Sacramento real estate leader Johnny Jennings says the traditional ‘three P’s’ approach to selling homes, ‘put a sign in the yard, put it on MLS, and pray,’ is failing sellers in today’s market, leading his team to develop an aggressive proactive marketing strategy that’s changing how properties are sold.
“We take it a step further with proactive marketing,” says Jennings, co-founder of Made 4 More Realty. His team employs dedicated staff who actively hunt for buyers rather than waiting for them to find listings. “Rather than passively waiting for our phone to ring, we proactively hunt down buyers for our clients.”
Jennings’s team maintains a database of over 15,000 potential buyers, leveraging this resource through sophisticated segmentation. “All 15,000 people are not going to be interested in your home, but we’ll segment it down and call those people,” Jennings explains.
The strategy extends beyond simple database management. The team analyzes migration patterns and buyer movement trends, particularly focusing on the lucrative Bay Area market. “About 15 to 18% of home purchasers in our market come from the Bay Area, they’re selling a home that’s a fraction the size of ours for many times the amount. And so they make for great buyers.”
One of the most effective elements of their approach involves engaging the local community. “Four out of 10 homes that sell have sold because a friend, family member or coworker recommended that property to them,” Jennings notes. His team systematically contacts neighbors of listed properties, effectively creating a network of informal real estate agents.
“It’s not just me, it’s not just me and the 20 agents on my team, it’s going to be me, the 20 agents, plus 100 of your closest neighbors now are looking for their next neighbor,” Jennings explains.
The team employs specialized tools to identify other realtors with active buyers in the market. “Sometimes buyers move in, they get frustrated they can’t find what they’re looking for so they move in and out of the market,” Jennings says. His team proactively reaches out to these agents to match buyers with available properties.
Made 4 More Realty implements this comprehensive approach through a structured process designed to maximize buyer engagement and property appeal. Their strategy begins with professional home readiness consultations to ensure each listing is market-ready. Targeted advertising focuses on key feeder markets, reaching potential buyers where they are most active. The firm actively manages its buyer database to maintain timely communication and identify prospective matches quickly. Additionally, community engagement strategies help build local awareness and foster connections that can accelerate the sales process.
“We provide a home readiness consultation upfront,” Jennings says, addressing a critical market need. “The number one question I get is, ‘How do I get my house picture ready?’ Because everybody knows houses that are staged correctly take better photos and show better online.”
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