M A RK ET I N G PROPOSA L 227RiceRoad Wayland,Massachusetts PREPA RED FOR TOM ER A N D REDA YOSEF- OR
Prepared
By Amy Mizner Senior
Vice President
Amy Mizner
Senior Vice President,Mizner + Montero 6178514909
Amy Mizner@GibsonSIRcom AmyMizner com
Prior to joining Gibson Sotheby's International Realty,Amy Mizner was a founding Principal and Broker of Benoit Mizner Simon & Co with offices located in Weston,Wellesley,Needham,and Sudbury As a top-producing real estate broker with over $1Billion in sales,Amy's vision and integrity keep her on the leading edge of the luxury residential real estate market Amy utilizes bold and strategic marketing while embracing the latest technology to service her clientele Her background,producing and directing award-winning television commercials,enables her to develop an innovative and fresh approach for each and every listing From first-time home buyers to celebrities and CEOs,Amy's ability to skillfully navigate the real estate process from beginning to end has been the trademark of her success
Amy Mizner has recently elevated her brand to the next level of service by combining forces with Will Montero Although powerful in their own right,their collaboration in forming Mizner+Montero provides a unique ?Urban-Suburban?connection Mizner + Montero consistently rank #1in Weston and #1in Back Bay This partnership allows a distinct edge in the luxury market by providing a combination of unparalleled expertise and strategy in an expansive marketplace The collaboration of a winning team with a laser-focused vision on service and performance makes all the difference Together,they had over $162,000,000 in sales for 2021
Amy has been a featured speaker at Bentley University's Entrepreneurial Thinking Summit and her real estate expertise is often sought out by news sources such as CNBC,Fox25,Boston Business Journal,Banker & Tradesman,and the Boston Globe She was recognized by the Boston Business Journal with the prestigious Women of FIREaward,an achievement given to the top 20 women leaders in finance,insurance,and real estate in Massachusetts as well as Boston Magazine's,Top 100 Women Led Business Award in 2019 The Wall Street Journal & Real Trends The Thousand and America's Best recognized Amy Mizner as one of the top real estate teams nationwide Charitable and non-profit involvement includes Horizons for Homeless Children and the CJPof Greater Boston Amy?s strength in forging relationships and extending her networking sphere results in her proven success Her manner of conducting business with passion,drive,experience,and expertise is what makes Amy shine and explains why she remains at the top of the luxury market year after year
OurApproach
At Gibson Sotheby?s International Realty,we recognize that every property is unique and deserves its own carefully crafted strategy With expertise on the local level,combined with our access to key international markets,we ensure that the homes we represent receive the far-reaching exposure they deserve.In the following pages,I have outlined a proposed marketing strategy for 227 Rice Road that showcases your property through a local,national,and global lens
Proposed MarketingStrategy
PHASE 1 | PREPARATION + PRELIMINARY OUTREACH
Initial Preparation
To prepare to market 227 Rice Road, our in-house marketing team will craft impeccable marketing collateral that showcases the property?s beauty and unique features
- Photography: Interior,Exterior,& Drone
- Property Video and/or 3D Matterport Virtual Tour
- Carefully Crafted Marketing Copy
- Professionally Printed Presentation Books
- Floor plans
Coming Soon Whisper Campaign
Submit 227 Rice Road to Top Agent Network (TAN) to be previewed by 400+ top agents in MA prior to launching on the public market
Our Trusted Network (OTN) | OurTrustedNetwork com
Amy Mizner is a proud member of OTN, an exclusive networking group with over 85 agents around the world A virtual broker open house will be hosted for this exclusive group to generate exposure within key markets such as in New York City, Greenwich, Connecticut and the Hamptons In addition, 227 Rice Road will be featured on OTN's website and social media,complementing the Sotheby's International Realty reach.
