agents when they think of real estate marketing leap to neighborhood farming. It seems basic enough. You pick an area that you know or want to know and you bombard the homes with newsletters, door hangers and postcards. You do it once, twice maybe three times and if the phone doesn't ring you give up and move on. Once upon a time some brokerages even protected "farms" for their top producing agents. If they had been mailing in to the area for years it was considered their territory whether they were doing significant business or not.
Marketing gurus will tell you all about the number of impressions it takes before you will catch the attention of the consumer. Unless you do something that just jumps off the page, good or bad, then a large percentage of what you mail into a community goes unnoticed. In fact the trash can in the kitchen is the usual recipient for most of the mailings that go out today.
At a marketing seminar a few years ago one of the speakers showed example after example of agent postcards and ads. Now of course they wanted you to buy their expensive package of services but the impact of what they were showing was how interchangeable agents could be to consumers. Take a picture of a house and insert your picture and mail it out. It was no wonder that farming falls flat for many agents or why consumers think that we are just interchangeable talking heads.
So how do you do something different to get yourself noticed? In our current market it seems to make sense to take your neighborhood marketing on line. The nice thing about moving neighborhood information on-line is the ability to frequently update the information and create an interactive forum for neighbors to comment and update. It takes far less time and once you get the basics going and there are many different approaches you can take.
Build the story for the consumer:
Buying and Selling Tips
With Google looking for new information every day chances are good that your listing will be picked up not once but multiple times. Put away the old plow to build your farm and instead supercharge your efforts by building a story about a location and property and it will get noticed. Your clients will be more impressed than one JUST LISTED card that lands in the trash.