How to Sell Vacant Land:Tips for Landowners and Realtors
- Craig Kaiser
- Nov 10
- 10 min read
Residential properties tend to get most of the attention in real estate- a beautiful home with fresh paint, modern appliances, and a manicured lawn practically sells itself. Staging, professional photos, and open houses are the go-to tools in a real estate agent’s toolkit. But what happens when the property isn’t a house? What if it’s a vast, empty expanse of dirt, trees, and potential? When it comes to marketing vacant land, the traditional real estate playbook is often ineffective.
Although demand for undeveloped land fluctuates, strategic buyers like developers and investors are always seeking the right parcels in growing markets. Whether you own or represent vacant land, selling it requires a completely different mindset and strategy. You aren't selling a finished product; you're selling a vision, an opportunity, and a future. This fundamental difference is why standard marketing approaches often fail to attract the right buyers and secure a successful sale.
Selling Vacant Land: Options for Landowners
Landowners have three main options for selling vacant land: cash buyers, selling it themselves, or working with a land real estate agent. Each option varies in timeline, cost, and effort required.
1) Cash Buyers
Cash buyers are companies that purchase land directly from owners and close fast because they don't need bank financing. The process is straightforward: you contact a cash buyer, they typically make an offer within 48 hours, and you can close in as little as 7–14 days. This method eliminates the need for showings, negotiations, or waiting for financing approval, offering a hassle-free solution.
However, the downside is that cash land buyers may offer anywhere from 25% to 80% of the market value, with offers below 50% often coming from wholesalers. These buyers are land investors who need a profit margin to resell your land later. Getting a cash offer from a company works best when you need money urgently, your land has access or zoning problems, you inherited land you don't want, or annual taxes are eating into your profits.
2) For Sale by Owner
Selling vacant land by owner means handling everything yourself, without a realtor or the commissions they charge, allowing you to keep 100% of the sale price. However, remember that some states require specific legal forms for FSBO land sales. Selling land by owner works best if your land is worth over $50,000, you have 3–6 months to sell, the property has clear access and zoning, and you're comfortable with paperwork.
The main challenge lies in marketing vacant land effectively, as it requires skill to reach the right buyers and handle all inquiries yourself. You'll also need to research your own market thoroughly to ensure you don't undervalue your property. Furthermore, while buyers using agents don't typically expect to pay them upfront, offering to cover the buyer's agent commission- even by adjusting your price-can significantly expand your potential buyer pool.
To sell vacant land for sale by owner, start with LandApp's marketplace. Listing is free, with no fees, commissions, or obligations to accept any offers. LandApp listings reach traditional buyers and premium buyers interested in buying undeveloped land, like data center and energy developers.
3) Work with a Land Agent
Not all real estate agents excel at land transactions, as many who specialize in houses often lack an understanding of land markets, zoning issues, or buyer motivations. It's crucial to find an agent who specializes in land sales, like agents at National Land Realty, as they will have valuable connections with developers, investors, and recreational buyers. Expanding your buyer pool is the best way to sell fast, making these connections highly valuable.
While land agents typically charge a 5%–10% commission- which is higher than for house sales because land often sells for less- they handle all the marketing, showings, and legal paperwork. Working with a land agent is particularly effective when your property is worth over $200,000, you are aiming for the maximum sale price, your land has complex zoning or access issues, or you simply don't want to deal with buyers directly.
Most agents avoid selling vacant land, believing it's harder to sell and market than residential properties, often due to its lack of curb appeal compared to built homes. Others hesitate, fearing more work for less commission. However, selling vacant land can offer a stable source of business and, in some cases, higher commissions, if agents effectively identify leads and market it. While nationwide real estate demand has recently softened due to cooling buyer activity, many local markets still present lucrative land sale opportunities.
The Emptiness Problem: Why Visuals Don't Work
Traditional real estate marketing heavily relies on visual appeal. Agents use professional photography and videography to highlight a home’s best features, like a a gourmet kitchen, a spa-like bathroom, or a cozy fireplace. Virtual tours and perfectly staged rooms help potential buyers imagine themselves living in the space. For raw land, this approach falls flat. A series of ground-level photos of dirt, weeds, and trees rarely inspires excitement. From this perspective, one acre can look much like another, making it difficult for buyers to appreciate the property's unique characteristics, topography, or scale. The property lacks an immediate emotional hook, leaving buyers uninspired and unable to see the potential.
