Elizabeth Champion 12 Lane Way Marketing Strategy

12 Lande Way, Yountville 30 Day Marketing Plan

Elizabeth Champion DRE 01947758 707.815.9643

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Coming Soon helped with an incredibly successful launch. This was a Coming Soon for a week. Once it came to market, offers started rolling in and then within four days, there was an accepted offer with another Compass agent.

30 DAY MARKETING PLAN

C HRI STI NA D EC U RT IS, CR IST INA CA NDI O , NE W YO R K

A 30 Day Compass Coming Soon plan provides time for agents to prepare a listing, while launching early marketing efforts–everything from ordering signage with Coming Soon riders to completing lightweight Compass Concierge projects.

When it’s time to go active on the broader market, the listing will be ready for a second full launch, and have the opportunity to attract even more exposure, positioned to the feedback they’ve gathered. The recommended minimum, a week, allows for full digital activation and at least one live weekend showing–with no added days on market.

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Creative Strategy Telling The Story Of [Listing Address].

We will leverage the unique aspects of this property to prepare, market, and sell the listing to the right buyer.

Buyer Persona

Key Selling Points

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Age Range: 35-60

1

Overlooks orchard farmed by French Laundry

Personal Drivers: Wine Country lifestyle, “escape” from city life

2

Exclusive, desirable Yountville location

3

Well-maintained home with updates

Lifestyle: Employees full-time in Bay Area, enjoys weekend leisure, viticulture Values: Quality family time, spending free time exploring and learning, appreciates small-small-town feel

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Home Prep Optimize the Coming Soon period and complete any home improvements that enhance the home’s presentation.

Items such as deep cleaning, staging, general repairs, and landscaping can all be deployed through Compass Concierge in the 7-day strategy and make a positive impact on sale price.

— Price: $50 - $1,000+ Timeframe: 1-3 Days

BEFORE

AFTER

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Photography and Videography Ensure the home’s key selling points are highlighted through effective photography.

Take the time you need during the Coming Soon period to capture photography that will compel a potential buyer to attend a showing. In the meantime, utilize existing Compass Coming Soon stock imagery to build anticipation for what’s to come.

While capturing photography, also consider producing a video or Matterport that can be utilized in the digital campaign. Video creates an experiential element and showcases the home in an interactive way.

— Price: $250-500 Timeframe: 1 Week

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Compass.com Leverage the millions of monthly page views on Compass.com through enhanced exposure for Coming Soon listings.

Compass.com treats Coming Soon listings as first priority by showcasing them on the homepage, including them on their own drop-down titled Compass Exclusives, and featuring them before other listings in any search. Take advantage of being first in line while the listing is a Compass Coming Soon.

— Price: Free Timeframe: 7 Days

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Custom Property Site Build on the web-presence offered by Compass.com and drive additional traffic to the listing page by featuring the home on your personal agent website.

Marketing staff will reserve a custom URL of your choice.

— Price: $50 Timeframe: 1-2 Days

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Signage: Coming Soon Sign A sign with a Coming Soon rider can be one of the first visual components of the listing’s campaign.

Pique drive-by curiosity and pair with a friendly URL rider to drive traffic to the listing page on compass.com.

— Price: $100 Timeframe: 2-3 Days

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Organic Social Media Utilize Facebook and Instagram to build interest in the market around what’s to come.

For Instagram, increase engagement through engaging with Bay Area agent accounts and hashtags. Leverage the templates in Marketing Center to create content that will provide the most value to the listing.

The social campaign is designed to keep the target audience engaged and eager for a formal launch.

Tag #compasscomingsoon to further the reach of posts as well as #compassconcierge if applicable.

Include the state required social media disclosures in all organic posts.

— Price: Free Timeframe: 7 Days

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Paid Social Media Run a Compass Coming Soon digital ad for Facebook and Instagram, leveraging the huge base of Compass proprietary user data to target the most relevant and high intent buyers on a platform that represents a vast base of potential buyers.

— Price: $10 / Day Timeframe: 7 Days

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Email Outreach Create a highly targeted Coming Soon email via Marketing Center displaying the announcement of your listing with a clear Call to Action (CTA), directing potential buyers and brokers to view the listing.

CTA Examples: Want a chance preview [home address] before anyone else has? Schedule a private showing and have a first look at this stunning new property.

An incredible group of listings is just days away from hitting the market. The good news? You can see them ahead of anyone else - browse some of the most hotly anticipated homes here. [Link to Public Collection] Targeting: Marketing team will identify a tailored group of top brokers, clients, and contacts based on relevant tags to send personalized bulk messaging email outreach. — Price: Free Timeframe: 1-3 Days

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Compass Internal Channels Tap into Compass’ vast internal network of the country’s top real estate agents through Compass owned internal channels and benefit from Compass exclusive Coming Soon brand initiatives.

