Marketing Proposal-FINAL

MARKETING

On Being Digital-Forward

If you look at Coldwell Banker – The Property Exchange’s current marketing, you’d see some definitive trends: heavy on automated marketing and listing companies (Adwerx, CGI, LoopNet, Crexi) and time-intensive custom print design (Open House Flyers, Property Brochures, 6x11” and 5.5x9” Property Postcards). It is, without a doubt, a centralized focus on individual properties and listing agents.

Strategy has been left in the hands of autobots outside of CBTPE, with limited meaningful analytics reported. Certain properties come and go so quickly (sometimes within days or hours after going live on the MLS), marketing time and dollars are being wasted advertising listings that don’t need the additional ad help. A larger focus should be considered on advertising the overall brokerage itself.

Ads for CBTPE are currently limited to the Preview Magazine, Google Ads managed by CGI, as well as a small logo that appears on an ad for Gateway (indirect advertising, as these ads are not for us but for their building company).

More than $10,000 is spent from the aforementioned advertising dollars each month, and you probably already guessed that we’re looking to disrupt the cycle of current marketing and shift toward a more mindful, digitalforward approach that highlights CBTPE. This will not only increase engagement with our brand through various digital channels, but will also help to keep us top of mind in a market where the leading competitor doubles our current agent count.

Let’s be more strategic in what we advertise. Let’s advertise us, and the benefits Coldwell Banker® brand has as one of the most recognizable real estate brands in the world. Let’s advertise homes that have been listed for a longer timeframe that aren’t seeing any movement. Let’s advertise where people are—on digital devices, on social media, and watching streaming content.

Let’s position the brokerage as the leader in digital advertising and promotions in Cheyenne. Which will definitely set us apart from our competitors.

CURRENT CBTPE MARKETING PROCESS

IN OTHER WORDS: “What Reese & Miranda Do Everyday”

Each day, the front desk staff gathers listing information from agents and updates the google sheet, New Listings & Transactions (includes New Listings, Under Contracts, Re-Lists, and Price Changes for both residential and commercial properties).

Marketing looks at this doc throughout the day and makes the following custom materials in InDesign (Adobe Creative Suite design program):

RESIDENTIAL NEW LISTINGS:

Listing Brochures

Open House Flyers

5.5x9” Just Listed Postcards

Facebook/IG Just Listed Graphics

COMMERCIAL NEW LISTINGS:

Listing Brochures

6x11” Just Listed Postcards

Facebook/IG Just Listed Graphics

RESIDENTIAL PRICE CHANGES:

Updated Listing Brochures

Facebook/IG Price Change Graphics

RE-LIST PROPERTIES:

Updated Listing Brochures

Updated Open House Flyers

Due to the hands-on nature of these materials, all New Listing materials are sent to the agents for approval. As of now, there are about two-thirds of agents who respond with approval or edits. If no response is heard, a follow-up email is sometimes sent days later. NOTE: Certain price changes or re-lists are sent to the agents for review if there are extensive changes to the materials at that time.

Current response rate for edits is roughly 66%.

CURRENT AD DOLLARS

TAKEN FROM AVERAGE INVOICES SPENT

JAN 1 - JUNE 30, 2023

RESIDENTIAL LISTINGS: $4,635.95

Social Media Post ($0)

Boost Ad (varies, ~$100)

Adwerx ($35/listing, ~$2,200/mo.) (See Page 11)

Postcards, Mailing ($1,985.95/mo.)

Open House Giveaway ($100/mo.)

Open Houses in Trader’s & WTE ($0)

Land.com ($250/mo.)

COMMERCIAL LISTINGS: $3,276

LoopNet (25 Silver Listings @ $1,271/mo.)

Crexi (4 agents @ $225 ea. + fee, $975/mo.)

Postcards (~$150/mo.)

CoStar (2 agents @ $440/ea., $880/mo.)

GENERAL ADS FOR CBTPE: $2,231

(See Page 15)

Preview Magazine ($1,029/mo.)

CGI ($752) + Google Ads ($450)

TOTAL: $10,142.95

NOTE: Reese and Miranda did a lot of math to come up with the numbers and average expenses you’ll see throughout this book. Please know these are not exact costs for each month, but simply extremely well-determined snapshots of what has been invoiced to CBTPE in the past 6 months.

PTCMT: Prior to Current Marketing Team.

