Lands of the Pacific Northwest and Rocky Mountains
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MARKETING PLAN THE SHUMWAY CONSERVANCY, LLC • ATTENTION LINDSAY WINSOR SHUMWAY CONSERVANCY DISSOLUTION TEAM
ENCLOSURES • Shumway Q&A
• Digital Advertising
• Marketing Tools & Services
• International Marketing
• Print Advertising
• American Farm + Ranch Events
Christopher D. Stuvland
/ Principal Broker, CLE
541.969.5383 / Chris@WhitneyLandCompany.com /
WhitneyLandCompany.com
Lands of the Pacific Northwest and Rocky Mountains
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THE SHUMWAY CONSERVANCY, LLC
Q&A How long have you worked in real estate sales in eastern Oregon? Do you have any other experience that is pertinent to selling real estate?
The Whitney Land Company has been dedicated to providing professional real estate services in the Pacific Northwest since 1970. We are a group of professional real estate brokers with farm, ranch and commercial experience who have a diverse background dealing with all types of agriculture – from financing through production – throughout the Pacific Northwest and the Rocky Mountain states. Our agents have first-hand knowledge of farming, banking, and marketing. Signing with us will provide you with the confidence that you are working with knowledgeable agriculture real estate professionals who have the necessary financial and evaluation skills. Jim Whitney – 52+ years experience Being in real estate for over 50 years has given me the experience and knowledge that purchasers, sellers, and brokers appreciate. As a CCIM, I can provide a higher level of investment analysis as one reviews properties through creative analysis to determine highest and best use. I have successfully worked for large companies on a confidential basis for property acquisition. I have excellent property and land knowledge throughout Oregon and a strong knowledge of the Pacific Northwest land values. I have a long-established network of quality real estate brokers that I work with. My reputation is known as one whose word is good, and whose communications you can trust. Christopher Stuvland – 5+ years experience Growing up in quaint Eastern Oregon, I was privileged to work for many ranches and farms, where I developed numerous skills and valuable knowledge of the industry at both a micro and macro level. While obtaining my degree from Oregon State University, I worked for the local watershed council in the Blue Mountains, where I was a private land project coordinator. There, I helped conduct studies on how to best conserve and realize the most efficient and effective use of the water, appropriated to various properties. Upon graduating from OSU with an agricultural degree, I began work for Wilbur-Ellis as a field man, Christopher D. Stuvland
/ Principal Broker, CLE
541.969.5383 / Chris@WhitneyLandCompany.com /
WhitneyLandCompany.com
Lands of the Pacific Northwest and Rocky Mountains
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focusing on sales and crop fertilizer application. With a diverse background in agriculture, I decided to make a long-term career decision to enter the real estate industry and specialize in the sale of agricultural and recreational properties. This allows me to combine my many passions surrounding agriculture. In this business, success to me, is defined as building strong relationships to put together transactions founded on trust, mutual respect and hard work. I commit to bringing forth tenacity, creativity, and the highest of ethics each and every day. What is your real estate sales designation: agent, broker, realtor? What real estate sales professional certifications do you hold?
Jim Whitney – Principal Broker, CCIM, CLE Christopher Stuvland – Principal Broker, CLE A CCIM is a Certified Commercial Investment Member. For more than 50 years, the CCIM designation has remained the gold standard for commercial real estate professionals, including appraisers, asset managers, brokers, developers, investors, lenders, and other allied professionals. CCIMs complete a rigorous program of advanced coursework and training in financial and market analysis, and demonstrate extensive experience in the commercial real estate industry. The Certified Land Expert – CLE – designation is reserved for highly qualified land professionals who have consistently demonstrated strong character, knowledge, experience and the ability to successfully navigate land sales for both buyers and sellers. The CLE recognition is the most coveted industry designation, and the admission process is both rigorous and demanding. Prior to becoming a CLE, applicants must have been recognized as experts by peers within the industry as well as professionals outside the industry including lawyers, CPAs, lenders, and others involved in the land transaction process. Do you work for a real estate sales company? Which one? If selected, would you be the main agent/ broker serving us or would that be someone else? Who would be our main point of contact?
Jim Whitney Christopher Stuvland
Owner, The Whitney Land Company Past Owner, Coldwell Banker Whitney and Associates Past Owner, Coldwell Banker CB ProWest The Whitney Land Company
Main Point of Contact will be Christopher Stuvland, with Jim participating as secondary. Christopher D. Stuvland
/ Principal Broker, CLE
541.969.5383 / Chris@WhitneyLandCompany.com /
WhitneyLandCompany.com
Lands of the Pacific Northwest and Rocky Mountains
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How would you go about preparing a market estimate for us? What document research would you do? How important are documents, comparable properties, and your own inspection of the property in the final estimate? Please note, we don’t want to see an estimate at this time: we want to know about your process.
