Farming Guide - 2025

Setting up a successful real estate farming campaign using digital targeting, direct mail, pop-bys and hyper-localized events.

Sowing Your Success; Real Estate Farming Establishing a farming area is a powerful strategy in real estate marketing, allowing real estate agents to become the go-to experts within a specific community or sphere.

“Farming” refers to “sowing” with consistent touch points and relationship seeds that harvest into transactions for your business.

Farming provides a focused approach to building connections, nurturing relationships, and establishing trust, which ultimately leads to a steady stream of referrals and repeat business.

The farming data you choose to use can be as simple as a curated group of contacts, including friends, family, and past clients. However, most often, farming encompasses a geographical area such as a specific neighborhood, perhaps where you live or a community you know well and want to be recognized as the market expert.

By maintaining consistent, value-driven outreach in this defined area, you can create a loyal client base and effectively position yourself at the forefront of local real estate activity.

No matter what data you choose to use, the strategies we cover can be applied to some extent, but this plan leans towards farming a geographical region.

You don’t have to do it all - but be CONSISTENT in what you do. Let’s get into it!

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 1. Direct Mail (2 options at priced at 200 units/month): a. 6"x4" postcards: $1,824 (annual) b. 9.5"x6" postcards: $2,064 (annual) 2. Digital Ads (various options): a. $1,000-$3,000 annually 3. Pop-Bys (2 options estimated at 100 units): a. Monthly pop-bys - estimated at $3,000 annually b. Quarterly pop-bys - estimated at $1,200 annually 4. Neighborhood Events: a. Quarterly events - estimated at $3,200 - $4,400 annually

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

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