Owners of detached homes
54,333
Estimated count · ±1,440 MOE (90%)
39.1% of owner-occupied homes; 82.0% statewide.
42.9 percentage points below the state estimate. Descriptive comparison; not a significance test.
Census B25032 sourceCensus place market profile
Direct mail in San Francisco, CA
Understand the local audience, explore differences within the city, and turn the research into a campaign plan you can share.
Estimated households
363,970
±1,953 · ACS 2020–2024, 90% MOE
Research the audience that matters to your business. Confirm actual routes or addresses before mailing.
Local planning brief
Household income and housing tenure answer different questions.
A citywide income figure cannot tell you whether a household owns its home or wants a premium service. In San Francisco, separate the business goal from the broad market average: household retail offers and owner-specific property services need different list criteria.
Owners of older homes
110,816
Estimated count · ±2,236 MOE (90%)
79.7% of owner-occupied homes; 55.3% statewide.
24.4 percentage points above the state estimate. Descriptive comparison; not a significance test.
Census B25036 sourceHouseholds with children
66,070
Estimated count · ±1,883 MOE (90%)
18.2% of households; 32.4% statewide.
14.2 percentage points below the state estimate. Descriptive comparison; not a significance test.
Census B11005 sourceA test worth planning: For a property service, validate ownership and building type on the actual list. For a broader local offer, verify the routes within the area you can serve. Compare the two only after accounting for their different audiences and costs.
San Francisco city, California · Census place · ACS 2020–2024. Interpretation for planning; no response forecast. Audiences overlap. Shares of owners use owner-occupied homes; family and income shares use all households. Sources and uncertainty are retained with each estimate.
01 / Choose an audience
Which audience matters to your business?
Home services / San Francisco
110,816
Estimated owner-occupied homes built before 1980
90% margin of error ±2,236 · ACS 2020–2024
San Francisco
79.7%
State
55.3%
United States
48.2%
Share of owner-occupied homes. Local margin ±2.0 percentage points. Local estimate is 24.4 points above the state estimate. Differences are descriptive, not tests of statistical significance.
Source and variable table: B25036A practical test to consider
Compare an addressed owner/property list with complete-route coverage. Verify property age and ownership on the actual list before printing.
Useful for researching: Exterior maintenance, remodeling and home-service research.
San Francisco is #50 of 243 Atlas places by this audience’s share. A high concentration and a large total audience are different planning choices.
What the data cannot tell you
Built before 1980 does not establish condition, a repair need or intent to buy.
Explore within San Francisco
Loading the sourced Census tract map…
03 / Build a test
What would your first mailing look like?
Plan a mailing for San Francisco, CA. Compare formats, decide how often to mail, and work backward from your economics. Save the plan or send it with a quote request.
Eligible flats up to 3.3 oz; complete USPS routes, at least 200 pieces or 50 lb, up to 5,000 pieces per ZIP per day. No annual Marketing Mail permit fee. Postal rates effective July 12, 2026. View the rate source.
Costs and business assumptions
Print and list defaults are examples. Replace them with quotes. Add design, transport and permit fees where applicable. List costs here apply to every mailed piece, including repeat waves.
Contribution is revenue after the costs of fulfilling a sale, before mailing cost. The lead-to-sale percentage is your assumption. Repeat waves are repeated exposures, not additional unique households.
Your planning scenario
$510.00
1,000 pieces × 1 wave
Owners of older homes
The audience above is your research hypothesis. EDDM covers complete routes; it cannot isolate owners of older homes within a route. Verify route-level fit or compare an addressed list.
- Postage
- $260.00
- Print / production
- $200.00
- List / address hygiene
- $0.00
- Preparation / fulfillment
- $0.00
- One-time + per-wave costs
- $50.00
Break-even sales
6
0.60% of mailed pieces
Qualified leads required
24
At 25% lead-to-sale
Required results to cover this scenario’s cost; these are not predicted response rates. Confirm actual route or list counts and postal eligibility.
Compare all three formats
EDDM Retail flat
$510.00 · 1,000 pieces per wave · 6 break-even sales
Uses $0.20 production and $0.00 list cost per mailed piece; same waves and other costs. Eligibility differs.
Addressed card
$757.00 · 1,000 pieces per wave · 8 break-even sales
Uses $0.16 production and $0.08 list cost per mailed piece; same waves and other costs. Eligibility differs.
Addressed letter
$1,047.00 · 1,000 pieces per wave · 11 break-even sales
Uses $0.45 production and $0.08 list cost per mailed piece; same waves and other costs. Eligibility differs.
How to measure the test
Choose a campaign URL, phone extension or offer code. Record mailed quantity, qualified leads, attributed sales and contribution over a defined window. Compare against a similar unmailed area or group where practical; a scan or visit alone is not a sale.
The complete local evidence
San Francisco city, California · Census place · 2024 ACS 5-year estimates (2020–2024). These survey estimates describe a market; households are not deliverable addresses.
