SELG Case Study_Web

Case Study 

March 1, 2016 

Expanding into New Territory: Alalandco Partners with Stokes-McNutt 

to Become Southeastern Land Group 

Client: 

stokesmcnutt.com

Issues & Goals 

When Alalandco, the #1 land broker in Alabama, 

decided to expand their outreach, the company 

presented the Stokes-McNutt team with several 

issues—they needed a new brand that would reach 

buyers across bordering states and their customers 

needed to see more comprehensive property 

information earlier in the buying process. After 

a research phase focusing on objectives and cost 

analysis, Stokes-McNutt offered Southeastern Land 

Group an effective way to reach and convert more 

qualified land buyers. 

The primary goal driving the project was to make 

Southeastern Land Group the top land brokerage 

company in the Southeast by having an appealing 

online presence that builds customer satisfaction 

and loyalty. To achieve that goal, Stokes-McNutt’s 

objectives for this project were to launch and draw 

awareness of their new brand and to create a better 

engagement experience with customers. By focusing 

on giving potential buyers a quality experience, 

Southeastern Land Group strives to become the 

most preferred land broker in the Southeast. 

“We presented Stokes-McNutt with 

several goals at the same time, which led 

to the launching of our website, our new 

radio show, and our app. Stokes-McNutt 

exceeded all of our expectations in the 

first week of October. We could not have 

done this without them. If you have 

a complex rollout, the Stokes-McNutt 

team can execute it with expertise, 

expediency and professionalism.” 

–Dave Milton 

President and Broker, 

Southeastern Land Group 

Are you interested in taking your digital marketing to the highest level? 

Contact Ford Stokes with Stokes, McNutt & Partners, LLC at 334-332-8340 or email Ford@stokesmcnutt.com.

Solutions 

“SMc&P is the most professional 

and most talented Advertising/ 

Marketing agency that we have 

ever done business with. Our 

company has been positively impacted 

by their talent, creativity, integrity 

and hard work. I highly recommend 

SMc&P to any business that is 

considering their services.” 


President and Broker, 




4 

New website to increase brand 

awareness and generate more 

traffic: selandgroup.com 

The goal for this portion of the project was to create 

an authentic customer experience. Our digital 

marketing team implemented a comprehensive 

strategy as the website was being developed, 

enabling us to optimize the site for existing 

customers while also creating a new interface. 

Southeastern Land Group wanted a new responsive 

website with a customized, easy-to-follow user 

interface. Following are highlights of the problems 

we solved: 

Comprehensive new website 

built in WordPress Website 

Content Management 

System with 500+ listings 



5 

“Our new site looks so 

much better than our old 

site and helps us market 

in four new states!” 

–John Hardin 

Land Broker with 


Visitors can view properties in 

multiple sections including Newest 

Listings, Agent Listings, Listings 

by State and County Maps 

“Land buyers can 

now see all seven 

of our proven land 

investment strategies 

on our home page.” 

–George Mann 

Land Agent with 




6 

Sharable Social 

Media Links 

Informative 

Blog component 



7 

Agent profiles with 

updated photos and 

contact information 

Southeastern Land Group’s web presence 

plays a strong role in its business, giving 

potential buyers complete information and 

tools to manage their interests. 

The Results: 

72,000 visitors to the new website in the first 

30 days of launch 

Trained agents who can upload new listings 

24/7/365 

72,000 visitors to the new website 

in the first 30 days of launch 



8 

“Stokes McNutt has 

done a great job for our 

company. They have 

delivered more listings 

and buyers.” 

–John Morris 



Adjoining Property 

Owner Letters 

For this portion of the project, we created 

customized letters for the land agent to send to 

adjoining owners of the listed property informing 

them of goals and intentions for the property. 

The Results: 

Keeps adjoining land owners informed about all 

the things the land agent is doing to bring the 

highest price for the property and to increase the 

value of surrounding properties. 



9 

An iOS app that offers 

detailed information about 

properties: TerraPlat & 

TerraPlat.com 

During this phase of the project, 

the Stokes-McNutt team identified 

best practices for delivering property 

information and maintaining a consistent 

interactive user experience across 

multiple digital platforms. To create a 

smooth, feature-rich user experience, 

our digital marketing team created the 

TerraPlat app and website. 

Land buyers and sellers can 

easily browse Southeastern 

Land Group’s entire portfolio 

of listings through one site. 



10 

Land buyers and sellers can track 

properties in the field with real-time GPSpowered 

geolocation to show exact location 

of the property as well as address, acreage, 

price, and agent contact information. 



