Our founder, Dean Saunders, believes a deal gets done when both the buyer and the seller’s needs are met. He is an evangelist of the power of the marketplace and loves to broadly expose properties because you never can tell exactly where a buyer may come from. As he likes to say, “I can’t sell a property unless I tell people it’s for sale!” Typically, we use a targeted, rifle approach to reach those we know are likely buyers, but supplement our efforts with a broad, shotgun approach to penetrate the market.
Led by Dean’s vision for marketing, SVN | Saunders Ralston Dantzler Real Estate has consistently led the pack in new marketing strategies. For instance, we were an industry pioneer in drone video and continue to pursue video marketing today. To date, we have logged almost 500,000 video views with nearly 1 million minutes watched.
Beyond video, we are working today with technologies our competitors simply can’t match because of the required investment in tools, talent, and time it takes to stay on the cutting edge of digital marketing.
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Our Marketing Strategies
GIS MAPPING/SALES ANALYSIS
Targeted Demographic Lists
With in-house GIS mapping services, we produce lists for targeted mailers to your property’s neighbors, specific landowners categories, and more from our database of 67 counties.
Pricing Your Property
Our state-of-the-art GIS mapping process logs verified sales from all over the state for land property categories. You have an invaluable competitive edge when making pricing decisions that will be market-friendly.
We place 4’ x 4’ or 4’ x 8’ signs, with high visibility, on your property and can include a rider with specific information.
Property Marketing Materials
Flyers or magazine-style brochures, and other presentation materials are customized for your property. These professionally-designed, full-color print materials are available with photos, maps, features, amenities, aerials, and technical information.
Our professionally-designed, multi-page magazine style publication presents the entire listings inventory (at the time of publishing) and is distributed, in print, to over 20,000 contacts from our private, nationwide database twice a year. This magazine is updated quarterly, is housed on our website, and is also sent by email to our client list of over 10,000. The Landbook Catalog offers additional opportunities for featuring property ads.
Customized sales pieces are distributed to a targeted demographic list from our 43,000 contact database, broker and sales agent network in addition to neighboring property owners.
Magazine and classified ad campaigns are available to our landowners when appropriate. Examples include advertising in Open Fences, The Land Report, Citrus Industry, Florida Cattleman, and The Wall Street Journal as well as specialty industry and local publications.
Lay of the Land Market Report
The Lay of the Land Market Report continues to be the single source compiling verified Florida land sales data to evaluate market trends throughout the year. We provide data to landowners that can be accurately interpreted and applied, leading to more informed, relevant decisions. Visit LayoftheLandReport.com.
PHOTOGRAPHY & VIDEO
When looking at ranches, acreage, or grove properties, sometimes it can be difficult to view large properties from the ground. We have an innovative way to fly properties using the latest aerial technology to produce stunning photos and videos.
Videos are featured on the property pages of our website and also on YouTube to gain SEO and referral traffic back to your listing.
Live Game Cameras
When appropriate, we feature wildlife activity “in real time” on hunting and recreational properties. Live Game Cams capture activity during select hours each day. These cameras bring the property to life for the outdoor enthusiast, who can view the variety of game and wildlife.
Our newly-designed website launches soon and features stunning photography and videos, easy search functionality, flyer downloads, and registration for visitors to save favorite searches.
The Land Journal is a resource site for landowners, investors, farmers, ranchers, policy-makers and others to find the information they need about the land industry. Through articles, blogs, podcasts and more, we provide great content from land industry leaders on topics like conservation, agriculture, finance, legal terms and economic trends.
Property Listing Websites
All properties are listed on our mobile responsive website, SREland.com as well as SVN.com, SVNflorida.com, and Global.SVN.com websites. Properties are also listed on several land listing websites that have proven to be successful for our listings including: LandBrokermls.com, LandsofAmerica.com, LandWatch.com, LandandFarm.com, LandSaleListings.com, OpenFences.com, LandFlip.com, LandandRanchSales.com as well as general commercial real estate websites: Crexi.com, TotalCommercial.com, and RealtyZapp.com. Our higher value listings populate to wsj.com (Wall Street Journal Online) and MansionGlobal.com. Specialty property listing websites are also used, such as those for equestrian, farms, fish farms, etc.
Content & Inbound Marketing with HubSpot
Content is a vital tool in digital marketing. Our content efforts include articles on The Land Journal, blogs on our main site, and press releases distributed digitally nationwide. We also utilize Hubspot to automate inbound marketing. This technology ensures we understand response and activity on our sites, social media platforms, and emails. Our significant investment in Hubspot for digital marketing automation is part of our strategy to understand our audience and provide the content they want – when, where and how they want it. We track specific activity related to your listings and how our audience is interacting with them.
SEO and Google Paid Ads
Search Engine Optimization (SEO) generates high-quality traffic to our site attracting the greatest potential buyers. In addition, we invest in ongoing paid Cost-Per-Click (CPC) ad campaigns on Google to target specific keywords and drive traffic to your listings.
