Roger Jacobs, a name well-recognized in the auctioneering world, has devoted nearly 50 years to the livestock marketing industry. His dedication and passion were recently celebrated with his induction into the 2024 Livestock Marketers Hall of Fame. Known for his dynamic presence and relentless work ethic, Jacobs has sold over 100 purebred sales annually, reaching across 25 states and Canada.
Early life inspiration
Jacobs hails from the small town of Regent, ND, where he was raised by hard-working immigrant parents who instilled in their seven children the value of a strong work ethic. His father immigrated to the U.S. from Holland in 1928, living as a bachelor until he returned to his home country following World War II. There, he met his future wife and married her after just six weeks, and they returned together to the family farm in the U.S.
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Jacobs, born the sixth son, has an eldest brother just five and a half years older and a sister three years younger. Growing up with siblings so close in age meant there was never a dull moment on the farm, he said. There were always plenty of chores to do, from raising chickens and pigs to tending a couple of milk cows and operating Farview Angus, the family’s purebred Angus herd. The kids were also all active in 4-H, showing steers and participating on livestock and crops judging teams.
Jacobs reflects fondly on the strong values instilled by their parents—hard work and integrity foremost among them.
“If you don’t teach a child to work,” Jacobs told WLJ, “you’ve done them an injustice.” Luckily, he said, he had parents who taught them to roll up their sleeves and get after it. “I’ve been motivated my whole life by the way I was raised and have been very fortunate along the way to have some people that gave me the breaks I needed to get into this business,” Jacobs said.
Pathway to success
Following his early life on the family farm, Jacobs headed to North Dakota State University (NDSU) in pursuit of an animal science degree. He actively participated on judging teams during his time at NDSU, serving on both the livestock and wool judging teams. Without these experiences developing his confidence in public speaking, Jacobs said he wasn’t sure he would have the courage or ability to become an auctioneer.
He also credits his college professors as sources of inspiration both during his time in school and still to this day. One professor, M.L. Buchanan, also the head of the animal science department at the time, gave Jacobs an opportunity that just might have changed the trajectory of his life. Missing the ranch life while attending school, Jacobs planned to leave college after his sophomore year to return back home. Upon learning this, Buchanan extended the opportunity for Jacobs to work on the school’s beef barn until he finished his degree and graduated.
“He changed my life right there,” Jacobs said. “Never doubt your ability to inspire somebody or to change somebody’s life just by saying the right thing and doing the right thing.”
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After he stayed on at NDSU and graduated, Jacobs immediately attended auctioneering school. He then spent a few years fitting and showing cattle until he took a job with the American Angus Association in 1977 as a regional manager covering Montana, Wyoming and North Dakota. In 1981, he transitioned to the Angus Journal, covering most of the western U.S. and western Canada. A couple of years into his time at the Angus Journal, Jacobs decided it was time to “hang out his shingle” to enter the auctioneer and sale manager business.
“I thought I was going to starve to death for five years,” Jacobs said, “but eventually it took hold and got the ball rolling downhill, and it’s been great ever since.”
Jacobs’s passion for auctioneering stretches all the way back to his childhood when he would occasionally tag along with his dad to weekly livestock sales. “I really enjoyed sitting there watching the sales,” he said. As he grew older, he began attending purebred sales with his dad, always captivated by legendary auctioneers like Pat Goggins, Jim Baldridge and Bob Schnell.
His interest in auctioneering continued throughout college, which inspired him to attend auctioneering school. However, it’s easier said than done to enter the purebred auction business right off the bat. Jacobs had to learn the business and make his way up first.
“The six years of working at the American Angus Association and Angus Journal helped me make all those contacts and network to be able to get into the business,” Jacobs said.
One of the breeders pivotal in providing Jacobs with an opportunity for success in the auctioneering world was Russell Denowh at Gartner-Denowh Angus Ranch.
“He was the first guy to ever hire me, in the summer of ’83,” Jacobs shared. “He said, ‘I understand you are going to be an auctioneer,’ and I said, ‘Well, I’m going to try.’ And he said, ‘Well, if that’s the case, I want you to sell my sale.’”
Jacobs went on to sell the sale the following spring, which ended up being one of the most successful sales they’d had up to that point.
“That’s another case of someone changing somebody else’s life,” Jacobs said. “It led to other sale opportunities, and just snowballed from there.”
There were tough times along the way, especially early on in his career when he wasn’t selling many sales yet. “We missed a house payment or two because we didn’t have any money,” he shared. “But I just kept charging and soliciting business and eventually it just got better and better and better.”
In addition to his career as an auctioneer, Jacobs has also been licensed in the real estate business since 1985. He and his son-in-law, Bryan Anderson, own Premier Land Company together and sell farms, ranches and rural properties across the state of Montana.
Mastering the craft
Throughout the years, from early on to today, Jacobs has prioritized key traits in his career: honesty, integrity and character. He also noted the importance of being willing to change in an industry that is always evolving.
“I fought change a time or two in my career, and I’ve been wrong every time,” Jacobs said with a laugh.
Building relationships with his customers continues to be of utmost importance. He remains working for the families that gave him some of his first opportunities decades earlier. “It’s like going home,” he said. “The people are like family to me, and they treat me like family.”
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Sale day is the most important day of the year for many breeders, and Jacobs takes his role very seriously in preparing for sales throughout the year by visiting with breeders and going through their sale offerings.
“This is their day and you’ve got to be on top of your game each and every day, whether you’ve just got over the flu or you’re fighting a cold,” he said.
In May, Jacobs was honored by an induction into the Livestock Marketeers Hall of Fame. “When you look down the list of people that were honored before me, I looked up to most of them,” Jacobs said. “I can remember working with some of them way back when I was younger, and I admired what they had done and the careers they had.”
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Jacobs remains optimistic about the future of the livestock marketing industry and thinks there will be many opportunities for the next generation of auctioneers—but has no plans to retire anytime soon.
Behind the scenes
Jacobs has navigated the milestones and challenges of his career with the support of his wife, Sandy, who he credits with his success. “I could not have done what I’ve done without her being a partner, and the best friend and the greatest wife I could ever have,” he said, adding, “There’s never been two more compatible people than Sandy and I.”
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The pair, still yet to have their first argument, according to Jacobs, met at the state fair one summer when Jacobs spotted Sandy sitting on a show box. Following their first date at a Merle Haggard concert, they built a life together that includes three daughters and their husbands, and eight grandchildren.
Jacobs refers to himself as eternal optimist, with some of his favorite sayings including, “Every day working beats a day off!” and “Life just keeps getting better!” As a self-proclaimed health and fitness nut, Jacobs also prioritizes staying active with daily workouts, and enjoys lecturing younger ring crew members about their diets and staying in shape.
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His positive outlook and commitment to health are matched by his gratitude for the mentorship he received early in his career. Jacobs shares the following words of advice to younger people aspiring to join the business: “There’s no replacement for hard work and believing in yourself. Be willing to change, be willing to start where you must and work your way up. Don’t worry about the past—you can’t change it. Treat people as you would like to be treated. We are all equal. Respect people’s business decisions and don’t take it personal if it doesn’t go your way.
“I truly believe there is more opportunity in this country today than ever before for those that want to work and put in the time.”