The first thing we like to do when listing a property is order a list packet from a local title company. This usually gives us an overview of the property and allows us to read through the information. The data received is public knowledge and also gives us a chance to map the property prior to an inspection. We then like to meet the Seller – in your case, the Property Manager – and go look at the property. This allows us to hear the Seller or Property Manager speak about the property and exchange questions that might be pertinent to the property. It also gives us a chance to see if there is anything that might add additional value to the property that we would not find from searching the listing packet. This is a very important step. After a tour it usually takes us a week or two (depending on the property) to do the additional work to establish the market value of the property. Typically we have two approaches to value. 1) A Market Comparison Approach to Value wherein we find “like” properties in the area that are similar enough and see what they have sold for. Or 2) An Income Approach to Value based on a return of the investment from the revenue streams that are coming off the property. Whichever of the two is a greater value, we will suggest a value to go to the market with. Every part of the process – from researched documents to comparable properties to our own inspection – matters in finding the value. How would you go about publicizing this kind of property?
This depends on the type of property, the size, and what features the property has. We tailor our advertising to reflect what is best and most efficient for the property to achieve the end result of the sale. All of our properties have a baseline of displayed advertisement in both Print and Digital Marketplaces. We advertise in a variety of local, regional, state, national and worldwide publications. Our annual advertising budget is well over $150,000. Please see The Whitney Land Company Advertising Capabilities and Marketing Tools & Services in the Enclosures.
Christopher D. Stuvland
/ Principal Broker, CLE
541.969.5383 / Chris@WhitneyLandCompany.com /
WhitneyLandCompany.com
Lands of the Pacific Northwest and Rocky Mountains
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What information beyond name and contact information about prospective buyers we might identify would you want from us? Are we correct in thinking you would still do all negotiating and contracting: you just wouldn’t have to advertise?
Name and contact information is all we would need. Yes, we would still handle all negotiations and contracting paperwork. We would still advise that we work on getting the properties to the open market. This is part of the value we bring to you and to a potential Buyer: the fact they know we might sell the property to someone else. This will create motivation in a potential Buyer to work diligently at making an offer on the property and ultimately getting them to buy it at a higher price because they don’t want to lose the property. Please tell us about your fee structure. Do you charge different amounts for buyers we refer to you versus buyers you find? What are those amounts (percentage of sale price)?
Our real estate fee is six percent (6%) of the final purchase price. Typically, if we have a fully executed offer from one of the named buyers you give us within 45 days of the signed listing contract, we reduce our fee to four percent (4%). After the 45 day window we will have invested substantially into advertising, so at that point our fee goes to the standard six percent (6%). References:
Herb & Susan March Multiple Farm, Timber, & Recreational Properties Milton Freewater, OR Mobile: 509.520.4523 x7br@bmi.net
Gary & Karen Wilde Ranch Olex, OR Mobile: 541.454.2994 marlowinc51@gmail.com
Gail Fineberg Riverfront Ranch Lostine, OR Mobile:240.388.0889 gail.fineberg@gmail.com
Please tell us about three forest and farm properties you have brokered within the past five years in eastern Oregon (at least one farm and one forest). How did you work with the owners? How long did the sales take? How close to the asking price was the final contract?
