Dealing with Holiday Stress As A Land Agent

The holidays are a stressful time for everyone, but especially for land agents. Many clients have a tight deadline to get deals closed before the end of the year or even before tax season. With tensions running high and a seemingly endless to-do list, it can be easy to give in to the stress of the holidays. However, there are a few things you can do to deal with holiday stress.

Communicate

Strong communication is always key in the land industry. With so much happening around the holidays, one of the best ways to reduce stress is clear and constant communication to make sure all projects are headed in the right direction.

“As always communication is key, staying in contact with everyone involved in a transaction especially during this busy time of the year can make for a less stressful transaction,” said Calvin Perryman, ALC, with Great Southern Land.

Know Your Calendar and Everyone Else’s

It can be hard enough to keep track of what’s going on in your life, let alone everyone else’s. Keeping your calendar updated with the schedule of those you work with and for is the best way to make sure you don’t miss an all-important meeting or double book yourself.

“When closing a land deal around the holidays it is always best to make sure everyone is on the same page with their schedules,” said Perryman. “Make sure everyone knows when the parties will be out of town, when the attorneys’ offices will closed, and let everyone know your holiday schedule as well.”

 

Turn Your Ride Into Fun

Long car rides can drain you of your energy. To make them more enjoyable, try listening to some great land podcasts to learn on the go. Let’s Talk Land by Lou Jewel, ALC, features great guests and explores a wide variety of topics. Another great land podcast is The Land Show, co-hosted by Jonathan Goode, ALC.

Make Health A Priority

While trying to juggle everything else, people tend to think their health is the first thing they can let slide. Actually, a lack of sleep and poor diet lead to weaker concentration, poor memory, and can cause your stress levels to skyrocket. Be sure to use plenty of hand sanitizer, eat leafy greens, and squeeze in at least six to seven hours of sleep whenever you can. We know that a good night’s sleep can be rarer than spotting Santa Claus around Christmas, but sleep is always a good investment, especially around the holidays!

 

While trying to juggle work, family, friends, and everything else that comes along with Christmas, you can be left feeling exhausted and miserable at what is supposed to be the most wonderful time of the year. We hope these tips help you get organized and healthy for the upcoming holidays.

Is your New Year’s Resolution to learn more about land? Once the holiday stress settles, be sure to check out our upcoming LANDU Education courses.

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.

 

Tips From Land Experts on Closing Year-End Deals

With stress running high and people busier than ever, closing deals in December can be difficult. To find out how some agents flourish during the holidays, we reached out to some of our elite Accredited Land Consultants to find out their top tips for closing land deals in December.

Be Where The Buyers Are

Did you know that 78% of people do their holiday shopping online? Every year, more and more people go online to make purchases. With such an increase in screen time, sharing your properties on social media and in targeted ads is a great way to get your properties in front of potential buyers this time of year.

“The holidays are one of the better times to market your properties as families get together, shop on their phones, and flip back and forth on Facebook,” said Drew Ary, ALC, with Ary Land & Home/ Keller Williams Advantage. “In fact, 78% of people do most of their holiday shopping online and 54% of purchases will come from smart phones and tablets. Share your property listings and do some live videos about purchasing the ultimate Christmas present! Tell them to plan for tax season and use that extra money to make the most memorable investment there is to make!”

Communicate

Communication is always important in the land industry, but it is especially important around the holidays. As the calendar fills up, you run the risk of double booking a showing, client meeting, or other events. Clear communication is important with your staff, clients, and friends and family.

“Elevated communication is key. Each day matters when it comes to deadlines, so putting together a closing schedule early and keeping everyone in the loop at each step is essential,” said Kenny Schum, ALC, from Murray Wise Associates, LLC. “Make sure you know each stakeholders holiday travel schedules and business hours early and plan accordingly.”

Know Why They Buy (Or Sell)

While the popular misconception is that December is the slowest month for real estate sales, the looming tax season and the natural desire to get things done before the end of the year creates a whole new client base. Knowing who and why people buy will help you in closing land deals in December.

“Year end is busy for real estate brokers, buyers, sellers, and investors because it is a natural deadline for decisions,” said Ben Crosby, ALC, from Crosby & Associates, Inc. “Taxes are a major reason for these decisions. Buyers either want a purchase on their books before year end or after the new year. Sellers make the same decisions based on their best tax strategy.”

Be Prepared

Knowing that this time of year is hectic can actually be your secret weapon. Use the months beforehand to plan, schedule meetings, and layout what needs to be done before the holiday mayhem hits.

