May 23, 2025 • 61 mins
What does true entrepreneurship look like when there's no safety net? Shannon Hart pulls back the curtain on building businesses from scratch, revealing the unsexy but crucial elements that separate those who dream from those who do.
As co-owner and Chief Marketing Officer of High Point Land Company, one of the Midwest's premier land brokerages, Shannon brings a refreshing perspective on growth that prioritizes intention over speed. Her journey from banking to building multiple successful ventures offers a masterclass in strategic patience and psychological insight.
The conversation dives deep into Shannon's transformation of rundown cabins into a thriving luxury vacation rental business that runs on automation. "I had to implement processes and systems and hire employees and managers," she explains, sharing how these same principles now drive High Point's expansion across 13 states with nearly 40 agents. Her background in psychology proves invaluable as she dissects what makes marketing truly effective: "It's not about marketing to a person, it's about who your person is and what they're interested in."
Perhaps most fascinating is Shannon's counterintuitive approach to scaling. While many companies chase rapid growth, High Point deliberately maintains boutique status, focusing on exceptional client experiences that can't be replicated by AI or mass-market competitors. "We could be Keller Williams and just take on anybody... but that's when the personal touch leaves," she notes, explaining why they've chosen quality over quantity.
For anyone feeling pressured to scale quickly or questioning their measured approach to building something sustainable, Shannon's story provides a grounding alternative to the "move fast and break things" mentality. Success isn't always about making noise—sometimes it's about creating systems so solid they speak for themselves.
Ready to build something that lasts? Listen now and discover why boundaries, automations, and clear vision aren't just nice-to-haves but essential tools for entrepreneurial survival.
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Episode Transcript
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Speaker 1 (00:02):
Today on the American Land Seller, we're talking
about what it actually lookslike to build something from
scratch.
No safety net, no silentpartners, no easy button, just
grit, clarity and systems thatdo the heavy lifting when you're
too tired to do it yourself.
This week I'm sitting down withShannon Hart.
(00:23):
She's not flashy but she'sfierce, one of those rare
operators who don't need toraise her voice to run the room.
She co-owns High Point LandCompany, one of the Midwest's
top land brokerages, with herhusband, jacob, and somehow also
built a vacation rentalbusiness that basically runs
(00:43):
itself.
Also built a vacation rentalbusiness that basically runs
itself.
Decora High Point Cabins staysfull, runs 90% automated and
proves you don't need to beeverywhere to make an impact.
Today, shannon and I dig intowhat it really takes to work
with your spouse and staymarried, why boundaries and
(01:09):
automations aren't nice to havetheir survival gear and how to
tell the difference between whatdeserves your time and what you
can finally let go of.
If you've ever second-guessedyour pace, your path or whether
the quiet work matters, thisone's for you.
This isn't a story about goingviral or scaling fast.
It's about showing up, stayingaligned and building slow on
(01:30):
purpose.
Shannon's story won't hype youup, it'll ground you, and
sometimes that's the kind offuel we really need.
Speaker 2 (01:40):
Welcome to the American Land Seller Podcast
with your host, coby Rickardson.
Coby is an accredited landconsultant and multi-state land
broker with High Point LandCompany.
Join us each week as we exploreall things land.
We bring you fresh insights andexpert guests on sales,
marketing, regulations,economics and so much more.
(02:00):
Visit wwwamericanlandsellercomand find us on one of your
favorite podcast platforms.
Speaker 3 (02:08):
Okay, Kobe and our special guests, let's get
started.
Speaker 1 (02:13):
All right and we are back here with the American Land
Seller and today we have thehonor of having Shannon Hart
from High Point Land Company.
I know that company.
Speaker 4 (02:23):
How are you today?
Speaker 1 (02:24):
Good.
How are you today?
Speaker 4 (02:26):
Good, how are you doing, kobe?
You know what, I'm just tryingto stay busy, boss.
I see, I see.
Speaker 1 (02:36):
Yeah, wasting time with podcasts.
No, I'm kidding.
Well, you know it's fun to dopodcasts.
Sometimes I try and put one outonce a week and so I really
appreciate you.
I know you guys are busy.
A lot of stuff going on at HighPoint and we're going to get
(02:59):
into all the fun, excitingthings that have been going on
strong kind of about the sametime that I joined, I think.
Talk just a little bit aboutwhat it's like to be a co-owner
and chief marketing officer of ajuggernaut you know land real
estate company in central UnitedStates.
Speaker 4 (03:21):
Yeah, you're correct in saying I kind of came on a
little bit more within the lastthree years.
I've always my husband is thefounder of High Point Land
Company, so I've always kind ofbeen in the business.
And I like to joke that beforemy official title was crisis
(03:43):
management, so it was justwhatever.
Like if somebody couldn't getsomething figured out, it was.
You know, call Jacob's wifeShannon, she'll have it figured
out.
But I've really never had likea true position there.
I've never like been thesecretary.
I've never been anything ofthat nature.
I kind of went off on my owntangent taking care of our other
(04:05):
real estate and investmentportfolios and starting a micro
luxury cabin resort.
So then that transpired andthat baby is flying and it's
doing all of its things.
And that's when, you know,jacob and I were having a
discussion, as we do everymorning over coffee, and he's
(04:26):
like do you think we could everget High Point to run as smooth
as the cabins?
Now, obviously, in a brokerage,and especially in a land
brokerage across dozens ofstates and multiple different
agents, it's a lot more chaosand it's a lot more moving parts
.
It's a lot more chaos and it'sa lot more moving parts.
(04:50):
However, with the rightprocesses and systems, I know
that we can do that.
We've done a lot with marketing, we've done a lot with
promoting, we've done a lot withrecruiting, but at the end of
the day, like a lot of differentbrokerages, we ended up growing
faster than we anticipated, sowe didn't quite have everything
(05:16):
in place for the whole system tobe unified and to work
cohesively.
So that's where I stepped inand my background is definitely
in marketing.
I've done very well indifferent aspects of marketing,
specifically social media,website SEO, google, more of the
internet-based media, and it'sbeen super fun implementing all
(05:40):
of my talents and my skills intothis amazing thing that we call
High Point.
Speaker 1 (05:49):
Yeah, that's one of the fun things.
That's one of the reasons why Ireally wanted to encourage you
to come on to the podcast,because that's one of the
visions that you and Idefinitely share is that I come
at real estate sales a lotdifferent than a lot of people,
in the sense that my wholevision when I first joined was
(06:10):
is that I know I don't knoweverything about what goes on
with every aspect of real estate, right Like I don't understand
you know seed production and Idon't understand what fertilizer
needs to be put where, and youknow like and I don't understand
what fertilizer needs to be putwhere, and you know like and I
don't understand where deerstands need to go to be the most
(06:30):
effective.
That's not my gift.
I understand marketing.
I understand how to put yourproperty in front of the right
people, and I also understandhow I'm going to sit at my desk
and I'm going to think about itand come at a different angle
until I do put it in front ofthe right people.
Think about it and come at adifferent angle until I do put
it in front of the right people.
That's my gift, and so you knowlike I think that's where we
(06:51):
kind of have that.
You know, we share that visionof it's.
Not necessarily, you know, likeI, I will study the you know the
property and figure out.
You know what's there and wherethe value is at.
And I, you know, and I do knowI guess I don't't want to miss,
miss, you know, misrepresentthat.
I do know, like the values ofthe properties and what, what
we're dealing with.
(07:11):
But my calling is more on themarketing side and so talk about
, like you know, like there'sbeen we, we, at high point.
Again, I'm told I toot everybodyelse's company's horn, so I'm
definitely going to toot ourhorn.
Like we have like high, high,high standards, not just for, uh
(07:33):
, what, what product we'reputting out there as far as,
like, on our online marketing,um, any sort of of print
collateral that goes out of ouroffice, um, you know what the
controls that we have on whatour agents are putting in their
clients' hands, all the way downto the actual flesh and blood
(07:54):
collateral that we're puttingout there with, you know, with
the High Point shirts on them.
Where does that vision comefrom?
I mean, I know that you, havingyour coffee with Jacob in the
morning, share with us a littlebit origin story wise like where
(08:15):
did that vision come from foryou two?
Speaker 4 (08:17):
Yeah, we met when we were in our twenties and just a
couple of broke kids and youknow we.
I think the misinterpretationsometimes is that we were.
You know that Jacob's fatherused to work with us in high
point.
He was brought on after Jacobfounded high point.
I think the misinterpretationis that that, although Kevin is
(08:38):
amazing, kevin didn't found highpoint land company.
I think the misinterpretationis that we inherited money, that
we got these big properties andthese beautiful cabins and that
we got kind of everythinghanded to us and in that that
vision came about.
One Jacob was just trying tosling whatever he could with
(09:00):
real estate or auctions and hereally found a love for land.
And I myself come from a dairyfarm background in Wisconsin and
hunting and all the things outin nature, and I love land, I
love farming operations, I loveall the things.
But I always said I would nevermarry a farmer.
(09:22):
I grew up with my grandpa beingan organic dairy farmer, like
it's the heart of the heart, andI never wanted to marry a
farmer.
So I said that's fine, you goand sell land specifically and
we'll do that.
I know that we can do that.
But you're not allowed tobecome a straight farmer because
I couldn't live that life again.
(09:43):
And with that those twobackgrounds paired in the
passion that Jacob wanted,because he didn't grow up that
way, like he did, grow uphunting, but he didn't grow up
on a farm but he always wantedto and paired with someone who
is me, who has grown up on afarm and understands the
logistics and everything, itreally paired well.
(10:03):
And in that I realized that inorder to go on this journey with
Jacob and spend more time withhim and do more out in the land
and hunt and all the differentthings, I needed to get out of
(10:24):
basically corporate Americabecause I was in.
I had 10 years of of being inbanking.
I was in banking since I was 14years old, moved up to an
assistant branch manager at theage of 23.
Like you know, I had a lot ofexperience in banking.
But I also knew it wasn'tconducive to running auctions at
the live auctions at the time.
Or I would literally bring likestacks of plat books to the
(10:50):
bank and I would go through and,line item by line item, go
through every single landownerwho owned 40 acres or more and
would sit there and hand writethem letters as part of
marketing and for Jacob'scompany and we weren't even
married at the time.
So we made the decision that Iwould come and help him run some
(11:14):
of his long-term rentals.
And I had in my past experienceI had helped run um an outfit,
so I knew I knew kind of likethe hospitality aspect.
I had been a bartender incollege, you know, waitress, all
that kind of things, so I knewthe hospitality aspect of it and
I had also gone to college forpsychology.
Psychology is something thathas always intrigued me, one for
(11:38):
my personal development, butthen also to to understand other
people and what really drivesthem in their decision making or
why they do things the way thatthey do, you know.
So those two pair together.
Later on I will realize theyall pair together, but I didn't.
I didn't realize that at thetime.
(12:00):
So spending time and you know,running the long-term rentals
and getting my feet wet withthat I think I sold Mary Kay at
the time, like all thosedifferent aspects.
Jacob was trying to just do land.
Only he got a few auctions.
You know things started findingour perfect farm and it came up
(12:27):
and we had no money.
We had to leverage a couple ofour long-term rentals, which was
basically our only consistentincome, which wasn't that much.
But we didn't need much at thetime and ended up buying the
farm, and the only reason wasbecause there was these rundown
cabins on it and we had toconvince the bank that those
(12:51):
cabins could help make thepayment, plus the CRP, plus the
tillable rent, all the things.
So Jacob's expertise in landand how to make land profitable
really came into play there, andso now it was my turn to step
up that on my side of things.
And again, we weren't evenmarried yet.
(13:13):
It was about six months beforewe got married that we bought
the farm and bought the cabins,and I started at the same time
being more active on socialmedia and sharing my hunting
stories and sharing my outdoorlifestyle, sharing a little bit
about the cabins, but not reallya whole lot, just because I
(13:34):
didn't know enough about themyet.
I ended up growing a socialmedia following of over 100,000
followers between all platforms.
I ended up on a national TVshow on the Outdoor Channel, and
then I ended up selling it andgiving it all up.
I just quit cold turkey, shutmy page off all the things.
(13:55):
What I realized is one I stillneeded to find myself in
business and in the meantime, Ihad started making these cabins
more profitable and wanting tofocus more time on marketing
them versus marketing myself.