March Homeplace This property was owned by Herb & Susan March and was one of my favorite transactions to date. This property was a little over 264 acres and also had a residence. WLC worked very hard on advertising the March’s estate and was able to secure an international Buyer out of the United Kingdom to purchase the property. During this time, the commodity market was Christopher D. Stuvland
/ Principal Broker, CLE
541.969.5383 / Chris@WhitneyLandCompany.com /
WhitneyLandCompany.com
Lands of the Pacific Northwest and Rocky Mountains
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below the trading average, which had an effect on all farmland. For this property it took us about 6-8 months to secure a fully executed offer but we were able to find the right fit and ended up selling the property for $600,000 cash. This was only one out of nine properties we advertised individually and sold for the March’s. The whole Couse Creek Ranch consisted of approximately 3,903 acres of diversified topography, including highly productive cropland, range pasture, potential commercial and green energy development, and recreational opportunities. Herb and Susan were amazing to work with and felt like team players through it all. We were able to keep them up to date with good communication and they responded in a timely and efficient manner with anything that we needed from them. Tollgate Acres This property was approximately 25 acres and was both Timber and Recreational. The property had three lots in total and was located right outside of Tollgate, Oregon. While this property had good timber value, the buildable aspect of the property – with its three lots and recreation – is what drove the final listing price. We listed the property at $160,000 and sold for $150,000 cash. The market timeframe was about three months to come under contract and another 1.5-2 months to close. We were able to help the Buyer/Seller negotiate and navigate legal council for easements and water-use agreements for the property. The Buyer came out of Washington and is using the property for recreational purposes. The Davidson River Ranch This property was approximately 356 acres and bordered the Lostine River in Wallowa County, Oregon. WLC was called by the Seller because he was impressed with our advertisement for another listing we had in the area. After an interview with the all of the owners present, we were given the opportunity to list and sell the ranch. Part of the deal was that they were not in a hurry to sell and wanted top dollar for their property. I gave them feedback as to where I thought the property would sell ($1,200,000, based on a market comparison approach) but we also saw that the inventory was low and that style of ranch was in high demand. We decided to shoot the moon and list the property at $1,800,000, knowing it might be on the market a while. As word got out that the ranch was for sale – and prior to our advertising! – we received three different offers around the $1,200,000 price as initially thought. These offers were greatly appreciated but were declined. It took us a little bit but we were able to secure an almost full price offer at $1,764,000. The Buyer was out of California and was able to move Christopher D. Stuvland
/ Principal Broker, CLE
541.969.5383 / Chris@WhitneyLandCompany.com /
WhitneyLandCompany.com
Lands of the Pacific Northwest and Rocky Mountains
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quickly with cash. She was represented by a local lawyer in the transaction. Overall, the transaction was one that I will remember for a long time. The Sellers relationship with WLC was again a key component to the success with the transaction. Communication, efficiency in responding and trust were present at all times throughout our many conversations. The thrill of selling at the tippy-top of the market made it all the more fun for everyone involved!
OTHER TOOLS WE USE: • Company Side-by-Sides (UTV’s) for tours • Professional Photography • Drone Photography • Drone Videography • Mapping Programs • Monthly Feedback / Analytics for our Advertising
IN CLOSING As we continue to grow as a company, our standards of excellence and integrity never change. Whether we are providing opportunities to expand a Buyer’s current investment, finding the best recreational property, or completing a 1031 exchange for a Seller, we are ready to listen and work to achieve the desired outcome. We feel very appreciative and privileged that our success and reputation has come from the many who have chosen to work with us in the past. As we continue to move forward and expand our marketplace, we will work hard to gain your trust and provide you with the personalized services that meet your current needs. I have tried to be brief in my explanation but give you a sense of who we are and what we can do. If you feel you have any further questions, I encourage you to call and ask.
Christopher D. Stuvland
/ Principal Broker, CLE
541.969.5383 / Chris@WhitneyLandCompany.com /
WhitneyLandCompany.com
Lands of the Pacific Northwest and Rocky Mountains
A FR A M E R I C A N
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MARKETING TOOLS & SERVICES
• SOCIAL MEDIA • WEB ADVERTISING • PRINT ADVERTISING • EMAIL MARKETING • TARGETED MARKETING • INTERNATIONAL NETWORK • EVENTS • SINGLE LISTING WEBSITES • SPECIALTY PRINT PRODUCTS The AFR Member Network consistently achieves strong and measured results by working with qualified buyers and bringing the best rural properties to market. Our invitation-only network of the finest land experts across the country positions American Farm + Ranch (AFR) in the forefront of the market. American Farm + Ranch provides comprehensive solutions to properly market your property. We strive to incorporate a personal touch, based on integrity and knowledge, to a high-tech print and digital suite of tools, exceeding anything else the market has to offer. From agricultural farms and livestock ranches, to equestrian estates, sporting properties, timber land and recreational ranches, we bring a comprehensive approach to the way rural real estate is transacted.
