November 2018 Land Sales Summary

Based on data shared through the Lands of America Comparable Sales Program, there were 162 properties listed as sold by REALTORS© Land Institute Members in November 2018, an increase of 6 percent over the previous month. This represents approximately $90 million and 21,000 acres of land and rural real estate sold across 131 U.S. counties and 25 states. November 2018 sales activity by REALTORS© Land Institute members participating in the program decreased by 14 percent compared to sales volume from the same period in 2017.

Pat Karst with Wabash, Indiana-based Halderman Real Estate Services & Halderman Farm Management and Travis Hamele with Portage, Wisconsin-based United Country – Hamele Auction & Realty jointly recorded the most individual sales during the month.

Listed as sold on November 12, John Pearson with Pearson Real Estate Company, Inc. registered the month’s largest sale by overall size. The 6,442-acre Flying T Ranch (East Unit) is located in northeastern Wyoming’s Campbell County. The ranch includes about 12 miles of the Belle Fourche River, with most of the river flowing past the ranch headquarters and through the east pastures of the ranch. Of its total acreage, 4,641 acres are deeded, with the remainder held under State and BLM land leases.

The LandGuys’ Scott Whittington, ALC, notched the most expensive sale with the November 1 purchase of the Atherton Grain Facility in Illinois’ Bureau County. The silo is licensed to store up 4.5 million bushels and includes 20 grain-storage tanks. According to U.S. Census Bureau data, Bureau County ranks seventh in the state for the size of its overall ag economy, with corn grown for grain and soybeans being the county’s biggest crops. __________________________________________________________________________________

The Lands of America Comparable Sales Program includes almost 260,000 individual sales records dating back to March 2000. The program was put together to offer one centralized, nationwide location to assist in valuating properties. Sales information is shared on a voluntary basis by individual program participants. Please click here to learn more about participating in the Lands of America Comparable Sales Program.

Land and Congress: Just The Facts

It seems like the more news there is, the harder it is to find out the facts. Important news about land legislative issues, such as tariffs and WOTUS, can get lost in a sea of opinion pieces. Let’s take a look at the simple facts surrounding five of the most pressing issues in the land industry.

Waters of the United States (WOTUS) rule

WOTUS is one of the most controversial land legislative issues in the land industry. This law was written to clarify water resource management but sparked a debate about property rights.

“Many (wetlands) are already covered under the Clean Water Act,” said Russell Riggs, RLI’s Government Affairs Liaison for  the National Association Of REALTORS® (NAR) and Senior Regulatory Representative for NAR, in an interview with REALTOR® magazine. “This expands it beyond navigable waterways to little streams, ditches, and isolated wetlands that were never really intended to be covered by the Clean Water Act. WOTUS would sweep in thousands of smaller water bodies under the authority of the Environmental Protection Agency and now you’re talking about all kinds of different permitting, regulatory burdens, as well as infringements of property rights.”

Many land organizations, including RLI, opposed the rule and have been avid advocates for its repeal and reform. In response to the land industry, the Trump Administration put the rule under review. At time of publication, WOTUS has been revived in 26 states.

Russell Riggs will be speaking on key land legislative issues at the 2019 National Land Conference in Albuquerque, NM, giving an update on the latest legislation affecting the land real estate industry.

The 2018 Farm Bill

On September 30th, 2018, the 2014 Farm Bill expired. The Farm Bill expired because Congress couldn’t reach an agreement on the many influential land legislative issues that this bill governs, such as:

This bill covers dozens of incredibly important and complex land legislative issues. Changes made to this bill will impact every corner of the land industry. Landowners, investors, and consumers will all be impacted. It’s important that your representatives in D.C. hear what you have to say about the Farm Bill. RLI has a strong voice in D.C., thanks to our member-driven Government Affairs Committee and by keeping members informed on the latest land laws in blog posts, social media, and D.C. Updates.

Update: The Farm Bill Passed

Tariffs

Tariffs are a tax a country puts on a product made abroad. The intention is to motivate Americans to buy local products at a cheaper price. At the time of publication, there is a ten percent tariff adding up to $200 billion on Chinese imports. President Trump is expected to raise tariffs in the future.

In retaliation, China imposed tariffs on American products, including soybeans, pork, milk, fruit, and many other crops. Soybeans, in particular, have struggled. The Chinese tariffs have driven soybeans prices down and some soybean farmers are struggling to pay the bills.

“Farmers see that pain right now,” said American Soybean Association CEO Ryan Findlay in an interview on CNBC. “You have to have the prices to pay the bill — and the prices aren’t there right now.”

During a record production year, many farmers are storing soybeans in the hopes that the trade war will soon end.  The long-term impacts, good or bad, are unknown right now.

Bailout

To help ease the economic stress of the ongoing tariff war, the USDA authorized a $12 billion bailout plan for farmers.

Farmers who met the criteria would receive incremental payments from USDA programs. The first $6 billion was distributed in late August. Additionally, the USDA’s Agricultural Marketing Service (AMS) set up the Food Purchase and Distribution program to buy $1.2 billion in American goods that were impacted by the tariffs.

Endangered Species Act

In an 8-0 vote, the Supreme Court ruled to limit which habitats can be protected under the Endangered Species Act. The central point of the debate was if lands where endangered species weren’t currently living, but might one day, protected under the law.