SOCIAL MEDIA POST:

PTCMT. Just Listed, Price Changes, Activities, and more are posted to both are no ads currently placed through data1, the avg organic reach on FB FB page, only about 29 of them will

BOOST AD:

NEW. Boost, formerly Homespotter, service specifically designed for real the CB Desk toolkit. It connects directly information, and will automatically build copy and tagged with geographic and So far marketing only places ads for NOTE: This is not automated like Adwerx.

ADWERX:

PTCMT. Adwerx is the hands-off approach change hits our website (price changes, is auto-generated with a pre-approved Paul Wells brought on when he was CBTPE Adwerx account had not been

POSTCARDS:

PTCMT. Postcards are mailed out each pulls and formats addresses, and packages NEW. These were previously printed day to produce and mail. PBR was get a break in mailing costs. (See Page

OPEN HOUSE GIVEAWAY & PAPER LAND.COM

NEW. $100 each month for agents PTCMT. The WTE & Trader’s print our

PTCMT. Owned and operated by CoStar, commercial land listings. There is no as Land in the MLS auto-pull onto the onto the account. CBTPE had a yearly reviewing the account the past few 16 spots. This seemed like an add-on signed on with CoStar and LoopNet account and as of July 1, 2023, CBTPE

1 https://blog.hootsuite.com/organic-reach-declining/

Changes, Agent of Month & Week, Social both Facebook and Instagram. There through social media. Based on Hootsuite is only 5%. Of the 570 followers of the will see the posts organically.

PTCMT. We have 25 silver listings with LoopNet (all are currently used). Silver listings allow the property to be shown publicly on the LoopNet website to anyone browsing for commercial properties. Basic listings (everything else we have listed online) are only visible to brokers and agents with a LoopNet account. We will need to remove Silver listings from someone in order to make their properties appear public-facing. Agents using Silver are: Bowers (6), Graham (7), Jeffery (1), Keller (3), Leckemby (7), Pietsch (1). (Number is how many silver listings the agent currently has in LoopNet) We have requests for Surdam and Carlson to be added to our account.

Homespotter, is an automated digital advertising real estate agents, and is offered in directly to our MLS to gather listing build an ad with a high-res image, smart and other data to target potential buyers. for specific agents to test the platform. Adwerx. Info is pulled from the MLS. approach to digital ads. Whenever a changes, re-lists, just listed), a 2-week ad pre-approved template. This is a company that was a broker. When Reese started, the been updated in a few years. each Friday. Marketing designs them, packages files for PBR to print & mail. printed and cut in-house, which took a full brought in to improve productivity & Page 14) to have open house attendees win. our open houses for free each week. CoStar, this is a site for residential and no way to have listings designated the site. It’s 100% manual to enter yearly contract for $250/mo. but, after years, have never posted the full add-on that was approved when CBTPE LoopNet years ago. Reese canceled this CBTPE is paying $0.

PTCMT. Marketing does not have access to place Crexi listings (agent license required), but Reese has access to the CBTPE account and payments. CBTPE pays for the following agents to have access for their commercial listings: Keller, Graham, Bowers, Jeffery. We have requests for Carlson and Surdam to be added to our account.

PTCMT. CBTPE currently pays for a subscription service for both Trautwein and Graham. Reese checked with the agents last year to see if this was being used, and it wasn’t. Due to some unfortunate wording, CoStar refused to cancel our account in 2022. Reese has just placed another intent to cancel notification with the company, using the wording they requested. This account will be closed as of 1/31/2024.

PREVIEW

PTCMT. We currently have (3) full pages. With ReMax recently removing their ads from the magazine and setting a precedent for this not being a solid advertising platform for real estate, I’d like to recommend we also remove ours. If agents are still interested in placing ads here, then marketing recommends we place a single-page ad that will run first in our section and include agents of the week, month and new agents to CBTPE. This would bring the cost down to $343/mo. on average. NOTE: This price does not include the individual ads the agents place.

PTCMT. CBTPE has worked with CGI to maintain the Google My Business. They also place brand awareness Google Ads on CBTPE’s behalf. Unfortunately, this is something that, with a digital-forward approach, CBTPE can take in-house and manage. A letter of intent to cancel the contract has been sent 7/7/2023, for a cancellation of services on 9/7/2023.

