PROPERTY MARKETING PLAN
Presented by: Eric Rizzo & Taylor Globus
PROPERTY MARKETING PLAN
CAMPAIGN GOALS
Theprimaryobjectiveofthemarketingcampaignistofindabuyerforyourhome. Thecriteriaformeetingthisobjectiveincludethefollowing: Sellingyourhomeatorabovemarketvalue. Achievingthesalewithinyourpreferencesfortiming.
AUDIENCE
Thetargetaudienceforyourhomeisprospectivebuyersactivelysearchingfor homeswithinyourhome’spricerange,area,lifestyle,oranycombinationofthese variables.We’lluseinformationsuchasphotos,videos,anddetailsaboutyour homeasthemainbenefitorvaluetoattracttheaudience.Thisinformationwillhelp themdetermineifyourhomemeetstheircriteriaandallowthemtoexpresstheir interest.
POSITIONING
Themessage’spositioningisthecentralthemeinyourhome'smarketing.It representsthedistinctvalueyourhomeofferscomparedtoitsmarketcompetition. Buyersevaluateyourhomeagainsttheothers,whichiswhywewantyourhometo standoutfromthecompetinghouses.
Developingthepositioningrequiresthreesteps:Assessingthehome’scondition andhighlightingfeaturescomparedtosimilarhomesforsale,connectingthose featurestothecurrenttrendsinbuyerpreferences,andcraftingthenarrativeto communicatethedistinctivevalueyourhomeoffers.
PROPERTY MARKETING PLAN
CALLS TO ACTION
CallstoActionarecreatedfordifferentlevelsofbuyerinteresttoconnectwiththe viewerbasedonwheretheyareintheirhomebuyingjourneybyutilizingAIforSEO optimization.Thefollowingcallstoactionareexamplesofwhatwillbeused throughoutthemarketingmixforyourhome’scampaign:
ScheduleaTour–Viewerscanscheduleaspecificdayandtimetotouryour home.Thisindicatesaseriousbuyer.Avariationofthiscalltoactionis“See ThisHome.”
AskAQuestion–Viewerscanfilloutaform,message,text,orcallmyphone numbertofindoutmoredetailsaboutyourhome.Thisindicatesahigh-interest buyer.Typically,thenextstepforthisvieweristoscheduleatourtoseethe home.
LearnMore–Viewerscanclickbuttonsorlinkstogetmoreinformationabout yourhome.Thisindicatesabuyerwithpotentialinterest.Variationsofthiscall toactioninclude“SeeMorePhotos,”“WatchMore,”and“GetAddress& Details.”
METRICS
Weutilizeperformance-basedmarketingpracticestomonitorandimproveresults asourcampaignsareimplemented.Thefollowingmeasurements(metrics)willbe trackedduringthiscampaign:
#ofviewsoflistingads
#oflandingpageviews
#ofinquiriesaboutlisting
#ofshowings
PROPERTY MARKETING PLAN
ASSETS
Ourfull-servicemarketingincludescreatingthefollowingassetstouseinour marketingcampaignforyourhomeincoordinationwithourin-housemarketing director.
ProfessionalPhotography
PropertyTourVideo
OptimizedReelforsocialmediaplatforms
Regularoptimizedpostsforsocialmediaplatforms
DroneArialVideography&Photography
Highlight-FeatureSocialVideos
SEOMarketingNarrativesWrittenforLandingPages,MLS&Syndication
FacebookAdCreative(Copy,Design&Video)
InstagramAdsCreative(Copy,Design&Video)
YouTubeAdCreative(Copy&Video)
Digital&PrintPropertyBrochures-digitalbrochurespromotedthroughIssuu
PropertyPostcardMailers
DISTRIBUTION
Yourhomewillbemarketedtothefollowingplatformsandaudiences
MultipleListingService(MLS)
PopularHomeSearchSites(Zillow,Trulia,Realtor.com,etc.)
Facebook&InstagramAdAudiences(expressedrealestateinterest)
YouTube&GoogleAdAudiences(activerealestatesearchers)
ProprietaryEmailList-AllRealtors/affiliatesinFLKeysMLS,ourcuratedlistof buyers,Sotheby’sAgentsworldwide&Florida.
ExposureonOceanSotheby’sInternationalRealtywebsite
PropertyrotationonSotheby’sRealtywebsite,the most visited realestate websiteintheworld.
PropertypresentedmonthlyinZoomclasseswithotherSotheby’sRealty agents.
PostcardMailDrop(EveryDoorDirectMail)
DISTRIBUTION
Assoonasyourpropertyisonsothebysrealty.com,itisalsodistributedacrossa varietyofleadingwebsitesacrosstheworld,maximizingreachandexposure.
GLOBAL & LOCAL ADVERTISING
Weworkwiththebestonlineandprintpublisherstodrivebetterperformanceand morereturnforourclientsonalocallevelandaroundtheworld.
PROPERTY MARKETING PLAN SCHEDULE
Alifeoflimitlessopportunitytoreachyourfullpotential. Forthreecenturies,theSotheby’snamehasbeensynonymouswiththe exceptional.Anamethatnotonlyrepresentsthemostprizedpossessions intheworldbutin-factdecidesthem.OceanSotheby’sInternational Realtyhastransformedthislegacyintoawayoflife.
WhentheSotheby’sInternationalRealtybrandrepresentsyourhome,it benefitsfromtheworldwiderecognitionandprestigeoftheSotheby’s nameandgainsexclusiveaccesstoahighlyqualifiedglobalclientele.
Ourgoalistoprovideanunprecedentedexperiencethatleadstolongstanding relationships.Thisiscultivatedbyprovidingbespokeconciergeservices, activelylisteningtoourclient’sgoals,andworkingwiththehighestlevelof integrity.Italsoincludescompetency,skillednegotiation,connections, Sotheby’sInternationalRealtybrandpower,andleveragingtechnologyto provideanedgetoourclientele.
OceanSotheby’sInternationalRealtywasvotedbythecommunityas‘BestRealEstateOffice’for threeconsecutiveyears!
