Boost Your Success With These Real Estate Farming Tools

What is Real Estate Farming?

Real estate farming is a broad marketing strategy used by agents to establish themselves as experts within a specific target audience or group.

Various factors, such as geography, demographics, or property type, can define this group.

There are two common types of real estate farming:

1. demographic farming
2. and geographic farming (or geo farming)

Demographic farming is a subset of real estate farming that targets a specific segment of the population, such as age or income level.

Geo farming focuses specifically on a defined geographic area, such as a neighborhood or a zip code.

Instead of targeting a demographic group, geo farming zeroes in on the residents of a particular location.

With consistent marketing using real estate farming tools like direct mail and online ads (just to name a few), agents can establish a strong presence and become recognized as local experts in that specific neighborhood.

The Importance of Real Estate Farming

Real estate farming is more than generating leads; it’s about becoming a part of a community.

Focusing on a specific area lets you understand the community’s unique needs and dynamics, which enables you to create marketing strategies that resonate with residents.

This targeted approach helps you build strong relationships and establish trust over time.

Real estate farming shifts your business from mere transactions to meaningful connections, laying the foundation for long-term success.

Here are some fun ways to you can get involved in the community:

• Attend local events
• Collaborate with local businesses
• Volunteer with local charities
• Organize community events (block parties, movie nights in the park)
• Engage on social media
• Sponsor local activities

Real Estate Farming Software

Using the right tools in real estate farming can significantly enhance the effectiveness of your marketing efforts.

Real estate farming software streamlines your processes and enables you to target and engage with potential clients more effectively.

Here are a few real estate farming tools that can help take your marketing strategy to the next level:

1. Wise Pelican List Builder

Wise Pelican List Builder is one of the best real estate farming tools for establishing a dominant position in a specific area.

Our list builder includes advanced features to help give you a competitive edge within an area. This includes: 

• Turn over rate to tell you how fast homes are selling in an area (the faster the better, it means more demand from buyers and sellers)
• Agent saturation rate to help you see if one are is being dominated by a specific agent

Our list builder helps you create hyper-targeted mailing lists based on where people live, the value of their homes, and other factors.

Wise Pelican uses the USPS NCOALink database to update addresses for every mailing and also a tracking feature to help track your farming activies through direct mail.

Our tool is designed to help you target the right people in the right areas.

Target your ideal prospects with ease using Wise Pelican’s Real Estate List Builder. Create accurate, ready-to-use mailing lists for just $0.10 per address.

Try Our List Builder for Free

2. Email Marketing

Email marketing keeps you in front of potential clients and is a reliable way to maintain consistent communication with your farm.

Your email campaigns should match the needs and interests of your audience.

This might include sending market updates or neighborhood news relevant to homeowners.

These tools allow you to automate these emails, track engagement, and adjust your approach based on what works.

• Constant Contact:  A user-friendly email marketing platform that offers customizable templates, contact management, and email list-building tools to help you engage with your prospects.
• Mailchimp: Provides a comprehensive suite of email marketing tools, including automated campaigns and list segmentation.
• ActiveCampaign: This service combines email marketing with customer relationship management (CRM) tools, allowing you to automate follow-ups.
• Sendinblue: Provides email marketing services with automation, segmentation, and personalization features designed for more targeted campaigns.

3. SMS Marketing

SMS marketing is a smart way to keep your real estate farming efforts on track.

With high open rates and the ability to reach people instantly, text messages give you a direct line to your farm.

But just like with any marketing, what you say—and when you say it—matters.

Send updates that your audience will actually care about, such as a heads-up on new listings, a reminder about an open house, or a quick check-in with past clients.

SMS tools make it easy to send these messages out quickly and see how people respond.

Remember, timing is everything.

Well-timed, relevant messages that offer clear benefits are more likely to be welcomed than ignored.

• Heymarket:  Combines SMS marketing with CRM features, allowing you to send targeted texts, manage client conversations, and automate follow-up.
• Textedly: A straightforward SMS marketing service that allows you to send mass texts, manage subscriber lists, and schedule automated messages.
• Salesmsg: Provides an easy-to-use SMS platform for two-way messaging, lead follow-ups, and appointment scheduling through text.
• EZ Texting: Offers an easy-to-use platform for sending bulk SMS campaigns, scheduling messages, and engaging with leads through text.

4. Digital Advertising

Where do people spend a whole lot of time?

You guessed it, online!

Digital advertising platforms like Google Ads and Facebook ads let you focus your marketing efforts directly on your target neighborhoods.

These platforms make it easy to pinpoint these areas.

Instead of casting a wide net, you’re putting them right in front of the people who live in your farm.

These platforms provide insights into how well your ads are doing so you can adjust your strategy.

Integrating digital advertising into your farming strategy strengthens your presence in the neighborhoods you focus on, helping you become the leading agent in your area.

5. CRM Software (Customer Relationship Management)

CRM software helps you manage relationships with your farm more effectively.

It organizes contact information, tracks interactions, and automates follow-ups to stay connected with potential clients.

