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?
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