Family farm succession planning is hard in many ways, but the hardest part may be talking about it in the first place, according to Jolene Brown. It all starts with communication.
“Silence is the No. 1 killer of family and business,” Brown said, speaking from the main stage at the 2026 Farm Progress Show in Boone, Iowa. “It is tough when there’s been silence, because silence is filled by assumptions, hopes, wishes, resentment.”
Brown, an author, farmer and family farm business consultant, also noted, however, that the first conversation is simply a start, and nobody is committed to those first thoughts.
“A conversation is not a contract,” Brown said. “We have to be very clear and get things in writing, because if it’s not in writing, it does not exist.”
Brown was part of a panel discussion, “Holding on to the Farm and the Family,” which offered pointers on succession planning, communication and business strategies to keep farms and families together across generations.
The panel also included Andrew Benning, a sixth-generation farmer and farmland real estate agent at Mid-Iowa Real Estate Auctions and Appraisals, and Mike Downey, a farm business coach and transition consultant at UnCommon Farms. The group offered several tips for tackling farm succession planning.
Tackle challenges head-on
One way to start a transition conversation with parents, siblings and other family members is to identify and tackle head-on a particular fear or challenge that’s been getting in the way, Downey said.
“From there, you should just create a safe environment and have a meeting where you’re not making any decisions,” Downey said. Following that, everyone puts pen to paper.
“I really like to focus on where we’re headed and have everyone write down what a successful outcome looks like,” Downey said. “Then, just go around the table and have a conversation and get alignment. Once we get that alignment, we can get further into the conversation.”
Bring in outside expertise
A sound succession plan also requires outside expertise, including attorneys and accountants with experience in agriculture, panel members agreed. A family business “coach” to help get people motivated and focused might also be a good idea. Be sure to shop around.
“Don’t be afraid to interview the people you may be working with,” Benning said. “There are really good people and there are others who struggle [with farm transitions]. Don’t be afraid to reach out to several people. It’s important to feel comfortable because these are huge decisions. Make sure you have quality people in your room.”
‘Playing dead’ and carrying a good 2-by-4
Communication tactics aimed at getting a family conversation going can take some unique forms, such as what Brown described as “playing dead.”
“I have everyone get seated at the table and then have each person go around and take turns playing dead,” Brown said. “Then I say: ‘Dad, put your head down and play dead. Then, I say to Mom, “What are you going to do?’ She says, ‘Well, I guess I’ll have to bury him.’ Then I ask the son, ‘What are you going to do?’” (Important note: Regardless of any answer, the dead person is not allowed to come back to life.)
Brown joked that when working with farm families, she brings four consulting “tools”: a mirror, a box of tissues, a roll of duct tape and a 2-by-4.
The mirror is for reality checks and the tape is to keep people from walking away. The 2-by-4? That’s for discipline. “Sometimes there’s no other way. You’ve just got to let them have it,” she said.
Next gen: Share your goals
To be sure, transition planning can get complicated, especially if in-laws or others outside the immediate family are involved. But the things you need to get through it are fairly straightforward, according to the panelists:
- Set clear goals.
- Take a big-picture view.
- Respect your elders.
- Remember your history.
“Setting a goal and a vision of what you want the farm to look like is a great place to start,” Benning said. “Don’t be afraid to ask for help. As an heir, make sure you’re adding to the business. Make sure [your elders] know you want to be there and grow the business.”