Sphere of Influence Outreach
As an industry leader in Weston and Back Bay, Amy Mizner is connected to influential brokers, investors and luxury clients throughout Massachusetts and beyond Amy will begin introducing the property by personal outreach via calls and emails to this select audience
Editorial Coverage & Public Relations Outreach
Our in-house public relations department will craft a media pitch and present to local/regional publications for potential editorial coverage In addition, we will work alongside Sotheby's International Realty's corporate public relations team to submit the property to be considered for editorial opportunities with premium media outlets such as The Boston Business Journal, The Wall Street Journal, The New York Times, Dwell, etc Our efforts will align with the launch on the public market and will remain ongoing throughout the listing's life cycle
PHASE 2 |
PROPERTY LAUNCH
Launch Property on Public Market
To effectively reach the local brokerage community and prospective buyers, submit 227 Rice Road to the Multiple Listing Service (MLSPin)
Digital Distribution
227 Rice Road will be advertised on SothebysRealty com This global website is designed to distinctly showcase our collection of extraordinary homes It attracts more consumers than any other luxury real estate website. Currency conversion, language translation in 14 languages, and strong traffic set SothebysRealty.com apart Once a home is showcased on SothebysRealty com, it is exclusively distributed to more than 100 Sotheby?s International Realty affiliate websites around the world as well as the websites of our global media partners,including WSJ com,MansionGlobal com,JamesEdition com,LuxuryEstate com,and more
Email Marketing & Social Media Exposure
227 Rice Road will be introduced to the local brokerage community, Sotheby's International Realty affiliates, and Amy's spheres of influence through a targeted email and social media campaign on Instagram, Facebook, and Pinterest The campaign will leverage the exceptional photography and video assets as well as compelling copy and property details
Exclusive Broker Event
To allow the local brokerage community the opportunity to view the property, Amy will invite top producing agents in the MetroWest and Boston to attend a first-look tour of the property
- Designed Email Invitation
- Broker Open House
Sotheby's International Realty Affiliate Outreach
With over 1,000 offices located in 81 countries and territories, the reach of Sotheby's International Realty is incomparable We select a strategic list of Sotheby's International Realty affiliates both nationally and internationally in key feeder markets to mail a property brochure with accompanying cover letter outlining this unique opportunity for their buyers
PHASE 3 |
ONGOING ADVERTISING EFFORTS
227 Rice Road may be marketed through any or all of the following outlets:
Digital | Impressions Campaign
The impressions program is a customized banner advertising program with guaranteed impressions and click-throughs. Through beautifully detailed property photos, your ad can be customized to showcase your property?s unique selling features, allowing you to target by country, region, state, and city Three-month campaign duration
Digital | Juwai
Juwai com is the largest and most authoritative source for global property in Chinese, with over 2 5 million property listings spanning 89 countries To reach ultra high net worth Chinese consumers, launch a 6-month digital campaign
Print + Digital | Print Ad + Robb Report Real Estate Media Bar
Leverage Sotheby's International Realty's cooperative advertising program with a placement in the brand's full page ad.Includes bonus digital real estate media bar placement on the Robb Report website.
Print + Digital | NYT Takeover
Tabloid insert devoted to Sotheby?s International Realty and delivered to high-net worth neighborhoods in the New York Metro Area Includes digital promotion on NYTimes com and a digital flip book
Print + Digital | Bloomberg Markets + Bloomberg com
Leverage the Sotheby's International Realty's cooperative advertising program with a placement in the brand's two-page ad.Includes bonus 100K impressions campaign on Bloomberg.com.
Print | Local Publications
Reach local audiences by placing an advertisement in sought-after publications such as Boston Magazine, Boston Common,Modern Luxury's Interiors,Boston Design Guide,and WellesleyWeston Magazine
INTRODUCTION
Clients around Massachusetts turn to Gibson Sotheby's International Realty after considering one key question: "Who can do the most for me?"
For most clients,their home is their most valuable possession We ensure it receives the expertise that it deserves Our goals are to help you achieve the highest price and to have the best client service experience
14 Laurel Road, Weston Sold | $4,125,000
Local Expertise
Locally owned and operated with a team of over 450 real estate advisors in 25 offices from downtown Boston to the shores of Cape Cod,Gibson Sotheby?s International Realty is uniquely positioned to serve buyers and sellers at all price points Our team is backed by numerous tools and resources and an in-house marketing team that empower our clients to reach their goals
441Glen Road, Weston Sold | $7,700,000
OurBrand, YourAdvantage
The Sotheby?s International Realty®brand is built on the centuries-long prestige of the world?s preeminent auction house Our unmatched reputation gives our listings the best-in-class exposure they deserve and it assures buyers they are working with experts they can trust no matter where they are in the world
Globally Connected
Sotheby?s International Realty is the only truly global real estate brand,with a network of residential brokerage companies in more than 81countries and territories.Through our personal relationships,our sellers reach a highly qualified global clientele
OurTrustedNetwork?
