Midwest Cinematographer/Farmland Marketing Director: How to Sell Two-State Property That is 'Once in a Lifetime'
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Sometimes, a traditional approach won't work when it's time to sell the land, especially for a truly unique piece of property. Of course, every property is unique. But it's fair to say that some properties are especially unique, right?
How about one that covers two states, stretches 1,020 acres, with much of it held by the same family for more than 150 years? And...it is the only piece of Illinois that sits west of the Mississippi River?
Unique.
The Cohen family farmed the land before the Mississippi changed its path and separated Kaskaskia Island from the rest of Illinois. The Gordon Cohen Farm Trust Foundation plans to sell the property with another unique twist: proceeds benefit charities.
Online bidding is underway for the property until November 18th.
(Cohen farm. Image courtesy: Trophy Properties & Auction.)
Why Is This Multi-State Farm Sale a 'Once-in-a-Lifetime' Opportunity?
"This is literally a once-in-a-lifetime opportunity -- which I know is a very overused phrase when it comes to selling real estate -- but I think it actually fits when we're talking about this property," Trophy Properties & Auction Director of Marketing Jake Brown told American Farmland Owner from his office outside St. Louis, Missouri.
For Brown, selling a property like this requires more than aerial photography, soil maps, and an auction date. It requires telling a story that connects the land's past with its possibilities for the future.
Jake Brown bio:
Trophy Properties & Auction - Director of Marketing, former Creative Director, former realtor/media producer
Former freelance filmmaker
The Hills Church - Film Director
B-Good Studios - Director of Motion & Partner
A different kind of marketing background
Brown didn't follow the traditional path into farmland real estate. After growing up in St. Louis and attending Baylor University, he spent a decade working in film production as a cinematographer and director.
His assignments included war documentaries in Ukraine, nonprofit projects in Africa, commercial productions, and work with well-known organizations and personalities.
When COVID-19 disrupted the film industry, Brown returned to St. Louis and discovered an opportunity to apply his storytelling skills to land.
"I always grew up loving to hunt and fish and be on the outdoors," he said. "And I realized the ability of telling a story of marketing talents and how it can assist people in one of the biggest decisions of their lives."
(Cohen farm. Image courtesy: Trophy Properties & Auction.)
At Trophy Properties & Auction, Brown works alongside specialists who understand the land itself, including foresters, wildlife biologists, and farm managers. His responsibility is to translate their knowledge into a marketing strategy that reaches the right buyers.
That distinction matters when the property being marketed has a story that extends well beyond its agricultural value.
Why Is the Kaskaskia Island Land Sale So Unique?
Kaskaskia Island presents an unusual geographic story. The Mississippi River changed course in the mid-1800s, leaving a portion of Illinois on the river's western side. The property occupies land between the Mississippi River and a former channel of the river.
Approximately 230 acres of the offering lie in St. Genevieve County, Missouri, while the remainder is in Randolph County, Illinois.
That unusual location is more than an interesting historical footnote. It helps establish the property's identity in a competitive farmland market.
"This is historic land that it is really hard to put into words of, you know, the opportunity that this property has for somebody," Brown said.
The marketing challenge is making that uniqueness meaningful to prospective buyers. A producer may see an opportunity to expand an operation. An investor may focus on the long-term value of owning a substantial tract of land. A waterfowl enthusiast may recognize the recreational potential of property situated along the Mississippi Flyway.
Brown sees several potential audiences, rather than assuming the buyer will come from one traditional category.
"This would be a great investment for somebody if they're a producer or an investor," he said. "Waterfowl potential. Absolutely."
There is also a practical consideration: A lease remains in place through 2031. That arrangement may affect buyers seeking immediate control of the property, but it could appeal to someone willing to take a longer-term view.
(Cohen farm. Image courtesy: Trophy Properties & Auction.)
How Does Family History Shape the Marketing of This Farm?
The land's history creates another marketing opportunity. According to Brown, the property has remained in the same farming families for five generations. Some historical deed language reaches back to the transfer of land from the federal government to the family.
For Brown, that history suggests the potential for a documentary-style production featuring the people, places and events that shaped the property.
"I would love to spend days, you know, with the families that have farmed this for generations and tell the story of the foundation and all that stuff," he said.
Privacy matters in farm sale
Not every part of that story can be shared publicly. Corporate entities are involved, confidentiality agreements limit certain disclosures, and the foundation receiving the sale proceeds has requested that its nonprofit beneficiaries remain anonymous.
Still, one important detail can be communicated: 100% of the sale proceeds will go to a foundation supporting three nonprofits, two of which focus exclusively on helping children in the area.
That philanthropic purpose adds another dimension to the marketing effort. The transaction is not simply about transferring ownership of farmland; it also represents an opportunity to turn the value of a historic family asset into support for charitable causes.
Finding the right buyer
Brown's approach illustrates an important lesson for landowners considering the sale of unusual properties. Marketing begins with identifying what makes a property different, then determining which buyers will value those characteristics.
"You know, we've got five generations of farming, we've got land that hasn't been sold since the founding of the United States, we've got land on the western side of the Mississippi that's in Illinois, we've got all of the proceeds going to benefit nonprofits," Brown said. "I mean, this is teed up for, really amazing marketing, absolutely."
