2017 LISTING PROPOSAL TEMPLATE 12-6-2017

LISTING and MARKETING PROPOSAL
for the
Located in
Gallatin County, Montana
Genuine. Devoted. Proven.
Genuine. Devoted. Proven.

TABLE OF CONTENTS
Introduction 1
Marketing Plan2-7
Offering Brochure
Print Media
Online Marketing Campaign
Eblast Campaign
Social Media Campaign
Direct Marketing
Due Diligence
Communication8
Outreach & Cooperation with Outside Brokers 9
Competitive Advantage 10
Contact Information11

INTRODUCTION
Swan Land Company, based in Bozeman, Montana with offices in Buffalo, Wyoming and Salt Lake
City, Utah, is a client-driven ranch, farm and recreational-land sales company. We draw upon years
of successful experience in representing premier ranching and recreational properties throughout the
Rocky Mountain West. Properties handled consist of solid operating livestock ranches, productive
farms and beautiful blocks of recreational land. Having solidly built a reputation on integrity, intimate
client interaction, unparalleled service, hard work and extraordinary market knowledge – it is with
these principles that we serve our clients.
The associates of Swan Land Company have extensive real estate and ranch brokerage experience and
specialize in representing sellers and buyers of premier properties. Our hands-on style allows us to
provide superior levels of personal service not always found in larger firms – leading our clients through
the details of each and every transaction. Through our skillful execution of fiduciary responsibility and
market knowledge, our clients are provided with unequaled service and peace of mind.
“We take great pride in our careful handling of the details of a transaction. The properties we
represent and the transactions associated with them can be very complex – we take the time to
focus on the intricacies and nuances of each deal to do all we can to ensure a successful closing.”
Mike Swan – Owner/Managing Broker
Swan Land Company acts as an experienced, enthusiastic and loyal gatekeeper welcoming all who
are qualified to purchase a property. As a real-estate brokerage, we operate in complete accord with
our clients best interests and work in complete concert with their attorneys and tax advisors. We
understand and respect the intricacies of large complex operations, and the work load and attention to
detail required. Effective communication and coordination is essential to ensure our clients are being
looked after during every step of a transaction.
Swan Land Company operates with the highest level of integrity in representing our client’s best
interests in the purchasing and selling of property.
“We are very proud of our team and have been fortunate enough to attract high-integrity and
high-character individuals to work at Swan Land Company. Our work ethic and unrivaled
personal service is singular.”
Mike Swan – Owner/Managing Broker
— 1 —

MARKETING PLAN
Our marketing plan for any listing is first based on collecting factual information, organizing it and
then presenting it in an attractive fashion. Our experience representing high-end ranch properties
has proven that by creating a professional offering brochure with accurate and relevant information,
prospective buyers with their attorneys and accountants are able to make educated and informed
decisions regarding a possible purchase.
The key to the marketing campaign is to create awareness of the Ranch in the brokerage community
and among prospective buyers in the market. Through the proposed marketing plan, the Ranch will be
well exposed in the marketplace to any and all buyers and their representatives who may be circulating.
While we use published lists of entities of substantial means and qualified buyers whom we have
stayed in communication with over the years, often potential buyers will readily identify themselves
either personally or through authorized representatives. Brochures and personalized letters are also
mailed to select ranch brokers and prospects.
— 2 —

MARKETING PLAN
Our marketing plan incorporates the following proven systems:
OFFERING BROCHURE
In concert with the Seller, the creation of an accurate, informative and attractive offering
brochure creates an immediate level of trust and transparency with prospective buyers and their
agents. Our Company’s reputation for producing highly informative and accurate brochures
is unmatched – the flow of information is controlled and the risk of misinformation being
circulated regarding the Ranch is virtually eliminated.
Our offering brochures are available electronically in a .pdf format that can be downloaded and
as a digital format that can be viewed online as a flip book. The brochures are also available as
a professionally printed and bound hard copy.
Detailed Supplemental Brochure:
If necessary, due to a Ranch’s size and complexity, a supplemental brochure may be provided to
qualified prospective buyers and brokers who inquire about a Ranch and are seeking additional
information. The Supplemental Brochure would explain in greater detail information such as:
• Financial history;
• Complete explanation of the cattle and farming operations;
• Comprehensive description of buildings and improvements;
• An additional photographic and text essay of the improvements and operation;
• Additional maps portraying operational and irrigation detail;
• Complete decision-making information for immediate review by qualified
buyer’s attorneys, accountants, consultants and advisors.
What we recommend is that a prospective buyer executes a Confidentiality Agreement prior to
this information being provided. The above-stated information would be readily available by
either hard-copy or electronically after receipt of an executed Confidentiality Agreement.
— 3 —

