The Power of Auctions: United Country Leaders Host RLI Cowboy Auction Fundraising Event

The 2025 Cowboy Auction at the National Land Conference brought together top land professionals for an evening of bidding on high-value items, such as wild turkey art series, guided hunting trips and more. Hosted by leaders of United Country | Auction Services, Shawn Terrel and Jimmie Dean Coffey, the event raised an incredible $73,365 to support land real estate education through the REALTORS ® Land Institute’s (RLI) Land Education Foundation (LEF). United Country’s leadership in auction services and our commitment to professional development helped establish this fundraiser as a standout event at this conference.

What was your journey with RLI and the Land Education Foundation that led you to hosting this auction event this year?

"Our journey with the RLI spans many years of shared commitment to land expertise and professional development. United Country Real Estate | Auction Services has valued our partnership with the Realtors Land Institute because we share the same core values of professionalism, expertise, and education in the land real estate sector. Shawn Terrel and Jimmie Dean Coffey have personally been involved with RLI for over a decade, earning our Accredited Land Consultant (ALC) designations and actively participating in RLI educational opportunities.

Several years ago, the opportunity for United Country Auction Services to host the Cowboy Auction came naturally as our auction division continues to grow our relationship with the Land Education Foundation. RLI recognized that our auction expertise could be leveraged to significantly increase the fundraising potential for educational initiatives. This year's auction represents a continuation of our commitment to giving back to an organization that has provided so much value to land professionals, including our own team members."

What is the purpose or mission of the auction event?

"The Cowboy Auction” is focused on generating critical funding for the Land Education Foundation (LEF) to provide educational opportunities and scholarships for land professionals. Every dollar raised goes directly toward helping current and future land specialists access the education, training, and resources they need to excel in their careers.

We believe strongly that professional development and specialized education are the foundations of exceptional service in land real estate. By supporting the Land Education Foundation through this auction, we are investing in the future of our industry and ensuring that land professionals have the knowledge and skills to best serve landowners and buyers. The mission aligns perfectly with United Country's commitment to expertise and specialized knowledge in rural and land-focused real estate."

What impact do you think this event will have on those awarded the scholarships?

"The impact of these scholarships is truly transformative for recipients. Land real estate is a specialized field that requires significant expertise, and the educational opportunities that are funded through the Cowboy Auction provide access to that specialized knowledge that might otherwise be out of reach for many professionals.

For scholarship recipients, this support often means they can pursue the prestigious Accredited Land Consultant (ALC) designation, participate in specialized land courses, or access continuing education that directly impacts their ability to serve clients effectively. We've personally witnessed how this education can accelerate careers, increase earning potential, and elevate the standard of service provided to landowners.

Perhaps most importantly, these educational opportunities create a ripple effect throughout the industry as better-educated professionals raise the bar for everyone, ultimately benefiting landowners across the country with higher quality service and expertise."

What would you say to someone curious about this event that has never been before?

"If you've never experienced the Cowboy Auction at the National Land Conference, you're in for something special! Yes, it's a fundraiser, but it's also one of the most entertaining and engaging events of the conference. The energy is incredible as auction professionals like Shawn Terrel and Jimmie Dean Coffey bring their talents to create a fast-paced, exciting atmosphere where generosity and friendly competition combine.

Beyond the entertainment value, it's a meaningful opportunity to directly support the future of our profession. The auction items are carefully curated to appeal to land professionals, often featuring unique experiences, valuable tools for your business, and items that celebrate the land lifestyle.

But perhaps the most compelling reason to attend is the networking. The auction brings together the most engaged and successful land professionals in the country in a relaxed, high-energy environment. The connections you'll make and conversations you'll have are invaluable. Plus, you'll get to witness firsthand the incredible generosity and community spirit that makes the land real estate profession so special. I can promise you'll leave with new relationships, inspiration, and likely a few great auction items too!"

What impact has the network of RLI and auction professionals had on you and your career?

"The impact of the RLI network on United Country and our careers has been immeasurable. The relationships built through RLI have directly translated into business opportunities, mentorship, and professional growth that simply wouldn't have been possible otherwise. 

The ALC designation has opened doors and built credibility with clients who recognize the value of working with professionals who have demonstrated their expertise and commitment to education. Perhaps most significantly, the collaborative nature of RLI has created a nationwide network of professionals that we can call on for local expertise, partnerships, and referrals. This network has enabled us to better serve our clients across geographical boundaries and specialty areas. In our business, relationships are everything, and the RLI network has been the source of some of our most valued professional relationships and friendships."

Anything else you'd like to add?

"I would just emphasize that the Cowboy Auction represents something much bigger than a fundraising event – it's a tangible demonstration of how our industry comes together to support its future. The generosity we witness each year from donors, bidders, and volunteers is a powerful reminder of the character and values of land professionals.

For United Country, our involvement with RLI and the Land Education Foundation aligns perfectly with our company's 100-year legacy of specialization and expertise in rural real estate. We're honored to play a role in supporting educational opportunities that will shape the next generation of land professionals.

We invite everyone attending the 2026 National Land Conference to join us next year at the Cowboy Auction – whether you're bidding, donating, or simply enjoying the experience – your presence helps strengthen our professional community and supports the educational mission that benefits us all."

The United Country | Auction Services Difference

United Country’s role in the Cowboy Auction reflects our ongoing leadership and innovation in land real estate and auction services. By supporting RLI and the Land Education Foundation, our commitment to investing in the future of land and auction real estate professionals is only getting stronger. The success of the auction event is a testament to the power of collaboration, education and the unmatched network in the land properties industry.