Genetic improvement programs have increased the productivity of loblolly pine (Pinus taeda) stands in the U.S. South over the past five decades, and adopting genetically advanced seedlings can translate into increased timber revenue for landowners. However, expert opinion suggests adoption of the more advanced genetics among family forest owners remains low. This study estimates potential gains in revenue from both timber and carbon resulting from adopting advanced genetics. It also explores potential barriers to adoption among landowners and foresters in the U.S. state of Georgia. Results suggest that adopting more genetically advanced seedlings could increase profitability via timber and carbon revenue. Still, the cost and uncertainty about the benefits of advanced genetics may be barriers to adoption. Additional evidence of the benefits of higher genetics, communicated to stakeholders through trusted sources, may be necessary to overcome those concerns and spur higher rates of adoption.