Schultz Auctioneers Landmark Realty

What Schultz Auctioneers Landmark Realty does

Schultz Auctioneers Landmark Realty is a family-owned auction and real estate brokerage headquartered at 110 South Main Street in Upsala, Minnesota, operating continuously for 47 years (founded 1978/1979). The firm conducts live onsite and online-only auctions for farmland, residential properties, lake homes, personal property, equipment, and estates across Central Minnesota and the Upper Midwest, and also provides traditional real estate listings and sales alongside 1031 exchange facilitation, downsizing services, and estate settlement support. Co-owners Mike Schultz (CAI-certified auctioneer) and Jan Schultz (Broker) lead a four-person team that also includes Isaac and Lance; Jan was inducted into the Minnesota State Auctioneers Association Hall of Fame in January 2024.

The business runs on third-party online auction infrastructure — NextLot for online-only auctions with catalogs exceeding 1,000 lots, and Proxibid for equipment and farm machinery live-online bidding — combined with a WordPress-based marketing site featuring property search, home valuation, and mortgage calculators. There is no proprietary technology, no app, no disclosed API, and no AI/ML capability; the moat rests on local brand equity, multi-decade farmland relationships, MSAA-recognized marketing execution, and reputation for personal service. The firm has no subsidiaries, no external investors, and no parent company.

Revenue is generated entirely through transaction fees: commissions on real estate auction sales (documented outcomes include farmland clearing $1,600+ per acre above anticipated prices), commissions on personal property and estate auctions (with single events drawing 39,000+ views and 700+ lots), and standard real estate brokerage commissions on listed properties. Pricing is not publicly disclosed and is negotiated per engagement. The customer base is horizontal and SMB-heavy — farmers, life-transition families, recreational property owners, equipment collectors, and nonprofits — with no enterprise concentration. The firm is actively operating, with auctions scheduled through June 2026.

Name

Schultz Auctioneers Landmark Realty

Legal name

Landmark Real Estate

Website

https://schultzauctioneerslandmarkrealty.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

1–10 employees

Short description

Schultz Auctioneers Landmark Realty is a family-owned auction and real estate brokerage in Upsala, Minnesota, serving Central Minnesota farmers, families, and property owners with farmland auctions, estate liquidations, equipment sales, and traditional real estate listings.

Ownership category

akta.pro rank

Product category

Real Estate Auction Services

NAICS

Offices of Real Estate Agents and Brokers (5312), Offices of Real Estate Agents and Brokers (531210)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Land & Farm/Ranch Real Estate Auctions (BPAJAEAD)

akta.pro secondary industries

Residential Real Estate Auctions (BPAJAEAA), Bankruptcy, Probate & Estate Property Auctions (BPAJAEAG)

Keywords

• Real estate auctions
• Farmland sales
• Personal property auctions
• Estate liquidation services
• Auction brokerage

Headquarters

HQ city

Upsala

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Real Estate Auction Services: Commission-based real estate auctions including farmland, residential properties, lake homes, and land. Results shown include farmland selling over $1,600 per acre above anticipated prices.
2. Personal Property Auctions: Living estate auctions and personal property sales online and live onsite. Generates revenue through auction commissions on items sold ranging from vehicles to antiques and collectibles.
3. Real Estate Sales: Full-service real estate listings and sales for Central Minnesota properties including single family homes, farmland, and hobby farms.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Schultz Auctioneers Landmark Realty conducts live onsite and online auctions for farmland, residential properties, lake homes, equipment, and personal property, and provides full-service real estate brokerage and estate settlement services in Central Minnesota. The firm leverages third-party online auction platforms (NextLot and Proxibid) to extend bidder reach beyond the local market while maintaining a relationship-driven, family-owned service approach.

Product overview

Schultz Auctioneers Landmark Realty operates as an auction and real estate services company serving Central Minnesota. The core offering combines live and online auction services for real estate and personal property with full-service real estate sales. Supporting services include estate settlement (estate auctions and real estate disposition), downsizing assistance, 1031 tax-deferred exchanges, and property valuation tools. Property types sold include single-family homes, lake homes, farmland, lots and land, hobby farms, and commercial properties across the Upper Midwest region.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Farmland sold at over $1,600 per acre above anticipated prices
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Associated Contract Loggers & Truckers (ACLT)coreGTM or Marketing Partner · 24 April 2024Schultz Auctioneers served as official auctioneer for ACLT's annual fundraising banquet for the third consecutive year in 2026. Mike, Isaac, and Jan conducted the organization's live auction at Timberlake Lodge Event Center in Grand Rapids, MN, raising funds for the contract logging and trucking industry's association.
• NextLotcoreTechnology or IntegrationOnline auction platform used for conducting online-only auctions with bidder registration, real-time bidding, and catalog management. Used for estate auctions with 200+ and 1,000+ lots.

Scale indicators4 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• AcreTrader: Online farmland investing marketplace connecting buyers and sellers of farmland through fractional and whole-acre offerings. Emerging competitor for institutional and investor farmland transactions; partial overlap with Schultz's farmland auction business.

Broad incumbents

• Ritchie Bros. Auctioneers (RB Global): Global multi-channel auction company for heavy equipment, trucks, and agricultural assets. Competes with Schultz's equipment auction line through much larger scale, online bidding infrastructure, and national buyer reach.
• Heritage Auctions: Large national auction house handling collectibles, art, antiques, and personal property. Indirect peer to Schultz's personal property and estate auction line, particularly on higher-value antiques and collectibles within estate sales.
• United Country Real Estate: Large national franchise network specializing in country, rural, and lifestyle properties including farmland, ranches, and lake homes. Competes with Schultz's traditional brokerage and auction listings for rural Central Minnesota property owners.
• Auction.com (Ten-X): National online real estate auction marketplace. Indirect competitor on real estate auctions as Schultz sellers consider national platforms with larger buyer pools for higher-value or non-farmland properties.

Direct peers

• Steffes Group: Upper Midwest-based auctioneer conducting farmland, real estate, farm equipment, and personal property auctions across the Dakotas, Minnesota, and surrounding states. Direct regional competitor to Schultz with overlapping service categories, online bidding infrastructure, and farmland specialization.
• Farmers National Company: National farmland real estate brokerage and auction company specializing in farm, ranch, and agricultural property transactions across the U.S. Direct competitor in farmland sales, auctions, and 1031 exchange facilitation with broader geographic reach.
• Kruse Energy & Equipment Auctions: Auctioneer specializing in oilfield, energy, and heavy equipment, with overlap on equipment and machinery auctions. Less directly comparable to farmland real estate but a peer in the broader equipment/personal property auction category.
• Big Iron Auction Services: Online-focused farm equipment, real estate, and livestock auction platform headquartered in the Upper Midwest. Competitor in farmland and farm equipment auctions with a much larger online bidder base, comparable use of third-party online bidding technology, and similar regional customer base.

Regional players

• Local Central Minnesota real estate brokerages: Regional real estate brokerages such as Edina Realty (parent HomeServices of America) operate in Central Minnesota for residential and lake home transactions, overlapping with Schultz's traditional brokerage listings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/445353087600860
• Xx.com/sauctioneers

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Schultz Auctioneers Landmark Realty