GOOF / North Heights — $830K+ SFR · Direct Mail Farm

The farm at a glance

Every figure below is computed from the parcel list named in the header. Nothing on this page is typed in by hand.

1 · The map — hover any pin

Hover shows address, last deed date, years held, owner-occupied vs absentee, market value, year built, size, subdivision and USPS carrier route. Owner names sit in the source file and are deliberately not published.

Every property — 267 rows, newest deed first

Sort any column, filter, drag rows. The first column stays put when you scroll sideways.

Last sale price is MISSING for every row and that is a fact about Texas, not a gap in our work: the list supplies a deed DATE but no consideration, and Texas is a non-disclosure state, so the county does not publish sale prices. It can only come from MLS. We have not invented it.

2 · Is the deed date trustworthy?

Vendor defects on record:

• last_deed_date is NOT reliable across the whole list. The distribution has 190 of 267 rows (71%) in 2023-2026 but only 8 rows in 2020-2022 — the three highest-volume years in Houston housing. A real last-transacted distribution cannot have that hole. Treat recent dates as probably real and pre-2023 dates as suspect until re-pulled with a documented field definition.

Deed year distribution, as supplied:

3 · What it costs

Quote of 2026-04-29 — Holly Borham email 19dda8a1d914e4c9 — current KW Luxury print vendor, loose estimate — on a basis of 250 pieces.

The same quote applied to the list sizes the source itself put on the table:

4 · How effective can we be

Available listings = farm size × a published turnover rate. Won listings = available × farm share. None of this uses the vendor deed dates.

Sources — turnover. Redfin, “Only 28 Out of Every 1,000 U.S. Homes Changed Hands This Year—The Lowest Turnover in Decades” (2025) — Houston metro 23.3 per 1,000 (2.33%), U.S. 28 per 1,000, 2019 40 per 1,000. Cross-checked against NAR Existing-Home Sales and HAR 77018 price trends — HAR was bot-walled to us on 2026-08-08, so it is NOT VERIFIED and is listed for Joseph to open by hand.

Sources — response rate and farm sizing (three independent, all searched): CRST, “Real Estate Direct Mail Response Rates: Agent Benchmarks” (real estate ~3.32% citing ANA/DMA; geographic farming 1–3% in year one) · DirectMail.io, “Real Estate Direct Mail: The 2026 Just-Listed, Just-Sold, and Geographic Farming Playbook” (2.7–4.4% prospect / up to 9% house list; farm 500–2,000 homes at 5%+ turnover; $0.65–$1.10/piece all-in; 2–4 listings/yr on a well-run 1,000-home farm; 12-month minimum) · reMail Direct, “Direct Mail Response Rates: Benchmarks & Tips” (ANA/DMA house list 4.4%, prospect list 2.7%; oversized postcard 4.25% vs 3.5% letter) · Jamil Academy, “Real Estate Postcard Marketing: ROI Math for Agents” (500-home sweet spot, ~$1/piece budgeting, 7–10 touches before recognition, 1–2 closings year one) · SmartZip, “Real Estate Farming Direct Mail 101” (300–500 homes; monthly, quarterly as the floor).
Provisional. The response rates are repeated by vendors citing ANA/DMA rather than published by ANA directly, and we could not open the primary ANA Response Rate Report. Treat every response rate here as a vendor-sourced range, not a measured fact about this farm.

Sources — postage and format. USPS Business Mail 101 — Letters (machinable letter maximum 11½″ × 6⅛″ × ¼″; over that, a non-machinable surcharge) · MPA, “Bulk Mailing Costs 2026” (Marketing Mail presort $0.395–$0.467/piece; First-Class presort postcard $0.495) · CRST, 2026 USPS Postage Rates. The quoted postage on this farm works out to $0.42/piece, inside the Marketing Mail presort band.