“Only the ‘habitat’ of the endangered species is eligible for designation as critical habitat,” the chief justice said highlighting how the scope of the law as written now is limited. “Even if an area otherwise meets the statutory definition of unoccupied critical habitat because the secretary finds the area essential for the conservation of the species, [the law] does not authorize the secretary to designate the area as critical habitat unless it is also habitat for the species.”

Staying up to date on land news is tricky, especially when so many key land legislative issues are always being updated or debated. We hope this article offered a no-nonsense look at the current state of several pressing land laws. If you’d like to get more involved with the Advocacy side of RLI, consider applying for our Governmental Affairs Committee and make sure to check back regularly to our DC Updates page for the latest news about the latest legislative issues affecting the land industry. Remember – your voice deserves to be heard in Congress!

About the Author: Laura Barker is a freelance writer based out of California for the REALTORS® Land Institute. She has been with RLI since October 2017.

Top Five Land Podcasts

Between filling out endless paperwork, driving between properties, and finishing continuing education hours, how is the average land agent supposed to keep up with the latest in the land industry? There are a lot of great ways to stay in-the-know, such as following land experts on social media to reading top land blogs like ours. However, the most convenient way to learn about land is increasingly becoming podcasts. You can listen to them anywhere, and most of them are free! To help you sort through the hundreds of land podcasts, we’ve picked our top five favorite podcasts for land agents.

Let’s Talk Land with Lou Jewel, ALC

Best For: All Things Land

The question isn’t what topics are covered in Let’s Talk Land — it’s what topics aren’t covered? Lou Jewell, ALC features a new guest every week to talk about everything from land values to evaluating soil to land laws. As a LANDU instructor and the author of An Insider’s Guide to Land Investment, Jewell brings decades of experience to the table. Each guest brings a unique insight to the podcast, making each episode distinct.

Highlights:

  • Investing in Land with Tom Martinez, Investor
  • What’s My Land Worth? With Ron Loftis, Realtor® and MAI Appraiser
  • Curtis Seltzer Author Books on Land

Listen to Let’s Talk Land here.

Successful Farming podcast

Best For: Anyone Who Buys Or Owns Farmland

This podcast focuses on the day-to-day logistics of buying and owning farmland. Host Jodi Henke takes an in-depth look at topics such as seed treatments, soil health, and harvest safety. In between informative discussions, Henke chats with guests about topical issues such as women in farming. The Successful Farming Podcast is the perfect balance between educational and fun.

Highlights:

  • Anatomy of a Seed Treatment
  • Fall Soil Health Practices
  • Disease and Insect Challenges

Listen to the Successful Farming Podcast here.

The Commercial Real Estate Show (Land/Development Sector)

Best For: Commercial Land Agents

Do you sell commercial land? This is the podcast for you. Host Michael Bull, CCIM, is always on top of breaking land news and laws. He and his guests chat about the role of appraisals, highest and best use for land, and economic updates. On the podcast’s website, you can choose from twelve different ‘sectors’ (themed podcasts on topics such as restaurants or multi-family units), but the Land and Development sector has the most relevant information for land experts.

Highlights:

  • Roles of Appraisals in Commercial Real Estate via Appraisal Institute
  • Highest and Best Use for Land and Development via Metero Forecasting Models
  • Forestry, Timber, and Land Investing via Columbia Timber Co.

Listen to The Commercial Real Estate Show here.

AgriTalk

Best For: Agents Interested In Land Laws + Farmland Market Information

When it comes to farmland market information, AgriTalk is the place to go. They talk about exports, trade, wheat prices, and more. The hosts break down complicated topics such as the ongoing tariff war and make them easy to understand. Not only is the podcast educational, the hosts are also a ton of fun to listen to. They make you feel like you are hanging out with your friends and chatting about land.

Listen to AgriTalk here.

The Land Show

Best For: Land Agents in the Southeast

While this show focuses primarily on issues facing landowners and buyers in the Southeast, this podcast tackles topics that everyone in the land business should be aware of. Co-hosted by RLI Member Jonathan Goode, ALC, this podcast gives listeners an inside scoop about forestry, wildlife, leasing, land values, and more.

Listen to The Land Show here.

Podcasts are a great way to learn more about land on the go. These five are just a few examples of what podcasts have to offer land agents. There are hundreds of amazing land podcasts out there — so get ready to crank up the volume and make your next long drive even more productive!

Looking for more land education? Check out the RLI’s for a wide range of designed to help land real estate professionals increase their expertise and grow their business.

About the Author: Laura Barker is a freelance writer based out of California for the REALTORS® Land Institute. She has been with RLI since October 2017.

Upgrade Your Land Listings

There’s nothing more frustrating than having an incredible land real estate property and watching it just sit on the market. To figure out the secret to creating a listing that will get attention, we looked at the listings of successful ALCs to figure out what made those listings stand out from the crowd.

1. Put The Important Stuff First

In the age of social media, people’s attention spans are shorter than ever. Many listings only get a few seconds to make an impression. Make sure to put the most important information at the very front of your listing so that it catches the buyer’s eye.

2. Have A Checklist

Recently, a broker we knew contacted us because he’d found the perfect property. It had the acreage, price range, and structures he’d been looking for.

There was only one problem.

The listing didn’t include the location or any contact information.

