An Integrated Marketing Plan


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An integrated marketing plan that uses digital, print, and interpersonal tools to successfully bring buyers and sellers together.

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An Integrated Marketing Plan

  1. 1. Our Marketing Plan For Your Home
  2. 2. What You Should Know About Us Dawn Poe has been bringing buyers and sellers together for more than 20 years as a luxury homes and relocation specialist. Her career began in Scottsdale Arizona where she worked for Coldwell Banker and Russ Lyons Homes, in addition to representing a well known high-end residential developer for several years in the new construction market. She is a certified Relocation and Luxury Homes expert and has represented homes for buyers from all over the country. Dawn has sold more than $100 million worth of homes and has won nearly every real estate agent award ever invented by nationally known realty companies.  Now residing in River Creek, Dawn is successfully focusing her skills on representing buyers and sellers in River Creek exclusively. Linda daCosta was an Executive with America Online for ten years, specializing in Corporate and Employee Communications, before beginning her career in real estate. She brings to her clients a passion for communicating the unique features and benefits of a home and a unique understanding of the role of technology in marketing properties. She has lived and worked in Northern Virginia for more than 11 years and has resided in River Creek for over seven years. As Good As Our Word…
  3. 3. Our Marketing Plan For Your Home A Multi-Level, Multi-Media Approach <ul><li>Digital/Social Media </li></ul><ul><li>Websites and Search Engines </li></ul><ul><li>SEO Optimized Keller Williams Site </li></ul><ul><li>SEO Optimized Luxury Homes Platinum Sales Systems Campaign </li></ul><ul><li>-Exclusive River Creek Community Website </li></ul><ul><li>-Your Home’s own website </li></ul><ul><li>-Instant Lead Capture via Mobile Website </li></ul><ul><li>Postings on top real estate search engines and on Facebook and Twitter </li></ul><ul><li>Email Blast to Realtors of open house events </li></ul><ul><li>Print Media </li></ul><ul><li>Four-color “Open House ”signage flyers for brokers and buyers, including mobile tags for instant cell phone access to MRIS info. </li></ul><ul><li>Four-color Home Brochure for open houses and showings (with links to your home’s website and River Creek Community site) </li></ul><ul><li>Every serious buyer receives a special report about River Creek and how it compares to other communities. </li></ul><ul><li>Interpersonal </li></ul><ul><li>Multiple Open Houses hosted personally by us </li></ul><ul><li>Tours of your home for Top Agents </li></ul><ul><ul><li>Keller Williams </li></ul></ul><ul><ul><li>Long & Foster </li></ul></ul><ul><ul><li>Weichert </li></ul></ul><ul><ul><li>Others </li></ul></ul><ul><li>Networking with Luxury Agents in KW’s National Relocation Group </li></ul><ul><li>Networking with Corporate HR professionals via SHRM </li></ul>
  4. 4. Your Home Will Be Featured on Our Custom Keller Williams Website Visitors can quickly see your Home compared to other properties for sale exclusively in River Creek Your home is a “Featured Property” on our site. And select KW colleagues will display it on their websites also. Viewers can request auto emails of homes in their price and size range. Our Google Ad Words ad leads searchers to this url Direct link to all listed homes
  5. 5. Your Home Will Be Promoted via an Exclusive Hyper-Local Marketing Campaign Available Only Through Us <ul><li>A Dedicated River Creek Community Website, exclusively developed for and owned by us, including…. </li></ul><ul><li>Everything a Buyer Needs to Make a Decision </li></ul><ul><li>All in One Easy to Find Location Promoted via Google Ad Words </li></ul><ul><li>Real Estate for Sale </li></ul><ul><li>Neighborhood Info and Photos </li></ul><ul><li>Schools and City Information </li></ul><ul><li>Recreation and Sports </li></ul><ul><li>Your Home Featured on the Home Page </li></ul><ul><li>Search Engine Optimized </li></ul>
  6. 6. Buyers Can Find Up to the Minute Information On Homes For Sale in River Creek on Our Community Website <ul><li>By clicking on See All Homes For Sale, buyers get access to MRS listing information only on River Creek Homes. </li></ul><ul><li>This information is updated continually via the IDX listing service, so is always current and accurate </li></ul><ul><li>Buyers can email or call us to ask for more information on specific homes that interest them </li></ul>
  7. 7. And Your Home Will Have Its Own Website, Too! Our site is part of a nationwide network of Community sites being developed exclusively for KW And all our listings have individual SEO optimized websites with detailed features and community information
  8. 8. Our Promotional Signage, Brochures and Flyers are All Web-Inclusive Our River Creek signage promotes your home’s website, since this is the way today’s potential buyers prefer to learn about homes for sale Our e-mailed and print promotional brochures provide an instant way for buyers to access MLS listing info on your home and via Microsoft mobile tags
  9. 9. Your Listing Also Appears on These Keller Williams Search Engine Marketing Partners
  10. 10. For the Life of Your Listing Your Home is Promoted on and 18293 Mullfield Villlage Ter