5 · What we do next

1. Answer Holly on the August proof. It has been waiting since 2026-08-07 and it is the only thing blocking the drop. Three edits to send along with the approval:
   • Typo on the back panel: “independentaly owned & operated”.
   • Trim the piece to 9″ × 6″, which is what May and July were. At 9.25″ × 6.25″ it is taller than the USPS machinable-letter maximum of 6⅛″, which buys a surcharge for no design benefit.
   • Change the QR destination. It resolves to har.com/the-property-joes-group/team_ratings_934 — a third-party ratings page. No capture, no offer, and no way for us to attribute a scan. Point it at a TPJG page with an offer and responses become countable for the first time.
2. Decide the farm size — the only decision that changes the outcome.
   • Stay at 267 homes: $4,168/yr, highest value per listing, roughly one listing every 2 years at a 10% share.
   • Ask Holly to re-pull at a $600K and a $650K floor and report the counts. She has already quoted 1,792 addresses at $500K ($22,834/yr at 12 touches); the interval between is unmeasured and we are not going to guess it. The target is a 500–700 home list — where every published sizing guide sits, and where the fixed $75.00 processing fee stops dominating the per-piece cost.
3. Instrument the campaign before the next drop, or effectiveness stays permanently unmeasurable. Minimum: a unique landing URL or QR per drop, and a “how did you hear about us” field written into the CRM. Today a farm-sourced lead is indistinguishable from any other, which means no number on this page can ever be replaced by a measured one.
4. Send the feeder postcard to the office. Joseph asked for one on 2026-05-01 (“so I know it went out and we can post online”). It is also the only independent proof that a drop actually mailed — which matters, because there is no payment receipt for any drop.
5. Reconcile the spend. No payment code, invoice or receipt for a farm drop exists in either mailbox. Confirm with Holly whether May and July mailed and what they cost, then record it here.
6. Commit to 12 months or do not start. Every source agrees the effect is cumulative and needs 7–10 touches before recognition. Six sporadic drops is the worst-value version of this.

6 · Timeline — newest first

Recorded spend to date: $330.00 — 5 actions carry no cost on record and are shown as “not recorded”, never estimated.

2026-08-07awaiting-joseph

August mailer proofs delivered for edits — front + back, 9.25″ × 6.25″. Q3 theme: 'Proprietary Systems & Lux Positioning — Staging, Story & Strategy'.

Cost not recorded   Pieces n/a

Cost note Not yet quoted or paid.

Receipt Gmail joseph@ msg 19fde1a53716e1c4 — Holly Borham, 'TPJ_Heights Farm DM_August 2026'

2026-06-29delivered-to-us

July mailer proofs delivered — front + back, 9″ × 6″. Back photo rotated to a seasonal image. Holly asked whether to drop the TPJ 'mark' as was done on the other luxury products.

Cost not recorded   Pieces n/a

Cost note No print invoice or payment receipt for a July drop found in joseph@ or manager@ All Mail.

Receipt Gmail msg 19f14d74531e8e0f — Holly Borham, 'The Heights, Direct Mail Farming - July 2026'

2026-05-21approved-sent-to-print

May mailer APPROVED by Joseph. Holly uploaded creative + distribution list to the print vendor the same day. Stated turnaround: print + fulfilment 2-3 business days, USPS pre-sorted first class ~1 week, in mailboxes within 10 days.

Cost not recorded   Pieces 297

Cost note Holly: 'They will issue a payment code and you'll be able to authorize payment.' NO payment code, invoice or receipt for this drop was found in a full All-Mail sweep of joseph@ + manager@. Unconfirmed whether it mailed.

Receipt Gmail msg 19e4b79e3049ee5f — Holly Borham, thread 'Heights Farm - DM May 2026'

2026-05-12proof

May mailer proofs delivered — 9″ × 6″ full colour, front + back. Phone number corrected 654 → 650 on proof. Intended distribution: 297 addresses.

Cost not recorded   Pieces 297

Cost note Proof stage — no cost.

Receipt Gmail msg 19e1d15cff4945fe — Holly Borham, 'Heights Farm - DM May 2026'

Open items

• The August proof is sitting with Joseph for edits/revisions since 2026-08-07. Holly: 'get this wrapped up and out the door for the end of summer.'
• No payment code, invoice or receipt exists in either mailbox for ANY farm drop. The three Minuteman Press receipts we do hold ($354.50 on 2026-06-02, $923.37 on 2026-06-25) are for business cards, notecards and envelopes — job numbers 85379-85381 and 85512-85514 — not for the farm mailer.
• The August piece is 9.25″ × 6.25″. USPS machinable letter maximum height is 6-1/8″ (6.125″). At 6.25″ tall the piece is over the letter ceiling. May and July were 9″ × 6″ and sat inside it.
• The QR code on the August back panel resolves to https://www.har.com/the-property-joes-group/team_ratings_934 — a third-party ratings page. No lead capture, no TPJG-side attribution, no offer.
• Typo on the August back panel: 'independentaly owned & operated'.

Where this farm lives

Selection criteria, as stated by the source: Greater Central NW, North Heights SFR, TWN, 5YO+, $830K+ (Holly Borham, 2026-05-12)

Provenance: Gmail joseph@ msg 19dda8a1d914e4c9 — Holly Borham, 2026-04-29 13:39 CT, subject 'Direct Mail Farming', attachment 'Diosana_830K GOOF SFR.csv'

Independent validation: 6 of 267 parcels spot-checked live against the HCAD public parcel service (arcweb.hcad.org public_query layer 0) on 2026-08-08: 6/6 addresses matched, 4/4 unmasked owner names matched, 2 came back HCAD-masked exactly as the CSV shows. Market values differ 3-14% (different as-of).