Casting Bread Upon Waters
After more than 25 years building his niche in land and closing 250+ million in real estate deals, Craig is sharing exactly how he did it. He has a firm belief that when you “cast bread upon waters,” good things come to everyone involved.
Craig’s Story
Before Craig Whiting was closing $30M a year in real estate, he was on the other side of the desk as a mortgage officer, funding the deals, not finding them.
That changed when he got his license for his own personal investing. What started as a side move to give himself an edge quietly became something more. Deal by deal, Craig found himself drawn deeper into the market, and specifically toward the part of it most agents avoided entirely: land. The complexity, the scale, the relationships with builders and developers, it all suited the way he thought.
By the time he enrolled in the University of Utah's Master's in Real Estate Development program, he wasn't a student trying to break in. He was a practicing agent who wanted to understand the system at a deeper level than anyone around him. He graduated first in his program.
Armed with that foundation, and years of hard-won experience in the field, Craig built Prime Real Estate Experts (PREX) from the ground up into a firm with 90+ agents, ranking in the top 2% nationally. The Salt Lake Board of Realtors® recognized his production year after year with Hall of Fame and Distinguished Service Awards. He went on to serve on his city's planning commission and now sits on the city council.
Today, Craig has closed over $250 million in his career, and more than $90 million in the last three years alone. Hundreds of acres. Numerous subdivisions. Relationships with the builders and developers most agents never get in front of. And he does it without sacrificing any of his values.
That body of work is what The Land Niche is built on.
By The Numbers
Craig has demonstrated real results with his Land Niche Strategy. Many of these include:
$250M+ closed throughout career
$90M+ last 3 years
100s of acres sold
90+ agents at PREX
24 coaching sessions over 6 months
Top 1% producer / Top 2% brokerage (MMI)
Why Land?
Most agents never touch land. It feels complicated, unfamiliar, and too far outside the comfort zone of a typical residential transaction. So they leave it alone, and in doing so, they leave some of the biggest commissions in the market on the table.
Land deals don't work like residential deals. There's no staging, no open houses, no competing with a hundred other agents chasing the same listing. The buyers are builders and developers, sophisticated repeat players who need a trusted partner more than they need a salesperson. When you become that partner, the relationship doesn't end at the closing table. It multiplies.
A single builder relationship can generate dozens of transactions: lot acquisitions, new construction listings, spec homes, entire subdivisions. The agents who figure this out early stop chasing individual deals and start building pipelines. The ones who never figure it out keep wondering why their income plateaus.
Land isn't complicated once you know the language. It's just underserved, which means the opportunity is still wide open for agents willing to learn it.
Teaching Philosophy
There's no shortage of real estate coaching programs. Most of them are taught by people who used to be in the business, or who built their reputation on a market that no longer exists.
Craig is still in it. Every week, he is actively acquiring land, working with builders and developers, and closing deals. What he teaches on Wednesday is what he did on Monday. That's not a small distinction, it's the whole point.
The program is built around that reality. Sessions are structured and methodical, covering everything from how to find and underwrite land deals to how to build lasting relationships with the buyers who close them. But the structure is always grounded in what actually works in today's market, not theory pulled from a textbook or a career that ended a decade ago.
Craig also believes accountability is what separates agents who learn from agents who apply. Every session includes time for Q&A and accountability check-ins, because knowledge without follow-through doesn't close deals. Students are expected to show up, do the work, and bring real questions from their real pipeline.
The goal isn't just to teach land. It's to put students in a position where they have commissions in their pipeline before the program is over.
Program Overview
The Land Niche is a six-month weekly coaching program — 24 sessions — built for real estate agents who want to specialize in land and start earning at a level most agents never reach.
Over the course of the program, Craig covers everything you need to operate in this niche with confidence: finding on and off-market land deals, working with builders and developers, land valuation and due diligence, deal structures and entitlements, building your B2B brand, and more. Every session includes Q&A and accountability, recordings are provided through a secure student portal, and the curriculum builds on itself week over week.
This isn't a course you passively watch. It's a program you work through, with Craig alongside you the entire time.
If you're ready to stop leaving land deals on the table, the next cohort is forming now.
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