J UN I PER PRESERV E
REFI N ED M A RKET I N G PL A N
Summary: Re-defining our goals with our marketing to make our listings stand out in what isbecoming amorecrowded real estatemarket
1. Re-Define Our Goals & Audience
- Goals: Target remoteprofessionals, high-net-worth relocators, and second home buyers. Target residentsthat arealready living in Juniper Preserveand may be looking to upgrade/ buy instead of rent
- Audience:
- Second-home-buyersin Seattle, Bay Area(Primarily San Francisco), Los Angeles, Greater Phoenix Area(Primarily Scottsdale)
- Current residentsin Juniper Preserve
2. SEO Driven Messaging
- EmphasizeNew Cust om-Built Homes below New Build Prices
- Updated Slogansto ImproveSEO on Ads:
- ?Your Dream Golf Home? Wit hout t he Dream Price ?
- ?Live Where You Play? Luxury Homes on t he Green.?
- ?Resort Living Cust om Luxury Unbeat able Value ?
- ?Brand-New Builds. Bett er-Than-New Prices.?
- ?Cust om Homes Wit hout t he Cust om Headache ?
- ?Move-In Ready Meet s Resort-St yle Living.?
3. Updat ed Market ing Tact ics
A. Digit al Campaigns
- Paid Social Ads: (Instagram, YouTube): Using New Drone Footage and New Video Content.
- Google Search & Display Ads: Targeting high-intent searches in locations that buyersrealistically could comefrom.
- Utilizing Golf LifeNavigatorsto expand reach of properties.
- Utilizing my growing social media presence (over 8k followers and rapidly growing) to attract local agentsto keep propertiesin mind for their clients.
B. Localized Luxury Mailers
- Due to Juniper Preserves strict policies, local residents do not necessarily know which lots are available. Hope to entice those that are renting to consider buying Hope to increase word of mouth for residents to tell their friendsabout theproperties.
- Send mailersto other luxury golf resortsin Central Oregon.
4. Price Reduct ion St rat egy
Due t o propert ies being on t he market for a lot of days, t hey are gett ing buried in search result s. When t here are price changes, propert ies move back t o t he front of search result s.
Price: $2,089,500 Thursday June 26t h: $2,074,950
June 26t h: $2,064,950 Thursday July 24t h: $2,055,450
