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The Land Investor

News and Commentary on Land-based Investment

High Value and Specialized Land Assets – The Case for Private Marketing

There are some real estate assets that can best be marketed privately. An example would be a specialty trophy ranch, plantation offering, signature estate or other legacy property with a limited and distinct buyer pool. In this case a seller could well be advised to protect him/herself from over-exposure by using a careful, private marketing approach.

If the excitement generated by the public internet broadcast of the availability of a legacy property does not generate a sale on a timely basis, the asset can become shop worn.

High profile, specialty properties can quickly become “old news” with the shotgun marketing associated with the prevalent public listing web-based approach or auction format. If the excitement generated by the public internet broadcast of the availability of a legacy property does not generate a sale on a timely basis, the asset can become shop worn. Likewise, the highly advertised and unsuccessful attempted auction of a trophy property that does not achieve its reserve price and fails to sell, can stigmatize the asset for a long time.

The private marketing approach is effective with Buyers because the basis for submittal is buyer-specific. Buyers will listen to carefully presented, well thought-out reasons that are unique to their prospective ownership of a particular land asset.

The private offering can incentivize prospective buyers to spend the time and resources to focus on; and understand the asset, with the free-for-all marketing approach sometimes a turnoff to high net worth buyers. The private offering enables sellers to be in more command in cases where they want more control as to who the property is sold.

In some cases private marketing can serve as a “Plan A” and phase to a “Plan B” public listing if the private marketing to the key identifiable players does not yield a sale. In this case the general marketplace will have been unaware the property had been confidentially on the market – and therefore not perceived as a shopped property that just everybody has seen. In this case, much can be learned from the private marketing phase that can be invaluable in positioning a subsequent public offering.

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