PAPER

CREXI COSTAR

CGI

“Creativity needs time and space to grow... that means people need to have the time to learn things that are not obviously relevant to their jobs, so that they will have a broad and deep knowledge base to draw from when they need to be creative.”

-ART MARKMAN

To Get More Creative, Become Less Productive1 Harvard Business Review

PROPOSED CBTPE MARKETING PROCESS

IN OTHER WORDS: “What Reese & Miranda Would Do Everyday”

Each day, the front desk staff gathers listing information from agents and updates the google sheet, New Listings & Transactions (includes New Listings, Under Contracts, Re-Lists, and Price Changes for both residential and commercial properties).

Marketing looks at this doc throughout the day and makes the following custom materials in InDesign (Adobe Creative Suite design program):

RESIDENTIAL NEW LISTINGS:

Updated Brochures (See page 10)

• Double-Sided 8.5x11”

Professionally Printed

• 11x17” Professionally Printed ($750,000 – $999,999)

• Multi-page Professionally Printed (>$1M)

RESIDENTIAL PRICE CHANGES:

• Facebook/IG Price Change Graphics from MoxiImpress

RE-LIST PROPERTIES:

• Social Graphics from MoxiImpress

COMMERCIAL NEW LISTINGS:

• Double-Sided 8.5x11” Digital Brochures Upon Request

• Custom Social Graphics

CBTPE DIGITAL:

• LeadsEngine Review

• Weekly & Monthly Analytics

• Daily Boost Leads

• Social Nurturing

• GMB, Yelp, Etc. Management

• Reviewing Digital Trends

• Updates to Professionally Printed Brochures 1 To Get More creative, Become Less Productive, Art Markman, November 30, 2015, Harvard Business Review: https://hbr. org/2015/11/to-get-more-creative-become-less-productive

proposed AD DOLLARS

A CONVERSATION BETWEEN STELLA RISING, CB CORPORATE & CBTPE MARKETING

RESIDENTIAL LISTINGS: $1,793

Social Media Post ($0)

Boost Ad (varies, ~$500)

Open House Giveaway ($100/mo.)

Open Houses in Trader’s & WTE ($0)

Gateway Google Ads ($850/mo.)

Preview Magazine ($343/mo.)*

COMMERCIAL LISTINGS: $3,644

LoopNet ($2,219/mo.)

Crexi (6 agents @ $225 ea. $1,425/mo.)

DIGITAL AWARENESS (BRAND): $1,875

Paid Social Awareness (Reach): $1,125/mo.

YouTube: $750/mo.

LEAD GEN (BRAND): $965

Paid Social Lead Gen: $375/mo.

Paid Search Lead Gen: $590/mo.

SPONSORSHIPS: VARIES

Local Sponsorships & Community Events

TOTAL: $8,277

NOTE: Currently, most of marketing’s hours are spent making brochures that are auto-created by MoxiWorks. It would be most helpful if agents took over downloading their marketing materials since they are already emailed to them once a listing is live. Marketing will not have the bandwidth to continue with this proposal as well as maintain current production. *See page 13.

SOCIAL MEDIA POST:

Instead of focusing on individual listings, on-the-spot posts designed for engagement videos, giveaways, agent interactives, gain additional organic followers.

BOOST AD:

Marketing will use Boost specifically on the market for a longer length of agreement from the Board, these properties basis. These will each be custom-created will take the place of Adwerx. (See

OPEN HOUSE GIVEAWAY & PAPER

Continue with the giveaway & paper

LOOPNET.COM

Listings are currently managed on a agents have asked whether we’re able can be assigned more listings. If we listings to 40, we would then be invoiced mo.). Agents with access would include: (1), Keller (3), Leckemby (7), Pietsch is how many silver listings the agent

CREXI

This updated cost would include the Bowers, Jeffery, Surdam, Carlson. If platform for commercial listings, I’d was conversation at one point about instead of CBTPE covering it.

