Real Estate Farming Letters: 5 Tips to Create Trust & Win Sales

“Buildings don’t move, but neighborhoods change all the time.”
–Anonymous

It’s odd that this simple, insightful quote is attributed to an unnamed source. It cuts to the heart of a foundational principle of real estate farming and what makes an agent an expert on a chosen territory. If you’re going to farm a geographic area, you’ve got to know it intimately. Neighborhoods change all the time, and you’ve got to stay current with the trends, sales and demographics. And you want to make sure that knowledge is reaching your audience.

One of the most effective ways to communicate all of that to your geographic audience is through farming letters—that includes fliers, post cards, emails and, yes, traditional letters. It’s through these mediums that you can tout your experience, knowledge and expertise.

The most effect letters hit five important areas of interest in the eyes of prospective clients, and they articulate the points that demonstrate you are the expert real estate professional in your geographic farm.

Let’s explore each of these five important topics.

I. Tell Them What You Know

You want to get the message across that your finger is firmly pressed on the pulse of the area. Be sure to cite a few important statistics—recent sales, inventory, pricing, average time on the market. Describe the area in the way a local would and note your roots in the community. Is there something, in particular, that inspires community pride? Is there a cool historical reference that makes this farm unique? Or is the region undergoing an exciting renaissance of sorts? These are all golden nuggets that both appeal to an audience and bolster your standing as an expert on the area.

II. Offer Details About Your Experience as a Real Estate Professional

Establish yourself as an authority—not just in your farming territory, but as an industry professional. Note your successes—don’t be bashful. How long have you been in the field? What’s your professional mantra? What are the core values you hold as a real estate professional? Be specific—details matter, and they aren’t lost on the client.

III.  Share a Personal Anecdote

Offer something that tells your audience a little bit about who you are. Are you raising a young family? That’s an important personal fact that will strike a pleasant chord if a prospective client is looking to move into an area where other young families have settled. Are you caring for aging parents? There’s a brotherhood and sisterhood among folks facing this type of common denominator. If there’s a personal anecdote that you can work into your professional narrative, do it! An example: “We took the kids on a camping trip, and while sitting around the campfire one night, the conversation turned to our last visit to a favorite neighborhood restaurant, and it struck me just how much we really love where we live.” Obviously, you don’t want to fabricate an anecdote or sound too contrived. But if it happens organically, use it to your advantage.

IV. State the Value You Place on Communication

This is a reassuring note for clients and prospects. We all know that buying and selling a home can be an extremely stressful endeavor for an individual or family. Questions can arise at any time of the day or night. So it’s important to let people know that you understand and appreciate the importance of keeping an open and honest line of communication with your clients. Tell them you’re there for them.

V. Note the Resources & Connections You’ve Cultivated Over Time

It’s always nice to know you can get a referral from someone you trust, especially if you’re new to an area. And for a client, you’re that trusted source. Do they need a handy-man? It’s good if you’ve got a guy you can recommend. Are they social butterflies? Direct them to a few of the community’s clubs and civic groups. Help them make the connections that will ensure their efforts to establish roots in the area are fruitful.

Expounding upon each of these five points in your farming materials goes a long way in fostering trust, paving the way to a smooth and successful sale, and nurturing relationships with clients that will yield returning business and new referrals.  All that said, just be genuine and have fun with it!  A hard sales approach might yield a few quick deals, but building strong relationships will serve you for years to come.