MARKETING STRATEGY | 2023
WHO WE ARE Founded in 1992, Fay Ranches was built on four pillars, which have guided our growth and success over the years - Family, Investment Value, Sporting Pursuits, and Conservation. This shared commitment is the basis for the relationships we build and the quality of the business we execute. It is upon this foundation that Fay Ranches has grown to become the top land brokerage firm in the country; it truly is who we are.
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www.fayranches.com | 800.238.8616 | info@fayranches.com
OUR CORE VALUES FAMILY Our staff and agents are not only avid outdoorsmen and women, but we are also dedicated family men and women who love to spend time on the land and build memories with our families. We understand the value of working and playing outdoors with loved ones and the bond these shared experiences can create within the family, whether moving cows or skipping stones. There’s nothing better than helping a valued client find that perfect property, and then participating in or hearing about the wonderful experiences shared by family and friends on the land. This, in our opinion, is what life is all about.
INVESTMENT VALUE Fay Ranches’ experienced and knowledgeable staff and brokers are second to none when it comes to identifying value. We are immersed in the marketplace every day and are the first to hear of new opportunities. We listen to the goals of our clients and utilize our knowledge and our willingness to “beat the bushes” to find the ideal investment. The agents at Fay Ranches bring a diversity of professional knowledge to our clients including timber expertise, ranch management, fish and game outfitting, financial services, and decades of land valuation.
SPORTI NG PURSUITS At Fay Ranches, the outdoors are always calling. Whether we are horseback riding, bird hunting, fly fishing, big game hunting or just being outside with friends and family, these pursuits are a shared passion at Fay Ranches. Even when we are not working, we are “on the ground,” discovering and researching the ever-evolving market of the land business. Our passion for the outdoors and knowledge of land contributes greatly to our ability to find our clients the perfect ranch, timberland, farm, or sporting property.
CONSERVATION Each of us at Fay Ranches have a love of the land and a desire to see it remain as productive agricultural ground as well a quality fish and wildlife habitat. Through promoting the use of thoughtful land stewardship, Fay Ranches has guided owners toward a legacy of conserving wide open spaces, enhancing and creating fisheries and wildlife habitats and implementing sustainable agricultural operations. Fay Ranches is proud to say that since our company began in 1992, the landscape on which we work has been significantly enhanced by the conservation ethic and land-use practices of our clients.
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PU B L S
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STRATEGIC ALLIANCE
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In 2014, Fay Ranches and Texas-based Republic Ranches forged an alliance that has significantly expanded the reach of both powerhouse brokerages. Republic Ranches is the only land brokerage company that covers the entirety of Texas and Oklahoma, providing Fay Ranches direct access to the money centers of Texas. The cross-marketing and collaborative efforts between these two companies has dramatically increased the exposure of each of our exclusive listings to a larger and highly qualified audience.
REPUBLIC RANCHES STATS 25K+ Social media followers | 650K+ Website pageviews in 2022 | 50K+ E-blast subscribers
OU R R E ACH | COAST TO COAST Whether you are investing in land or divesting an existing land asset, choosing a brokerage company to work with is a critical decision. One of the most important things to consider is the “reach” of the company. Fay Ranches has developed a network of offices from coast to coast, as well as a strategic alliance with the largest land brokerage company in Texas, Republic Ranches. Fay Ranches has the most effective group of land professionals in the industry, comprised of agents who have spent decades developing relationships with a highly qualified audience of land investors. If you’re selling significant land assets worth millions of dollars, trusted relationships built over time are essential. FAY RANCHES AGENTS FAY RANCHES SUBSCRIBERS REPUBLIC RANCHES AGENTS
50+ 47+
countries
agents
80K+ 6M+ 11M+ 70K+ e-blast subscribers 3
property
pageviews (2021-2022)
youtube impressions
magazines
distributed
www.fayranches.com | 800.238.8616 | info@fayranches.com
OUR M A R K ET I N G AP PROA C H
Fay Ranches continues its longstanding dedication to our clientele through a thoughtful and successful marketing plan that has been continuously refined for over 30 years. We are committed to keeping ahead of the market by embracing new technologies, and staying informed on the changing landscape of media convergence. We are passionate about what we do and we recognize that our clients’ properties are both exceptional and unique. Our deep commitment to every client and property we represent is demonstrated in our professional but personal approach to all aspects of the business relationship, and our efficient marketing plan, individually crafted for each client’s unique property.
what to expect
from fay ranches Listing your property for sale should be an easy process. We’ve outlined the steps we’ll take to place your property in all of our marketing channels quickly and effectively. Professional photography and videography is taken as soon as possible after listing agreement is executed, weather permitting. Custom property brochure is created using highquality photos, extensive listing information, and comprehensive broker insight. Listing is added to Fay Ranches website and syndicated feeds.
