5 Reasons Geographic Farming is an Essential Tool in the Digital Age (or Zillow Era)

How many of you were really all that surprised when Zillow announced it would be launching a brokerage, Zillow Homes, starting in January 2021? My guess: Not too many. We’ve all watched the tech company grow its suite of services since launching its website in 2006. It’s morphed from an online portal that gives the public access to listing information (the kind once limited to licensed real estate professionals) into what it calls an “on-demand experience for selling, buying, renting and financing”—basically a one-stop shop, with offerings covering pretty much every step of the process.

Although the company offers a variety of pay-to-play ways that agents can partner with the platform, it’s easy to see why many in the industry feel the online giant poses a threat to trained professionals on a local level—people who have worked years fostering relationships and who hold keen knowledge about the communities within their sphere of influence. The company has faced its share of lawsuits because of it, including an antitrust suit filed in March.

Yes, there are other online sites that give consumers what was once privileged access to listings. But it’s tough to debate the power that Zillow wields in the industry. Proof of its popularity is everywhere. There was the Saturday Night Live sketch in February spoofing the browsing habits of millennials. (“You’re in your late 30s. Time for a new fantasy—on Zillow.”) The premise proved on point in April, after 49 percent of people polled on their Zillow use revealed they would choose browsing the site’s listings over sex¹. (More on that study later.) Some weeks later, Time magazine named it among its inaugural list of 100 Most Influential Companies in the World, noting its 9.6 billion visits to the website and app in 2020.

So is this a modern-day battle between a David and a Goliath? Perhaps. Two things, however, are certain in this digital age: An agent’s best weapon is a robust marketing plan, and geographic farming is more critical than ever.

Here are five reasons why the two go hand-in-hand.

 1. Experience Matters

Like the saying goes: “Please don’t confuse your Zillow search with my real estate license.” Nothing can replace the knowledge and customer service that a local professional can provide. You know that, but the challenge is communicating it to your target audience. The best way to do it is with a marketing plan that establishes your place as a leader in the field. Invest in your geographic farm—it establishes you as the expert in the region. Use social media and direct mail to tout your successes and keep your name in the spotlight—and do it on a consistent basis.

2. Market Knowledge is Key

Another finding in that study, conducted by California-based Surety First: People are curious about pricing in their neighborhoods as well as the value of their friends and colleagues’ homes²—and online sites like Zillow and Redfin give them instant access to property estimates. But as you well know, those automated valuations don’t take into account things beyond the basics—factors that a professional with boots on the ground knows can impact a home’s value positively or negatively. That’s something your prospective clients probably don’t realize, so it’s up to you as the market leader to enlighten them—without insulting their intelligence or slamming a site they may truly enjoy browsing. (Remember that study.) Use your social media channels, and farming letters, postcards and other printed materials to share your market insights.

3. Personal Touch is a Plus

You just can’t compare an automated experience with the human factor. And while there will always be those folks who think they can handle the sale and purchase of property on their own, a lot of people still appreciate the expertise of an industry professional. Think about all of the questions clients have called you with at odd hours. If you know your farm, chances are you were able to give an answer on the spot or within short order. And then there’s the paperwork and processes—that alone can be a daunting task for a layman. It’s important to let clients and prospects know just how integral you will be in the home buying and selling experience—and how it will differ from one of those one-stop-shop online experiences.

4. Relationships Count

Jazz musician Ornette Coleman once noted that he “never had a legitimate business relationship with a company.” Rather, it was the “personal relationship with someone in the company” that counted most. He was talking about record companies, but the sentiment carries over to all industries, including real estate. Relationships build trust. Of course, you have to work at it. That means staying in touch even after the sale is done. Yes, the longer you’re in business, the harder it is to do that. Fortunately, we have social media now! Friending and following are great ways to stay in touch with clients and foster “personal” relationships after the deal is done—and it requires very little time or effort. And when you gain clients’ trust, chances are they’ll turn to you—or refer you to friends—when they’re ready to move again.

5. Branding is Everything

There are so many reasons branding is a key component to a company’s success. High on the list: It creates an identity; it establishes an organization’s place in the industry; and when used effectively in a campaign, it can play an important role in generating new business within a target audience. The most effective branding strategies cover multiple channels (digital, direct mail, etc.) and keep the momentum going. It’s not a one-and-done effort—the first hit is followed up with additional communications to build brand awareness, and they all should include a call to action. (That means the company’s contact information should be super easy to spot.)

If there’s any lingering doubt about the importance of real estate farming and its place in a marketing strategy, consider these other findings from Surety First’s Zillow survey, which queried more than 1,000 people.

• 55 percent said they spend between one and four hours a day on the site
• 58 percent confessed to missing a deadline due to excessive browsing
• 48 percent said their use increased during the pandemic

As alluring as online real estate platforms may be to consumers, when it’s time to get down to business, there’s no replacing the personalized service an agent who’s an expert in a particular region can offer. But the onus is on you to prove it to your clients and prospects. And Private Label Media can help. We’ve partnered with top real estate professionals who tout $1.2 billion in career sales and boast $437.8 million in sales volume nationally. When you claim your geographic farm with us, we’ll produce polished and beautifully designed luxury lifestyle magazine with your company’s branding and your most prized listings in the spotlight. And we guarantee exclusivity, setting you apart from the competition in a most impressive fashion.

Executive sales coach Patricia Fripp said it best: “It’s not your customer’s job to remember you. It is your obligation and responsibility to make sure they don’t have the chance to forget you.” Let’s give the folks in your geographic farm something memorable. Visit privatelabel.media and let’s get started!

SOURCES AND FOOTNOTES

1 “House Hunting for Fun—Are Zillow Users Obsessed?” by Jeremy Schaedler, Surety First, April 7, 2021, californiacontractorbonds.com

2 The Surety First study found that 42 percent of respondents looked up property values in their neighborhoods, 53 percent checked the value of their boss’ home, 63 percent checked the value of a friend’s house.