Farming in Real Estate

Real estate farming is a lead generation and marketing strategy agents use to generate
consistent business from a specific geographic area. Agents “farm” a specific area or
neighborhood. The purpose being to establish relationships and generate leads that turn
into long-term clients.

Geographic farming is different in that you focus marketing efforts on a group of people
such as first-time homebuyers, seniors, waterfront property buyers and sellers or even
investors.

The success of your farming strategy depends on choosing the right area. Choose an
area or Geographic farm that is hot. Study the current market conditions of the farm you
have chosen so you don’t focus on a low demand area.

Agents who do well in the farming game arm themselves with neighborhood or
Geographic knowledge that will immediately help you stand out when you get a lead from
your efforts. Most important, know the comp sales prices and prices of properties currently
on the market. Success is more than papering the neighborhood with your branded
message. It’s about offering something helpful to locals, like a market report, local event,
social media posting or a neighborhood website. Most important is having knowledge of
the neighborhood or Geographic area.

Successfully farming combines long-term automated communication and smart, day-byday tactics such as riding through the area. Staying consistent is key —however, if you
treat farming as a once-in-a-while strategy, you will not succeed.
The good news, if done right, your efforts will pay off.