You made a decision to include a professional web site in your technology plan.
I am sure you actively update the site REGULARLY. Don't let it become stale -- post good content similar to what your doing with the Active Rain Blogs. Freshness also helps with search optimization and getting you noticed.
Go one step further -- if you add a tool like the Zillow or Cyberhomes Co-Brand tools -- tell your farm area about the great content that they now have access too. These co-brand tools bring sticky content where consumers want to come back and see their home values, the neighborhood activity, the demographics, the foreclosures, the listings and so much more.
If you updated your IDX capability with all the new aerial / satellite views -- tell your farm neighborhood.
The objective all the time is to drive traffic to your site and not let it be stagnant and stale.
Don't let your web site be like a billboard on the top of the mountain. You want it right by the Internet freeway and be seen by all.
Put a letter out -- put a post card out -- drop off a flyer or card with a door knock. Become a resource that your farm community and clients will want to come back to learn more about the community.
Use the updates and additions to your site as a reason to communicate to all that you know -- including your farm area. I would go one step further -- if it is unique and special -- send out a press release to the local paper -- they are looking for valuable content to publish that doesn't sell but simply informs their consumers of tools and information available. Make it a profitable day!