In my pre-licensing classes at Demetree School of Real Estate, farm area is probably the first vocabulary word I teach. On day one, within the first hour of class, they learn that a farm area has nothing to do with agricultural. Rather, it is a residential prospecting technique where the real estate agent specializes in a particular neighborhood. I give an example, and the students usually chuckle in disbelief. Someone always asks, “Does that actually work?”
It works like a charm. It’s not exactly the fast path to success, but there is no such thing as a fast path to success.
I have several Realtors who farm my neighborhood. I probably get half a dozen postcards a week from different real estate agents. I get Just Listed postcards, Just Sold cards, football schedules, soccer schedule, you name it. I usually give it a quick glance, then because I’m a real estate instructor, I put it in a folder to use in class. If I weren’t an instructor, I’m sure I would toss them.
So the other day, our local Realtors Association sent out the ballots for the board of directors. I recognized one name, not because he was student, not because I’ve done a deal with him, not even because I’ve ever met him in person. I recognized him because I’ve been getting postcards from him.
I haven’t voted yet, but in elections, whether it is for the local Realtor Association or United States Congress, the biggest hurdle is getting people to recognize your name. This guy that has been sending me postcards for a year has overcome that hurdle.
So yes, farming absolutely works. But just like farming the land, it’s not a quick fix. It takes a while.