Geographic Farming, or "Geo-Farming", can be an incredibly useful and reliable marketing strategy when done correctly. Many agents make the mistake of only sending postcards when they begin farming a specific geographic area. However if you want to see real results from your farming, you will need to take your marketing to the next level!
Call and Introduce Yourself
The best way to become known in your community is by simply introducing yourself to your neighbors! There are plenty of inexpensive services (Mojo, REDX, Vulcan 7, etc.) where you can get neighborhood lists with phone numbers and email addresses. Once you have a list, reach out to your community and let them know you are here to help!
Send Postcards and Mailers
There are countless ways to go about mailers. Of course you can send out postcards for new local listings and sold transactions. But what if you don't have any business yet? You can send out mailers regarding local events, major holidays, market updates, new mortgage programs, open houses, etc. Just make sure anything you send is compliant with your brokerage and state regulations!
Door Knock the Neighborhood
Another great way to get in front of your community is by door knocking the neighborhood. This works incredibly well if you have already called and mailed the area. Now you are putting a face to the name! Before door knocking, make sure you are fully prepared. Go in with an objective, dress professionally, be sure to collect contact information, offer an informational flyer, and be prepared to answer common questions that may come up.
Sponsor Local Events
Sponsoring a local event can immediately give you credibility. Many communities host things like parades, block parties, holiday events, etc. Do some research and find out if there is a way you can sponsor the event. Oftentimes sponsors will be featured in the event flyers or they are allowed to have a booth at the event. This is great exposure to the community!
Targeted Social Media Campaigns
Social media can be a valuable tool when farming. You can create paid ads to target specific areas for the purpose of generating leads. This can be a highly effective way to reach a large group of people in a short amount of time. Keep in mind, internet leads are typically a long-term nurture-- so be sure you are adding any contacts to a drip campaign.
Local Businesses
Simply be a member of your community. Support your neighborhood's small businesses, shop local, become a regular at a coffee shop or restaurant, walk your dog in the park, attend every local event, join a club or sport league, etc. By being visible in the community, you will build relationships with your neighbors. And real estate is all about relationships.
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