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Print, Internet, and Social Media Marketing Plan

Concord 978.369.6453

Lincoln 781.259.4040

Carlisle 978.371.3110

Laurie Cadigan, President

Jane Barrett, Founder

Barrett Sotheby’s International Realty is independently owned and operated and has been in business since 1977. We are proud of our innovative marketing, our use of leading edge technology and our team spirit. However, our strongest asset is our reputation for honesty, exceptional service and dedication to our customers. For over 35 years, we have continued to grow and improve our services. Opening our Carlisle office in 1988 and our Lincoln office in 2001, we now have over forty brokers who have an average of more than 10 years experience in all phases of home buying and selling. Barrett agents have more years in the real estate business than any of our local competitors. Our dedication, commitment and continued broker education contributes to the fact that over 80% of our customers return. Our clients’ testimonials are our most treasured assets.

• • • •

35+ Years in Business Over 40 Agents Average Agent Experience 10+ years 82% of Our Customers Return

Our Agents

Barrett agents average more years in the real estate business than any of our local competitors. Our agents’ success is measured by the exceptional number of their repeat customers. The Barrett President’s Customer Surveys (sent to all clients) are returned with the highest ranking in all categories. Agents join our company by invitation only.

Our Area of Expertise

Corporate Clients Use Barrett Sotheby’s International Realty as their Relocation Resource.

Barrett Sotheby’s International Realty is fortunate to have Karen Wallace as our dedicated, full-time relocation director. Karen uses her connections and training to insure maximum exposure of our listings to regional and international markets. In addition, she matches our sellers with compatible agents wherever they may be relocating.

KAREN WALLACE, Director of Relocation Second Generation Relocation Director Among Largest Independent Companies in Greater Boston Peak Producer Awards: 2001-2008 Crown of Excellence Award, Sale and Referral Production 2008 Extensive Market Knowledge and Market Share

Print Marketing

We at Barrett Sotheby’s International Realty are proud of our innovative and aggressive marketing plans. Advertising in local, regional papers and magazines, coupled with direct mailing and targeted e-mail listings insure the maximum exposure for our properties.

Our print advertising may include: • Community Newspaper Network (Concord Journal, Lincoln Journal, Acton Beacon, Carlisle Mosquito) • The Boston Globe • Prestige Properties/The Real Estate Book • Newspaper Insert • Lincoln Journal (sent to all Lincoln Residents) • Antique Homes • Distinctive Homes • RESIDE Additional Marketing Tools: • Just Listed and Just Sold Postcards • Open House Invitations • E-mail Announcements • Daily MLS Property Notice • Spread the Word (email sent to sellers contacts)

Print Marketing

Weekly Circulation: over 5,000 Home of the Week: over 56,000

Weekly Circulation: appx. 2,000

Weekly Circulation: over 1,400 Home of the Week: over 56,000

Weekly Circulation: appx. 3,239

Sunday Circulation: 525,595

Friday and Saturday: 120,000

Local Market

Newspaper Ads


Local Market

All Households in Concord, Carlisle, Lincoln, Sudbury, and Wayland Two Publications per year Circulation: 21,000

All Lincoln Households Six Times per Year

Regional Market

North America’s #1 Real Estate Publication Circulation: appx. 20,000 Circulation: appx. 135,000 Direct Mail

Circulation:100,000 Direct Mail

Circulation: 30,000

Your Property Presentation


Print Marketing

Direct Mail Postcards

E-Mail Announcements

Designed to Sell - Staging

Our complimentary Designed To Sell program; a pre-marketing step in our overall marketing plan. After a review of your property inside and out, our Designed to Sell team will prepare a summary of recommendations based upon what today’s buyer is looking for in a home. Our team will provide an objective assessment of items that would be best addressed before your home enters the market by compiling a list of “must do” and “maybe do” items that will increase your market value. We can provide you with a list of preferred vendors.



Virtually staging properties is a unique marketing solution transforming unfurnished “for sale” properties into “virtually decorated” homes to enhance your home’s presence on the internet. This is a service provided by our in-house Marketing team. Before


Amazingly cost-effective for improving visual attraction, this service involves cleaning, de-cluttering, adding, removing, and rearranging furnishing to create an overall appealing environment.




Vacant Property

Creating a masterpiece from a blank canvas, this service includes complete furnishing and accessorizing. Perfectly suited for model homes and new construction.

Spread the Word An email with an embedded graphic for sellers to forward to their family, friends and colleagues.

Our Internet Reach Our internet strategy and strength Every real estate company today has to have an internet presence, but our independence and nimbleness affords

us the ability to maximize our online exposure – we

continue to secure premium and featured home spots on the most visited real estate sites. Our strategy also includes a strong presence in online local news sources (like the Wall St. Journal and Community Newspapers).

