Reaching Prospects Beyond the Screen

LandYield offers small, non-industrial forest owners across the U.S. access to carbon offset markets, providing them with a new revenue stream in exchange for deferring timber harvests on their land.

Brand & Audience Insights:

The LandYield audience is distinctive: they are older, family-oriented landowners who often have a very limited online presence. Because the carbon market is complex and not well understood, LandYield needed to feel approachable and trustworthy to individuals who value their land’s legacy. These landowners view their forest not just as timber, but as a part of their family heritage and a space for recreation.

Solving the Problem:

To reach this audience effectively, we used a comprehensive, full-funnel strategy designed to meet landowners exactly where they are — a journey that often begins at the mailbox. By bridging traditional prospecting with highly targeted digital campaigns optimized for action, we created a seamless route from awareness to enrollment.

Our approach focused on integrating physical and digital channels. Initial outreach via direct mail targeted landowners in high-density forest zip codes who owned significant acreage. These mailers introduced the LandYield brand and invited users to visit the website to estimate the potential revenue they could generate from the program.

To build on awareness and active interest, we launched Paid Search campaigns to capture high-intent prospects actively searching for relevant programs.  

Once prospects entered LandYield’s ecosystem, we maintained engagement through automated email programs and retargeting ads to keep the brand top of mind and provide landowners with the guidance they needed throughout the site creation and submission process.

The success of these campaigns hinged on a frictionless experience. We recognized that transitioning from a physical mailer to the enrollment portal was a critical juncture in the audience journey. To address this, we conducted rigorous user testing to make the online experience more intuitive and accessible, tailored to meet the needs and preferences of this specific demographic. 

Results: 

LandYield has seen consistent growth in enrolled acreage since our campaigns launched in 2024, successfully expanding its footprint into the Midwest and Northeast. Today, LandYield is the premier partner for family forest owners looking to turn conservation into a sustainable legacy.