2. Michael SmithPersonal Real Estate Corporation
Key Audiences
34-45 years old
• 200-300k income
• wealthy
• businessman
• entrepreneur
• into investing (likes to buy and sell
houses)
• single and likes to travel, always out of
town
• lives an active lifestyle, into sports
and fitness
30-38 years old
• 100k - 140k household annual
income
• newly married couple
• looking into buying a home for their
new life and future family
• planning to raise 1-2 children
• health conscious, frugal, want to
choose the best neighbourhood that
will suit their needs
34-48 years old
• 120-200k household annual income
• family with mom, dad, children and
pets
• looking to upgrade home by selling
old one and finding bigger space for
growing family
• traditional with working parents and
kids attending school
Part 1: Content Marketing Strategy
3. Michael SmithPersonal Real Estate Corporation
5 Key Topics
Topic Rationale
1. Top10 Reasons to settle in Vancouver
To capture foreign audiences and give them incentives to buy a house in
Vancouver thereby increasing demand
2. What to watch out for when visiting open
houses
To give insightful tips on how to be a critical house buyer so that they will
be more confident to pursue a purchase
3. How to buy a new home
To provide a step-by-step guideline in purchasing a new home to reduce
friction in the process
4. Is it better to buy or to rent?
To present the pros and cons of buying and renting a house and to
ultimately encourage the audience to make a purchasing decision
5. Things to watch out for when selling your
home
To give insightful and beneficial tips on how to be a critical house seller,
thus removing barriers to selling homes and increase supply
Content Types and Formats Recos:
• Blog posts, pdf files (brochures and handbooks)
• Videos, vlogs, demo reel
• Images, gifs, infographics
4. Michael SmithPersonal Real Estate Corporation
Sample Content Pieces
Working Title
Type/
Format
Brief Description
What audience
is this for?
For what
stage of the
customer
journey?
Content
Piece 1
Top 10 Reasons to
Settle in Vancouver
Blog post
A list of benefits of living in Vancouver to
encourage people to move into the city.
This will highlight note-worthy aspects about
the city such as the following: economy,
jobs, education, recreation, people, climate,
scenery, etc.
Newly weds Research
Content
Piece 2
What to Watch Out
for When Visiting
Open Houses
Video
An informative video enumerating several
things to do and to be critical about in
attending an open house viewing thus
encouraging a more confident purchase.
Family Consider
Discover Research Consider Purchase Return
5. Michael SmithPersonal Real Estate Corporation
Mock-up: Social Media Organic Posts
10 Reasons to Settle in Vancouver (Blog Post)
Ads linking to the blog post will be posted on Facebook, Twitter and Instagram.
6. Michael SmithPersonal Real Estate Corporation
Mock-up: Social Media Organic Posts
Michael Smith
Personal Real Estate Corporation
Michael Smith Personal Real Estate Company @MichaelScottRelator - 19m
Top 10 Reasons to Settle In Vancouver bit.ly/W1hLe
Michael Smith Personal Real Estate Company @MichaelScottRelator - 19m
Top 10 Reasons to Settle In Vancouver bit.ly/W1hLe
Michael Smith
Personal Real Estate Company
@MichaelScottRelator
www.michaelscottrealtor.com
Michael Smith Personal Real Estate Company
www.michaelscottrealtor.com
michaelsmithrealtor
michaelsmithrealtor
Top 10 Reasons to Settle In Vancouver bit.ly/W1hLe
10 Reasons to Settle in Vancouver (Blog Post)
7. All the ads will lead to the blog post on the website
www.michaelsmithrealtor.com
8. Build email and newsletter subscribers
Part 2: Social Media Advertising
Michael SmithPersonal Real Estate Corporation
• The Facebook campaign objective is
Lead Generation
• The Twitter campaign objective is
Website Conversions
• Strategy: Use eBook download as bait to drive
subscription
• Michael can measure the success of the campaign
by including UTM tracking code for the links in the
campaign and use google analytics to get the CTR
(click through rate)
MICHAELSMITHREATOR.COM
9. Target Audience
This shows who exactly are being targeted based on the following audience details: location,
age, people who match certain specifications (interests, education, generation and home
composition), placement.
This ad can potentially reach 800,000 people with 870-2,300 estimated daily reach.
10. Michael SmithPersonal Real Estate Corporation
Target Audience
This hyper-targeting can be detailed even more in Facebook business manager
11. Michael SmithPersonal Real Estate Corporation
Target Audience
michaelsmithrealtor.com
The same target audience will be done for Twitter
12. Michael SmithPersonal Real Estate Corporation
Michael Smith Personal Real Estate Company @MichaelScottRelator - 19m
13. Promote a new house listing
Part 2: Social Media Advertising
Michael SmithPersonal Real Estate Corporation
• The Facebook and Instagram campaign objective is Traffic
- we are driving traffic to the product listing page where
people can view the house and there will be further CTAs
on the page to bring users down the funnel.
• Michael can measure the success of the campaign by
including UTM tracking code in the links in the campaign
and use google analytics (click through rate).
15. Michael SmithPersonal Real Estate Corporation
Facebook and Instagram Ads
michaelsmithrealtor
michaelsmithrealtor For Sale - Beautiful North Vancouver 3 Story Home
Instagram ad is the same as the Facebook ad done both on Facebook
business manager
