5 Digital Strategies Every Land Professional Can Use to Market a Client’s Land
Digital marketing plays a critical role in how farmland is marketed today. Understanding your audience and using the right tools can significantly improve exposure, engagement, and results when selling land.
1. Know Your Audience
Understanding who is viewing your listings is essential. Google Analytics provides valuable insight into buyer behavior.
Data such as age, gender, interests, browsing habits, and visit timing helps identify the type of buyer engaging with your land listings. This information allows you to tailor marketing strategies to match buyer intent.
2. Collect and Use Data
Collecting customer data helps track and nurture potential buyers. Simple tools like email signup forms or gated sales flyers allow you to capture contact information.
You can also gather data through website cookies, Google tracking tools, and the Facebook Pixel. Additional data sources include purchased lists from providers such as Accudata.
Always ask buyers how they heard about the property. Auction registrations and land showings also provide valuable data points.
3. Use Geofencing
Geofencing allows you to target buyers based on location. This strategy works well when marketing land to buyers who live or operate near the property.
Digital ads can appear to users within a defined geographic area, increasing relevance and response rates.
4. Refine Your Target Market
Once you understand your audience, create ads designed to reach that buyer type. Start broad to gather engagement data.
As leads come in, refine your marketing funnel. Focus advertising on users who share traits with buyers already showing interest.
5. Build Look-Alike Audiences
Organic content helps identify buyer behavior. Using tracking pixels, platforms like Facebook and Google can then find similar users.
Look-alike audiences allow your ads to reach people who resemble past buyers, improving efficiency and return on investment.
David & Ann Whitaker | Iowa Land Guy
When you think of farmland, think of us.
