United Country Legends: Why United Country’s Marketing & Culture Are the Best in the Industry – Bill Baker, Carroll Bobo & Tom Mullen

United Country Real Estate is celebrating a century of innovation and excellence in real estate in 2025. With 100 years of serving small towns, rural communities and lifestyle real estate buyers and sellers, we have built a legacy of trust, expertise and respect in the industry. As we prepare to mark this incredible milestone, several of United Country’s most seasoned brokers reflected on the values, leadership and marketing strategies that continue to set United Country apart from the rest.

A Legacy of Leadership

At the heart of United Country’s growth is its commitment to meaningful, people-focused leadership. Carroll Bobo, broker at UCRE | Legacy Land Company, recalled his first interaction with the leadership team that helped define his trust in the company.

“When I first met with Lou (Francis), Carl (Hopkins) and Don (Sprauge), I could sense that these guys were very sincere about the fact that it was family. That it was very important to the leadership team to do things that were making a difference for everybody,” Bobo said.

Tom Mullen, broker at UCRE | Eagle River Realty, echoed that sentiment. “United Country has been blessed with good leaders from its founding. We owe them a serious thank you,” he said. “Be loyal to the brand and help make the family stronger and more dedicated to each other.”

The culture of mentorship and mutual support has helped the company flourish in the industry, even in challenging markets, while continuing to develop top-producing agents, brokers and auctioneers nationwide.

A Century of Excellence in Marketing

When it comes to staying ahead in challenging real estate markets, United Country’s robust marketing tools and systems are the keys to enduring success. Bill Baker, broker and owner of UCRE | Virginia Realty and former Vice President of United Country, has seen firsthand how consistent marketing strategies make a difference.

“The fact that we had a marketing system really kept us on an even keel when markets got tough,” Baker said. “Now, there were times when it flat pushed business to us, and there were times when it helped stabilize our business.”

Baker added that leveraging all the United Country resources and techniques leads to lasting success. “I think always dropping back to the basics of running the United Country program has been a great assistance in those times of uncertainty.”

The real estate and auction legend also emphasized the importance of being fully invested. “If you follow the United Country guidelines, you’ll do very, very well. As I look back over my career, I’ve had some times when I went outside the boundaries, and some of that was profitable, but not long term… As I always say, you’ve got to represent the brand; you’ve got to be fully engaged.”

For Bobo, tried-and-true tactics are still worth repeating. “In tough markets, we didn’t stop marketing. We didn’t let up. We figured direct mail pieces worked 20 years ago, so we started doing that again. Well, I’ve had people walk in the office with that postcard from 20 years ago in their hand.”

Why United Country’s Program Still Works After 100 Years

At the heart of United Country’s success is our unwavering dedication to people and culture. The company doesn’t just provide services to offices and agents –it builds relationships and careers, and that’s a key reason why so many brokers stay committed for the long haul.

Whether it’s providing expert mentorship to a nationwide network of life-minded professionals or adapting proven tools to personal markets, these legends demonstrate what makes United Country one of the most trusted names in rural, country and lifestyle real estate.

The foundation of strong leadership, fellowship, stewardship and proven marketing strategies has bolstered United Country to thrive in all kinds of market conditions. The industry veterans credit the company’s consistency and core values for their career’s lasting success, as well as the continued accomplishments of the United Country brand as a whole.

Read more about these real estate and auction legends to learn how to make the most of your real estate business and discover the United Country difference.

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Bill Baker: Broker/Owner - UCRE | Virginia Realty

Bill Baker is a distinguished figure in the world of real estate, serving as the cornerstone of United Country Virginia Realty for decades, commencing in July 1990. His stellar career includes a prominent role as the Vice President of United Country Real Estate on a national scale, where he played a pivotal role in developing offices along the Eastern and Gulf Coasts. Bill is also celebrated as an integral member of the United Country Training Team, sharing his wealth of knowledge and expertise from coast to coast.

Carroll Bobo: Broker Associate - UCRE | Legacy Land Company

Carroll Bobo is a distinguished Broker Associate with an accomplished career in real estate, having been the founder and owner of United Country Bobo Realty & Land Company. Based in Tyler, Texas, Carroll has dedicated his life to selling rural properties across Texas. Thanks to his expertise in land, farms, ranches, recreational and hunting properties, and country homes, he has consistently been a top producer.

Tom Mullen: Broker - UCRE | Eagle River Realty

Tom Mullen began his real estate career in 1971 with United Country. Over the years, Tom became well known for his expertise not only in residential real estate, but also uniquely in local farm and land sales, appraisals and commercial transaction. Tom’s vast real estate expertise and experience have made him a natural mentor. During the past 40+ years, he has developed a diverse client base of satisfied buyers and sellers.