8 WEEK MARKETING PLAN
JACQUELINE FIELDHOUSE - SOLD IN FERNIE
Thank you for considering me to sell your home!
In my experience, with 50+ transactions and $25M+ in sales every year, I've found the biggest complaint from home sellers is the lack of communication from their agents Open communication is the foundation of the relationship I share with my clients. I've created this guide to illustrate how I plan and promise to market and sell your home It may seem I'm giving away my trade secrets, but I believe that the level of marketing, technology, service and communication I provide each and every one of my clients is unparalleled
It takes imagination and intention to sell real estate, to stand out from the crowd in our market Through a combination of good strategy, online and traditional marketing, together we will find success
Let me show you how!
STANDING OUT IN THE CROWD
PROFESSIONAL PHOTOGRAPHY
The vast majority of Buyers begin their search for a new home online and to be noticed in a sea of properties, professional quality photography goes a very long way I'm sure you'll agree I take great care and attention in ensuring we capture your home in the best light no iphone pics here! Photos are updated regularly so the listing looks fresh to browsing Buyers and are seasonally appropriate who wants to see snow in July?!
3D TOURS
I pride myself on staying at the forefront of technology. #technerd. If you've seen Google Streetview, I'm using similar technology that allows Buyers to tour your property online and immerse themselves in your home like never before One of the great advantages of using this technology is it allows Buyers to preview your home prior to booking an in-person tour, meaning when you prepare and open your home for a booked showing the Buyer is already engaged and excited having "walked through" virtually already Less looky-loos :)
FEATURED PROPERTY LANDING PAGE
I'm not trying to sell every home on the MLS, you're hiring me to sell YOUR home. I create a custom webpage on my website specificaly for YOUR home and drive traffic directly to it All marketing specific to your home directs Buyers to YOUR webpage where I share resources like Feature Sheets, video etc. that otherwise can't be shared on the MLS.
ONLINE MARKETING
With over 1 6 billion+ people on Facebook and other social media platforms, online marketing makes up a large portion of modern real estate marketing Because of the level of daily engagement and search habits that platforms like Facebook track, we're able to market your home to specific consumers that are most likely to purchase a home like yours This is my "jam" Call me a #socialmedianerd I know how to put your home in front of the right people through paid and organic online marketing
PRINT
Let's not forget print is still a thing! Print media is another way to capture a Buyer with visual rich content and share all the key plusses of your property, through thoughtfully designed, property specific Feature Sheets, Take-One Rack Cards and more
OTHER MARKETING TOOLS
My service can vary depending on the property I am marketing. Together we can discuss the use of various value added tools such as:
Staging
Drone photography and videography
Video tours see soldinfernie on youtube
Open Houses
Magazine and Newspaper Advertising
Brochures, rack cards etc. and more
WEEK 0
CAMPAIGN SET-UP & PRE-LAUNCH MARKETING
Preparation is key. You get one chance to make that all important firstimpression My focus, leading up to listing-launch-day is to plan and pull all pieces together such that when your listing goes live, consumers are captured, informed, engaged and EXCITED! These pre-launch activities are key to the best impression right out of the gate:
Listing Preparation Recommendation - consultation with you to provide recommendations on maintenance items to perform prior to listing
Staging consultation - if required I will invite a professional stager to provide a complimentary consultation on how to stage your home for sale
Professional quailty photos scheduled (and video/drone - if deemed appropriate)
3D tour scheduled and produced
Print Media designed and printed such as Feature Sheets, Rack cards etc
Paid "Sneak Peek" promotions scheduled on @soldinfernie Facebook and Instagram to post 1-3 days prior to listing launch. I use a "Call to Action" requiring interested buyers to interact with the posts to get more information - this helps "spread" the post to more people. Bonus!
"Coming Soon" email including select pictures and property address sent to all local Realtors® 1-3 days prior to listing launch
Realtors® Only Preview (similar to an Open House - but just for Realtors®) scheduled for the Wednesday closest to the listing launch date and all local Realtors® invited to attend.
Featured Property Landing Page created on website with photos, 3D tour, Feature Sheet etc. - scheduled to publish upon listing launch
For Sale sign post and any supplemental signage placed on the property the day before listing launch
Sentrilock box installed at property and linked to ShowingTime service to provide and track access to property and showings
WEEK 1
LISTING AND CAMPAIGN LAUNCH
Launch activities build on the pre-launch phase by "announcing" the property to the market By using online marketing to connect with consumers and off-line marketing to connect with real estate agents, your property gets the necessary exposure to prospective buyers
Announce new property on the market to all local Realtors® and my preferred BC and AB Realtor® and VIP Buyer database via interactive email - includes shareable Feature Sheet and 3D tour.