Households and housing
| Measure | Estimate | ± MOE (90%) |
|---|---|---|
| HouseholdsHouseholds · B11001 | 363,970 | 1,953 |
| Owner-occupied homesOccupied housing units · B25003 | 139,057 | 2,183 |
| Renter-occupied homesOccupied housing units · B25003 | 224,913 | 2,332 |
| Owner-occupied shareOccupied housing units · B25003 | 38.2% | 0.6% |
| Median owner-occupied home valueOwner-occupied housing units · B25077 | $1,394,500 | $20,642 |
| Median gross rentRenter-occupied housing units paying cash rent · B25064 | $2,476/month | $30/month |
| Housing unitsHousing units, including vacant units · B25034 | 414,602 | 403 |
| Owner-occupied homes built before 1980Occupied housing units · B25036 | 110,816 | 2,236 |
| Owner homes built before 1980Owner-occupied housing units · B25036 | 79.7% | 2% |
| Owner-occupied detached homesOccupied housing units · B25032 | 54,333 | 1,440 |
Income and families
| Measure | Estimate | ± MOE (90%) |
|---|---|---|
| Median household incomeHouseholds · B19013 | $140,970 | $2,593 |
| Households earning $100,000 or moreHouseholds · B19001 | 222,635 | 3,163 |
| Households earning $150,000 or moreHouseholds · B19001 | 173,583 | 2,667 |
| Households earning below $50,000Households · B19001 | 83,106 | 2,567 |
| Households with children under 18Households · B11005 | 66,070 | 1,883 |
| Households with children under 18Households · B11005 | 18.2% | 0.5% |
People and accessibility
| Measure | Estimate | ± MOE (90%) |
|---|---|---|
| ResidentsAll residents · B01003 | 830,235 | Unavailable |
| Median ageAll residents · B01002 | 40 years | 0.1 years |
| Residents under 18All residents · B01001 | 113,508 | 1,539 |
| Residents age 65 and overAll residents · B01001 | 146,510 | 2,457 |
| Residents age 65 and overAll residents · B01001 | 17.7% | Unavailable |
| Bachelor's degree or higherResidents age 25 and over · B15003 | 60.3% | 0.8% |
| Spanish spoken at homeResidents age 5 and over · C16001 | 88,530 | 2,188 |
| Speak English less than very wellResidents age 5 and over · C16001 | 18.7% | 0.5% |
| Households without internet accessHouseholds · B28002 | 15,743 | 1,115 |
| Households with broadband subscriptionHouseholds · B28002 | 93% | 0.8% |
Mobility and work
| Measure | Estimate | ± MOE (90%) |
|---|---|---|
| Residents who moved in the past yearResidents age 1 and over · B07003 | 129,146 | 3,557 |
| Residents who moved in the past yearResidents age 1 and over · B07003 | 15.7% | 0.4% |
| Owners who moved in during 2023 or laterOwner-occupied housing units · B25038 | 2,733 | 340 |
| Renters who moved in during 2023 or laterRenter-occupied housing units · B25038 | 19,964 | 1,133 |
| Civilian unemployment rateCivilian labor force age 16 and over · B23025 | 6.1% | 0.3% |
| Commute of 60 minutes or longerWorkers age 16 and over not working from home · B08303 | 11.4% | 0.5% |
GEOID 1600000US0667000. Retrieved 2026-10-07. Published margins of error use 90% confidence; summed and percentage margins are approximations. Percentages use the denominator shown in the dataset. Missing or suppressed values stay unavailable.
County business and construction context
San Francisco County, California (FIPS 06075). This county is a reference geography, not the city boundary or a postal facility service area.
Employer establishments · 2023 CBP
33,378
28,277 establishments have fewer than 20 employees. 740,362 employees reported. These are employer locations, not all businesses or a prospect list.
- Professional, scientific and technical services: 7,220 establishments
- Accommodation and food services: 4,221 establishments
- Health care and social assistance: 3,620 establishments
- Retail trade: 2,908 establishments
- Other services: 2,668 establishments
Businesses without paid employees · 2024 NES
92,048
Tax-record businesses without paid employees, separate from CBP employer establishments. These county totals are not unique mailing addresses or a prospect list; they are not added to the city household audience.
Census Nonemployer Statistics sourceHousing units authorized · 2025 permits
1,444
Includes 20 single-family units. Permit authorizations indicate planned construction; they do not count completed homes, recent movers or available mailing addresses.
Census Building Permits Survey sourceData integrity
Sources and methodology
Market data
City-level demographic figures describe San Francisco city, California (Census place, GEOID 1600000US0667000). State and national comparisons use independently published Census estimates for those geographies. Tract maps show full tracts intersecting the city, including portions outside its boundary. Estimates and 90% margins of error come from the U.S. Census Bureau 2024 ACS 5-year estimates. City data retrieved 2026-10-07. County business and construction sources retain their own years and geography.
Planning assumptions
Audience comparisons show counts and concentrations, with the relevant denominator and uncertainty. Descriptive differences do not establish statistical significance or predict campaign response. Census households and tracts are not mailing addresses or USPS routes.
The campaign planner uses USPS rates effective July 12, 2026. Printing, list, preparation and fixed costs are editable examples. Break-even results depend on your contribution and conversion assumptions; verify postal eligibility and actual quotes before mailing.