Farming is a lead generation strategy that uses high-quality marketing to target homeowners in a specific neighborhood. When real estate agents “farm” an area, they focus all their advertising, marketing, and lead generation efforts in one region to gain clientele within that area.
When done right, farming can capture more than 30 percent of real estate leads and ensure a steady stream of annual income.
Here are tips on how farming can help you generate leads and dominate your target area.
Real Estate Farming Postcards
Postcards are an effective method of real estate farming, especially if you use them in your target area. For example, if your name constantly comes up on Google through one specific area search, you can mail postcards to that same area to intensify your marketing. Focusing your marketing on one specific area will help you generate leads and gain top-of-mind awareness.
Direct Mail and In-Person Marketing
Another effective method of real estate farming is sending direct mail to a target area. Sending direct mail is a quick way to generate real estate leads, especially with geographic farming, because you are gearing your marketing efforts toward a small, targeted area. You can use handouts like postcards, brochures, and door hangers to spread information about open houses and new listings in the area.
Attract Leads with SEO
Real estate farming is easier with a strategic SEO (Search Engine Optimization) strategy. The reality is that there are potential homebuyers in your farm area using search engines to find answers to their real estate questions. With a strategic SEO strategy, your website can show up at the top of Google results, you can answer common real-estate-related questions, and you can generate targeted leads.
Build a Social Media Presence
Even though building a social media presence takes a great amount of planning and consistency, it offers a solid turnover rate. With a powerful social media marketing plan, you can create a profile that showcases your expertise and captures the attention of potential leads as soon as they click on your name. Building a social media presence is a long-term real estate farming strategy that can help you generate organic leads without having to spend a lot of money.
Start Cold Calling
Even though it seems like individuals prefer emails and text messages to phone calls, talking to people one-on-one is still effective. When done properly, cold calling old leads or acquaintances that you have not been in constant contact with can rekindle a relationship that can help you generate new leads.
Real Estate Farming Helps Realtors To Generate Leads
Farming is a lead generation strategy that you should use if you want a constant source of leads. Farming allows you to focus on a specific area, which, in turn, allows you to position yourself as the leader in that area. Farming also allows you to come up with a more streamlined marketing strategy, which would not be the case if you were working too broadly. Try any of the above farming methods and watch as you generate more leads.