Episode 51: Evolve or Die: Adapting to a Shifting Land Market

Sep 18, 2025

Hosts dive into the evolving land investing landscape, highlighting alarming trends of investor departures. They emphasize the need to adapt strategies, sharing insights on cutting PPC spending, embracing SMS marketing, and focusing on niche sub-markets for better leads. Personal anecdotes add a lighter touch, with stories of travel and life balance. The duo warns against complacency, advocating for a mindset that prioritizes rapid pivots and revenue-generating activities to thrive in a shifting market.

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ANECDOTE

Cave Dive With A Clear Warning

Justin recounts cave diving at Jackson Blue Springs with a small tank and strict safety margins.
He stopped at a grave warning sign and emphasizes respecting limits because he has young kids.

INSIGHT

Average Is The Enemy

Clay argues many people quit land investing because they were average and unprepared for hard markets.
He insists evolving business acumen beats blaming the market for failure.

ADVICE

Kill Low-Value Marketing Fast

Cut unprofitable marketing quickly and reallocate budget to higher-return channels.
Measure ROAS and stop channels that generate low-value leads even if volume looks good.

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🎙️ Welcome Back to The Ground Game Podcast! 🎙️

In this episode, hosts Clay Hepler and Justin Piché dive into the theme of “Evolve or Die,” discussing the critical shifts happening in the land investing business. They share their excitement about the opportunities in the industry while addressing the challenges many investors face today.

Key Highlights

Personal Updates:
Clay and Justin kick off the episode with some light-hearted banter, reflecting on their busy weeks filled with travel and family moments. Clay shares his excitement about visiting the Apki brothers in Ohio and his upcoming trips to Phoenix and Dallas, while Justin talks about his recent experiences at a mastermind event in Florida and the importance of maintaining life balance.

The State of the Land Business:
The hosts address the concerning trend of many investors exiting the land business, discussing the reasons behind this shift. They emphasize that "average is the enemy" and explore how some entrepreneurs may not have built the necessary skills to succeed in a challenging market.

Adapting to Change:
Clay and Justin share actionable insights on how to adapt your business strategy in response to market fluctuations. They discuss their recent changes in marketing strategies, including cutting PPC spending and shifting to SMS marketing, as well as the importance of targeting specific sub-markets for better lead quality.

Communication and Team Dynamics:
Listeners will learn about the significance of improving internal communication within their teams. Clay and Justin highlight how better communication can lead to increased efficiency and accountability, ultimately driving business success.

Founder Burnout:
The episode touches on recognizing and overcoming founder burnout. Clay and Justin share their strategies for maintaining balance while driving business growth, emphasizing the importance of self-reflection and prioritization in their hectic lives.

Tech and Data Management:
The episode wraps up with a discussion on the importance of leveraging technology and data management to streamline operations. Clay and Justin encourage listeners to utilize key performance indicators (KPIs) for informed decision-making, sharing their experiences with various CRM systems and the need for a cohesive tech stack.

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