Field Guide to Farming and Prospecting

(Updated May 2016)

Developing new leads is crucial to expanding a successful real estate business. In this Field Guide, a wealth of resources are available to you including several toolkits from REALTOR® Magazine Online, relevant articles from various websites, plus books, eBooks, and related Field Guides from Information Services. Updated information pertaining to telemarketing and the "Do Not Call" rules and regulations is also presented, as well as ways to use the Internet in your prospecting efforts. (C. Dodge, Information Specialist)

E – EBSCO articles available for NAR members only. Password can be found on the EBSCO Access Information page. 

Features From REALTOR® Magazine Online

Quick Sales Scripts, (REALTOR® Magazine Online).

Quiz: Prospecting, (REALTOR® Magazine, 2014).

The Prospecting Toolkit, (REALTOR® Magazine Online).

The Follow Up Toolkit, (REALTOR® Magazine Online).

Getting ​Started

Real Estate Business Letter Templates, (National Association of REALTORS®, n.d.). 

Sales Prospecting Basics: 3 Must-Have Checklists, (Openview Labs, July 11, 2014). 

What is Sales Prospecting?, (RingDNA, n.d.). 

Prospecting, (Entrepreneur, n.d.). 

10 Rules For Writing An Effective Sales Letter, (Entrepreneurs Journey, n.d.). 

Top Agent Secrets: Getting Listing Leads, (Real Trends, Sept. 25, 2013).

What to Say When You Call Your Database, (Real Tends, June 27, 2013).

Six Powerful Prospecting Tips to Build Your Business, (®, May 28, 2013).

Keys to Prospecting for Real Estate Business, (For Dummies, n.d.).

National Do Not Call Registry

Ten Have-to-Haves for a Real Estate Agent, (Realty Times, Aug. 20, 2010).

Tips & ​Techniques

A New Look at Cold Calling: Just Don’t Do It, (Retirement Advisor, Apr. 2016). E

What to Do When Prospecting Fails, (Research, Dec. 2015). E

Scientifically Develop the Habit of Lead Generation: Part 1, (REALTOR® Magazine Online, Nov. 19, 2014). 

Scientifically Develop the Habit of Lead Generation: Part 2, (REALTOR® Magazine Online, Nov. 26, 2014). 

Scientifically Develop the Habit of Lead Generation: Part 3, (REALTOR® Magazine Online, Dec. 4, 2014). 

Get Your Listings in Shape, (REALTOR® Magazine, Mar. 2014).

Geo-Farming to Build Your Business, (YPN Lounge Blog, Mar. 19, 2014).

Real Estate Prospecting Ideas to Grow Your Business Without Breaking the Bank, (29doors, Sept. 5, 2013).

To Call or Not to Call: Does Cold Calling Ever Pay Off?, (American Salesman, Sept. 2013). E

6 Tips for Real Estate Direct Mail Success, (Real Trends, Oct. 15, 2012).

Warm up to cold calling, (Florida REALTOR®, 2009).

Fear: The ultimate career killer, (Realty Times, June 4, 2008).

eBooks & O​ther Resources


The following eBooks and digital audiobooks are available to NAR members:

42 Rules to Turn Prospects into Customers: How to Build Profitable Relationships to Close More Sales and Drive More Business (Kindle, Adobe eReader)

The 7 Biggest Mistakes When Making Sales Calls (Overdrive Digital Audiobook)

Advanced Selling Strategies (Adobe eReader)

Beyond Traditional Marketing (Adobe eReader)

The Complete Idiot's Guide to Cold Calling (Kindle, Adobe eReader)

Customer-Centric Selling (Overdrive Digital Audiobook)

Easy Step By Step Guide to Telemarketing, Cold Calling and Appointment Making (Kindle, Adobe eReader)

E-Marketing (Adobe eReader)

Fool Proof Marketing: 15 Winning Methods for Selling Any Product or Service in Any Economy (Kindle, Adobe eReader)

Get More Referrals Now—The Four Cornerstones That Turn Business Relationships Into Gold (Adobe eReader)

#LEADS to SALES tweet Book01 (Kindle, Adobe eReader, OverDrive READ)

New Sales. Simplified (Kindle, Adobe eReader, OverDrive READ)

Perfect Phrases for Real Estate Agents & Brokers (Kindle, Adobe eReader, OverDrive READ)

Persuasion—The Art of Getting What You Want (Kindle, Adobe eReader)

The Power of Prospecting (Overdrive Digital Audiobook)

Power Sales Writing (Kindle, Adobe eReader, OverDrive READ)

The Sales Mastery Academy (Overdrive Digital Audiobook)

Sales & Pitch Letters for Busy People (Adobe eReader)

The Social Media Marketing Book (Kindle, Adobe eReader)

Stephan Schiffman's Sales Essentials (Kindle, Adobe eReader, OverDrive READ)

Success as a Real Estate Agent for Dummies (Kindle, Adobe eReader)

Books, Videos, Research Reports & More

The resources below are available for loan through Information Services. Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10. Call Information Services at 800-874-6500 for assistance.

Real Estate Prospecting: The Ultimate Resource Guide, (West Conshohocken, PA:, 2008). HF 5438 K27

The ABC’s of Prospecting: An Advanced Sales and Productivity System, (D & S Real Estate Education, 2007). HF 5438 R82

Red-hot Cold Call Selling: Prospecting Techniques that Pay Off, (New York : AMACOM, 1995). HF 5438 G56

Seller Solution: Walter Sanford’s Complete System for Sellers, From Prospecting to Presentation and Plan of Action, (Kankakee, IL., 2001). HF 5438 Sa5s

Knock Your Socks Off Prospecting: How to Cold Call, Get Qualified Leads, and Make More Money, (New York: AMACOM, 2005). HF 5438 M61k

Prospect Factory, (Cincinnati, OH: Palmetto Publishing, 2004). HF 5438 St4p

Magnetic Selling—Develop the Charm and Charisma That Attract Customers and Maximize Sales, (New York, NY: American Management Association, 2006). HF 5438 B62

Dress Your Best ..., (New York, NY: Three Rivers Press, 2005). GT 5524 K28

The Fred Factor, (New York, NY: Doubleday, 2004). HF 5500 Sa5f

Dare to Be There—Power Prospecting, (David Knox Productions, 2004). DVD 012

Hard Work: Success Made Easy, (Phoenix, AZ: Henry Cooper Press, 2004). HF 5386 C85

Field Guides & More

These field guides and other resources in the Virtual Library may also be of interest:

Field Guide to Direct Mail

Field Guide to Do-Not-Call, Do-Not-Fax and Do-Not-E-Mail Laws

Field Guide to Effective Online Marketing

Field Guide to Marketing Tips for REALTORS®

Field Guide to Real Estate Closings

Information Services Blog

Have an Idea for a New Field Guide?

Click here to send us your suggestions.

The inclusion of links on this field guide does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this field guide complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.

Notice: The information on this page may not be current. The archive is a collection of content previously published on one or more NAR web properties. Archive pages are not updated and may no longer be accurate. Users must independently verify the accuracy and currency of the information found here. The National Association of REALTORS® disclaims all liability for any loss or injury resulting from the use of the information or data found on this page.