Um, and the thing that I Irealized with marketing is,
(14:17):
again, it's a lot aboutpsychology, right?
But if, if you identify, youcan literally be placed in.
I can go and sell watches oneday, or I can sell land the next
day, as long as you have theobvious baseline experience and
(14:39):
baseline knowledge of whatyou're selling.
As a marketer or as asalesperson, you can literally
be a widget anywhere.
So that's what I ended up doingis switching all of my efforts
and my marketing and mypsychology into the cabins.
All of my efforts and mymarketing and my psychology into
the cabins.
And that's what we're doing nowwith High Point is, we are
(15:00):
literally taking all theknowledge that I have basically
curated over the years as wellas Jacob.
Jacob is an amazing marketerand salesman as well, and I
always hate using the wordsalesman, but I want to change
the term because if you're atrue salesman, you're not a used
car salesman.
You are literally tapping intothe psychology of what people
want and all you're doing as asalesperson is trying to get
(15:21):
them to make a decision, whetherif it's a no or a yes.
You just want to get them to adecision, and everything in
between is the psychology partof it and the marketing part of
it, the branding part of it.
So that's what we're doing nowwith High Point, and it's really
started to take off and it's,it's been phenomenal.
Speaker 1 (15:41):
Yeah, I, well, and I I think, like that's.
It's interesting.
I guess I didn't know thatabout you with your, your
background in psychology,because that's very similar to
mine.
That's my, my thought.
I originally, when I went tocollege, I was, you know, like I
come from an agriculturebackground.
So when I went to college,right out of high school, I went
(16:02):
right into agribusiness and,you know, too young, didn't have
any, you know like, you know,did not want to go to class, did
not, you know?
And so that went to themilitary.
But once I went back to school,you know, I understood, even if
I didn't want to be a therapist.
Understanding people is goingto, you know, even in management
or something like that.
That's going to be importantfor a career going forward.
(16:25):
And so that's kind of why Iwent into psychology was for the
understanding people aspect ofit, and I think it's been great
for my career, the careers thatI have had is just even managing
people and things like that.
So you're absolutely right.
And again, sales to me, Itotally, 100% agree with you.
You know, even like when I wasmanaging residential homes, you
(16:47):
know sales people, you know it'slike all your job is to unlock
homes.
Pay attention to what peoplesay so that you can help them
find what they're looking for.
You're not here to forcesomebody to take something they
don't want, and I think that'swhere a lot of people go wrong
with it.
That's why, you know, you getthe slimy salesperson like
(17:07):
persona that a lot of peoplehave about it is.
You need to look at it from thestandpoint of all.
Your job is pay attention towhat people are saying, listen
and help them locate whatthey're looking for, even if
they're not, you know, even ifit's not necessarily what they
think it is, you know, payattention to what they're saying
.
So I I think that's why, youknow, a lot of people are drawn
(17:30):
to high point is because of thefact that it really is all about
.
You know what the client wantsis what's most important, right?
It's, it's client experience.
It's making sure that theclient, the client, is taken
care of and the client is themost important.
Am I wrong with?
Speaker 4 (17:51):
that no, getting getting the client to their goal
, Like we, that's what we want,we whether the goal is and what
the goal can change.
Like it's a moving goalpost.
I get that part.
Like sometimes they realizethat they don't want that
property or they thought thatthey wanted this but there was
deal breakers in it.
Whether that's all we're tryingto do is get them to a decision
(18:13):
and what we're trying toprovide in that is we're trying
to market and promote, like theproperties that we list.
We're trying to promote thebest aspects globally of that
property.
Like just because the agent isreally into hunting doesn't mean
that your buyer is really intohunting.
(18:33):
So we really like to look intoour client avatar.
You've heard Jacob talk aboutclient avatar.
You've heard Nick talk aboutthat, our COO, and that right,
there is your key.
That's what you're trying tounderstand.
That's where you're bringingthe psychology into.
It's not about marketing to aperson, it's about who is your
(18:56):
person and what are theyinterested in.
That's exactly what I did withthe cabins and was able to niche
down to a very, very nichemarket.
Like these are not just rundowncabins anymore, they are very
luxury, romantic, you knowcouples cabins and the
psychology behind that is a lotof people in the Midwest like
(19:16):
yes, they probably could affordto go down to Cabo or something,
but a lot of them do have farms, a lot of them do have families
, a lot of them do have all ofthese things and they need some
place that they can quicklydrive to to have an elevated
experience.
And so, like, that's what I'vetapped into with my client
avatar and that's what I promotewith all of you guys at at high
(19:36):
point, and what we do with ourstaff and how we do our
marketing is like okay, butwhat's important to our client
avatar and you've heard Caseymock talk about this with with
with mock ranches and um, it'sabsolutely true, because if you
don't know who your client isand what they're interested in,
you can't market to them.
(19:57):
You're just throwing crap atthe wall.
You absolutely need to know thepsychology, like what does Kobe
actually want?
What is he actually looking for?
Like, oh, he's looking forrural property in Nebraska.
Oh, like, it doesn't matter if Iwant rural property in Nebraska
for hunting.
It matters what Kobe wants,listening and finding out, and
(20:19):
the best way to understand what,how to sell something is to
listen to exactly what theperson is needing.
Exactly like you said, youactually have to listen to the
person and take it in and thenapply it to what you have and
not probably the wrong choice ofwords, but you don't
necessarily need to spin theproperty to their liking, but
you do need to highlight that itdoes solve a problem for them,
(20:42):
or it is.
It is the answer to what theywere looking for, not solely
because like, well, this isgreat hunting.
Your client might not care thatit's great hunting.
They might want it for a yogastudio, who knows?
Speaker 1 (20:54):
Yeah, and may not see that that particular property
does answer what they've beentelling you the whole time that
they're looking for.
Yep, yeah, that's great.
I hate to stop you on this andI get fascinating people on here
, but we do need to take a quickbreak.
We will be right back.
(21:14):
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(21:34):
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All right, we are back here withShannon Hart.
Back here with Shannon Hart.
(21:57):
This is the co-owner and CMO,that's chief marketing officer
for High Point Land Company and,for those of you that weren't
paying attention in the firstpart, she is like my co-boss, I
guess you would call her.
But, shannon, I really want totalk to you about I'm kind of
fascinated with the um, with thecabins, all right, and so, um,
I know this was kind of likethis fit.
(22:18):
I guess this grew from you guyswanting to buy this.
I call it the love property,kind of like this love farm that
you wanted this huntingproperty, uh, that you and Jacob
, um kind of that, cameavailable and it was a byproduct
, I guess, of how you guys couldfigure out how to buy it and
(22:38):
own it, right, is that?
Yeah, tell us about this, thecabin company and kind of how it
started and what it grew into.
It's kind of a big deal now.
Speaker 4 (22:49):
Yeah, it's super fun.
It's a micro luxury resort inDecorah, iowa, called Decorah
High Point Cabins, and when wehad bought the property again,
like I said, it was strictly outof necessity we had to convince
the bank to give us the loanfor the entire property, and we
(23:11):
didn't have the cashflow to dothat.
So we had to come up with abusiness plan, provide that to
the bank and, lo and behold,they gave us a check.
So then the second part of thatwas to actually make the thing,
make money so that we couldafford it and not lose the farm.
So that was kind of.
(23:34):
Where I came in is because Jacobwas trying to keep High Point
going.
At this time I think it wasonly Jacob.
He brought on his dad to be anagent and then we had like a
couple more agents just off kindof doing their thing, and so
he's out there doing auctions,selling property, selling farms,
building that out, and I had tobuild the cabins and get people
(23:58):
coming there.
Now these cabins were up andrunning but they weren't
promoted or marketed.
It was very minimal.
I don't even know that we evenhad 10% occupancy.
They were only seasonal cabinsat the time, so it just was.
It was a rough go and I Airbnbwasn't even a thing Like I, it
(24:25):
was 2016 when we got those.
I, when I started actuallyputting more time and effort
into the cabins, which wasprobably around 2017 and end of
17, because I finally like gotout of the hole, just cleaning
cabins and trying to figure out,like, do I do this chamber of
(24:45):
commerce or that chamber ofcommerce or whatever, sifting
through all of those things as anew business owner and really
honed into what my perfectclient was and what my perfect
guest was, and what I realizedis narrowing down, honestly,
(25:06):
geographical location.
Who is the easiest to get?
To come to Decorah, iowa?
Who was like what theirbackground was, what their
demographic was?
Were they older couples?
Were they younger couples?
Were they hunters?
Were they fishermen?
Were they?
You know, what were they?
Did they have families?
What was it?
And I sat there night afternight researching, like
(25:30):
different places around thecountry, around the Midwest.
Why would people go to thesethings and realize, okay, well,
obviously people are going toColorado and Montana for
mountains and all the things,but why would someone come here?
And tapping into the staycationlocation versus a destination.
(25:50):
Because I do remember utilizingmy social media background and
my marketing there.
And in between that time Iactually ran a lot of other
companies social medias as well,including a lot of our RLI
friends.
Quite honestly, I spoke at RLIabout social media marketing 10
years ago and really honed in onthat for my own business, and
(26:15):
once I did that, that's when thedial turned and it just started
taking off and everythingstarted clicking and figuring
out the psychology of who wascoming here and finding out who
the best guest was.
That's, quite honestly, what itturned into is I was just trying
to find who the best guest was.
What it turned into is I wasjust trying to find who the best
(26:35):
guest was and it wasmiddle-aged to retiree couples
that wanted a staycation placethat they couldn't be gone for
more than two or three days at atime and at a premium price,
with luxury products and greatamenities, like that's all it
took.
It was just tapping into thatpsychology and implementing
those things.
And then in that when itstarted to grow, I had to
(26:57):
implement processes and systemsand hire employees and managers
and different aspects of thatbusiness, and that's when I was
able to tap in even harder ontothat and start building more
cabins and actually turn it intoa full year, not just, not just
, a seasonal resort.
Speaker 1 (27:16):
Yeah, and that I think that's the interesting
thing, though, too, is cause,like you are a huge systems and
processes person, right, likethat's that to you.
You know, like I am like moreof a uh, like my wife is the
systems and processes person.
Like she's the, she's the putyour feet back on the ground
dreamer type of person.
(27:37):
I am more of a.
I can see the vision of what itlooks like in the end and
really could give a crap less onwhat all the things that have
to be to get us there you knowlike are or to keep us there.
But I can see the vision youknow on on what it looks like in
the end.
And so talk to us a little bitabout how does that systems and
(27:58):
processes that's the tough partright, like that's the.
You know like it's pretty, youknow, I guess it's not easy to
believe, I guess that are willthings to become big, but but it
is tough to make put thosesystems and processes in place,
correct.
Speaker 4 (28:14):
Oh yeah, putting them in place is not difficult.
It's the accountability by itand bringing everyone back to
the line, including yourself,because, especially as business
owners entrepreneurs which whatour agents are is they are their
own business owner you havethese and you and I have talked
about this a lot like too manyshiny objects, too many
(28:40):
different avenues to go towardsand whatever.
And it comes back down to whatis duplicatable, what is
templatable and what can be aplug and play and bringing you
back to that thing because, hey,I know that looks shiny over
there, but remember, this thingreally works and we have to keep
going this way and then we canadd things and sprinkle those in
later on.
But if you don't have theaccountability to bring people
(29:02):
back to the line, or evenyourself back to the line,
you're just shooting from thehip, you're just off flailing
around and never creatingsomething that is duplicatable
and easy to repeat.
And that's what I was able to dowith the cabins as well.
All of our cabins are situatedthe same.
The ones that I've built aresituated the same, thinking
(29:23):
about the psychology of ourcleaners.
So not only am I thinking aboutmarketing psychology to my
guests and what's easiest forthem and the layout that would
be the best and amenities thatwould be perfect for them.
But I'm also thinking aboutwhat way do I build this cabin
so that it's easiest for mycleaners and my managers to
(29:46):
quickly turn over these cabins,to have the most efficient
system and process to get oneguest in or one guest out and
one guest in.
Speaker 3 (29:56):
Right.
Speaker 4 (29:56):
So it's a constant flow of that, and those systems
and processes, when they areduplicatable, create this unique
ecosystem that cohesively allworks together and is just so
fun to watch and so fun topromote.
Speaker 1 (30:12):
Yeah, fun to watch and so fun to promote.
