The market for conservation easements provides a way to ensure the continued existence of open space amenities where rural communities face development pressure. The object of this research is to identify factors affecting land trust agents’ preferences for conservation easements and to investigate preference heterogeneity among those potentially involved in easement acquisition. Stated choice surveys were sent to land trusts’ personnel (agents) across the Intermountain West. Models were segmented by attitudinal data from land trust agents regarding their organizations’ provision of ecosystem services versus their sense of place or place attachment when considering conservation easement choices. Four separate random utility models were estimated. Results indicated that preference heterogeneity for conservation easements exists across land trust agent segments. Such knowledge provides insights into factors which may affect potential demands for conservation easements in this evolving market. These outcomes might help public policy makers allocate resources towards land conservation and land use planning.