Why the Traditional Farming Strategy of Sending Calendars Still Works in an Increasing Digital World

Posted by Marketing on Nov 18th, 2019
Traditional Farming Strategy of Sending Calendars

Real estate professionals have faced career change at a faster pace than many of those who work in other industries. An excellent example of this is the lightning speed at which digital marketing has succeeded in overshadowing more traditional options for reaching potential buyer and seller clients, such as farming by neighborhood or by specific demographics. 

However, brokers and agents who no longer farm or those who are guilty of second-guessing its value may want to take a second look. Now, with 2020 fast approaching, is the perfect time to learn more about the potential a good farming campaign can have as a complement to a modern digital marketing strategy.  

The Physical VS Digital Introduction

One of the reasons that farming has worked so well in the real estate industry in years past is its ability to provide an introduction that prospective clients can see and touch. When someone receives an attractive calendar or a well-designed postcard that can be held in their hand, there is an instant perception of value that helps the sender become more memorable. 

The average person today likely finds themselves targeted by hundreds of digital marketing ads each week. Because of this, many have become somewhat immune to digital messaging, especially when there is no prior introduction or existing connection.  

Agents who opt to use high-quality memorable materials as proactive farming tools are helping to provide a warm, non-threatening introduction to their company, brand, and services. Prospective clients on the receiving end of this type of marketing will have been effectively pre-introduced to the agent, a process that can foster and promote mutually beneficial ongoing relationships.

Building Long-Term Relationships VS Getting Digital Impressions

Online marketing success is often measured in digital impressions, but this type of interaction may not be enough in an industry such as real estate, where trust and familiarity are required for a successful, long-term relationship.  Agents and brokers who want 2020 to be their most successful year yet can use a timely gift of a tasteful wall or desk calendar to introduce themselves and their services. This initial introduction can then be followed with periodic, affordable postcard mailings, all of which serve to familiarize prospective clients with your photo, brand, logo, and website. 

Prospective clients who receive tangible farming messages from an agent or broker over several months will also be more receptive of their digital marketing efforts because they are able to easily recognize them from their farming efforts. 

Agents who would like to learn more about the benefits of using high-quality calendars and postcards as farming aids to enjoy greater success in 2020 can depend on Reamark for the answers and marketing advice they need. Calls and inquiries are answered by specially trained order consultants who work with each agent or broker to develop a marketing strategy that is simple, effective, and budget friendly in any market. 

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