10 Ledge Road MARKETING PLAN Old Greenwich, Connecticut
#1 AGENT
HOULIHAN LAWRENCE GREENWICH BROKERAGE
ABOUT ELLEN
With over 20 years of real estate experience Ellen is one of the most respected and sought after agents in the industry.
A professional background in marketing/research and Ellen's love of negotiating make her an ideal fit for both Buyers and Sellers. Known for her strong work ethic, integrity and discretion, Ellen's focus is to ensure that each Client's real estate needs are met in a prompt, professional manner with a tailored individual strategy to meet their goals. She has built a reputation as a hardworking agent with the knowledge and expertise needed in this complicated market.
105% SELLING HOMES AT AN AVERAGE OF OF THE LIST PRICE IN 2023
The Wall Street Journal has recognized Ellen as one of the Top 100 agents in the United States for eight years in a row.
$1.5+ BILLION
SELLERS AND BUYERS IN THE GREENWICH MARKET
TOTAL DOLLAR VOLUME 20+ YEARS Source: FLEX MLS, 1.1.23-12.31.23, Agent ranking, sale price to list price percentage, total dollar volume Residential, single family Greenwich, Riverside, Cos Cob, Old Greenwich; including off market deals.
REPRESENTING
CAREER
THE #1 AGENT AT HOULIHAN LAWRENCE GREENWICH BROKERAGE.
BACKED BY THE #1 BROKERAGE REPRESENTING MORE BUYERS AND SELLERS THAN ANY OTHER GREENWICH BROKERAGE
PARTNERING WITH LARGEST GLOBAL NETWORK IN SALES AND SIZE.
SUPPORTED BY INDUSTRY-LEADING MARKETING PLATFORM.
The Power of Leadership
THE MOST POWERFUL NETWORK OF AGENTS
Shared market intelligence is the Houlihan Lawrence advantage.
Ellen Mosher is the gateway to our dynamic network of top real estate agents regionally, nationally and globally. Each brings a wealth of knowledge and expertise about their local communities, and a shared passion for results. Together,
1,450
46,000
1,700
136,000
ELLEN MOSHER REGIONAL PARTNERS NATIONAL AND GLOBAL PARTNERS
York City Network Global Network HomeServices of America National Network
New
AGENTS
AGENTS
AGENTS
MEMBER COMPANIES
COUNTRIES
550
70
AGENTS
Lawrence North of NYC Network
Houlihan
IN A GLOBAL CLASS OF OUR OWN
Houlihan Lawrence is a founding member of Leading Real Estate Companies of the World, an invitation-only network of top performing real estate companies with unparalleled sales and scale.
OUR GLOBAL NETWORK OF 70+ COUNTRIES:
ANGUILLA
ANTIGUA AND BARBUDA
ARGENTINA
ARUBA
AUSTRALIA
AUSTRIA
BAHAMAS
BARBADOS
BELGIUM
BELIZE
BERMUDA
BRAZIL
BULGARIA
CANADA
CAYMAN ISLANDS
CHILE
CHINA
COLOMBIA
COSTA RICA
CYPRUS
DOMINICAN REPUBLIC
ENGLAND
FRANCE
FRENCH WEST INDIES
GERMANY
GHANA
GREECE
GUAM
HONG KONG
ICELAND
IRELAND
ISRAEL
ITALY
JAMAICA
JAPAN
LEBANON
LUXEMBOURG
MALTA
MAURITIUS
MEXICO
MONTENEGRO
NETHERLANDS
NEW ZEALAND
PANAMA
PERU
PHILIPPINES
PORTUGAL
PUERTO RICO
QATAR
ROMANIA
SAINT BARTHELEMY
SAINT MARTIN
SCOTLAND, U.K.
SINGAPORE
SINT MAARTEN
SOUTH AFRICA
SOUTH KOREA
SPAIN
SWEDEN
SWITZERLAND
THAILAND
TRINIDAD AND TOBAGO
TURKEY
TURKS AND CAICOS ISLANDS
UNITED ARABIAN EMIRATES
UNITED KINGDOM
UNITED STATES
URUGUAY
VIRGIN ISLANDS, BRITISH
VIRGIN ISLANDS, U.S.A.
