Real Estate Farming, Choose The Right Soil!

Real Estate farming, Choose the right soil!

What is Real Estate Farming?
Real estate farming is the act of focusing your marketing efforts on a certain geographic area “geographic farming” or certain types of clients “demographic farming” to add the most value for clients in the specific area.

Real Estate farming is very simple and can be applied to many areas of real estate. Think of your marketing strategy as the seeds you plant on your farm. Like a literal farm, there are two imperative elements to an abundant harvest. You need to tend to your seeds by watering them and removing weeds. You also need time for the seeds to grow.

How do I Choose the Right Farm Area?
Because it may take a noticeable amount of time to see a decent return from your farm area, your choice is very important. Here’s how to make sure you pick a productive farm area.

  1. Stay Close to Home
    If you are just getting started, staying close to home is most likely your best option. In fact, the neighborhood you live in is probably one of your best options.

Why should I farm close to home?

  • Your family, friends, and people they know are likely to be concentrated nearby, you probably know local business owners, and best of all, you can genuinely recommend the neighborhood.
  • You’ll have greater flexibility to offer last-minute showings and previews. That means last minute showings won’t be an issue, and clients with busy schedules will respond better if you are available at a moment’s notice.
  1. Do Your Research
    Another important element to choosing your farm area is the local demographics. Before you begin farming, you need to know as much as possible about the area. This will assure you can make it’s someplace you’ll be happy working in. Here are some things to research:

    What do I research when looking for my farm?
    • Average income
    • Average age
    • Is it a commuter area?
    • Employers
    • The types of homes in the area
    • Amenities
    • Transportation options

Once you choose a geographic farm, you may also wish to narrow down a specific demographic that you want to work with. For example, you might want to focus on homes of a certain value, or a particular community. Researching the local demographics will help you make this choice.

  1. Choose an Area with Well Defined Boundaries
    Whenever possible, try to pick a neighborhood with well-defined boundaries to help market your listings. If you do, you'll have a much easier time marketing. You don’t want to farm in Dayton and then show clients a home in Beavercreek. This may be too far if they are expecting to see homes in Dayton.
  1. Make Sure it’s the Right Size
    In real estate farming, size matters. You need to make sure the area is large enough to ensure a decent response but small enough that you can build a name for yourself there. A good farm area would have around 400 or fewer properties. More than that may send your marketing budget sky high.

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Using Drones for Real Estate Marketing Part III

This is a snippet from Drones in Real Estate, an online HD Video course available for real estate continuing education credit in several states. Select your state to see if this course is approved for continuing education.

PART 3 OF 3 | Read Part 1 or Part 2

RESORT AND HOTEL ADVERTISING. Similar to real estate videos, what better way to show off a spectacular hotel situated on the perfect piece of property than to provide potential visitors the kind of video footage and aerial imagery only a small drone can provide? In a time when hotels and resorts are fighting tooth and nail for advertising impressions and to stand out from the crowd on hotel booking applications and a glut of travel websites marketing agencies understand that unique video perspectives offer an edge in an otherwise tired marketing mix.

LOW ALTITUDE BANNER ADVERTISING. OK, not exactly a video-based commercial opportunity, but while I was writing an earlier article for on a beach in Cancun, I did see a hexacopter flying down the beach at water’s edge toting a banner advertising a local nightclub and had to chuckle. (The pilot was flying FPV (first person view) using a GoPro video camera mounted on the aircraft and sending the video feedback to a monitor attached to his controller.)

When you show a savvy, creative business owner a drone, their eyes usually light up. It is easy to visualize the many ways in which you can improve the marketing presence of your company using the skies, and flying by your competitors in the process!

There are many different scenarios where you can use a drone for marketing purposes, such as:

  • Drone Advertising. Just about every company in the world can find a use in this! It is pretty much the same concept as an advertising blimp you see so often at large events, except for a fraction of the cost. Also, drone technology allows handlers to set automatic flight paths, speeds, and patterns that will allow you to get much more advertising bang for your buck.
  • Water-Side Fly Overs.  Any business that is on or near water (millions across the U.S. and the world) will love to get a gorgeous flyover of their establishment overlooking the beautiful water. Just think of every beach restaurant and bar on earth. In addition, marinas and the boating community will find it as an incredible way to increase exposure and get truly spectacular footage that can be used for a marketing campaign. Not to mention the ever-growing oceanfront hotel and condo properties that will surely love it.
  • Brand Awareness. Regardless of what type of company you're involved with and where they're located, everyone could use a little more brand awareness. If you're a real estate agent, you can take amazing shots of properties that will allow people who would normally not be interested or know of your brand to be instantly hooked. The idea of drones themselves is so fascinating to the public that by being one step ahead, your business can take off flying!



Using Drones for Real Estate Marketing Part II

This is a snippet from Drones in Real Estate, an online HD Video course available for real estate continuing education credit in several states. Select your state to see if this course is approved for continuing education.

PART 2 OF 3 | Read Part 1

The potential of drones has been recognized in the real estate industry, and more people prefer to use drones for commercial purposes, specifically those in the real estate marketing business. This is chiefly because drones can be used to capture stunning images of properties for use in property listings, hence making it easier to sell or earn some popularity in the market. Drones use groundbreaking technology to allow for an innovative new way to market a property.

Just imagine viewing a new property through aerial footage. Wouldn't it be beautiful? Think about the endless marketing possibilities for this type of videography and photography. A drone can easily be equipped with a high-resolution camera enabling it to capture still images and shoot video that was previously incredibly difficult to be obtained. Consequently, this will allow potential buyers to view the photos or video to get a feeling for the size and layout, the architecture and the land of the home.

Some caution must be considered though when approaching a listing to shoot. The neighbors need to be made aware of your intent to fly if they are relatively close. All of our flight operations were met with positive attitude, some curious and others will ask if they can watch you operate. It gives you a chance to explore the positive side of drone operations with those that aren’t sure of this new emerging technology.

  • 85% of buyers/sellers want an agent who has video marketing
  • 15% of agents have a video presence
  • One video is equal to 1.8 million words
  • One video is equal to 3,600 web pages of text
  • 80% of viewers will remember it
  • Success in videos relies on creative production