In a world dominated by social media, where attention-grabbing hooks and fast-paced videos rule, geographic farming tends to be overshadowed. Spotting untapped potential in the physical mailbox, I set out to integrate the value-first approach from social platforms into my local outreach. 

And it has been a game-changer for my business. 

On social media, our primary focus is on brand building—aiming to master the art of evoking the essential “know, like, and trust” vibes from our audience. Through a strategic pivot, I’ve translated the success of my social media content into something consumers can hold in their hands: impactful direct mailers. 

We’re all familiar with the term “farming,” but how can we practically make it work for us? And more importantly, how can it work in today’s digital-crazed world?

Today, I’m here to walk you through the world of geographical farming with a local outreach strategy delivered directly to your potential clients’ mailboxes.

Here’s how it works:

Each direct mail piece is part of a larger, interconnected marketing strategy with three key components. 

  1. Direct Mail: The cornerstone, delivering a tangible piece of my brand directly into the homes I want to sell.
  2. Digital Extension: QR codes on the mailers offer an easy bridge between print and online engagement.
  3. Follow-up: Prepared scripts related to the mailer’s hook to facilitate smoother prospecting calls.

Now, let’s dive into how you can leverage what works on social for your geographical farming strategy. 

Step 1: Know Your Audience

No matter what platform or marketing strategy you are using, you must know your audience

My geographical farm is predominantly Boomers who have lived in the same home since the 80s with deep-rooted connections to the town where they raised their families. They are now preparing to downsize, enjoying being grandparents and considering retirement. The three things that matter to sellers in my farm are:

  1. Local market expertise 
  2. Money
  3. The community they have lived in and loved for decades 

By crafting mailers that hit at least two of these components, I’ve been able to establish trust and familiarity with my target audience.

Step 2: Social to Print Transition

For me, this was the fun part! I began by identifying the branding pieces that had the highest engagement on social media. The content that sparked the most engagement, and more importantly, the content that allowed people to really know me, see my values, and like me.

From there, I adapted these pieces of content into print by simplifying the message, ensuring it resonated with my client’s values, and retaining the essence that made it successful online.

Each mailer needs to include:

  • A Strong Hook: Each piece I create has a compelling hook. I like to use an interesting statistic, question, or statement that immediately grabs the attention of the reader.
  • Call to Action: Keep the message clear, leading to a strong call to action (CTA). This can be a simple QR code to a landing page where the homeowner can book a consultation or download a guide.
  • Digital Extension: Add QR codes to provide an easy way for the homeowner to take the engagement from print to digital. The QR code should offer something of value and be connected to the CTA, such as a downloadable guide or a free home evaluation. I use the same QR code on all my mailers, and it is linked to my Linktree. 

After sending out new mailers, I always follow up with homeowners on the topic of the mailers I send out. This is my favorite aspect of this strategy because, after prepping a simple script, it gives me an easy reason to call them! (Check out these follow-up scripts for my top-performing mailers!)

Step 3: Social Proof or Unique Selling Proposition

The back of each mailer features consistent branding and powerful social proof for my unique selling proposition. This can include unique property details, testimonials, client success stories, my seller services, etc. 

Using social proof from within the farm is always the best option! If you do not have any sales in your farm, leverage any sales within your brokerage or one of your past sales from a similar neighborhood.

Step 4: Have Conversations

Pick up the phone! It’s probably already in your hand, so start making your calls. 

Make sure to have your script and talking points ready. Always strive to make appointments and track your feedback. The simplicity of picking up the phone and having conversations based on these mailers cannot be overstated. This approach has not only made the daunting task of cold calling more manageable but has also proven to be a powerful tool for converting prospects into clients. 

3 Bonus Tips for Mailers

To make your geographical farming strategy even more effective, here are three bonus tips to implement: 

  1. Digital Ads: Surround your direct mail campaign with targeted Google and YouTube ads within your farm area. This reinforces recognition and adds a digital layer to your print efforts.
  2. Know the Data: Understand the key data points behind your marketing. If you’re a geographical farmer you should know every sale, you should walk every house that hits the market and leverage every sale you have been involved in. Your marketing and conversations should be constantly reinforcing this.
  3. Track & Measure: Regularly track and measure your campaign’s performance to understand what is working. Use feedback to identify strengths and weaknesses, guiding you on where to focus and improve. Analyze the engagement and response rates with tracking tools, making data-driven decisions. Embrace continuous improvement to keep your campaign dynamic and aligned with your audience’s needs.

Remember, sellers are looking for a market expert that they can trust. By taking cues from the success of video and social platforms, I’ve brought the same approach to the mailbox. 

Shifting from digital to direct mail with a proven value-first strategy has expanded my reach and deepened connections in my geographical farm. This mix of traditional and modern techniques highlights the enduring impact of a well-crafted mailer, showing that personal connections through direct mail still make a strong impression and get you tons of business.