Assurances for the Absentee Landowner Jamie Ridgely Agren Is this the game we want to play Stacking the Deck Direct marketing Landowner advisor Operator certification Direct Marketing Multimedia ID: 777652
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Slide1
Conservation Certification:
Assurances for the Absentee Landowner
Jamie Ridgely, Agren
Slide2Slide3Slide4Is this the game
we want to play?
Slide5Stacking the Deck
Direct marketing
Landowner advisor
Operator certification
Slide6Direct Marketing
Multi-media
Phone calls … Telemarketing!
Direct mail
Small group or one-on-one meetings
Website, toll-free hotline
Other experimental- conference calls, bus tour, email
6-16 contacts
Slide7Results
We rock!
Or maybe not…
Slide8Why?
Very new audience
Building to action takes time for landowners to consider and commit
Unique barriers
“Lead nurturing” is EXTREMELY important
Challenging (at best) for field offices to provide necessary time and resources
Slide9Landowner Advisor
Synonyms
Advocate
Supporter
Sponsor
Promoter
Spokesman
Analogy
Patient advocate
Case file manager
Slide10Who Makes the Decisions?
N=712
Arbuckle, J. Iowa Farmland Owner & Operator Survey, Sociology Technical Report 1022, October 2010.
Slide11The most efficient and economic way to get more conservation on the ground is to get more ground farmed by conservation farmers.
Slide12How?
Educate
landowners to be better consumers of operators
Allow
conservation famers to differentiate themselves from their competition
Smart landowner
+ Conservation operator
SWAPA
Slide13How is This Different?
Field
Farm
Process
Product
v
s.
Slide14Great idea,
w
ill it work?
Slide15Criteria Landowners Use to Evaluate Renters
Arbuckle, J. Iowa Farmland Owner & Operator Survey, Sociology Technical Report 1022, October 2010.
Amount of rent paid
Trustworthiness
Ability to maintain soil productivity
Reliability in paying rent on time
Reputation as a good farmer
Ability to avoid soil erosion
Ability to avoid contaminating waterways
Ability to maintain wildlife habitat
Active in the community
Like them as a person
Care about my land
Slide16Criteria Landowners Use to Evaluate Renters
Arbuckle, J. Iowa Farmland Owner & Operator Survey, Sociology Technical Report 1022, October 2010.
Trustworthiness
Reputation as a good farmer
Ability to maintain soil productivity
Cares about landlord & land
Amount of rent paid
Slide17Attitudes Towards Master Conservationist Program
Would you…
% Not Opposed
Favor a Master Conservationist
program that “certifies” a farmers ability to apply soil and water conservation?
71
Rent
to a Master Conservationist over someone who was not certified, if rent did not change?
69
Accept a lower annual rental rate in order to rent to a Master Conservationist?
32
Want your renter
to become certified?
75
Arbuckle, J. Iowa Farmland Owner & Operator Survey, Sociology Technical Report 1022, October 2010.
Slide18Details
Who will administer?
Qualification criteria?
Quality control?
Standards first or market first?
Slide19Are you playing with a full deck?
For more information, contact:
Jamie Ridgely
jamie@agreninc.com
712.792.6248
www.agreninc.com
www.agrentools.com
Slide20For more information, contact:
Jamie Ridgely
jamie@agreninc.com
712.792.6248