MARKETING PLAN
PRINT MEDIA
Swan Land Company utilizes proven publications which focus on significant ranch properties
and are read carefully by prospective ranch buyers and their representatives. Advertisements
are placed on a regular basis in each of the following periodicals which focus on both our listings
and the visibility of Swan Land Company:
• Big Sky Journal
• Farm and Ranch;
• Open Fences;
• Land;
• Western Livestock Journal – Properties Magazine;
• Montana Land Magazine
Advertisements are typically placed on a quarterly basis depending on the publication’s schedule.
We make a concerted effort to reach a local, regional and national audience. These advertising
resources have historically generated strong responses and actual buyers.
— 4 —

ONLINE MARKETING CAMPAIGN
SWANLANDCO.COM
Swan Land Company works closely with Brickhouse Creative, a strategic web-design and brand
management agency based in Bozeman, to create and enhance the Swan Land Company brand,
website development and search engine optimization. We routinely update our website and
utilize the most current and efficient online technologies including geo-target and IP-target
campaigns to reach key prospects specific to each listing.
Properties feature detailed-property information, slideshows, videos and links to download
property brochures and maps;
E-BLAST CAMPAIGNS
Feature the Ranch with a New Listing E-Mail Blast and monthly E-Mail Blast to a database of
approximately 7,500 qualified potential buyers and brokers;
— 5 —

SOCIAL MEDIA CAMPAIGN
Social media is an integral facet of any marketing campaign which creates multiple outlets to
reach targeted audiences which may not otherwise be reach. Swan Land Company utilizes various
social media outlets such as Facebook, LinkedIn, YouTube, Vimeo, Twitter and Pinterest.
VIDEOGRAPHY AND PHOTOGRAPHY
Swan Land Company creates professional videos utilizing aerial drone footage and on-ground
video to showcase our listings throughout our online marketing outlets. For several years,
we have utilized Intercut Productions, LLC, Story Road Films as well as other professional
videographers, producers and photographers to create exceptional videos and slideshows
showcasing our listings.
Swan Land Company videos are showcased on the company website, Vimeo and YouTube.
DIRECT MARKETING
We utilize targeted mailings of offering brochures and personalized letters to in-house prospective
buyers and to select contacts in financial centers who, upon seeing our brochures, then relay
the information to their valued clients. They recognize the properties we represent as being
both noteworthy and superb land investments. We have carefully cultivated and enhanced this
mailing list from years of handling large scale and high-profile transactions.
— 6 —

MARKETING PLAN
DUE DILIGENCE
Concurrently with our initial investigation of a Ranch, we begin the process of collecting and
organizing all of the relevant documents which we anticipate a buyer may request during their
due diligence period. This will include a complete title report with schedule B exceptions,
leases, water rights, easements, contracts, financials, and other pertinent information. By
conducting our own due diligence during the initial stages of the listing period, we gain a greater
understanding of the ranch.
This critical step aids us in discovering any potential issues that could possibly derail or delay a
transaction. Exposing any possible issues allows us to address them prior to a buyer engaging
on the Ranch. Once the Ranch is placed under contract with a buyer, a complete set of these
documents is provided by either hard copy or electronically.
This transparency maintains and further develops confidence with the buyer and their advisors.
We make every effort possible to eliminate surprises. This systematic approach has proven to be
of significant importance as prospective buyers assess and evaluate our listings.
— 7 —

