MARKETING OVERVIEW and
PROPOSED PLAN 94 Black Horse Lane | Cohasset, MA 02025
Prepared by: Lynne Minchello
We believe that exceptional properties deserve exceptional marketing.
To maximize property exposure, your listing broker will work closely with our team of marketing experts to form a thoughtful strategy that showcases your home through a local, national and global lens. The following outlines a comprehensive overview of marketing possibilities available to you through Gibson Sotheby’s International Realty.
COMPREHENSIVE MARKETING OVERVIEW Print Marketing Gibson Sothebyʼs International Realty o:ers a variety of print marketing options that highlight key features of your home and generate exposure, including pieces to share with prospective buyers and targeted mailers
• Custom 2 - 8 Page Brochure • Direct Mail Postcards - Introducing • OLce Window Displays Digital Marketing Gibson Sothebyʼs International Realty provides several unique email campaigns to promote your property to a variety of audiences.
• Coming Soon/Introducing Email Blast • Public/Broker Open House Email Blast • Monthly eNewsletter • ʻCollectionʼ Email Blast: Promotes New Listings, Open Houses, and Price Adjustments • Custom 2 - 8 Page Brochure, showcased digitally on Issuu • Take professional property Videos and/or 3D Matterport Tours Social Media Marketing Through targeted social media advertising, we have the potential to capture an extended audience outside of our own network. Gibson Sothebyʼs International Realty o:ers a variety of social media opportunities to further promote a property.
• “Introducing” awareness-based advertisement is run once listing is publicly launched, which
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utilizes Social Ad Engine, an exclusive tool that Sothebyʼs has created in partnership with Facebook that will best showcase the listing to the most desirable audiences • All advertisements on Facebook/Instagram feature a mix of photography, drone footage and video Additional Social Ad Engine Facebook/Instagram Campaigns
• Generate Leads, Awareness, Drive Web TraLc
• Organic Social Media Posts • Agent Social Media Channels • GSIR Social Media Channels – Facebook, Instagram, Twitter, LinkedIn
Advertising Opportunities Gibson Sothebyʼs International Realty partners with an array of regional and national publications allowing agents to place both print and digital advertisements with preferred pricing. Your home could potentially appear in the following newspapers/magazines: Local Magazines
Local Newspapers
National Publications
• Boston Magazine
• The Boston Globe
• New York Times
• Harvard Magazine • Boston Common Magazine
• Boston Homes • South Shore Real Estate Insert • Milton Times
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Wall Street Journal Financial Times Robb Report And More…
Online Distribution Listings are shared on some of the most authoritative news, lifestyle, cnancial, and real estate-centric websites. Your home will appear on the following websites, plus many more: • SothebysRealty.com • Boston.com • Realtor.com
• NewYorkTimes.com • FinancialTimes.com • LP-LuxuryProperties.com
• Trulia.com • Zillow.com • Juwai.com
• WallStreetJournal.com
• HomeFind.com
• IHT.com and more
Community EIorts In addition to private tours and public open houses there may be opportunity to join forces with the local brokerage community to increase exposure of your property and reach potential buyers.
• “Open House” Tour
• Luxury Property Tour
• Sponsored Open House
Public Relations We will promote extraordinary listings with unique features to local writers for potential coverage in print and digital publications.
Proposed Plan for 144 94 Black Horse Lane ProposedMarketing Marketing Plan: Adams Street,
I N I T I A L P R E PA R AT I O N O F P R O P E R T Y Timing: Pre-MLS Launch
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Insert company-branded signage on the property Prepare home for photography and showings (may include removal of some furniture, staging etc.) Take professional photography, including interior and exterior shots Create multi-page brochure to distribute at showings and open houses Potentially take professional property video or 3D Matterport Tour Potentially create professional floor plans Potentially create customized website
PROPERTY LAUNCH T i m i n g : We e k o f l a u n c h o f M L S
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Submit property to MLSpin to reach the local brokerage community Feature property on Sotheby’s International Realty’s and Gibson Sotheby’s International Realty’s websites Property will be distributed to our global property marketing partners, comprised of the most authoritative news, lifestyle and financial voices such as the New York Times, Juwai.com, Zillow, The Wall Street Journal and many others
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Lynne to share the property via email and calls to individual sphere of influence Send “Introductory” email to local brokerage community and GSIR network Mail “Just Listed”direct-mail postcard to a targeted list of potential buyers Highlight property on Gibson Sotheby’s International Realty’s weekly themed “Collections” email blast, promoting the property to nearly 7,500 consumers, 3,000 agents in Boston and surrounding towns as well as the Gibson Sotheby’s International Realty network of nearly 300 agents
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Run Facebook/Instagram “Introducing” advertisement leveraging Social Ad Engine
ON-GOING MARKETING EFFORTS Timing: Post MLS Launch Final Dates TBD
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Feature property in numerous office windows to generate awareness, including a “Jumbo Feature” in the Hingham GSIR office display (upon reopening of the GSIR offices)
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Showcase the property on the Gibson Sotheby’s International Realty’s social media channels — Facebook, Instagram, Twitter and LinkedIn with a combined reach of 10K+ followers
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Advertise the property in relevant local print publications including South Shore Paper, Boston Homes, Hometown Weekly, etc.
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Advertise the property in high-tier, targeted publications as needed