Listing is e-blasted to our subscriber database, as well as Fay Ranches’ social media platforms.
Listing is featured in appropriate print and digital advertising opportunities.
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NOT A B LE S A LE S
DOME MOUNTAIN RANCH e migrant, montana
CRAZY ELK RANCH b elgrade, montana
BEAR CREEK RANCH w alsenburg, colorado
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MALLARD REST w ebb, mississippi
www.fayranches.com | 800.238.8616 | info@fayranches.com
FOLEY BUTTE RANCH FOLEY BUTTE RANCH p rineville, oregon p rineville, oregon
ROCKING CHAIR RANCH ROCKING CHAIR RANCH d ubois, wyoming d ubois, wyoming
UNCLE BILL’S FARM & RANCH UNCLE BILL’S FARM & RANCH l as nutrias, new mexico l as nutrias, new mexico
T90 CATTLE RANCH T90 CATTLE RANCH tenino, washington tenino, washington
SLASH E RANCH SLASH E RANCH island park, idaho island park, idaho
NORTHERN PLAINS RANCH NORTHERN PLAINS RANCH belle fourche, south dakota belle fourche, south dakota
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M AR K E T I NG YOUR LIST I NG
HIGH-QUALITY PROPERTY BROCHURE & WEB PAGE To show your property in the best light, Fay Ranches will create a professional brochure, both printed and digital, tailored to your listing. This magazinequality brochure showcases the features of your property. Additionally, we will create a web page featuring your listing with links to the digital and printable brochure.
CRA ZY ELK RA NCH Belgrade, Montana $28,000,000 | 3,731± Acres
AVERAGE BRO CHURE READ TIME : 7 m i nute s
25% INCREASE IN WEBSITE USERS FROM PREVIOUS YEARS
READER IMPRE S SIONS IN 2 022 : 217 K
3M+ W E B PAGE V I EWS I N 2 0 2 2
1 . 5M+ N EW W E B SI T E USE R S I N 2 0 2 2
SEO & DIGITAL PARTNERS In addition to creating a web page specifically for your property, Fay Ranches works to optimize the web page for your listing to improve its standing in search engines, making it more visible to the public. Your listing will be fed to our third-party syndicated partners who will showcase your listing on their respective sites to augment exposure.
GOOGLE ADS Google Ads is an advertising service that allows our listings to capture the organic qualified audience that is searching topics relating to location and property type. We currently have a google ad for each state landing page, bringing an average of 250K+ users per year.
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www.fayranches.com | 800.238.8616 | info@fayranches.com
E-BL AST & SOCI AL ME DI A
WE HAVE THE MOST EFFECTIVE EMAIL DATABASE IN THE INDUSTRY
E-BLAST PERFORMANCE SUBSCRIBER COUN T AS OF 2 022: 80K+
34% OPEN RATE Built over the past 30 years, all of our subscribers came to us organically. Each listing featured in an e-blast is sent to our proprietary database of current and potential clients. With over 80% of our sales coming from existing relationships and client referrals, our email database is a remarkably effective marketing tool.
SOCIAL
MEDIA
FREQUENCY: 2X PER WEEK
Social media has become an important online marketing tool, and Fay Ranches is an active participant in social media marketing. We utilize platforms like Instagram, Facebook, LinkedIn, and YouTube to promote our clients’ properties to an active audience of over 31K+ friends, fans, and prospective buyers.
30 0K+ FACEBO OK IMPRE SSIONS IN 2 022
31K+ FOLLOWERS ACROSS ALL PLATFORMS
40K+ USERS DIRECTED TO WEBSITE IN 2 022
50 0K+ INSTAGRAM IMPRE SSIONS IN 2 022
11M+ YOUT UBE IMPRE SSIONS IN 2 022
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CUSTOM SELLER R EPORTS
Every seller report contains valuable marketing information unique to each property we list. Below are some commonly reported data points we use to increase exposure. Seller reports are a comprehensive tool that offer valuable insights into all marketing efforts for a specific property.
F R E Q U E N C Y: UPDATED & SEN T OUT
Brochure Downloads Top 5 User Locations
EVERY 3 MONTHS This allows for an optimal amount of time to analyze and compare data and provides a detailed breakdown of all marketing efforts. By analyzing the data provided in this report, we can fine-tune our marketing strategy and optimize efforts to achieve better results. Seller reports also reflect a listing’s appearances in corporate advertisements and event materials. Our agents participate in events throughout the year to promote brand awareness and build positive relationships within the communities we work in, providing additional opportunities for potential buyers to learn about our listings.