Even the most experienced brokers can sometimes forget to add important information to their listings. Having a checklist can prevent these slips from happening. As a general rule, be sure to include:

  • Land type
  • Acreage
  • Price
  • Property features/type
  • Water availability and utilities
  • Location
  • Contact information

3. Get Social

There are lots of great and free tools to monitor which of your social media channels gets the most engagement. Each social media platform has a different target audience and finding out where your buyers are can be a huge time saver. Instead of spreading yourself thin, figure out which platforms work the best for you and focus your energy on that. Be careful though, you should only be doing about 20% selling on social and 80% providing educational, informative, and entertaining content, or you’ll scare aware your audience and there will be no one left to see those listings.

4. The Perfect Length

Similar to our first point, people don’t have a long attention span. If a description goes on and on (and on and on and… you get the point), people might lose interest. On the flip side, you don’t want a description to be so short that you cut out vital information.

There is no one “perfect length”, but looking at successful listings on The Land Connections, we found anywhere between eight to fifteen sentences was a length where you could fit in all the necessary information without going on too much. This listing from Bob Regester, ALC is a great example.

Slash J Slash Ranch at Lake Granby

Grand County| 920 Acres| $9,900,000| Granby CO

Slash J Slash at Lake Granby Huge Price Reduction Was $10,900,000 Now $9,900,000.
This exceptionally beautiful and rare 920-acre historic ranch is located in the resort community of Grand Lake. If you have been searching for the quintessential family legacy ranch, “Slash J Slash” ticks all the boxes. Multiple living quarters for friends and family located at the headquarters. Currently equipped for an equestrian and cattle operations with numerous outbuildings and a hay barn. There are several building sites hidden in the aspen and pine groves that offer spectacular snow-cap and lake views. Senior water rights are included with the ranch and add significant value for development potential. Elk, Moose, deer and antelope call this spread home.

This listing gives you all the information you need about the property: the price, the acreage, water rights, local wildlife, location, and more. This listing also comes with a property map and plenty of photos of the land.

Here’s another great example from Bart Miller, ALC. While it is shorter, the listing still contains all the information you need.

Golden West Equestrian Center

Jefferson County| 5 Acres| $1,995,000| Golden CO

The 4.88 acres of Golden West Equestrian Center is a profitable & well-established boarding, riding & training center. The facility maintains approximately 90 percent plus occupancy. The center boasts a 90 x 160 indoor arena, a 160 x 220 outdoor arena and a barn that contains 25 indoor stalls (16 with runs). In addition, there are 52 outdoor pens with shelters, two round pens (50 and 60), numerous turnouts, hydroponic fodder system, clubhouse and trailer parking. There is also an on-site veterinary clinic. An added bonus is a 164-acre open space park, available for riding, just across the road from the center.

5. Great Photos

You already know that great listing photos are a must. While many people focus on the quality of the photos, they sometimes forget to include pictures of things buyers would want to see. Here are some photo ideas to keep in mind for your next listing:

  • Pictures of structures of the land
  • Long distance shots
  • Pictures of water sources on the property
  • Video or drone tours of the property
  • 360 virtual tours
  • Pictures of unique aspects of the land (vineyards, bee boxes, etc.)

There’s no one perfect way to do a listing. Some people like to bullet point the factors of their property while others like a more structured layout. No matter how you like to create your unique listings, we hope this article can help make your listings more appealing.

if you want even more tips on how to create a winning listing, check out this post by our partners at Lands of America on maximizing your listings.

For more posts that help land experts take their career to the next level, check The Voices of Land Blog.

About the Author: Laura Barker is a freelance writer based out of California for the REALTORS® Land Institute. She has been with RLI since October 2017.

 

October 2018 Land Sales Summary

Based on data shared through the Lands of America Comparable Sales Program, there were 153 properties listed as sold by REALTORS© Land Institute Members in October 2018. This represents approximately $84 million and 23,000 acres of land and rural real estate sold across 114 U.S. counties and 21 states. October 2018 sales activity by REALTORS© Land Institute Members participating in the program decreased by 5 percent over the previous month and 19 percent compared to sales volume from the same period in 2017.

The Land Guys’ Scott Whittington recorded the most individual sales during the month, followed by Raborn Taylor III, Pat Karst, and the team at United Country Real Estate and Auction.

Listed as sold on October 1, Dave Banzhaf, broker/owner of Englewood, Colorado-based Beacon Mountain Farm & Ranch, registered the month’s biggest land deal with his sale of 7,000-acre Reyher Farm. The farm, straddling portions of Bent and Prowess counties in southeast Colorado’s agricultural belt, is set up for cattle grazing, alfalfa pellet production and farming of crops including corn. The well-irrigated acreage includes a cattle-feeding facility with a 22,000-head capacity plus alfalfa pellet mill capable of producing six tons of pellets per hour.

The month’s biggest sale by value was that of Hidden Lakes Farm in northwestern Illinois. Offered through the Land Guys’ Scott Whittington, the sprawling tract features a mix of hardwood timber, thick regrowth, and brushy cover, and beautiful, grassy upland habitat. It also includes some 150 acres of lakes and ponds stocked with a variety of popular fish species.

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The Lands of America Comparable Sales Program includes almost 260,000 individual sales records dating back to March 2000. The program was put together to offer one centralized, nationwide location to assist in valuating properties. Sales information is shared on a voluntary basis by individual program participants. Please click here to learn more about participating in the Lands of America Comparable Sales Program.

RLI Members Benefit From Increased Exposure

With so many business buzzwords flying around, it can be hard to pin down what associations are doing day-to-day to best serve you – the members. Here at RLI National, we want to give an inside look into what we’re doing to promote our ALCs and RLI Members.