PAID SOCIAL AWARENESS ADS

For Brand Awareness & Social Engagement. toward Facebook and Instagram (Meta) about CBTPE overall. We hope to increase our page, which will also increase the channels (you’ll remember that we grow and reach more people, social avenues to achieve that). Trackable

listings, marketing will also include more engagement and fun. Things like reels, interactives, and various social media trends to

YouTube has one of the largest audience reach opportunities available to businesses in terms of digital marketing. YouTube has a higher household reach and share of watch time than the next 3 ad-supported streaming services combined. Trackable results. TrueView In-Stream Ads allow brands to only pay when someone completes a video or watches :30s, whichever comes first OR clicks through to the site. Click traffic can then be remarketed with social lead gen.

specifically to highlight listings that have been of time (TBD) and/or re-lists. With properties will be on a case-by-case custom-created by marketing each month. This page 11)

For Hot Lead Generation. This type of ad will target individuals who have shown interest in buying or selling homes specifically in our area. This campaign would be great to run alongside the social awareness, as we’ll likely have warm leads come from that. This differs from social awareness in that we’re targeting a subset of people in a different way on social. Trackable results.

paper as is.

a case-by-case basis. Commercial able to increase this so each individual we were to increase our current silver invoiced $2,219/mo (an increase of $948/ include: Bowers (6), Graham (7), Jeffery Pietsch (1), Surdam (0), Carlson (0). (Number agent currently has in LoopNet)

Paid search differs from paid social based on the channel the ad is placed. These will be ads placed that appear on search results. They are, by far, the most effective ad at capturing potential leads (they appear as results at the top of the page when searched. A small green or blue box that says [ Ad ] appear next to them). These will be able to capture potential audiences based on a variety of keywords. Trackable results.

SPONSORSHIPS

the following agents: Keller, Graham, If we wanted to move down to one I’d recommend removing Crexi. There about charging individual agents for this

ADS

Engagement. This will be mainly targeted (Meta) as a way to increase awareness increase the number of followers to the average engagement on our social had to start our page over. In order to social ads are one of the most successful Trackable results.

Current sponsorships include: Capitol City Track Series (not well advertised), The Great Pumpkin Giveaway (well-advertised), and some Chamber of Commerce events (specific to Chamber members). There’s opportunity to grow here: CPD Neighborhood Night Out, Friday’s on the Plaza, Box City (currently sponsored by ReMax), WyoGives, Cheyenne Frontier Days, etc. A form should be developed by marketing for tracking, Board approval, and agent requests.

NOTED PROJECTIONS FOR DIGITAL ADS

Overall, we estimate that we’ll get 2.7M impressions from social awareness and YouTube (expect 1,000 impressions per conversion--with the average person requiring 7 impressions in order to take some form of action).

For leads, we estimate we’ll have the most come in from Search (estimated by Stella Rising: 59 leads from social lead gen, 64 from Boost, 236 from search over a 6-month period).

Social Awareness to Lead Gen budgets should stick to a 75% awareness/25% lead gen split at this budget level.

Search would include brand & non-brand spend. There’s an opportunity to spend a bit more (~$750/mo) but recommending to start small to test which non-brand keywords are driving the best results and then scale accordingly.

PAID SOCIAL LEAD GEN

PAID SEARCH LEAD GEN

YOUTUBE PRE-ROLL/IN-STREAM ADS

Proposed Advertising Changes Explained

CUSTOM BROCHURES, OPEN HOUSE FLYERS & SOCIAL LISTING GRAPHICS

The bulk of the day-to-day work that marketing currently completes is for custom brochures, open house flyers, postcards and social media graphics. Currently this process is a bit broken:

1. Some agents aren’t aware that we automatically produce these 4 materials for all residential listings (they’re auto-made by us as we see the listings come in) and some currently create their own materials.

2. We’re making a lot of materials, but we don’t hear back from 1/3 of the agents we make them for. Those materials are then not used (as we require approval before moving forward).

3. Listing information and photos are often updated after the listing goes live, which means we’ve already created the materials, and then have to go through and update them again. Some of these materials are updated 3-4 times before they’re approved.

4. Many of the agents want something custom–either in the details, features, or look/ feel of the material. The time spent going through this (and the number of times we hear, “Oh, I don’t know! Just make me something that looks nice!” and then we spend hours fixing something we did...that they end up not liking or needing 8 rounds of edit on) is a waste of time.

5. Materials are printed and then not used by the agent because they didn’t request them.

Currently, MoxiWorks auto-generates materials through MoxiImpress. They are able to be gently modified by agents through the portal if edits are needed. Agents are emailed a link to the PDF of these materials when their listing goes live.

RECOMMENDATION:

Open House Flyers: Staple business card to listing flyers. Remove open house flyers (if they are hosting their own open house, they can print these flyers in MoxiImpress).

Postcards: Remove entirely. Brochures: Marketing makes an updated template & gets professionally printed. Social Graphics: Marketing makes/downloads from MoxiImpress & posts.