Our Trusted Network agents are committed to acting as a TRUSTED ADVISORto their own clients as well as those referred by brokers within the Sotheby?s International Realty network As a client of this group of leading real estate experts you have access to the expertise of dozens of members AROUND THE WORLD representing best in class properties and the HIGHEST LEVEL OFSERVICEto their clients
50+TopProducersinKeyMarkets
New York City | The Hamptons | Greenwich | Miami | Brooklyn | Los Angeles | Boston
Washington DC | Charleston | Lake Tahoe | Turks & Caicos | Bermuda | Bahamas
Vancouver | London | French Riviera | Mallorca | New Delhi | San Miguel De Allende
HighlyCuratedNetworkof Agents
Clients have access to the expertise of dozens of OTN members around the world representing best in class properties and the highest level of service.Experience and deep local knowledge are what we promise
ExclusiveListingExposure|ourtrustednetwork.com
Our website showcases all OTN agent listings giving your property exclusive reach that no other agents can provide.This online presence extends across all OTN social media channels as their followers and global reach grow daily
AUnique Collaboration
The properties represented by our network are exclusively promoted to the affluent clients of Sotheby?s auction house through client events,signature publications,digital newsletters,and on Sothebys com
Exceptional Marketing
We believe that exceptional properties deserve exceptional marketing To maximize property exposure,our team of marketing experts works closely with our agents to form strategic marketing plans to showcase your property through a local,national and global lens.We leverage print,digital, public relations and social media to maximize exposure
Brilliant Photography & Video
The art of marketing your home begins with brilliant photography and videography Our goal is to make buyers feel emotionally connected to a property before they even step through the front door.To elevate the consumer experience,we also offer drone photography, 3D virtual reality tours and detailed floor plans.
60 Buckskin Road, Weston Sold | $6,590,000
Exclusive Partnerships, Superior Exposure
The exposure and worldwide reach of our listings sets us apart. We partner with media powerhouses to introduce your home to discerning audiences worldwide We complement those efforts with targeted digital and print advertising plans that are often exclusive to Sotheby?s International Realty In addition to your home being showcased on SothebysRealty.com,it will also be marketed on more than 100 local Sotheby?s International Realty®websites
Public Relations
Sotheby's International Realty is the most profiled company in the press Our public relations team fosters relationships with leading media outlets to achieve two objectives: increase traffic to our website and generate exposure for our listings
Our agents and their listings frequently appear in notable publications such as BostonMagazine,The Boston BusinessJournal,The Cape CodTimesandThe Wall Street Journalamong many others.
Source: Meltwater,January 1,2021? December 31,2021
Press Share of Voice
Reach Volume 32% 23% 13% 28% 15% 14%
2022
SocialMedia
We craft exclusive social media content for people passionate about fine living Our Gibson Sotheby's International Realty channels have more than 15K followers viewing our content on Instagram,YouTube,Facebook,and LinkedIn
Our properties also may enjoy exposure on the Sotheby's International Realty channels With a growing number of more than 850K followers viewing our content on Instagram, YouTube,Facebook,Pinterest,LinkedIn,Twitter,WeChat and our popular RESIDE®Blog The Sotheby's International Realty's award-winning YouTube channel has more video views and subscribers than any other real estate brand
WebsiteExposure
Every property we represent will be displayed on our localized website, GibsonSothebysRealty com In addition,properties will be featured on SothebysRealty.com.Recently enhanced,SothebysRealty.com is now in 14 languages/dialects ? engages millions of buyers to immerse themselves in your home via high-resolution photography,3D virtual reality tours and ultra high-definition videography Listings from around the globe can be accessed seamlessly on any device and mobile users can directly text a sales associate from any listing page.
Half of all site traffic comes from outside the United States,showing the true global reach of our listings.
PropertyDistribution
The exposure and worldwide reach of our listings is a crucial piece of what sets us apart from the rest of the industry Our global media partners include the most authoritative news,lifestyle,and financial voices,as well as real estate-centric websites Once a home is showcased on sothebysrealty com,it is exclusively distributed to more than 100 Sotheby?s International Realty affiliate websites around the world
Road, Weston Sold | $3,151,000
Road, Sudbury Sold | $4,895,000
41Hillcrest
41Plympton
We...
Leverage our brand?s heritage and sophistication
Connect with affluent consumers who share our vision. Go above and beyond to meet clients?needs
Offer the only true,worldwide luxury real estate network.
Partner with leading media to obtain the best exposure
Provide unparalleled reach to qualified buyers and sellers
Showcase every listing with the highest quality production
Utilize the latest technology for even greater impact
Deliver a singular client experience.
DOING MORE IS OUR DISTINCTION.
©2022 Sotheby?s International Realty All Rights Reserved Sotheby?s International Realty is a registered trademark and used with permission Real estate agents affiliated with Sotheby?s International Realty, Inc and some independently owned offices are independent contractor sales associates and are not employees of Sotheby?s International Realty Equal Housing Opportunity
