2022 Fay Ranches Marketing Strategy

ASPEN CANYON RANCH Bozeman, Montana

FAMILY

I NVESTMENT VALUE

SPO RTIN G P URSUITS

CO NS ERV A T I O N

M ARKETING STR ATEGY FAYR ANCHES.COM • 800.238.8616

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.

OUR RE ACH 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.

DOING BUSINESS FROM COAST TO COAST Fay Ranches represents the finest land listings from Washington to South Carolina. Our brokers in the Northwest are seasoned professionals with many years of experience transacting large working ranches, grain farms, and timber holdings. Fay Ranches also covers the Rocky Mountain states from Montana to New Mexico with an experienced team that has built a reputation for executing successful transactions on some of the most significant farms and ranches in the region. Fay Ranches Southeast currently represents some of the finest land assets, providing our land investor clients with a variety of diverse and unique landscapes and habitats, including coastal marshes, historic plantations, productive rural farmland, bottomland hardwoods and longleaf pine forests.

PU B L S

LL

C

IC

E

A

R

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 crossmarketing 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.

R

STR ATEGIC ALLI ANCE

NCHE

In 2015, Fay Ranches began to publish Land Investor in collaboration with Republic Ranches.

Land Investor features hundreds of property listings from across as many as 18 states as well as Mexico, with helpful articles on managing your land, how to buy a ranch, investing in timber, ranch life, and special features such as The Sportsman’s Corner. The magazine also includes the exclusive listings of both companies from coast to coast.

Land Investor is distributed electronically to a proprietary list of current and potential clients from Fay Ranches and Republic Ranches.

In addition, a hard-copy distribution of Land Investor is mailed to current and potential clients, subscribers, and thousands of high profile land owners and brokers across the United States.

Land Investor is strategically placed in various locations including high-end accommodations, airports, private jets, national events, and local and regional businesses that attract our target audience.

FAY R ANCHES SIGNAT URE SALES

DOME MOUNTAIN RANCH SOLD • MONTANA

MALLARD REST SOLD • MISSISSIPPI

ENNIS LAKE RANCH SOLD • MONTANA

BRACKETT RANCH SOLD • OREGON

T90 CATTLE RANCH SOLD • WASHINGTON

WYOMING’S STAR HILL RANCH SOLD • WYOMING

STRAWBERRY RIDGE RANCH SOLD • COLORADO

BLACK ROCK HORSE RANCH SOLD • IDAHO

OUR M ARKETING APPROACH Ex Pa isting st C lie Relat nt/ i Fri onsh Re end ip/ fer ral Fa s mi ly La nd Inv est or Ma Fa gaz yR ine an che sW ebs ite

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.

One of Fay Ranches’ trademarks is executing a multifaceted marketing strategy that sets us apart in the industry, utilizing all available media resources to promote clients’ properties in the most effective manner. In addition to extensive print and online listings, we market all properties to our database of over 70,000 potential investors.

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 and effective marketing plan, individually crafted for each client’s unique property.

5%

20 %

50 %

25 %

SALES BY SOURCE

WH AT TO E XPECT FROM FAY R ANCHES Listing your property for sale should be an easy and effective process. We’ve outlined the steps we’ll take to get your property placed in all of our marketing channels quickly and effectively.

•Photographs are taken as soon as possible after listing agreement is executed, weather permitting •Video footage is shot within a similar time frame, as applicable

•Professional brochure created •Listing is added to Fay Ranches and syndicated websites

•Fay Ranches will feature the listing in appropriate print and digital advertising as well as on social media platforms

•Listing announced via Fay Ranches database of 70,000+ through email

Listing analytics are available to you at any time during the life of the listing with Fay Ranches. This report includes statistics and analytics that can help you make decisions regarding the marketing strategy of your listing.

M ARKETING YOUR LISTINGS Below are marketing opportunities provided by the Fay Ranches platform. Each partnership is managed by our headquarters team.

NEWSLET TER

PAY-PER- CLICK AD

• 70, 000+ Organic subscribers • Frequency: 120/year 50% increase in subscribers annually • Click Through Rate: 20%

• Region-specific web campaigns targeting a specific boundary or event region • Recommended starting length: 1 month

MAILINGS

BLO GS & ARTICLE S

• Personal promotion tool - Postcard - Farm-Letter mailings

• Land Investor Articles • Fay Ranches Blog • Specific blogs promoting the agent as an authority on the topic

• Land Investor Magazine - 78,000 printed and mailed annually

DIGITAL BANNERS • Co-Star/Land.com network • The Land Report Explore Big Sky

SO CIAL MEDIA PLATFORMS • Facebook: 13,000+ • YouTube: 9,500+ • Instagram: 3,000+ • LinkedIn: 1,200+

PRIN T: REGIONAL

PRIN T: CORPORATE

• Mountain Outlaw • Regional print partners support the brokers’ geographical area

• The Land Report • Bonefish Tarpon Trust (BTT) • Yellow Dog Fly Fishing (YDFF)

PROPERT Y BROCHURE Our property brochures are designed high-quality, professionally shot photography, paired with extensive property information and insight. Availiable both digitally and physically for optimal client accessibility.

