Doorlark
Short answer: a farming letter that gets calls is short, local and specific. It gives one fact about the neighborhood market and one easy offer, and it goes to the same homes every month. Send it to every home in the area, not just homes you picked off the MLS.
Two rules before the first letter
- Mail the whole area. NAR's Standard of Practice 16-2 allows general mailings to everyone in a geographic area. Article 16 makes it unethical to target owners whose homes are exclusively listed with another broker, when you picked them from MLS data or signs. Leave active listings off any list you build that way.
- Talk about homes, not people. Don't comment on who lives in the neighborhood or say it's changing. Standard of Practice 10-1 bars activity that could lead to panic selling or steering.
6 letters to copy
Hi neighbor, I'm [Name], an agent with [Brokerage]. I'll be sending a short note each month with what's selling in [neighborhood]: closed sales, days on market and what buyers asked about. No sales pitch. This month: [number] homes sold here in [month], [or: one home sold, on (street)]. If you'd rather not get these, text STOP to [phone] and I'll take you off the list. [Name] · [Brokerage] · [phone]
[Neighborhood] in [month] Sold: [address], [beds/baths], [days] days on market Sold: [address], [beds/baths], [days] days on market Active right now: [number] homes One thing I noticed: [true observation, like 'homes with updated kitchens went under contract in the first weekend']. [Name] · [Brokerage] · [phone]
Hi [first name], If you've wondered what your home on [street] would sell for, I can send a value range based on the last 6 months of sales near you. You don't have to meet me, and I won't call unless you ask. Text "VALUE" and your address to [phone]. [Name] · [Brokerage]
Hi neighbor, If you're thinking of selling in [season], the work that pays off usually starts [number] weeks ahead: [repairs / paint / decluttering]. I put together a one-page prep list for homes on [street]. Text "LIST" to [phone] and I'll send it. [Name] · [Brokerage]
Hi [first name], [Address] just sold [after / in] [days] days. If you're curious how your home compares, I can send you the 3 closest sales from the last 6 months. [Name] · [Brokerage] · [phone]
[Neighborhood] contacts for the season Leaf pickup: [date] Property tax appeal deadline: [date, from the county assessor] Recycling changes: [detail] Keep this on the fridge. Questions about the market? [phone] [Name] · [Brokerage]
Pull dates for letter 6 from the county or city website and name the source on the letter.
How to run a farm
- Pick an area you can afford to mail monthly for a year. Price your list size times postage times 12 before you start. The lead cost calculator shows what each closing would cost at your budget.
- Same homes, every month. One letter is an ad. Twelve are a habit.
- Track replies. Use a unique text keyword per letter so you know which one worked.
- Follow every sale with a just sold postcard, but only for deals you were part of.
General information, not legal advice. Use only market data your MLS allows you to share, and include your firm name on every mailer under Standard of Practice 12-5.
Sources
Checked Oct 28, 2026.
Related
- Just sold postcard wording: 7 examples.
- Expired listing scripts and letters: for homes that came off the market.
- CMA template: answer the "what's it worth" replies.
- Seller net sheet calculator: the next step after a value request.
FAQ
What should a real estate farming letter say?
One local market fact, like recent sales and days on market, and one low-pressure offer, like a home value range. Keep it under 150 words and include your name, phone and firm name.
How often should I send farming letters?
Monthly to the same homes is a common plan. What matters most is staying consistent for at least a year, so budget for 12 mailings before you start.
Can I send a farming letter to a home that's listed with another agent?
A general mailing to everyone in an area is allowed under NAR's Standard of Practice 16-2. Targeting owners you identified as exclusively listed with another broker is unethical under Article 16, so remove active listings from any list you built from MLS data or signs.
What should I avoid in a farming letter?
Comments about who lives in the area, claims that the neighborhood is changing, and promises about what a home will sell for. Stick to closed sales and your service.