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ESTATE MARKETING PLAN
JILL PENMAN GROUP
3467 N MOORINGS WAY
+ CONTENTS § § § § § § §
The Power of ONE Sotheby’s Listing Positioning & Lifestyle Marketing Global Traditional Marketing Global Digital Marketing Local Traditional Marketing Local Digital Marketing My Commitment to You
+ THE POWER OF ONE SOTHEBY’S Since its debut in 1744, Sotheby’s Auction House has evolved into the luxury go-to for prestigious possessions from jewelry to antiques. Its name translates around the world. Sotheby’s counts nearly three quarters of Forbes’s 100 richest people, more than half of its richest Americans and all dozen of its billionaire art collectors among its clientele. Through this rare level of brand recognition and global footprint, ONE Sotheby’s International Realty is able to match the most coveted properties with International and local buyers. I will use this unique network of connections to the perfect target buyers to market 3467 N Moorings way including: §
Personal calls to introduce this property from myself and ONE Sotheby’s founder and President Mayi De La Vega to our international network of other influential Sotheby’s regional presidents and top international agents.
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Placement of the property on digital screens in Sotheby’s offices all over the world with personal visits to Sotheby’s in New York, London and Paris.
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Distribution of property brochures to all Sotheby’s offices for agents to share with their top clientele.
+ LISTING POSITIONING & LIFESTYLE MARKETING There is an art to selling fine Estates. Just as an art gallery positions and places art, I will position your property to place it in its finest light and to showcase it’s unique value. Every home is different, so a “one size fits all” approach common in real estate simply does not work to successfully sell. My approach is simple and intuitive, yet highly effective. I focus on the lifestyle that a home can provide, while highlighting the facts and features. It is this benefit focused marketing vs. facts and features that proves to be so successful in many other industries. I call it lifestyle marketing which is simply marketing your listing based on the interests, values, attitudes and way of life of the buyer segment we are targeting. I show how it feels to inhabit the space and what kind of lifestyle the property might embody living in Coconut Grove and more specifically the Moorings community. Lifestyle marketing is all about creating stories. Storytelling is the most powerful and natural form of human communication and has been the key tool for advertisers since the craft began. We quickly do an assessment of your home and begin to craft the story of your home. For me specifically, I already have a built in passion and understanding of the property since I was part of the initial listing with Jenny Peters once she completed the lengthy renovation and rebuild. The most powerful form of lifestyle marketing is the listing movie. Rather than a video tour or a still shot slideshow, I bring the home to life in a mini movie: actors, storyline and all. I am the very 1st Realtor in South Florida to employee this powerful approach to marketing your home in the most unique way possible. For more information and a listing movie sample visit: http://www.jillpenman.com/our-marketing-approach/ For a great Wall Street Journal article on this new approach to marketing visit: http://online.wsj.com/news/articles/SB10001424127887324823804579016701333363072
+ GLOBAL TRADITIONAL MARKETING I will list your estate in a number of top International print publications: § § § § § § §
Sotheby’s International Realty RESIDE Magazine Sotheby’s At Auction Magazine Wall Street Journal New York Times Home Section Robb Report Collection Robb Report Exceptional Properties Luxury Property Magazine
+ GLOBAL DIGITAL MARKETING In addition to being featured on standard listing sites such as Trulia, realtor.com, homes.com, homefinder.com, zillow.com and yahoo homes your property will be featured in the most exclusive web and mobile placements available including: § § § § § § § § § §
Sothebysrealty.com HistoricpropertySIR.com–Historic Estates more than $1.6 billion WORLDWIDE The Wall Street Journal Real Estate Section The New York Times Real Estate Section Architectural Digest “On the Market” The James Addition BBC “Living In” Website Bloomberg Markets Portal for Financial Professionals The Telegraph’s “ World’s Most Extraordinary Places” propGOLuxury.com
+ LOCAL TRADITIONAL MARKETING & EVENTS As soon as I list your home we use an ongoing list of locally focused marketing tactics to promote the sale your Moorings home: § § § §
25,000 + Just Listed Mailers Delivered Miami Herald Advertising Locally focused ONE Sotheby’s publications such as ONE life and Trends Local Luxury Magazines like Ocean Drive Magazine, Haute Living, Miami Magazine, Las Olas, etc.
We also have a presence at the targeted local events like Art Basel, Wynwood Art Fair, Ft Lauderdale / Miami Boat & Yacht Shows, Sony Open Tennis Tournament, South Beach Wine and Food Festival and others which are always attended by international visitors. If you are agreeable, I will also pitch your home as a venue for very intimate upscale events like a Masters Chef Series Dinner or Slow Food Hidden Kitchen Event. I am currently hosting a 30 person event with Danny Grant from Chicago, 2-Michelin-Starred Chef in my newly listed Arquitectonica home around the corner from your estate.
+ LOCAL DIGITAL MARKETING I maintain a very focused local digital presence with a significant engaged following. I am very active providing news, neighborhood information, social connections, and local engagement across my digital properties including: Jillpenman.com Facebook Twitter YouTube Instagram I will create a feature series for your home, writing frequently about special features or unique aspects of the Estate.
+ MY COMMITMENT TO YOU § To explore every available marketing option at my disposal to expose your property to an international global audience § To be hands on, only I will show your home and hold your broker open houses (upon your approval) § To be fast and responsive to your needs and proactively keep you informed of progress on an ongoing daily or weekly basis with constant feedback § And most importantly, to successfully bring this Estate to the closing table at a price that you are motivated to sell at in a very timely fashion