Compass Catch: Featured listing placement in Chief Evangelist Leonard Steinberg’s daily e-newsletter, distributed to 20,000+ agents nationally.

Workplace by Facebook: As the broadest internal forum at Compass, Workplace gives your listing early exposure to other agents and valuable feedback even before it hits the market.

Sales Meetings: Local Sales Meetings regularly feature Coming Soon announcement to all in-network brokers.

Work with your Sales Manager to feature your listing.

Wine Country Collection Email: Weekly email sent by Sales Managers to 1,900+ Bay Area agents that feature the latest Coming Soon listings.

— Price: Free Timeframe: 1-3 Days

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Launch Review traffic metrics through Compass Insights to evaluate initial market feedback on pricing, description positioning, and target audience and make any recommended edits.

After 30 days, launch the listing in the MLS to start syndication to all listing aggregators.

Retarget prospective buyers and brokers that engaged during the Coming Soon phase via email and social with now listed and open house messaging.

— Price: Free Timeframe: 1-2 Days

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Just Listed

Email Outreach Create a highly targeted Coming Soon email via Marketing Center displaying the announcement of your listing with a clear Call to Action (CTA), directing potential buyers and brokers to view the listing.

CTA Examples: Want a chance preview [home address] before anyone else has? Schedule a private showing and have a first look at this stunning new property.

An incredible group of listings is just days away from hitting the market. The good news? You can see them ahead of anyone else - browse some of the most hotly anticipated homes here. [Link to Public Collection] Targeting: Marketing team will identify a tailored group of top brokers, clients, and contacts based on relevant tags to send personalized bulk messaging email outreach. — Price: Free Timeframe: 1-3 Days

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Organic Social Media Announce New Listing on Agent Social Media For Instagram, increase engagement through engaging with Bay Area agent accounts and hashtags. Leverage the templates in Marketing Center to create content that will provide the most value to the listing.

The social campaign is designed to keep the target audience engaged and eager for a formal launch.

Marketing team will provide a list of researched hashtags to utilize.

— Price: Free Timeframe: 7 Days

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Paid Social Media Redesign digital ad for Facebook and Instagram to reflect new status, leveraging the huge base of Compass proprietary user data to target the most relevant and high intent buyers on a platform that represents a vast base of potential buyers.

— Price: $5 / Day Timeframe: 30 Days

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Google Display Ads Every second, there are 2.3 million searches performed on Google, and the majority of search results pages include Google ads. Google ads can be an extremely effective way of driving relevant, qualified traffic to your website.

These ads are placed on sites using artificial intelligence which means Google will "learn" where to show your ad, which photo to use most often, and which headline gets the most clicks.

— Price: $10 / Day Timeframe: 20 Days

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Compass Internal Channels Tap into Compass’ vast internal network of the country’s top real estate agents through Compass owned internal channels and benefit from Compass exclusive Coming Soon brand initiatives.

Compass Catch: Featured listing placement in Chief Evangelist Leonard Steinberg’s daily e-newsletter, distributed to 20,000+ agents nationally.

Compass California Social: Submit listing to be featured on Compass California IG + FB (36.9K followers) Compass Social: Summit listing to be featured on Compass Corporate IG + FB (138K followers) Workplace by Facebook: As the broadest internal forum at Compass, Workplace gives your listing early exposure to other agents and valuable feedback even before it hits the market.

Sales Meetings: Announcement to all in-network brokers.

Wine Country Collection Email: Weekly email sent by Sales Managers to 1,900+ Bay Area agents that feature the latest Just Listed properties.

— Price: Free Timeframe: 1-3 Days

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Print Advertising Compass has exclusive contracts with many Bay Area print ad agencies.

St. Helena Star: Included for each Compass Napa Valley listing Napa Valley Register: Included for each Compass Napa Valley listing Yountville Sun: Weekly optional paid ad SF Chronicle: Weekly optional paid ad RE Reader: Monthly optional paid ad Nob Hill Gazette: Monthly optional paid ad Distinctive Properties: Monthly optional paid ad

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Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

30 Day Check In After the first month, we will meet to review the feedback I have received, read digital ad reports, and evaluate the first month’s success.

Deliverables:

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Agent outreach rReport Digital ad reporting Email marketing open and reply rate Social media insights Print ad history Compass listing insights Pricing feedback Property feedback

Disclaimer: Subject to MLS restrictions. Please review Compass Coming Soon checklists on the Navigation Center.

Thank You Elizabeth Champion DRE 01947758 707.815.9643