CAMPAIGN 07
The half of the business that runs on your worst month.
Every other campaign is triggered by something happening. This one is triggered by the calendar, and it exists because the reason most farms fail is not strategy — it is that the agent got busy in March and never restarted. A farm that depends on remembering is a farm that stops.
How it works.
The data it reads, the argument it makes, and what runs without you.
The data
Segments are built from the platform’s own geography — a tract, a building, a corridor, or a hand-picked set — and each holds a stable membership that updates as ownership changes, rather than a static list exported once and slowly going stale.
The strategy
Pick a small number of segments and be relentless, rather than broad and occasional. Segments are offset from one another so two never land in the same postcode in the same month, which keeps frequency high per household without the whole city hearing from you at once.
The automation
The schedule holds the cycle: which segment, which round, which month, which template, and the brief for that round. A queued round produces a drafted piece for approval on its date whether or not anybody thought about it, which is the only mechanism that survives a busy quarter.
The cycle.
Neighbourhood single family
160 members, quarterly. The segment closest to where the agent already has presence and recognition.
Condominium segment
173 members, quarterly, offset six weeks from segment 1. Buildings behave differently from streets and get their own argument.
Corridor single family
146 members, quarterly, offset again. Together the three cover 479 owners on a standing cycle.
Drafted, then waiting
The round produces a piece for approval on its scheduled date. If you approve it, it goes. If you do nothing, nothing goes — but it is drafted and waiting rather than forgotten.
Being the first name they think of.
Movement produces two opportunities, not one: the property it happened to, and everyone who watched it happen.
The households in the segment
A farm household is not in the market today, and that is the point. You are buying recognition against a decision they will make somewhere in the next several years.
Front of mind is the literal objective here — it is not a metaphor. Most sellers contact only one agent, and two thirds choose someone already known or referred. A farm is the only campaign whose entire purpose is to be that already-known name when the moment arrives.
Everything else that happens inside the farm
A farm segment is not separate from the other six campaigns — it is the same households, and every sale, estate, expiry and rental inside those boundaries fires its own campaign too.
That is what makes a small farm worked hard beat a large one worked occasionally. Inside a tight segment a household hears from you on the quarterly cycle and again when a house on their street sells — which reads as attentiveness rather than volume.
Why they engage before they are ready to commit.
The marketplace lets an owner do most of what they would otherwise need an agent for. The ones who go furthest identify themselves — and they arrive already trusting the source.
Secure your market before someone else does.
One agent holds each California city, and the local farm campaign runs the moment your data loads. Thirty minutes on the platform with the broker, using a live market's real records — then we check whether your city is still open.
- 01We run your city's numbers with you — parcels, sales, feed coverage
- 02You see the morning brief, all seven campaigns and the public site as they actually run
- 03If it fits, we talk about holding the city while the paperwork is done
Book a demo
We only run demos with agents who meet the requirements, so we ask up front rather than spending your half hour finding out.