To sell vacant land, you need to sell the dream- not the dirt, and get in front of the right buyer audience. A standard property listing that only notes acreage and price doesn't communicate the possibilities, and buyers need help connecting the dots. Remember that you're not selling a tangible product; you are selling potential, so your marketing must help buyers visualize the future. Can they build a home with a walk-out basement? Is the land suitable for an orchard? Could it be rezoned for a small business? Without this information, a vacant lot remains just that- vacant.
Finding Buyers for Vacant Land: A Niche Audience
When you sell a single-family home, your target audience is broad. It could be first-time home buyers, a growing family, or retirees looking to downsize. These marketing channels are well-established, from online listing services to local advertisements. Raw land attracts a much more specific and diverse group of buyers. These are not typically people looking for a move-in-ready home.
Instead, your audience might include:
Developers: Professionals looking for parcels to subdivide for residential communities or commercial projects.
Investors: Individuals, firms, or land flippers buying land to hold as a long-term asset, anticipating future appreciation.
Custom Home Builders: People who want to build their dream home from the ground up and need the perfect spot.
Agricultural Buyers: Farmers or ranchers seeking land for cultivation or grazing.
Recreational Users: Buyers looking for private land for hunting, camping, or other outdoor activities.
Each of these buyer profiles has distinct needs, and a one-size-fits-all marketing message will fail to resonate. A developer cares about zoning regulations and utility access, while a recreational buyer is more interested in wildlife and proximity to natural features. Traditional marketing that targets a general audience is simply too broad to be effective.
How to Sell Vacant Land
Selling vacant land requires a unique approach compared to traditional real estate. Unlike homes or commercial properties, vacant land doesn’t have immediate features or finished spaces that appeal to buyers. Instead, you need to create a compelling narrative that highlights the land’s potential and showcases its possibilities. By understanding your target audience and focusing on the land’s unique qualities, you can effectively market and sell vacant property.
1) Prepare the Land
Prepare vacant land for sale by ensuring it’s in top condition. Remove debris, address any environmental issues, and emphasize the land’s features. Overgrown weeds can make lots appear smaller, but adding a few well-placed flowers can create a more welcoming and vibrant look. A clean, well-maintained property always leaves a strong first impression.
2) Organize Documents & Research Zoning
Address legal requirements early. Verify zoning regulations, secure permits, and organize all necessary documents. Be ready to provide this information to potential buyers- this will help you build trust and make the buying process smoother. Remember that serious land buyers are data-driven, and will need to perform due diligence before making an offer. By providing this information upfront, you build trust and make the buying process smoother.
Here are some documents to consider including in your marketing package:
Survey and Plat Maps: Property assessor data and official documents defining the property's legal boundaries.
Zoning Information: Details on current zoning regulations and what they permit.
Utility Access: Information on the availability of public water, sewer, electricity, and internet services. If these are not available, provide information on well and septic viability.
Topographical Maps: Show elevation changes across the property.
Soil and Perk Test Results: Critical information for agricultural land and buyers planning to install a septic system.
3) Visualize the Land's Potential
Whether you own or represent vacant land for sale, you need to visualize the undeveloped land's potential so that you can market it effectively. Start by carefully evaluating the property's features, like soil types, access to utilities, and topography. This will help you determine the property's highest and best use, whether that be agriculture, commercial real estate development, custom home builders, or investors. With this information, you can figure out how to effectively market the vacant land for sale.
Then, after you've researched the land's potential and highest and best use, consider providing concrete examples of what's possible with the land, and incorporate these into your marketing strategies. Here are some examples:
Conceptual Site Plans: Work with a surveyor or land planner to create a map showing potential building sites, driveway access, septic system locations, and well placement. This demonstrates that the property is "buildable."
Architectural Renderings: For high-value properties, consider commissioning renderings of a potential home or structure on the lot. This visual aid makes the dream tangible and helps justify the price.
Highlight Potential Uses: Clearly state the permitted uses based on zoning. If the land is suitable for horses, say so. If it can be subdivided, provide details on the process.
