The “Vertical Farming Strategy” for Landing More Listings By Doing Less

As a REALTOR, you've heard the word farming, right?

Well, I want to give you a different thought process on farming that I think will be really unique:

Instead of doing a shotgun approach where you're sending out a generalized postcard or letter (which can be effective if done right), I want to introduce you to what I call “Vertical Farming.”

So instead of reaching out to 200 people, reach out to 20. And with those 20 people, go deep.

Here’s how: I might send them a CMA or a neighborhood report (both of which you can generate for free at NAR.com if you're a REALTOR). That system allows you to create a beautiful 81-page report on someone’s home anywhere in the country.

You can choose between a seller report or a neighborhood report (which might be shorter, maybe half the size).

Then, add a cover letter that says something like:

“Hi, my name is Jim. I'm with ABC Real Estate. I'm reaching out to a select handful of people in your neighborhood today to give you a quick update on your home value. I know you didn’t ask for this, but as a local expert, I wanted to provide this info. It may help you with estate planning or insurance planning down the road. And of course, if you're ever interested in selling or just want to have a conversation about your home equity, I’d be happy to chat. I also offer this service to anyone in the city/county—so if you know someone who might benefit, please let me know.”

This is farming at a deep vertical level.

Now, that person will get your cover letter along with a detailed 30 to 80-page report. It all comes in a large, professional-looking envelope, not a standard postcard.

When they open it, they'll think, “Wow—this REALTOR didn’t just send a generic marketing piece. They actually went deep.”

Here’s why it works:

Statistically, 1 out of every 20 people you send this to is likely to sell within the next year. About 5% of the population moves annually. So every time you drive through a neighborhood, just remember: 1 out of every 20 homes will hit the market in the next 12 months.

Which means, one person in every group of 20 you mail will likely respond or show interest.

And the other 19? Most won’t toss it. They’ll keep it because it's valuable information.

They’ll likely file it with their tax documents. And when they’re ready to sell, they’ll circle back to you.

It’s a really unique and powerful approach to farming. Test it. Try it in your market.

Run A/B tests. Compare the neighborhood report to the CMA style. See what gets better traction. Find what works best for you—and I guarantee you’ll see great results.
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Why do Brokerage Owners, Office Leaders, Team Leaders, and Solo Agents choose Jim to be their coach?

+ 32 Years of Real Estate Sales, Management, and Coaching Experience
+ Top 1% REALTOR Himself (he has been in the trenches)
+ Opened his First Real Estate Company at 23
+ Grew his Real Estate Company to 17 Offices (largest in Oregon)
+ His Current Team Closed $1.4 Billion in Sales in One Year
+ He is a Current Real Trends Top 500 Broker

When you work with Jim there is no "team" of coaches - you are being trained by Jim and tapping his knowledge and experience.

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