What sets AG3 Properties apart as a brokerage?

If your $560,000 John Deere 8R is having engine troubles, would you hire your local small engine repair shop to fix it? If not, why would you trust a local residential real estate agent to market a ranch or land asset that represents a substantial portion of your wealth and legacy?

This metaphor isn’t intended to disparage residential agents; rather, it’s designed to make you consider: ‘What sets a dedicated land brokerage apart from the average firm?’

For months, I’ve struggled to articulate an internally-held sentiment: AG3 Properties operates much more like a commercial real estate (CRE) firm than a residential agency. While CRE is not our primary focus, we embrace the same mindset and apply many of the same principles and strategies that define successful CRE firms—such as technical proficiency, product specialty, and a strong commitment to building long-term relationships with our clients and the communities we serve.

Why does this matter, you might ask?

The land brokerage industry operates in the heart of free-market capitalism, where competition is fierce. Some weeks, it feels like TREC is minting more new licensees than there are clients to serve. In such an environment, certain attributes—specialized expertise, strategic focus, and a deep understanding of the market—are essential, not only for our own success, but also to fulfill our fiduciary duties of Fidelity, Integrity, and Competency to our clients.

In seeking to scale AG3 Properties into a more robust operation, both in manpower and geography, it becomes necessary to quantify a model upon which our success can be replicated. I have developed a framework that I call the ‘3 S’s’ — Specialists, Strategies, and Systems — which the following illustration visualizes as a pyramid, with each level reinforcing and supporting the one above it.

3S Pyramid-01

Business growth models such as this are not proprietary in nature, but the 3 S’s have been tailored to the specific goals of AG3 Properties. As a landowner considering the effectiveness of hiring a specialist to sell your land or ranch holdings, or as an agent reflecting on the future of your own brokerage or business, I encourage you to think strategically about how these principles can be applied to maximize your success.

While the land itselfthose hills and valleys that have existed since time immemorialis the same, the land industry, like all industries, is evolving rapidly. Embracing a model that combines human expertise, proven strategies, and powerful systems will help to ensure that, whether as a land broker or a landowner, you are well-equipped to navigate industry changes, adapt to evolving markets, and achieve lasting success.

Breaking down the 3 S’s (as they apply to AG3 Properties):

Level One – Specialists In this moment of incredible technological progress, we must remind ourselves that human capital is still the cornerstone of any enterprise that aims to endure and succeed. In our case, the word “specialist” encapsulates the high expectations we have for all team members. Our specialists are not only committed to land and ranch brokerage but also to upholding the highest standards of honesty and integrity in every client interaction and technical task they undertake. Until these foundational criteria are met, no strategy or tool can be truly effective.

Level Two – Strategies Once the right team members have been identified, recruited, and onboarded, work can commence on developing and implementing effective workflows that align with AG3 Properties’ dual objectives: (i) achieving our clients’ goals through effective property marketing, and (ii) ensuring continual lead generation to sustain and grow our business.

At this stage, conceptual strategies—such as lead generation, effective property marketing, or community interaction—are brought to life. These strategies are designed to build brand awareness, attract potential buyers, and develop strong relationships within our target markets. By integrating these strategies into our daily operations, we ensure that both client success and business growth are pursued in tandem.

Level Three – Systems Levels One and Two focus primarily on pulling an idea out of the ether and breathing life into it. As long as the scale is sufficiently small, an individual can manually execute on Level Two strategies with their Level One skill. However, when efficiency becomes a priority and scaling is required, Level Three comes into play.

At this level, leveraging technology enables us to not only streamline processes and enhance efficiency but also empowers us to predictably scale operations while maintaining the highest level of service that clients expect—delivered with precision, consistency, and repeatability. Examples of such technologies within AG3 Properties include GIS mapping software coupled with Python automation scripts for lead generation and market analysis, CRM systems for managing client relationships, marketing content templates for consistent brand delivery, and online marketing platforms for reaching targeted audiences.

It is important to remember that not every tool is applicable to every strategy, but more often than not it is wiser to have the right tools on hand than it is to allow the metaphorical pipe wrench to be used as a sledge hammer.

In bringing this article to a close, it is clear that building a resilient, scalable model is not just about having the right tools—it’s about having the right people, executing effective strategies, and leveraging technology to amplify both. By focusing on the 3 S’s—Specialists, Strategies, and Systems—AG3 Properties aims to create a business model that is not only repeatable and scalable but also centered around delivering the highest level of service and achieving lasting success for both our clients and our company.

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