LandProz
LandProz is a privately held Midwest land brokerage and auction company serving farmland, hunting, and rural property buyers and sellers across 10 states via its proprietary AuctionCast virtual auction platform and a 35-plus agent network.
- Company typePrivate
- Founded2016
- HeadquartersAlbert Lea, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What LandProz does
LandProz Real Estate LLC is a privately held land brokerage and auction company focused exclusively on farmland, hunting, and rural property transactions across 10 Midwestern U.S. states (Minnesota, Iowa, Missouri, Wisconsin, Kansas, Illinois, Indiana, Ohio, South Dakota, and Texas). The company operates under founder/partner ownership with Brian Haugen as Managing Partner, employing 35+ licensed brokers, agents, auctioneers, and farm managers organized around state-specific entities such as LandProz of Indiana, LLC. Its headquarters are in Albert Lea, Minnesota, and it maintains a dedicated AuctionCast production studio in Zumbrota, Minnesota, for live virtual auction broadcasts.
The company's core technology is AuctionCast, a proprietary virtual land auction platform supporting live online broadcasts, real-time bidding with max-bid and custom-bid logic, timed online auctions, and choice-round bidding for multi-tract parcels. Surrounding products include the LandProz.com property search portal, an in-house drone video and 3D virtual tour production capability, a 1st to Know newsletter/email alert system, an agent portal, and a separate Farm Management & Leases service line covering operational planning, tenant oversight, and lease negotiation for absentee landowners.
Revenue is generated through three streams: auction buyer premiums (typically 0-6% of hammer price), traditional land brokerage commissions on listed sales, and farm management service fees. The company has executed 1,200+ successful auctions and cultivated a 15,000+ client email database, distributing listings to 500+ land-specific websites including LandWatch, Lands of America, LandAndFarm, Zillow, and MLS. A partnership ecosystem — anchored by IPX1031 (1031 exchange), Compeer Financial and Ascent Financial (lender referrals), Advanced Agrilytics, AcreValue, and DocuSign — wraps transaction-adjacent services around the core auction and brokerage engine.
LandProz firmographics
Firmographics- Name
- LandProz
- Legal name
- LandProz Real Estate LLC
- Website
- https://landproz.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LandProz is a privately held Midwest land brokerage and auction company serving farmland, hunting, and rural property buyers and sellers across 10 states via its proprietary AuctionCast virtual auction platform and a 35-plus agent network.
- Ownership category
- akta.pro rank
LandProz industry classification
Industry- Product category
- Land Brokerage and Auction Services
- NAICS
- Offices of Real Estate Agents and Brokers (5312)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Farmland Brokerage (Row Crops, Specialty Crops) (BPAJADAA)
- akta.pro secondary industries
- Land & Farm/Ranch Real Estate Auctions (BPAJAEAD), Recreational Land Brokerage (Hunting, Fishing, Wildlife) (BPAJADAD), Online/Virtual Real Estate Auctions (Marketplace Platforms) (BPAJAEAJ)
Keywords
Where LandProz is headquartered
LocationHeadquarters
- HQ city
- Albert Lea
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
LandProz business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Auction Buyer Premiums: LandProz charges buyer premiums on auction transactions. The premiums vary by auction, ranging from 0% to 6% added to the final bid price. For example, some auctions have 0% fees while others include 6% buyer premiums.
- Land Brokerage Commissions: Traditional real estate brokerage services for land sales, including listing representation for sellers and buyer representation, generating commission-based revenue.
- Farm Management Services: Comprehensive farmland management services including operational planning, cropland management, financial oversight, and lease negotiations for landowners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Auction Buyer Premium - No Premium Tier |
| Transaction based/ take rate | Pay-as-you-go | Auction Buyer Premium - 2% Tier |
| Transaction based/ take rate | Pay-as-you-go | Auction Buyer Premium - 6% Tier |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
LandProz product offering
Product offeringCore offering
LandProz is a land brokerage and auction company that sells farmland, hunting properties, and rural real estate across the Midwest through both traditional brokerage services and live virtual auctions. The company leverages its proprietary AuctionCast platform to host virtual online auctions with real-time bidding, complemented by professional marketing (drone video, social media, direct mail, 500+ listing sites), traditional land brokerage services, and farm management offerings.
Product overview
LandProz operates as a unified land brokerage and auction platform consisting of AuctionCast as the core virtual auction technology enabling live and timed online land sales, complemented by the LandProz.com property search portal for inventory browsing. Additional modules include farm management and lease services, multi-channel marketing services (drone video, social media, email, virtual tours), a newsletter notification system, and an agent portal for broker operations. The platform supports multiple auction formats (choice rounds, whole farm, individual tracts) and serves farmland, hunting, and rural property transactions across 10 Midwestern states.
Differentiator
Problem solved
Functional benefit
Brands
- AuctionCast: The company's proprietary virtual land auction broadcast platform that allows remote participation in land sales via live online auctions
Products and services
- AuctionCast Virtual Auction Platform AuctionCast is a proprietary virtual land auction platform that enables live, virtual online broadcasts of land auctions with real-time bidding functionality, max bid and custom bid options, and choice round bidding for multi-tract auctions. It is designed for farmland, hunting, and rural real estate sellers and buyers in the Midwest.
- Land Brokerage and Auction Services Comprehensive land brokerage and auction services for farmland, hunting, recreational, and rural properties across 10 Midwest states, including listing representation for sellers, buyer representation, and live auction events facilitated by licensed brokers and auctioneers.
- Farm Management and Lease Services Comprehensive farm management services for absentee and non-operating landowners, including operational planning, cropland management, financial oversight, lease negotiations, tenant relations, crop marketing, and land maintenance and improvement services.
