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Spring Farming - Time to Sow the Seeds

By
Industry Observer with Nature As Neighbors

Spring Farming - It's Time to Sow the Seeds

 


We laughed the other day while remembering the year we sent energy saving post cards to a waterfront neighborhood in our market. Sadly, we did very little research about the demographics of the area, but assumed everyone was interested in living a “green” lifestyle. Needless to say, we failed to get one lead for our year-long effort. We concluded, farming doesn’t work and haven’t considered it again, until recently. 

 

We’re all getting inundated with email marketing and spam, and most of us complain about a social media overload. Therefore, it’s probably wise to return to some former methods of contacting prospects in order to stand out. Print media, networking in specific groups, community involvement, and farming come to mind. 

 

Farming Requires Planning, Consistency, Patience, and Provides Value

 

As for farming, our new campaign has been carefully researched and finely tuned to target a specific neighborhood. Our niche, in fact. ( What a concept, ha.) We’re confident that our branding message will resonate with their lifestyle. It’s also important to note that while we may get lucky and get a response or two right away, realistically, farming takes time to work - it’s a process. In fact. according to marketing experts, it takes about 6-8 months to establish yourself. 

 

We’ve learned that not only is consistency important in a successful farming campaign, but so is the quality of the mailing piece and the message. There has to be value. Our first wave of postcards hit our target neighborhood last week. It’s an introductory postcard, a 5x8 size. and beautiful.  A carefully crafted message will establish our similar mindset with the homeowner(s). On the back, is a very soft  call to action, “Call us for a complimentary consultation.” We think this keeps things comfortable and casual. 

 

Our campaign will eventually include market data, such as just sold, just listed, and current neighborhood values. We’re also brainstorming for concepts featuring fun and innovative mailings that will resonate again and again, the similarities we share - a love and passion for Nature As Neighbors and “elbow room for the soul.”  Are you farming this Spring? 

 

Posted by


Debb Janes  Bernie Stea
Brokers/REALTORS®
Call or Text 360-608-4900

We help buyers and sellers in Camas, Washougal, Brush Prairie/Hockinson, Salmon Creek, Felida, and other Vancouver, Washington Areas. 


We bring our passion for nature and beautiful environments to Real Estate. Multigenerational and family estates, country land and homes, and small farmsteads are our speciality.


We agree with our clients, "The true luxury of rural living is having elbowroom for the soul.

 

Comments (18)

Ronald DiLalla
Century 21 Discovery DRE 01813824 - Anaheim, CA
No. Orange Cty Real Estate

Working on my newsletter this morning..Will spread the seeds next Tuesday.

Apr 22, 2016 02:27 AM
Noah Seidenberg
Coldwell Banker - Evanston, IL
Chicagoland and Suburbs (800) 858-7917

Spring is one of my favorite seasons Debb. I enjoy your postcard marketing story too.

Apr 22, 2016 03:04 AM
Debb Janes
Nature As Neighbors - Camas, WA
Put My Love of Nature At Work for You

Sounds like a good plan, Ronald.

Hi Noah, Spring is so gorgeous, I agree. Thanks.

Apr 22, 2016 03:10 AM
marti garaughty
garaughty.com - Montreal, QC
a highly caffeinated creative type...

garaughty, abstract art, graphic design, marketing, WordPress consultant

Apr 22, 2016 03:20 AM
Debb Janes

Thanks so much Marti. I always appreciate your support. D

Apr 22, 2016 03:40 AM
Anita Clark
Coldwell Banker Access Realty ~ 478.960.8055 - Warner Robins, GA
Realtor - Homes for Sale in Warner Robins GA

Debb: You are right, it does take time to cultivate a healthy crop of new prospects and clients from our marketing efforts. I look forward to hearing your success stories as a result of your new farming efforts.

Apr 22, 2016 03:22 AM
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Hello Debb -  perfect analogy.  We need to farm by consistently planning, then watering, then nurturing and caring. We also need to plant enough seeds.  Not all will become clients.

Apr 22, 2016 03:24 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb and Bernie,

Those cards look so great.  We saw them prior to the UV coating, and Bill is has some samples with the UV for our files.  A  I love this post.  A

Apr 22, 2016 04:09 AM
Kathryn .
Rentec Direct - Grants Pass, OR
Rentec Direct

Happy Farming!!

On a marketing note I want to mention that I throw away mail in an envelope if I know it is marketing stuff however postcards I always read.  I don't have to open it.  It is a at-a-glance read.  Simple & to the point.  In my opinion great tool if sending something in the mail.

Apr 22, 2016 04:23 AM
Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Debb & Bernie - Your new farm campaign is going to be a productive one - you're doing it the right way and have a nicely focused message. Best wishes for huge success.

Apr 22, 2016 04:25 AM
Lou Ludwig
Ludwig & Associates - Boca Raton, FL
Designations Earned CRB, CRS, CIPS, GRI, SRES, TRC

Debb

We will reap . . . . in accordance to what we sow . . . . or not sow

Good luck and success.

Lou Ludwig

Apr 22, 2016 11:27 AM
Endre Barath, Jr.
Berkshire Hathaway HomeServices California Properties - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Debb  & Bernie it is always good to re-evaluate, re-assess and try to see what works... farming usually works as long as one is consistent...Endre

Apr 22, 2016 12:01 PM
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

For me, it has been a beautiful thing to watch, your new found purpose, your logo and the passion in your online voice. It is just, so, YOU! I love it! And this is what happens when you are coach-able and work with Coaches. 

Apr 22, 2016 12:29 PM
Mimi Foster
Falcon Property Company - Colorado Springs, CO
Voted Colorado Springs Best Realtor

What a wonderful post. And as your clever mind is wont to do, you mesh it so well with the community and intricacies of making a memorable point.

Apr 22, 2016 01:05 PM
Melissa Jackson REALTOR
Trinity Premier Properties - Azle, TX
Helping You Make The Right Move

Yes, started working on my first piece for a neighborhood.  Good luck to ya'll in your new venture.  

Apr 22, 2016 03:07 PM
Kathleen Daniels, Probate & Trust Specialist
KD Realty - 408.972.1822 - San Jose, CA
Probate Real Estate Services

Debb, I have not farmed in years.  However, I am seriously rethinking that for one community that has a lot of sales … no one agent is dominating. 

Apr 23, 2016 01:03 AM
Debb Janes

And that is one that's ripe for the picking Kathleen Daniels  We'll have to share our success stories. :)

Apr 24, 2016 07:20 AM
Michael Jacobs
Pasadena, CA
Pasadena And Southern California 818.516.4393

Hi Debb and Bernie -- here's to reaping what you sow.   

Apr 24, 2016 03:59 AM
Debb Janes
Nature As Neighbors - Camas, WA
Put My Love of Nature At Work for You

Thanks all, we're farming outside too. In fact, trying to get some things started and working on raised garden beds this weekend. D 

Apr 24, 2016 07:21 AM
Roy Kelley
Retired - Gaithersburg, MD

The extent of my farming is to plant some flowers and tomato plants.

Apr 24, 2016 08:42 AM