Issuu is the digital publication platform used at Fay Ranches to distribute property brochures to clients online. Clients can access Issuu on any device or platform, and are granted the ability to download and print a brochure from home.

DIGITAL M ARKETING VA R IOUS C AL L S TO AC T ION

JACK CREEK OVERLOOK

Will 2020 Foreshadow a Boon in Rural Land Sales?

If it’s time to invest in a land asset, we’re here to help.

READ MORE HERE

ENNIS, MONTANA $14,000,000 | 160± acres VIEW P R O P E R I T E S COAST TO COAST

WWW.FAYRANCHES.COM 800.238.8616 | INFO@FAYRANCHES.COM

FOR MORE EDUCATIONAL ARTICLES, SIGN UP FOR YOUR COMPLEMENTARY SUBSCRIPTION TO LAND

L AN DWATC H L A N D A N D FA R M L AN DS OF A M E R IC A Monthly banner displayed on desktop and mobile websites.

INVESTOR™ MAGAZINE.

WWW.FAYRANCHS.COM | (800) 238.8616 | INFO@FAYRANCHES.COM

E X P L OR E BIG SK Y EBS Main Page: Two-image rotating banner EBS Town Crier: Banner sent with EBS E-Newsletter.

Multiple page and position options available.

VIEW MONTANA PROPERTIES

RAVEN HILL | BELGRADE, MONTANA $3,995,000

160± acres

VIEW MONTANA PROPERTIES

RAVEN HILL | BELGRADE, MONTANA $3,995,000

160± acres

MONTANA LITTLE VALLEY RANCH AVON, MONTANA $18,950,000 | 12,750± acres

R AVE N H I LL BELGRADE, MONTANA $3,995,000 | 160± acres

w w w . f a y r a n c h e s . c o m | 8 0 0 . 2 3 8 . 8 6 1 6 | i n f o@ f a y r a n c h e s . c om

T H E L A N D R E P ORT Monthly website banners available in vertical or horizontal display formats.

Digital marketing is one of the most costeffective marketing avenues, often yielding double the traffic on a listing website page. Fay Ranches has built a robust digital marketing platform. We market on sizable real estate aggregate sites like LandsOfAmerica.com, and digital newsletters like The Land Report, both of which have significant exposure.

DI SP L AY A DS Geofenced banners are posted in all four display sizes.

In addition to these digital banners, there is also the option for a cost-per-click (CPC) ad campaign. These campaigns are easy to set up and put listings in front of interested users.

In 2021, Fay Ranches saw the following results: • 35.6 million annual ad impressions • 255,570 additional clicks to featured properties

just sold ESCALERA RANCH la veta, colorado

listed at

$3,325,000

view all properties

F A L L RI V ER RA NCH bend, oregon

WWW.FAYRANCHES.COM 800.238.8616 | INFO@FAYRANCHES.COM

UPPER MONTANE RANCH | 60 ± ACRES

TRES PIEDRAS, NEW MEXICO

• On average, properties with a digital campaign see an 80% increase in brochure downloads and leads

OUR DIGITAL PARTNERS Fay Ranches collaborates with numerous digital partners to syndicate our listings through these sites. All listings that appear on fayranches.com appear on these sites as well.

Each partner offers different packages to display banners, social media posts, e-newsletters, in-line listings, and custom branded content through each of their respective websites.

COSTAR N E T WOR K

L AN D BROK E R M L S N E T WOR K

AF F I L I AT E D PART N E R S

PRINT M ARKETING While print marketing may not have as broad of a reach as digital marketing, it does have a more specialized audience.

Print marketing, whether it be in a trade journal or larger land investment title, puts your property in front of an audience that understands your property’s value.

Half Page Broker Promotion Ad - Washington Times

At Fay Ranches we often see the following results with print ads: • A 66% increase in pageviews to the listing page

• Higher organic traffic of users searching for listings after seeing a print ad

TROY DANA | DESIGNATED BROKER TDana@FayRanches.com | (360) 402.5500 | Licensed in: WA www.fayranches.com | (800) 238.8616 | info@fayranches.com

• 7x more brochure downloads

Corporate Recreational Property Promotion - Yellow Dog Fly Fishing

Regional Broker Ad Friedman Memorial Airport

INVEST IN THE AMERICAN WEST

FLY FISHING PROPERTIES FROM COAST TO COAST MONTANA

IDAHO

SOUTHEAST

Our team possesses expansive knowledge in evaluating unique opportunities for buyers and sellers. Their expertise includes all traditional uses of land from timber to farming and ranching, as well as sporting pursuits like fly fishing, equestrian, waterfowl, upland bird and big game hunting. We look forward to assisting clients who are ready to experience the undiscovered beauty of Idaho.

Contact our expert brokers today at

800.238.8616 | www.fayranches.com to find your perfect retreat.

