It will work if practiced with quality information, mailers and consistancy over a year or two. 

That is, IF the community is at the percentage of annual sales that makes it a good farming target.

Consistency is the key.  I no longer  farm a neighborhood with print materials.  I found that most of the post cards and newsletters go straight to the trash bin.  Check to see if the community has a website established.  If so see if you can sponsor it.  Most communities are looking for ways to cut their costs and a subsidy of the website is great.  If not see if they would allow you to advertise with a link to a blog specific to the community.  Sponsor a community event-yard sale, ice cream social something that would bring the neighbors together.  Think outside the box and you might find something better than the usual that every realtor tries.

Hi Catherine.  It absolutely works.  Takes time and persistance, but it works.

Ken

Hello Catherine:

   I know farming does work, and I have two stories to support my statement.  The first story is about a Realtor couple I work with, Dwight and Christy Palmatier.  Dwight and Christy own an area called "Sun River" here in the Sacramento area.  Dwight has been farming the area for years, and the key to his success has been consistency and visibility.  Dwight goes out on a "segway" (bad knees) to drop material, and speak to potential clients on a regular basis.  Given what they have done, Dwight and Christy are almost synonymous with that market. 

   I have another friend who has been involved with websites for individual communities, and his name is Dave Mahoney.  Dave and a partner started a website called "Comunitiesonline.com", which has specific communities that they have targeted.  An example would be woodlandcommunity.com, and it is desgned to be a resource, but also a source of advertising revenue.  It's a great idea, and Dave has enjoyed success.  Feel free to contact me, and I'll get Dave's contact information for you: I'm sure he'll be happy to talk to you. 

Lenn is right. Just about the time I was going to pull the plug on a neighborhood, the first call came in. The idea is that when they need you, something from you will be around. Community info I.E. important events, holidays and phone numbers usually hang around.

Desiree Daniels in NJ has been successful and has tutorials on what she does that works on her blog.  Very good reads!

I also have individual communities on my website as I am digging a digital farm in my area.  I think that tying the internet with smart print promoting those individual communities will lead to success.

I have been working on this plan for two years now so we will see once the print goes out (which I postponed because of our market decline.)

Without question farming works.  It has to be absolutely consistent.  In my pre-Realtor life, the slogan was you have to be in your customer's face SEVEN times before they remember who you are.  Fertilizing your farm is no different.  Each month our farm area gets a market update, an item of value such as a note pad, and an informational letter developed by our franchise and sometimes more depending on the season.  We are relentless, consistent, and very visible.  Sure, it is an expense, but it creates an incredible brand awareness for us.  We are building our business for the future by the farming we are doing now.  The farming I did two years ago, is what is helping to pay the bills now.  It's a longer term strategy and not a get-rich-quick plan.