I have been farming one area for about 2 year and no, I don't skip around. It takes time and consistency is important

Farming is like a bank account. You have to make regular deposits before it really starts showing some results. Go long.

Consistency is the key! I've been farming one area for 22 years and it has paid off!

I think the purpose of farming is to become the go to agent for that area.  If you skip around how can you become the go to person?

When I was farming stuck to one area. It did not pay off short term but then the dam broke and I was in control! 

I used to farm several areas - sometimes simultaneously somtimes individually - I like variety myself

I put them on a round robin

If you are not getting a response, maybe it is time to change your materials.

I don't move around, and I'd say it was 3 years of sending quarterly before I felt I'd "won the war" and now I list about 50% of the area and sell about 30% in the area.  I'm good with those numbers.

Stick to one area - you can add others but, it takes time and you being consistent is one of the most important aspects of farming.  Good luck!

This is a very good question but it leads to more questions.   How large?  How many impressions are you making?  Follow up?   Consistency is key.  

I don't farm but I receive material in the post from those that do.  It amazes me how hit and miss it is or how many do it only the once.  You've received some good answers from those that do farm.

I farm an area for 12 months.

What I heard from all the gurus of direct marketing, you have to choose very carefully your farm and after that stick at least 1 year with consistent and patient farming. 

It may be a year or two before you see ROI.

Time and consistent effort equals results.  Don't expect to get a call right after your first mailing, unless you get REALLY lucky and hit the right person's mailbox on the right day.

You have to pick an area you'll farm for years. I don't think just sending postcards is enough, you have to "walk" the neighborhood. Skipping around is a waste of money, stick to one, well researched & chosen neighborhood. Mailings response is less than .5% on a good month.

After two years if the residents aren't calling you by name reassess your method. Some neighborhoods require "special" attention. A postcard sent once in a while won't cut it.  

Stay with 1 area for at least 6 months to a year.

If I don't see fruit in the first 5 months I move on...

a year to give it time - I also follow up with phone calls

I stay put but watch what is the rate of turn over is in it.

Don't skip around.  Keep at it.  Be sure your farming message is of value. Like Jeff Dowler said, it takes time and consisetnecy.  

You should do it regularly.

farming is not a 'one shot deal' ..... select the right area with enough turn-over of property and keep marketing until your marketing kicks in....

I farm one area consistently simply to establish the place to plant my flag.

However, 80% of my new business comes from marketing into other communities based on events. Be aware, my business is the 90 day market place, which compels a different type of message.

the purpose of farming is to yield a harvest, it takes time and consistent effort.

I would recommend that you give it at least a couple of years.

We continually focus on that area, but there is always overlap and we do pursue every opportunity.

We've actually been farming our community, which is our niche, for 5 years now, though I have not been a realtor for that entire period of time.  I have considered going to a different area, though still in the same town, just have not done that yet, as I've been learning about this area, and a matter of months or a year is not long enough (in my opinion).  I think if you don't get any response Esther Preston, maybe another way of marketing that area might work differently.  Would Open Houses, if you do them, help?  Where people could see your name in signage, and then 'remember' they saw your name in past postcards?  And would having magnetics on your vehicle door help when you are showing or previewing houses in that area?  Others who live there will see them, as you won't be just 'another vehicle driving through'? 

This issue is where it all marketing comes down too. Who blinks first

We bounce and come back after a few

Our farming is demographic...

I have a primary farm where i always hit and secondary i do less often

Evaluations are periodically done to determine how long particular areas should be farmed in order to maximize ROI.

We used to skip around but now we're focusing on one area. 

Many swear by the method of consistent pounding of a neighborhood, but postage and printing is expensive, I would rather spread it about more.

But who am I to say, I almost never do any marketing, generally get enough business with a few phone calls.

Esther Preston - it's been said, initially, you must be doing it every week - for 8 weeks and then every 3 weeks.

No skipping! That's going to be disastrous.

I think the convention is "to stay put", as you phrased it.

Consistency is the key, and would recommend remaining in a development for at least a year or more.

In order to be successful in a farm area, you MUST be consistent. If you aren't getting any business after a year, then maybe reconsider, but not less than that.

Esther - Just like planting seeds, it takes time for something that you can harvest to grow.  It takes a minimum of 9-12 months before you have reached top of mind status in any given area, so it is a long term commitment.  You need to pick your areas carefully and then stick to them.  I farm 3 areas and it nice to know that every year I am almost guaranteed a baseline of listing activity.

I farm an area even when it is not producing as it could start at any time

I stay put and don't skip around. That is one of the reasons farmers don't get good results because it takes time, lots of time, even years.