Branding Series Part 7: Ultimate Farming Strategy
A Sold Right Away Video Series
But real estate farming needs to be done smart! Here’s how to pick the right area, implement the best strategies, and establish yourself as the go-to realtor in your farming zone.
Why Should You Farm a Specific Area?
The goal of real estate farming is to become the local expert in a specific neighborhood. By consistently marketing yourself in a focused area, you build brand recognition, trust, and credibility, making homeowners more likely to choose you when it’s time to sell.
A well-planned farming strategy allows you to:
- Generate leads in a concentrated market rather than spreading efforts too thin.
- Become a familiar face that homeowners recognize and trust.
- Increase referral potential by developing strong community ties.
- Create a consistent pipeline of business in one focused location.
How to Choose the Right Farming Area
Not all neighborhoods are ideal for farming, so selecting the right area is crucial. Consider farming:
- Where you already have experience and sales history. If you’ve sold multiple homes in a specific area, leverage that success to build credibility.
- The community you’re actively involved in. Whether it’s the area where you live, work, or where your kids go to school, people will trust and relate to you more.
- A neighborhood with strong turnover rates. Research areas where homes sell frequently—this means more opportunities for listings.
Different Types of Real Estate Farming
There are multiple ways to farm an area, and the most successful strategies combine different methods to maximize impact.
1. Print Farming: Building Recognition Through Direct Mail
Sending postcards, flyers, and admail consistently ensures that your name and face stay top of mind. Some realtors worry that people just throw these materials away, but each postcard is a touchpoint—it builds familiarity. The more times someone sees your branding, the more likely they are to remember you when they need a realtor.
2. Online Farming: Digital Strategies for Neighborhood Domination
Your social media, website, and online ads should all reflect your farming strategy. Targeted Facebook and Instagram ads, Google My Business listings, and local real estate blogs help reinforce your presence in the community and attract potential sellers.
3. Networking Farming: In-Person Connections Matter
Getting involved in community events, school fundraisers, and local sponsorships strengthens relationships and builds trust. Attend neighborhood gatherings, host real estate Q&A sessions, or sponsor local sports teams to establish yourself as a dedicated community figure.
4. Sign Farming: Leveraging Listings for Maximum Exposure
Once you’ve secured a listing in your farm area, leverage it to gain more business. Use just sold postcards, social media ads, and testimonial videos to showcase your success and increase visibility.
Consistency is Key: Strengthen Your Brand in Your Farm Area
To be effective, your branding must remain consistent across all platforms. Whether you’re mailing postcards, putting up yard signs, or running social media ads, your brand should be instantly recognizable.
When your branding is strong and cohesive, people in the neighborhood will begin to associate you with real estate. Imagine being at a school event and hearing someone say, “Hey, you’re the realtor! I saw your sign on my street.” That’s the power of consistent, effective branding within your farm area.
Final Thoughts: Combine Strategies for Maximum Impact
Real estate farming is not about choosing one method—it’s about integrating print, online, networking, and physical presence to dominate your market. The more touchpoints you create, the more familiar and trusted you become.
Leverage your listings, maintain a strong presence, and watch your farming strategy turn into a consistent source of new business!