THE LARGEST GLOBAL NETWORK IN SALES & SIZE
#1 Homeservices of America
Houlihan Lawrence is owned by HomeServices of America, a Berkshire Hathaway affiliate. HomeServices is now the country’s largest residential real estate company with nearly 46,000 agents & 900 offices across the US.
Leading Real estate companies of the world
Houlihan Lawrence is a founding member of LeadingRE, the largest network of independently branded real estate companies in the world with 550 firms in over 70 countries. LeadingRE has more broker-to-broker referrals annually than any other real estate network.
GLOBAL NETWORK IN SALES AND SIZE WITH 136,000 ASSOCIATES. Volume shown in billions of dollars. This bar chart is sourced from REAL Trends 500 for 2021, realtrends.com. EXP REALTY SOTHEBY'S INTERNATIONAL REALTY BERKSHIRE HATHAWAY HOME SERVICES COLDWELL BANKER KELLER WILLIAMS LEADING REAL ESTATE COMPANIES OF THE WORLD* $405 $353 $317 $251 $139 $132 $115 COMPASS
CREATIVE PLAN
PROPERTY VIDEO
Put your home in motion.
Produced with innovation and creative energy, our property videos are designed to command attention. Featured on HoulihanLawrence.com and distributed across social media channels and syndicated websites, our videos are optimized for sharing to maximize exposure.
PROFESSIONAL PHOTOGRAPHY
A picture is worth a thousand words.
A memorable first photo is essential to create demand with potential home buyers. Our professionally-shot scenes capture every nuance and detail of your property, providing compelling visuals for all marketing efforts across digital and print.
COPYWRITING
Effectively share the story of your home with buyers.
Houlihan Lawrence’s expert wordsmiths craft listing copy that draws a buyer in and evokes emotion, while being search engine optimized to increase visibility.
FLOOR PLANS
Enhance your listing with detailed floor plans.
Floor plans increase engagement with your listing by providing a different perspective that showcases the flow of the home. A well-constructed floor plan allows serious buyers the opportunity to envision themselves, and their possessions, in each space.
PROPERTY POSTCARD
Targeting select demographics.
Postcards continue to be a marketing strategy that effectively produce showings for properties. We herald your home’s arrival in the market with beautifully designed property postcards. Houlihan Lawrence has refined the approach by employing strategicallytargeted geographical data that allows us to send property postcards to homeowners most likely to be considering a move.
PROPERTY LOOK BOOK
Highlighting the details of your property.
Houlihan Lawrence brochures are designed with a clean, modern aesthetic to position your home as an attractive asset to today’s buyers. A high-quality brochure is a keepsake for buyers that attend a showing and can be a physical reminder to keep your home in consideration
MARKETING YOUR PROPERTY
REACHING THE HOME BUYER ABROAD
Houlihan Lawrence is a proud member of the following prestigious national and global real estate networks.
HOMESERVICES OF AMERICA
Houlihan Lawrence is owned by HomeServices of America, a Berkshire Hathaway affiliate. HomeServices is the country’s largest residential brokerage firm, with 44,000 agents in 900 offices in the U.S.
LEADING REAL ESTATE COMPANIES OF THE WORLD | LeadingRE.com
Features listings from the largest network of independently branded real estate companies in the world, reaching 73 countries in 9 languages.
LUXURY PORTFOLIO INTERNATIONAL | LuxuryPortfolio.com
An award-winning, international website with 3 million high-net-worth visitors annually, translates your property into 9 languages.
MAYFAIR INTERNATIONAL REALTY | MayfairInternationalRealty.com
Reaching over 300 offices across Great Britain and 200 Mayfair group offices internationally, our London office offers the most experienced group of agents across the Atlantic.
BOARD OF REGENTS | LuxuryRealEstate.com
The Board of Regents is an exclusive network of the world’s most elite luxury real estate professionals spanning 73 countries.
