THE 8-WEEK LISTING MARKETING ACTION PLAN
YOUR TRUSTED REAL ESTATE ADVISORS
THE 8-WEEK LISTING MARKETING ACTION PLAN | GOALS & OBJECTIVES 1.
To Offer suggestions and guidance to help make your property more saleable.
2.
To Identify the ideal buyer for your property and craft marketing assets that appeal to the ideal buyer.
3.
To Provide advice and guidance on how and where to position your property in the market.
4.
To Proactively seek out eligible home buyers in the local market and promote the property to them using a multi-channel approach to marketing.
5.
To Maximize the exposure of your property within the real estate community and local market.
6.
To attract as many qualified buyers as possible into your home until it is sold.
7.
To communicate to you the results of our activities on a regular basis.
YOUR TRUSTED REAL ESTATE ADVISORS
PRE-LISTING…
“Success is where preparation and opportunity meet.”
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Set up appointment for home tour and listing presentation ☐ Review property information ☐ Research all comparable currently listed properties ☐ Research sales activity for past 3 - 12 months from MLS and public records databases ☐ Research ”Market Absorption Rate” for current inventory ☐ Research "Average Days on Market" for this property type, price range and location ☐ Prepare "Comparable Market Analysis" (CMA) to establish fair market value ☐ Download and review property tax information ☐ Review legal names of owner(s) in county public tax records and confirm with owner
YOUR TRUSTED REAL ESTATE ADVISORS
THE LISTING APPOINTMENT
“Buyers
decide in the first eight seconds of seeing a home if they're interested in buying it. Get out of your car, walk in their shoes and see what they see within the first eight seconds.” -BARBARA COCORAN
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Provide an overview of current market conditions and projections ☐ Review agent's and company's credentials and accomplishments in the market ☐ Discuss the 5 questions sellers want to know as well as address additional questions ☐ Discuss CMA which includes Current Listings (A, AO, AK, AC), Contract Pending Properties, Sold Properties & Expired Listings
☐ Discuss estimate of net proceeds upon the sale of the property ☐ Review pricing strategy based on professional judgment and interpretation of current market conditions ☐ Discuss strategies for marketing the property effectively ☐ Demonstrate Coldwell Banker CBx program and explain how the information will be used to target the ideal buyer for your property
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Review this plan and explain agent's role in taking calls and online leads to screen for qualified buyers and protect seller from curiosity seekers
☐ Explain different agency relationships in Texas ☐ Review and explain all sections of the Listing Agreement and any Addenda and obtain seller’s initials and signature
☐ Perform exterior "Curb Appeal Assessment" of your property ☐ Perform interior “Staging Assessment” ☐ Recommend various vendors if needed to get property ready for sale ☐ Recommend professional stager if needed to get home ready for sale ☐ Discuss Open Houses – marketing, safety, scheduling
YOUR TRUSTED REAL ESTATE ADVISORS
COMING SOON‌
You only have one chance to make a first impression with the consumer. Much of the marketing campaign relies on the consumer finding the listing online. These pre-launch activities are designed to set the stage, optimize for SEO, and position the property for the best possible impression right from the start.
