The fee difference tracks the buyer pool. A house dispo service can send one address to several hundred buyers who all want the same thing, a three bedroom in a price band, and get offers in a day. Rural land buyers are fragmented by use. Someone who wants 11 acres for a cabin site isn't the person who wants 4 acres for a manufactured home, and access, well and septic feasibility, and whatever the county allows on the parcel each cut the pool again. So the person quoting you 40% is pricing more calls per closing, not just a bigger appetite.
What you're buying at that price is the buyer relationships and the work of matching. Before agreeing, ask him how many land closings his buyers have taken in your county or an adjacent one, and what he does if nobody bites in three weeks. Percentage of spread with a flat floor is a common shape, so ask what the floor is, because on a $10,000 spread the floor may be the number that actually governs.
On the mechanics: your purchase contract has to permit assignment, and "and/or assigns" after your name is the usual way that gets handled. Whether your assignment fee is visible to the seller, and whether any written disclosure is required, depends on your state and sometimes on the title company's own practice, so read your contract and ask the closer in that state directly. Land closings also tend to surface title problems, old access easements and unreleased mineral or timber deeds, later in the process than house deals do, which is what usually kills a land assignment rather than the buyer disappearing.