Colleen, my farming in the past was sporadic and most inconsistent and I got what I paid for it - ZILCH!

However, beginning last month I have started farming a community of more than 1600 homes and townhomes. My target is about 220 residents who have lived in their homes for more than 4 years. I'm using sendsations.com to mail postcards to my market every month. The card subjects vary monthly ie., recipes, how to fix things in the home, home decorating, curb appeal, etc. Its too early for results other than 3 long-time residents have already moved.

My next step is to mail sold homes to my targeted market every month and during nice weather, door hang the results. I need the exercise and opportunity to meet some of the folks. I am told by many people this will work. I might add competition is fierce here too.

Later in the year, I will write an article on my results, expectations, and realities. Thanks for your question.

I would check with Barbara Todaro on how to set up your farming strategy.

Barbara Todaro , subscribe, follow, call if necessary. She is great!

You have many great suggestions here Colleen Kelly good luck to you.

If you are comitted to a long term campaign, direct mail still works well! Get tips from Barbara Todaro !

Colleen Kelly - working fine with my mailers! (I see so many visits to my Facebook business page, which is what I have mentioned in the marketing material.)

Follow the practices of Barbara Todaro for good results. 

Consisistency was allready mentioned and choosing a large enough target to get results. 

Those who do it consistently will reap rewards.

More info needed.

1. Based on your business plan and income projections, how many closing do you need?

2. Extrapolate the size of the physical farm needed to accomplish 80% of that goal. 20 % form other sources. After 7 years this ratio will reverse.

3. Does THIS community contain sufficient residences to accomplish your gaol. Very likely you will need 3 to 10 additional communities to create the critical mass for effective direct response marketing.

4. Determine what you have the most of, TIME or MONEY. Put your time or your money or both to work for you. You've lived there 20 years, make that work for you. Walking the dog is a great ice breaker.

5. Never think you or your market is special. It's competitive EVERYWHERE!  You are not special. What will make the biggest difference is confronting your IDWDT and getting to work.

Farming takes planning & really doesn't work for the 'I need leads now approach'. It works well for me & others here but consistency is the key. Some send postcards with literally no message - what's in it for the seller? 

You must define your Primary Market Area (ie. a school district) to Market to(Brand your ID) and Prospect In !!! AR is built to help you with this !

Not currently doing any farming other than a few tree farms.

You got here great answers. Good luck.

Great answers are here. 

I hope your question was answered.

I have not ever truly farmed, but you have some great suggestions here.

I farm my neighborhood and do very well.  If I had let the fact that other agents were farming it and having it success stop me, I wouldn't be doing as well as I am.

I send out bi-monthly market reports by mail, post those same reports on a neighborhood blog I started, place an ad in the newsletter and do a couple of postcards for each home I sell.  It all works very well together to make my phone ring.  I am now the agent that other agents call with questions about what's coming up the neighborhood.  

Colleen,

Each market differs, and each market has its own peculiarities.  When we last in Boston 3 years ago, one street appart where 2 different markets.  Each needed to be handled differently.  A

Colleen Kelly The only way to farm an area is by persistence. Don't expect overnight success. I had more success with "Just Listed" and "Just Sold" letters.

Sorry, haven't done neighborhood farming in a long time.  Back then mailers and doorknocking worked well.

direct mail marketing to find listings.... that's target marketing....target the homes in your farm...consistently.... every month...

You have some good answers here.  I no longer farm communities.  I wish you all the best.

If you are consistent anticipate listings starting to flow within 6 months

Not done in a while.

Who are you targeting?  Sellers or buyers?

If sellers, then sure the "farm" will work.

If buyers, they may not want to buy in your community, and now you will not know what else there is...you must know what else they can buy for their budget.

Why not just learn the market?  Yes, it is more work, but it is also a better payoff.

Eve