We know how important learning how to properly farm your market can be, and how essential it is to your success as a real estate agent. Real Estate Farming is the process of identifying a target demographic and geographic area combination and marketing directly to them. It is one of the most important elements of the real estate branding process. Farming may sound like a difficult task, but in reality, there are many unique real estate farming ideas for agents to try in order to enhance their current real estate marketing strategy.
Farming a Particular Geographic Area
There are probably dozens of well-known real estate agents in your particular area, which means those looking to sell are spoiled for choice. If you want to stand out and distinguish yourself from other agents, you must establish a particular geographic area to farm. By establishing a territory, you can learn what sellers and buyers in that area are looking for in an agent, identify trends, and take advantage of them. You should tailor your marketing approach to appeal directly to them. Once you do this, you can utilize some of the newer online methods to track their behavior, tastes and their preferences over time. Many of the individuals in your farming territory may become qualified leads, and in turn, become clients later down the line.
Tips for Establishing a Strong Brand Presence
By establishing a strong brand presence, you can make the process of farming significantly easier. In other words, you must appeal to your target demographic. Make sure they know who you are, your areas of expertise or specialty, and what you can do for them. Establishing a strong brand presence involves taking the time to build valuable and professional connections with those who can help you grow your business. If you are having a difficult time branding yourself as a real estate agent, check out some of these tips:
- Remain consistent! To be the most effective and stay top of mind with potential clients, you will need to repeatedly market to your “farming” area.
- Invest time and money into building your brand. This will pay off in the long-run as you will exude professionalism and gain name recognition.
- Become an expert on your target demographic. Make sure you understand consumer needs, area pricing, and housing demand. Compiling statistics can help you achieve this more efficiently.
- Create a reasonable marketing budget and stick to it.
- Draft multiple real estate agent logo designs and choose the one that fits you and your target demographic the best.
Real Estate Farming Strategies That Work
There are numerous ways to reach out to individuals in your farming area. The following strategies can make this task easier:
Nowadays, many people have forgotten the value of a solid direct mail campaign. However, real estate farming postcards and real estate farming letters can still draw in customers. Direct mail campaigns are relatively cheap compared to other large-scale marketing measures, just be sure to market your services frequently (at least once every three weeks). When it comes to direct mail campaigns, frequency trumps quality. That doesn’t mean you shouldn’t launch a quality direct mail campaign, just remember to send your real estate marketing materials on a regular basis so potential clients will remember you.
Nothing beats good old-fashioned face-to-face interaction. Get in the thick of it and socialize with potential clients. By attending and hosting community events, you can interact with clients on a more personal level and build professional relationships in person. Neighborhood volunteer projects or community garage sales have become very popular. You can also join your local chamber of commerce. usually the fee is minimal and this opens a whole new set of doors for your brand.
As a realtor you need to establish an online presence. Online advertising is effective and it’s vital to build an online presence reflecting your brand personality. You may need to hire a professional to help. You can also create online ads targeting individuals in your farming area using platforms like Facebook and Google. Many existing real estate websites offer “profiles” that you can set up and specify what zip codes you service, making it easier for your farm to find you as well.
Having your own website, a custom real estate app and digital ads can give you the opportunity to collect potential client information. You can entice customers by offering them a free report or subscription to a newsletter. Your report or newsletter can incorporate information about buying trends, current prices, and company updates.
The overwhelming majority of consumers use their mobile devices to browse the internet. That is not to say computers are out of style, but modern consumers expect real estate apps and websites to be mobile-friendly. They will also expect your company to have a real estate farming app they can get information from in a more efficient manner. Having a professional-looking website and mobile app for real estate agents will also make your business appear more legitimate.
How does a real estate app work for farming?
Companies like HomeStack create white labeled apps for real estate agents that can be designed to reflect your specific farm or team name to further your branding efforts. By naming your app after your farm or your well known team name, you’re able to legitimize your commitment to servicing that area. Using your app name as a call to action for that specific farm is a great way to add something catchy and effective to your print marketing.
Converting Leads to Sales
Lead generation is a task in and of its own. The majority of companies now use online forms to capture leads, but how can you entice busy browsers to sign up for your online newsletter or flyer? This can be difficult, but you can make it easier by offering a potential client information they can actually use.
Sellers will more than likely want to know the value of their homes before selling. Develop a home valuation tool on your website for buyers to use. Analyze your leads to find out who to follow up with and who is serious about utilizing your services.
Real Estate Farming Doesn’t Have to Be a Struggle
Farming a particular geographic area doesn’t have to be an uphill struggle. By understanding potential clients and their expectations, you can appeal directly to them and ensure they understand why they should choose you as their agent!