Sally is dedicated to serving others. She began her career in service by working in assisted living homes for the elderly. In the early 90’s she purchased and operated her own beauty salon which she managed for the next twenty plus years. She has maintained that customer base over the years and has brought it to her real estate business. Sally became a licensed Realtor and joined RiverPoint in 1997. Her customers repeatedly praise her caring spirit and exceptional work ethic. She knows Jacksonville like the back of her hand having lived here since 1967. Ask her about any neighborhood in Jacksonville and she knows it well! Sally was recognized as a 5 Star Agent from 2005 to 2017 and enjoys a great deal of repeat business as customers understand her loyalty and always come back to her with their real estate needs.


“Sally Farr is without a doubt the best realtor I have dealt with. I have been purchasing and selling properties since 1994 and no one even comes close to her abilities to care for her clients.” – Ray & Sherri

“Sally was extremely helpful and a pleasure to work with. She was able to answer all questions I had and helped me work through any issues that came up along the way. I would definitely recommend RiverPoint.” – Kristi

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