Christopher D. Stuvland
/ Principal Broker, CLE
541.969.5383 / Chris@WhitneyLandCompany.com /
WhitneyLandCompany.com
Lands of the Pacific Northwest and Rocky Mountains
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PRINT ADVERTISING PUBLICATIONS NATIONAL 2021 ANNUAL ADVERTISING SUMMARY
• Land Report
CAPITAL PRESS PRINT & DIGITAL MEDIA COVERAGE
• Landbroker MLS • LAND Magazine • Executive Global (International) 20 Capitalpress.com Marketplace Ads Impressions: 68,765 Link Clicks: 685 Click-Thru Rate: 1.00%
REGIONAL • Capital Press • Agri-Times Northwest
52 Classified Ads Print Reach: 2,544,256 Digital Reach: 61,516
• Eastern Oregon Real Estate Guide • Western Livestock Journal • Oregon Hunter Magazine
FarmSeller.com Featured Agent
• Oregon Big Game Hunting Regulations Book • Oregon Game Bird Regulations Book • Pendleton Round-Up 26 FacebookPublication posts
Average cost per Impression: $0.014
Reach: 47,560
Engagement: • Mass Mailing with Rack5,283Card Impressions: 54,682 Reactions: 2,758
ADDITIONAL
Possible Advertisements (by Seller Buy-In)
“Impressions” = How many times an ad or post was displayed on social media or website; “Click-Thru Rate” = The percentage of times a link was clicked on when an Impression was made; “Engagement” = How many times someone interacted with an ad or post (i.e. selecting “read more”, expanding picture, “like”ing, etc.
• Magic Safari Lodges
(International Sporting Properties)
• Harvard Alumni Magazine • Stanford Alumni Magazine • JetSet Magazine/Digital • Trout Unlimited Magazine • Other Publications (by Seller Request)
PROPERTY BROCHURES Sent to Any Interested Buyer
Christopher D. Stuvland
/ Principal Broker, CLE
541.969.5383 / Chris@WhitneyLandCompany.com /
WhitneyLandCompany.com
Lands of the Pacific Northwest and Rocky Mountains
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DIGITAL ADVERTISING GLOBAL DIGITAL ADVERTISING • WhitneyLandCompany.com
• CapitalPress.com
• LandsofAmerica.com
• Zillow.com • Trulia.com • Realtor.com
• LandWatch.com
• PLUS Thousands of Sites
• LandandFarm.com
that the MLS Provides!
• LandHub.com
ADDITIONAL
• LandSearch.com
(by Seller Request)
• AcreValue.com
• WSJ.com (Wall Street Journal)
• LandBrokerMLS.com
• MansionGlobal.com (Dow Jones)
• AmericanFarmandRanch.com
• Barrons.com
• FarmsUSA.com
• LuxuryRanchRealEstate.com
• LandReport.com
• FT.com (Financial Times London)
• FarmSeller.com (Capital Press)
SOCIAL MEDIA: TARGETED CAMPAIGNS Our Social Media Department creates a targeted campaign specifically tailored to each listing with a focus on buyer acquisition. • Facebook • Twitter • Instagram • Pinterest • Google • YouTube • LinkedIn
EMAIL MARKETING Whitney Land Company E-Blast sent out to over 15,000+ collected and subscribed emails with an impressive average 40% open rate. Typical average open rates are 15-20% on regular email marketing!
STRATEGIC TARGETED ADVERTISING Targeting the Buyer Who Matches the Profile • Geo-Fencing Campaigns • PreCom Targeted Video Advertising • Artificial Intelligence Tracking
ADDITIONAL
Possible Banner Marketing via Email / Websites (by Seller Buy-In) • Trout Unlimited • JetSet Magazine • Anything Seller and Broker Discuss Christopher D. Stuvland
/ Principal Broker, CLE
541.969.5383 / Chris@WhitneyLandCompany.com /
WhitneyLandCompany.com
Lands of the Pacific Northwest and Rocky Mountains
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INTERNATIONAL MARKETING RESOURCES AS THE WORLD BECOMES SMALLER our marketing process capitalizes on the fact that many high demographic consumers have international interests. While New York, Texas, California and Florida are influential markets, the entire world has qualified investors eager to access premium real estate investments. From Europe, to the Middle East, to the Americas and around the globe, our marketing resources reach an exclusive international audience of thousands of active investors. American Farm + Ranch listings are presented on a private international broker-only network reaching over 7,000 high demographic international brokers in 70 countries and 19 languages.
With our print and digital approach, our listings truly are local to global.
AMERICAN FARM + RANCH EVENTS • The Game Fair - TheGameFair.org - Hatfield House, Hertfordshire, UK • Scottish Game Fair - ScottishFair.com • The Paris Gun Club - MSL Invitational Shoot • JAGD & HUND International Expo for Hunting and Fishing - Dortmund, Germany • FeHoVa - Budapest, Hungary • Katara International Hunting and Falcons Exhibition, Qatar • International Saudi Falcons & Hunting Exhibition, Saudi Arabia • Safari Club International - Las Vegas, NV • Dallas Safari Club - Dallas, TX • Houston Safari Club - Houston, TX
Christopher D. Stuvland
/ Principal Broker, CLE
541.969.5383 / Chris@WhitneyLandCompany.com /
WhitneyLandCompany.com