You can use a CRM to divide your farm into specific groups and customize your outreach to each one.

A CRM helps you stay organized by sending personalized emails, setting reminders for follow-up calls, or keeping notes on client preferences.

These real estate farming tools help you build stronger connections, which leads to more listings and successful transactions.

• Monday.com: A versatile project management platform that can also function as a CRM. You can use Monday.com to track leads, manage client relationships, and organize tasks related to transactions. 
• Salesforce: A multifunctional CRM platform that offers integrations and add-ons like Propertybase or custom solutions. It offers lead management, marketing automation, analytics, and pipeline tracking.
• Wise Agent: A user-friendly CRM that integrates email marketing, transaction management, and lead organization, specifically for real estate professionals.
• LionDesk: A comprehensive CRM that offers features like email, SMS, and video marketing, along with lead tracking and task management.

Offline Real Estate Farming Tools

When we talk about offline real estate farming tools, we’re referring to traditional marketing materials and strategies that don’t involve the Internet or a cell phone.

These offline real estate farming tools can include handing out business cards at a local event or placing a sign in front of a property.

1. Business Cards

Business cards might seem old-school, but they’re still a key player in offline real estate farming tools.

They give potential clients something tangible—a physical reminder of who you are and how to reach you when they need your services.

When you’re designing your business cards, keep things simple and professional.

Include the basics: your name, phone number, email, and website.

You want to create a clean, easy-to-read design that makes your contact info easy to spot.

And if your card has a memorable design, even better—it’s more likely to be kept and used instead of ending up in a drawer!

2. Real Estate Signs

Real estate signs are likely the most visible offline tool you have.

Placed in front of properties, they’re your first opportunity to make an impression on buyers or sellers in the area.

A sign that stands out can show your professionalism and share important details like your contact information and branding.

Use signs that are built to last so they continue to look good and serve their purpose over time.

3. Real Estate Riders

Real estate riders are those more minor signs that hang beneath the main real estate sign.

Riders provide additional information like “Sold,” “Under Contract,” or “Open House.”

These signs are incredibly useful for conveying extra details without cluttering your main sign.

They’re perfect for quickly sharing important details and catching the eye of anyone passing by.

Grab attention with Wise Pelican’s durable, custom sign riders. Enhance your signage and create a lasting impact on potential buyers.

Explore Sign Riders

4. Real Estate Flyers

Flyers are a flexible tool you can use in several different ways.

Hand them out door-to-door or leave them at local businesses. Use these real estate prospecting tools to highlight your services, feature listings, or share market updates.

A good flyer grabs attention and helps potential clients take the next step. Include a call to action, like calling to schedule a showing.

A QR code on your flyer is a simple and effective way to have people contact you.

5. Door Hangers

Unlike flyers, door hangers are impossible for someone to overlook.

This cost-effective method can help you promote a special event, an open house, or newly listed properties.

The real advantage of door hangers is that they can deliver a clear, straightforward message without the need for envelopes, postage, or folding.

Everything a potential client needs to know—your brand, contact information, and details—is right there at eye level.

Because they’re designed to be seen immediately, they’re often read right away, so door hangers can offer a strong return on investment ROI) – with some campaigns seeing up to a 5% (ROI).

6. Magnets

Is it possible to have too many magnets?

I think not.

Because people hang magnets on their refrigerators, sometimes for years, this is an easy way to keep your brand in front of homeowners.

I mean, how often do we go to our refrigerators?

A lot.

Magnets don’t just keep your name visible—they become part of a daily routine.

Every time someone reaches for a snack or meal, your contact information is right where they need it.

These real estate prospecting tools are subtle reminders that stick around (literally) and don’t get tossed aside like other marketing materials.

7. Postcards

Postcards are one of the most effective real estate farming tools.

They deliver your message directly because there’s no envelope to open, so it’s seen right away.

Use postcards to promote new listings, share updates, or invite neighbors to an open house.

Send postcards to stay in touch during the holidays. It is a gentle reminder that you are here to help them with any real estate needs and that you are thinking of them! It’s a win-win.

Who doesn’t love a postcard with the local NFL team’s schedule on it?

These are great because they are usually hung on the refrigerator—every time they check to see who plays on Sunday, they are reminded of you!

That is 18 times during football season that they will think of you!

Postcards are an affordable way to maintain regular contact with your farm.

However, postcards only give you results if you are consistent.

The “Set It and Forget It” Campaign is an easy way to make sure you stay consistent!

You set up a recurring postcard campaign for your farm.

Once it’s in place, the postcards automatically go out each month to the same group of residents.

Over time, this consistent outreach helps people in your farm recognize your brand and think of you when they’re ready to buy or sell.

Bottom Line

Real estate farming tools help you connect with your target area and build a strong presence in the community.

With consistency and the right mix of tools, you will solidify your reputation and become the community’s go-to real estate expert.

Looking to enhance your real estate farming efforts?

Wise Pelican offers everything you need, from customizable postcards to automated mailing lists, business cards, and more.

Start using Wise Pelican’s tools today to stay connected with your farm and boost your marketing effectiveness!