“Another reason to consider direct mail is that it is a proven way to get advertising messages in consumers' hands” says the well-known business magazine, Forbes.
Marketing is essential for every business, but it unfortunately does not follow a “one size fits all” formula. With everyone going digital, is there even still a place for print marketing? Though print marketing works for very well for specific types of businesses, it doesn’t work the same for all. Today, we’ll discuss how a specific type of direct mail marketing, geographic farming, works for realtors.
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A very common method of marketing for real estate agents is called geographic, or direct mail farming. This marketing method, also called geographic farming, involves sending regular direct mail to a targeted geographic area.
Though an effective method of marketing, direct mail farming does not work over night. Relevancy, consistency, repetition, and time are all necessary ingredients to the geography farming recipe.
Goal
To begin an effective farming campaign, you must first have a clear goal. Do you want to be the “go-to agent” in a neighborhood, group of neighborhoods, or zip code? Defining a clear goal with a clear target audience with help you plan your marketing efforts.
Defining a clear goal with a clear target audience with help you plan your marketing efforts.
Track the Responses
You must also track the responses to see if your campaign is effective. However, direct mail farming trends tend to look like a bell curve (Quantum Digital). It takes a while for a farming campaign to gain momentum and be effective. According to FitSmallBusiness, “The key to staying top of mind is touching everyone in your farm area multiple times. You should plan for at least two or three mailings before expecting a return.”
There are several ways to track responses. These include methods such as simply asking “how did you hear about me?” To slightly more complex methods like using a unique URL on your mailings.
Audience Appeal
For a farming campaign to appeal to your target audience, you need to speak directly to them. This means gathering specific, hyper-local information that your consumers are hungry for.
When you use neighborhood newsletters, specialized postcards, open houses, and just listed or just sold postcards, you can be the go-to agent for this information. When you provide the value your market wants, you become who they go to.
ProspectPlus shares other information your customers may find valuable. This may include local school information, business information, community information, or even regular homeowner’s information.
The Bottom Line
Geographic farming is a proven method of effective marketing for real estate agents across the United States.
Geographic farming is a proven method of effective marketing for real estate agents across the United States. If you or someone you know would like to try this method of marketing, please contact me today. Using a printer who specializes in direct mail keeps bulk mail prices low and save you money.
I will help you put together a plan for the design, printing, and mailing of your marketing materials. I have even developed various mailing templates for use in your efforts. If you give me your information to plug in to the template, the template will be ready to go.
If you would like to learn how to update templates yourself, please sign up to learn Affinity Publisher. This is the program I use to develop and create books, ebooks, postcards, social media graphics, and more.
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