🔄 Adapting to Change: What’s Shifting in My Land Business?

Hey Leadership in Land crew 👋

I just recorded a quick off-the-cuff video (inspired while out on a walk this morning) sharing some thoughts on change—both the expected and unexpected kinds that hit us as entrepreneurs.

🎥 Watch the full video here: https://vimeo.com/1100882275/4e813375d6?share=copy

🧠 What’s on My Mind Lately:

One of my key team members in financial planning is transitioning out… right before the Unconference and my Wyoming trip 🥴
That’s forcing me to rethink priorities and scale back some initiatives I had planned (like hiring a new Facebook poster or lead manager).
At the same time, we’re digging deep into our mailing data—what’s working, what’s not, and how to get more ROI from each cycle.

💥 Major Data Takeaways:

📬 We mailed ~200,000 letters from Jan–Apr. Our target was 1 deal per 5,000 letters…👉 Reality: 1 out of 10,000 😩

Here’s what we uncovered:

Blind offers outperformed neutral and range letters across the board
Neutral letter response rates dropped significantly (as low as 0.15%)
Most appointments came from in-state owners—more than we expected
Owners with no recorded purchase date had a much higher response rate than those who bought in 2020–2022
Residential vacant land made up 60%+ of successful appointments
Zoning classifications matter more than we used to think—miscellaneous and conservation zones were killing ROI

We're adjusting accordingly:

Cutting out 2020–2022 ownership data
Narrowing zoning filters to only top-performing land types
Removing counties and data segments that don’t yield results

🧭 Why This Matters:

Mailing is still our bread and butter—but the game has changed.To stay profitable, we can’t just “spray and pray” anymore.

We have to be disciplined, data-driven, and open to pivoting—even when it's uncomfortable.

🙋‍♂️ What About You?

I’d love to hear how you’re adjusting to changes in the land game:

Are you seeing different trends in your mailing (or other marketing) results?
Have you pivoted to subdivides, cold calling, messy title, texting, PPC, or something else?
Any unexpected team or life changes you’ve had to navigate lately?

Drop your thoughts below 👇Let’s learn from each other and adapt together 💪

13 comments