Let me tell you something that most Realtors don’t talk about enough: You don’t need to compete in oversaturated markets to build a successful business. In fact, I’ve recently started focusing on something different—owning a small, overlooked local town where homes are selling but very few (or zero) Realtors are actively marketing themselves.
And it’s working.
Step 1: Research First, Always
I started by pulling data. I used MLS, public records, and some basic online research to spot trends. I looked for towns where:
- There were more listings than usual (or at least regular turnover),
- Most homes were FSBO or listed with out-of-area agents,
- And most importantly… no other local Realtor was marketing themselves consistently.
You’d be surprised how many of these towns exist—especially in New Hampshire and surrounding areas.
Step 2: Pick Your Town and Commit
I picked a town that checked all the boxes. For the sake of this post, let’s say it was Northfield, NH. Not too big. Not too small. About 5–10 homes for sale at any given time. But no agent I knew had ever farmed that town directly.
So, I made a decision: I was going to become the go-to real estate expert in Northfield.
Step 3: Send the First Postcard (Then Keep Sending Them)
I designed a simple postcard with my face, my contact info, and one clear message:
“Thinking of selling in Northfield? I specialize in helping homeowners right here in town. Call me before listing your home.”
I mailed it to every single household in town. Not just the ones actively selling. All of them.
Then I scheduled the next one. And the next one.
Each postcard had something different:
- Market updates (like, “8 homes sold in Northfield in the last 90 days”)
- Testimonials
- Real estate tips
- Just Listed / Just Sold
Step 4: Walk the Town
When I say “get in front of people,” I mean it literally. I drove through every neighborhood. I walked into local shops, shook hands with store owners, left a stack of business cards at the local diner. I even sponsored a few school and town events. The key is making sure they see me as part of the community, not just another salesperson.
Step 5: Follow Up With Value
Once I started generating calls and leads, I didn’t go full-on sales mode. I sent a local market report to each homeowner I spoke with. I built a list of Northfield homeowners and created a monthly email newsletter just for them.
It’s about value first, always.
Why This Works
This strategy works because it’s hyper-local, consistent, and personal. Most Realtors are trying to be everywhere at once. I’m focused on one town. And because I’m doing what no one else is doing—actually showing up—I’m becoming the name people trust when it’s time to sell.
Thinking of doing the same thing? Here’s a quick checklist to get started:
- ✅ Research underserved towns with active listings and low Realtor presence
- ✅ Commit to one town
- ✅ Design and mail monthly postcards
- ✅ Get involved locally
- ✅ Follow up with value and keep showing up
Sometimes, the best way to grow is to go small and go deep—and build your reputation one town at a time.
If you’re curious about how I set up my postcard system or want help finding a town near you to start farming, shoot me a message. I’m happy to share more.
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