We start by agreeing what your goals and needs are.  This step may seem obvious, but you might be surprised at how often we find that sellers are never asked what needs to happen for their sale to be successful.  Not setting clear-cut goals upfront can lead to sub-optimal outcomes since the seller thinks one thing and the agent is thinking something else.  We will establish a clear plan upfront that will include the following at a minimum:

Your Goals

• When does your house have to be sold?
• What price and terms are needed?  (Will the market support your needs?)
• What other goals are important: relocation needs, etc.

Our Goals

• Sell your home for as much money as possible—within your desired selling timeline.
• Ensure that all your home selling goals are met.

Some Agents will just photograph the house, place it in the MLS, put a sign in the yard, and call it a day.  We take the time to do some research that results in big returns for the seller.  We begin the Marketing Plan by investigating the unique selling features of your home. This can include elements like the updates to the home, features of the lot, location, amenities, history of the neighborhood or house, lifestyle attributes, and more.

Then we provide an in-depth analysis and expert advice on pricing strategy for optimal results.  Plus, a checklist of recommended changes to your home to ensure optimal pricing.

All this pre-work allows us to provide a custom Marketing Plan for your home.

Marketing Plan Campaign Goals

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
• Achieving the terms you want

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, 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

Positioning is the main theme in the marketing of 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 home 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-$1M updated Colonial home with a huge yard 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 will 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 me 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 click buttons or links to get more information about your home. This indicates a buyer with potential interest. Variations of this call-to-action include “See More Photos,” “Watch More,” and “Get Address & Details.”

Metrics

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

• # of views of listing ads
• # of landing page views
• # of inquiries about listing
• # of showings

To Get You Ready

• 2 Hours of Professional Staging Consultation - Even the most meticulous homes need to be decluttered, organized, and sometimes updated.  A professional stager will guide you through this process so that your home is ready to show.
• Bagster  - To help you clear out
• Evaluating Your Home For The Market - During the pre-listing meeting, we will discuss what might be done to the house to improve its market value.  We understand that not everyone will be able to make extensive repairs while trying to prepare for the move.  Therefore, just let us know what improvements you plan to make during our first meeting, so we can help you price your home accordingly.
• Obtain as Much Detail as Possible - It drives me crazy when agents don’t fill out a listing’s data completely, skipping important details like room details & measurements, lot size, and inclusions & exclusions.  We don’t.  Before we post your listing to the MLS we get all the details from you and have you sign off on all the details to make sure it is all accurate

Before We Go to Market

• Pre-Marketing Campaign – This is about a week to a few days before we go live.  Social Media and Local Realtor outreach to build excitement
• Outreach to Coldwell Banker Network – Exclusive Look, Sneak Peak, and Needs & Wants