REACHING THE NYC BUYER
We have the connections and marketing resources to reach the NYC buyers.
Ellen's relationships with a network of top producing agents in the NYC area and Houlihan Lawrence affiliation with 30+ offices and 2,000+ agents allows us to identify the right buyer for your home. Our targeted marketing approach, including online media, our flagship publication and digital platform, is designed to effectively showcase your home to the right potential buyer.
NETWORK OF NYC AGENTS
TARGETED ONLINE PRESENCE ACROSS KEY SITES/APPS
EXCLUSIVE PRINT COLLECTION
LIFESTYLE BLOG
REACHING THE HOME BUYER AROUND THE CORNER
We know the majority of home buyers north of NYC come from neighboring towns.
Greenwich Local Marketing Initiatives
Sponsorships & Community Support
Each office participates in relevant local programs garnering visibility in their communities.
• Greenwich Town
• Making Strides Against Breast Cancer
• Walk MS for Multiple Sclerosis
• Art Cart at Maria Ferrara Hospital
• HELP USA
• Donations to local food pantries
• Local print Media
• Greenwich Magazine
• Greenwich Time
• Serendipity Magazine
• CT Cottages & Gardens
• Gallery of Homes | Houlihan Lawrence Publication
• Portfolio | Houlihan Lawrence Publication
Community video
Potential home buyers are looking at much more than just the house, they're also looking at the neighborhood. Our videos help buyers learn more about the lifestyle of a community.
*Source: Houlihan Lawrence Transactions Database, includes all Houlihan Lawrence buyers and all other buyers of Houlihan Lawrence listings. Percentage may not add up to 100% due to rounding. Tri-State area Excludes Westchester, Putnam and Dutchess Counties and Greater Greenwich
LAUNCHING YOUR HOME TO THE BROKER COMMUNITY
We put the power of our 1,450 agents in New York and Connecticut to work for your home.
MULTIPLE LISTING SERVICE (MLS)
Highlights new features, professional photography, floor plans and property video, feeding the most up-to-date information into relevant listing sites.
IN PERSON BROKER OPEN HOUSE
Invitations will be extended to local as well tristate area realtors.
VIRTUAL BROKER OPEN HOUSE
A virtual tour will be extended to out of area agents or for those realtors who are not comfortable with in-person previews.
AGENT AND OFFICE SOCIAL PROMOTION
Each office maintains a local social presence online and posts office listings and events. Additionally, agents have a hyper local relationship with their sphere and can further expose your property to potential buyers.
CUSTOM PROPERTY E-BLAST
Your home will be launched digitally to luxury market leaders locally as well as across the world.
YOUR PROPERTY IS DISPLAYED ON THOUSANDS OF MEDIA WEBSITES
Houlihan Lawrence creates a steady presence for your property across key websites & apps.
A SAMPLING OF WEBSITES:
CONSUMER REAL ESTATE WEBSITES
• Zillow.com
• Realtor.com
• Trulia.com
• Homes.com
• Brownstoner.com (Brooklyn)
NEWS WEBSITES
• WSJ.com
• Financialtimes.com
• RealEstateAOL.com
• RealEstate.MSN.com
• Zillow, Trulia & HomeFinder power home search tools on hundreds of additional national and local news websites
• Greenwichtimes.com
INTERNATIONAL WEBSITES
• LuxuryPortfolio.com
• LuxuryRealEstate.com
• LeadingRE.com
• MansionGlobal.com
• JamesEdition.com
• MayfairInternationalRealty.com (Europe)
• CountryLife.co.uk (England)
• Juwai.com (China)
• Okay.com (China)
• PropGoLuxury.com (Asia)
• Property Translation Service for 100+ additional International real estate websites.
• International.loopimoveis.com (Brazil)
• International.kangalou.com (Canada)
• 99Acres.com (India)
• Pe.international.goplaceit.com (Peru)
SEARCH ENGINE OPTIMIZATION
• Bing
• Yahoo
LEVERAGING DIGITAL AND SOCIAL PLATFORMS
Houlihan Lawrence offers expertise across social platforms to effectively target and engage prospective buyers with valuable content wherever they are.
