Focus on the right area and stay top of mind. Let consistent outreach turn contacts into listings.
How did Neil Canlas turn 5,000 mailers and a part-time door knocker turn into $700,000 in commissions? It all comes down to having a clear, repeatable system that focuses on the right neighborhoods and consistent outreach.
Here’s a closer look at the system that made it possible.
In this episode of the Be a Real Expert podcast, I sit down with Neil Canlas of The Canlas Brothers Real Estate Group, co-creator of the “farming formula,” to break down a repeatable system that consistently generates listings and buyer leads in a defined area.
Why farming works. Neil and his team targeted San Mateo neighborhoods with 5% to 8% annual turnover and no agent controlling more than 10% of the market. Choosing the right area and price point allowed them to dominate over time rather than chase random deals.
Year one: laying the foundation. They sent 5,000 high-end mailers, each with dynamic QR codes, proof of past success, and customized content. A part-time canvasser spent 20 hours a week knocking on doors, building relationships, and learning the market. That first listing in February proved the strategy works: consistent, high-quality marketing combined with personal outreach builds trust.
Year two: scaling up. By year two, they expanded to 15,000 homes while keeping the monthly budget at $10,000. Simplifying mailers and reinvesting savings into canvassing and follow-up produced 14 listings averaging $2 million each, generating roughly $700,000 in gross commissions on a $180,000 investment, for a nearly 4x return. Buyer leads also grew, showing that consistent farming works for both sides of the business.
Technology boosts leads. Integrating Remarks, a listing lead generator capturing buyer info through QR codes on yard signs and marketing materials, positions the team to double buyer leads and potentially reach a 7x ROI in year three.
Farming requires patience, persistence, and consistency. With careful market selection, premium marketing, personal outreach, and smart technology, agents can build community trust, generate predictable listings, and open new buyer opportunities, all without chasing the latest trend or guessing.
If you’d like to learn more or have questions, feel free to reach out at (408) 317-0506, or email Brett@TheRealExperts.com. I’m happy to help however I can.
