The overlooked question that makes or breaks estate diversification

With my background in marketing strategy and consultancy, the first question I always dig into with my clients is: what’s the vision? or what’s the goal here? Everything in marketing is about getting from where we are today to where we want to be—whether that’s quicker, easier, or more cost-effectively. But to chart that path, we need to know where we’re heading. When it comes to estate diversification, the same principle applies: without a clear understanding of your objectives, it’s easy to lose sight of what really matters.

At the Scottish Land & Estates South East Reception, industry leaders shared invaluable insights into what makes estate diversification successful—and what doesn’t. From aligning your projects with long-term goals to exploring innovative ideas, the conversation reinforced that the why is just as important as the what. Here’s what I learned, and how you can use these lessons to ensure your diversification strategy delivers results.

Start with the ‘why’ before the ‘what’

One of the key takeaways from James Bowie’s talk at the event was the importance of starting with the why when considering estate diversification. James is the Factor at Rosebery Estates, and a Partner at Galbraith. This isn’t just about defining a project; it’s about ensuring every decision supports your estate’s core objectives. Whether you’re focusing on succession planning, profitability, or resilience, knowing your why will help you choose projects that truly align with your vision.

Questions to ask yourself:

• Why are we pursuing this diversification project, and how does it support our goals?

• Is this project the best use of this asset given its location and potential?

• Do we have the time and resources to execute and sustain it effectively?

James also emphasised the power of partnerships. You don’t have to do everything alone—working with local businesses, tourism boards, or experienced operators can unlock new audiences and reduce the strain on your team.

Rural business diversification means leveraging assets wisely

Martin Rennie of Galbraith shared compelling examples of how underutilised land can become a thriving source of income with the right approach. From turning small, neglected plots into secluded holiday lets to using share farming agreements to bring land back into productive use, these projects demonstrate the potential of strategic diversification.

But here’s the catch: once you’ve created a new asset, you need the right team to deliver the service. Whether it’s hiring staff or partnering with operators, making your project sustainable requires careful planning for the people side of the equation.

The role of estate marketing in diversification projects

Marketing plays a crucial role in estate diversification. It’s the bridge between your vision and the audiences you want to reach. Once you have your new service offering or product, your need to let the right people know you're there, with the right message.

Here’s how to approach marketing strategy for diversification projects:

1. Define your audience: Successful diversification starts with understanding who your project is for. Are you targeting tourists, local communities, or niche markets?

2. Leverage your story: Every estate has a history, and your diversification project can be part of its next chapter. Use that story to connect with your audience.

3. Create clarity: Your marketing should clearly communicate what you’re offering, why it’s unique, and how it benefits your audience.

4. Focus on sustainability: Highlight your estate’s commitment to environmental, social, or economic sustainability—it’s what today’s audiences value most.

Diversification ideas for Scottish estates

• Secluded holiday lets: Turn underutilised land into desirable short-term rentals.

• Event venues: Adapt barns or historic buildings for weddings and corporate events.

• Farm diversification: Explore options like share farming, eco-tourism, or artisan food production.

• Cultural attractions: Create visitor experiences that highlight your estate’s unique heritage.

• Renewable energy projects: Generate income while reducing your estate’s carbon footprint.

Working with local partners that support your ambition and vision can make for a really compelling story. For example, working with a Scottish business like luxury cabin designer ANTA House for your holiday lets, or Kingdom Scotland, Scotland’s first fragrance house, to make a signature scent to create a consistent, premium experience across all your customer facing businesses.

How to make rural estates profitable through diversification

James made the point that the most successful estates take an entrepreneurial approach to diversification:

• They ask the tough questions, like whether a project is viable based on their geography and resources.

• They plan for the long term, considering not just what to build but how to maintain and staff it.

• They align every project with their core objectives, ensuring it contributes to their overall vision.

Brand positioning for diversified estates: finding the right balance

Diversification opens up exciting opportunities for estates, but it also creates unique challenges around brand positioning. Should you keep everything under a single brand umbrella, or create separate sub-brands for each venture? What’s the best way to manage your online presence while keeping your marketing resources in check? These are critical questions for any estate looking to expand its offerings.

The umbrella brand vs sub-brand debate

A parent brand with sub-brands can help you maintain clarity while allowing each venture to have its own identity. But it’s important to weigh the pros and cons:

• Parent brand:

  • Works well when all ventures share a similar audience or core values.

  • Simplifies marketing by focusing on one overarching story.

  • Keeps resources focused on one website and social media presence.

• Sub-brands:

  • Useful when ventures target very different audiences (e.g., a luxury holiday let vs. a farm shop).

  • Gives flexibility to tailor branding, messaging, and tone to each audience.

  • Adds complexity and requires more resources to manage effectively.

One estate website or many for different businesses?

When deciding whether to create separate websites for each venture, consider the following:

• Single website benefits:

  • Easier to maintain, with all ventures under one digital roof.

  • Boosts SEO by consolidating traffic and authority to one domain.

  • Helps tell a unified story about the estate’s vision and offerings.

• Multiple websites benefits:

  • Ideal for ventures with vastly different audiences or needs (e.g., tourism vs. agriculture).

  • Allows for more targeted marketing strategies and dedicated SEO efforts.

  • Prevents one venture from overshadowing others on a shared site.

The resource trade-off

Maintaining multiple brands, websites, or social accounts can strain your resources, and many estate owners and rural business marketers already experience social media overwhelm. Here’s how to evaluate the trade-off:

• Pros of multiple accounts:

  • Tailored messaging for specific audiences.

  • Greater flexibility in tone, content, and promotions.

• Cons:

  • Requires more time, money, and expertise to keep everything updated.

  • Risk of inconsistency if resources are stretched too thin.

A good rule of thumb is to start with what you can manage well. A single, cohesive online presence is better than several underperforming ones.

My brand positioning recommendation

For estates exploring diversification, start by strengthening your parent brand. Your story—rooted in your heritage, vision, and values—should be the foundation for all your ventures. As new opportunities grow, evaluate whether they truly need separate identities or if they can thrive under the umbrella of your estate’s brand.

This approach saves time, keeps your messaging consistent, and allows you to adapt as your diversification strategy evolves. If you’re not sure where to start, a marketing consultant can help you map out a clear plan.

Ready to make your diversification strategy a success?

Estate diversification is an exciting opportunity to create new revenue streams, engage your community, and secure your estate’s future. But it takes more than a good idea—it takes a clear vision, strategic planning, and the right marketing to make it work. And strategic marketing consultancy can be your partner to making it the success you dream of.