Unprecedented activity in the marketing of grazing and mixed farming properties has been observed on Beef Central, notably in January and extending into early February of 2025. This surge in listings is happening earlier than usual, prompting industry stakeholders to analyze the benefits and drawbacks of marketing assets during the traditionally quieter holiday season.

Two significant factors influencing this trend include the strategic avoidance of property listing congestion during peak seasons later in the year and the opportunity to showcase properties in their prime condition following beneficial rainfall.

Early Momentum in Property Listings

Typically, property listings do not gain significant traction until mid-February or early March on digital agricultural platforms like Beef Central. However, advertising coordinator Nikki Nason has reported a marked increase in activity since December. She noted that regions that experienced favorable summer rainfall at the end of the previous year have seen a particularly strong uptick in new listings.

“Areas like the western Darling Downs, New England, Maranoa, Dawson Valley, coastal Central Queensland, and the Arcadia Valley have all started strongly with new listings,” Ms. Nason stated. Conversely, regions experiencing drier conditions, such as parts of north-west Queensland and southern New South Wales, have been slower to respond.

According to Ms. Nason, vendors are increasingly inclined to wait until their properties are in optimal condition, particularly in terms of pasture health, before listing them for sale. “Some of that may be around avoiding any property listing oversupply that can happen from April to June, when listings often peak in the more northerly parts of Australia,” she added.

Case Study: Romani Property

In early December, LAWD introduced a substantial 3033-hectare cattle and sheep grazing property located on the Northern Tablelands of New South Wales, which has the potential for carbon offsets and renewable energy development. This property, known as Romani, is anticipated to sell for over $16 million. The marketing campaign was launched during the typically quiet Christmas/New Year period, with expressions of interest closing on January 23.

Michael Corcoran, LAWD

Agent Michael Corcoran noted that with a growing number of properties expected to enter the market in 2025, vendors were eager to gain a competitive edge. “Will and Harriet Corlis had previously experienced a failed expression of interest campaign in August and were motivated to sell Romani, given the favorable seasonal conditions,” Mr. Corcoran explained.

While corporate grazing operators and renewable energy developers expressed interest before Christmas, they required additional time to engage fully. “We lost about two weeks during the marketing campaign because most people returned to work around January 6. By extending the campaign from seven to eight weeks, we allowed interested parties the opportunity to organize inspections before the close of EOIs,” Mr. Corcoran noted. Although he believes the strategy was effective, he acknowledged the challenges of marketing a property during the holiday season.

Wombil Downs and Rangelands

In mid-December, Nutrien Harcourts GDL listed Wombil Downs, a fully exclusion-fenced property in Dirranbandi, with expressions of interest closing on January 30. Agent Nick Dunsdon reported significant local interest as well as inquiries from producers outside the area, despite the holiday timing.

Furthermore, the agency promoted the 2641-hectare Rangelands property, strategically located between Goondiwindi and St George, with a marketing campaign that is currently active and an auction scheduled for February 28. Agent Andrew McCallum remarked that the early start to the summer season encouraged some vendors to list their properties sooner rather than later. “The season provided the opportunity, and vendors took advantage of it,” he stated. While he acknowledged the risks associated with holiday marketing, McCallum emphasized that Wombil Downs was marketed in isolation, allowing it to stand out.

Mr. McCallum observed an increased online presence during the holiday season, with potential buyers more likely to browse properties while enjoying their leisure time. “There was an excellent response regarding phone inquiries, and while good properties were scarce last year, we anticipate more listings this year, albeit without an oversaturation of the market,” he added. He also mentioned that upcoming federal elections might impact buyer sentiment, urging vendors to consider the timing of their marketing campaigns carefully.

Central Highlands Listings

During the holiday period, Buckley’s Rural Property & Livestock principal David Buckley and CountryCo Blackwater agent Greg Hardgrave advertised scenic grazing land in Queensland’s Central Highlands. The adjoining properties, Mt Helmet and Pocket, spanning 5502 hectares and 657 hectares respectively, are set for auction on February 27.

The agents reported that the Wilson family, motivated by recent rainfall, decided to list the property shortly after Christmas. “It had been fairly dry until the second week of December, so when the storms arrived, we recognized an opportunity,” they stated. They also noted the growing habit of potential buyers browsing online platforms during the holiday season, leading to a significant number of inquiries. Mr. Buckley expressed confidence in marketing during this period, proclaiming, “It worked, and it set a date in potential buyers’ minds.”

In conclusion, while marketing properties during the holiday season presents unique challenges, the recent surge in activity indicates that with the right strategy, it can also yield substantial rewards. The combination of favorable seasonal conditions and a proactive approach to marketing can position vendors advantageously as the property market continues to evolve.

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