Real Estate Marketing - Farming for Fun and Profit!

Services for Real Estate Pros with BRE# 01392374

Real estate marketing can be tough, and determining which marketing techniques work best can be even tougher. And in an increasingly digital world, are old-school real estate marketing methods still relevant and useful?

Do people still pay attention to non-digital marketing and advertising?

We’re talking specifically about postal mail farming for new leads, and yes, this strategy absolutely still works in today’s world.


Because there’s just something about direct mail campaigns that will always be effective.

What is Farming in Real Estate Marketing?

Farming essentially involves selecting one specific target area or neighborhood at a time and hitting that area hard with various mailers and promotions. Then, once you’ve generated a steady presence and ongoing leads in one area, you can move on and focus on another neighborhood full of new potential leads.

Farming is a key way to build your visibility in desired neighborhoods. You can do anything from advertising just listed or just sold properties to sending a monthly newsletter full of interesting information and upcoming events. You’re only limited by your imagination!

Why Does Farming Work?

What is it about postal mail that really gets through to potential clients? Let’s take a look at some of the reasons farming really works:

  1. Leaves a Tangible Message – While digital messages such as email, texts, online advertisements and social media postings work well, they are gone as soon as you shut down your computer. And generally the old saying “out of sight, out of mind” begins to kick in. But, with a physical mailer – like a postcard or flyer – you’re giving potential leads something tangible to remember you by, keeping your business in the forefront of their minds.
  2. Specifically Targeted – By choosing to send targeted mailers based on location, you have the unique opportunity to customize your advertisements in a way that you might not be able to do online (where generally you are appealing to a much larger audience). Farming allows you to take your real estate marketing to the next level by giving you the opportunity to touch on very specific pain points, struggles and needs of your immediate audience.
  3. Opportunity for You to Sell Well – A postcard or flyer gives you as a realtor quite a bit of blank space to really let your marketing skills shine. Take the opportunity to create something really eye-catching that appeals to your target area. Just remember not to be too over the top – you don’t want potential clients to think you’re too unprofessional to work with. Aim for a balance and always promote yourself as a qualified real estate expert.

Getting Started is Simple and Easy!

Interested in incorporating farming into your own real estate marketing plan? Getting started is simple, easy and quicker than you might imagine.

Locate specific areas and neighborhoods in your region that could be targeted. Think about areas where the real estate market is doing well, and figure out what might motivate someone to buy or sell. Once you have the specifics in order, it’s time to actually create your farming mailers like postcards and flyers.

This is where you get to be creative and really help your business stand out from the crowd. And if you need any help creating the perfect real estate postcards or flyers, we have a large selection of unique options for you to choose from and customize!

Remember, even though digital media seems to be dominating the real estate marketing field, direct mail is far from obsolete. Don’t neglect farming in your market!


Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Anna Hatridge 03/10/2016 10:46 AM
Real Estate Sales and Marketing
Real Estate Rookie
Marketing 101
real estate marketing
farming for realtors
farming postcards

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Scott Hoen - Carson City, NV
VP, Marketing Systems & Sales Tech, 714-270-9607

Could not agree with you more. Don't just focus in on turnover ratios but you brand through consistent and persistent marketing communications.

Mar 10, 2016 09:44 AM #1
Anna Hatridge
Goodson Realty - Farmington, MO
Missouri Realtor with Goodson Realty

Good information on how to do what really works for each individual area.  

Mar 10, 2016 10:42 AM #2
LeAnn Sink - Realtor Knoxville, TN
United Real Estate Solutions - Knoxville, TN
#ThinkSink when you need an agent.

Farming actually scares me because I'm not sure how or where to start, but my current neighborhood is not farmed at all so I think now is a perfect time to just bite the bullet and give it a go!  I guess I'm just going to jump right in there. Thanks for the gentle reminder.

Mar 10, 2016 08:58 PM #3
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

I agree that the ever increasing new ways to market are important and not to be neglected. Yet, some of the "old" ways can have value and produce results.

Farming an area gives us opportunity to be a bit more personal.

I do a lot of door knocking in my farm area and gain a lot if information about the area that I would not gain otherwise. People respond to my being a go getter, something they like as a Seller.

Good post, thanks

Mar 10, 2016 11:22 PM #4
Gene Riemenschneider
Home Point Real Estate - Brentwood, CA
Turning Houses into Homes

And it is like our real garden at home.  It took a bit to get it going right, understand the soil, and what works best.  But we get more produce every year.

Mar 11, 2016 01:46 AM #5
Nadine Larder - Dublin, CA
Real Estate Marketing Expert/PrinterBees Founder

Scott - thanks! Consistent and persistent - I love that!

Anna - thank you! Glad you liked it!

Leann - don't be nervous! Farming can be in person or by mail - the key is to be consistent in getting your name in front of a neighborhood.

John - door knocking is AWESOME! It takes nerve, and you're right, potential clients love to see that level of dedication in a seller!

Gene - absolutely. And once you've prepared the ground, it's easier to plant *anything* you want to have grow!

Mar 11, 2016 03:20 AM #6
Rebecca Hughes
Windermere - Friday Harbor, WA
Real Estate Agent serving San Juan Island

Farming is another way to stay in front of potential sellers or buyers! It takes some effort but the pay-off can be very rewarding.

Thanks for the reminder and good article.

Mar 11, 2016 04:22 AM #7
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

And don't forget - you can farm specific "situational" niches as well as geographic areas. 

Mar 11, 2016 07:22 AM #8
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

Using DM marketing in conjunction with a website IMO is more effective than the cost for SEO optimization. The market is targeted, it's measurable and can be tested for conversion and effectiveness.  Great post.

Mar 11, 2016 05:55 PM #9
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

I've never done targeted mail marketing for a specific area, would like to--hesitant as it seems like a lot of $$--the pay off is only when it results in business.

Mar 14, 2016 12:45 AM #10
Nadine Larder - Dublin, CA
Real Estate Marketing Expert/PrinterBees Founder

Thanks Rebecca! Absolutely true.

Marte - so true! New babies, marriage, etc! 

Kimo - couldn't agree more! Saves you paying for local adwords on Google, etc - you can reach your target market easily!

Mary - I may be biased, but I think the testimony from the other Realtors® agrees with me - the payoff over time is well worth it! You get established in your area and become the go-to Realtor® in the neighborhood. It's great marketing!

Mar 14, 2016 06:26 AM #11
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Great points all.  I still farm but am reviewing it now to move to a different neighborhood with more turnover.  My old neighborhood works very well, 3 sales in one year from 89 homes.  But the other 250 haven't produced anything because of low turnover. 

Mar 17, 2016 07:30 AM #12
Nadine Larder - Dublin, CA
Real Estate Marketing Expert/PrinterBees Founder

Jan - yes, many times ideal neighborhoods aren't what we expect because of low turnover. Best of luck in your new farming efforts, and let me know if we can help you out with marketing materials at all!

Mar 18, 2016 06:10 AM #13
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