Real estate marketing can be tough, and determining which marketing techniques work best can be even tougher. And in an increasingly digital world, are old-school real estate marketing methods still relevant and useful?
Do people still pay attention to non-digital marketing and advertising?
We’re talking specifically about postal mail farming for new leads, and yes, this strategy absolutely still works in today’s world.
Because there’s just something about direct mail campaigns that will always be effective.
What is Farming in Real Estate Marketing?
Farming essentially involves selecting one specific target area or neighborhood at a time and hitting that area hard with various mailers and promotions. Then, once you’ve generated a steady presence and ongoing leads in one area, you can move on and focus on another neighborhood full of new potential leads.
Farming is a key way to build your visibility in desired neighborhoods. You can do anything from advertising just listed or just sold properties to sending a monthly newsletter full of interesting information and upcoming events. You’re only limited by your imagination!
Why Does Farming Work?
What is it about postal mail that really gets through to potential clients? Let’s take a look at some of the reasons farming really works:
- Leaves a Tangible Message – While digital messages such as email, texts, online advertisements and social media postings work well, they are gone as soon as you shut down your computer. And generally the old saying “out of sight, out of mind” begins to kick in. But, with a physical mailer – like a postcard or flyer – you’re giving potential leads something tangible to remember you by, keeping your business in the forefront of their minds.
- Specifically Targeted – By choosing to send targeted mailers based on location, you have the unique opportunity to customize your advertisements in a way that you might not be able to do online (where generally you are appealing to a much larger audience). Farming allows you to take your real estate marketing to the next level by giving you the opportunity to touch on very specific pain points, struggles and needs of your immediate audience.
- Opportunity for You to Sell Well – A postcard or flyer gives you as a realtor quite a bit of blank space to really let your marketing skills shine. Take the opportunity to create something really eye-catching that appeals to your target area. Just remember not to be too over the top – you don’t want potential clients to think you’re too unprofessional to work with. Aim for a balance and always promote yourself as a qualified real estate expert.
Getting Started is Simple and Easy!
Interested in incorporating farming into your own real estate marketing plan? Getting started is simple, easy and quicker than you might imagine.
Locate specific areas and neighborhoods in your region that could be targeted. Think about areas where the real estate market is doing well, and figure out what might motivate someone to buy or sell. Once you have the specifics in order, it’s time to actually create your farming mailers like postcards and flyers.
This is where you get to be creative and really help your business stand out from the crowd. And if you need any help creating the perfect real estate postcards or flyers, we have a large selection of unique options for you to choose from and customize!
Remember, even though digital media seems to be dominating the real estate marketing field, direct mail is far from obsolete. Don’t neglect farming in your market!