Tapping Into the Land and Ranch Arena: A Growing Opportunity for Real Estate Agents

Across North America, the demand for land and ranch properties is gaining remarkable momentum — creating new opportunities for real estate advisors ready to meet it authentically.

Recently, Engel & Völkers Americas brought together several leading real estate professionals — PollyAnna Snyder (Bozeman), Jim Hickey (Jackson Hole), Dawn Maddux (Western Frontier), and Chris Burns (Vancouver) — to share their insights on this rapidly expanding segment.

Their message was clear: While the land and ranch arena offers incredible potential, success demands more than traditional real estate expertise. It calls for authenticity, adaptability, and a deep understanding of the unique motivations driving today’s land and ranch buyers.

Understanding the Land and Ranch Buyer

Land and ranch buyers are as diverse as the properties themselves. As Hickey explained, they typically fall into three categories:

• Lifestyle buyers seeking recreational properties for hunting, fishing, and horseback riding.

• Operational buyers looking to continue or expand agricultural, cattle, or guest ranch businesses.

• Transformational buyers interested in retiring a working ranch for conservation or private use.

While some buyers have agricultural experience, many are chasing a vision — fueled by the growing “ranch dream” trend and popularized by shows like Yellowstone. As Burns noted, “We’re not selling feedlots. We’re selling premium ranch properties to clients who want the ranch lifestyle experience."

Authenticity Wins in the Land and Ranch Space

In the world of land and ranch real estate, authenticity isn’t just appreciated — it’s essential. Sellers, especially legacy owners, and buyers in this segment have a deep connection to the land, and they expect the same genuine passion and knowledge from their real estate advisors.

As Maddux, a seasoned expert in this arena, advises, "Just be yourself." Building authentic relationships, sharing real knowledge, and offering straightforward guidance are critical to earning trust with land and ranch clients.

At Engel & Völkers, real estate advisors combine their personal expertise with the strength of a globally recognized brand — a powerful advantage that allows them to stand out in a highly competitive and growing market.

Ready for Anything: Life in the Field

Selling land and ranch properties means embracing unpredictability.Burns shared how flexible you need to be — whether it’s chasing loose cattle across a pasture or encountering unexpected wildlife during a property showing. Snyder also cautioned that many buyers underestimate the realities of rural property ownership. "Mother Nature," she said, "is not always a great business partner."Real estate agents who can both paint the dream and educate clients on the practical realities position themselves as trusted guides through a highly specialized process.

A New Arena for Growth

The Land and Ranch group within the Engel & Völkers network is building a strong foundation in this specialized field, offering real estate advisors customized tools, expanded reach, and a brand advantage few others can match.

As Maddux put it, “If you can land just one ranch listing, the calls start coming in.” With the right support and mindset, real estate advisors can tap into a highly lucrative and rewarding segment — helping clients live their dream while building their own thriving business.

Ready to tap into the growing Land and Ranch opportunity? Learn more and access our Land and Ranch brochure here.