Spheres & Farms™

Effects of economic cycle turns can differ broadly between geographic farming and sphere marketing, and differ as well among different marketing spheres. Data are insufficient to measure these differences—we have scant information about who the clients are and how agents contracted them.

The economic track marks and summarizes the current economic conditions influencing home selling markets; calibrates the number of listing and selling opportunities available per turn, as well as fulfilled or sidelined demand; and provides a vehicle for enacting the effects of certain events.

Except where it leads to inquiries or referrals for listings outside the area farmed, the listing opportunities resulting from geographic farming are limited by the availability and quality of properties in that area. Sphere marketing presents no such constraints, and produces more reliable returns.

At their most basic, agents’ salient characteristics are their preference for listing business or selling business, and their social engagement. Agents are assumed to have social connections to certain geographic, cultural, professional, or business communities.

The brokerage brand owners, and their managing brokers, are confronted with a difficult task: assembly of a self-directed, independent sales force that can be piloted toward the brokerage’s strategic objectives amid economic and regulatory uncertainty.