8 Week Listing Marketing Plan
In a typical real estate setting this is how I market your home. Each market is different and has it’s own approach. When we are in a Sellers Market for example I take this same approach but condense it down to a two week period.
WEEK 0 (CAMPAIGN SETUP & PRE-LAUNCH MARKETING)
You only have one chance to make a first impression with the consumer. Many agents and brokerages stumble on this step and cost their sellers real money when buyers don’t value the home enough to make solid offers. So how can you avoid this misstep? Much of the property marketing campaign rests on the consumer’s ability to find your property online… and to find it with the right information. These pre-launch activities, therefore, are designed to seed the marketplace, optimize for SEO, and position the property for the best possible impression right out of the gate. Soups, Sauces, & Side
WEEK 1 (CAMPAIGN LAUNCH)
Launch activities build on the Pre-launch phase by “announcing” the property’s availability through a combination of online and offline channels. By using online marketing to connect with consumers and offline marketing to connect with real estate agents, your property gets the necessary exposure to prospective buyers.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
WEEK 2 (CAMPAIGN ANALYSIS & IMPROVEMENTS)
Throughout the campaign cycle, we’ll be checking the data and evaluating whether the message and images are getting the impressions and Click Through Rates (CTR) within the desirable ranges. We will constantly test and make adjustments as necessary.
Optimization & Performance
WEEK 3 (CAMPAIGN OPTIMIZATION)
During this phase of the campaign, we’ll let the efforts from the previous weeks do their work to get traffic and views. If we decide to host an Open House, preparation and marketing for it will also take place. Price & value evaluation.
WEEK 4 (CAMPAIGN PERFORMANCE)
There is a constant ebb and flow of marketing activities that start and end simultaneously. This is intentionally designed so a steady stream of online and offline interest is being generated, while ongoing promotion will make sure your property is getting in front of both consumers and to the agents representing those consumers.
Evaluation & Analysis
WEEK 5 (CAMPAIGN EVALUATION & RE-LAUNCH)
If there is insufficient interest in the property (lack of traffic & showings, negative feedback on value from people who toured the property), then a price reduction is most likely in order. Research and feedback from the market will give guidance on the price to market the home to sell it within the desired timeframe. Once a new price has been determined, the marketing campaign will be updated and a re-launch will take place.
WEEK 6 (CAMPAIGN ANALYSIS & IMPROVEMENTS)
Consistent monitoring of data to determine if the message and images are getting the impressions and Click Through Rates (CTR) is important to present the property in the best possible light in the market. Ongoing campaign improvements and seller support are key to getting the home sold.
Communication & Feedback
WEEK 7 (CAMPAIGN OPTIMIZATION)
As conducted in week 3 of the campaign, we’ll let the efforts from the previous weeks do their work to get traffic and views. If a decision to host an Open House has been made, preparation and marketing for it will also take place.
WEEK 8 (AGENT NETWORK RE-ENGAGEMENT)
From the very start, we will communicate with to our network of real estate professionals, both local and national, so they will communicate with their buyers. During this week we will reach out again to our agent network using a direct marketing message to get their attention and get market feedback on the property.