  11. 11. While other Realtors advertise themselves…we advertise YOU ! They tie in to our monthly branding postcard “ As Good As Our Word…” Examples of some of our ads that ran in the Summer 2011 Reflections We believe that residents of River Creek are a prime audience for sellers. Many are looking to move up or down while staying right within our community. Let’s tell them about you!
  12. 12. Keller Williams Website A Keller Williams Exclusive Your Home’s Exclusive Website www.43406 Search Engine Integration Everything Connects for Maximum Exposure and Lead Generation Email Blasts of Flyers for Open Houses Monthly Postcard Campaign
  13. 13. Plus For Our Sellers: We Are Founding a River Creek Luxury Homes Group <ul><li>Encourage multiple Agents from multiple Realties with listings in River Creek to join forces to market all listings. </li></ul><ul><li>Organize cooperative simultaneous Broker Open Houses to attract more agents, saving them travel time and giving them a wider range of homes to preview. </li></ul><ul><li>Educate agents about River Creek’s many amenities. </li></ul><ul><li>Meet monthly to match listings to potential buyers and review market trends. </li></ul>THE IDEA: First event was August 23, 2011: 7 agents from 5 Realtors held simultaneous broker open houses in Clubhouse Square. We organized this. Virtual Open House Invitations and Carriers - Meant to replace the standard Just Listed and Just Sold postcards, our Virtual Open House Invitations are another physical product designed to grab the attention of affluent prospects. Our goal is to reinvent effective marketing tools and strategies in a manner that is distinct, unique, and affordable. The standard Just Listed or Just Sold postcard has become too mundane. When sorting mail, prospects immediately recognize the size, shape, and characteristics of the standard postcard and most will toss it without regard to the content. Although once an effective way for agents to farm an area, to alert the community of their neighborhood experience and expertise, and to brand themselves, the ubiquitous postcard is becoming less and less valuable and less effective. Whether mailed as a standalone card or within the Platinum Carrier, the Platinum Virtual Open House Invitation is sure to grab the attention of even the most discerning prospect. The invitations are intentionally made a different size and shape than most postcards. They are printed in full color with a &quot;You're invited to attend...&quot; message beckoning the reader to visit the Platinum Homesite. They can also be used to replace flyers in brochure boxes.
  14. 14. And For Our Buyers: We Provide a Special Report on Living in River Creek <ul><li>Help buyers understand how River Creek stands apart from other communities in Loudoun and Fairfax </li></ul><ul><li>Highlight River Creek amenities that other realtors don’t know about or sell. </li></ul><ul><li>Provide historical sales data and comparables that educate buyers to understand property values in their price range. </li></ul>THE IDEA: No other realtors offer this perspective on River Creek’s historical significance and unique current market values.
  15. 15. So, Why Choose Us? <ul><li>As residents of River Creek our knowledge of real estate transactions in the community is deeper than almost anyone’s. Virtually every home sold here recently we’ve been in, know what they sold for and what their best features are. </li></ul><ul><ul><li>We don’t just market your home, we also market the River Creek’s lifestyle and amenities by providing each qualified buyer with our special Buyer Summary Reports. </li></ul></ul><ul><li>We’ll put our integrated online marketing system to work for you. No one else has such a comprehensive marketing system. Our system ensures that your home will be marketed every day until it is sold! </li></ul><ul><li>You will have our undivided attention to your home’s marketing. </li></ul><ul><ul><li>We will stage and promote your home to highlight its best features. </li></ul></ul><ul><ul><li>We will personally hold and sit open houses as often as you’ll let us </li></ul></ul><ul><ul><li>We will actively solicit and collaborate with other agent colleagues </li></ul></ul><ul><ul><li>We will cross reference your listing to find other agents with buyers for a home like yours </li></ul></ul><ul><ul><li>We will talk up your home to our many connections inside and outside River Creek </li></ul></ul><ul><ul><li>We will be available on short notice to show your home to agents and buyers </li></ul></ul><ul><ul><li>We will keep an eye on your home every day </li></ul></ul><ul><li>You’ll be keep informed every step of the way. We will communicate activities with you via email or phone consistently and regularly. </li></ul>
  16. 16. What Have We Done Lately? <ul><li>Four River Creek listings since March, 2011 </li></ul><ul><li>Three homes sold or under contract </li></ul><ul><li>Brought the buyers for two of our listings </li></ul><ul><li>All homes sold within 3% of asking price </li></ul><ul><li>All homes appraised at ratified contract price </li></ul>Listed April 28 Under Contract July 31 Will Close Sept 2011 Listed April 1 Under Contract August 6 Will Close Oct 2011 Listed May 23 Under Contract May 26 Closed June 27
  17. 17. But Why Keller Williams Realty? That's Why &quot;Us&quot;
  18. 18. KW is Both Nationwide and Technically Savvy <ul><li>The 2 rd largest Real Estate Company in the U.S. </li></ul><ul><li>More agents and more contacts to bring buyers to your door </li></ul><ul><li>More up-to-date technology to enable its agents and speed your transaction </li></ul>Now 2 nd in the Nation!
  19. 19. Can We Get Started?