360-Degree Marketing Communication
Strategic appeal generates 21% greater demand

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CHALLENGE:
A leading farm, ranch and land auction company was gearing up to auction an upscale farm. Unfounded rumors and economic challenges threatened sale success. Our client needed a plan that would overcome these unique challenges to drive demand to ensure strong buyer turnout.
SOLUTION:
Critical to success was first understanding the unique nature of the farm, ranch & land real estate auction business and their potential bidders.  Our team proposed leveraging technology to determine the optimal user behavior and placement.  This provided powerful impact by consolidating all communication assets while optimizing efficiency with particular focus on local audiences with regional and national impact.
​RESULTS:
Response was been outstanding.  Not only were more buyers attracted, the property owner was rewarded well-above average selling price per acre.

• 2.48MM impressions over 4-week campaign
  • 5,411 property website visits by 1,687 prospective buyers
  • Comprehensive campaign:  Grass Roots, Direct Mail, Email, Organic Search, Paid Search, Social Media, Newspaper, Magazine & Outdoor advertising
• Bidder participation 21% above goal
• Average price per acre 4% over goal despite down market