If you had a peek at the RLI 2017-2020 Strategic Plan Update, you probably noticed most of the points revolve around increasing awareness of our members and adding value to membership. At first glance, “awareness” and “adding value” can seem like two more buzzwords, but each priority is broken down into a series of steps that are currently in motion.

One of the ways we added value to membership was by creating the RLI APEX Awards Program. Sponsored by The Land Report, this awards program was designed to recognize the industry’s top national producers – truly the crème of the crop. The APEX Awards Program caught the attention of the media, getting coverage everywhere from the Business Insider to the Chicago Tribune and Market Watch. All the media attention got free publicity for all our applicants and their companies. Applicants that attended the APEX Awards Ceremony at our 2018 National Land Conference were even featured on a billboard in Times Square!

Another way we are creating awareness of RLI, is by having ads in every major industry publication and digital ads on all their websites, including:

These ads help us stay top of mind for people in every sector of the land industry. The RLI Brand is omnipresent in print and in person. in 2018, so far we‘ve had booths promoting RLI at the CCIM Conference, NAR REALTORS® Conference & Expo, and NAFB (National Association of Farm Broadcasting) Conference to help us maintain a strong voice in the land industry and spread awareness of our organization and designation. We are also working closely with NAR State and Local associations to help create awareness about RLI.

Our promotions resulted in an incredible 814% (yes, you read that right!) increase in people using the Find a Land Consultant search tool! We’ve heavily promoted this tool in prominent industry publications and on various industry blogs where landowners can find us. This jump in Find a Land Consultant use means that land buyers and sellers are turning to REALTORS® Land Institute to find a land expert for their transaction – to find you, the RLI Member! In addition, with the help of Facebook ads, bringing on top-notch industry keynote speakers, and growing the number of partners in the exhibit hall by 60%, we’ve seen a 44% increase in attendees to 2018’s National Land Conference!

With more industry partners, we’re able to invest more into promoting our members and can offer more discounts to help members grow their businesses and close more deals.  For example, we also have formed partnerships to get our members great discounts and services as part of our Member Advantage Program (MAP).

 

RLI also works with a freelance writer to assist with content generation, in addition to assisting members, to increase the quantity of posts we are able to put out. This has allowed us to now create valuable content for both land real estate agents like our members as well as content valuable to landowners. And even the content for landowners benefits you, the member, because you are able to share these pieces from our YOUR Land Blog to position yourself as the expert in your market by providing relevant, valuable content to your clients and potential clients. Our blog posts (like the one you are reading right now) keep our members in the know and to cement our role as The Voice of Land by showcasing timely, relevant content that is valuable to both land agents and landowners.

We’ve already had incredible results! RLI had a record number of partners for NLC, a 60% increase in industry partners that offer services to land professionals, and, for the first time in recent RLI history, sold out LANDU Education Week with record attendance.

We only listed a fraction of the steps that we’re taking to better serve our members (we’d need a lot more room to cover all that! You can read our full 2017-2020 Strategic Plan here). We always want to keep members updated on what we are doing so that we can work together to be The Voice of Land.

About the Author: Laura Barker is the Membership and Communications Specialist for the REALTORS® Land Institute. She graduated from Clark University in May 2017 and has been with RLI since October 2017.

Put the Power of the RLI or ALC Brand Behind Your Name

Being a part of REALTORS® Land Institute comes with a lot of benefits that you probably already use: amazing networking opportunities, deep discounts, and our property marketing tools The Land Connections and e-Properties. But there is one benefit that isn’t as obvious: the power of the RLI or ALC brand. In this article, we’re going to explore how you can put the power of the RLI or ALC brand behind your name.

How can you, the RLI Member or ALC, make the most of our brand power? We asked Terri Jensen, ALC, a land broker with National Land Realty and 2015 Past President of RLI, what the ALC Designation means to her. Of 18,000+ REALTORS® in Minnesota, Terri is one of only 14 to have earned the elite ALC Designation, so we knew she’d be a good person to ask. Here’s what she said having the RLI and ALC brands means to her:

  • “Provided the education, experience, and expertise needed to better assist my clients
  • Continued education on hot topics to stay current in the marketplace
  • Ability to lobby for legislation on behalf of landowners, as well as real estate practitioners
  • Always having someone to call on with a question
  • The ability to better market my services given the very small number of ALCs in my state vs. the total number of REALTORS®
  • Networking and a sense of family with those who know land
  • The opportunity to participate in, and be part of an organization that strives to be The Voice of Land and make its members the best in the business!”

So, what can you do to make the most out of your ALC and RLI Membership? Here are five ways:

1. Use The Logo

Use the RLI Member or ALC Logos* on all your property listings, business cards, email footers, and other marketing materials. You can even visit the RLI or ALC Logo Brand Shops (access them from your RLI Member profile page) to order clothes, office supplies and more branded with our logos! Plus, RLI Chapter Members can take advantage of using the new RLI Chapter Member Logo if you’re an active member of an RLI Chapter. The more you promote the ALC logo and RLI Member Logo, the more brand recognition there will be in the industry – which means the more valuable holding the designation or being a member becomes for you!

Need marketing materials? We’ve got you covered. You can order ALC Brochures online, and we also have press release templates for new ALCs and RLI members in our Member Resources page.