Proposed Advertising Changes Explained

ADWERX ENTERPRISE AUTOMATED ONLINE ADVERTISING

The #1 problem we are facing with Adwerx is that ANY change to our account will result in our billing to be rectified (Adwerx accounting has made mistakes to our billing, and have honored the price we pay due to their error. We will be brought up to market standard once our current contract ends, which is $41,000 for our current plan. See updated pricing on pages 12 & 13). We are currently paying ~$24,000/yr. (~$2,200/mo. Price fluctuates due to number of listings that month). These ads are auto-generated when we have a re-list or new listing. The ads run for a 2-week period.

There are many issues and concerns about the platform, including:

1. Reporting data is extremely high level. We aren’t able to accurately see how people are interacting with our ads currently.

2. Click-through-rates are on the lower end compared to a similar ad type on Meta and Boost.

3. Cost-per-clicks are expensive compared to Meta and Boost.

4. Targeting is extremely limited.

5. Our designated Adwerx rep is new and has changed her response a number of times as to what we have access to.

6. If a property is just listed, and goes under contract within the 2-week ad run period, the advertisement is still running.

7. If new pictures are added to a property after the listing goes live, the ad does not update.

8. Overall look/feel of the ad is outdated.

RECOMMENDATION:

Nix Adwerx entirely. Through Boost, ads can be generated that will be seen on: Facebook, Instagram, HGTV, New York Times, Realtor.com, The Weather Channel, Google, CNN, NextDoor, and more. Active Listing ads with 10,900-21,800 views (210-760 estimated clicks) over 14 days would cost $119/ad.

Benefits to this would include: lower anticipated yearly costs, more customized ads, better reach and ad placement, actionable leads, and fewer ads competing against one another. We also have the option of running Listing Campaigns on FB. MoxiPromote can be used for new listings.

ADWERX ENTERPRISE AUTOMATED ONLINE ADVERTISING - CONTRACT CHANGES

CURRENT CONTRACT:

• ~$24,000/yr. (~$2,200/mo.)

• 1,000 listings ($35/listing)

• Ads run for 2 weeks

• $500 monthly maintenance fee

• Marketing blackout

• Announcement marketing

• 1 Quarterly recruiting ad campaign

• 25% discount for Agent Ads

UPDATED ADWERX 1:

UPDATED ADWERX 1:

• $15,000/yr. ($1,250/mo.)

• $5,000/yr motion ads

• $500/mo maintenance fee

• 500 listings

• Ads run for 1 week

• Retargeting page

• Retargeting for 65 agents

• 1 Custom audience campaign

• 1 Brand radius ad

UPDATED ADWERX 2:

• $18,000/yr. ($1,500/mo.)

• $5,000/yr motion ads

• $500/mo maintenance fee

• 500 listings

• Ads run for 1 week

• Retargeting page

• Retargeting for 65 agents

• 1 Custom audience campaign

• 3 Custom audience campaigns

• 1 Brand radius ad

UPDATED ADWERX 2:

Proposed Advertising Changes Explained

JUST LISTED

$579,900

JUST LISTED, JUST SOLD & UNDER CONTRACT POSTCARDS

It’s estimated that CBTPE is spending nearly $24,000/yr. on postcards (production & mailing costs for January 2023 - June 2023 was $11,915.71). Based on receipts, postage through PBR (Business Rate) made up $3,847.901.

To keep costs down, marketing used to create the design, look up and format addresses from the County Assessor website, mail merge the postcards, print, cut them by hand, then drive to USPS to mail through our bulk account (requires in-person drop-off since CBTPE does not have a courier service).

To save time, marketing switched to a new process: create the design, look up and format addresses from the County Assessor website, send design + addresses to PBR. PBR would then print, cut and mail at a discounted rate. Cost per postcard went up, but this freed up more than a day’s work from marketing.

The average ROI for direct mailers is 1.25% response rate2. Let’s look at ours: we estimate we send roughly 27,192 postcards a year. If we were tracking with the national average for direct mailers (which includes types of businesses like supermarkets, coupon services, etc.), we would see an ROI of 339.9 leads a year. Obviously that isn’t happening. Is it worth sending $24,000/yr. to see a less than 1% return on investment? (Let’s say our agents get 50 leads a year from the postcards–that’s a 0.18% ROI, to put it in perspective). In addition to a low ROI, the process to create, print and mail these is incredibly time-intensive.

