To provide unparalleled serviceand expertise that cultivates meaningful partnerships
Vision
WH ERE WE A RE GOI N G
Setting thestandard of excellenceto support our vision of obtaining $600 million in sales by year-end 2027,while remaining theforemost leader of luxury real estate in Louisville.
Values
WE A RE COM M I T T ED TO:
- Being ateam of dedicated,full-timeprofessional advisors
- Delivering unparalleled serviceby leveraging thebreadth,depth and expertiseof our collegues around theworld
- Approaching every interaction with respect,kindness and care
- Thebelief that every person's goal is worth supporting
- Contributing to an environment that fosters creativity and innovation
MarketingMatchProgram
Our Marketing Match Program is here to support you in creating intentional, effective marketing throughout the year, not just spending for the sake of spending To make the program work smoothly for everyone (and to help you get the most value out of it),we?ve set up a few simple guidelines
How to Participate
To participate in the Marketing Match Program, all agents must do the following by March 15, 2026:
- Submit a marketing plan for the year outlining how you intend to use your marketing dollars
- Choose a Marketing Match tier and sign an acknowledgment confirming your selection
- Have both a plan and tier on file by March 15, 2026 ? this is required to participate in the program
Having a clear plan and a confirmed tier helps everyone stay aligned and allows the company to plan and budget effectively More importantly, it helps you spend your marketing dollars accurately and intentionally,so your investment is working as hard as possible for your business
Agents who do not select a tier and submit a marketing plan by the March 15 deadline will not be able to participate in the Marketing Match Program for the 2026 year.
PlanningYour Marketing& MarketingSupport
When building your marketing plan,it?s important to plan around your total tier amount,not just the minimum spend threshold Take time to think through how you want to use your Marketing Match funds; which strategies,campaigns,or tools will best support your goals for the year
If you?re unsure how to structure your plan or how to make the most of your selected tier, we?re here to help Meeting with the Marketing Department is highly encouraged,especially if you don? t already have a plan in place or want guidance refining your ideas These conversations can help ensure your plan is realistic,strategic,and set up for success
To officially opt in to the Marketing Match Program, the following items must be submit t ed t o Lindsay by March 15, 2026:
- Your completed marketing plan for the year
- Your selected Marketing Match tier
- A signed Marketing Match tier acknowledgment
While a meeting is not required, connecting with the Marketing team can provide clarity,alignment,and confidence in your plan before submitting.Submitting all required materials by the deadline helps ensure smooth processing and strong planning for the year ahead.
MarketingMatchProgram
Monthly Receipts& Tracking
To remain eligible to use your Marketing Match funds:
- Receipts and invoices must be submitted by the 15th of each month for the prior month?s expenses
- Alternatively,you may share a tracking spreadsheet with Lindsay and keep it updated monthly
- Submissions received after the deadline may not be eligible for matching
Consistent tracking helps keep the process simple,transparent,and stress-free for everyone involved; however,it is the agent?s responsibility to submit the required information by the monthly deadline
Why ThisMatters
These guidelines are in place to:
- Encourage thoughtful, goal-driven marketing
- Help you plan and use your Marketing Match funds effectively
- Support accountability and consistency
- Ensure the program remains sustainable and fair for all participants
With a little planning up front,the Marketing Match Program can be a powerful tool to support your business growth all year long.
