When it comes to selling a rural or lifestyle property, finding the right buyer can take more than a well-written property description and a good marketing campaign.
It can take knowing who is looking, understanding what they are looking for, and having the relationships to put the right property in front of the right person.
For PGG Wrightson Real Estate agents, that network extends well beyond the property team. With rural and lifestyle specialists throughout New Zealand, alongside strong connections across the wider rural sector, agents can draw on local knowledge, industry relationships and established databases of prospective purchasers.
For vendors, those connections can open doors that a conventional online listing may not.
Pictured: Tim Gallagher, Te Puke Rural & Orchard Specialist
Understanding the business behind the property: How industry connections create better outcomes
For Te Puke Rural & Orchard Specialist Tim Gallagher, one of the advantages of being part of the wider PGG Wrightson (PGW) network is the ability to stay close to what is happening across the rural industries that underpin many of the properties he sells.
And horticulture - one of his specialities - is a good example.
Through PGW’s wider connections, including its Fruitfed Horticulture business, agents can be exposed to conversations about the seasonal and market issues affecting growers. That can provide valuable context when talking to a vendor about their property and the factors that could influence a sale.
“For an orchard, understanding issues such as seasonal conditions, pollination rates, development costs, logistics and timeframes can make a difference when assessing the property and talking to potential purchasers,” says Tim.
“It means the conversation can go beyond the land and buildings to the realities of operating and developing the business.”
The same applies to dairy properties, where connections through PGW’s Livestock business can be particularly valuable.
A property sale may involve considerations around the herd as well as the land itself and for someone looking at converting a property to dairy, understanding the cost and availability of livestock can be an important part of assessing the overall investment.
“Being able to sit at the same table, discuss these challenges, and get synergy across both the sale of the property and any livestock is essential. And our agents have a real point of difference because of the wider PGW businesses and expertise that we can draw on,” says Tim.
A nationwide network can make a local difference when the right connections come together While industry knowledge is important, so too is knowing people.
Pictured: PGG Wrightson Real Estate Branch Manager, Gore, Derek Ayson.
Derek Ayson, Branch Manager in Gore, says relationships and networks are ‘extremely important’ when it comes to finding the right buyer, and he has seen numerous transactions where two agents work together with different buyers to achieve the right outcome for a vendor.
“A buyer who is looking for a property in one region may already have a relationship with an agent somewhere else in the country. Rather than starting from scratch, that connection can bring a potential purchaser into the conversation.”
Derek estimates that around 70% of his enquiries come through online or print advertising, with the remaining 30% coming through previous connections or his database. And that 30% can be significant when it comes to selling a property.
The value of local relationships in understanding both people and place
National reach is only part of the picture. In rural property, local knowledge and relationships remain critical.
Derek says being actively involved in the local community and supporting community events helps build relationships with both purchasers and vendors. That local connection can become particularly important when someone is looking to buy outside their home region.
Knowing the area means an agent can help a prospective purchaser understand not just the property, but the community, local conditions and the practical realities of living and working there. Those relationships can also generate opportunities that might otherwise be missed.
“At the Gore branch, I work closely with Technical Field Representatives, stock agents, seed representatives and the retail team, creating opportunities for referrals between different parts of the business,” says Derek.
“That might mean an introduction to a potential vendor, or a client who is looking to add another property to their portfolio.”
When privacy matters, a strong network can quietly deliver results
For some vendors, the value of a strong network is particularly apparent when they don’t want their property publicly advertised.
“Many vendors appreciate and value their privacy and don’t want the whole town knowing their property is for sale,” says Tim.
“And this is where the extensive connections PGW has with industry and other farmers means we can still get significant reach and target the right audience while maintaining strict confidentiality, trust, and integrity.
“You can’t sell a secret, but we can still present to the right prospective buyers, often provide multiple offers, and achieve the desired results with the benefit of not being advertised on public trading platforms and sales signs around your property.”
The power of a network comes down to people - knowing the market, knowing the industries, knowing the communities and knowing potential buyers.
In rural and lifestyle property, where every farm, orchard, block and business is different, the right connection may be what turns a potential buyer into the right buyer.
And it’s something PGG Wrightson Real Estate has been doing for generations.
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