PROPOSED MARKETING PLAN 60 Harbor Road | Harwich Port Prepared for: Dennis and Marilyn Barry Prepared by: Chris McCormick and Paul McCormick
I N I T I A L P R E PA R AT I O N O F P R O P E R T Y Timing: Pre-MLS Launch
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Insert company-branded signage on the property Prepare home for photography and showings (may include removal of some furniture, staging etc.) Take professional photography, including interior, exterior and drone shots Shoot an engaging property video Create professional floorplans
PROPERTY LAUNCH T i m i n g : We e k o f l a u n c h o f M L S : M a rc h 1 5 t h , 2 0 2 0
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Submit property to MLSpin and Cape & Islands MLS to reach the local brokerage community Create and professionally print a multi-page brochure Create customized website to be used across all marketing material Mail “Coming Soon” Postcards to a targeted list of potential buyers Chris and Paul to share the property via email and calls to individual spheres of influence Feature property on Sotheby’s International Realty’s and Gibson Sotheby’s International Realty’s websites Property will be distributed to our global property marketing partners, comprised of the most authoritative news, lifestyle and financial voices such as the New York Times, Juwai.com, Zillow, The Wall Street Journal and many others
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Highlight property on Gibson Sotheby’s International Realty’s weekly “Collections” email blast, promoting the property to nearly 7,500 consumers, 3,000 agents in Boston and surrounding towns as well as the Gibson Sotheby’s International Realty network of nearly 300 agents
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Send “Introductory” email to local brokerage community, as well as GSIR’s network of 300+ agents Utilize professionally-printed brochures to send customized mailer to affiliates from key feeder markets
ON-GOING MARKETING EFFORTS Timing: Post MLS Launch Final Dates TBD
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Feature property in numerous office windows to generate awareness on Cape Cod, the South Shore, Boston and MetroWest
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Property to be featured in the window, copies of the brochure to be on display inside, and a slideshow of the home will be broadcasted across the office television
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Utilize professionally-printed brochures in a customized mailer to top brokers in key feeder markets, including New York City, Greenwich, Chicago, San Francisco, Los Angeles and Seattle, as well as local brokerages
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Showcase the property on the Gibson Sotheby’s International Realty’s social media channels as the “Home of the Week” and in an in-depth Instagram story tour, reaching a collective 10K+ followers | Slated for Monday, April 13th
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Feature property in an in-depth Instagram Story “tour” of the property, including a collection of interior/exterior/drone photos and videos to showcase the property
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Host a Broker’s Open House luncheon and/or cocktail reception: personally invite agents on Cape Cod, within Boston and surrounding towns, as well as the GSIR agent network, to preview the property and create additional exposure
The ON-GOING MARKETING EFFORTS Local and National Outreach
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Consistently pitch out property for coverage consideration in local and regional news outlets, promoting key highlights/features about the home
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Nominate for exposure on the Sotheby’s International Realty Social Channels, as well as across affiliates’ social media channels
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Publish a blog post to be featured on the GSIR company website
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Blog will also be submitted for coverage on LuxuryRealEstate.com Send out an email blast promoting blog post and driving traffic back to the website Run a Facebook/Instagram ad driving traffic back to the blog post on the website
R u n a s e r i e s o f Fa c e b o o k / I n s t a g ra m A d ve r t i s e m e n t s w i t h I n i t i a l P h o t o g ra p h y
The majority of ads will leverage Social Ad Engine, an exclusive tool that Sotheby’s has created in partnership with Facebook that will best showcase 60 Harbor Road. Run ads on a monthly basis.
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Run a 7-day“Introducing” advertisement with the back-end goal of driving leads. All viewers will be required to fill out a contact form
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Run a 7-day “Introducing” advertisement with the back-end goal of driving link clicks. All viewers will be driven to the customized website for more information
R u n a s e r i e s o f Fa c e b o o k / I n s t a g ra m A d ve r t i s e m e n t s w i t h N e w P h o t o g ra p h y/ D r o n e Fo o t a ge
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Run a month-long ad (on behalf of the Gibson Facebook page) that features a mix of interior, exterior, drone shots and video of the listings. Promote to a targeted audience in Boston and key feeder markets. All traffic will be driven to the customized website
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Run a 5-day “traffic” advertisement, driving all viewers to customized website for more information
Advertisements in Local Publications
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When relevant, advertise the property in relevant local print publications including Cape Cod Chronicle, Cape Cod Times, International Boating, Ocean Home, Boston Magazine, etc.