2. Keep Your Find a Land Consultant profile Up To Date

With the boom in use, you’ll want to make sure your most current information is on your FALC profile. This includes your specialties, contact information, where you are licensed, a head shot, and more. Check out our article Top Six Find A Land Consultant Profiles article for tips on how to improve yours.

3. Continuing Education

There’s always something new to learn, and sometimes it costs nothing! ALCs and RLI Members get exclusive discounted member rates on classes and even get a few free webinars each year.

Now is the perfect time to check out our course schedule, since we just finished up an education update to make the courses even better. The content in all of our classes has been updated to provide you with the most relevant industry trends and best practices. The format of the classes has also been updated to enhance engagement with both the content and other students. You can view all of our upcoming classes here.

4. Attend the Annual National Land Conference (NLC)

This is a great event to see and be seen. RLI Members and ALCs get discounted member rate registrations. Plus, you can be sure to get an even deeper discount on the networking event of the year with early bird registration rates by registering before December. And if you are a new member of RLI*, you’ll automatically get an additional 25% off registration. How does attending NLC help your brand?

“Anything you do to develop yourself professionally is an opportunity for you to demonstrate to landowners, lenders, attorneys and others with whom we all share the agribusiness space, that you embrace the notion of lifelong learning within your craft,” says Allison Worrell of Worrell Land Services, LLC.

5. Keep Us In The Loop!

We love promoting members who have won an award or gotten an article published. Contact us at rli@realtors.org so we can extend the reach of your industry success.

Now that you know how to make the most out of your RLI Membership and ALC, see how RLI promotes its members.

*Reminder: RLI Members and ALCs – please be sure to use the logo in accordance with the RLI Visual Standards Manual.

About the Author: Laura Barker is a freelance writer based out of California for the REALTORS® Land Institute. She has been with RLI since October 2017.

 

Unleashing Your Social Media Strategy

Before I get started talking about social media strategy, I want to make it clear that I can’t give you advice on using social media in a vacuum — because that’s not how social media for business works. Your social media efforts need to be part of an integrated marketing strategy mixed with your other marketing efforts — both digital and offline. In a minute, I will get into what exactly that means for a land professional, but first we need to talk strategy.

So, let’s talk marketing plan. We are going to assume that you have already done a SWOT Analysis identifying your strengths, weaknesses, opportunities, and threats (if not, this is a good exercise to do at least once a year). We are also going to assume you have already identified your target market and done some research about them. And now you are looking to identify the main objectives, set your strategic goals, and define and implement the strategies of your overall marketing plan—including figuring out how social media fits in.

Social Media Marketing Objectives + Your Marketing Funnel

Below I’ve pulled together some common social media objectives that land pros often have (or should have) to get us started:

  1. Position Yourself As The Expert in Your Market
  2. Create Top of Mind Brand Awareness
  3. Build Relationships and Trust with your Core Target Audience
  4. CLOSE MORE DEALS!

You’ll notice ‘close more deals’ was last on the list (and not just to save the best for last) because by doing the first three, it makes achieving the fourth goal much easier.

 

Now before we jump into using social media, first I want to start with the foundation – your marketing funnel.

When you are creating awareness in your marketplace, by using things like social media, placing paper or digital ads, sending email blasts, guest blogging on industry sites, pitching properties at haves and wants sessions, etc., it all needs to drive traffic back to your website.

website traffic | digital marketing strategy

Why drive people to your website? 

Your website is (or should be) the place that hosts anything and everything a prospect needs to turn them into a loyal client who can later become an advocate in the marketplace of your services. Which therefore means your website will be the place to make reaching your goals happen.

In other words, your website is where you start turning prospects into leads and leads into clients and clients into advocates. We all know word of mouth is one of – if not the most – powerful referral sources. So if we can achieve having advocates touting your services, this will hopefully then drive more prospects to your website – prospects who will then start at the consideration stage. Now, keep in mind that since they skipped the awareness stage, this saves you marketing dollars in getting them to the consideration stage. That doesn’t mean they won’t interact with you on social media or that they won’t see your social media and advertising though, it just means that when they do, it will be during the consideration phase. During this consideration stage, you will still need to have that in place to continue nurturing and building these newly budding relationships.

marketing funnel

But you need to start building that relationship and nurturing it somewhere, and your website is the perfect place to do that! In order for your website to help you achieve the goals we outlined earlier, you need something that pulls people in and keeps them coming back – something you can put out on social media or your other channels that brings them to your website. Once they are on your website, you’ll want to find a way to capture their contact information, for example an email pop up, so you can continue to connect with them via email or targeted ads.

Then, and this is the golden ticket, find a way to re-target them with your marketing. Whether through Facebook and Google Ads, email, or a combination of both, use the information you collected through the pop up or cookies on your website to re-target them. There are a lot of great benefits to re-targeting, but the biggest is that you get a bigger ROI on your ad dollars because (since they were already on your site and got there because they were interested enough in what you posted to click on it), you already know they are a hot lead that likely wants to hear more from you because they see you as providing value. Be careful here though, don’t go straight to selling — check out the 80/20 rule below and make sure to follow it when re-targeting.

How do you get people from social to your website?

