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You are here: Home / Business / Short List of Dos and Don’ts of Geo Farming in Real Estate

Short List of Dos and Don’ts of Geo Farming in Real Estate

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Real Estate

Geographical farming, better known as geo farming, is a popular and often successful method of hyper-local real estate marketing.

Geo farmers are real estate agents who identify and cultivate a small geographical area through brand awareness and personal interaction with the goal of harvesting leads, listings, referrals, and closings in a specific, concentrated housing market. Real estate agents who successfully use geo farming target specific subdivisions, neighbourhoods, or just a few city blocks.

Geo farmers can also dictate their networking strategy. There are dozens of ideas that have worked to effectively build successful geo farms and just as many that have fallen flat.

Here is a beginner’s shortlist of dos and don’ts for agents considering plowing into geo farming real estate:

Things to Do in Geo Farming Real Estate

For beginners, here are a few key things to do when starting a geo farming real estate venture:

  • Research thoroughly when selecting a market: It’s critical to select the correct area for geo farming. Consider how convenient the location is to home and office, as well as whether there are other established real estate agents in the area who already command a large share of the local real estate transactions.
  • Gain more than familiarity: The selected geo farm must be more than merely familiar to a real estate agency and the particular people within the agency who will be farming the area; they must become the experts about the area. Clients want to list with their local real estate expert.
  • Do the math: Turnover, home sales, and absorption rates should be encouraging in a potential geo farm area. An agency’s track record should generally align with the target area to ensure the confidence and trust of both buyers and sellers.
  • Go for putting on the blitz: The idea of geo farming is to blitz the designated area with direct, positive, consistent messages via an information-packed website, emails, targeted pay-per-click internet advertising, postcards, and other mailings, door hangers, local signage, and other cost-effective communications.
  • Use effective brand messaging
  • Dedicated geo farmers have a constant presence personal, professional, and virtual in their target community, relying on a balance of well-planned messaging.
  • Effective brand messaging on blogs or in social media posts often includes statistics that provide useful information to potential sellers while building trust in the agent’s brand. Neighborhood signage, event participation, and signage and sponsorships are a few ways to build brand awareness in a community.

Don’ts in Geo Farming real Estate

There are plenty of ways to kill a geo farm before it ever has a chance to grow. Here are just a few:

  • Make an error in market selection: Picking an unfamiliar neighborhood or one that is too far from home or office for proper cultivation can be the kiss of death.
  • Failure to maintain a consistent personal or corporate presence: Home sales and purchases are often the biggest transactions of a person’s life. People want to know and trust the person guiding a home sale, so failing to maintain a consistent physical or corporate presence in the target area can lead to mistrust and a loss of leads and sales.
  • Poor and/or infrequent messaging: Any geo farming plan relies on solid messaging delivered cheerfully and reliably. Failure to form a long-term vision to cultivate the market is a huge mistake.

Geo farming real estate can pay rewards

Active geo farmers focus their branding and personal attention on their targeted community. It takes legwork, and precious time and effort, but the dividends of cultivating a geo farm can be a rewarding harvest.

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