campaign using digital targeting, direct mail, pop-bys and hyper-localized events.
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Establishing a Farm
First, you should identify your target farm area Ideally, this is a neighborhood or community where you feel confident you can develop a strong market presence You should research recent sales data, demographics, and turnover rates to select an area with promising activity. Selecting a farm that aligns with your long-term strategy and market goals is key
Your title representative can be an invaluable resource in assembling a highquality farming list Title companies have access to extensive databases and insights that can make gathering and refining farming data much easier and more accurate We encourage you to leverage the expertise and resources of a title representative, who can help you gain a competitive edge in your chosen farm area
Title reps can provide property records, including information on homeowners, property characteristics, and mortgage details. This data is typically up-to-date and organized, allowing you to identify not only basic homeowner information but also other insights; like how long a homeowner has lived in a property, which can be an indicator of potential future sales. Title reps can also assist in segmenting the farming data by factors such as home value, turnover rates, and the length of ownership, helping you to focus your marketing efforts on the most promising leads
Additionally, title representatives can often assist with geographic targeting tools that help you visualize market activity and identify key opportunities within your farm By working closely with a title rep, you can ensure the farming list is accurate, comprehensive, and strategically organized Not only does this approach save you time, but it also allows you to develop a more targeted and effective farming strategy, maximizing your overall presence and impact in the chosen area.
Title representative contact: Allison Piccou - 661-609-9022 - Allison Picou@ltic com
Cost Estimate
You have your farming list, now let’s look at cost estimates for each of the items to determine the best route for your business.
Direct Mail
Below is a cost estimate for the monthly direct mail pieces (content is flexible). There are countless resources out there to create direct mail pieces and you may choose any one you would like.
At BHHS Troth, REALTORS®, we use Berkshire Hathaway HomeServices preferred vendor, Personal Marketing Company, to order and ship postcards; this cost estimate is based on their costs for 200 units (homes) per mailing If you choose to use our inhouse Marketing Department at BHHS Troth, REALTORS® for help implementing direct mail, this would be the vendor we use.
Personal Marketing Co. offers two sizes; 6"x4" and 9.5"x6". The below totals cover the entire 12-month campaign for 200 units per month designed, printed and mailed
6"x4" postcards (at $0 76 each): $1,824 annually
9 5"x6" postcards (at $0 86 each): $2,064 annually
Cost Estimate
Digital Ads
Below is a cost estimate for the monthly digital ads Keep in mind, pricing can be scaled based on number of desired impressions/views and geography covered. There are various vendors that you can choose from to run digital ads Talk with marketing to see which vendor fits your needs best
REALFORCE:
Radius Campaign (by location): $100/ month standard exposure, $200+/month
strong exposure
Sphere Campaign (contacts in Reliance or upload your list): $60/month+ depending on size of your farming database
CHALK Digital
Radius Campaign (by location) - $300/month - $3,600/year
Sphere Campaign (contacts in SAGE CRM) - approximately $0 79/contact/month
TV Ads - 1,000 views for $49 95/month
Adwerx
Radius Campaign (by location) - $100/month - $1,200/year
Sphere Campaign (upload contacts) - $60/month - $720/year
Cost Estimate
Pop-Bys
Below is a rough cost estimate for pop-bys; both monthly and quarterly options
Pop-by frequency can be adjusted at your discretion, but maintain consistency with what you choose Recommend pop-bys will be detailed out in “monthly planning” in this guide
The pop-bys are all agent driven and up to you to source and purchase items
BHHS Troth, REALTORS® Marketing Department is happy to recommend preferred vendors for branded items, such as Markful A full list of vendors is available in your REsource Center under “Benefits and Discounts ”
12 month plan: 100 units estimated to cost ~ $3,000
Quarterly plan: 100 units estimated to cost ~ $1,200
Cost Estimate
Neighborhood Events
Below is the cost estimate for the quarterly neighborhood/local events
Each event can vary based on location, food, and setup A ballpark estimate per event:
Venue and Permit (if required): $300 - $500
Refreshments: $200 - $300
Signage & Decor: $100 - $200
Miscellaneous Supplies: $100
Estimated Cost per Event: $700 - $1,100
Total for 4 Events (Yearly): ~$3,200 - $4,400
Cost Breakdown
Below is the overall budget for all communication mediums covered in this guide The budget can be manipulated as you pick and choose what you will incorporate into your farming campaign
Campaign Budget Line Items
Direct Mail (2 options at priced at 200 units/month): 1.
6"x4" postcards: $1,824 (annual) a 9 5"x6" postcards: $2,064 (annual) b
Digital Ads (various options): 2.
$1,000-$3,000 annually a
Pop-Bys (2 options estimated at 100 units): 3
Monthly pop-bys - estimated at $3,000 annually a
Quarterly pop-bys - estimated at $1,200 annually b
Neighborhood Events: 4.
Quarterly events - estimated at $3,200 - $4,400 annually a
Monthly Planning
Once you have your farming list established and have evaluated the costs of implementation, you can move into planning This guide covers a 12-month farming implementation plan for 2025, streamlined to focus on digital and physical touchpoints, as well as incorporating face-to-face relationship building with "pop-bys" and neighborhood events. You do NOT have to do it all; but be CONSISTENT in the methods you choose.
January: New Year Introduction
Digital Farming Ads: Start the year with introductory ads, focusing on "New Year, New Opportunities" messaging to attract buyers and sellers Advertise Neighborhood Event if holding one.