COMMUNICATION
Because we remain focused on serving our clients and by offering a limited number of select properties
at a given time, we are able to routinely and effectively communicate with our sellers and their advisors.
Typically we communicate either verbally or through written correspondence (electronic or hard copy);
whichever is preferable to the Seller. We have implemented the latest technologies to ensure efficient
and timely information distribution takes place.
During the initial period of the listing, communication is more frequent as we gather information,
organize it and present it to the Seller for their careful review and comments. Significant time is spent
up front with the Seller with interviews and property previews to gain an intimate understanding of the
property and its operation. Prior to launching our marketing campaign, the Seller would review the
information for accuracy.
You will be informed of any and all showings followed by a report, either verbal or in writing, regarding
the showing and its outcome. Follow-up communication with prospective buyers will also be readily
communicated. Our primary objective is to provide you routine information to make informed decisions
on factual data.
Throughout the listing period, we provide copies of the print publications which display our Seller’s
properties, as well as reports pertaining to the status of the website and specific property web pages.
— 8 —

OUTREACH & COOPERATION WITH OTHER BROKERS
No other ranch brokerage in the Rocky Mountain West has made a stronger effort than our firm to
enthusiastically invite participation from buyers’ brokers and to welcome their involvement. Our
networking in the brokerage community is unparalleled. Other brokers respect our openness, knowing
they can rely completely on the information we readily provide.
Most premier ranch brokerages advertise in similar markets and court many of the same buyers. Our
consistent cooperation with them is unrivaled.
However, the most important element in marketing is very delicate and challenging to handle skillfully
– the discerning qualification of each and every prospect. Be they actual buyers or their inquiring
representatives such as corporate officers, attorneys, tax planners and brokers; this element is critical
for sellers.
Most sellers’ brokers interfacing with possible buyers directly, or with buyers’ brokers, simply do not
possess the fortitude or experience to ask qualifying questions and also obtain the certain written
information assuring their clients of a potential buyer’s ability to perform. Extraordinary effort is made
to gracefully and professionally qualify both agents and their potential buyers.
— 9 —

COMPETITIVE ADVANTAGE
The competitive advantages we afford to our clients stem from the following proven business practices
and culture:
• Our offering brochures and advertising are acknowledged to be one of the best in the
brokerage fraternity.
• We possess a broad regional overview enabling us to often obtain higher sale prices than
local brokers.
• We qualify potential buyers and their brokers with discipline and professionalism.
• We have handled transactions of large size and operational complexity and have a
complete grasp of their business and legal aspects.
• Our reputation for inviting other brokers’ participation is unsurpassed – every effort is
made to welcome them. The quality and thoroughness of our brochures is an unrivaled
networking tool.
• We communicate and cooperate closely with our clients and their legal and financial
advisors – our reporting is second to none.
• We work diligently and sincerely to develop trust and confidence with ranch managers
and personnel.
• We study each ranch carefully – on the land and from the air – to formulate the best
inspection routes.
• Our support staff is dedicated to our clients’ success and is skilled in communicating
appropriately.
In our experience with handling extraordinary, historic ranches, proper packaging and presentation is
critical. Our goal is to expose the Ranch on a national and global scale in an attractive, comprehensive
and understandable fashion.
There are clear differences in corporate philosophy and operational focus between our firm and other real
estate brokerages. Many brokers represent too many properties, spend considerable time supervising
too many offices and agents, and delegate too many important duties to provide the singular effort and
focused expertise which each listing requires and deserves.
On a personal level, the work ethic, long hours and strong sense of responsibility that are inherent with
the real estate brokers, sales associates and staff of Swan Land Company, combined with an extensive
professional background in sales and marketing have been qualities paramount to our success and
proven by our performance.
— 10 —

CONTACT INFORMATION
Swan Land Company
Toll Free: 866.999.7342
Info@swanlandco.com
www.swanlandco.com
Bozeman Office
1185 North 14th Avenue
Suite One
Bozeman, Montana 59715
406.522.7342
Salt Lake City Office
P.O. Box 9132
Salt Lake City, Utah 84109
801.694.2092
Buffalo Office
P.O. Box 865
Buffalo, Wyoming 82834
307.621.0098
— 11 —

Genuine. Devoted. Proven.
866.999.7342 | WWW.SWANLANDCO.COM | INFO@SWANLANDCO.COM