Real estate—especially in today’s market—isn’t just about knowing how to sell land or houses. It’s about how you show up in front of clients. Your personality, your strategy, and your way of building trust define your results far more than your listings ever will.
This is where the “Hunter-Farmer” model comes in—a classic framework used in sales to describe different types of salespeople.
But today, we’re going a step further.
Let’s explore the three personas of real estate agents: Hunter, Farmer and Gatherer.
1. The Hunter Agent
The Hunter is hungry. Always chasing the next lead. Cold calling, posting every day, running around Nairobi or Mombasa showing plots or apartments, and always pitching.
They live by one rule: “It’s a numbers game.” More calls, more clients, more viewings.
🔺 Trap to avoid: Burnout. When deals are slow, the Hunter can become desperate, pushing too hard or chasing bad leads.
Real-life example: You might recognize the Hunter in that agent who posts 20 listings a week, calls every number they get, and rarely follows up—because they’re already on to the next.
2. The Farmer Agent
The Farmer focuses on nurturing existing relationships. They maintain their “farm”—whether that’s a neighborhood, apartment complex, or network of past clients.
They thrive on referrals, repeat business, and slow but steady growth.
🔺 Trap to avoid: Over-dependence on one market or one set of clients. If your “farm” dries up (maybe due to economic shifts), you may be left with no pipeline.
Real-life example: You know the agent who manages a few buildings and gets steady commissions from tenant renewals or repeat landlords.
3. The Gatherer Agent
The Gatherer is a connector. They don’t just wait for opportunities—they go looking for them in smart ways. They attend events, network with developers, and are always gathering market intelligence.
They build strong relationships and are seen as “the person who knows things.”
🔺 Trap to avoid: Staying too comfortable in your circle. You must still close deals.
Real-life example: The Gatherer is that agent who knows five landlords in every area and can connect you with a plot in Kisumu and an Airbnb in Diani.
Have you seen yourself in any of the above? If not, let me know in the comments.
For me, I am currently a gatherer and trying to become something else.
A guide.
I want to educate and empower my clients. I want to help buyers and sellers navigate the market—not push them through it.
Here is how I plan to do that:
- Support Agents – I want to support other real estate agents to do what they already do. Grow. Sell.
- Sales intelligence – understanding what buyers and sellers need, and spotting opportunity.
- Social influence – using personal branding, content, and trust-building to attract clients instead of chasing them.
Here is why I think if you join me, you will win.
Real estate clients today are overwhelmed. With listings everywhere, Facebook ads popping up constantly, and agents promising the moon, trust is at an all-time low.
So, who do clients want to deal with?
✅ Someone who educates, not pressures
✅ Someone who listens, not just sells
✅ Someone who guides, not chases
The Guide is the trusted advisor—not just an agent. And that’s what clients in Kenya’s evolving property market are craving.
Want to attend and sit with me in a podcast? DM me.
Here is one podcast I did.
How to Become a Guide in Real Estate
1. Build your social influence.
Start posting helpful content. Teach people what they don’t know. Share your story. Answer questions. Show that you understand the market and the people in it.
If you’re in a room full of agents sharing the same listings, you won’t stand out—unless you’re the one sharing value.
2. Use sales intelligence tools.
Keep learning. Use property data, market reports, even feedback from past clients to sharpen your insight. Be the agent who knows why land is rising in Kitengela or why some apartments stay vacant in Kilimani.
So now ask yourself: Are you ready to become a Guide?
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