Once the property is mapped and the auction date is set (typically 4–8 weeks out), an intensive marketing campaign begins. This is where professional auction firms earn their fee — broad exposure to the right buyers is what creates competition, and competition creates price.
Schrader's in-house team handles marketing end-to-end, including print production, digital advertising, legal counsel, and outreach — functioning as a one-stop shop for sellers who don't want to coordinate multiple vendors.
A complete farmland auction marketing campaign typically includes:
- A detailed property brochure containing tract maps, aerial photos, soil maps, FSA data, yield history, tax information, and auction terms. This document becomes the definitive reference for every prospective buyer.
- Digital marketing including email campaigns to proprietary buyer lists, online listings, social media advertising, and the auction company's website
- Print advertising in regional farm publications, newspapers, and agricultural trade journals
- Signage on or near the property directing traffic to the listing
- Outreach to neighboring landowners — often the most motivated buyers, as they already know the ground and may have long wanted to expand their acreage
The goal of this phase isn't just awareness — it's building a competitive room. Every additional serious bidder who shows up on auction day has the potential to drive the price higher. A well-executed marketing campaign is the foundation of a successful auction outcome.