Yeah, well, and I think, likeit's, it's interesting to watch
because, like, especially whereyou come back to the real estate
world, where you're dealingwith like so many personalities,
right, because, honestly, I,the the good ones, are a little
bit full of themselves, right,like they, they know that
(30:35):
they're good.
Speaker 4 (30:36):
Like you do want them to have a little bit of an ego.
That's what we look for.
Speaker 1 (30:40):
Yeah, and so trying to get those people, especially
if they've got experience within other worlds, you know, like
I always thought I you know, Ialways go back and forth through
it's like man, it's it's, it'sa catch 22.
You either have to deal withthe ones that have been doing
this for a long time, that arereally good at what they do, and
deal with what comes with that,or you go find ones and build
(31:01):
them into good ones and thenthey're templated into yours.
You know, but, but no, like Ithink.
Going back to your cabins,though, I think what's fun,
though, is like, historically,with your social media.
I mean, when you were buildingthe cabins, that was stuff that
you were putting on social media, Like you were sharing the
process and the experience andall that stuff.
(31:22):
Right, and so it wasn't youweren't.
Oh, I thought you did have, likeyou the, the cabin was being
built and stuff.
You guys didn't do that.
Speaker 4 (31:31):
No, not really.
I my, my personal page was juststrictly about hunting and
women and hunting and trying tohelp chicks be comfortable
hunting in really cold weather,like, and how to be successful
and how to calm your nerves andall those things and how to put
up a tree stand and all that funstuff.
Um, so I, I literally and Ithink it was because we were so
(31:55):
young we one had this at thetime had a scarcity mindset that
somebody was going to try totake it from us, because we were
so young and, quite honestly,naive, like we didn't know what,
what anything was.
I mean it was wild and itreally wasn't until probably
2020.
So, almost you know, I mean itwas four or five years after we
(32:19):
bought the cabins that Iactually started promoting the
cabins on online more andstarted growing them.
Yeah, it really wasn't I.
And then I lost that page.
I got locked out.
I had like seven, seven, like7,000 followers and got
completely locked out of theaccount.
Like it's still sitting there,decorah High Point cabins, but I
can't get in, still can't getinto this day and had to start
(32:42):
over from scratch in 20 to 21 or22 with my Instagram page and I
was like what the heck?
Like?
I had this awesome base likeyou know, very niched, you know,
sub 10,000, like which is still.
It was still profitable.
That is where all of mybookings came from was social
media.
And it was a blessing indisguise, because I had to start
(33:04):
from scratch again and I had toreally think again.
And this is the time, like whenreels started coming out shorts,
all of those kinds of things soI actually had to learn how to
do video.
And the funny part is, everytime that we've started
something, it's always beenreally hard or it's always been
like the toughest time to dosomething.
So, you know, 21, a lot of thestates were shut down, like,
(33:27):
luckily, iowa opened back up andI started getting bookings left
and right, like a lot ofvacation rentals did, but I was
running out of doors so ended upbuilding another cabin within a
month.
So then I found out that Iloved building and GCing things
and it was just all thesedifferent aspects that played
into each other.
(33:47):
And from 21 or 22, I can'tremember which year it is, but
since then, I'm just about tohit another 100,000 followers on
Instagram.
Not like, totally organic, notpaid, not whatever.
So it's.
You have to just duplicatethose things and work into
what's working.
(34:07):
Like, just hone into what'sworking and duplicate that, do
that again.
Speaker 1 (34:12):
Yeah, and that I don't know.
I think a lot of people maybewould think that that's not as
hard as it is, but it isextremely hard to try and
organically find followers onany of the social media
platforms.
I think there's some peoplethat just kind of luck into it
once in a while, but for themost part it takes a really it
takes dedication and constantposting and posting the right
(34:34):
way and posting you know, and,and so kudos to you for a
hundred thousand.
That's.
That's quite a bit.
Let's take a quick break andwhen we come back let's talk
about, like, where I'm going inthe future.
If you don't mind, perfect, allright, we'll be right back.
Speaker 3 (34:51):
Land isn't just dirt.
It's where memories are made,families are raised and
livelihoods are built.
But when it comes time to sellor buy, the weight of the
decision is heavy.
Where do you even start?
Who can you trust to guide you?
(35:13):
For too long, land transactionshave been treated like a simple
exchange Numbers on a paper, asignature on a line.
But it's more than that.
At high point land company, wedon't just list land, we walk it
.
We learn its story and we findthe right buyer who understands
(35:36):
its worth.
You are not just another deal,you are the steward of something
bigger and we're here to helpyou navigate every step of the
way when it's time to sell, whenit's time to buy.
(35:58):
We're here Because land is morethan just land.
Speaker 1 (36:12):
It's your legacy all right, we are back with sh Hart
from High Point Land Company andShannon.
I do appreciate you taking thetime.
I know you are super busy.
Next week is the big trainingweek.
(36:33):
I'm excited to go learn.
I guess I don't know if you canteach an old dog new tricks,
but you're going to find outnext week.
I guess I'm kind of almost tothe point.
I don't know if you guys knewthis when you bought me, but I'm
kind of almost to the pointwhere I'm wanting to be like the
heckler from the Muppets, youknow the guys up in the
(36:53):
mezzanine where they just kindof yell stuff down.
Speaker 4 (36:58):
That's why we're putting you up on stage.
That's exactly why we're likeoh gosh, we can feel a Mitch in
there.
We better get him up on stage alittle bit.
Speaker 1 (37:07):
That's right.
If you can't beat him, make himjoin you or something Is that
what it is.
Speaker 4 (37:13):
Force him into it.
Speaker 1 (37:15):
Make him, entertain him just a little bit.
So he's entertained.
I get it Busy, couple weekscoming up Super excited, though,
next week, I think, is CorvetteCool from Camo Ag.
I'll tell you what I did do theinterview previous, and that is
(37:40):
a really cool interview that wedid with Corvette, because I'm
going to be gone and so that'llbe a prerecorded interview with
him, so, but that was a coolinterview.
We use Camo Ag at High Pointand it is a neat tool, all right
, so let's talk about where theplane is going.
(38:00):
I know like it's been kind ofinteresting.
High Point has been around fora while.
Okay, yes, and so I can tellyou like it's been interesting
for someone Like I think if Iwasn't the first one, that kind
of got brought on.
You know, like it kind ofseemed like the team had been in
(38:24):
place for quite a while andthen it was like there's this um
, intentional, like we're goingto, we're going to make a move,
like we're going to grow, and Idon't know if I was the first
one, but one of the first ones.
That was like added after, andso it was kind of like I I
always laugh, I'm like man, it'skind of like they have this
(38:44):
little twin speak language thatnobody really understands, like
the core group does.
And we're trying to, you know,like some of us are trying to
learn it, you know, but it is,it's fun, you know, it's it's
just fun to watch him.
You know, like the originalguys I call him, but we are kind
of building an airplane aswe're flying it, I like to say,
(39:15):
and so that has a little bit ofgrowing pains and stuff, but it
is an exciting time for HighPoint.
Where exactly is the planegoing, shannon?
Do you have any idea?
Or, knowing you guys, there'sgot to be a destination.
Let's hear what your idea is.
Speaker 4 (39:26):
Yeah, absolutely.
And it's so funny that you sayyou know, like coming in as like
a new kid or whatever it islike.
You know, people have theserelationships and we were like
we were very small.
Now we're almost up to 40agents.
I think it is across 13, 14states now, hopefully at the end
of this week, 13, I think, yep,and then we'll be having
(39:48):
another one come up here soon.
And that part wasn't, I mean, itwas intentional for the bigger
vision that Jacob had with thiscompany.
You know, he doesn'tnecessarily want to be like a
Keller Williams and just beevery single agent, every single
person is, is with high point.
(40:09):
He does want to be the best.
You know that's why we have ourcore, core values of best
customer service under promiseover deliver.
You know, like that's why wehave those things and that it
just it just took off.
And when the real estate markettook off, I would say during
COVID, that's when people juststarted organically coming to
(40:33):
him because of the success,because of the values, because
of the niche.
Again, it just kind of blew upovernight and we didn't know
what to expect.
So, moving forward and where Icame in is developing these
systems and these processes andreally bringing everyone back to
the line and I know I'm kind ofthe hammer sometimes, as you
(40:54):
know but bringing people back tothat line, because we don't
necessarily want to be acorporation where, oh, we're so
rigid and we can't do thesethings.
However, we do have to keep itin a tight lane and with that,
that's where we're trying tomake sure everyone is on the
same page as far as core values,of morality, of what values
(41:20):
that we as High Point want torepresent, of how we want to
take care of our customer, ofhow we want to deliver the
product, which we're aservice-based product, we're a
service industry.
We really try to help youthrough a transaction.
That's what we're doing.
Yes, we're marketers.
I would say that's more on thefront side and we are trying to
(41:42):
do more of that would say that'smore on the front side and we
are trying to do more of that.
But we really want to make itmore about the client and Jacob
always kind of laughs too Likeyou guys, as our agents are our
clients, like that's reality.
As front for high point, you'reour client because we do want
(42:02):
to make you happy, but we alsoneed to make you fly, like you
guys it's, and probably lack ofbetter terms, but you know, it's
like herding cats, like,especially across multiple
states, different personalities,all the things but being able
to again listen to the people,understand where they're coming
from and then explain to themlike I understand why you want
(42:24):
to do this, but this is why wehave to do it this way.
And then that usually is likeoh yeah, totally get it Totally
understandable.
And with all of these thingscoming in place now, with our
systems and our processes withinthe office and the staff and
the growing staff like we justbrought on another videographer,
like it's, we're just we'reramping up and we want to.
(42:46):
We want to take it to the nextlevel because we want to.
We want to be the first optionthat people think of when it
comes to land.
Like we want we want ourclients and your clients to know
that we're going to take careof you.
Like we want to be the firstperson in your mouth.
So trying to hit from everysingle area is very important to
us, but it also goes beyondthat and it's making sure that
(43:10):
every agent performs, like notperforms, but exemplifies those
core values and is on board with.
You know, making sure that theclient is taken care of.
You know, again, under promiseand over deliver, like that's
what we're going for.
And I don't we're really tryingto hone in now on the States
(43:34):
that we have.
Like we are bringing on newStates, we're bringing on new
agents if they're a good fit,but we don't just take on anyone
Like you know that, like we'vetalked about about different
agents that have wanted to joinus and we're like it's not going
to work and it's, you know,whether it's a cultural fit,
whether it's a work ethic fit,like whatever it is.
We are becoming very strategicon who we are hiring.
(43:57):
We don't want everyone, but wedo want the right ones because
it makes your job easier, likeeven as a referral base, like
everything gets easier when youhave the right people in place.
So that's where we're reallygoing right now and we're really
solidifying and fine tuning allof the different aspects of
high point, from the appraisalside of things to the farm
management side of things, tothe agent side of things, to the
(44:19):
staff side of things, likethat's in marketing, like that's
.
We are fine tuning everythingand I think it's a great time to
do that, because I don't think.
I think that's a part that alot of people miss, is they just
keep growing and not refining.
Speaker 1 (44:33):
Yeah, and I, I think what you well, you said
something very smart there whenyou were talking about like and
it goes back to internal andexternal customers that kind of
a philosophy of you know, likethe chair that you sit in, you
know what is it heavy, is thehead that wears the crown type
of deal, which I have been there, where you have to focus, you
(44:54):
know, half your time, on yourinternal customers.
What is it your agents needversus what they want?
And and again it goes back toduring this time of growth.
A lot of times it's just assimple as, first of all, finding
the people we want on the busright, that's a pretty easy,
(45:14):
easy um feat, and then then wegot to find the seats that they
fit in, you know.
And so and and.
That can be a painful processand and it can be.
You know, sometimes there's alot of people getting on and off
the bus while you're goingthrough.
That, you know all.
We thought you were one of ourpeople and you just aren't.
You know, like, for whateverreason, it just wasn't working
(45:36):
and no hard feelings.
But there's another bus comingin 10.
You know, and so, uh, I thinkthat that's.
You know, that's just one ofthose things with growth, that
kind of happens.
What's the five-year, 10-yeargoal look like?
Are we taking over the world orare we just want to be a luxury
(46:08):
like that high-end brand?
Speaker 4 (46:10):
Yeah, we really want to be that boutique.
So, just like the cabins, Icould add more doors.