Property posted to and promoted on the MLS and Realtor ca
Featured Property Landing Page published to soldinfernie com website
Property published on RE/MAX Elk Valley website: fernielsitings.com - Featured LIsting 3D tour uploaded to Realtor ca and soldinfernie com
Feature Sheet printed and delivered to property
Property pic and link to Featured Property Landing Page at soldinfernie.com posted on Facebook, Instagram and kijiji ca
Property pics album and link to Featured Property Landing Page at soldinfernie com posted on Facebook
Property set up on ShowingTime - including uploading Feature Sheet set to automatically send to Realtors® when they book a showing
Set up Homeowners on ShowingTime - allows owners to accept/decline showings, track and receive feedback all by phone and/or email
"New Listing" paid adFacebook and Instagram directing interested parties to Featured Property Landing Page on soldinfernie.com
Message and touch base with all interested parties from "Sneak Peek" campaign with link to Featured Property Landing Page on soldinfernie com Action item"want to book a tour"
How you can help:
Share "New Listing" post on your personal Facebook and Instagram accounts and ask friends to share too The more "likes" and interactions posts get, the more reach (#s of people) the post will show to
WEEK 2
Throughout the marketing cycle I'll be watching the data and evaluating the message and images that are getting good reach and good "Click Through Rates". Adjustments to message of marketing will be made as necessary
Marketing campaign results analyzed and modifications made to ongoing campaign
Email sent to clients/owners - what are your 3 favorite things of your home that buyers might not realise/see on tour
Discuss and decision made on whether an Open House is feasible to market the home If yes, then Open House is scheduled for Week 3 or week 4
Lifestyle focused posts designed and posted to Facebook and Instagram - sending traffic to Property Landing Page on soldinfernie com
Ongoing:
Featured Property on soldinfernie com
Featured Property on fernielistings.com
Property promoted in the MLS and on realtor ca
Paid Facebook and Instagram ad - "New Listing" continues to run until end of this week
How you can help:
Share social media posts on your personal Facebook and Instagram accounts and ask friends to share too The more "likes" and interactions posts get, the more reach (#s of people) the post will show to
Reflect on your "favorite things", as mentioned above and provide me answers via email These little gems will be used in future marketing
WEEK 3
CAMPAIGN OPTIMISATION
During this phase of the marketing campaign, we let the efforts from the previous weeks do their work to get traffic and views If we decide it advantageous to host an Open House, preparation and marketing for it will take place this week.
Paid Facebook and instagram campaign to run for 10-14 days - promoting 3D tour - buyer targeting programmed to suit property
Post on Faceboook and Instagram using a seller "favorite" gem or lifestyle related promotion
Open House Preparation schedule for Week 4 prepare online ads to promote Open House
Ongoing:
Featured Property on soldinfernie.com
Featured Property on fernielistings com
Property promoted in the MLS and on realtor ca
How you can help:
Share social media posts on your personal Facebook and Instagram accounts and ask friends to share too. The more "likes" and interactions posts get, the more reach (#s of people) the post will show to
WEEK 4
Week 4 of the marketing campaign sees a continuing ebb and flow of marketing activities that are designed to start and end simultaneously so that a steady stream of online and off-line interest is being generated Ongoing promotion will make sure your property is getting in front of consumers and agents
Marketing campaign results analyzed and modifications made to ongoing campaign
Organic lifestyle related posts on Facebook and Instagram
Paid Facebook and Instagram campaign promoting 3D tour continues through this week
Open House - if scheduled
Create Event on Facebook
Facebook Event shared and promoted on RE/MAX Elk valley Realty social media channels
Paid promotion of event scheduled for the 4 days prior to Open House
Open House promoted on MLS and realtor ca
Open House promoted on soldinfernie com and fernielistings com
Open House promoted on kijiji ca
Ongoing:
Featured Property on soldinfernie.com
Featured Property on fernielistings com
Property promoted in the MLS and on realtor ca
Paid Facebook and Instagram ad - Facebook campaign promoting 3D tour continues through this week
Re-order photos on MLS and realtor.ca so property grabs attention of browsing buyers as "is this new?"
