Are Farm Areas Still Relevant?

Farm areas are dead and it’s agencies that killed them. But, are farm areas still relevant? In my Coaching Tip today I’ll explain why farm areas aren’t working and how to fix that failure.

Traditionally, active farm areas have been mapped, sectioned and assigned to primary agents. New agents are then issued areas that no one else is working, and given no information about customers or leads for that area. The thing that prevents farm areas from working is a core mistrust and lack of communication between sales teams and property management teams inside of individual agencies.

It’s important to understand the relationship area and the knowledge area. A relationship area pinpoints every single person you know and where they live inside your area. Building a knowledge area involves mapping local businesses, schools, restaurants and other resources, as well as knowing about competing agent stock, other homes on the marketplace and current price points. Agents must have this knowledge to build those important relationships with people in their assigned area, especially past clients and landlords.

It’s time to ask, are farm areas still relevant? If so, we must think differently and have a better conversation about how to become that full service firm. The agency needs to look after the geographical area, whilst individual agents are given the support they need to become knowledgeable experts and build critical relationships in their assigned areas.

I hope you’ve enjoyed today’s Coaching Tip, and I look forward to seeing you here again next week.