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Obtain room measurements for MLS listing ☐ Gather and digitize house plans or floorplans if available ☐ Obtain current mortgage loan(s) information if applicable ☐ Prepare showing instructions for buyer’s agents and agree on showing procedures with client – explain Showingtime.com
☐ Identify Homeowner or Condo Association(s), if applicable ☐ Verify Homeowner or Condo Association fees ☐ Order Clue Report from insurance company, if applicable ☐ Obtain survey from seller and provide T-47, if applicable ☐ Obtain square footage documentation if applicable
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Work with title company to order copy Homeowner or Condo Association bylaws and certification, if applicable ☐ Verify if seller has transferable Termite/Wood Destroying Insect Contract ☐ Ascertain need for lead-based paint disclosure ☐ Prepare detailed list of property amenities and assess market impact ☐ Prepare detailed list of property's "Exclusions from Sale" ☐ Ask seller to prepare a list of upgrades, if applicable ☐ Install key-box or code for agent access ☐ Review benefits of Home Warranty while listing is under contract and in marketing ☐ Assist sellers with completion and submission of a Home Warranty
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Explain the Seller's Disclosure form requirements ☐ Review results of Curb Appeal Assessment with seller and provide suggestions to improve salability ☐ Review results of Staging Assessment and suggest changes to shorten time on market ☐ Determine how and when seller would like to communicate about activity, market and pricing ☐ Schedule Photographer and 3D Tour ☐ Prepare MLS description and have seller check accuracy of listing data ☐ Enter property data and description into the MLS ☐ Proofread the listing information for accuracy
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Listing entered into MLS with “Coming Soon” status ☐ Place Coming Soon Sign in Yard ☐ Create & Activate Pre-Listing Landing Page on Website
NOTE: According to NAR and MLS rules, effective May 1, 2020, properties may not be shown while in “Coming Soon” status or prior to being listed as Active in MLS.
☐ Professional Photos added to Landing Page ☐ Professional Photos added to MLS with marketing comments ☐ 3D Tour Embedded on Landing Page ☐ Walk-Thru Video Uploaded to You-Tube and Embedded on Landing Page ☐ Property Shared on CBApex Coming Soon FB Page – Over 900 agents across Texas ☐ Property Shared on Agent’s FB Page, Instagram, Twitter & Linked In Accounts
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Set Up Text-For-Info Site ☐ Text For Info rider installed on sign – 24-7 Virtual Flyer ☐ Marketing description written with clients’ input, including property amenities, location highlights and neighborhood lifestyle.
☐ Condensed version of Marketing Description drafted for MLS Input. ☐ Create & Activate Pre-Listing Landing Page on Website ☐ Custom url routed to landing page ☐ Run CBx Buyer Report to determine target zip codes for online marketing
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Pull list of consumers in target zip codes with income & credit eligibility to purchase ☐ Create Custom Audience on Facebook for Facebook and Instagram Ads ☐ Facebook and Instagram Ads activated - will run for15 days with 3 different images to test for and obtain best results
☐ Client shares link to landing page on FB and any other preferred social media portals ☐ Client shares post from FB Business Page to personal profile ☐ Print assets ordered: Property Flyers, Door Hangers, Property Business Cards, Just Listed Postcards
YOUR TRUSTED REAL ESTATE ADVISORS
WEEK 1
Week 1 activities build on the Coming Soon activities by “announcing” the property’s availability through a combination of online and offline channels. By using both online and offline marketing to connect with consumers and real estate agents, your property gets the maximum exposure to prospective buyers.
YOUR TRUSTED REAL ESTATE ADVISORS
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Property Status changed to ACTIVE in the MLS Add Sellers Disclosure, Survey, T-47 & Amenities Sheet to MLS Showing instructions entered into Showingtime.com
ONGOING ACTIVITIES ü Facebook ad campaign ü Featured Listing on Agent Website ü Text For Info – Virtual Flyer
Weekly seller reports set-up for delivery on Showingtime.com MLS market report set up for weekly delivery to seller ListTrac report set up for weekly delivery to seller Check listing syndication on ColdwellBanker.com, CBApex.com, Zillow, Trulia, Realtor.com, Homes.com and other websites – copy links to share with homeowner
☐ Property Virtual Tour uploaded to MLS ☐ Property Virtual Tour added to IQ for syndication ☐ Full Marketing Description added to IQ for syndication
YOUR TRUSTED REAL ESTATE ADVISORS
☐ ☐ ☐ ☐
Add photo marketing comments to IQ & Realtor.com, Full marketing description, website link and narrated video added to listing on Realtor.com Post LIVE Video on Facebook introducing the property Complete Zillow 3D Home Tour and Walk-Thru Video – Post to listing on Zillow/Trulia
☐ Create narrated video that will showcase property increasing views on the internet ☐ Create a single property website for the property ☐ Re-Route custom url to property website if desired ☐ Upload Narrated Listing Video to YouTube and post on property website, agent website, company website, agent FB business page, Instagram, Google My Business, and LinkedIn.