I could just keep adding doorslike Hilton and just cover the
market.
We could be Keller Williams andjust take on anybody and just
you know, they fizzle, theyfizzle out If they stay on.
They stay on.
Go that route and we don't wantto do that because that's when
(46:36):
the personal touch leaves,that's when the customer
experience leaves, like that'swhen the client experience
leaves, customer experienceleaves, that's when the client
experience leaves.
Everything that we do, from theagents to the client, to our
staff, is all about theexperience.
It is extremely important to me, and you know this, that my
staff, their culture fit is oneof the most important things to
(46:59):
me, because when everyone isworking cohesively, that's when
the magic happens and that'swhat we try to bring to the
table with our agents that webring on, that's what we try to
bring to the table with clientsthat we bring on.
We want to make sure that theirexperience is exponential.
That's our key goal here, ourgoals.
(47:20):
If you want to do monetary-wise, we are looking for a billion,
but it's not just like hit abillion and oh, we made it.
No, this is a billion.
And then how do we keep growing?
It's always about progress.
It is not about the end goal.
It is not about Jacob and I arepretty young as far as
(47:42):
co-owners and founders and allthat.
We're only in our 30s and mostpeople don't start a successful
business until they're in their40s.
We have a lot of time andeffort and energy left and we
want to just keep going on thisthing, and it's the thing that
excites us the most.
I could have just rested on mylaurels and just the cabins are
(48:04):
running great.
I could be a housewife doingPilates and going shopping Like
that's what I could be doingbecause, like I finished a
business to where it fits mylifestyle, but I I I'm missing
out on high point.
Like high point is going to themoon and it is exciting and
it's fun and it's gettingtweaked in ways that just like
(48:26):
moves the dial so much.
And that's that's what reallyexcites us is the progress that
it's, it's it's heading towardsand the progress of every single
day.
We want to, we want to rewardour wins, but we also are always
looking to like okay, but howdo we tweak it even better?
How do we make that even betterfor the client?
How do we make that even betterfor the agent?
How do we tweak it even better?
How do we make that even betterfor the client?
How do we make that even betterfor the agent?
How do we make that better forthe staff, where they want to
(48:47):
stay with us, where they onlyuse us, where, if you mentioned
selling your land, the firstname that comes out is high
point.
Like you know, I think HollandHall has done a spectacular job
over the years.
Like they are, like they're avery small niche group, but they
are the epitome of luxury realestate.
They were the first ones tohave the $20 million listings.
(49:10):
Now you just see every randomColorado listing at $20 million
for five acres.
But at the grand scheme ofthings, hall Hall set the bar
for luxury property.
Of things, haul and haul setthe bar for luxury property, and
that's what we're trying to dowith farmland, with land, with
ranches, with hunting properties, with rec properties, anything
(49:32):
to do with land.
We want to be the best, we wantto be the first name out of your
mouth, and with good intention.
Not, you know, we have to begood intention, which is why we
create such a good clientexperience and that's why we
want to focus on that is we wantthis to be an actual experience
for the client.
That's that's key, because AI iscoming in and there's a lot of
(49:55):
residential systems and programsand agents that are going to be
replaced by AI.
You can't replace experienceand you can't replace how you
can make someone feel and Ithink later on, that is what,
like, our, our niche in land orin auctions is going to be.
It's going to be an experienceand it is going to be a great
(50:19):
experience that people are goingto want and that they will pay
for.
So that's that's where we'regoing.
It's not the bright, shiny,like, oh, we're going to do 10
billion in sales and we're goingto have, you know, 5,000 agents
.
Like, I don't want 5,000 agents, I want you 40, 50 to be so
exceptional and then we'll go upfrom there.
(50:39):
But we got to get everyone onboard and they're already there.
So, like, that's where we'rejust progressing forward.
Speaker 1 (50:45):
Yeah, and I think what I think you know, like my I
call it my gap year.
Between the year, you know, theyear between when I sold my
company and when I joined highpoint, the company that I was
with there, their philosophy wasintended to be that, you know,
like they were not going to havethat.
You know they were going to dothat.
(51:06):
That was their mindset.
Idea was, is we were, we arenot going to, you know, like
we're not going to just hireagents to have agents.
You know, and I see that that'snot the case, because it's
really not very easy to do that,Shannon, it's not very easy to
sit here and look at somebodythat's like you know, ready,
willing, fog in a mirror, readyto go to work in real estate and
(51:28):
has a license, and say sorry,Baba, it's just not, you're not
our kind of guy or whatever.
You know, it's not that you'rea horrible person, you know,
you're just not checking all the87 and a half boxes that High
Point has.
And it's not that you're a badperson, it's just, you know we
have this much of a standard.
Speaker 4 (51:48):
But that's why we're trying to like that's the whole
point.
We're trying to get our client,you as an agent, to a decision,
and it's not just because, like, oh, you're not a right fit for
high point, it's also that youwouldn't be happy at high point
because of our standards.
That's not the goal that youhave for yourself.
Like, I don't want to makepeople miserable, like that's
(52:09):
not the goal here.
It's the goal is that peoplethat love land, that want to do
right by, people that want towork with awesome clients, that
want to work with awesome teammembers and staff members and
other agents and that arecompetent enough to do the job,
like it, you know, we get badreps as just a generalized real
(52:30):
estate brokerage or firm.
I'm actually never been a realestate agent ever, so it's kind
of funny that I run a realestate company, but we we only
look for those individuals thatfit the right narrative for us
and for them.
I never, ever want somebody tobe with us and, quite honestly,
(52:50):
everyone that we brought onlately, that I have tried to
scare out of joining us becauseit is hard work we're not just a
rest on our laurels type ofcompany and they have all moved
and I'm okay with that.
Like, if it's not working outfor you at high point, that is
totally moved and I'm okay withthat.
Like if if it's not working outfor you at high point, that is
totally okay.
I want you happy too, becauseif you're here miserable and
(53:11):
dreading it and all the things,that's not what I want.
Not that we have a lot of those, that's for sure.
But I want to make sure thateveryone here wants to be here.
Speaker 1 (53:21):
Right.
Well, and it's not just that.
It's like I think one of thethings you know that drew me to
it was is, you know, like youneed to be challenged, Right,
and I think that in our industryit's it's a little like every
industry, I think a lot ofpeople just want to sit around
and bitch about what you're notdoing for me, and I think that
(53:41):
it's kind of refreshing to havea company that's like wakes up
every day and says you know what, that's fine, We'll listen to
what you think we're not doingfor you.
But we also like, get your buttup and do something you know,
and guess what?
Get up on Tuesday morning andat 845, we'll tell you what
maybe you should be doing thisweek to try and change, you know
(54:02):
.
Speaker 4 (54:02):
And so, like you know , as a leader, like it doesn't
go without merit, like it's whathas been proven to work and we
know that it can work for all ofall of our agents.
Like that's that's the realityis.
Like your excuses don't matter,it's just if you want to do it
or not, if you want to besuccessful.
If, if that's not your goal,that's okay too.
Like that's okay, but thestandards are what need to be
(54:27):
upheld.
Speaker 1 (54:28):
Well, but I think, like I've always said, it's
structured.
But what I've always toldpeople is the difference between
my success and the things thatI've done, from the time that I
was a leader in the military,all the way through selling my
company as somebody that wasnever in real estate, starting
as a broker, going to threeoffices with multiple agents
(54:50):
selling it for a you know andthen going on to you know.
The things that I've done is isI wake up every day and start
doing something, doesn't matterwhat it is you have to get up
and do something.
If you're going to, you know ifyou're going to be responsible
for yourself, what it is, youhave to get up and do something.
If you're going to, you know ifyou're going to be responsible
for yourself, you have to dosomething.
The thing I like about highpoint is is they sneakily on,
(55:11):
every day they give yousomething to do.
Right, they don't say, hey, youhave to go do this, no, but
they say, if you do this, you'regoing to end up successful.
Speaker 4 (55:22):
Yeah, the questions are are success Right.
Speaker 1 (55:25):
Bummer, and so yeah, and so and again, that's that's,
you know, that's that's thething that I think is is is very
helpful for people.
And again, I, I've, I've madethe mistake and, like I've, I've
, like I've, I've, I've trainedagents, and so the thing that I
(55:47):
can understand is is, like I'vegiven agents everything, um,
I've given them leads, I'vegiven them everything they
needed to have to be successful,and that's never worked.
You know, it's like, you know,I, I had a young kid that I
thought this, you know, like,this kid's a great personality,
I'm going to help him getstarted.
I gave him everything that Icould possibly give him,
including, like, a lot of leads.
And he comes in and he sitsdown and says, after a $90,000
(56:11):
commission year, and I can'tmake this work.
Well, you know, it wasn'tbecause he couldn't make it work
, it's because every time he gotan $8,000 commission check, he
went on vacation for three weeks.
You know, like I know, I canshow you why you're not making
it work.
It's not because you know, but,and so again, I, I really, uh,
(56:33):
I know you guys, I know you gotstuff to do, you got to go, I've
got a meeting here too, but, um, I appreciate you taking the
time.
Uh, super excited about wherethe plane's going.
Shannon, uh, you and Jacob havebeen great to me so far and I
appreciate the opportunity andso anything you want to say
before we take off here?
Speaker 4 (56:54):
No, I mean, I love what you're doing here and
you're getting out there andyou're doing the things Like I
appreciate everything thatyou're doing, bringing to our
table at High Point.
Again, we want people to come,but, man, you got to want it and
you got to be willing to put inthe effort.
This isn't just I think I'llget my license.
No, it's a lifestyle, and youknow that better than anyone now
(57:16):
and it's been fun to grow andit's just getting more exciting
by the day.
So I hope that's how it'sfeeling for all of our agents
too, and we're going to see allof you at training day, which is
the best day of the year, sowe're really excited.
Speaker 1 (57:30):
Yep, everybody gets to come in, get on the same page
, get all pumped up andhopefully I mean I know we're
going to take something awayfrom it.
Speaker 4 (57:37):
So and you're coming to the workout right.
Speaker 1 (57:39):
Oh gosh, I knew you were going to bring that up.
I will tell you, though you'llbe proud of me.
Since you saw me in Arizona, Iam down almost 32 pounds.
Well, I'm down 32 pounds thismorning, that's amazing.
Speaker 4 (57:51):
That's awesome.
Speaker 1 (57:54):
I have not signed up for the workout, but I'm pretty
sure I'm going to be shamed intodoing it.
Speaker 4 (58:01):
No, we won't shame you.
You're coming to golf thoughright?
Speaker 1 (58:04):
Oh yeah, absolutely it.
No, we won't shame you.
You're coming to golf, though,right?
Oh yeah, absolutely.
I'm golfing.
I am not good, but I love to doit Me neither.
Speaker 4 (58:10):
I swing like a softball bat, so that's all
right.
Speaker 1 (58:13):
I don't know what I swing like, but I got new clubs,
so it's not been real well thisyear.
We've argued more than we'vesucceeded, but we're getting
there.
Speaker 4 (58:24):
That's all right, we'll have some fun anyway.
Speaker 1 (58:27):
Anyway, looking forward to it, looking forward
to seeing everybody, and thanksagain, shannon, for your time
and for all you guys are doingfor the industry.
Again, that was my goal when Istarted was to help make the
industry better.
I feel like I'm in a goodposition to do that with High
Point.
We will see you all down theroad.
Speaker 2 (58:50):
As we wrap up another episode of the American Land
Seller Podcast.
Thank you for joining us.
Visit wwwamericanlandsellercomand find us on one of your
favorite podcast platforms.
If you would be so kind and youenjoyed today's insights,
please like, subscribe, rate,follow and review us on whatever
app you are listening orwatching on.
(59:10):
Connect with us on social mediafor updates.
Until next week.
Kobe wishes you success in yourland endeavors.
Speaker 1 (59:18):
God bless you and have a great week, the American
Land Seller is brought to you inpart by LandHubcom.
Are you in the market for theperfect piece of land?
Look no further than LandHubcom, your solution to the biggest
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(01:00:02):
in the ever-evolving world ofland transactions.
Visit LandHubcom and discoverwhat the future of land
marketing looks like.
Landhubcom, where your landjourney begins, and High Point
Land Company.
When it comes to buying andselling land, high Point Land
Company sets the standard forexcellence across the Midwest
(01:00:25):
and beyond.
