The Elements of a Real Estate Marketing Plan

Professional Real Estate Photography
This is the centerpiece of your home listing and the most basic service you should expect from your listing agent. Your feature listing photo, usually taken from the best exterior vantage point of your home, will be responsible for capturing buyer attention online amongst the hundreds of other listings on the market. This photo should express the essence of your home at a glance and generate enough interest for a viewer to click to learn more. The rest of your photo gallery should feature each aspect of your home with the same standard of quality. Professional real estate photography presents your home at its best and is the first step in building its value in the eyes of buyers.

Real Estate Video
Quality real estate video is one of the least common listing services offered to homeowners in our market, but it’s a great marketing tool that we think is worth offering. Think of a real estate video like a movie trailer. Using just a few scenes with good cinematography and music, the goal is to make an emotional connection with the viewer that generates enough interest to elicit a showing request so they can see the whole “picture.” An additional benefit of video is discoverability for your home on Youtube, which is one of the world’s largest search engines in its own right.

Print Marketing
A newspaper ad may first come to mind when you hear the term “print marketing.” We have something a little different in mind, however. Once your home is listed, we can cover your neighborhood with “just listed” postcards featuring your home. Similar to our goals in digital advertising, we’re looking for someone nearby who may be looking to upsize or downsize in the same area, or who has a friend or family member looking for a home in that area. The second way we advertise your home in print is via a powerful tool we call a listing album. Unlike the typical 8.5” x 11” MLS printouts buyers receive at most showings, we provide an elegant, full-color, multi-page publication that is more like a magazine. The idea, again, is to build value in your home. Something of this quality isn’t quickly thrown away. After a showing it ends up lingering in a buyer’s car, home, or office as an enduring reminder of your home. Feedback on our listings albums has been very positive from both buyers and sellers, proving just how valuable a marketing tool they can be.

Online 3D Tour
Matterport 3D tour technology allows us to show your home virtually before scheduling a showing in person. When buyers take the 3D tour and then decide to ask for a showing, we know they are serious about considering your home because they’ve seen the layout and many details that photos may not capture. 3D tour technology allows buyers to return for a second look after an in-person showing and to measure rooms and wall space to plan for furnishings. This marketing tool also allows us to call out all the unique selling points of your home. With the use of the onboard labeling feature, we can list details about finishes, architectural interest, an technical information.

Digital Marketing
Digital marketing is built into the Multiple Listing Service (MLS), which most agents in our area have access to. Once a listing is entered in the MLS, it automatically syndicates to Realtor.com, Zillow, and around 60 lesser-known real estate sites. This isn’t a unique marketing feature, it is common to everyone on our MLS. Your home will be visible on Realtor.com and Zillow next to every other home on the market, and this is why we want our listings to have a great visual presentation, beginning with professional photography. However, there are buyers who may not be tracking the market daily and won’t engage until they see an ad with their ideal home appear in front of them. There are also people who have friends and family members looking to move to this area and will take interest and spread the word if they see a home like yours appear in an online ad. Digital marketing is all about casting a wider net than the MLS does. Through Google ads, Facebook, Instagram, and Youtube, we can cover a lot more ground than popular real estate sites cover on their own. And these ads feature your home specifically, driving traffic to a web page on our site designed to showcase your home.

Digital advertising covers multiple online platforms with a variety of ad formats to reach a broad audience.

Your Custom Web Page
This is a web page featuring your home exclusively and it works hand-in-hand with our digital advertising campaigns. When a viewer clicks your home’s ad, this is the destination. We feature your home’s photos, listing description, 3D tour, video, maps, and any additional information that will add value to your listing.