☐ Share the listing on the CBApex Home Page of our IQ Office intranet reaching over 900 full time, professional agents
YOUR TRUSTED REAL ESTATE ADVISORS
☐ ☐ ☐ ☐
Create Just Listed email graphic
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Deliver Marketing graphics to property with property business cards
Send Just Listed email out to all buyer leads in database Send Just Listed email out to agent sphere of influence Post Just Listed email graphic on agent’s Social media and share with seller on social media so it reaches agent’s SOI and seller’s SOI Check Facebook ad for reach and click-throughs – Modify if needed Plan and promote a public open house with neighbor preview using our exclusive Mega Open House System Post Open House jpg on social media Facebook, Instagram, Google My Business, and LinkedIn Call, Text, and Email showing agents for feedback after showings – report to client
YOUR TRUSTED REAL ESTATE ADVISORS
WEEK 2
Throughout the marketing period, we are constantly checking the data and evaluating whether the message and images are getting the impressions, Click Through Rates (CTR), and showings within desirable ranges. Adjustments will be made as needed.
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Week 1 results analyzed and communicated to homeowner modifications made to ongoing activities
☐ Facebook Ad promotion ends ☐ Property listing added to Facebook Market Place ☐ Just Listed post shared with FB neighborhood and community groups ☐ Create full page email graphic with link to video or 3D tour ☐ Run reverse prospecting report in MLS and email full page graphic to all agents with matching buyers
☐ Email full page graphic all agents with Active and Pending listings in neighborhood or within a 2-mile radius of property
ONGOING ACTIVITIES ü Featured Listing on Agent Website ü Property promoted in the MLS. ü Enhanced listing on Realtor.com ü Enhanced listing on Zillow and Trulia ü Text For Info – Virtual Flyer ü 3D Virtual Tour ü Single Property Website
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Schedule Mega Open House for Week 3 if applicable ☐ Client posts jpg of email graphic on FB page and any other applicable social media sites ☐ Review agent’s SOI and past clients who live in the immediate area - call them and make them aware of the new listing
☐ Review my current prospect list to see if I may have a buyer match ☐ Review my open house and internet prospect database to see if I may have a buyer match ☐ Feature listing in office meeting ☐ Deliver Doorhangers to 50 homes ☐ Call, Text, and Email showing agents for feedback after showings – report to client
YOUR TRUSTED REAL ESTATE ADVISORS
WEEK 3
During this phase of the campaign, the efforts from the previous weeks do their work to get traffic and views. If we decide to host another Mega Open House, preparation and marketing for it will also take place.