Our expert land specialistsbring unmatched market knowledge
and a personal touch to everysingle transaction, whether it's
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We provide the expertise andintegrity you can trust.
Looking to buy or sell, weoffer a premier selection of
(01:00:46):
properties and a marketingstrategy designed to get you
results.
From productive farmland torecreational retreats.
We help you maximize yourinvestment.
Visitwwwhighpointlandcompanycom today
and experience the difference.
High Point Land Company, a trueleader in land sales.
Today on the American Land Seller, we're talking
about what it actually lookslike to build something from
scratch.
No safety net, no silentpartners, no easy button, just
grit, clarity and systems thatdo the heavy lifting when you're
too tired to do it yourself.
This week I'm sitting down withShannon Hart.
(00:23):
She's not flashy but she'sfierce, one of those rare
operators who don't need toraise her voice to run the room.
She co-owns High Point LandCompany, one of the Midwest's
top land brokerages, with herhusband, jacob, and somehow also
built a vacation rentalbusiness that basically runs
(00:43):
itself.
Also built a vacation rentalbusiness that basically runs
itself.
Decora High Point Cabins staysfull, runs 90% automated and
proves you don't need to beeverywhere to make an impact.
Today, shannon and I dig intowhat it really takes to work
with your spouse and staymarried, why boundaries and
(01:09):
automations aren't nice to havetheir survival gear and how to
tell the difference between whatdeserves your time and what you
can finally let go of.
If you've ever second-guessedyour pace, your path or whether
the quiet work matters, thisone's for you.
This isn't a story about goingviral or scaling fast.
It's about showing up, stayingaligned and building slow on
(01:30):
purpose.
Shannon's story won't hype youup, it'll ground you, and
sometimes that's the kind offuel we really need.
Speaker 2 (01:40):
Welcome to the American Land Seller Podcast
with your host, coby Rickardson.
Coby is an accredited landconsultant and multi-state land
broker with High Point LandCompany.
Join us each week as we exploreall things land.
We bring you fresh insights andexpert guests on sales,
marketing, regulations,economics and so much more.
(02:00):
Visit wwwamericanlandsellercomand find us on one of your
favorite podcast platforms.
Speaker 3 (02:08):
Okay, Kobe and our special guests, let's get
started.
Speaker 1 (02:13):
All right and we are back here with the American Land
Seller and today we have thehonor of having Shannon Hart
from High Point Land Company.
I know that company.
Speaker 4 (02:23):
How are you today?
Speaker 1 (02:24):
Good.
How are you today?
Speaker 4 (02:26):
Good, how are you doing, kobe?
You know what, I'm just tryingto stay busy, boss.
I see, I see.
Speaker 1 (02:36):
Yeah, wasting time with podcasts.
No, I'm kidding.
Well, you know it's fun to dopodcasts.
Sometimes I try and put one outonce a week and so I really
appreciate you.
I know you guys are busy.
A lot of stuff going on at HighPoint and we're going to get
(02:59):
into all the fun, excitingthings that have been going on
strong kind of about the sametime that I joined, I think.
Talk just a little bit aboutwhat it's like to be a co-owner
and chief marketing officer of ajuggernaut you know land real
estate company in central UnitedStates.
Speaker 4 (03:21):
Yeah, you're correct in saying I kind of came on a
little bit more within the lastthree years.
I've always my husband is thefounder of High Point Land
Company, so I've always kind ofbeen in the business.
And I like to joke that beforemy official title was crisis
(03:43):
management, so it was justwhatever.
Like if somebody couldn't getsomething figured out, it was.
You know, call Jacob's wifeShannon, she'll have it figured
out.
But I've really never had likea true position there.
I've never like been thesecretary.
I've never been anything ofthat nature.
I kind of went off on my owntangent taking care of our other
(04:05):
real estate and investmentportfolios and starting a micro
luxury cabin resort.
So then that transpired andthat baby is flying and it's
doing all of its things.
And that's when, you know,jacob and I were having a
discussion, as we do everymorning over coffee, and he's
(04:26):
like do you think we could everget High Point to run as smooth
as the cabins?
Now, obviously, in a brokerage,and especially in a land
brokerage across dozens ofstates and multiple different
agents, it's a lot more chaosand it's a lot more moving parts
.
It's a lot more chaos and it'sa lot more moving parts.
(04:50):
However, with the rightprocesses and systems, I know
that we can do that.
We've done a lot with marketing, we've done a lot with
promoting, we've done a lot withrecruiting, but at the end of
the day, like a lot of differentbrokerages, we ended up growing
faster than we anticipated, sowe didn't quite have everything
(05:16):
in place for the whole system tobe unified and to work
cohesively.
So that's where I stepped inand my background is definitely
in marketing.
I've done very well indifferent aspects of marketing,
specifically social media,website SEO, google, more of the
internet-based media, and it'sbeen super fun implementing all
(05:40):
of my talents and my skills intothis amazing thing that we call
High Point.
Speaker 1 (05:49):
Yeah, that's one of the fun things.
That's one of the reasons why Ireally wanted to encourage you
to come on to the podcast,because that's one of the
visions that you and Idefinitely share is that I come
at real estate sales a lotdifferent than a lot of people,
in the sense that my wholevision when I first joined was
(06:10):
is that I know I don't knoweverything about what goes on
with every aspect of real estate, right Like I don't understand
you know seed production and Idon't understand what fertilizer
needs to be put where, and youknow like and I don't understand
what fertilizer needs to be putwhere, and you know like and I
don't understand where deerstands need to go to be the most
(06:30):
effective.
That's not my gift.
I understand marketing.
I understand how to put yourproperty in front of the right
people, and I also understandhow I'm going to sit at my desk
and I'm going to think about itand come at a different angle
until I do put it in front ofthe right people.
Think about it and come at adifferent angle until I do put
it in front of the right people.
That's my gift, and so you knowlike I think that's where we
(06:51):
kind of have that.
You know, we share that visionof it's.
Not necessarily, you know, likeI, I will study the you know the
property and figure out.
You know what's there and wherethe value is at.
And I, you know, and I do knowI guess I don't't want to miss,
miss, you know, misrepresentthat.
I do know, like the values ofthe properties and what, what
we're dealing with.
(07:11):
But my calling is more on themarketing side and so talk about
, like you know, like there'sbeen we, we, at high point.
Again, I'm told I toot everybodyelse's company's horn, so I'm
definitely going to toot ourhorn.
Like we have like high, high,high standards, not just for, uh
(07:33):
, what, what product we'reputting out there as far as,
like, on our online marketing,um, any sort of of print
collateral that goes out of ouroffice, um, you know what the
controls that we have on whatour agents are putting in their
clients' hands, all the way downto the actual flesh and blood
(07:54):
collateral that we're puttingout there with, you know, with
the High Point shirts on them.
Where does that vision comefrom?
I mean, I know that you, havingyour coffee with Jacob in the
morning, share with us a littlebit origin story wise like where
(08:15):
did that vision come from foryou two?
Speaker 4 (08:17):
Yeah, we met when we were in our twenties and just a
couple of broke kids and youknow we.
I think the misinterpretationsometimes is that we were.
You know that Jacob's fatherused to work with us in high
point.
He was brought on after Jacobfounded high point.
I think the misinterpretationis that that, although Kevin is
(08:38):
amazing, kevin didn't found highpoint land company.
I think the misinterpretationis that we inherited money, that
we got these big properties andthese beautiful cabins and that
we got kind of everythinghanded to us and in that that
vision came about.
One Jacob was just trying tosling whatever he could with
(09:00):
real estate or auctions and hereally found a love for land.
And I myself come from a dairyfarm background in Wisconsin and
hunting and all the things outin nature, and I love land, I
love farming operations, I loveall the things.
But I always said I would nevermarry a farmer.
(09:22):
I grew up with my grandpa beingan organic dairy farmer, like
it's the heart of the heart, andI never wanted to marry a
farmer.
So I said that's fine, you goand sell land specifically and
we'll do that.
I know that we can do that.
But you're not allowed tobecome a straight farmer because
I couldn't live that life again.
(09:43):
And with that those twobackgrounds paired in the
passion that Jacob wanted,because he didn't grow up that
way, like he did, grow uphunting, but he didn't grow up
on a farm but he always wantedto and paired with someone who
is me, who has grown up on afarm and understands the
logistics and everything, itreally paired well.
(10:03):
And in that I realized that inorder to go on this journey with
Jacob and spend more time withhim and do more out in the land
and hunt and all the differentthings, I needed to get out of
(10:24):
basically corporate Americabecause I was in.
I had 10 years of of being inbanking.
I was in banking since I was 14years old, moved up to an
assistant branch manager at theage of 23.
Like you know, I had a lot ofexperience in banking.
But I also knew it wasn'tconducive to running auctions at
the live auctions at the time.
Or I would literally bring likestacks of plat books to the
(10:50):
bank and I would go through and,line item by line item, go
through every single landownerwho owned 40 acres or more and
would sit there and hand writethem letters as part of
marketing and for Jacob'scompany and we weren't even
married at the time.
So we made the decision that Iwould come and help him run some
(11:14):
of his long-term rentals.
And I had in my past experienceI had helped run um an outfit,
so I knew I knew kind of likethe hospitality aspect.
I had been a bartender incollege, you know, waitress, all
that kind of things, so I knewthe hospitality aspect of it and
I had also gone to college forpsychology.
Psychology is something thathas always intrigued me, one for
(11:38):
my personal development, butthen also to to understand other
people and what really drivesthem in their decision making or
why they do things the way thatthey do, you know.
So those two pair together.
Later on I will realize theyall pair together, but I didn't.
I didn't realize that at thetime.
(12:00):
So spending time and you know,running the long-term rentals
and getting my feet wet withthat I think I sold Mary Kay at
the time, like all thosedifferent aspects.
Jacob was trying to just do land.
Only he got a few auctions.
You know things started findingour perfect farm and it came up
(12:27):
and we had no money.
We had to leverage a couple ofour long-term rentals, which was
basically our only consistentincome, which wasn't that much.
But we didn't need much at thetime and ended up buying the
farm, and the only reason wasbecause there was these rundown
cabins on it and we had toconvince the bank that those
(12:51):
cabins could help make thepayment, plus the CRP, plus the
tillable rent, all the things.
So Jacob's expertise in landand how to make land profitable
really came into play there, andso now it was my turn to step
up that on my side of things.
And again, we weren't evenmarried yet.
(13:13):
It was about six months beforewe got married that we bought
the farm and bought the cabins,and I started at the same time
being more active on socialmedia and sharing my hunting
stories and sharing my outdoorlifestyle, sharing a little bit
about the cabins, but not reallya whole lot, just because I
(13:34):
didn't know enough about themyet.
I ended up growing a socialmedia following of over 100,000
followers between all platforms.
I ended up on a national TVshow on the Outdoor Channel, and
then I ended up selling it andgiving it all up.
I just quit cold turkey, shutmy page off all the things.
(13:55):
What I realized is one I stillneeded to find myself in
business and in the meantime, Ihad started making these cabins
more profitable and wanting tofocus more time on marketing
them versus marketing myself.
Um, and the thing that I Irealized with marketing is,
(14:17):
again, it's a lot aboutpsychology, right?
But if, if you identify, youcan literally be placed in.
I can go and sell watches oneday, or I can sell land the next
day, as long as you have theobvious baseline experience and
(14:39):
baseline knowledge of whatyou're selling.
As a marketer or as asalesperson, you can literally
be a widget anywhere.
So that's what I ended up doingis switching all of my efforts
and my marketing and mypsychology into the cabins.
All of my efforts and mymarketing and my psychology into
the cabins.
And that's what we're doing nowwith High Point is, we are
(15:00):
literally taking all theknowledge that I have basically
curated over the years as wellas Jacob.
Jacob is an amazing marketerand salesman as well, and I
always hate using the wordsalesman, but I want to change
the term because if you're atrue salesman, you're not a used
car salesman.
You are literally tapping intothe psychology of what people
want and all you're doing as asalesperson is trying to get
(15:21):
them to make a decision, whetherif it's a no or a yes.
You just want to get them to adecision, and everything in
between is the psychology partof it and the marketing part of
it, the branding part of it.
So that's what we're doing nowwith High Point, and it's really
started to take off and it's,it's been phenomenal.
Speaker 1 (15:41):
Yeah, I, well, and I I think, like that's.
