How Many Homes Should You Farm in Real Estate? (Budget + Response Math Made Simple)

You picked a neighborhood. Good.

Now comes the question that quietly decides whether your farming campaign succeeds… or fizzles out after two months:

How many homes should you farm in real estate?

Too big and you can’t afford to stay consistent. Too small and you limit your opportunity. Most agents guess — and guessing gets expensive fast.

This page walks you through the decision step-by-step. No theory. Just simple math and practical ranges. By the end, you’ll know exactly how many homes to mail so you can farm confidently for months without burning out or blowing your budget.

Step 1 — Avoid the #1 Farming Mistake Agents Make

Here’s what almost everyone does at first:

They say, “If I mail more homes, I’ll get more listings.”

Sounds logical. It’s wrong.

Because postcard marketing isn’t about one mailing. It’s about repetition. Recognition. Showing up again and again until homeowners think, “I see this agent everywhere.”

And repetition costs money.

So when you pick 1,000 homes but can only afford two mailings, you disappear before trust is built. The campaign dies quietly. You blame postcards. But the real issue was size.

Farming really works like this

• Mail consistently
• Build familiarity
• Earn trust
• Get calls months later

If you can’t mail consistently, none of the rest happens.

So before choosing a number, we start with simple math.

Step 2 — Run the Numbers First (So You Don’t Guess)

Forget feelings. Forget “what sounds impressive.”

Let’s talk dollars.

Typical postcard cost (all-in)

• Printing + postage + handling: about $0.60–$0.80 each

Use $0.70 as a safe average for planning.

Now multiply:

• 100 homes = $70 per mailing
• 200 homes = $140 per mailing
• 300 homes = $210 per mailing
• 500 homes = $350 per mailing
• 1,000 homes = $700 per mailing

Now here’s the real question:

Can you comfortably mail that amount every single month for 6–12 months straight?

If the answer feels tight, it’s too big.

Because the moment you skip a month, momentum resets.

Better to go smaller and stay visible.

Now that you see the costs, let’s pick a realistic size.

Step 3 — Choose the Right Farm Size for Your Stage

Think of farming like the gym. You don’t start with the heaviest weight. You start where you can show up consistently.

Here’s a simple sizing ladder

Starter Farm (100–150 homes)

• Perfect for new agents or tight budgets
• Low monthly cost
• Easier to dominate quickly
• Fast recognition

Growth Farm (200–300 homes)

• Great balance of cost and opportunity
• Most agents should live here
• Enough turnover to produce steady listings

Advanced Farm (400–500 homes)

• Higher volume potential
• Requires serious consistency
• Only if your budget comfortably supports it

Notice what’s missing?

Anything above 500.

Bigger usually means diluted presence and inconsistent mailings. Not worth it for most agents.

Once you choose your range, we pressure-test it with expected results.

Step 4 — Do the Response Math (So Expectations Stay Real)

Let’s keep expectations simple and conservative.

Typical direct mail response rates for consistent farming sit around 1–3% over time. Sometimes higher once recognition builds.

What that looks like in real life

• 150 homes → 1–3 conversations per cycle
• 300 homes → 3–9 conversations per cycle
• 500 homes → 5–15 conversations per cycle

Not all conversations become listings — but some will. And over months, these stack.

Here’s the part most agents miss:

Those calls don’t always come immediately. They often show up 3, 6, or 9 months later when someone finally decides to sell.

That’s why steady exposure matters more than one big splash.

So instead of asking, “How big can I go?” ask:

“What size can I mail every month for a full year without stress?”

That’s your number.

Step 5 — Lock It In and Treat It Like a Territory

Once you choose your size, stop adjusting.

Constantly resizing your farm resets recognition and wastes effort.

Do this once and move on

• Download or buy the exact address list
• Load it into your CRM
• Schedule 6 months of mailings in advance
• Commit to consistency over perfection

After that, your job is simple: show up.

Month after month, like clockwork.

Because when a homeowner says, “We keep seeing your postcards,” you’ve officially crossed the line from random agent to trusted local presence.

That’s when listings start feeling predictable.

Next step? Learn how often to mail and how to structure your touches inside that farm: Visit the Real Estate Postcards Hub.

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