Farming in 2026 with precision: How top agents are using Realist to convert homeowners into home sellers
What if you could identify the five homes in your local market most likely to sell before anyone else finds out? Not based on guesswork or gossip, but with real data you probably already have access to through your MLS. That’s the power of prospecting with Realist.
Agents spend thousands of dollars chasing leads, but most of the people they are targeting aren’t ready to move. But Realist from Cotality offers a smarter way to farm using public records, AI-powered predictive analytics, and, most importantly, a source of super intelligence: Premium Reports to help you stand out as the local market expert. And for many agents, Realist is already available inside your MLS.
If your 2026 business plan includes listing more homes, here’s a dive into how top agents use Realist to do it with precision.
Start with the Sell Score to find who’s ready to move
In today’s market, ready-to-act leads are the Holy Grail. And you know from experience, not all leads are created equal. That’s where Realist’s Sell Score comes in.
This powerful feature helps you target property owners based on how likely they are to list their home. Properties marked with a “very high” Sell Score are statistically five times more likely to be listed in the next six months. No guessing, no gut checks. Just real intelligence that helps you focus your time where it matters most.
Whether you’re farming a neighborhood or building a local market prospecting list from scratch, Sell Score helps you precisely identify homeowners who are thinking about selling before they raise their hand.
Go beyond gut feeling with ownership and occupancy filters
Sell Score isn’t the only smart signal Realist gives you. Agents can also filter properties by Ownership Time, a simple yet powerful tool that lets you focus on long-term homeowners who may be looking to downsize. Targeting owners who have lived in a home for 20 years or more is a proven strategy, especially in areas with aging populations or shifting family needs.
You can also use the Owner-Occupied Status filter to isolate renters from homeowners. That opens up new opportunities on both sides of the transaction: renters may be future buyers, while absentee owners could be ready to sell.
These are not cold leads. They’re tailored segments you can speak to with relevance, backed by smart data, without wasting money on untargeted, purchased lists.
Turn insights into action with smarter reports
Once you’ve identified your most promising leads, Realist helps you move from prospecting to persuasion. One of the best ways to do that? Offer a Realist Premium Report. It’s like handing the homeowner an intelligence briefing on their property – a level of insight your competitors can’t match. Want to see sample reports? Download the free printable Realist Property Intelligence Toolkit.
For seller prospects, try offering one of these reports as a value-add during your first contact:
- Comparables Report: This report shows recent neighborhood sales, combining MLS and off-MLS data to create a realistic picture of current market activity. It’s a great tool for demonstrating your pricing expertise before a listing appointment.
- Premium Neighborhood Report: Choose from two powerful options:
- The Real Estate report shows key metrics such as median home values, and market trends. It’s perfect for homeowners wondering if now is the right time to sell.
- The Trends & Forecasts option goes even deeper, providing future-looking insights based on real estate, demographic, education, and economic indicators.
These aren’t generic flyers or automated CMAs. They’re professionally designed, easy to understand, and packed with intelligent insights that position you as the market expert.
Outsmart traditional farming with smarter offers
Old-school farming can still work. But how effective are postcards with recipes or calendars when you can just ask ChatGPT? “Just Sold” notices are fine for name recognition, but will that ace a listing? Unlikely. Today’s homeowners expect more. Why not give it to them?
Offering data-backed insight that a homeowner can’t find online demonstrates you’re not just another agent. You’re an advisor.
That’s why pairing Realist with RealMailers can be a game-changer. You can select up to 1,000 targeted leads, filter by the exact attributes you want, and send customized postcards that include messaging about recent sales and the reports you offer
In many markets, RealMailers offers a free six-month trial, with low-cost pricing thereafter. It’s a high-impact way to get in front of the right people, at the right time, with the right offer. All without having to build a campaign from scratch. If you don’t see Realmailers in Realist, ask your MLS to add it.
Precision prospecting starts now, not later
Let’s face it: January is the month when top agents plan their pipeline, not just their social posts. If you wait until spring to start farming, you’ll be way behind the top agents in your market.
Realist gives you a head start with real seller signals, customizable reports, and a much smarter way to turn passive homeowners into active sellers.
To build a new listing funnel that doesn’t depend on expensive online leads, start with these three steps:
- Use Sell Scores, Ownership Time, and Owner-Occupied filters to identify high-probability prospects.
- Offer a premium Realist report (like Comparables or Market Trends) as a lead magnet or follow-up.
- Reach out with RealMailers or direct email to connect with purpose and avoid landing in a spam folder.
Use Premium Reports to spark your next listing
If you’re already using Realist, you’re halfway there. If you’re not, check your MLS dashboard because more than two-thirds of agents in the U.S. already have access.
Realist helps you replace a scattershot approach to farming with data that offers a laser-sharp focus on a specific property. Premium Reports help turn you into the agent homeowners remember. Realist gives you a lead generation system grounded in intelligence and insight. It takes farming to the next level.
Sneak peek at a Premium Report
If you’re already using Realist, you’re ahead of the curve. But if you haven’t explored Sell Score or the Premium Reports yet, or you're still relying on old-school farming tactics, now’s the time to up your prospecting game.
While your competitors are using cookie-cutter CMAs or recycled marketing flyers, you have access to super intelligence: Realist’s Premium Reports deliver real property intelligence your clients and prospects can’t get on their own. It’s the kind of superior insight that turns a cold lead into a warm conversation and gets sellers thinking, “Maybe now is the right time to move.”
Related read:
Unlocking the secret to becoming 'the' local market expert.