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Week 2 results analyzed and communicated to homeowner – modifications made to ongoing activities
☐ ☐ ☐ ☐
Property listing renewed Facebook Market Place
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Deliver doorhangers to 50 homes in neighborhood
Write a blog post about your listing and share to social media Live Video Virtual Tour Scheduled and Broadcast on Facebook Email full page graphic all agents who have sold homes in the neighborhood in the last 90 days
ONGOING ACTIVITIES ü Featured Listing on Agent Website ü Property promoted in the MLS. ü Enhanced listing on Realtor.com ü Enhanced listing on Zillow and Trulia ü Text For Info – Virtual Flyer ü 3D Virtual Tour ü Single Property Website
Email full page graphic to agents with new listings in the market area Promote Mega Open House for Week 3 if applicable Call, Text, and Email showing agents for feedback after showings – report to client Communicate Week 3 results and feedback to homeowner
Mega Open House Checklist YOUR TRUSTED REAL ESTATE ADVISORS
MONDAY • Post event in MLS and IQ for syndication. • Check feeds to Zillow (via IQ) & Realtor.com (via MLS) to verify placement. • Place Open Saturday/Sunday Sign on Monday • Mail up to 25 hand-written invites to neighbors for a neighbors only preview with donuts & coffee on Saturday Morning at 10am • Post on Social Media jpg with Link to property on agent website
TUESDAY • Pull list of all expired listings in area over the past 12 months. Check to make sure not listed or sold under another listing. Research to locate seller name and contact information. • Locate any FSBO listings. Research to locate seller name and contact information • Download list of area homeowner email addresses and phone numbers from Cole Realty Resource • Download list of homeowners in zip code with high sale score on ReMine. Use Cole Realty Resource to obtain email addresses and phone numbers • Place a FB Ad advertising the open house. Target your custom audience made up of the email addresses from the list above
WEDNESDAY • Load all phone numbers into SlydialBroadcast.com and send ringless voicemail to all area homeowners and high sell-score homeowners in zip code. • Load all phone numbers into SlydialBroadcast.com and send ringless voicemail to all area expireds and FSBOS
Mega Open House Checklist YOUR TRUSTED REAL ESTATE ADVISORS
THURSDAY • Schedule a preview of the property for Thursday. • Video post on Social Media from the property talking about the open house and the features of the home • Door-knock or door-drop flyers to closest 5-10 neighbors inviting them to attend • Door-knock or door-drop flyers to expireds and FSBO’s
FRIDAY • Load phone numbers into Reach app for bulk text. • Call or text 5 past clients or friends who live nearby to invite them to the open house • Homeowner shares event on their FB page and other social media sites SATURDAY • Social Media Video post
YOUR TRUSTED REAL ESTATE ADVISORS
WEEK 4
There is a constant ebb and flow of marketing activities that start and end simultaneously. This is intentionally designed so a steady stream of online and offline interest is being generated, while ongoing promotion will make sure your property is getting in front of both consumers and the agents representing those consumers.
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Week 3 results analyzed and communicated to homeowner modifications made to ongoing activities
☐ Modify marketing description and reorder photos on MLS – change out primary photos with interior or exterior attention grabber
☐ Property listing renewed Facebook Market Place ☐ Email full page graphic all agents who have competing listings in the zip code
☐ Email full page graphic to agents with new listings in the market area ☐ Use ReMine to locate potential move-up homeowners with high sell scores in same zip code – add to FB Custom Audience and Slydial broadcast with information about the home
☐ Call, Text, and Email showing agents for feedback after showings – report to client
ONGOING ACTIVITIES ü Featured Listing on Agent Website ü Property promoted in the MLS ü Enhanced listing on Realtor.com ü Enhanced listing on Zillow and Trulia ü Text For Info – Virtual Flyer ü 3D Virtual Tour ü Single Property Website
YOUR TRUSTED REAL ESTATE ADVISORS
WEEK 5
As we approach the 30-day mark, if there is insufficient interest in the property (lack of traffic & showings, negative feedback on value from people who toured the property), then a price reduction is most likely in order. Research and feedback from the market will give guidance on the ideal price position to sell the property within the desired timeframe. Once a new price has been determined, the marketing campaign will be updated, and a relaunch will take place.