- LandProz Property Marketing Services Multi-channel property marketing services for land sellers, including in-house drone video production, 3D virtual tours, social media campaigns, email blasts to 15,000+ clients, direct mail campaigns, and distribution to 500+ land-specific websites including MLS, Zillow, Realtor.com, LandWatch, Lands of America, and Land and Farm.
- 1st to Know Property Alert Newsletter Email alert and newsletter subscription service that notifies subscribers about upcoming land auctions and properties matching their geographic areas of interest across the Midwest.
Companies that use LandProz
Customer profileSegments4 records
Ideal customer profiles4 records
LandProz technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
LandProz partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Advanced AgrilyticsminorAgricultural analytics and data services partnership providing land valuation, soil analysis, and farm performance data to support LandProz clients in making informed land purchase and sale decisions.
- Midwest Ag AdvisorsminorAgricultural advisory services partnership offering farm management consulting, financial planning, and agricultural expertise to complement LandProz land transaction services.
- IPX1031coreSpecialized 1031 exchange services partnership helping LandProz clients facilitate tax-deferred property exchanges, a critical service for farmland owners selling and reinvesting.
- Farm and Home PublishersminorMarketing partnership leveraging Farm and Home Publishers' media channels and publication network to extend LandProz property listings to broader rural land buyer audiences.
- Hanson XYZminorIndividual partnership with Brian Hanson for industry networking and property promotion purposes.
- CorserisminorIndividual partnership with Lion Templin for industry networking and property promotion purposes.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
LandProz competitors and assessment
Company assessmentDirect peers
- Whitetail Properties Real Estate: Whitetail Properties specializes in hunting, recreational, and rural land brokerage and auctions across the Midwest and beyond. Comparable to LandProz on the recreational land segment and auction-led go-to-market, though skewed more toward hunters than farmers.
- Farmers National Company: Farmers National Company is a large U.S. farmland real estate brokerage, farm management, and auction provider active across the Midwest. Comparable to LandProz in land brokerage, auction, and farm management offerings, though operating at greater scale.
- Peoples Company: Peoples Company is a Midwest-based land brokerage, management, and auction firm serving farmland and investment-grade rural real estate buyers and sellers. Highly comparable to LandProz in core customer base, geographic footprint, and service mix (brokerage + auctions + management).
- Hall and Hall: Hall and Hall is a farmland, ranch, and recreational property brokerage with live and online auctions. Closely comparable to LandProz in the combination of rural brokerage and auction services, though with stronger Western ranch representation.
- DreamDirt: DreamDirt is an Iowa-based farmland and rural auction company with live and online bidding. Direct competitor to LandProz in the Iowa/Midwest farmland auction market with similar event-driven GTM.
- High Point Land Company: High Point Land Company is a Midwest land brokerage and auction firm operating across MN, IA, WI, and surrounding states. Closely comparable to LandProz on farmland/recreational land transactions and auction format.
- Hertz Farm Management / Hertz Real Estate Services: Hertz is a long-standing Midwest farm management and farmland real estate brokerage and auction company. Direct peer to LandProz on farmland transactions and recurring farm management services across overlapping Midwest states.
Broad incumbents
- LandWatch: LandWatch is one of the largest online marketplaces for rural land, farms, ranches, and hunting properties. Comparable to LandProz as a distribution channel for rural land listings, though LandWatch is a listing platform rather than a brokerage/auctioneer.
- United Country Real Estate: United Country is a national franchise network specializing in rural, recreational, and lifestyle properties including farms, ranches, and hunting land. Comparable to LandProz in target asset class but operates at broader national scale via franchise model.
- Auction.com (Ten-X): Auction.com operates an institutional online real estate auction marketplace across residential, commercial, and land assets. Comparable to LandProz in online auction delivery mechanism, though LandProz is land-specialized while Auction.com is multi-asset and institutional.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
LandProz social profiles
Digital presenceLandProz financial estimates
Financial estimateRevenue estimate
Valuation estimate
LandProz leadership team
Management profileNumber of profiles
Profiles11 records
LandProz funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LandProz M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LandProz
What does LandProz do?
LandProz is a land brokerage and auction company that sells farmland, hunting properties, and rural real estate across the Midwest through both traditional brokerage services and live virtual auctions. The company leverages its proprietary AuctionCast platform to host virtual online auctions with real-time bidding, complemented by professional marketing (drone video, social media, direct mail, 500+ listing sites), traditional land brokerage services, and farm management offerings.
Is LandProz a public or private company?
LandProz is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LandProz founded?
LandProz was founded in 2016. It employs 11 to 50 people.
Where is LandProz based?
LandProz is headquartered in Albert Lea, United States, in the North America region.
How does LandProz make money?
Three revenue lines are on record. Auction Buyer Premiums are the primary driver. The others are land Brokerage Commissions and farm Management Services.
Who are LandProz's main competitors?
Direct peers on record are Whitetail Properties Real Estate, Farmers National Company, Peoples Company, Hall and Hall, DreamDirt, High Point Land Company and Hertz Farm Management / Hertz Real Estate Services. Broad incumbents are LandWatch, United Country Real Estate and Auction.com (Ten-X).
Does LandProz have an API?
No public API is recorded for LandProz.
What industry is LandProz in?
LandProz's product category is Land Brokerage and Auction Services. Its primary akta.pro industry code is BPAJADAA, Farmland Brokerage (Row Crops, Specialty Crops), with a secondary code of BPAJAEAD, Land & Farm/Ranch Real Estate Auctions. Its NAICS code is 5312 and its SIC code is 6531.