It's interesting.
I guess I didn't know thatabout you with your, your
background in psychology,because that's very similar to
mine.
That's my, my thought.
I originally, when I went tocollege, I was, you know, like I
come from an agriculturebackground.
So when I went to college,right out of high school, I went
(16:02):
right into agribusiness and,you know, too young, didn't have
any, you know like, you know,did not want to go to class, did
not, you know?
And so that went to themilitary.
But once I went back to school,you know, I understood, even if
I didn't want to be a therapist.
Understanding people is goingto, you know, even in management
or something like that.
That's going to be importantfor a career going forward.
(16:25):
And so that's kind of why Iwent into psychology was for the
understanding people aspect ofit, and I think it's been great
for my career, the careers thatI have had is just even managing
people and things like that.
So you're absolutely right.
And again, sales to me, Itotally, 100% agree with you.
You know, even like when I wasmanaging residential homes, you
(16:47):
know sales people, you know it'slike all your job is to unlock
homes.
Pay attention to what peoplesay so that you can help them
find what they're looking for.
You're not here to forcesomebody to take something they
don't want, and I think that'swhere a lot of people go wrong
with it.
That's why, you know, you getthe slimy salesperson like
(17:07):
persona that a lot of peoplehave about it is.
You need to look at it from thestandpoint of all.
Your job is pay attention towhat people are saying, listen
and help them locate whatthey're looking for, even if
they're not, you know, even ifit's not necessarily what they
think it is, you know, payattention to what they're saying
.
So I I think that's why, youknow, a lot of people are drawn
(17:30):
to high point is because of thefact that it really is all about
.
You know what the client wantsis what's most important, right?
It's, it's client experience.
It's making sure that theclient, the client, is taken
care of and the client is themost important.
Am I wrong with?
Speaker 4 (17:51):
that no, getting getting the client to their goal
, Like we, that's what we want,we whether the goal is and what
the goal can change.
Like it's a moving goalpost.
I get that part.
Like sometimes they realizethat they don't want that
property or they thought thatthey wanted this but there was
deal breakers in it.
Whether that's all we're tryingto do is get them to a decision
(18:13):
and what we're trying toprovide in that is we're trying
to market and promote, like theproperties that we list.
We're trying to promote thebest aspects globally of that
property.
Like just because the agent isreally into hunting doesn't mean
that your buyer is really intohunting.
(18:33):
So we really like to look intoour client avatar.
You've heard Jacob talk aboutclient avatar.
You've heard Nick talk aboutthat, our COO, and that right,
there is your key.
That's what you're trying tounderstand.
That's where you're bringingthe psychology into.
It's not about marketing to aperson, it's about who is your
(18:56):
person and what are theyinterested in.
That's exactly what I did withthe cabins and was able to niche
down to a very, very nichemarket.
Like these are not just rundowncabins anymore, they are very
luxury, romantic, you knowcouples cabins and the
psychology behind that is a lotof people in the Midwest like
(19:16):
yes, they probably could affordto go down to Cabo or something,
but a lot of them do have farms, a lot of them do have families
, a lot of them do have all ofthese things and they need some
place that they can quicklydrive to to have an elevated
experience.
And so, like, that's what I'vetapped into with my client
avatar and that's what I promotewith all of you guys at at high
(19:36):
point, and what we do with ourstaff and how we do our
marketing is like okay, butwhat's important to our client
avatar and you've heard Caseymock talk about this with with
with mock ranches and um, it'sabsolutely true, because if you
don't know who your client isand what they're interested in,
you can't market to them.
(19:57):
You're just throwing crap atthe wall.
You absolutely need to know thepsychology, like what does Kobe
actually want?
What is he actually looking for?
Like, oh, he's looking forrural property in Nebraska.
Oh, like, it doesn't matter if Iwant rural property in Nebraska
for hunting.
It matters what Kobe wants,listening and finding out, and
(20:19):
the best way to understand what,how to sell something is to
listen to exactly what theperson is needing.
Exactly like you said, youactually have to listen to the
person and take it in and thenapply it to what you have and
not probably the wrong choice ofwords, but you don't
necessarily need to spin theproperty to their liking, but
you do need to highlight that itdoes solve a problem for them,
(20:42):
or it is.
It is the answer to what theywere looking for, not solely
because like, well, this isgreat hunting.
Your client might not care thatit's great hunting.
They might want it for a yogastudio, who knows?
Speaker 1 (20:54):
Yeah, and may not see that that particular property
does answer what they've beentelling you the whole time that
they're looking for.
Yep, yeah, that's great.
I hate to stop you on this andI get fascinating people on here
, but we do need to take a quickbreak.
We will be right back.
(21:14):
The american land sellerpodcast is brought to you in
part by landhubcom.
Join us today and experiencethe expertise of landhub's land
marketing professionals.
Whether you're buying orselling, let us show you the way
in the ever-evolving world ofland transactions.
(21:34):
Visit LandHubcom and discoverwhat the future of land
marketing looks like.
Landhubcom where your landjourney begins.
All right, we are back here withShannon Hart.
Back here with Shannon Hart.
(21:57):
This is the co-owner and CMO,that's chief marketing officer
for High Point Land Company and,for those of you that weren't
paying attention in the firstpart, she is like my co-boss, I
guess you would call her.
But, shannon, I really want totalk to you about I'm kind of
fascinated with the um, with thecabins, all right, and so, um,
I know this was kind of likethis fit.
(22:18):
I guess this grew from you guyswanting to buy this.
I call it the love property,kind of like this love farm that
you wanted this huntingproperty, uh, that you and Jacob
, um kind of that, cameavailable and it was a byproduct
, I guess, of how you guys couldfigure out how to buy it and
(22:38):
own it, right, is that?
Yeah, tell us about this, thecabin company and kind of how it
started and what it grew into.
It's kind of a big deal now.
Speaker 4 (22:49):
Yeah, it's super fun.
It's a micro luxury resort inDecorah, iowa, called Decorah
High Point Cabins, and when wehad bought the property again,
like I said, it was strictly outof necessity we had to convince
the bank to give us the loanfor the entire property, and we
(23:11):
didn't have the cashflow to dothat.
So we had to come up with abusiness plan, provide that to
the bank and, lo and behold,they gave us a check.
So then the second part of thatwas to actually make the thing,
make money so that we couldafford it and not lose the farm.
So that was kind of.
(23:34):
Where I came in is because Jacobwas trying to keep High Point
going.
At this time I think it wasonly Jacob.
He brought on his dad to be anagent and then we had like a
couple more agents just off kindof doing their thing, and so
he's out there doing auctions,selling property, selling farms,
building that out, and I had tobuild the cabins and get people
(23:58):
coming there.
Now these cabins were up andrunning but they weren't
promoted or marketed.
It was very minimal.
I don't even know that we evenhad 10% occupancy.
They were only seasonal cabinsat the time, so it just was.
It was a rough go and I Airbnbwasn't even a thing Like I, it
(24:25):
was 2016 when we got those.
I, when I started actuallyputting more time and effort
into the cabins, which wasprobably around 2017 and end of
17, because I finally like gotout of the hole, just cleaning
cabins and trying to figure out,like, do I do this chamber of
(24:45):
commerce or that chamber ofcommerce or whatever, sifting
through all of those things as anew business owner and really
honed into what my perfectclient was and what my perfect
guest was, and what I realizedis narrowing down, honestly,
(25:06):
geographical location.
Who is the easiest to get?
To come to Decorah, iowa?
Who was like what theirbackground was, what their
demographic was?
Were they older couples?
Were they younger couples?
Were they hunters?
Were they fishermen?
Were they?
You know, what were they?
Did they have families?
What was it?
And I sat there night afternight researching, like
(25:30):
different places around thecountry, around the Midwest.
Why would people go to thesethings and realize, okay, well,
obviously people are going toColorado and Montana for
mountains and all the things,but why would someone come here?
And tapping into the staycationlocation versus a destination.
(25:50):
Because I do remember utilizingmy social media background and
my marketing there.
And in between that time Iactually ran a lot of other
companies social medias as well,including a lot of our RLI
friends.
Quite honestly, I spoke at RLIabout social media marketing 10
years ago and really honed in onthat for my own business, and
(26:15):
once I did that, that's when thedial turned and it just started
taking off and everythingstarted clicking and figuring
out the psychology of who wascoming here and finding out who
the best guest was.
That's, quite honestly, what itturned into is I was just trying
to find who the best guest was.
What it turned into is I wasjust trying to find who the best
(26:35):
guest was and it wasmiddle-aged to retiree couples
that wanted a staycation placethat they couldn't be gone for
more than two or three days at atime and at a premium price,
with luxury products and greatamenities, like that's all it
took.
It was just tapping into thatpsychology and implementing
those things.
And then in that when itstarted to grow, I had to
(26:57):
implement processes and systemsand hire employees and managers
and different aspects of thatbusiness, and that's when I was
able to tap in even harder ontothat and start building more
cabins and actually turn it intoa full year, not just, not just
, a seasonal resort.
Speaker 1 (27:16):
Yeah, and that I think that's the interesting
thing, though, too, is cause,like you are a huge systems and
processes person, right, likethat's that to you.
You know, like I am like moreof a uh, like my wife is the
systems and processes person.
Like she's the, she's the putyour feet back on the ground
dreamer type of person.
(27:37):
I am more of a.
I can see the vision of what itlooks like in the end and
really could give a crap less onwhat all the things that have
to be to get us there you knowlike are or to keep us there.
But I can see the vision youknow on on what it looks like in
the end.
And so talk to us a little bitabout how does that systems and
(27:58):
processes that's the tough partright, like that's the.
You know like it's pretty, youknow, I guess it's not easy to
believe, I guess that are willthings to become big, but but it
is tough to make put thosesystems and processes in place,
correct.
Speaker 4 (28:14):
Oh yeah, putting them in place is not difficult.
It's the accountability by itand bringing everyone back to
the line, including yourself,because, especially as business
owners entrepreneurs which whatour agents are is they are their
own business owner you havethese and you and I have talked
about this a lot like too manyshiny objects, too many
(28:40):
different avenues to go towardsand whatever.
And it comes back down to whatis duplicatable, what is
templatable and what can be aplug and play and bringing you
back to that thing because, hey,I know that looks shiny over
there, but remember, this thingreally works and we have to keep
going this way and then we canadd things and sprinkle those in
later on.
But if you don't have theaccountability to bring people
(29:02):
back to the line, or evenyourself back to the line,
you're just shooting from thehip, you're just off flailing
around and never creatingsomething that is duplicatable
and easy to repeat.
And that's what I was able to dowith the cabins as well.
All of our cabins are situatedthe same.
The ones that I've built aresituated the same, thinking
(29:23):
about the psychology of ourcleaners.
So not only am I thinking aboutmarketing psychology to my
guests and what's easiest forthem and the layout that would
be the best and amenities thatwould be perfect for them.
But I'm also thinking aboutwhat way do I build this cabin
so that it's easiest for mycleaners and my managers to
(29:46):
quickly turn over these cabins,to have the most efficient
system and process to get oneguest in or one guest out and
one guest in.
Speaker 3 (29:56):
Right.
Speaker 4 (29:56):
So it's a constant flow of that, and those systems
and processes, when they areduplicatable, create this unique
ecosystem that cohesively allworks together and is just so
fun to watch and so fun topromote.
Speaker 1 (30:12):
Yeah, fun to watch and so fun to promote.
Yeah, well, and I think, likeit's, it's interesting to watch
because, like, especially whereyou come back to the real estate
world, where you're dealingwith like so many personalities,
right, because, honestly, I,the the good ones, are a little
bit full of themselves, right,like they, they know that
(30:35):
they're good.
Speaker 4 (30:36):
Like you do want them to have a little bit of an ego.
That's what we look for.
Speaker 1 (30:40):
Yeah, and so trying to get those people, especially
if they've got experience within other worlds, you know, like
I always thought I you know, Ialways go back and forth through
it's like man, it's it's, it'sa catch 22.
You either have to deal withthe ones that have been doing
this for a long time, that arereally good at what they do, and
deal with what comes with that,or you go find ones and build
(31:01):
them into good ones and thenthey're templated into yours.
You know, but, but no, like Ithink.
Going back to your cabins,though, I think what's fun,
though, is like, historically,with your social media.
