Colleen Kelly, Realtor who helps Sellers,Buyers & Luxury Clients (Keller Williams Realty)

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David Wright
Benchmark Realty, LLC - Brentwood, TN
Real Estate Refined

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 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.

Feb 15, 2018 09:56 PM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

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

Feb 16, 2018 05:09 AM
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • GRI • HAFA • PSC Calabasas CA

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

Feb 15, 2018 10:58 PM
Harry Norman, REALTORS® - Atlanta, GA
Associate Broker

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

Feb 16, 2018 05:55 AM
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

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

Feb 16, 2018 05:06 AM
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

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.)

Feb 16, 2018 10:01 PM
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Follow the practices of Barbara Todaro for good results. 

Feb 16, 2018 11:27 AM
Peter Testa
Nationwide Homes - Danbury, CT

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

Feb 16, 2018 07:20 AM
Gabe Sanders
Real Estate of Florida specializing in Martin County Residential Homes, Condos and Land Sales - Stuart, FL
Stuart Florida Real Estate

Those who do it consistently will reap rewards.

Feb 16, 2018 05:35 AM
Annette Lawrence , Palm Harbor, FL 727-420-4041
ReMax Realtec Group - Palm Harbor, FL
Making FLORIDA Real Estate EZ

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.


Feb 16, 2018 05:12 AM
Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg Real Estate

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? 

Feb 16, 2018 05:10 AM
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

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 !

Feb 16, 2018 03:30 AM
Bob Crane
Woodland Management Service / Woodland Real Estate, EXP - Stevens Point, WI
Forestland Experts! 715-204-9671

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

Feb 16, 2018 01:45 AM
Evelina Tsigelnitskaya
SIB Realty - Sunny Isles Beach, FL 305-931-6931

You got here great answers. Good luck.

Oct 11, 2018 12:35 PM
Valeria Mola
SIB Realty - Miami, Sunny Isles Beach - Sunny Isles Beach, FL
305-607-0709 SIB Realty Condos for Sale and Rent

Great answers are here. 

I hope your question was answered.

Oct 11, 2018 12:33 PM
Colleen Kelly
Keller Williams Realty - Newton, MA
Realtor who helps Sellers,Buyers & Luxury Clients

Thanks so much Dave for your honesty and authenticity. I’m going to farm but am being very careful how I do it. (spent too much money on marketing in the past and it didn’t pan out). I work for Keller a Williams and just started this weekly webinar on how to “Make Milions Farming.” Some really good tips so far and very strategic about how to do it well.
Thanks, Nina for your suggestion too! Will FU with Barbara.

Mar 15, 2018 08:01 PM
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

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

Feb 18, 2018 11:03 AM
Chris Ann Cleland
Long and Foster REALTORS®, Gainesville, VA - Bristow, VA
Associate Broker, Bristow, VA

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.  

Feb 17, 2018 10:55 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy


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

Feb 16, 2018 09:27 AM
Michael Setunsky
Woodbridge, VA
Your Commercial Real Estate Link to Northern VA

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.

Feb 16, 2018 09:22 AM
Ryan Huggins - Thousand Oaks, CA - Thousand Oaks, CA
Residential Real Estate and Investment Properties

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

Feb 16, 2018 09:03 AM
Barbara Todaro
RE/MAX Executive Realty - Retired - Franklin, MA
Previously Affiliated with The Todaro Team

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

Feb 16, 2018 08:36 AM
Kathleen Daniels, Probate & Trust Specialist
KD Realty - 408.972.1822 - San Jose, CA
Probate Real Estate

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

Feb 16, 2018 07:48 AM
Tony and Suzanne Marriott, Associate Brokers
Serving the Greater Phoenix and Scottsdale Metropolitan Area - Scottsdale, AZ
Haven Express @ Keller Williams Arizona Realty

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

Feb 16, 2018 05:12 AM
Gita Bantwal
RE/MAX Centre Realtors - Warwick, PA
REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel

Not done in a while.

Feb 16, 2018 04:30 AM
Eve Alexander
Buyers Broker of Florida - Orlando, FL
Exclusively Representing ONLY Orlando Home Buyers

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 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.



Feb 16, 2018 03:57 AM