RECOMMENDATION:

Stop mailing postcards. If agents want to send them, they can in 2 ways:

1. Xpress Docs Templates (Print & Mail): 100 Postcards = $91.89

2. MoxiImpress (PDF) through Xpress Docs (Print & Mail): 100 Postcards = $91.89

2 Source: https:// smallbusiness.chron.com/average-rate-return-direct-mail-campaign-23974.html

2312 Goodnight Trail

1CBTPE currently receives PBR’s business rate for postage. If we were to mail through our bulk rate account, postage would have cost $5,029.78 for the same amount during that timeframe. Rates have since gone up and would cost more now.

Proposed Advertising Changes Explained

PREVIEW & CGI + GOOGLE ADS

Preview Magazine Ad:

We no longer advertise individual listings in this publication. As a brand awareness campaign, this cost is high for the ROI. Because we have so many agents publishing their own individual ads, we could move down to a single-page ad. But removing our ads entirely would garner more than $1k in savings a month (estimated $12,000/yr).

307.632.6481 PROPERTYEX.COM

Brokerages currently advertising in Preview: Peak Properties (1 page), Clark & Associates Land Brokers (1 page), Pine Rock Realty (1/2 page), Century 21 (3 pages), Kuzma Success Realty (2 pages), Berkshire Hathaway (1/2 page), 307 Realty Professionals (1/2 ad, Cristian Reese), Keller Williams (1 page), NextHome Realty (1/2 page, Lisa Bennett), #1 Properties (8.5 pages). These numbers do not include individual agent ads, unless where noted. ReMax no longer places ads in Preview Magazine.

CGI + Google Ads:

We’re hoping to move the management of Google My Business in-house, so we can be more hands-on with our Google advertising for CBTPE. The savings of nearly $1,200/mo. can be freed up if Marketing has time to dedicate to this.

Proposed Advertising Changes Explained

PROFESSIONAL PRINTING RESIDENTIAL & COMMERCIAL BROCHURES

Marketing has often had requests for brochures that, “Look like #1 Properties’.” Professional printing will help achieve this look: higher-resolution printing, more accurate color depiction, images to-bleed (edge of paper), and nicer paper stock. Overall, the final package of a professionally printed brochure has a more professional appearance and nicer feel, thus elevating the marketing.

Proposed print costs for 2023 - 2024:

5501 Residential Brochures (double-sided, single-page flyers only)

75 Pages Each

Individual files, 100# velvet text paper, full-color, double-sided, to-bleed, 36- to 48-hour turnaround, no proofs unless required by agent.

TOTAL: Brochures for 1 listing = $51.56 (1-year pricing) / 550 listings = $28,358/year (estimated based on single-listing price)

Recommendations to make this happen at CBTPE:

• No listing price on brochure.

• Professionally taken photos (need high-res, print-ready, edited)

• Agent approval

• 36-to 48-hour turnaround

• Additional flyers will need to be requested and approved

• Concerns surround agents who leave these in cars, lose them, get them dirty/wet, etc.

• An additional 36- to 48-hour turnaround is needed for additional copies.

• CBTPE would cover the costs unless marketing is otherwise told.

Proposed Advertising Changes Explained

PROPOSAL: CUSTOM WEBSITE (NOT MOXIWORKS)

There are a number of limitations with MoxiWorks, making it a non-reliable choice for future use.

Security & Ability to Edit: The current issue is that MoxiWorks’ feed to the MLS has pulled the addendum instead of the remarks—forcing private information for ALL brokerages within CYBOR to display door codes, emails & phone numbers, vacancy info, seller inclusions, and other private agent notes publicly. It’s been more than 24 hours since first reported, and MoxiWorks still does not have a fix. Marketing disconnected the propertyex.com domain and made the site unsearchable by major search engines.

Competitive Look/Feel: Competitor sites (#1 Properties and Re/Max) have a more sophisticated look and user experience than what MoxiWorks currently provides. Coldwell Banker - The Property Exchange will also stand out among other CB franchises with a unique UI/UX.

Customized Pages & Features: Open houses featured on their own page; all agents displayed on a single page instead of having to click through multiple pages to find someone; search results that actually work and display the correct results; customized search options that pull accurate results; all listings will appear on website; removable filter on search results (MoxiWorks cannot remove single-family/condo/townhome); enhanced security features & ADA/WCAG compliance; customized website SEO & keywords; custom ad campaign landing pages; and ability to add multiple GTM and UTM tags (analytics).