I mean, when you were buildingthe cabins, that was stuff that
you were putting on social media, Like you were sharing the
process and the experience andall that stuff.
(31:22):
Right, and so it wasn't youweren't.
Oh, I thought you did have, likeyou the, the cabin was being
built and stuff.
You guys didn't do that.
Speaker 4 (31:31):
No, not really.
I my, my personal page was juststrictly about hunting and
women and hunting and trying tohelp chicks be comfortable
hunting in really cold weather,like, and how to be successful
and how to calm your nerves andall those things and how to put
up a tree stand and all that funstuff.
Um, so I, I literally and Ithink it was because we were so
(31:55):
young we one had this at thetime had a scarcity mindset that
somebody was going to try totake it from us, because we were
so young and, quite honestly,naive, like we didn't know what,
what anything was.
I mean it was wild and itreally wasn't until probably
2020.
So, almost you know, I mean itwas four or five years after we
(32:19):
bought the cabins that Iactually started promoting the
cabins on online more andstarted growing them.
Yeah, it really wasn't I.
And then I lost that page.
I got locked out.
I had like seven, seven, like7,000 followers and got
completely locked out of theaccount.
Like it's still sitting there,decorah High Point cabins, but I
can't get in, still can't getinto this day and had to start
(32:42):
over from scratch in 20 to 21 or22 with my Instagram page and I
was like what the heck?
Like?
I had this awesome base likeyou know, very niched, you know,
sub 10,000, like which is still.
It was still profitable.
That is where all of mybookings came from was social
media.
And it was a blessing indisguise, because I had to start
(33:04):
from scratch again and I had toreally think again.
And this is the time, like whenreels started coming out shorts,
all of those kinds of things soI actually had to learn how to
do video.
And the funny part is, everytime that we've started
something, it's always beenreally hard or it's always been
like the toughest time to dosomething.
So, you know, 21, a lot of thestates were shut down, like,
(33:27):
luckily, iowa opened back up andI started getting bookings left
and right, like a lot ofvacation rentals did, but I was
running out of doors so ended upbuilding another cabin within a
month.
So then I found out that Iloved building and GCing things
and it was just all thesedifferent aspects that played
into each other.
(33:47):
And from 21 or 22, I can'tremember which year it is, but
since then, I'm just about tohit another 100,000 followers on
Instagram.
Not like, totally organic, notpaid, not whatever.
So it's.
You have to just duplicatethose things and work into
what's working.
(34:07):
Like, just hone into what'sworking and duplicate that, do
that again.
Speaker 1 (34:12):
Yeah, and that I don't know.
I think a lot of people maybewould think that that's not as
hard as it is, but it isextremely hard to try and
organically find followers onany of the social media
platforms.
I think there's some peoplethat just kind of luck into it
once in a while, but for themost part it takes a really it
takes dedication and constantposting and posting the right
(34:34):
way and posting you know, and,and so kudos to you for a
hundred thousand.
That's.
That's quite a bit.
Let's take a quick break andwhen we come back let's talk
about, like, where I'm going inthe future.
If you don't mind, perfect, allright, we'll be right back.
Speaker 3 (34:51):
Land isn't just dirt.
It's where memories are made,families are raised and
livelihoods are built.
But when it comes time to sellor buy, the weight of the
decision is heavy.
Where do you even start?
Who can you trust to guide you?
(35:13):
For too long, land transactionshave been treated like a simple
exchange Numbers on a paper, asignature on a line.
But it's more than that.
At high point land company, wedon't just list land, we walk it
.
We learn its story and we findthe right buyer who understands
(35:36):
its worth.
You are not just another deal,you are the steward of something
bigger and we're here to helpyou navigate every step of the
way when it's time to sell, whenit's time to buy.
(35:58):
We're here Because land is morethan just land.
Speaker 1 (36:12):
It's your legacy all right, we are back with sh Hart
from High Point Land Company andShannon.
I do appreciate you taking thetime.
I know you are super busy.
Next week is the big trainingweek.
(36:33):
I'm excited to go learn.
I guess I don't know if you canteach an old dog new tricks,
but you're going to find outnext week.
I guess I'm kind of almost tothe point.
I don't know if you guys knewthis when you bought me, but I'm
kind of almost to the pointwhere I'm wanting to be like the
heckler from the Muppets, youknow the guys up in the
(36:53):
mezzanine where they just kindof yell stuff down.
Speaker 4 (36:58):
That's why we're putting you up on stage.
That's exactly why we're likeoh gosh, we can feel a Mitch in
there.
We better get him up on stage alittle bit.
Speaker 1 (37:07):
That's right.
If you can't beat him, make himjoin you or something Is that
what it is.
Speaker 4 (37:13):
Force him into it.
Speaker 1 (37:15):
Make him, entertain him just a little bit.
So he's entertained.
I get it Busy, couple weekscoming up Super excited, though,
next week, I think, is CorvetteCool from Camo Ag.
I'll tell you what I did do theinterview previous, and that is
(37:40):
a really cool interview that wedid with Corvette, because I'm
going to be gone and so that'llbe a prerecorded interview with
him, so, but that was a coolinterview.
We use Camo Ag at High Pointand it is a neat tool, all right
, so let's talk about where theplane is going.
(38:00):
I know like it's been kind ofinteresting.
High Point has been around fora while.
Okay, yes, and so I can tellyou like it's been interesting
for someone Like I think if Iwasn't the first one, that kind
of got brought on.
You know, like it kind ofseemed like the team had been in
(38:24):
place for quite a while andthen it was like there's this um
, intentional, like we're goingto, we're going to make a move,
like we're going to grow, and Idon't know if I was the first
one, but one of the first ones.
That was like added after, andso it was kind of like I I
always laugh, I'm like man, it'skind of like they have this
(38:44):
little twin speak language thatnobody really understands, like
the core group does.
And we're trying to, you know,like some of us are trying to
learn it, you know, but it is,it's fun, you know, it's it's
just fun to watch him.
You know, like the originalguys I call him, but we are kind
of building an airplane aswe're flying it, I like to say,
(39:15):
and so that has a little bit ofgrowing pains and stuff, but it
is an exciting time for HighPoint.
Where exactly is the planegoing, shannon?
Do you have any idea?
Or, knowing you guys, there'sgot to be a destination.
Let's hear what your idea is.
Speaker 4 (39:26):
Yeah, absolutely.
And it's so funny that you sayyou know, like coming in as like
a new kid or whatever it islike.
You know, people have theserelationships and we were like
we were very small.
Now we're almost up to 40agents.
I think it is across 13, 14states now, hopefully at the end
of this week, 13, I think, yep,and then we'll be having
(39:48):
another one come up here soon.
And that part wasn't, I mean, itwas intentional for the bigger
vision that Jacob had with thiscompany.
You know, he doesn'tnecessarily want to be like a
Keller Williams and just beevery single agent, every single
person is, is with high point.
(40:09):
He does want to be the best.
You know that's why we have ourcore, core values of best
customer service under promiseover deliver.
You know, like that's why wehave those things and that it
just it just took off.
And when the real estate markettook off, I would say during
COVID, that's when people juststarted organically coming to
(40:33):
him because of the success,because of the values, because
of the niche.
Again, it just kind of blew upovernight and we didn't know
what to expect.
So, moving forward and where Icame in is developing these
systems and these processes andreally bringing everyone back to
the line and I know I'm kind ofthe hammer sometimes, as you
(40:54):
know but bringing people back tothat line, because we don't
necessarily want to be acorporation where, oh, we're so
rigid and we can't do thesethings.
However, we do have to keep itin a tight lane and with that,
that's where we're trying tomake sure everyone is on the
same page as far as core values,of morality, of what values
(41:20):
that we as High Point want torepresent, of how we want to
take care of our customer, ofhow we want to deliver the
product, which we're aservice-based product, we're a
service industry.
We really try to help youthrough a transaction.
That's what we're doing.
Yes, we're marketers.
I would say that's more on thefront side and we are trying to
(41:42):
do more of that would say that'smore on the front side and we
are trying to do more of that.
But we really want to make itmore about the client and Jacob
always kind of laughs too Likeyou guys, as our agents are our
clients, like that's reality.
As front for high point, you'reour client because we do want
(42:02):
to make you happy, but we alsoneed to make you fly, like you
guys it's, and probably lack ofbetter terms, but you know, it's
like herding cats, like,especially across multiple
states, different personalities,all the things but being able
to again listen to the people,understand where they're coming
from and then explain to themlike I understand why you want
(42:24):
to do this, but this is why wehave to do it this way.
And then that usually is likeoh yeah, totally get it Totally
understandable.
And with all of these thingscoming in place now, with our
systems and our processes withinthe office and the staff and
the growing staff like we justbrought on another videographer,
like it's, we're just we'reramping up and we want to.
(42:46):
We want to take it to the nextlevel because we want to.
We want to be the first optionthat people think of when it
comes to land.
Like we want we want ourclients and your clients to know
that we're going to take careof you.
Like we want to be the firstperson in your mouth.
So trying to hit from everysingle area is very important to
us, but it also goes beyondthat and it's making sure that
(43:10):
every agent performs, like notperforms, but exemplifies those
core values and is on board with.
You know, making sure that theclient is taken care of.
You know, again, under promiseand over deliver, like that's
what we're going for.
And I don't we're really tryingto hone in now on the States
(43:34):
that we have.
Like we are bringing on newStates, we're bringing on new
agents if they're a good fit,but we don't just take on anyone
Like you know that, like we'vetalked about about different
agents that have wanted to joinus and we're like it's not going
to work and it's, you know,whether it's a cultural fit,
whether it's a work ethic fit,like whatever it is.
We are becoming very strategicon who we are hiring.
(43:57):
We don't want everyone, but wedo want the right ones because
it makes your job easier, likeeven as a referral base, like
everything gets easier when youhave the right people in place.
So that's where we're reallygoing right now and we're really
solidifying and fine tuning allof the different aspects of
high point, from the appraisalside of things to the farm
management side of things, tothe agent side of things, to the
(44:19):
staff side of things, likethat's in marketing, like that's
.
We are fine tuning everythingand I think it's a great time to
do that, because I don't think.
I think that's a part that alot of people miss, is they just
keep growing and not refining.
Speaker 1 (44:33):
Yeah, and I, I think what you well, you said
something very smart there whenyou were talking about like and
it goes back to internal andexternal customers that kind of
a philosophy of you know, likethe chair that you sit in, you
know what is it heavy, is thehead that wears the crown type
of deal, which I have been there, where you have to focus, you
(44:54):
know, half your time, on yourinternal customers.
What is it your agents needversus what they want?
And and again it goes back toduring this time of growth.
A lot of times it's just assimple as, first of all, finding
the people we want on the busright, that's a pretty easy,
(45:14):
easy um feat, and then then wegot to find the seats that they
fit in, you know.
And so and and.
That can be a painful processand and it can be.
You know, sometimes there's alot of people getting on and off
the bus while you're goingthrough.
That, you know all.
We thought you were one of ourpeople and you just aren't.
You know, like, for whateverreason, it just wasn't working
(45:36):
and no hard feelings.
But there's another bus comingin 10.
You know, and so, uh, I thinkthat that's.
You know, that's just one ofthose things with growth, that
kind of happens.
What's the five-year, 10-yeargoal look like?
Are we taking over the world orare we just want to be a luxury
(46:08):
like that high-end brand?
Speaker 4 (46:10):
Yeah, we really want to be that boutique.
So, just like the cabins, Icould add more doors.
I could just keep adding doorslike Hilton and just cover the
market.
We could be Keller Williams andjust take on anybody and just
you know, they fizzle, theyfizzle out If they stay on.
They stay on.
Go that route and we don't wantto do that because that's when
(46:36):
the personal touch leaves,that's when the customer
experience leaves, like that'swhen the client experience
leaves, customer experienceleaves, that's when the client
experience leaves.
Everything that we do, from theagents to the client, to our
staff, is all about theexperience.
It is extremely important to me, and you know this, that my
staff, their culture fit is oneof the most important things to
(46:59):
me, because when everyone isworking cohesively, that's when
the magic happens and that'swhat we try to bring to the
table with our agents that webring on, that's what we try to
bring to the table with clientsthat we bring on.
We want to make sure that theirexperience is exponential.
That's our key goal here, ourgoals.
(47:20):
If you want to do monetary-wise, we are looking for a billion,
but it's not just like hit abillion and oh, we made it.