A free tool you can use to explore a property's unique features is LandApp's Property Reports. Simply find your parcel on our map to generate your free report, which breaks down the land's proximity to energy grid infrastructure, soil types, topography, and more:
4) Set the Right Price
There are various methods you can use to determine the value of land and a multitude of factors that play a role in assessing a property's value. Location and accessibility are the most important factors, but be sure to also research local market trends and comparable sales for vacant land in your area.
5) Invest in High-Quality Visuals
Use professional visuals to showcase the vacant land’s possible uses to help buyers visualize the future by doing some of the work for them. Investing in high-quality visuals is well worth the cost and time when it comes to marketing vacant land for sale. If ground-level photos are uninspiring, take to the sky and consider investing in drone photography and videos. There are various AI tools that landowners and realtors can use to streamline this process. Aerial shots of vacant land can:
Showcase the Entire Property: Give buyers a clear view of the property's size, shape, and boundaries.
Highlight Topography: Display slopes, flat areas, and unique natural features that aren't visible from the ground.
Provide Context: Show the surrounding area, including proximity to roads, towns, lakes, or other points of interest.
Create a "Wow" Factor: A sweeping video of the landscape at sunrise or sunset is far more compelling than a static photo of a field.
Good photos make a huge difference when it comes to selling vacant land- just because you're not selling a structure doesn't mean buyers don't care about images. A sweeping panoramic photo can do as much convincing as your listing description, if not more. Be sure to take wide shots that show the full property, including access roads, utilities, mountain views, and any water features. To capture the land in its best light, take photos in good weather with clear skies, preferably during warmer months. For boundary shots, mark the property corners with flags to give potential buyers a clear sense of the space.
6) List the Vacant Land for Sale on Reputable Platforms
After the preliminary work to sell vacant land is done, it’s time to start a marketing campaign. Remember that the more eyes you get on the land, the better chance you have of receiving multiple, competitive offers, so try and list the land on as many platforms as possible. An example of an online listings marketplace where you can list vacant land for sale is LandApp- there are no fees, commissions, or obligations to accept any offers. Plus, listings on LandApp go further- LandApp's marketplace reaches traditional buyers and non-traditional buyers, like data center developers and energy developers ready to pay top-dollar for suitable sites. Landowners and real estate professionals can list any type of property for sale on LandApp.
7) Use Creative Marketing Strategies
Instead of just listing vacant land on the MLS, try marketing it through investor and developer networks as well. Use 'For Sale' signs on busy roads near the property, brochures, and local ads to reach potential buyers who may not be active online. If you've identified your most likely buyer profiles in the third step, you can market the vacant land for sale directly to them.
Developer and Builder Outreach: Contact local and regional developers directly with a professional proposal.
Digital Advertising: Use platforms like Facebook and LinkedIn to run targeted ad campaigns. You can target users by interests (e.g., "real estate investing," "land development") or by profession (e.g., "architect," "real estate developer").
Niche Publications and Websites: Advertise on websites and in magazines dedicated to farming, hunting, equestrian life, or log homes, depending on the property's characteristics.
Conclusion: Actionable Tips for Success
Successfully selling raw land requires a strategic, data-driven approach that moves beyond traditional real estate marketing. It's about illustrating potential and connecting with the right audience. To achieve this, landowners and agents should invest in high-quality aerials, as drone photography is now essential for land marketing. They must also do their homework by gathering all relevant documents- surveys, zoning types, and utility details- before listing the property. Similarly, painting a picture with site plans and renderings helps show what's possible, creating a narrative around the property's future.
Knowing your buyer by defining their ideal persona allows for tailoring marketing messages and channels directly to them. Finally, pricing it right, ideally with an appraiser specializing in land valuation, ensures the price reflects the property's true potential and market value. By shifting the strategy from selling a static object to marketing a dynamic opportunity, the unique challenges of raw land can be overcome, connecting the property with the buyer who recognizes its true worth.
To sell vacant land, list it for free on LandApp's marketplace. There are no fees, commissions, or obligations to accept any offers- just opportunity, because LandApp's listings reach both traditional buyers and premium buyers like data center developers, energy developers, and CRE and infrastructure investors.
