If you’re paying for your “Just Listed” or “Just Sold” cards, it may be time to change your strategy. If you only send one “Just Listed” card to an area where you have a new listing, you’re probably wasting your money.

The reason? People don’t remember individual agent names very well. In fact, they’re much more likely to remember your broker’s branding because they see those signs and their advertising in more places.

Nevertheless, the old-fashioned idea of farming works provided you constantly put your name in front of your farm. You can do this by regularly mailing, hosting client appreciation events where you invite clients to “bring a friend,” and conducting first-time buyer and seller seminars. The best way to do this, however, is to obtain plenty of listings, post sold signs on those listings, and then send “Just Sold” postcards.

If you are only sending out a single “Just Listed” card, chances are you’re wasting your money because they’ll remember your broker, not you. Instead, budget to send out five “Just Sold” cards for every “Just Listed” card you send. People always want to know about the final sales price and a “Just Sold” card is the perfect way to get them to pick up the phone and call you to find out.