When you’re looking to become the dominant agent in a geographic farm, it’s crucial that you think ahead.
That means planning your marketing messaging many weeks (or even months) in advance.
The important thing to remember is that your clients are being won over not immediately, but by a series of carefully considered connections. Whether you’re farming via postcards, email newsletter, Facebook, or another method altogether, you can increase the relevance of your messaging by leveraging holidays, seasons, and other yearly milestones.
Keep reading to find some examples of what a year’s worth of relevant, timely outreach might look like.
Summer
The warmer months can get especially busy for many people. From summer vacations to little league sports, it can be difficult to get someone to pick up the phone (or, honestly, to even get prospects to pay attention).
One way to make a strong impression in the summer is by enhancing all the fun vibes of the season. Send along a delicious recipe, summer safety tips, or even vacation suggestions. Wish the people in your farm a safe, happy Fourth of July. While these things have nothing to do with buying or selling a home, you’re still creating good feelings around you and your business.
Of course, you can still promote your business more directly in other ways. For example, you can target households with school-aged children, reminding them that you’re able to help get the family in a new home before the new school year starts.
Fall
Like summer, the fall is full of opportunities for relevant, seasonal outreach. Between Halloween, Thanksgiving, and the winter holidays (which you’ll want to acknowledge earlier in December), autumn is a particularly festive time of year. Each of these holidays offers an organic excuse for you to send something to the people in your farm—whether that’s a seasonal recipe, a small gift, or simply a greeting.
Plus, because of the relatively mild weather, fall is a popular season for home improvement. Anticipate that some people in your farm will be looking to make a few upgrades and offer low-cost or DIY solutions. By doing this, you’re offering value and building mindshare.
Winter
In January, many of the people in your farm will be thinking about what they want to accomplish in the year ahead. Leverage this knowledge by sharing productivity tips. For example, let your prospective clients know they can get a lot more done by setting S.M.A.R.T. goals.
For many homeowners, the winter is also the time to start thinking about the months ahead—including projects they might want to take on in the warmer months.
Download a PDF sample of American Lifestyle to stay in touch with past clients.
While most people won’t be starting elaborate, outdoor projects in January, they will undoubtedly benefit from home improvement tips that you’ve shared with them ahead of time.
Spring
The spring market is your opportunity to act effectively on all the relationships you’ve been building.
Yes, there are spring holidays you can capitalize on (e.g., Easter, Earth Day, and Mother’s Day). And yes, you’ll also want to continue sharing useful content like home improvement tips and DIY projects. But you shouldn’t shy away from promoting some of the transactions you’ll inevitably have in this busy season.
Send out postcards, Facebook ads, or email blasts promoting your listings and open houses. Make it known to the people in your farm that you’re willing to go the extra mile to sell their homes. This kind of outreach helps brand you as a busy agent who is already helping members of the community and, therefore, should be trusted.
These are just a few of the many ways you can leverage seasonal opportunities to connect with the people in your farm. If you’re a ReminderMedia customer, you can take advantage of the many designs available on our Print on Demand postcards—we’ll even help you put together a 12-month plan that will resonate with all of your recipients.
