How to raise your farm

Let's define real estate farming.

You may have heard about “farming” in the real estate industry. What does this mean? How do I do it? Before you go invest in a tractor or buy some overalls, let’s go over this practice as it relates to real estate. Farming simply means to concentrate your marketing efforts on a specific area. You may be in a major metropolis and I understand the end goal is ultimate world domination in the industry. However, in an effort towards big dreams, baby steps are often a smart approach.

Here are some tips to successfully let your name be known in your targeted farm area:

• Know your farm-the hottest market in town my be a certain zip code. Anyone who is anyone is moving to this pocket of town in droves. Your first instinct may be to jump on the band wagon. Let’s ask ourselves some questions first. How well do I know this part of town? Do I have connections in this area? If your only experience with this location is perhaps stopping at Starbucks, you may want to reconsider. The idea is to “get in where you fit in.” Your chosen farm should be a location that you are familiar with when you know the streets like the back of your hand. You know the schools, shopping, traffic, highway access and commute time. This type of information can be Googled, sure. However, if you truly want to become a household agent in a specific market, clients will be attracted to working with an agent who is genuinely well-versed in all this location has to offer. 

• What if you’re somewhere in between? You know and love this area of town, but you don’t have any specific connections to it. That’s when it’s time to start making some connections! Nearly every neighborhood these days has their own community page on Facebook. Members share information on everything from yard sales to current government issues affecting their community. If there is a recent change in zoning or school district, these Facebook groups are the first to share their thoughts, though sometimes not so pretty! It is a great way to be both a neutral observer to find out more of the ins and outs in a community while letting your voice be heard on matters of interest to you. Never forget-you are the real estate expert in the area! 

• Get involved in the community. Contact local community outreach programs to find out how you can volunteer. Coat drives, food drives and social events can be a great way for you to give back while getting to know the major support systems in the area. For example, a local community decided to encourage kids to read by building tiny “little libraries” next to each mailbox. A group of my friends collected hand sanitizer, gloves and masks for a local shelter. Word spread like wildfire and before we knew it, we had hundreds of donations of these direly needed items. If you show interest in a cause that sincerely matters to you, your effort will compound in the community. 

• Stand out in your farm area. Be a wild stallion in a field of donkeys. You may not have a lot of deals under your belt yet, but this just in: NO ONE KNOWS THAT! Capitalize on the business you have done by sharing it for all the world to see. Maybe you have sold one house near that area in the last year, share it on social media or postcards. Though direct mail marketing can become pricey, you can make your marketing dollars more budget friendly by only sending to specific streets within a small radius of the property you sold. Many traditional post card services have gone digital.

The post card that is physically sent out may also include unique digital features to provide a one-two punch to your geo-farm. Blog about the area you wish to farm. Rome was not built in a day. It’s all about being informative and consistent. Content is king and the more you share pertinent info like recent sales, market trends and local events, perception will soon become your reality. Sow your seeds of real estate knowledge and grow your farm in your chosen pocket of town. Just like farming the country, eventually you will reap what you sow.

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