The number one social media networking site worldwide, ideal for promoting properties to a variety of users through images, videos and articles.
Our largest and fastest growing social community engaging aesthetically-minded audiences both locally and globally.
USER-GENERATED CONTENT
We’ve developed the hashtag #northofNYC to curate content sourced from locals sharing scenes from life in our homes, towns, villages and hamlets north of New York City.
NORTHOF.NYC BLOG
Exclusive, lifestyle-driven website showcases properties in an editorial context, feeding our social accounts and weekly e-newsletter.
LOCAL OFFICE CONTENT SUPPORT
Each local office puts their spin on content via their social handles featuring happenings about town, profiles from their communities and the properties in town that have everyone abuzz.
Chatting around the globe with thousands of connected influencers, publications, and network partners helps us get the word out about your listing to the right ears.
Sharing standout features of a home with seamless click-through traffic to its HoulihanLawrence. com listing page, allowing users to contact your agent.
Stay connected with the latest market insights, company news and media buzz.
YOUTUBE
Our stunning property videos are viewed and shared on this site used by all generations.
TARGETING NYC WITH KEY MARKETING
Our proprietary data allows us to find city buyers that are most likely to buy a home in your area, and we target all marketing accordingly.
PORTFOLIO & GALLERY OF HOMES
DISTRIBUTED IN THE NEW YORK TIMES
Our magazine collections generate twice as many property inquiries than all other Houlihan Lawrence print advertising combined. Offered at all 30 Houlihan Lawrence offices and private jet terminals at the Westchester County Airport.
GALLERY OF HOMES
Our flagship quarterly is now available digitally and features all Houlihan Lawrence listings. Our digital brochures appear in a variety of targeted placements reaching close to 400K people per month across NYC, Westchester, Fairfield County and the Hudson Valley.
THE PORTFOLIO
The publication is now available digitally and distributed to an audience of over 80,000 targeting New York City, Westchester, Putnam, Dutchess and Fairfield counties. This includes a targeted outreach to Fortune 500 executives in the area, and e-targeted promotions to consumers of Greenwich Magazine, Scarsdale Inquirer, Rye Record and the Bronxville Bulletin.
THE NEW YORK TIMES
With a circulation of 450,000 The New York Times is an important print publication to reach real estate aficionados.
NYTIMES.COM
With over 30 million monthly visitors, NYTimes.com is an important vehicle to reaching home buyers in and around New York City.
THE WALL STREET JOURNAL AND WSJ.COM
A leading global news publication, especially popular with business executives, reaching 20 million monthly online readers.
BROWNSTONER.COM
Brooklyn’s most-read real estate website reaching 300,000+ unique monthly visitors. Properties are displayed in search results.
QUEST MAGAZINE
Quest is an American lifestyle magazine based in New York City. It was founded in 1986 by Heather Cohane as a real estate magazine for "Manhattan Properties & Country Estates".
DAN'S PAPER
EXCLUSIVELY ADVERTISED
Our advertising relationships with notable media outlets provide a powerful and unmatched mix of promotion for your property.
THE POWER OF PR
Together with Houlihan Lawrence and Ellen Mosher, our dedicated team strives to obtain editorial visibility in prominent media outlets situated in our local markets, nationwide and worldwide. Leveraging our strong relationships with journalists and editors from pertinent print and online publications, our committed Public Relations experts have successfully achieved extensive recognition and attention for our listings.
Case Study: 36 Mayfair Lane, Greenwich
Public Relations efforts successfully resulted in local and global media placements; including Vanity Fair (Italy), The New York Post, Robb Report, and Gimme Shelter.
HIGH PROFILE MEDIA ATTENTION
Through our strategic public relations and communications programs, your property can receive coverage in notable media outlets like Architectural Digest, The Week, The New York Times, and more.
