The Kertak Hanyar village denote area agricultural land rich and green with domination population livelihoods a farmer, but in process growth by sustain conversion land become land to housing, office complex and industry. Research method used a qualitative approach with a variant of phenomenology. Data collection techniques used a thick description while data analysis a used interactive model with four grooves that is data collection, data reduction, data presentation and conclusion continuously until saturated. Conclusion shows farmers become actor agricultural land conversion. The farmers do action selling agricultural land them to government part and private part. This selling action agricultural land for farmers denote rational choice presently. Farmers are sell land with maximal profit orientation, money result mentioned used to buy new agricultural land a locations land more hinder from agricultural land previos, tertiary good and pilgrime hajj. Consideration factor do farmers rational action as follows: (1) absence irrigation channels; (2) impact population density city Banjarmasin; (3) slackening soil fertility. Suggestion matter input for to formulation policy government Banjar regency in control agricultural land conversion on area Kertak Hanyar village. Keywords: Rational choice, farmer, agricultural land conversion.