Professionally-designed emails are designed for improved open rates and our technology allows us to see all activity and assess effectiveness. With our HubSpot technology, we are increasing our level of email customization and automation. We send emails those in our in-house database based on their stated preferences, and potentially to CCIM’s Real Buyer Direct, CREXI prospective buyers and brokers, and the SVN® platform.
We share property information, videos, and content on Facebook, LinkedIn, Twitter, and even Instagram. They are often shared by industry associates and publications like Open Fences and The Land Report. Many of our own agents push their listings through their individual business social media accounts. Our digital and social media specialist regularly visits targeted social media networking groups to share listings and seek leads for our team.
Lay of the Land Conference
Bringing in land buyers and sellers from across the state and country, the annual land conference is an excellent networking event. Property listing
materials are showcased.
Listing Presentations at Events
Every event the company hosts or attends includes property listing materials or presentations. Events such as Florida Cattlemen’s, Florida Forestry, Florida Blueberry Growers, Florida Strawberry Association, Florida Nursery Growers and Landscape Association, and Citrus Associations, along with our own Lay of the Land Conference and annual BBQ, are good opportunities for property exposure. Our presence at events throughout the year allows for additional networking with potential buyers.
MANAGING YOUR LISTING
Weekly Sales Meetings
Each Monday, our real estate professionals and staff gather to review new listings, allowing all our sales associates located across the state to meet and share information about new and existing listings. This is the perfect opportunity to get your property into a network of sales associates and
SVN® Shared Value Network
Our affiliation with SVN® offers significant marketing value to our clients. Our listings are distributed to the SVN listings platform. Each week, the SVN | LIVE® Weekly Property broadcast offers an opportunity to promote listings to not only the 1,600+ SVN staff and advisors, but the entire brokerage community.
Old Fashioned Networking
Through phone call campaigns and broker/sales agent relationships, the REALTORS® Land Institute (RLI), Certified Commercial Investment Member (CCIM) meetings, REALTOR Association meetings, and other brokerage networks, pitch sessions for your property will be conducted where appropriate.
Property Activity Reports
We provide regular report listing all activity, including inquiries and feedback from interested parties, property showings, and marketing efforts.
Our Marketing Presence
Our marketing presence has been well-curated and established over many years of consistent investment in time, technology and talent. In the attached Land Brokerage Services brochure, you can read specific details about our arsenal of marketing strategies. We are confident that our work in print, direct, digital, and content marketing is unrivaled in the industry.
Print and Direct Mail
We continue to deliver direct mail campaigns including postcards, letters, flyers, and our listing catalog. We mail our listings catalogs and market reports to tens of thousands of targeted contacts each year. Our ongoing dedication to quality content production and direct marketing offers unparalleled benefit to our clients.
We are aggressive in our digital marketing strategies. Going beyond posting property information in listings websites, we do our own targeted Google paid marketing and continue improving domain authority ranking. This number is reported by independent third-party verification and indicates the higher likelihood that our digital information will be served in search engine results above our competitors’ content. Boosting our domain authority requires consistent digital production of high-quality listings information as well as thoughtful industry-related content.
A unique way that we deliver content to improve our domain authority is through The Land Journal (thelandjournal.net), our new content website. Content is vital to digital marketing presence, so we have a full-time curator focused on creating compelling and timely industry expertise for our audience.
We also integrate our digital marketing automation across all channels with Hubspot. With this software, we are developing new strategies to target individuals in our audience with customized information delivered when and how they want to receive it while tracking their activity and response across email, websites, video channels, and social media.
Digital Competitive Rankings
While we still focus and believe in traditional marketing and direct mail, we understand that the internet is the new “signage” of real estate. We are committed and have been for many years, to the long game of investment in SEO and content development that produces authority in the digital space.
Real estate marketing has changed rapidly in the last two decades since the internet first began to make inroads into how people access information. Fifteen years ago, signs supplied about 75% of our leads, and 25% came from other sources like direct mail and the internet. Today, those numbers are reversed. Buyers do not search for real estate by driving around to look for signs anymore, they search online for properties from their home or mobile devices.
We know that our emphasis on digital strategies is unique in the market because we carefully track our performance against others we view as competitors in the Florida agricultural land market space.
You can find a report of our digital marketing rankings here which highlights some of the results of our efforts. We have the highest domain authority among Florida land brokerages, over 40,000 other webpages link to us, and we rank for almost 2,000 keywords.
We embraced new trends early and invested consistently in digital marketing to create an advantage for our clients today. The reality is that domain authority can’t simply be bought, it must be earned the hard way through a great deal of time and effort. Our digital marketing program is a significant differentiator for our clients and one that we continue to develop and nurture.
Lay Of The Land Marketing Report
The Lay of the Land Market Report continues to be the single source compiling verified Florida land sales data to evaluate market trends throughout the year.
Printed and mailed to targeted readers annually, and released every quarter in digital format, the commercial market report presents verified sales data and commentary on industrial, office, retail and multi-family transactions.