The best way I have found to do this is using blogging. Now before you tune me out, I know, blogging is time consuming and just like social, it can be counterproductive to have a presence and then let it fall flat by not posting for weeks on end. However, I am going to ask you to reconsider committing time to creating a blog. Thanks to SEO and social media, blogging is not only the best (and possibly cheapest) way to get people back to your website, but it is also the best (and possibly cheapest) way to achieve the first three objectives, which we defined as:

  1. Positioning Yourself as The Expert in Your Market
    The Social Strategy here is that by writing pieces both for your own blog as well as for other industry blogs (and sharing them on social) you are not just telling people you are an expert but you’re proving you are an expert! For example, keeping your audience updated on the latest legislation or land market trends affecting them as landowners or even just the hot new ice cream shop being built on that old vacant lot at the crossroads, will position you as the expert on all things land in your market – making you the go-to agent. Don’t have time to write up a post and just looking for great content to share that landowners would find valuable? Check out RLI’s THIS IS YOUR LAND Blog with content specifically written for landowners/potential landowners and share away!

blogging also helps you achieve goal number:

  1. Creating Top of Mind Brand Awareness
    The Social Strategy here is that by posting regularly on your blog and then on your social sites, you get your audience in the habit of seeing your content on certain days at certain times in certain places — so that soon you’ll have them coming to you!

and, finally, blogging will help with goal number:

  1. Building Relationships and Trust with Your Core Target Audience
    The Social Strategy here? What builds trust and goodwill more than someone giving you something (like expertise) for free!? By giving out small bits of free, useful advice, on social media through your blog posts you’re serving your clients and potential clients without asking for anything in return and showing that you care about letting them know the things that they find valuable. So when they do need to list or buy a property, you’re the first one to pop into their mind.

and by achieving all of these three goals, as we mentioned earlier, it leads to achieving the fourth goal of:

  1. CLOSING MORE DEALS!

Even if you are posting about a listing on your social sites, you need to be driving anyone who is interested back to your website to learn more about the property and how you can help.

The Big Social Media Don’t

While we are talking about listings, I want to mention the biggest downfall most businesses make when trying to use social media for business. If you are a land pro looking to use social media to achieve your marketing and business goals, do not make your social channels solely sales channels. Do not only post listings or company news. Social media needs to be social in that you create a community and network of sharing valuable and engaging content. If your posts are strictly promotional, you will lose your audience before they have a chance to get to know how amazing your company and your listings are.

Only talking about your business and promoting listings on your social channels is to your audience the same as turning on the TV and finding out the only thing ever on is commercials – even if they are super bowl-level-awesome commercials. You’ve all heard of the 80:20 rule? You need to be doing at least 80% engaging and informational content that is valuable to your audience and that positions you as the expert in your market and then 20% sharing property listings or company news.

Now, you may be thinking – but this is a company page and I need to get my clients’ properties out in front of as many eyeballs as possible. But think about this, if you’ve driven your audience on social media away or don’t have an audience – or worse have an audience that isn’t engaged and has become trained to tune out your posts – is that really helping you get eyeballs on your clients’ listings?

I’m not saying don’t post listings, absolutely do! Facebook and Instagram are wonderful places to showcase all those high res property pics and drone videos. Just makes sure you are doing a mix of posting listings and showcasing yourself as an expert – and always do both of these in a way that drives your audience on social media back to your website where you can guide them through the rest of the marketing funnel you’ve (hopefully) put in place.

Now that we’ve talked about the big Don’t, let’s look at a few Dos of social media:

Do Tell A Story
You may need to put a little PR spin on it but every piece of land has a history – and even if that isn’t known, it has a future. Find an angle and try to create a story around your latest listing that people will want to read. This is a great way to still get eyeballs on your clients’ properties without coming across as like you’re trying to sell, sell, sell. Write that story up in a blog post on your website, link to the listing from in the post, and share the link to the blog post all over social.

Tell A Story

Do Keep It Local
The best way to create share-worthy content is to make it relatable to your audience. Write (or at the very least share) pieces that inform your audience about what’s going on in your local market. Whether it’s telling them the top places to enjoy the land while hiking locally or new legislation that affects local landowners – be the source of all things land in your market. If you can add your expert take on that post as well – even better!

local social posts

Do Use Video
In case you’ve been living in a closet the last few years, social media sites and users love video. If a picture is worth a thousand words, a video is worth ten thousand. Whether it’s you touring a property, sharing expertise on a topic, or a listing promo video clip, get it on social. To extend your videos reach on Facebook, keep in mind they are more likely to show your video to people if you upload it directly to their site or ‘Go Live on Facebook’ (versus say uploading it to YouTube first and sharing the link to the video).

drew ary video social

Be consistent
One of the best ways to build trust and keep yourself top of mind is to post regularly. Give your audience something to look forward to and a reason to stop by your page every day. There are some great tools out there to help you schedule posts – hootsuite is a personal favorite and its free — but nowadays most social sites including Facebook and Twitter, have ways to schedule your posts through their site directly. Set aside 30 minutes a week to schedule all your posts for that week. Now, that doesn’t mean you should set it and forget it though. Check back and engage with those commenting on or sharing your posts. Pro tip, check out Canva for creating graphics and Pixabay to get free stock photos to use in your social posts.

social clock

Also, be consistent in your voice. The tone and voice you use in your communications is as much a part of your brand as your logo. You know better than anyone your clients, what tone would they relate to, what voice do they want to hear?