* These numbers are garnered chiefly through the CISION Communications Cloud,® a global platform which features a suite of metrics and automated analyses that translate press activities and earned media coverage into important insights and verifiable return-on-investment.
TRUE ACCOUNTABILITY
Stay informed with our comprehensive Monthly Marketing Update tailored exclusively to your property. Offering a holistic snapshot of your property's promotional journey, this detailed report serves as your compass in this dynamic real estate landscape.
Like any good relationship, it also requires clear communication along the way, you will receive a breakdown of the various channels leveraged to showcase your property, from targeted online campaigns to traditional marketing avenues. We will keep you abreast of activity across diverse platforms, gaining insight into the reach, engagement and conversion metrics that matter.
SAMPLING OF DIGITAL AND PRINT PROMOTION
MARKETING PLAN
MARKETING PLAN
Digital Exposure Across Premium Real Estate Websites
NYTIMES.COM
WSJ.COM
MANSIONGLOBAL.COM
JUWAI.COM
OKAY.COM
PROPGOLUXURY.COM
LEADINGRE.COM
LUXURYREALESTATE.COM
PROPERTYLISTINGS.FT.COM
MAYFAIRINTERNATIONALREALTY.COM
LISTGLOBALLY.COM
HOULIHANLAWRENCE.COM
BROWNSTONER.COM
72 MILLION UNIQUE DIGITAL VISITORS MONTHLY
20 MILLION MONTHLY ONLINE READERS
A LUXURY PROPERTY LISTINGS SITE, FOR LUXURY HOMES, MANSIONS
THE LEADING WEBSITE FOR CHINA'S REAL ESTATE INVESTORS
A LEADING HONG KONG PROPERTY AGENCY
A LUXURY US BASED ONLINE REAL ESTATE COMPANY IN ASIA
REACHES 60 COUNTRIES IN 9 LANGUAGES
INTERNATIONAL NETWORK OF REAL ESTATE PROFESSIONALS
(FINANCIAL TIMES) LUXURY REAL ESTATE, REACHING BROKERS AND BUYERS WORLD WIDE
REACHING OVER 300 OFFICES ACROSS GREAT BRITAIN AND 180 MAYFAIR GROUP OFFICES INTERNATIONALLY
GLOBAL PROPERTY TRANSLATION IN 64 COUNTRIES | 100+ INTERNATIONAL REAL ESTATE WEBSITES
HOULIHANLAWRENCE.COM PROPERTY TRANSLATION DISPLAY ON THE GLOBAL LANGUAGE PAGES
BROOKLYNS MOST-READ REAL ESTATE WEBSITE REACHING 300,000+ UNIQUE MONTHLY VISITORS. PROPERTIES ARE DISPLAYED IN SEARCH RESULTS
A Sampling of Your Print Publication Exposure
MARKETING PLAN
A Sampling of Advertising
GREENWICH TIME PROPERTY AD
FINANCIAL TIMES (UK)
WALL STREET JOURNAL
WSJ MANSION GLOBAL LUXURY EXPERIENCE
NEW YORK TIMES
NEW YORK TIMES HOMESBOOK
DANS PAPERS | HAMPTONS
GREENWICH MAGAZINE
CONNECTICUT COTTAGES & GARDENS
HOULIHAN LAWRENCE PORTFOLIO OF HOMES
HOULIHAN LAWRENCE GALLERY OF HOMES
HOULIHAN LAWRENCE.COM LUXURY CAROUSEL | FEATURED PROPERTY
CUSTOM PROPERTY BROCHURE
PROPERTY POSTCARDS
LIFESTYLE PROPERTY VIDEO
LUXURY PORTFOLIO INTERNATIONAL | DIGITAL BUNDLE
NYTIMES DIGITAL AD
SOCIAL MEDIA PROPERTY POST | OFFICE & BRAND ACCOUNTS
E-MAIL/VIDEO BLAST TO TOP AGENTS ACROSS COUNTRY AND ABROAD
FACEBOOK AND INSTAGRAM AD CAMPAIGN