Property Marketing Plan

The primary objective of the marketing campaign is to find a buyer for your home. The criteria for meeting this objective include the following:

•  Selling your home at or above market value

•  Achieving the sale within your preferences for timing

• Audience

  The target audience for your home are prospective buyers actively searching for homes within your home’s price range, area, lifestyle, or any combination of these variables. We’ll use information such as photos, potentially video, and details about your home as the main benefit or value to attract the audience. This information will help them determine if your home meets their criteria and give them the opportunity to express their interest.

  Positioning

  The message’s positioning is the main theme in the marketing for your home. It represents the distinct value your home offers in comparison to its competition on the market. Buyers are evaluating your home against the others, which is why we want your home to stand out from the competing houses.

  Developing the positioning requires three steps: Assessing the home’s condition and highlight features compared to other similar homes for sale, connecting those features to the current trends in buyer preferences, crafting the narrative to connect to the distinctive value your home offers.

  Example: Rare sub-$300K remodeled Ranch Oaks home in top school district.

  

  Calls to Action

  Calls to Action are created for different levels of buyer interest to connect with the viewer based on where they are in their home buying journey. The following calls-to-action may be used throughout the marketing mix for your home’s campaign:

  •  

    Schedule a Tour

    Viewers can schedule a specific day and time to tour your home. This indicates a serious buyer. A variation of this call-to-action is “See This Home.”
  •  

    Ask a Question

    Viewers can fill out a form, message, text, or call my phone number to find out more details about your home. This indicates a high-interest buyer. Typically, the next step for this viewer is to schedule a tour to see the home.
  •  

    Learn More

    Viewers can fill out a form, message, text, or call my phone number to find out more details about your home. This indicates a high-interest buyer. Typically, the next step for this viewer is to schedule a tour to see the home.

  Metrics

  We utilize performance-based marketing practices to monitor and improve results as our campaigns are implemented. The following measurements (metrics) may be tracked during this campaign:

  •  

    Number of Listing Ads Views
  •  

    Number of Landing Page Views
  •  

    Number of Listing Inquiries
  •  

    Number of Showings

  Marketing

  Our full-service marketing may include the following creative to use in our marketing campaign for your home:

  

  • Professional Photography

  • Full Property Tour Video

  • Highlight-Feature Social Posts

  • Marketing Narratives Written for Landing Pages, MLS & Syndication

  • Featured Property Landing Page

  • Facebook Creative (Copy, Design & Video)

  • Instagram Creative (Copy, Design & Video)

  • YouTube Creative (Copy & Video)

  • Mobile-friendly Creative

  Distribution

  Your home may be marketed on the following platforms:

  

  

  

  

  

  

  

  

  

   

  

   

  Schedule

  Depending on the circumstances and available creative, the following table reflects A SAMPLE Promotional Schedule that may be used to find a buyer for your home.

   

  ONGOING

   

  YouTube Ad Campaign to Active Real Estate Searchers

   

  Facebook Ad Campaign to Real Estate Interested

   

  Instagram Ad Campaign to Real Estate Interested

   

  Google Display Ads to Active Real Estate Searchers

   

  New Listing Email Announcement to Email List

   

  Listing Posted in Multiple Listing Service (MLS)

   

  Listing Syndicated to Popular Home Search Sites

  ONCE AT START

   

  Sign Posted in Front Yard

   

  Property Landing Page Published to Website

   

  Property Tour Video Added to YouTube Channel

   

  Postcard Mail Drop

   

  Agent Door Knocking with Printed Flyer

  WEEKLY

   

  Photos & Videos Posted to Facebook Business Page

   

  Photos & Videos Posted to Instagram Business Account

   

  Metrics Evaluation & Campaign Adjustments

  MONTHLY

   

  Open House Campaign & Event

   

  Agent Feedback Report from Buyer Tours

   

  Postcard Mail Drop

   

  Agent Door Knocking with Printed Flyer