Be genuine
Finally, the most trustworthy people are those you know are being genuine. Help people get to know you and your company’s values and personality through your posts. Be yourself, have fun, and do what you do best – help people!

genuine social post

To wrap it up, being on social media is not as simple as starting an account and putting up a few posts. For your social efforts to be effective, they need to be strategic and integrated into your overall marketing plan (which should be integrated into your over all company strategic plan). Make sure to check out the full Unleashing Your Social Media Strategy webinar recording for some great tips from my co-hosts Drew Ary, ALC, and Wendy Johnson, ALC. If you guys ever have any questions for me, you can also find my contact info on the staff page.

 

 

Jessa Friedrich, Marketing Manager, REALTORS Land InstituteAbout the Author: Jessa Friedrich, MBA, is the Marketing Manager for the REALTORS® Land Institute. She has served in her current role in the land real estate industry since March 2015 and has since fully rebranded the organization, developed and optimized their new website, and created and implemented a new strategic marketing plan that has a heavy focus on social media and content generation. Jessa has a Master of Business Administration (MBA) degree with a specialization in Social Media Marketing from Lewis University. She has seven years of experience developing and implementing digital and social media marketing strategies for small to medium sized businesses and a proven track record of success. As Marketing Manager for RLI, she has seen the power of using both paid and organic social media growth strategies as a part of the organization’s bigger picture strategic plan to help grow their annual National Land Conference by 44% and to help sell out its annual LANDU Education Week for the first time in history. Since 2015, the marketing strategies being implemented have increased the organization’s organic website traffic by over 145%, which includes a 941% increase in social traffic to the site. As Marketing Manager, she has also played a large role as part of the team that has led the organization to see over an almost 40% increase in new members in year one and a 47% increase on top of that in year two so far. Copyright Jessa Friedrich 2018.

Call The Neighbors And Other Prospecting Tips

Early in my land career, I learned a valuable lesson. I got a call one day from a broker who works in my market area saying he had a prospect for one of my listings. They toured the property, submitted an offer, and we negotiated to an executed contract. About a week later I was gathering some information for the closing attorney via the property assessor website. It was then that I discovered that the buyer was the landowner immediately adjacent to my listing. The broker that submitted the offer had seen the property marketed online and was friends with the eventual buyer. He made one phone call to his friend and became the buyer’s broker in the deal. By failing to contact that individual myself, I gave up half of my commission – over $100,000.

Before I go on, I want to make it clear that I have no issues cooperating with other brokers. Our land broker community is a small one and pretty tight. I have done plenty of deals that would not have happened without the cooperation of fellow brokers and I welcome their involvement. But in the case above, this buyer was someone I could easily have gone to directly.

It seems like a simple thing – get in touch with the adjacent landowners to gauge their interest in your listing. But I screwed it up. So, maybe by pointing it out, I can help someone out there avoid the same mistake. Certainly, we all have go-to buyers who we contact the moment we have a property that fits in their wheelhouse. But it’s always possible the simplest solution is literally right next door.

Since entering the land brokerage industry 5 years ago, I’ve made a few (a lot of?) other mistakes or simply failed to do some (MANY!) important things. So, I’d like to offer some tips on prospecting to help you get more deals and maintain a more consistent pipeline.

When on the phone, if they will keep talking, let them talk!

When I first started cold calling, many of my calls lasted less than 20 seconds. I would get someone on the phone and ask if they wanted to sell. If they said “no”, conversation over. Move on to the next call. Over time, I realized I was doing it wrong. I began engaging people in conversation – even if I knew they weren’t sellers. I learned about people. I built relationships. And pretty frequently, I got a tip on a family member or friend nearby who owned land as well. By making the phone call less about a “yes” or “no” and more about gathering information, I was able to make my calls more productive and, frankly, more enjoyable. It was also a great way to set myself up for doing what I recommend in the next tip.

When prospects tell you “no”, call them back later

At this very moment, I am working on a rather large deal that is the result of consistently calling back a “no”. I’ve been following up with this guy for over 3 years and he is finally ready to sell. In fact, on my most recent follow up with him, he told me he still wasn’t a seller. Then he contacted me a week later and wanted to move forward. The point here is that people change. Regular follow up is VITAL to make sure you get to them when they are ready. Many things can make a landowner change their mind: a bad crop year, a death in the family, birth of grandkids, or whatever. The answer may be “no” today, but is likely to change to a “yes” at some point in the future. You want to make sure that when “yes” arrives, you are the only person that owner will think of.

Flag down the tractor

This tip falls a bit more under the heading of canvassing than prospecting. But when done well, it leads to more effective prospecting. Have you ever been out looking at land (in my case row crop farms) and seen someone plowing or spreading fertilizer? Next time you do, park your truck on the side of the road and see if you can get his attention. He might be a contractor, or a farmhand, or maybe even the owner himself. But no matter what his role or position, you’re bound to get some great information from him if you simply engage him in conversation. Using this technique, I’ve gotten names, addresses, and even cell phone numbers of quality prospects. It may sound a bit weird or make you uncomfortable, but the tractor driver generally welcomes the company. He likely spends most of his day alone in that tractor cab. Give him the opportunity to talk, ask the right questions, and before you know it you’ll be listing that $10MM property that you got from the guy on the tractor.

There are millions of different tips and tricks to effective prospecting. I’ve written in the past on outsourcing your time and using good software to boost your prospecting efforts. But there is no substitute for getting on the phone or talking in person with people who own property. In my opinion, this is far and away the most directly effective method for listing and selling property. First, call the neighbors. Then, call EVERYBODY ELSE.