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Week 4 results analyzed and communicated to homeowner modifications made to ongoing activities
☐ If online traffic is not converting into offline tours, then price must be reassessed to attract more traffic
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Agent announces price reduction to network of real estate agents. Price updated and promoted on Property Website Price updated and promoted in the MLS Price updated and promoted on Realtor.com Price updated and Property Photos re-posted on Zillow and Trulia New 14-day Facebook/Instagram Ad Campaign marketing price adjustment to target audience and retargeting traffic from previous ads
ONGOING ACTIVITIES ü Featured Listing on Agent Website ü Property promoted in the MLS ü Enhanced listing on Realtor.com ü Enhanced listing on Zillow and Trulia ü Text For Info – Virtual Flyer
YOUR TRUSTED REAL ESTATE ADVISORS
☐ All previous showings agents are notified of price adjustment ☐ All lead inquiries are notified of price adjustment ☐ Client shares link to Property Website on Facebook (and other preferred social channels). ☐ Property listing renewed Facebook Market Place ☐ Email full page graphic all agents who have competing listings in the zip code ☐ Email full page graphic to agents with new listings in the market area ☐ Run Reverse Prospecting Report and email updated full page graphic to all agents with matching buyers ☐ Create and Post Price Reduced jpg on social media ☐ Call, Text, and Email showing agents for feedback after showings – report to client
YOUR TRUSTED REAL ESTATE ADVISORS
WEEK 6
Consistent monitoring of data to determine if the message and images are getting the impressions and Click Through Rates (CTR) is important to present the property in the best possible light in the market. Ongoing campaign improvements and seller support are key to getting the home sold.
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Week 5 results analyzed and communicated to homeowner modifications made to ongoing activities
☐ Use ReMine to locate potential move-up homeowners with high sell scores in same zip code – add to FB Custom Audients and Slydial broadcast with information about the home
☐ Promote and hold a Mega Open House Event ☐ Property listing renewed Facebook Market Place ☐ Email full page graphic to agents with new listings in the market area
☐ Call, Text, and Email showing agents for feedback after showings – report to client
ONGOING ACTIVITIES ü Featured Listing on Agent Website ü Property promoted in the MLS ü Enhanced listing on Realtor.com ü Enhanced listing on Zillow and Trulia ü Text For Info – Virtual Flyer ü Facebook Ad promoting price adjustment
YOUR TRUSTED REAL ESTATE ADVISORS
WEEK 7
As conducted in week 3 of the campaign, we’ll let the efforts from the previous weeks do their work to get traffic and views.
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Week 6 results analyzed and communicated to homeowner modifications made to ongoing activities
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Property listing renewed Facebook Market Place Facebook/Instagram Ad promotion ends Share property video on community and neighborhood FB groups Email full page graphic to agents with new listings in the market area Call 10 Top Producers in the local market to talk about the listing and see if they have any potential buyers
☐ Client shares 3 professional photos of their home on social media channels
☐ Call, Text, and Email showing agents for feedback after showings – report to client
ONGOING ACTIVITIES ü Featured Listing on Agent Website ü Property promoted in the MLS ü Enhanced listing on Realtor.com ü Enhanced listing on Zillow and Trulia ü Text For Info – Virtual Flyer
YOUR TRUSTED REAL ESTATE ADVISORS
WEEK 8
From the very start, we have communicated with to our network of real estate professionals so they will communicate with their buyers. During week 8 we will reach out again to our agent network using a direct marketing message to get their attention and get market feedback on the property.
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Week 7 results analyzed and communicated to homeowner modifications made to ongoing activities
☐ HELP email sent to your local network of real estate agents. ☐ Property Tour o reposted to agent’s Facebook page. ☐ Client shares link to property website on Facebook (and other preferred social channels).
☐ Modify marketing description and reorder photos on MLS – change out primary photos with interior or exterior attention grabber
☐ Property listing renewed Facebook Market Place
ONGOING ACTIVITIES ü Featured Listing on Agent Website ü Property promoted in the MLS ü Enhanced listing on Realtor.com ü Enhanced listing on Zillow and Trulia ü Text For Info – Virtual Flyer
YOUR TRUSTED REAL ESTATE ADVISORS
☐ Email full page graphic to agents with new listings in the market area ☐ Compile phone list of area homeowners – call with “do you know a buyer?” message ☐ Prepare and present post-listing presentation to review pricing position within market ☐ Call, Text, and Email showing agents for feedback after showings – report to client Report Week 8 Results and post-listing presentation with homeowner and cycle back to week 5 marketing once price is reduced.
EVERY DAY UNTIL IT’S SOLD…