The farming letter is our core craft: one letter, written once, personalized for every homeowner on your farm. Every sample below is a real letter, the exact way it arrives in the mailbox — organized by the moments a farming agent actually sends them. Steal any of them, word for word.
What a farming letter looks like
You write your letter once. The extra columns in your list, like Neighborhood, Last sale price, become merge fields, and every homeowner on your list receives their own copy with their own facts in it.
THE LETTER YOU WRITE ONCE
RE: {street}
Dear {first_name},
I just wanted to let you know the market in {neighborhood} is really hot right now, and we have a crowd of buyers looking for a home like yours. One just around the corner sold for {last_sale_price} last week, well over asking. If you have ever wondered what yours is worth today, I would be glad to stop by with a free, no-pressure price analysis. Call or text me anytime this week.
WHAT SARAH RECEIVES
RE: 14 Maple Court
Dear Sarah,
I just wanted to let you know the market in Maple Grove is really hot right now, and we have a crowd of buyers looking for a home like yours. One just around the corner sold for $745,000 last week, well over asking. If you have ever wondered what yours is worth today, I would be glad to stop by with a free, no-pressure price analysis. Call or text me anytime this week.
The gold highlighting is just to show the merge fields. The real letter is pure ink, written in real handwriting, with no marks at all.
Browse by moment
Listing EventsJust listed, open house, just sold — the farm hears it from you first.
Listing OpportunitiesExpireds, FSBOs, absentee owners — aimed at a specific situation.
RelationshipsPast clients, referrals, new neighbors — the letters that compound.
1. The quarterly cadence
A farm stays warm between the event letters. These two go out on a rhythm — the same letter with fresh facts each quarter — so you are the agent the neighborhood thinks of before there is any reason to.
QUARTERLY NEIGHBORHOOD TOUCH
Recurring — four times a year
Dear Sarah,
Just a quick note to say I am still here, still working Maple Grove, and still happy to answer anything — what the house down the street sold for, whether now is the moment to renovate, or which contractor I would trust on a roof. No agenda today. Keep this on the fridge; it will still be good next season.
NEIGHBORHOOD MARKET UPDATE
Recurring — rotate the numbers each quarter
Dear Sarah,
Three homes have sold within four blocks of you since spring, and the shortest lasted nine days. Things move fast in Maple Grove right now. If you have ever wondered what that pace means for your own front door, I can send you the numbers for your street in particular — free, and yours to keep.
2. Listing events
The moment something happens on the farm, the farm should hear about it from you first. These three arrive the week of the event — the highest-read letters a farming agent sends.
JUST LISTED ANNOUNCEMENT
One-off — day the sign goes up
Dear Sarah,
We just listed 22 Willow Bend at $525,000, and the showing line has been nonstop since Saturday morning. Neighbors always ask me what a sale like that means for their own home. If you are curious what yours would fetch this season, call or text me — I will gladly run the numbers, no strings attached.
OPEN HOUSE INVITE
One-off — three to five days before
Dear Sarah,
I am hosting an open house this Sunday from 1 to 3 at 22 Willow Bend, just around the corner from you. If you have wondered what homes in Maple Grove are selling for, seeing this one in person is the fastest way to find out — and the cookies are warm. Stop by and say hello.
JUST SOLD PROOF
One-off — the week it closes
Dear Sarah,
22 Willow Bend is sold — five offers, $38,000 over asking, in eleven days. Neighbors always ask what a result like that means for their own home. If you would like to see what yours would fetch in this market, call or text me. I will run the numbers, no strings attached.
3. Listing opportunities
These meet a homeowner in a specific situation. Draw Your Farm hands you the openings — expireds come off the MLS, FSBO signs go up, absentee owners live at another address — and the letter does the rest.
EXPIRED LISTING
One-off — days after it comes off market
Dear Sarah,
I noticed the listing on Willow Bend came off the market last week. That is a frustrating place to be — and usually it is not the house. It is price, presentation, or patience. If you are still thinking about selling, I would be glad to show you exactly what I would do differently this time.
FSBO OUTREACH
One-off — when the sign appears
Dear Sarah,
Saw the sign go up on Willow Bend — congratulations on going it alone. It can absolutely work. If it would help, I will share the three things I have seen cost For Sale By Owners the most money, free, whether or not we ever do business together. One conversation, no obligation.
ABSENTEE OWNER
One-off — anytime, all year
Dear Sarah,
You own the home on Willow Bend, and I keep a close eye on that block for owners who live elsewhere. If you ever consider selling or renting it, I can tell you what it is worth today and what is changing on that street — a local on your side, whether we work together or not.
CIRCLE PROSPECTING
One-off — two streets around a new listing
Dear Sarah,
I just listed a home two streets over in Maple Grove, and half the neighborhood has stopped by to ask what the market is doing. If you have been quietly wondering what your own home is worth, I can have real numbers for your street to you by tomorrow. No pressure — just good timing.
4. Relationships
The longest-ROI letters on the page: they deepen a relationship instead of starting one. Send them a few at a time as your farm matures — these are the letters that turn clients into advocates.
PAST-CLIENT CHECK-IN
Occasional — anniversaries and market swings
Dear Sarah,
It has been three years since you bought your home on Maple Court, and the market has been on quite a run since. Homes nearby have appreciated faster than most owners realize. If you ever wonder what yours would list for today, I am happy to send a free, up-to-the-minute valuation. No pressure — just neighbors talking numbers.
REFERRAL ASK
Occasional — once or twice a year
Dear Sarah,
Nearly all of my business comes from someone like you introducing me to a friend or neighbor thinking about a move. If anyone comes to mind, I promise to treat them exactly the way I treated you — and better. Who is on your mind? A name is all I need.
WELCOME TO THE NEIGHBORHOOD
One-off — right after they move in
Dear Sarah,
Welcome to Maple Grove — you picked a great street. If you need anything while you are settling in — a plumber I trust, the best coffee within a mile, or just someone who knows the neighborhood — I am easy to reach. Keep this card; you never know when you will need it.
How many merge fields can a letter use?
Every letter can call on first name, last name, street, city, state, ZIP and phone. Beyond that, up to fifteen of your own columns from the CSV you upload become merge fields too: neighborhood, last sale price, home type, school district, whatever your list already knows. If your list carries it, your letter can use it.
Letters are capped at 436 characters, which keeps every one to a single handwritten page. Every sample on this page sits close to that cap on purpose, so you can see how much a real letter can say.
Ready to send one? Draw your farm — we supply the list, or upload your CSV — you supply the list.