Direct Mail: Send a New Year greeting card with local market numbers, recent sales, and notable listings Advertise Neighborhood Event, if applicable
Pop-By: Drop off mini "2025 Calendars" with the agent’s branding to key contacts and prospects
Neighborhood Event: Host a "Warm Up to the New Year" meetup Serve coffee/hot chocolate and provide flyers that discuss real estate trends for 2025.
February: Community Focused Outreach
Digital Farming Ads: Follow-up you New Year ads with an ad about yourself as a local expert Possibly include QR code to discount code for local business
Direct Mail: Flyer/postcard with “Love Where You Live” - find a local coffee shop/store/eatery that will give you a discount code if they bring your postcard in. Top things buyers are looking for in a home - NAR studies.
Pop-By: Deliver heart-shaped chocolates or mini flowers with a card reading, “Home is where the heart is” to stay top-of-mind around Valentine’s Day
Monthly Planning
March: Spring Market Preparation
Digital Farming Ads: Spring-themed ads encouraging homeowners to get ready to list their homes Spring Market Update
Direct Mail: Flyer/postcard with “Lucky” theme Lucky for business/clients featuring recent sales and/or testimonials. Fun add in “tips to catch a leprechaun” Prepare for Spring market update
Pop-By: Deliver small potted plants or seed packets with a note: “Ready to put down roots in a new home?” Perfect for spring and garden lovers
April: Spring Market Surge
Digital Farming Ads: Summer market is coming - time to prep to sell. Advertise Garage Sale Neighborhood Event if holding one
Direct Mail: "Flyer/postcard Spring Cleaning Checklist" and home prep tips for sellers Also advertise your Neighborhood Garage Sale event for this month, if applicable.
Pop-By: Drop off mini cleaning kits or eco-friendly sponges as part of a “Spring Clean Your Space” theme
Neighborhood Event: Organize a “Spring Cleaning Neighborhood Garage Sale”. Promote to the residents, take care of signage and promotion of the event. Install signs day of and walk around to those participating.
Monthly Planning
May: Local Brand Awareness
Digital Farming Ads: Setup search to homes with pools and link to ad Get ready for Summer
Direct Mail: Flyer/postcard with market update and listings with pools Preparing for Summer market to heat up.
Pop-By: Deliver branded notepads or pens with the agent’s contact details for a simple, usable gift
June: Summer Preparation
Digital Farming Ads: Summer events starting to happen locally Advertise Neighborhood Event if holding one. Link to page with discount code to local business
Direct Mail: Flyer/postcard with local Summer events, discount code to local coffee shop/eatery/store if they show your postcard Promote Neighborhood Event, if applicable.
Pop-By: Drop off sunscreen samples or small cooling towels with a note, “Beat the heat and get into your new home this summer ”
Neighborhood Event: Sponsor or host a family-friendly outdoor event potluck style, like a “Summer Picnic in the Park” with games and snacks.
Monthly Planning
July: Summer Market Surge
Digital Farming Ads: Mid-year market report - what’s happening locally
Direct Mail: Mail a mid-year performance summary with a list of current listings and local real estate data
Pop-By: Deliver small water bottles branded with the agent’s info and a note that says, “Hydrate Your Dreams – Find Your Next Home!”
August: Educational & Informative Push
Digital Farming Ads: “Back to School” focused ads. Advertise Neighborhood Event if holding one
Direct Mail: Distribute an educational piece about property tax benefits and local home values
Pop-By: Small back-to-school kit for families with pencils, erasers, or mini notebooks.
Neighborhood Event: Host a “Back to School Donuts” table. Advertise your event before hand and setup an early-morning coffee (for parents) and donuts for kids on a prominent neighborhood corner.
Monthly Planning
September: Fall Market Preparation
Digital Farming Ads: Target potential sellers with messaging about preparing for the fall market
Direct Mail: Provide a “Fall Home Preparation” guide, detailing curb appeal tips and seasonal maintenance.
Pop-By: Hand out small packs of autumn-scented candles or pumpkins with a tag: “Fall into Your New Home ”
October: Highlight Fall Listings
Digital Farming Ads: Showcase available listings with a theme of “Moving Before the Holidays.”
Direct Mail: Send a “Fall Seller’s Guide,” detailing benefits of listing now
Pop-By: Deliver mini pumpkins or festive gourds with a note: “Pick your perfect pumpkin…or perfect home!”
Monthly Planning
November: Year-End Closing Push
Digital Farming Ads: Thankful theme - showcase a testimonial
Direct Mail: Mail a Thanksgiving card with a note of gratitude, recent success stories, and market updates
Pop-By: Small pie or pastry with a tag that says, “Grateful to help you find your next slice of home ”
Neighborhood Event: Late November / Early December Host a “Holiday Thank You” gathering, where the agent can thank clients and community members for a successful year Cookie exchange is another fun idea - encourage neighbors to bring two dozen cookies and a tin to take one of their neighbors cookies.
December: Gratitude & Planning
Digital Farming Ads: New Year planning - start considering your plans to move in 2026!
Direct Mail: Send a holiday greeting card and a small calendar for the new year with the agent’s information.
Pop-By: Festive ornament or candle with a tag reading, “Wishing you peace, joy, and a bright home for the new year ”
This Farming Plan is intended to be used as a guide; our hope is that it will get you to actually start a farm - an integral part of any real estate book of business You decide what parts of the plan are best for your business and how to implement it
Our Marketing Department can help you execute any of the marketing outlined in this plan; please let us know how we can help!
Berkshire Hathaway HomeServices Troth, REALTORS® Marketing Department marketing@bhhstroth.com (661) 341-1039
