Growing Together is a blog series featuring people that have joined Peoples Company and their motivation to team up with a national leader in agriculture real estate services to pair experience with data driven decision making and deliver value to landowners. If you would like to learn more about partnering with or joining Peoples Company, please reach out to Molly Zaver, Director of Industry Partnerships, at Molly@PeoplesCompany.com.
When you’ve been in the land management business for more than 30 years, you gain perspective. You gain experience. And if you’re not careful, you can also become comfortable.
For me, comfort was never the goal.
My journey into professional farm management began in the summer of 1993 while I was a senior in college. At that time, I had taken advanced farm management, but my understanding was rooted in working on a farm — not managing farmland as a professional service. That changed when I interviewed for a summer internship with Farmers National Company. That opportunity introduced me to professional land management as we know it today.
I worked at Farmers National from 1994 until late 2001, when I left with my supervisor to start a land management group. I remained there until 2020, when I stepped out to start Landmark Ag Capital, LLC. Throughout those years, I built relationships, gained experience, and developed a deep appreciation for serving landowners.
What’s interesting is that I did not grow up in a region widely exposed to professional land management services. While the profession has deep roots in the Midwest dating back to the Depression era, it didn’t meaningfully reach our market until the farm crisis of the late 1980s. Even today, many landowners still don’t fully understand what we do or the value we provide. In many ways, it remains a young and evolving industry in the Mississippi Delta region.
Recognizing the Need for Something Bigger
After launching my own company in 2020, I quickly realized something important: operating as a one-man shop in today’s environment presents real challenges. The expectations of landowners and institutional investors continue to grow. Technology evolves rapidly. Capital markets move quickly.
While I had long-standing relationships with capital partners, I knew that to truly expand to deliver at the level today’s clients deserve, I needed access to a broader platform.
When Peoples Company approached me, it sparked meaningful conversations. Over four to five months, we discussed not just short-term opportunity, but three-, five-, and ten-year vision. We talked about market gaps, growth opportunities, and what we could accomplish together.
I also reached out to trusted colleagues within the American Society of Farm Managers and Rural Appraisers to gather their perspective. The consistent feedback about Peoples Company’s strategic direction and culture was compelling. Peoples Company’s willingness to openly share their long-term plan, not just talk about it, but lay it out clearly made an impression.
That alignment of vision was the deciding factor.
Expanding Beyond the Original Vision
Initially, my focus in affiliating was access to capital markets the opportunity to connect with investors and expand property acquisition and management capabilities.
What I discovered was far greater.
The support infrastructure, accounting, marketing, insurance, technology, appraisal integration, and capital markets — provided a foundation that would be extremely difficult to replicate independently. In today’s world of rapidly advancing technology and increasing investor expectations, scale matters.
The transition also brought something I hadn’t fully anticipated: renewed energy.
After nearly three decades in the business, I thought I had most things figured out. What I realized instead was that technology was outpacing even experienced professionals. Tools like FarmWorth, Salesforce integration, and AgWare have elevated how we operate. They allow us to deliver best-in-class service while maintaining the one-on-one relationships that are at the heart of this business.
These systems don’t replace relationships, they strengthen them. They free up time so we can spend more hours in the field, working alongside landowners and investors to achieve their goals.
The Power of People and Platform
If I had to summarize the advantages of affiliation, I would narrow it down to five key areas:
Peoples Company is made up of professionals who share a unified vision to serve America’s landowners and deliver best-in-class services. The network of colleagues and friendships I’ve built over the past several years has been meaningful both professionally and personally.
Being part of a nationwide team also enhances credibility. It creates opportunities to collaborate, share insight, and approach complex transactions with confidence and speed.
One example that stands out was a 2024 acquisition for an institutional investor, followed by an add-on purchase in early 2025. I had previously helped acquire and manage that property years earlier. Because of long-standing relationships and deep knowledge of the asset, from yield history to tenant relationships, we were able to move quickly and decisively. It became a strong addition to the client’s portfolio and a clear example of how platform, experience, and collaboration intersect.
Embracing Change
Transition always brings challenges. Integrating new systems like AgWare and Salesforce required time and adaptation.
But instead of resisting change, I chose to embrace it.
Many of the tools we use today are exactly what we were trying to build internally years ago. There is no silver bullet in this business, but continuous improvement is essential. Once implemented properly, these systems become powerful resources that enhance efficiency and service delivery.
That mindset, viewing change as opportunity rather than disruption, has been critical.
Looking Ahead
Affiliation with Peoples Company has given me a renewed sense of purpose and excitement about the future. It has strengthened my ability to serve landowners, expanded my professional relationships, and positioned my business for long-term growth.
For anyone considering a similar move, my advice is simple: do your due diligence. Make calls. Ask hard questions. Study the company’s vision. Meet with leadership and understand their long-term strategy.
Peoples Company may not be the right fit for everyone. But for professionals who want to be part of something bigger than themselves, who want to expand beyond their immediate market and deliver best-in-class services, it is absolutely worth exploring.
What we do in professional land management today is more important than ever. Landowners across the country are navigating complex markets, generational transitions, and evolving expectations. I’m proud to be part of a team that is committed to serving them at the highest level, and I look forward to growing together for many years to come.
Reach out to George Baird, AFM, AAC at 901.483.0373 or email him at GBaird@LandmarkAg.net.
