Increase Brand Recognition with Geo Farming
Everything you need to know to create a profitable marketing campaign and increase your brand recognition
Who should listen: Anyone who wants to improve their brand recognition by getting in front of an audience in a specific area.
Key idea: Geo farming is a long-term game in which you need to be a consistent player to win.
Geo farming (or geofarming, if you prefer) remains a highly popular marketing tactic among real estate agents because it’s an exceptionally cost-effective way to keep their brands in front of potential homebuyers and sellers.
But anyone who wants to increase their brand recognition in a specific area can benefit from geo farming.
In today’s Silver Dollar episode, we address several aspects of farming, including:
- the three types of farming
- how to choose a farm
- why farming works
- how often you should reach out to your audience
- the type of content that is most effective when farming
- the types of campaigns you can run
One thing we don’t discuss in the episode that we want to include here is the difference between brand recognition and brand awareness. The terms are often used interchangeably, but the distinction is important if you are going to have the appropriate expectations of your farming efforts.
What’s the difference between brand awareness and brand recognition?
When running a business, regardless of what type of business it is, your #1 priority is to ensure that people know you exist.
They don’t need to be ready to buy; in fact, they don’t need to know what you sell, your value proposition, or your pricing—nothing else matters if they aren’t aware of your brand.
The next step is to turn brand awareness into brand recognition.
Brand recognition happens when people become familiar with who you are, and familiarity is the result of being consistently in front of your target audience with your marketing. Put familiarity and consistency together, and you have audience recall and top of mind awareness.
To turn brand awareness into brand recognition, Forbes recommends you do three things:
- Focus on the right audience.
- Differentiate yourself from your competitors.
- Be consistent.
Farming is a way to do all three.
How do you move your business from brand awareness to brand recognition?
As we said above, promoting brand awareness is simply a matter of ensuring that your target audience knows you exist. A few flyers, phone calls, or postcards that connect you with the right people make that a fairly easy task.
But awareness . . . well, that alone doesn’t do your business much good.
Enough? Absolutely not.
To develop genuine brand recognition, you need to engage your target audience with the right marketing.
Focus on the right audience
We’ve noted many times that the riches are in the niches, so, when farming, the first thing you want to do is identify the proper farm. We provide you with an explanation of three choices for how to begin:
- Geographic farming: Select an area based on zip code, subdivision, neighborhood, etc.
- Demographic farming: Select an audience based on profession, age, income level, etc.
- Predictive behavior: Using predictive analytics, identify who in your target audience is likely to move within the next six months, or who is going to turn 65, or who just sent their last child to college, or who experienced another significant life event.
Professional’s Note: We spend some time discussing how predictive analytics works and how you can get a FREE analytics report from ReminderMedia.
After selecting the most appropriate type of farming for you, you’ll want to play to your strengths and do a little math. We explain both during the episode.
Differentiate yourself from your competitors
Amidst the turbulence of information overload and the humungous amount of offline and online advertising to which we are exposed daily, it is remarkably difficult for any business to stand out in a positive way.
But that’s what’s needed if you are going to succeed.
One way to differentiate your business is to share high-quality content that your audience will value. When you listen to the episode, you’ll hear us talk about valuable content in terms of its ability to educate, entertain, and endear. (We call it the 3 Es.)
By far, the biggest mistake businesses make when they start to farm is that they give up too soon.
Farming is a long-term game. If you don’t have the patience to wait at least a year to see any ROI, then farming isn’t for you.
Whether geo farming, demographic farming, or farming based on predictive behavior, you need to give your campaigns time to take hold. Repeated exposure to your brand and message is necessary to move you from mere awareness into the promised land of long-term memory and brand recognition.
Connect | Resources
- Webinar: Geographic Farming Webinar: A Clear Path to Exponential Growth
- Book: The Millionaire Real Estate Agent: It’s Not About the Money It’s About Being the Best You Can Be
- FREE predictive analytics list: staypaidpodcast.com/postcards
- Blog: The Only 3 Real Estate Content Ideas You’ll Ever Need
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