How to Build and Maintain a Geographic Farm

By Matt Brown

Matt Brown is a 20-year real estate industry veteran and has worked every aspect of the industry representing sellers, buyers, investors, and banks, in both the residential and commercial markets.

In today’s competitive real estate market, establishing a geographic farm can be a game-changer for your business. It not only helps build your brand but also ensures a consistent stream of clients who need your services. Here are a few essential tips and a basic process to get you started with geographic farming:

1. Pick the Geographic Area. Choose an area that doesn’t already have an agent dominating with a 20% market share. Most areas will meet this criterion, making it relatively easy to find a suitable location. Consider the price points as well. Higher price points like a million-plus tend to have lower turnover rates compared to properties in the $300,000 to $400,000 range. Think about turnover and select a neighborhood accordingly. It doesn’t have to be where you live, but it could be.

2. Determine the Number of Homes. Start with a manageable number of homes in your farm, ideally between 500 to 1,000. This allows you to set up a consistent communication system with your farm, and you can always expand later.

“Building and maintaining a geographic farm requires strategic planning and consistent effort.”

3. Plan Your Touchpoints. Decide how frequently you will engage with the people in your farm. Aim for at least six to 10 touch points throughout the year. For example, if your farm has 1,000 homes, you could aim to knock on 100 doors a week, covering the entire farm in 10 weeks. This way, you can connect with each home six to 10 times a year. It’s a cost-effective method, especially if you start by simply knocking on doors.

To enhance your engagement, consider sending out monthly mailers such as postcards or market updates. Additionally, plan your visits with a purpose. If you aim to visit 10 times a year, have 10 different reasons or materials to present at the door. This could include market updates from your local MLS or board that provide current real estate statistics in the area.

Building and maintaining a geographic farm requires strategic planning and consistent effort. By selecting the right area, managing a reasonable number of homes, and planning frequent and meaningful engagements, you can effectively establish a strong presence and create a steady flow of real estate opportunities.

For personalized advice on setting up your geographic farm or any other real estate queries, feel free to call me at (651)343-3304 or email me at mattbrown@kw.com. I’m here to help you succeed in the real estate market.