Farming via direct mail proven statistically and through my experience is a waste of money. Getting business comes from asking people you know for referals and keeping yourself in front of people you know. Sometimes, they know of someone buying or selling, but don't think to "call you" and really it's not their responsibility to do that. However, it is your job to keep cards in their wallets and to call them often enough so that they pass names to you. I know agents that have farmed for 5 years and have never received one lead out of it. However, they have been complimented on the nice quality of their mailings. Personally, I'd rather see an agent spend money on a good quality headset that is connected to the database on their computer, so that contact list can be run down, automatically dialed, and connections made with people on the end of the phone.
Sending cards on holidays with a business card is appropriate and ask for the referal. I also send a token or two (item of value) 2x a year. That's mostly to say thank you for your business and for whatever referals you give me. It's not get to them to give them to me. We have to remember that people are busy and they don't have a tendancy (or responsibility to us) to pickup the phone and call every time they hear of someone that is buying or selling. So timing is everything and being there on the phone with them, when that happens, is what brings new business. In the meantime, if you have a good relationship with your customers and friends and family they will normally call you when they are ready to buy or sell..I would hope.
Delaine Campbell, REALTOR
Long and Foster Historic Old Town Office
CRS, ABR, e-Pro