Our pervasive online presence captures buyers locally, regionally, nationally and globally. As with our history of outstanding exposure in print, our internet presence is encompassing and unparalleled.

Local Presence Online community news serving several towns in Massachusetts. Our company placement appears on many article pages and directs viewers to the Barrett website. In addition, we showcase all of our listings on Barrett controls the exclusive “Showcase Home of the Week” northwest spot. Here our featured listing is scrolled before viewers on the WL real estate page, another way we get excellent exposure (similar to our control of the print Home of the Week!). A selection of our price appropriate homes appear on We employ a program that showcases our homes in a user friendly, well designed format with extensive details and photos, encouraging visits to our website.

Regional and National Presence - We showcase all of our listings on this highly active website. Properties are rotated into premier spots where they demand more attention. In addition, we have several company brand ads to entice buyers to our Barrett Sotheby’s Realty website. - All of our listings appear on with the highest level of exposure including multiple photos, full detailed descriptions, and open house information. We have also secured the majority of premier spots to drive viewers to Number of Visits Per Week (Single Property)

Our Internet Reach - Online New York Times real estate pages, well trafficked by international visitors. - We highlight all of our properties on this site which receives traffic from the popular property magazines, Prestige Properties and Real Estate Book, both with a circulation size of approximately 20,000. - The online Wall Street Journal real estate pages. Our properties appear on this highly trafficked international site. - All Barrett properties are featured on and we have secured highly visible premium spots to provide the best exposure for our listings. - We highlight all of our listings on this popular real estate website. In addition, our company brand ad directs visitors to the Barrett website.

International and Luxury Presence Sotheby’s International Realty® Our international brand advertising campaign elegantly positions the Sotheby’s International Realty® name in front of audiences know for buying high-quality real estate. Found in publications suchas Architectural Digest, Departures, Robb Report and Wine Spectator. Our advertising is designed to maximize the visibility of your property by keeping the Sotheby’s International Realty® name and website, top of mind with prospective buyers. is one of the world’s most visited on-line destinations for high-quality real estate. Our exclusive association with the Sotheby’s auction house includes a direct link from the Sotheby’s home page to the Sotheby’s International Realty website.

Our Internet Reach SOCIAL MEDIA Social media may have started as a buzzword but today a business without a comprehensive social media marketing plan is ineffective. At Barrett & Company a full-time, in-house business development team provides a level of interactive technology to the consumer that is second to none and takes the power of word of mouth advertising to the next generation and beyond. Facebook - 500 million active users spend over 700 billion minutes per month on Facebook and we are right there with them. Our company fan page facebook. com/northwestbostonhomes is highly ranked in search engines and provides an active community of users the chance to view your property and spread the word instantly.

Twitter - More than 100 million tweets fly through twitter every single day. Potential buyers follow us @homesforsalema for open house and listing information as well as market updates, community news and events and tips for buyers and sellers. YouTube - Buyers tell us that video is the next best thing to being there and we can use it to showcase properties. Our high definition video tours are widely indexed in search engines and broadcast throughout the internet and all of our social networks via YouTube. Blogging - At the center of all social marketing strategies lies a blog and potential home buyers find ours at Averaging over 20,000 pageviews a month, a featured listing on the Barrett Blog instantly lands at the top spot on search engines and sets us apart from the crowd. In addition, we use RSS technology to syndicate Barrett properties instantly to hundreds of users and platforms.

Award Winning Marketing

Our full-time Marketing Department promotes your property with extraordinary materials in print and with extensive on-line presence. Barrett Sotheby’s International Realty repeatedly wins top marketing awards.

We Support Our Community We enthusiastically support many local groups and charities. And each year Barrett agents refurbish and furnish a dollhouse, sell raffle tickets and donate the proceeds to a worthy charity.

Annual Doll House Raffle for Charity

OperationAmerican Soldier Barn Coop Nursery CC Pools Codman Farm Concord-Carlisle Girls Soccer Concord-Carlisle Boys and Girls Ice Hockey CC Friends of Football Concord Chorus Concord Lions Club Concord Museum Concord Rotary Concord Youth Theatre Friends of Lincoln Library Juvenile Diabetes Healing Garden, Boston and Harvard Lincoln Garden Club Lincoln-Sudbury High School Massachusetts Coalition for the Homeless MSPCC Meals on Wheels NEADS Orchard House Savoyard Light Opera Company Sounds of Concord Walk America Wounded Warrior Project

Print, Internet, and Social Media Marketing Plan  

Barrett Sotheby's International Realty Marketing Plan

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