Marketing has identified a web developer to assist with coding; CBTPE marketing will handle all copy, graphic design and UI/UX design.

TOTAL (ANTICIPATED): $30,000/one-time cost (on-going hosting fees apply)

marketing recommendations

THE EXTRA STUFF THAT WOULDN’T FIT ANYWHERE ELSE

1. CUSTOM WORK REQUESTS FORM:

Marketing spends many hours developing custom projects for agents who do not adequately describe what they are looking for. Many projects are sent for approval and then agents don’t respond, or request a series of edits that take days to complete. A form will help ensure marketing has what they need to provide a satisfactory end result.

2. FOCUS ON NURTURING SOCIAL MEDIA CHANNELS:

While social ads and growing followers will be a key focus, marketing will need to spend additional time nurturing social media channels (responding to comments, posting “fun” content, developing a persona for the pages, growing to other channels, keeping up-to-date on trends, implementing and posting to those current trends, etc.). A large chunk of time will need to be dedicated to the creative process and getting these going.

3. MOXIPROMOTE FOR NEW LISTINGS:

MoxiPromote is a tool that came with the MoxiWorks suite of programs. This can place listing ads (for properties listed within the past 2 weeks) and service ads (brand ads for agents). They go to the Google Display Network (Gmail, Blogger, Google search, Youtube, and other websites) or the Facebook Audience Network (Facebook, Instagram, Messenger, WhatsApp, Meta, and other websites). For certain listings (case-by-case basis), Marketing can place these ads on behalf of agents. They can be charged to agent accounts or covered by CBTPE. Options for ads include:

Meta: Single Listing, Single Listing Gallery, Multi-Listing Carousel, Brand Promotion

Google: Single Listing, Brand Promotion

4. INVEST IN VIDEOGRAPHY:

Videos will be needed for some of the digital marketing that we are introducing. Due to the timeintensive nature of these pieces, we’ll need to contract a videographer on a per-project basis. Not only will we be able to use the videos for advertisements and on our website, but as has been demonstrated by comments made during a recent agent recruitment meeting, this would also make us more competitive with other brokerages (we may be able to offer videos for certain properties or marketing individual agents). This individual will need to have proven experience in video work and be able to produce a series of 15-second and 30-second videos. No high school students or individuals currently in school for this should be considered. Payment per project or on a contracted basis would be recommended.

Actionable ITems task list

...IN CASE ANYONE GOT LOST IN THE SEA OF INFO PROVIDED

1. CHANGE IN MARKETING PROCESS: Brochures are professionally printed per process on page 16. Commercial materials are made on request.

2. REMOVAL OF ADWERX & PARAMETERS FOR WHAT LISTINGS GET BOOST/MOXIPROMOTE ADS: 30+ days on market? 45+ days? Relists? Does CBTPE cover MoxiPromote? Agents? Which listings?

3. GATEWAY GOOGLE ADS:

See if possible to get the analytics for these ads, or meet with Gateway to determine a) if the ads will continue for 2023-2024, b) if they expect CBTPE’s commitment for another year, and c) if these ads had an impact on the homes sold during that timeframe.

4. PREVIEW ADS:

Either remove CBTPE from advertising in this publication entirely, or bump down to 1 page a month.

5. LOOPNET & CREXI: LoopNet - Increased cost to expand Silver listings? Crexi - Include two additional agents and bump up the cost (CBTPE covers), or charge agents for access?

6. DIGITAL ADVERTISING:

Moving to a more digital awareness-based approach paired with lead gen ads.

7. SPONSORSHIPS:

Develop a digital form for sponsorship requests for agents, and marketing can keep track of approvals and requests throughout the year (Board can approve any requests at their monthly meeting). Marketing will make recommendations on events to sponsor locally to boost community awareness & branding efforts.

8. POSTCARD MAILINGS & PRODUCTION: Removal of postcards from marketing offerings.

9. WEBSITE:

Discuss implications of moving forward with a custom website & costs.

10. VIDEOGRAPHER:

Hiring help for special projects in marketing (video work for ads & social).

11. CUSTOM WORK REQUEST FORM: Ensure this process is a reasonable request for agents and marketing alike.