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Total Page Views Top 4 Lead Sources social media interaction
e-blast interaction
#
#
Total Clicks
E-Blast Inclusions
www.fayranches.com | 800.238.8616 | info@fayranches.com
DIGI TAL & PR I N T OPPORT U N I T I E S DIGITAL MARKETING is one of the most cost-effective marketing avenues, often yielding double the traffic on a listing website page. Fay Ranches has built a robust digital marketing platform. We market in sizable real estate aggregate sites like MansionGlobal.com, and digital newsletters like The Land Report, both of which have significant exposure.
CPC C A MPA IG NS 90K CLICKS IN 2 022 14M+ IMPRE SSIONS IN 2 022 Cost Per Click campaigns are used to promote Fay Ranches properties. They allow us to focus on specific demographics or geographic areas, making sure we engage with a qualified audience and re-target users to our benefit.
PRINT MARKETING is utilized in a multitude of forms by Fay Ranches in our efforts to continually stay informed on the constant shifts in marketing methods, allowing us to reach the right buyers. Our strong partnerships with our advertising affiliates afford our listings significant exposure in terms of both quantity and quality. We strategically place our print advertising in publications that target an audience—in terms of wealth and interests—of potential land investors and ranch owners. Along with traditional print advertising, Fay Ranches utilizes highly effective letter campaigns, airport advertising, and our own Land Investor magazine to get our listings in front of qualified land investors.
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DEDICATED TO RURAL AMERICA
At Fay Ranches, we believe the greatest changes happen when people come together – in partnership, collaboration, and generosity. We live, work, and play in America’s rural communities and we see that there are resources and opportunities that we can provide to help conserve those strong communities. The Fay Ranches Community Foundation is where individuals, families, and businesses come together to leave a legacy of giving. We strive to help rural communities create a better future for their families by connecting people with purpose through healthcare, education, and youth initiatives.
OUR MIS S ION To support America’s rural
LEARN MORE AT :
communities by sourcing opportunities that focus on healthcare, education, and youth initiatives.
W W W . F A Y C F . OR G info@faycf.org | 406.586.4001
OUR VIS ION
At Fay Ranches Community Foundation, we envision a future in which rural America continues to be strong, where families choose to live, and have access to quality education, healthcare, and growth opportunities for generations to come.
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www.fayranches.com | 800.238.8616 | info@fayranches.com
FEATURED PROJECTS
The Fay Ranches Community Foundation provided a wide range of educational resources, including handheld GPS units, interactive math resources, and more for the Hulett School in Hulett, Wyoming. The Fay Ranches Community Foundation partnered with the Hicks family to purchase animals through the 4-H and FFA livestock auctions in Central Oregon to help support rural communities facing food insecurity.
The Fay Ranches Community Foundation partnered with local ranch to provide science equipment to Sweet Grass County High School in Big Timber, Montana.
The Fay Ranches Community Foundation donated to the Powder River County, Montana 4-H to honor the memory of a long-time notable rancher.
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VISIT US AT : W WW.L AN DI NVESTO RGU I DE .COM
THE LAND INVESTOR GUIDE EXCLUSIVELY FEATURES FAY RANCHES PROPERTIES The Land Investor platform is built to educate its audience while simultaneously providing Fay Ranches listings an exclusive marketing advantage. We leverage our broad distribution and audience to ensure Fay Ranches’ properties are given optimal exposure to our network of partners, subscribers, and potential buyers. Land Investor magazine is strategically placed in various locations, including high-end accommodations, private jets, national events, and local and regional businesses that engage with our target audience.
DISTRIBUTION DIGITAL Website | landinvestorguide.com Socials | Instagram, Facebook, LinkedIn Weekly e-Newsletter | 14,000+ Subscribers 70,000+ Article Pageviews in 2022
Our audience includes some of the wealthiest landowners and high-end brokers in the U.S., investors, outdoor enthusiasts, and agriculturalists. We value our authentic and long-standing relationships with both other brokerage companies and land investors, who are essential to our success and reach.
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PRINT | LAND INVESTOR™ magazine
Annual Publication 70,000+ Printed Distributed across 14 countries
www.fayranches.com | 800.238.8616 | info@fayranches.com
MARKETING STRATEGY
VIE W AVAI L ABLE PROPERT IE S
VIE W SOLD PROPERT IE S
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OFFICE HEADQUARTERS 395 GALLATIN PARK DRIVE BOZEMAN, MT 59715 WWW.FAYRANCHES.COM • 800.238.8616 • INFO@FAYRANCH ES.COM