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A post shared by Andrew Lewis | SoCal Realtor (@the.real.andrew.lewis)

If you’ve ever wondered whether farming works in real estate, you're in for a revelation. 📣 Farming, in real estate terms, is the process of targeting a specific neighborhood with consistent marketing efforts to establish yourself as the go-to agent in that area. Let's dive into a fascinating study that illustrates the power of this strategy.

The Experiment: Establishing a Baseline

A group of real estate professionals set out to explore the impact of targeted marketing on brand recognition within a neighborhood. They began by door-knocking a specific neighborhood and asking residents a simple question: "Who is the top realtor in this area?" The responses varied widely, with many different names being mentioned and no single realtor standing out as the dominant choice. 👎🏼 This initial survey highlighted the fragmented perception of real estate expertise in the neighborhood.

The 8x8 Campaign: A Strategic Approach

To test the effectiveness of farming, the group implemented an 8x8 campaign. This marketing strategy involves sending eight mailers over the course of eight weeks. The twist? They used a fictitious realtor's name and image on the mailers to ensure the results would clearly reflect the impact of the campaign, rather than pre-existing recognition. ✅ Each week, residents received a new piece of mail promoting this non-existent realtor, complete with professional branding and a compelling call to action.

The Results: Measuring the Impact

At the end of the eight-week period, the group returned to the same neighborhood to conduct another round of door-knocking. They asked the same question: "Who is the top realtor in this area?"

The results were astonishing. The name that now dominated the responses was that of the fictitious realtor featured in the mailers. 🙌🏼 Despite not being a real person, this "realtor" had become the most recognized name in the neighborhood. The experiment clearly demonstrated the power of consistent, targeted marketing.

The Lesson: Consistency and Effort Pay Off

This case study provides compelling evidence that farming works. The key takeaway is the importance of consistency and persistence. By consistently delivering your message to a targeted audience, you can significantly enhance your brand recognition and establish yourself as the leading expert in your chosen area. 🔥

So, for any real estate professionals doubting the effectiveness of farming, take this experiment as a powerful lesson. Mailers and farming strategies do work, but they require commitment and sustained effort. If you’re willing to put in the work, the rewards will follow.