The characteristics of landowners vary across the country, of course but the National Woodland Owner Survey and SFFI's multi-state focus group research show there are also significant similarities in values and orientation. Regional differences often stem from factors such as the size and tenure of land holdings, traditional patterns of land use, socio-demographic make-up of the landowner population, and the regulatory environment.

The SFFI landowner types summarize landowners' basic orientation to their wood and apply to all parts of the country. But the relative composition of these segments varies across the states. For example, Maine may have more Woodland Retreat (WR) owners and farming states such as Iowa may have a greater proportion of Working the Land (WTL) owners. But WR owners in Maine and Iowa, and indeed in any other state, are likely to be fairly similar in their overall orientation to their land.

Descriptions of the SFFI segments are a good starting point for getting to know the different "types" of landowners in your state. You can then refine your understanding by looking at a statistical profile of landowners in your state or region. For example, after looking at the SFFI segment profiles, you may decide to target WR owners with messages that emphasize the aesthetic value of woods. Then, a closer look at WR owners in your area may reveal that this group is particularly well educated, guiding you toward more sophisticated language and design.