How you can help:
Share social media posts on your personal Facebook and Instagram accounts and ask friends to share too The more "likes" and interactions posts get, the more reach (#s of people) the post will show to Reflect on your "favorite things", as mentioned above and provide me answers via email. These little gems will be used in future marketing
WEEK 5
CAMPAIGN EVALUATION AND RE-LAUNCH
If there is insufficient interest such as lack of traffic online and in the form of showings and direct inquiries, or negative feedback on value from Buyers who've toured the property and/or agents, then a price reduction is most likely in order Research and feedback from the market will provide guidance on the price in order to sell the home within the desired timeframe. Week 5 is the time to get together and discuss a "New Price" strategy This week the marketing campaign will be updated and a re-launch will take place
If online traffic is not converting to in person tours, a new price must be re-assessed to attract more traffic/buyers
Announce "New Price" to all local agents, agents who've shown the property and Buyers who've shown interest to date - vie email
Paid Facebook and instagram campaign to introduce and promote "New Price"to run for 10-14 days
Price updated on soldinfernie com and fernielisting com
Price updated on MLS and Realtor ca
New post on kijiji.ca promoting "New Price"
New print media designed and delivered i e : Feature Sheets and Rack Cards
Ongoing:
Featured Property on soldinfernie com - with updated price
Featured Property on fernielistings com - with updated price
Property promoted on the MLS and on realtor.ca - - with updated price
How you can help:
Share "New Price" social media posts on your personal Facebook and Instagram accounts and ask friends to share too The more "likes" and interactions posts get, the more reach (#s of people) the post will show to
WEEK 6
Consistent monitoring of results and insights of marketing to date is essential and adjustments will be made to target our buyers. Ongoing promotion and seller support is key to getting the home sold :)
Marketing campaign results analyzed and modifications made to ongoing campaign
Organic lifestyle related posts on Facebook and Instagram -e g use seller "favorites" as inspiration
Paid Facebook and Instagram campaign promoting "New Price" continues through this week
Ongoing:
Featured Property on soldinfernie com
Featured Property on fernielistings com
Property promoted in the MLS and on realtor.ca
Paid Facebook and Instagram ad - Facebook campaign promoting "New Price"
How you can help:
Share social media posts on your personal Facebook and Instagram accounts and ask friends to share too The more "likes" and interactions posts get, the more reach (#s of people) the post will show to
Reflect on your "favorite things", as mentioned above and provide me answers via email These little gems will be used in future marketing
WEEK 7
As in Week 3 of the marketing campaign, we will let the efforts from the previous weeks do their work to get traffic and views
Organic posts to Facebook and Instagram continue Facebook campaign promoting "New Price" ends this week
Follow up via email with agents who've shown the property and interested Buyers for feedback and gauge if there is continuing interest
Ongoing:
Featured Property on soldinfernie com
Featured Property on fernielistings com
Property promoted on the MLS and on realtor ca
How you can help:
Share "New Price" social media posts on your personal Facebook and Instagram accounts and ask friends to share too. The more "likes" and interactions posts get, the more reach (#s of people) the post will show to
WEEK 8
CAMPAIGN ANALYSIS, IMPROVEMENTS AND STRATEGY
Consistent monitoring of results and insights of marketing to date is essential and adjustments will be made to target our buyers Ongoing promotion and seller support is key to getting the home sold. :) If we make it to Week 8 with no offer let's chat about ways we can attract new attention and make a plan! Teamwork makes the dream work
Marketing campaign results analyzed and modifications made to ongoing campaign
Together consider any feedback from last week's email to agents and buyers - is there a barrier to your home selling, how do we address this and strategise moving forward
Continue to post organic lifestyle related posts on Facebook and Instagram -e.g. use seller "favorites" as inspiration
Paid Facebook and Instagram campaign promoting 3D Tour - to run for 10-14 days
Re-order photos on MLS and realtor ca so property grabs attention of browsing buyers as "is this new?" - believe me this works!
Ongoing:
Featured Property on soldinfernie.com
Featured Property on fernielistings com
Property promoted in the MLS and on realtor ca
Paid Facebook and Instagram ad - Facebook campaign promoting 3D Tour
How you can help:
Share social media posts on your personal Facebook and Instagram accounts and ask friends to share too. The more "likes" and interactions posts get, the more reach (#s of people) the post will show to
