If you’ve been thinking about farming but never fully committed to it, this is your sign. Real estate agent Steve Robertson has built a system that’s not just smart, it’s wildly profitable. We’re talking six-figure months from one neighborhood using basic tactics, executed consistently.
In this episode, you’ll get a behind-the-scenes look at the strategy he developed over 10 years farming in West Austin. From postcard schedules to handwritten letters, local events, and open house hacks, Steve shares exactly how to build a relationship-based business that grows year over year.
This isn’t a complicated funnel or a shiny new platform. It’s real estate done right: show up, serve your neighborhood, and stay consistent. Let’s break it down.
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Steve Robertson’s Six-Figure System
If you’ve been thinking about farming but never fully committed to it, this is your sign. Steve Robertson didn’t reinvent the wheel. He just built a system around showing up, staying consistent, and adding value to his community, and it turned into six-figure months.
For over a decade, Steve has farmed a single neighborhood in West Austin. The result? Over 40 homes sold in one community, a pipeline that consistently brings in $50K to $75K per year from that farm alone, and a reputation as the go-to local expert. In this episode of the RealtyHack podcast, Steve breaks down his entire farming playbook: how he picks neighborhoods, how often he mails, what kind of events he hosts, and why consistency beats everything else.
If you’re ready to stop throwing money at one-off postcards and start building a long-term listing machine, this is your roadmap.
Farming Is a Mindset, Not Just a Marketing Strategy
The biggest mistake agents make when it comes to farming is inconsistency. One postcard, one season, and then nothing. That’s not farming—that’s just marketing.
Steve treats farming like actual farming. You till the soil, plant the seeds, and harvest later. That mindset has helped him stay the course through every season of the market.
He recommends thinking of farming as a long-term relationship, not a lead-generation shortcut. When you show up regularly with value, people start to trust you. Over time, you become the local expert by default.
Keys to Farming Like a Pro:
- Start with a neighborhood you know or feel comfortable working in.
- Choose homes that are 5–7 years old (most likely to turn over soon).
- Stay consistent with mailers, events, and branding.
- Don’t overthink the design, just show up with relevant, local information.
Your goal isn’t to get a call after the first postcard. Your goal is to be the first name they think of when they’re ready.
What This Looks Like in Practice:
- Steve averages 2–3 listings a year from one neighborhood (Rocky Creek).
- Over $50K in GCI comes directly from this farm annually.
- He’s sold more than 10% of all homes in the neighborhood.
If you’re wondering whether farming still works in 2025, Steve is the answer.
The Ideal Farming Schedule: What to Send and When
Most agents ask, “How often should I send mailers?” Steve’s answer: six times per year, minimum.
He breaks it down into a seasonal cadence that mirrors market momentum and keeps him top of mind year-round. He sends postcards or letters:
- Early Spring (Feb–Mar): Intro letter with stats and positioning
- Early Summer (May–Jun): Market updates, seller insights
- Fall: Recap, sold listings, upcoming opportunities
- Winter: Holiday notes, off-season prep
- Bonus: Letters tied to open houses, events, or fundraisers
- Bonus: Quarterly infographic cards with 5-year neighborhood stats
Each piece isn’t just a “Just Listed” postcard, it’s a conversation starter.
Types of Content That Work:
- Infographic postcards with local market stats
- Letters introducing yourself as the neighborhood expert
- QR codes linking to your Linktree, listing videos, or scheduling pages
- Hand-signed letters with personal notes or value-adds
- Community updates, like new schools, zoning changes, or development news
Steve emphasizes quality and personalization. Every envelope is stamped (not metered), hand-signed, and stuffed with care. It’s work, but it’s worth it.
“What would I do for $20,000? I’d fold letters, stamp envelopes, and lick stamps all day long.” – Steve Robertson
How to Pick the Right Neighborhood to Farm
This isn’t about casting a wide net. It’s about focus.
Steve recommends farming neighborhoods where:
- Homes are 5–7 years old (prime selling window)
- Price point matches your comfort level and current listings
- You have knowledge, credibility, or access (or all three)
- The size is manageable, don’t farm 3,000 homes out the gate
His sweet spot is neighborhoods with homes between $750K and $1.5M. These sell well, offer strong commissions, and aren’t overly saturated with high-end agents.
He also stresses the importance of comfort level. Don’t farm million-dollar neighborhoods if you don’t feel confident selling that price point yet.
Event-Based Farming: Turn Your Face Into a Brand
Steve doesn’t stop at the mailbox. He creates experiences.
By hosting local events, Steve becomes a visible, approachable presence in the neighborhood. Not a salesperson, just a neighbor who happens to be great at selling homes.
Here are a few of his signature moves:
1. The Caboose Cup (Annual Fundraiser)
An annual golf tournament to raise awareness for colon cancer prevention. It has nothing to do with real estate, yet it’s one of the best brand-building activities Steve does.
2. Pups & Pints
This genius event combines dog lovers and beer drinkers. Steve rents a brewery, provides free beer, hires a photographer, and offers professional pet portraits in exchange for email addresses.
3. Local School Sponsorships
Shirts, banners, and sponsorships at the local elementary school build recognition fast, and it’s all about community, not sales.
Each event is promoted to the same 500 doors he farms via postcards and letters. It’s the perfect touchpoint strategy: mail + social + in-person.
Leverage Open Houses as Hyper-Local Lead Magnets
Open houses are one of the most underutilized opportunities for farming.
Steve still does them every weekend, even after 20 years in real estate. Why? Because they work. A recent open house led to three buyers walking in together, and two of them are now under contract for homes over $1.5M.
Open houses create multiple layers of visibility:
- Neighbors see your signs and balloons
- Curious homeowners walk in and meet you
- You collect buyer leads and seller signals
- You follow up with everyone after
Every open house is an excuse to send a follow-up letter or postcard. It’s part of the ecosystem.
Don’t Just Mail, Retarget, and Digitally Farm Too
Steve’s strategy doesn’t stop at direct mail.
Using tools like Remine, he pulls addresses and emails for the neighborhood and uploads them into Facebook and Instagram as custom audiences. Then, he runs ads promoting his CMAs, video updates, or community stats.
He also sends a monthly email update, simple, local, and valuable. Nothing flashy, just consistency.
This adds another layer to the farm:
- They get a postcard in the mail
- They see your signs at an open house
- They watch your video online
- They get an email from you each month
- They attend an event where you’re hosting or sponsoring
Suddenly, you’re everywhere.
Farming Isn’t Easy, But It’s Simple (And Profitable)
Yes, it’s time-consuming. Yes, it requires effort. But as Steve says, this is relationship-building, not just advertising. Farming is a long game, and one that pays off when done right.
Steve’s Farming ROI:
- 1 neighborhood (400 homes)
- Over 40 listings sold
- $50K–$75K per year from that farm alone
- 2–3 listings per year, like clockwork
For roughly $3,000 in annual expenses, the return speaks for itself.
If you’re sitting on a neighborhood and doing nothing with it, you’re leaving money on the table.
Want to Learn More? Listen to the Full Podcast Episode 🎧
In this episode, Steve breaks down:
- His entire 12-month farming blueprint (and offers to share it for free)
- How he consistently earns six figures from a single farm
- The simple mindset shift agents need to succeed long term
- Creative event ideas like Pups & Pints and The Caboose Cup
- How to combine postcards, open houses, and social media for max visibility
🎙️ Tune in now and learn how to build a sustainable listing machine with consistency, community, and strategy—straight from one of Austin’s best.
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