Real Estate Farming

Direct mail marketing in residential real estate is a proven marketing strategy. It's important to understand that farming with postcards/direct mail requires a more committed approach. and while you may get some immediate leads from a postcard mailer, the true objective of an ongoing campaign is to build a sustainable business by creating a continuous flow of inbound leads. Patience is a vital factor when it comes to farming with postcards. visit for complete details on farming and prospecting 

Effective direct mail farming in the real estate industry can achieve two significant objectives: increasing brand recognition and generating warm leads. It's crucial for real estate agents to carefully select their target farms, as this choice directly impacts the performance of their campaigns.

Which farming approach is best for you

The two most common approaches we use for our clients to define a "farm" are geographic boundaries or specific data selects/filters   

A) Geo Farming: This involves selecting a specific geographic area, such as subdivisions, neighborhoods, polygon area of a map, selected streets or larger areas may be zip codes, school districts, or condo/co-op complexes. When choosing an area to farm, consider these critical features:

- Number of real property addresses/prospects

- Turnover rate

- Dominant Agent/ or level of competition from other agents

B) Data Farming: This approach allows agents to target homeowners based on demographic and/or property characteristics. Examples might include those with specific length of residency and low loan-to-value ratios, top 12-1% of wealth or luxury homebuyers, first-time homebuyers, divorced individuals, property owners with second homes or absentee/investor owners.

Selecting A Farm 

When choosing a farm, consider the features of the area. Factors such as demographics, demand for properties, turnover rate, and existing competition from other agents can shape the success of your campaign. Investigate different types of farms, including geographical farming and data farming, to find the best fit for your goals.

However, it's important to go beyond simply soliciting business through postcards. Real estate is a relationship-based business, and it's crucial to establish yourself as the trusted agent in your community. In addition to postcards that promote your services, send out cards that provide valuable information.

Critical Components of Direct Mail For Agent Marketing:

When it comes to real estate and direct mail, there are certain elements that distinguish successful campaigns from those that just get a quick look and are then discarded In addition to the expected

1. Content

When it comes to direct mail postcards and letters for real estate, it is important to provide valuable content. Many will claim a “Call To Action” is all you need   …simply ask the recipient to contact the agent and use any content to “fill” the card. We don’t share this thinking. To make your farming campaigns successful, you need to inform and educate your prospects, establishing yourself as a trusted resource – offer insight or value in some capacity.

As real estate professionals, we are often deeply involved in the market and constantly aware of its happenings. However, our prospects may not have the same level of knowledge or interest until they are actively looking to buy or sell. Therefore, it is crucial to provide information that is relevant to all stages of the real estate journey. For example, you can share tips on increasing home value through kitchen versus basement remodels, seasonal maintenance checklists, and recommended vendors for repairs. Additionally, you can include community events and school calendars that are relevant to your prospective clients. By providing this helpful content, you position yourself as a resource and build trust with your audience.

When creating your postcards, it is important to carefully consider how your message is written. Instead of solely focusing on conducting business, emphasize why prospects should choose you as their agent. Using words like knowledgeable, committed, trusted, experienced, and professional are ideal. The goal is to represent who you are – A Hyper Local Expert!

3. Move The Messaging to the Web

Some of our campaigns are designed to drive recipients to our online marketing channels using QR codes or home codes. However, it's not just the codes themselves that makes these cards effective, it's the valuable personalized item that recipients receive when scanning/redeem their codes.

Instead of simply directing recipients to your broker or team website or blog article, you can utilize QR codes/redeem codes that direct them to a dedicated landing page that can offer them something more enticing. For example, an instant CMA with an Automated Value Model without them having to enter any information at all. Or providing them with a complimentary Seller or Buyer Guide or Rent vs Own Calculator in exchange for their email address.

This next level approach often can strengthen your “touch” relationship with potential clients and increase the likelihood of starting a conversion.

This strategic approach is great when used in the “The Mix” and you are notified when these engage these channels, and you might be surprised at the various times of day or night that they do! 

4. Consistency & Budget

 "Are you wondering how often you should be mailing or 'touching' your farm? We recommend mailing at least monthly to stay top-of-mind with your prospects. Our experience has shown that consistent mailings are crucial to your success. Often this is then related to your budget dollars. When it comes to spending your valuable marketing dollars, it's important to make the right decision. By allocating just $400 a month, you can reach up to 650 prospects annually, keeping your budget under $5k.

While immediate leads from postcard campaigns are great, it's important to remember that the true value lies in building a sustainable lead generation tool. Postcards help establish and reinforce your brand, just like referrals do. Consistently mailing your postcards is key to achieving success. When you target the right people with the right message at the right time, they will be compelled to call you.

5. The Mail Piece

Postcards are often called “self-mailers" and offer a very value oriented method of delivering your content and messaging. They are the the main mail piece component that we have found to be successful in all methods. However, “changing it up” is important.

We recommend an approach that often uses a mix, primarily postcards, but also utilizes folded self-mailers and direct mail letters/cards  (letters or note cards inserted into an envelope). This will increase the level of consideration and the impact you have on potential sellers.  

Your Next Step

Trust us to help you build a fruitful real estate farm mailing list and a direct mail marketing campaign that will enhance your sales funnel. If you need assistants in evaluating a farm area or want to discuss what approach is best, or if you are active already and looking to change your mailing partner schedule an online 1 on 1 with us now.  Start generating leads and building your brand and may even saving a little !