No, this is a billion.
And then how do we keep growing?
It's always about progress.
It is not about the end goal.
It is not about Jacob and I arepretty young as far as
(47:42):
co-owners and founders and allthat.
We're only in our 30s and mostpeople don't start a successful
business until they're in their40s.
We have a lot of time andeffort and energy left and we
want to just keep going on thisthing, and it's the thing that
excites us the most.
I could have just rested on mylaurels and just the cabins are
(48:04):
running great.
I could be a housewife doingPilates and going shopping Like
that's what I could be doingbecause, like I finished a
business to where it fits mylifestyle, but I I I'm missing
out on high point.
Like high point is going to themoon and it is exciting and
it's fun and it's gettingtweaked in ways that just like
(48:26):
moves the dial so much.
And that's that's what reallyexcites us is the progress that
it's, it's it's heading towardsand the progress of every single
day.
We want to, we want to rewardour wins, but we also are always
looking to like okay, but howdo we tweak it even better?
How do we make that even betterfor the client?
How do we make that even betterfor the agent?
How do we tweak it even better?
How do we make that even betterfor the client?
How do we make that even betterfor the agent?
How do we make that better forthe staff, where they want to
(48:47):
stay with us, where they onlyuse us, where, if you mentioned
selling your land, the firstname that comes out is high
point.
Like you know, I think HollandHall has done a spectacular job
over the years.
Like they are, like they're avery small niche group, but they
are the epitome of luxury realestate.
They were the first ones tohave the $20 million listings.
(49:10):
Now you just see every randomColorado listing at $20 million
for five acres.
But at the grand scheme ofthings, hall Hall set the bar
for luxury property.
Of things, haul and haul setthe bar for luxury property, and
that's what we're trying to dowith farmland, with land, with
ranches, with hunting properties, with rec properties, anything
(49:32):
to do with land.
We want to be the best, we wantto be the first name out of your
mouth, and with good intention.
Not, you know, we have to begood intention, which is why we
create such a good clientexperience and that's why we
want to focus on that is we wantthis to be an actual experience
for the client.
That's that's key, because AI iscoming in and there's a lot of
(49:55):
residential systems and programsand agents that are going to be
replaced by AI.
You can't replace experienceand you can't replace how you
can make someone feel and Ithink later on, that is what,
like, our, our niche in land orin auctions is going to be.
It's going to be an experienceand it is going to be a great
(50:19):
experience that people are goingto want and that they will pay
for.
So that's that's where we'regoing.
It's not the bright, shiny,like, oh, we're going to do 10
billion in sales and we're goingto have, you know, 5,000 agents
.
Like, I don't want 5,000 agents, I want you 40, 50 to be so
exceptional and then we'll go upfrom there.
(50:39):
But we got to get everyone onboard and they're already there.
So, like, that's where we'rejust progressing forward.
Speaker 1 (50:45):
Yeah, and I think what I think you know, like my I
call it my gap year.
Between the year, you know, theyear between when I sold my
company and when I joined highpoint, the company that I was
with there, their philosophy wasintended to be that, you know,
like they were not going to havethat.
You know they were going to dothat.
(51:06):
That was their mindset.
Idea was, is we were, we arenot going to, you know, like
we're not going to just hireagents to have agents.
You know, and I see that that'snot the case, because it's
really not very easy to do that,Shannon, it's not very easy to
sit here and look at somebodythat's like you know, ready,
willing, fog in a mirror, readyto go to work in real estate and
(51:28):
has a license, and say sorry,Baba, it's just not, you're not
our kind of guy or whatever.
You know, it's not that you'rea horrible person, you know,
you're just not checking all the87 and a half boxes that High
Point has.
And it's not that you're a badperson, it's just, you know we
have this much of a standard.
Speaker 4 (51:48):
But that's why we're trying to like that's the whole
point.
We're trying to get our client,you as an agent, to a decision,
and it's not just because, like, oh, you're not a right fit for
high point, it's also that youwouldn't be happy at high point
because of our standards.
That's not the goal that youhave for yourself.
Like, I don't want to makepeople miserable, like that's
(52:09):
not the goal here.
It's the goal is that peoplethat love land, that want to do
right by, people that want towork with awesome clients, that
want to work with awesome teammembers and staff members and
other agents and that arecompetent enough to do the job,
like it, you know, we get badreps as just a generalized real
(52:30):
estate brokerage or firm.
I'm actually never been a realestate agent ever, so it's kind
of funny that I run a realestate company, but we we only
look for those individuals thatfit the right narrative for us
and for them.
I never, ever want somebody tobe with us and, quite honestly,
(52:50):
everyone that we brought onlately, that I have tried to
scare out of joining us becauseit is hard work we're not just a
rest on our laurels type ofcompany and they have all moved
and I'm okay with that.
Like, if it's not working outfor you at high point, that is
totally moved and I'm okay withthat.
Like if if it's not working outfor you at high point, that is
totally okay.
I want you happy too, becauseif you're here miserable and
(53:11):
dreading it and all the things,that's not what I want.
Not that we have a lot of those, that's for sure.
But I want to make sure thateveryone here wants to be here.
Speaker 1 (53:21):
Right.
Well, and it's not just that.
It's like I think one of thethings you know that drew me to
it was is, you know, like youneed to be challenged, Right,
and I think that in our industryit's it's a little like every
industry, I think a lot ofpeople just want to sit around
and bitch about what you're notdoing for me, and I think that
(53:41):
it's kind of refreshing to havea company that's like wakes up
every day and says you know what, that's fine, We'll listen to
what you think we're not doingfor you.
But we also like, get your buttup and do something you know,
and guess what?
Get up on Tuesday morning andat 845, we'll tell you what
maybe you should be doing thisweek to try and change, you know
(54:02):
.
Speaker 4 (54:02):
And so, like you know , as a leader, like it doesn't
go without merit, like it's whathas been proven to work and we
know that it can work for all ofall of our agents.
Like that's that's the realityis.
Like your excuses don't matter,it's just if you want to do it
or not, if you want to besuccessful.
If, if that's not your goal,that's okay too.
Like that's okay, but thestandards are what need to be
(54:27):
upheld.
Speaker 1 (54:28):
Well, but I think, like I've always said, it's
structured.
But what I've always toldpeople is the difference between
my success and the things thatI've done, from the time that I
was a leader in the military,all the way through selling my
company as somebody that wasnever in real estate, starting
as a broker, going to threeoffices with multiple agents
(54:50):
selling it for a you know andthen going on to you know.
The things that I've done is isI wake up every day and start
doing something, doesn't matterwhat it is you have to get up
and do something.
If you're going to, you know ifyou're going to be responsible
for yourself, what it is, youhave to get up and do something.
If you're going to, you know ifyou're going to be responsible
for yourself, you have to dosomething.
The thing I like about highpoint is is they sneakily on,
(55:11):
every day they give yousomething to do.
Right, they don't say, hey, youhave to go do this, no, but
they say, if you do this, you'regoing to end up successful.
Speaker 4 (55:22):
Yeah, the questions are are success Right.
Speaker 1 (55:25):
Bummer, and so yeah, and so and again, that's that's,
you know, that's that's thething that I think is is is very
helpful for people.
And again, I, I've, I've madethe mistake and, like I've, I've
, like I've, I've, I've trainedagents, and so the thing that I
(55:47):
can understand is is, like I'vegiven agents everything, um,
I've given them leads, I'vegiven them everything they
needed to have to be successful,and that's never worked.
You know, it's like, you know,I, I had a young kid that I
thought this, you know, like,this kid's a great personality,
I'm going to help him getstarted.
I gave him everything that Icould possibly give him,
including, like, a lot of leads.
And he comes in and he sitsdown and says, after a $90,000
(56:11):
commission year, and I can'tmake this work.
Well, you know, it wasn'tbecause he couldn't make it work
, it's because every time he gotan $8,000 commission check, he
went on vacation for three weeks.
You know, like I know, I canshow you why you're not making
it work.
It's not because you know, but,and so again, I, I really, uh,
(56:33):
I know you guys, I know you gotstuff to do, you got to go, I've
got a meeting here too, but, um, I appreciate you taking the
time.
Uh, super excited about wherethe plane's going.
Shannon, uh, you and Jacob havebeen great to me so far and I
appreciate the opportunity andso anything you want to say
before we take off here?
Speaker 4 (56:54):
No, I mean, I love what you're doing here and
you're getting out there andyou're doing the things Like I
appreciate everything thatyou're doing, bringing to our
table at High Point.
Again, we want people to come,but, man, you got to want it and
you got to be willing to put inthe effort.
This isn't just I think I'llget my license.
No, it's a lifestyle, and youknow that better than anyone now
(57:16):
and it's been fun to grow andit's just getting more exciting
by the day.
So I hope that's how it'sfeeling for all of our agents
too, and we're going to see allof you at training day, which is
the best day of the year, sowe're really excited.
Speaker 1 (57:30):
Yep, everybody gets to come in, get on the same page
, get all pumped up andhopefully I mean I know we're
going to take something awayfrom it.
Speaker 4 (57:37):
So and you're coming to the workout right.
Speaker 1 (57:39):
Oh gosh, I knew you were going to bring that up.
I will tell you, though you'llbe proud of me.
Since you saw me in Arizona, Iam down almost 32 pounds.
Well, I'm down 32 pounds thismorning, that's amazing.
Speaker 4 (57:51):
That's awesome.
Speaker 1 (57:54):
I have not signed up for the workout, but I'm pretty
sure I'm going to be shamed intodoing it.
Speaker 4 (58:01):
No, we won't shame you.
You're coming to golf thoughright?
Speaker 1 (58:04):
Oh yeah, absolutely it.
No, we won't shame you.
You're coming to golf, though,right?
Oh yeah, absolutely.
I'm golfing.
I am not good, but I love to doit Me neither.
Speaker 4 (58:10):
I swing like a softball bat, so that's all
right.
Speaker 1 (58:13):
I don't know what I swing like, but I got new clubs,
so it's not been real well thisyear.
We've argued more than we'vesucceeded, but we're getting
there.
Speaker 4 (58:24):
That's all right, we'll have some fun anyway.
Speaker 1 (58:27):
Anyway, looking forward to it, looking forward
to seeing everybody, and thanksagain, shannon, for your time
and for all you guys are doingfor the industry.
Again, that was my goal when Istarted was to help make the
industry better.
I feel like I'm in a goodposition to do that with High
Point.
We will see you all down theroad.
Speaker 2 (58:50):
As we wrap up another episode of the American Land
Seller Podcast.
Thank you for joining us.
Visit wwwamericanlandsellercomand find us on one of your
favorite podcast platforms.
If you would be so kind and youenjoyed today's insights,
please like, subscribe, rate,follow and review us on whatever
app you are listening orwatching on.
(59:10):
Connect with us on social mediafor updates.
Until next week.
Kobe wishes you success in yourland endeavors.
Speaker 1 (59:18):
God bless you and have a great week, the American
Land Seller is brought to you inpart by LandHubcom.
Are you in the market for theperfect piece of land?
Look no further than LandHubcom, your solution to the biggest
challenges facing land buyersand sellers today.
At LandHub, we'rerevolutionizing land
transactions by effectivelyconnecting buyers and sellers.
(59:40):
Say goodbye to the struggle offinding or marketing land for
sale.
We understand the power of newmedia marketing, leveraging
social media and targeted ads tobring together the ideal
audience for all property types.
Join us today and experiencethe expertise of LandHub's land
marketing professionals.
Whether you're buying orselling, let us show you the way
(01:00:02):
in the ever-evolving world ofland transactions.
Visit LandHubcom and discoverwhat the future of land
marketing looks like.
Landhubcom, where your landjourney begins, and High Point
Land Company.
When it comes to buying andselling land, high Point Land
Company sets the standard forexcellence across the Midwest
(01:00:25):
and beyond.
Our expert land specialistsbring unmatched market knowledge
and a personal touch to everysingle transaction, whether it's
a farm, ranch, recreational oreven investment property.
We provide the expertise andintegrity you can trust.
Looking to buy or sell, weoffer a premier selection of
(01:00:46):
properties and a marketingstrategy designed to get you
results.
From productive farmland torecreational retreats.
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Visitwwwhighpointlandcompanycom today
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High Point Land Company, a trueleader in land sales.
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