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INTERVIEW | JEFF BUERGER
Jeff Buerger, Denver, Colorado
HallHall.com +1 303 861 8282
through the power of video imagery. What we hoped
for has happened in terms of the implementation of
video, specifically the aerial component. Prospective
buyers are able to get a much better understanding of
a ranch through this medium while being captivated
by natural beauty and simultaneously learning more
about the property. Sellers, of course love to see their
property highlighted in a way that appeals to their
business savvy and emotional attachment to the property.
The video becomes more than just an effective
marketing tool.
Have you found that videography is a niche method only
to be used at the very top of the market or do you think
it will become a mainstream tool How useful are videos
for marketing Ultra Prime Properties – a sector known for
its dependence on networking and personal referrals
Without question I am 100% convinced videography
will be a mainstream tool as it should be. For people
that get it, video is already mainstream and has been
for quite some time. I personally feel any high end marketing
venue will benefit from professional videography
services in general. Properties that are truly unique
deserve to be recognized well beyond simple photography.
Video benefits both buyer and seller. A quick
Google search will present an overwhelming amount
of evidence to support the use of video in nearly any
market that specializes in selling a product. As an example
Google is 53x's more likely to index a website
with proper video content. Conversions are substantially
increased and the use of video dramatically enhances
SEO across the board.
Clearly the name of your company [Aerial Imaging]
implies that you are able to produce aerial videos and
photographs but how much interest do you get from
realtors and individuals wanting you to also capture
non-ranch properties
We started Aerial Imaging Productions with an emphasis
on marketing ranches through me being a partner
at Hall and Hall. I wanted to do something completely
outside of the proverbial box, very creative, artistic,
and innovative. As a result of our beginning focus,
we have been very fortunate to branch out into areas
that frankly, we did not expect. Generically speaking
we have been hired by very diverse clientèle including,
production companies, music video producers, outdoor
adventure companies, industrial parks, commercial
and residential real estate and many other businesses
and people. When we started AIP we wanted to
have a strict business focus that provides tangible and
added benefits to businesses and their story. Advancement
in technology and increased use of unmanned
aerial vehicles will grow exponentially, however, capturing
video is simply the first step in the process. Telling
the story in a compelling, informative and professional
way is equally challenging.
At Hall & Hall, in addition to the Great Western Ranch
you deal with a number of high-end ranch properties
(the company has numerous $10m+ listings on their
books). How has the market performed for these properties
in recent years
Hall and Hall has been and continues to be the leader in
the US in terms of specialising and marketing premier
ranches. We specialise in three asset classes, traditional
working ranches, farmland and recreational properties.
We typically have around 120 ranches for sale at any
given time. When I first started selling ranches my mentor
used to say; "land is the one thing that can never be
reproduced, there will never be an over supply and if
the property possesses the right physical characteristics
it will be a good long term investment. As a partner
at Hall and Hall we deal with very discerning and sophisticated
buyers looking to diversity their holdings.
During last three years we have sold over a billion dollars
of ranch real estate. The strength of market continues
to be large holdings in terms of acreage that offer
distinctive physical attributes like a significant river,
resident elk herd, viable livestock operation, etc.
To what extent did the financial crisis affect transactions
in this space Is activity back to pre-crisis levels yet
Like all markets, the ranch market was impacted. We
experienced a substantial slow down, however, ownership
of a ranch is a luxury item, regardless of market
ups and downs the ranch market is always resilient.
It is a difficult thing to adequately articulate how the
market impacts ranch sales. At the end of the day in
an up market, obviously we perform well. In a down
market a small percentage of sellers find themselves in
a challenging financial position thus presenting good
buying opportunities. The reality is that the vast majority
of our selling clientèle is for the most part insulated
from market conditions and rarely in a position
whereby they are forced to sell. All in all, an investment
in land is intelligent and presents a long term alternative
to traditional investment strategies. To be candid
a challenge with any of the asset classes we sell is they
do not have the liquidity of most other investments.
Additionally, it’s difficult to analyse as it does not lend
itself to any easy investment formula.
Does the international buyer factor in to the US ranch
market or is it still dominated by domestic buyers
I would say the market in the US to acquire ranch, farm
and recreationally oriented real estate is heavily influenced
by US buyers, naturally. Ironically enough, I have
been engaged as a buyer's agent for a buyer from the
UK that is a very recognizable family by name across the
world. We are in the process of putting together two,
potentially three contiguous ranches that will present
a "legacy" and large acreage high end ranch in Colorado.
It is challenging for international buyers to acquire
70 Feb 2015