Transcript AgriLand Brokerage and Marketing

Marketing
Process of promoting, selling, and
distributing a product or service
Objectives
List the steps to identify the target market
 Explain the process for segmenting the
market
 Describe the elements to be included in a
formal presentation
 List ways to package a property


Understand how to obtain financing
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Identifying The Target Market
Two stage effort
 Highest and best use identified
 Selection of target

individuals
syndicates
investors
developers
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The Segmented Market
List of prospective, qualified buyers
 Other determinants

location
buyer demographics
overall market scale
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Qualified Buyers
Previous client contacts
 Fellow brokers

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Group Activity 8-1
Group Discussion 8-1: Targeting the market.
Ask each student to devise a strategy for their firm as they
establish the target market for a property. Each student in turn
then identifies and explains their first strategy. This discussion
continues until strategies begin to repeat.
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Selling The Seller
Adopt seller’s point of view
 Contacts?
 Use firm that sold property
 Recommendations
 Reputation

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Firm Image
Logos
 Signs
 Correspondence
 Internet presence
 Advertisements

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Packaging The Property
Property is available
 Why it should be considered

lowest price
largest / smallest
closest
most quiet / picturesque
utilities
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Marketing Campaign
Signs on property
 Newspaper / publication
advertisements
 Direct mail
 Website
 MLS
 Radio / TV

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Package
Formal presentation
 Brochure
 Advertising

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Formal Presentation

Physical
location
soils
drainage
topography
improvements
access (transportation and utilities)
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Formal Presentation

Economic
price
terms
taxes
yields (crop base)
local markets
comparable sales
projected income
actual operating figures
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Formal Presentation

Legal matters
legal description
name of owner
encumbrances
zoning
water and mineral rights
date of possession
easements
permitted uses
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Formal Presentation

Social
schools
fire protection
law enforcement
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Contents
Table of contents
 Listing of major property factors
 Description and price
 Analysis of land and improvements
 Income analysis
 Location analysis
 Statement of limiting conditions

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Brochure and Advertising
Brochure — Summarizes formal
presentation
 Advertising

institutional
firm name
property
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Property Advertising
Signs
 Letters
 Newspapers and other publications
 Electronic media (no spam)

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Securing Financing

Sources
Farm Credit System (FLCAs, ACAs, etc)
sellers
commercial banks
life insurance companies
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Module 8 Review

List steps to identify lawful target
market
property analysis
select target buyer
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Module 8 Review

Explain process for segmenting the
market
geographic
demographic
scale
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Module 8 Review

Describe the elements to be
included in the formal presentation
attractive photos
physical
economic
legal
social
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Module 8 Review

List several ways to package
property
formal presentation
brochure
advertising

Advertising
institutional, firm name, and property
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Module 8 Review

How to obtain financing
Farm Credit System
sellers
commercial banks
life insurance companies
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Self Assessment Questions
The two stages of marketing are.
 Which is an item contributing to firm’s
image.
 The three types of advertising are.
 Physical data about the property
includes what.
 Sources of farm and ranch loans.
 What is an ACA.

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