This post is part of the 2018 Future Leaders Committee content generation initiative. The initiative is directed at further establishing RLI as “The Voice of Land” in the land real estate industry for land professionals and landowners. For more posts like this, click here.

mcdow, calebAbout the author: Caleb McDow, ALC, is a land specialist and vice president with Crosby & Associates, Inc. in Winter Haven, FL, with a Master of Science in Real Estate (MSRE) and is a licensed private pilot and drone operator. McDow joined the institute in 2014 as a Military Transition Program (MTP) member.  He serves on the Institute’s Future Leaders Committee and regularly blogs on real estate issues. Caleb McDow can be reached at 352-665-6648 or caleb@crosbydirt.com

Is Pine Timberland Still a Good Investment? Thoughts on the WSJ Timberland Article

The Wall Street Journal published an article last week that has caught the attention of many landowners or those who are considering making a timberland investment. This week I have been tagged by friends and followers in posts and comments on Facebook to ask my thoughts about it. The article is entitled “Thousands of Southerners Planted Trees for Retirement. It Didn’t Work.”

Ryan Dezember, the author of the article, makes some very insightful observations and reports on broad trends in the Southeastern pine timberland markets. I tend to agree with many of his statements in a broad sense, and am glad to know he has ties to Alabama when he was previously a writer for the Mobile Press Register. You should read his article in full before going any farther in this post. Also from the outset let me disclose that I am not a forester, economist, accountant, or attorney.  Everything below is solely my opinion based on years of observation as a broker of Alabama timberland, and is not legal, forestry, accounting, or other professional advice.

Mr. Dezember makes three points that are virtually indisputable on a large scale across the Southeast.

  • In many places in the Southeast the supply of standing pine timber far exceeds the demand or capacity of the local mills.
  • This “glut of timber” has caused the price for timber to go down in many parts of the Southeast.
  • Some institutional investors and individual landowners have lost money, significant money, in their timberland investments in recent years.

That all sounds like bad news. However, what if someone told you “Go invest your money in the stock market.” That is a broad and daunting task for the novice investor. Are there still any stocks that are winners in a declining market? Sure there are. You just have to know what to look for. The same is true for investing in timberland. Here are some elementary things you can do to increase your chances of making a good pine timberland investment.

  • Find land with quality soils. The better the soils, the better and faster that you will generally be able to grow timber. Look for soils with a high site index for loblolly pines. Soils that will grow genetically superior loblolly to 90′ to 100′ in 25 years are highly desirable.
  • Locate close to several mills. Loggers generally tell me that you cannot haul timber more than 75 miles and the landowner or loggers make any money. Locating land close to one or more mills, along good roads, increases your potential to make a good investment. The closer you are to the mill, the less money the loggers spend on hauling, and the more money goes into the landowners pocket. The money paid to the landowner for their cut timber is called“stumpage”. Locating close to more than one mill means that you have several mills competing for your wood, and you are likely to be able to get a higher price when it is time to sell your land
  • Find sites that can be logged in wet weather. Locating an upland property that can be logged during the winter months is a great way to increase your chances of making a good timber investment. Timber harvesting equipment is heavy and will bog down in the mud during the wet season. Having well-drained soils that can be navigated during rainy weather is a real plus. Mills tend to pay the most during the wet season because that is when they have the most difficult time getting wood to their yards. Look for tracts that are loggable (suitable for logging) during winter and have access to good dirt roads or paved roads.
  • Invest for the Long Haul. Pine trees have been genetically enhanced to grow to maturity faster than ever before. You can now reach a full growing cycle in 25-30 years. But trees still take a long time to reach maturity compared to a stock or mutual fund. Allowing yourself some flexibility on the length of the investment can pay big dividends if you can time the harvest of your timber sale to correspond with higher market prices. Some institutional investors have a fixed window of time in which they must generate a given rate of return. If your fund length is 10-12 years, but your timber needs 15 years to reach maturity, then your fund is likely to suffer. Give yourself plenty of time to take full advantage of the biological growth of the trees and the corresponding higher prices in the timber markets. Giving a tree another year or two of growth may allow the tree to move up into another age class, meaning it can be sold at a higher price because it can be used for a product that requires a larger tree.

The good news for small to medium-sized investors is that you can avoid some of the problems that have plagued institutional buyers. Timberland Investment Management Organizations (TIMO’s) are given the difficult task of going and Finding a large package of timberland to Purchase on behalf of their client, Manage the fund for 10-15 years, and then Sell with guaranteed returns. Often these packages are 10,000 acres up to 100,000 acres. It is difficult to pick the very best pieces of land when you take that approach. To some degree you have to take what is available on the market at the time. Smaller landowners can be much more surgical in their selection of prime pine timberland.

In my opinion, pine timberland can still be a good investment. Like every other investment, you need to educate yourself on the topic, research the options, and enlist the help of a team to help with your purchase. Southeastern Land Group has a Timber Sales Division with registered foresters that can assist you in making a sound timberland investment. Our team of brokers and agents helps people buy and sell thousands of acres of timberland around the Southeast every year. We will be happy to assist you in your search for a good timberland investment. Please let us know how we can be helpful to you with your land investment needs.

This article was originally posted on the Southeastern Land Group website.

Jonathan Goode is an Accredited Land Consultant (ALC) and a partner with Southeastern Land Group. He is a licensed broker in Alabama and Mississippi, and is the co-host of the weekly radio program and podcast “The Land Show.”