MarketingMatch
Tier1
Tier2
Tier3
Tier4
EligibleMarketingExpenses
INCLUDED NOT INCLUDED
Advertising & Media Placement
- Full color ads in local media (examples: Sophisticated Living,Business First,Voice,Stroll)
- Full color ads in national media
- Full color ads (minimum 1/ 2 page) in church bulletins, school programs,and social & philanthropic organization newspapers
Direct Mail & Print Marketing
- Farming postcards
- KIT (Keep in Touch) postcards
- New Listing postcards
- Additional Sold postcards
- Additional listing-related or brand awareness postcards
- Printed newsletters
- Printed market statistics reports
- Other printed marketing materials
Digital Presence & Online Marketing
- Website subscriptions (Luxury Presence or approved outside providers)
- Boosting social media posts
- Digital advertising campaigns
- Social media management services including content creation,scheduling, and account management
Agent Promotional Branding
- Approved Sponsorships & Donations with prominent logo placement
- Brag book
- Promotional videos
- Personal photography (lifestyle)
Events,Client Engagement & Hospitality
- Social functions promoting neighborhoods and reinforcing LSIR?s brand image
- Client Events
- Open house expenses
- Wine & Cheese events
- Broker open expenses
Client Appreciation & Transactional Gifts
- Christmas/ Holiday Gifts for Past Clients
- Home Anniversary Gifts
- Closing gifts
- Advertising in publications featuring political or social editorials
- B&Wchurch bulletins
- B&Wschool programs where ad is smaller than 1/ 2 a page
- Business cards
- Property brochures
- Lead generation software or websites (CRM's)
- Subscriptions or Consulting Fees
- 3rd party board meetings
- Personal assistants
The following list outlines examples of marketing that may or may not qualify for the Marketing Match program This list includes,but is not limited to,the items in the boxes All marketing expenses are subject to review and approval,and final eligibility is determined at the discretion of the Marketing Department to ensure alignment with brand standards and program guidelines
Please note you may use your marketing match funds on all of the above EXCEPT Open House, Wine & Cheese, Broker Open expenses and Closing Gifts. But these things will count towards getting you to your spend threshold.
SWOTAnalysis
STRENGTHS
What aspects of my brand or service make me unique and memorable to clients?
Which marketing channels or tactics have brought me the most successful leads?
What skills or expertise do I have that give me an edge over competitors?
WEAKNESSES
Where do I struggle to remain consistent in my marketing efforts?
What marketing tasks or tools am I less comfortable using or could improve?
Are there areas where my competitors consistently outperform me in terms of visibility or reach?
OPPORTUNITIES
What current market trends or client needs could I leverage to grow my business?
Are there untapped digital channels or niche markets I could explore to broaden my reach?
Which aspects of my services could I highlight more to appeal to a wider audience?
THREATS
What competitor strategies could potentially draw clients away from my services?
How might economic factors or market shifts impact my current client base?
Are there technological changes or platforms I need to adapt to avoid becoming less relevant?
STRENGTHS
WEAKNESSES
OPPORTUNITIES
SWOT ANALYSIS
THREATS
ThePurposeofPlanning
MARKETING PURPOSE KEY FACTORS
Authenticity
Marketing should reflect the advisor's individuality, just as their business purpose is driven by independence. Authenticity builds trust and creates a strong personal brand that attracts clients who align with the advisor?s unique style and expertise.
Continuous Learning
Just as personal growth is vital to the advisor's business, staying informed about marketing trends and continually honing digital skills keeps the advisor relevant and capable. This commitment to learning also positions them as a knowledgeable, forward-thinking professional.
Client-Centered Approach
A service mindset translates into client-centered marketing, where every interaction? from emails to property tours? aims to add value. This factor emphasizes being attuned to clients? needs and tailoring communications to resonate with them.
Results-Driven
In line with an unlimited income mindset, advisors should focus on marketing strategies that maximize ROI. This factor encourages them to prioritize channels and tactics that yield the highest quality leads, turning marketing into a powerful tool for sustained growth.
SMARTERGoals
Specific means that your goal is defined and can answer the 5 questions:
who, what, when, where, and which
Measurable means you can control and track your goal progress using numbers On which point that you achieve or not
MEASURABLE
SPECIFIC ACHIEVABLE
The achievability of the goal should be stretched to make you feel challenged, but defined well enough that you can achieve it
The goal must be realistic in that the goal can be realistically achieved given the available resources and time.
Timely means that you can track the goal in a set of time frame The progress of your goal can be seen weekly, monthly or yearly
Once you have set your goals, it?s critical to go back to them regularly and evaluate the outcome of your activities thus far in the year
Finally, adjust your goals based on where you are in the month, quarter, or year