“Scheduling closings during the holiday season can be tricky,” said Phil McGinnis, ALC, of McGinnis Commercial Real Estate Co.  “I prepare all year to be able to call in favors at holiday time to get my closings fit in. Lawyers, paralegals, and the whole team of surveyors and appraisers usually don’t mind helping out if they have been helped out throughout the year.

De-Stress

Holidays have a way of packing on the stress. Working around the clock while trying to juggle all your other Christmas activities can drain even the toughest agent quickly. Make sure to take some time for yourself.

The holidays can be a tough time to close deals. However, with the right mindset, preparedness, and open communication with those in your office and in your life, closing land deals in December will be a breeze!

Don’t have your Accredited Land Consultant (ALC) Designation yet? Learn about the requirements for and benefits of earning this prestigious designation!

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.

Selling Land in a Down Market

Selling rural land in a good market is fun. Lots of fun. Buyers are throwing money at you, sellers are happy with how quickly you sold their property, and you have some extra money in your pocket. You hope these days will never stop. But in the back of your mind you know that “all good things must come to an end.” Sales can be the best job in the world when it is good, and a very difficult career path when “no one is buying.”

I started my real estate career in January of 2008. Do you remember what was happening in real estate in 2008 and the years that followed? It was “the worst real estate market in 50 years.” I had the luxury of not knowing what a good market was. It was slow going for me to build a business from scratch, but I didn’t have to fight through the emotions of having a few great years, and then going into a deep slump.

Every year I was in business was my best year ever, up until 2016. In 2016, I made about 1/3 of what I earned in 2015. It was my first down year in my career. That year we welcomed a son into our family, and that involved a lot of time at home and kept me from being out in the field. I had some demands on my time because I served on several boards and was the president of the RLI Alabama Chapter. And it didn’t help that we had one of the most contentious presidential elections in recent history that year. My personal circumstances and the local market climate all added up to a big bust for me that year. But I learned a lot, and this article contains some of the lessons that were impressed upon me by my circumstances.

Here are some practical lessons that helped me get through some tough times, and I hope they are helpful for newer agents in the industry.

  1. Trim Debt- I don’t mean to sound like Dave Ramsey here, but there is a lot of freedom that comes from not being under the huge burden of large monthly payments. This isn’t always possible, especially for the business owner, but trim the debts where you can.
  2. Spend Money on the Things that Generate the MOST ROI. When you are flush, you will throw marketing dollars at anything that moves. When times get tough, it makes sense to invest those dollars in the places that will make you the most money. Revisit your online advertising plans, magazine ads, infrastructure, and business systems to see where you can squeeze more out of what you’re putting in.
  3. Be Diligent- When you get discouraged it is easy to slough off on work and go hunting or to the movies. Make the calls, send the emails, put in the face time that will generate the business you need. Down markets are not the time to take it easy.
  4. Be Active- The success of your business hinges, to a large degree, on how active you are. This principle is amplified when fewer people are buying. The activity also helps buoy your spirits, and makes you more productive and positive. Be proactive and do things that engage you spiritually, physically, socially, and mentally. I had to constantly fight the urge to withdraw and sit at home and mope. So much of the battle for making sales is fought between your ears. I am a fan of the concept of “What you think is what you become.” To a large degree, your thoughts shape your actions, and actions often shape outcomes.
  5. Be Generous- “It is more blessed to give than to receive.” is a famous quote from Jesus in the scriptures. Whether you are religious or not, this principle is true. Giving of your time, talents, or resources to others takes your mind off you and focuses on the needs of someone else. Trust me, it just works.
  6. Have Something Positive to Say- “How is the land business?” You will get asked this question 20 times a day. How you answer it will determine how much new business and what opportunities come your way. Don’t lie, and don’t manufacture stories to impress, but have something positive to say. Talk about a recent listing, showing, or offer if you don’t have recent sales to discuss. People want to do business with positive people.
  7. Always have 1 Property that is a DEAL. When someone asks you if have any deals, you need to have something to say. This is the chance to make a sale on something that is a really good buy or has some upside. Be ready to present a prospect with something that could make them some money.

I know this list is pretty elementary, but the lessons here helped me get through some difficult times. So much of selling is based on the vibes that people get from you. Find ways to be positive and better yourself. You need all the extra encouragement you can get to get it done. I have found Zig Ziglar to offer some helpful, time-tested perspective on sales topics like this.

There will be down markets ahead. No one knows exactly when, but markets are cyclical. I hope this article provides some ammunition to help you prepare and fight the war you’ll fight within.

Jonathan Goode, ALCJonathan Goode, ALC, is an Accredited Land Consultant (ALC) and broker with Southeastern Land Group. He is licensed in Alabama and Mississippi and was the 2018 Alabama Land Realtor of the Year. You can hear him on his weekly radio show and podcast, The Land Show.

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.

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.