MARKETING PLAN 7 S Crossway
Old Greenwich, Connecticut
ABOUT ELLEN Ellen Mosher is the #1 Agent in Greenwich, Fairfield County and the state of Connecticut.
#1
Agent in Connecticut
#1
Agent in Greenwich
#73
Wall Street Journal / Real Trends Ranked Agent in the nation
$1B+
Career total dollar volume
20+
Years of Experience
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. The Wall Street Journal has recognized Ellen as one of the Top 100 agents in the United States for eight years in a row.
THE #1 AGENT IN GREENWICH AND THE STATE OF CONNECTICUT. BACKED BY THE #1 BROKERAGE IN GREENWICH. 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. She brings a wealth of knowledge and expertise about her local community, and a passion for results. Ellen has cultivated the most meaningful connections for your success.
ELLEN MOSHER
R E G I O N A L PA R T N E R S
1,450
1,700
Houlihan Lawrence North of NYC Network
New York City Network
AGENTS
AGENTS
N A T I O N A L A N D G L O B A L PA R T N E R S
46,000 AGENTS
HomeServices of America National Network
550
MEMBER COMPANIES
70
COUNTRIES
Global Network
136,000 AGENTS
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:
JAPAN
SCOTLAND, U.K.
ANGUILLA
COLOMBIA
LEBANON
SINGAPORE
ANTIGUA AND BARBUDA
COSTA RICA
LUXEMBOURG
SINT MAARTEN
ARGENTINA
CYPRUS
MALTA
SOUTH AFRICA
ARUBA
DOMINICAN REPUBLIC
MAURITIUS
SOUTH KOREA
AUSTRALIA
ENGLAND
MEXICO
SPAIN
AUSTRIA
FRANCE
MONTENEGRO
SWEDEN
BAHAMAS
FRENCH WEST INDIES
NETHERLANDS
SWITZERLAND
BARBADOS
GERMANY
NEW ZEALAND
THAILAND
BELGIUM
GHANA
PANAMA
TRINIDAD AND TOBAGO
BELIZE
GREECE
PERU
TURKEY
BERMUDA
GUAM
PHILIPPINES
TURKS AND CAICOS ISLANDS
BRAZIL
HONG KONG
PORTUGAL
UNITED ARABIAN EMIRATES
BULGARIA
ICELAND
PUERTO RICO
UNITED KINGDOM
CANADA
IRELAND
QATAR
UNITED STATES
CAYMAN ISLANDS
ISRAEL
ROMANIA
URUGUAY
CHILE
ITALY
SAINT BARTHELEMY
VIRGIN ISLANDS, BRITISH
CHINA
JAMAICA
SAINT MARTIN
VIRGIN ISLANDS, U.S.A.
THE LARGEST GLOBAL NETWORK IN SALES & SIZE
1
#
G L OBA L N E T WOR K I N S A L E S A N D S I Z E W I T H 13 6 , 0 0 0 A S S O C I AT E S .
H O M E S E RV I C E S O F A M E R I C A 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. L E A D I N G R E A L E S TAT E C O M PA N I E S O F T H E W O R L D 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.
$405
KELLER
L E A D I N G R E A L E S T A T E C O M PA N I E S O F T H E W O R L D *
WILLIAMS
$353
COLDWELL BANKER
$317 COMPASS
$251
Volume shown in billions of dollars. This bar chart is sourced from REAL Trends 500 for 2021, realtrends.com.
BERKSHIR E HATHAWAY HOME SERVICES
EXP R EALTY
$139
$132
SOTHEBY'S INTER NATIONAL R EALTY
$115
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 POSTCARDS 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 strategically-targeted geographical data that allows us to send property postcards to homeowners most likely to be considering a move.
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.
N ET WOR K OF
TA RGET E D ON L I N E
E XCLUSI V E
N YC AGE N T S
PR E SE NCE ACROS S
PR I N T
K EY SI T E S/A PPS
C OL L EC T ION
L I F E ST Y L E BL O G
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.
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 as tri-state area realtors.
