Filter Columns With Macro

I want to filter a specific column (Selecting two Names) the Run my macro. So in My case Select "Southwood" and uncheck everything else.

This is what I have, but is not working

Sub Filter()
'Number 4 is the Column Number
Dim r As Long
For r = Cells(Rows.Count, 4).End(xlUp).Row To 1 Step -1
    If Cells(r, 4) = "Southwood" Then Rows(r).Select
Next r
Macro1
End Sub

Any Ideas??