11 

Land buyers and sellers can see where 

they are on a Google Earth map using 

their iPhone, iPad, Android or Tablet. 



12 

“Seamlessly connecting 

our new app, TerraPlat, 

with our listings is a 

game-changer for our 

clients. Stokes-McNutt 

really delivered!” 

–Russ Walters 



The Results: 

Easy and user friendly app interface 

Quick access to property information 

Easy to understand icons 

Icon system to 

categorize 

each property 



Property Showcase Closes 

Sale on $2.7 MM Tract. 

13 

Our goal for this phase of the project was 

to create an exclusive Property Showcase 

with fully produced HD video, a property 

pitch interview, aerial footage of the 

entire property and high dynamic range 

photographs showing the property’s 

features. 

Easy social media 

and email sharing via 

links were added to 

the Property Showcase 

listing. 

The Results: 

Placing the Property Showcase on selandgroup.com put the information in front of 

86,000 unique visitors each month. 

The Property Showcase brought in 4 offers and an above-asking price final offer with 

$100,000 in earnest money on an all-cash close with no contingencies. 



14 

Launch of Radio Show, Radio 

Show Website, Blog and Direct 

Mail campaigns 

The project goal for this phase was to create more 

qualified buyer demand and to build valuable 

third party credibility for Southeastern Land 

Group. To help Southeastern Land Group reach 

their targeted audience and gain exposure, Stokes- 

McNutt designed a radio show, website, blog and 

direct mail campaigns. 

The website design reflects 

the personality of the show. 

“The Land Show 

is a competitive 

advantage for our 

company.” 

–Jonathan Goode 

Associate Broker with 


“Land owners 

and buyers call me 

right after they hear 

my weekly Buyer & 

Seller Tips.” 

–John Morris 



The logo is clean and 

recognizable with icons 

representing each type of 

land Southeastern Land 

Group sells. It has also been 

nominated for multiple 

graphic design awards. 



15 

Blog for the radio show 

drives search traffic 

and engages listeners to 

The Land Show. 

Podcasts are loaded weekly 

at 10:00 AM sharp, 

immediately after The Land 

Show airs across Alabama. 

“It’s great to listen to 

the podcasts in case I 

miss The Land Show on 

Saturday mornings. The 

folks at Stokes-McNutt 

are consistent with 

uploading the podcasts.” 

–Ben Elliot 

Alabama Ag Credit 



16 

SMCP directed a custom photo-shoot to 

showcase The Land Agents & Experts 

who contribute to the show weekly. 

The Results: 

Radio show and Endorsement Campaign reaches 200,000+ listeners weekly 

The Strategic Radio Campaign includes endorsements from major radio 

personalities including DollarBill, Jeff “JT” Tyson, and Big Daddy, host of 

The Getting Outdoors Radio Show. 

Corporate partners to offset 75% of the cost of The Land Show production. 

The Land Show airs on seven prominent Alabama radio stations and reaches 

over 80% of the state. 

“I had confidence in launching our 

own radio show thanks to Ford’s 

extensive experience with financial 

advisor shows. The Land Show has 

quickly become appointment radio for 

our industry every Saturday morning 

at 9:00 AM. The Land Show is a HUGE 

credibility driver for us and we plan 

to take The Land Show to other 

Southeastern states in 2016.” 


President and Broker with 


& Host of The Land Show 

with Dave Milton 



17 

Direct Mail 

Campaigns 

The project goal for this 

phase was to create more 

qualified buyer demand 

and to build valuable 

third party credibility for 

Southeastern Land Group. 

(alternate back) 


articulates key messaging and 

content offering through the 

direct mail campaign. 



18 

The Results: 


direct mail campaigns 

generated immediate 

listings through a 1+% 

property owner response 

rate increase. 



Overall Results 

Southeastern Land Group has 

seen a 31% increase in sales during 

the past 12 months and continues 

to outrank its competitors as the 

leading land broker in its area. 

31% 

increase 

Stokes-McNutt continues to work 

with Southeastern Land Group 

as its strategic advertising and 

digital agency, offering support for 

continued growth as the company 

expands throughout the Southeast. 



Stokes, McNutt & Partners, LLC 

570 Devall Drive, Suite 303 – Office 342 • Auburn, AL 36832 

Work: (334) 332-8340 • Mobile: (404) 775-0194 

ford@stokesmcnutt.com • stokesmcnutt.com

SELG Case Study_Web

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