VIRTUAL BROKER OPEN HOUSE A virtual tour will be extended to out of area agents or for thos 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 webistes & apps. A SAMPLING OF WEBSITES: CONSUMER REAL ESTATE WEBSITES:
SEARCH ENGINE OPTIMIZATION:
• Zillow.com
• Realtor.com
• Bing
• Trulia.com
• Yahoo
• Homes.com • Brownstoner.com (Brooklyn)
NEWS WEBSITES: • WSJ.COM • FinancialTimes.com • RealEstateAOL.com • RealEstate.MSN.com • Zillow, Trulia & Home Finder 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 Inernational real estate websites • International.loopimovies.com (Brazil) • Internation.kangalou.com (Canada) • 99Acres.com (India) • Pe.international.goplaceit.com (Peru)
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 aestheticallyminded audiences both locally and globally.
USER-GENER ATED 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 DISTR IBU TED I N TH E N E W YO R K T I M E S 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. G A L L E RY OF HOM E S 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 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.
T H E 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.
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 Dan’s Papers is a “Hamptons Original,” serving local residents and visitors to the Hamptons and the North Fork.
THE POWER OF PR
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.
MEDIA PLAN
MARKETING PLAN A Sampling of Your Digital Exposure Across Premium Real Estate Websites N Y T I M E S .COM
72 M I L L ION U N IQU E DIGI TA L V ISI TOR S MON T H LY
WSJ.COM
2 0 M I L L ION MON T H LY ON L I N E R E A DER S
M A NSIONGLOBA L .COM
A LU X U RY PROPERT Y L IST I NGS SI T E , FOR LU X U RY HOM E S , M A NSIONS
J U WA I.COM
T H E L E A DI NG W E B SI T E FOR CH I NA' S R E A L E STAT E I N V E STOR S
OK AY.COM
A L E A DI NG HONG KONG PROPERT Y AGE NC Y
PROPG OLU X U RY.COM
A LU X U RY US BA SE D ON L I N E R E A L E STAT E COM PA N Y I N A SI A
L E A DI NGR E .COM
R E ACH E S 6 0 COU N T R I E S I N 9 L A NGUAGE S
LU X U RY R E A L E STAT E .COM
I N T ER NAT IONA L N ET WOR K OF R E A L E STAT E PROFE S SIONA L S
PROPE RT Y L IST I NGS .F T.COM
(FINANCIAL TIMES) LUXURY REAL ESTATE, REACHING BROKERS AND BUYERS WORLD WIDE
M AY FA I R I N T E R NAT IONA L R E A LT Y.COM
R E ACH I NG OV ER 30 0 OFF ICE S ACROS S GR E AT BR I TA I N A N D 18 0 M AY FA I R GROU P OFF ICE S I N T E R NAT IONA L LY
L ISTGLOBA L LY.COM
GLOBA L PROPERT Y T R A NSL AT ION I N 6 4 COU N T R I E S | 10 0+ I N T ER NAT IONA L R E A L E STAT E W E B SI T E S
HOU L I H A N L AW R E NCE .COM
HOU L I H A N L AW R E NCE .COM PROPE RT Y T R A NSL AT ION DISPL AY ON T H E GLOBA L L A NGUAGE PAGE S
BROW NSTON ER .COM
BROOK LY NS MOST-R E A D R E A L E STAT E W E B SI T E R E ACH I NG 30 0,0 0 0+ U N IQU E MON T H LY V ISI TOR S . PROPE RT I E S A R E DISPL AY E D I N SE A RCH R E SU LT S
MARKETING PLAN A Sampling of Your Print Publication Exposure GR E E N W ICH T I M E F I NA NCI A L T I M E S (U K) WA L L ST R E ET JOU R NA L N EW YOR K T I M E S N EW YOR K T I M E S HOM E SBOOK LU X U RY PORT FOL IO I N T ER NAT IONA L M AGA Z I N E LU X E I N T ER IOR S A N D DE SIGN M AGA Z I N E GR E E N W ICH M AGA Z I N E C T COT TAGE S A N D GA R DE NS N Y COT TAGE S A N D GA R DE NS HOU L I H A N L AW R E NCE PORT FOL IO OF HOM E S HOU L I H A N L AW R E NCE GA L L E RY OF HOM E S
Direct Mail HOU L I H A N L AW R E NCE PORT FOL IO OF HOM E S HOU L I H A N L AW R E NCE GA L L E RY OF HOM E S CUSTOM LOOK BOOK PROPERT Y POSTCA R DS