Most top producing listing agents absolutely dominate a particular geographic area typically referred to as their “farming area.” Though it is not unusual for the agent to “farm” or blanket this area through direct mail–they are more likely to become dominate listing agents because they are leaders.

For example, if the agent lives in a subdivision that has an organized condominium or homeowners association, the agent is not just a participant in the association. The agent becomes a leader–running for the board of directors and becoming actively involved in committees, events and/or meetings. This leadership position is not only a great vantage point for establishing a base for networking, the agent/leader is now seen as an expert in such matters as area home values and other property issues.

In cases in which the agent does not live in an association-led subdivision, the agent may become a leader in other types of local associations or groups. Examples would include a local church or temple group or the PTA for the local school. There are many opportunities in which an agent can become involved in and provide leadership for local civic activities.

The message is clear, if you would like to become a dominant listing agent you must specialize within that particular area, which translates to becoming actively involved in many phases of local activities. The concept of specialization is one that is basic to marketing. One must become an expert in a particular geographic area, type of property, or type of purchaser. From this base of expertise, dominance is possible because you differentiate yourself from your competition. There is room for many salespeople. There is only room for a few experts.