Three-Stage Marketing Process

Anticipation Marketing - Two Months Prior to List

Goal:

To initiate an initial buzz surrounding the homes future availability prior to it being “show-ready”.

Actions:

1.)    Develop a value pitch on the home which incorporates the homes best features and put them in comparison to currently active and recently sold offerings. 

2.)    Initiate interest among the Realtor community by formally presenting the value pitch to 100-150 agents at the weekly Bethesda Gateway sales meeting. 

3.)    Personally call or email individual agents who have either listed or sold homes within the neighborhood and surrounding community over the past 6 months.

4.)    Comb my active Buyer pool, and their referrals, for a potential match.

Pre-Release Marketing - Three weeks Prior to List

Goal:

To purposely and deliberately develop an “off market” scenario in which a Buyer feels they have the exclusive opportunity to purchase the asset with limited competition.   

1.)    Work with homeowner to stage the home for showings.  Hire a professional staging consultant should it be necessary.

2.)    Photograph the home in its entirety using a professional quality camera, a wide-angle lens specifically designed for such use, and additional lighting.  Edit the raw photography and re-shoot as much as necessary until a professional photography package is complete.  Upload finished photography into a virtual hosting site.

3.)    Create a properly formatted and printed property brochure that incorporates the professional photography and highlights of the home.  Distribute to all visitors of the home and to agents in the marketplace.

4.)    Initiate private calls and messaging with Realtors who previously indicated that they have a motivated Buyer.  Share the virtual tour exclusively among a small group for 3-5 days. 

5.)    Seven days prior to formally activating the property publically, release the listing details and photography to an exclusive “Top Agent Network” service.  This service is by membership only to local agents who exceed a certain amount of sales volume each year.  These top agents will receive an electronic listing summary with home details and a link to the virtual tour.

6.)    Gauge reception among the top agents, promote as many “pre-market” and “exclusive” showings of the home as possible.

7.)    Identify the top 2-3 potential Buyers who have seen the home and attempt to field a clean, full price pre-list offer.  Discuss any such offer with the Seller to determine if based on current market conditions it makes sense to accept it or not.   

Full Release to the Marketplace

Goal:

To capture the immediate attention of any potential Buyer in the marketplace and the real estate professionals who serve them.  

Actions:

1.)    Enter into the MLS System a complete and compelling summary of the home and its highlights.

2.)    Distribute listing information to 40+ real estate websites and other online sources.

3.)    Post Listing to various social media sources along with a virtual tour.

4.)    Develop a direct email campaign targeting the top 1000 local agents.  Track results of the campaign through the use of embedded links within the email and via google tracking of the virtual tour link. 

5.)    Formally present the listing at the weekly Long and Foster sales meeting to 200+ of the top producing agents in the marketplace.  Use Audio/Visual aids to grab the attention of these agents and elevate the exposure of the property among the Realtor community.

6.)    Distribute property brochures by hand to agents known to sell in the area.

7.)    Develop a second direct email campaign to promote the Tuesday brokers open house.

8.)    Contact every agent who is active within the price range and area and personally invite them to view the property during the broker open house.

9.)    Hold a Tuesday broker open house following the weekly sales meeting.  Serve lunch to promote greater attendance.  Lunch is used to increase visits to the home, but also to keep agents in the home for a greater amount of time and develop the perception that the property has tremendous activity.  

10.) Work with the Seller to schedule private showings of the home.  All agents required to speak with me prior to a visit.  I make every attempt to schedule showings at times convenient to the Seller.  Requests for showings will be personally received by me directly and scheduled with the Seller by me directly.  I respond to these requests usually within minutes.

11.) Hold an Open House on Sunday 1-4pm following the initial release to market.  If the property is not sold by the second week, hold another open house the following weekend.  Additional open houses will be scheduled based on activity and other factors.

12.) Report to Seller details of activity on a weekly basis.  Provide extensive statistics on the amount of online traffic the property is receiving and the amount of subsequent showings have been scheduled as a result.

13.) Follow up with phone calls or emails to all agents who have shown the property within 24 hours of the scheduled appointment.  Provide unedited feedback to the Sellers and discuss ways to address concerns and/or negatives.

14.) Should the property require further promotion beyond the initial launch, further email/telephone campaigns will be utilized to continue to bring attention to the property.