Known as the Gem State, Idaho is a beautiful place to visit, invest or call home. Sparsely populated, full of scenic wonders, and featuring world-class trout fishing and hunting, Idaho is an outdoor enthusiast’s dream. The diverse landscape also features over 1,300 acres of vineyards, producing wines that are receiving national acclaim.

Invest & Enjoy

To view details on over $850m worth of exclusive listings and for a complimentary subscription to Land Investor magazine, visit us at: www.FAYRANCHES.com | INFO@FAYRANCHES.COM | 800.238.8616

Invest & Enjoy

To view details on over $850m worth of exclusive listings and for a complimentary subscription to Land Investor magazine, visit us at: www.FAYRANCHES.com | INFO@FAYRANCHES.COM | 800.238.8616

OUR WEBSITE Fay Ranches’ website, www.FayRanches.com, is extensive, visually stunning, and generates significant business. Each individual listing is featured with its own landing page which includes large-format, professional color photographs, a carefully crafted property description, and a full-color, downloadable brochure. Many properties also include professionally shot and edited videos.

FayRanches.com received over 3.2 million pageviews in 2021.

SOCI AL MEDI A

VIDEO

Social media has become an important online marketing tool, and Fay Ranches is an active participant in social media marketing.

Professionally produced videos featuring available properties are embedded into the FayRanches.com website and shared on Vimeo and YouTube to a following of 10,000+ active subscribers.

We utilize platforms like Instagram, Facebook, LinkedIn, YouTube, and Vimeo to promote our clients’ properties to an active audience of over 14,000 friends, fans and prospective buyers.

EM AIL M ARKETING We have the most effective email database in the industry built over the past 30 years, all of which came to us organically. We’ve never purchased an email list. Each listing is featured in an e-blast sent to our proprietary database of 70,000+ current and potential clients. With over eighty percent of our sales coming from existing relationships and client referrals, our email database is a remarkably effective marketing tool. The majority of our sales come from this highly qualified and targeted audience. There is no way to shortcut developing a database of this quality.

E-BLAST

Founded in 1992, Fay Ranches was built on four pillars, which have guided our growth and success over the years: Family, Conservation, Investment Value, and Sporting Pursuits.

Fay Ranches has been providing brokerage and advisory services for the acquisition and sale of significant land assets since 1992. While not forgetting our roots as a sporting ranch company, we have expanded our focus and expertise to include the finest farms, ranches, timberland, plantations and vineyards from coast to coast. Over the last two decades, we have built a network of relationships including our Strategic Alliance with Texas-based Republic Ranches. We continue to lead the industry with our consistent ability to source land opportunities for investors and use our unrivaled reach and marketing platform to handle the sale of exceptional land assets. Fay Ranches is headquartered in Bozeman, Montana with offices across the United States, from Oregon to Tennessee.

SOCIAL

ONLINE M ARKETING In addition to our other internet-based marketing strategies, all of our properties are listed on the following websites, which are utilized by savvy investors to search for available properties matching their specific criteria. Using an XML feed, all of our listings are automatically added and kept up to date on each of these sites, resulting in efficient and effective marketing across a number of platforms, and better enabling interested buyers to easily find our clients’ properties. This has drastically increased the exposure of our listings, and helps drive significant traffic to the Fay Ranches website.

Lands of America

Land Investor magazine

Land Broker MLS

Western Livestock Journal

LandWatch.com

Farms USA

Land and Farm

Wall Street Journal/Mansion Global

Cowboys and Indians

Farms of America

The Land Report

Mountain Outlaw

LandVest

Republic Ranches

PRIN T ADVERTISING Fay Ranches understands the constant shifts in marketing methods, and we have continued to utilize a multitude of print advertising opportunities 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 the right audience —both wealth and interests— of potential land investors and ranch owners. Along with traditional print advertising, Fay Ranches utilizes highly effective letter campaigns, airport advertising (both FBO and public), and our own Land Investor magazine to get our listings in front of qualified land investors.

We care about the communities we are ingrained in so much that we started the Fay Ranches Community Foundation. 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 those strong communities thrive; thus, the foundation was founded.

L EAR N M ORE AT : FayCF.org info@faycf.org 406.312.5394

OUR MISSION To support America's rural communities by sourcing opportunities that focus on health, education, and youth initiatives.

OUR VISION At the 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 and health, and growth opportunities for generations to come.

COMMUNIT Y OUTRE ACH Fay Ranches has been built upon solid and positive relationships with people and organizations that remain consistent with our brand’s pillars. We are involved with a diverse range of organizations that give back to the community. Some of the organizations we have supported recently are listed below.

Montana Land Reliance

Trout Unlimited

MSU Dan Scott Ranch Management Program

Bonefish & Tarpon Trust

Invest & Enjoy

OF FICE HEADQUARTERS 395 GALLATIN PARK DRIVE BOZEMAN, MT 59715 (800) 238.8616 • INFO@FAYRANCHES.COM

FOR ADDIT I ON A L OF F I C E L OCA TI ONS VI SI T U S A T WWW.FA YRA NCHES.C OM