M A R K E T I N G
P R O P O S A L
900 LOST CANYON
presented by KUMARA WILCOXON Kumara Wilcoxon leads and influences the Austin residential real estate market. As one of Austin’s top Luxury Real Estate Agents, Kumara consistently ranks among Austin’s select multi-million dollar producers. As number one producer company wide for Kuper Sotheby’s three consecutive years in a row, selling over $400 million in the last five years. Honored by Austin Business Journal as a top producer and distinguished as a member of Austin’s Elite 25, her connections to the top 1% of the industry allows her the privilege of access to the best properties, many of which are never listed in the highly competitive Austin luxury market. Relationships form the basis for Kumara’s success. Her first priority is always open, honest communication with her clients. Finding the right property, or selling a home always has its rewards, but for Kumara, a life long relationship with a client brings her genuine personal satisfaction.
CARSON PASCAL Carson Pascal is a real estate agent in Austin, specializing in the representation of international, relocation, and local clients. She is also focused on helping first time home buyers seamlessly navigate the unfamiliarity of a real estate transaction. Her clients attest to the personal service and understanding of unique preferences that she has to offer. Her ability to utilize market data enables her clients to make informed decisions. Carson has helped clients find their dream homes as well as acquire attractive investment opportunities, often in the same transaction. Additionally, Carson’s strong negotiation skills have proven essential in today’s market which consistently features off-market transactions and multiple offer dynamics. Beyond Carson’s deep understanding of the Austin market, her personability and communication style sets her apart. Carson practices sincere and active two-way communication, which has led to a strong network of clients and fellow realtors. Furthermore, she values every client relationship and enjoys being an ongoing resource for them.
SOTHEBY’S MARKET LEADERS
Kumara is a member of the exclusive Sotheby’s Market Leaders group, consisting of the top players in the Sotheby’s network in over 40 markets. As a group, they participate in promoting all member’s properties on their websites, social media and other marketing initiatives.
KUPER SOTHEBY’S INTERNATIONAL REALTY Kuper Sotheby’s International Realty was formed in 1972 under the leadership of Charles Kuper, Jr. and his family. A new strategic partnership was formed in 2012 when Kuper Sotheby’s
OUR COMPANY
International Realty merged our San Antonio brokerage with Capital City Sotheby’s International Realty, the local Austin affiliate. In 2014, Kuper Sotheby’s International Realty and Capital City Sotheby’s International Realty merged with Amelia Bullock Realtors in Austin, founded in 1969 by Amelia Bullock and Barbara Wallace. Together, the three brokerages have unified under the Kuper Sotheby’s International Realty brand. This, combined with our relationship with the premier Sotheby’s International Realty brand, affirms our commitment toward providing a superior level of service, marketing and expertise in San Antonio, Austin, New Braunfels, Boerne, and around the world. It is our mission to be the leader of Lu xury Real Estate in Texas by providing service that exceeds expectations, delivering knowledge that surpasses the competition, and presenting progressive marketing and innovative technology that outperforms the industry demand.
A UNIQUE COLLABORATION Our alliance with Sotheby’s is our unique difference. Building on
OUR BRAND
the centuries-long reputation of the preeminent auction house, the Sotheby’s International Realty brand is recognized globally. Our legacy of quality service and expertise is unmatched. The properties represented by our network are exclusively featured in Sotheby’s auction house marketing programs including high-profile client events, plus showcased in their signature publications, digital newsletters, and on sothebys.com. Our brand ’s referral program helps enhance revenue potential for both real estate and auction consignments by connecting our network members all around the world. So while our brand is uniquely local, our reach is global and that means more exposure that connects sellers with qualified home buyers all around the world.
YOUR
bespoke
MARKETING PLAN
STRATEGIC QUIET L AUNCH An initial marketing strategy can be based on generating private, select exposure through our unique channels. This would delay or eliminate the need to do a public marketing launch. The following steps would be executed for the property:
1. Professional Architectural Photography 2. Combination Lifestyle & Property Video 3. Custom Website 4. Lu xury Video Brochures for Strategic Direct Mail 5. Custom Premium Property Brochures 6. Pitch story exclusive to Sotheby’s International Realty Public Relations Department 7. Private e-mail campaign to top Sotheby’s International Realty Brokers and Top Texas Brokers
FULL MARKETING LAUNCH A separate marketing strategy can be based on leveraging our proprietary marketing opportunities locally, nationally, and globally that are only available to Sotheby’s International Realty affiliates. The following steps would be executed for the property over the next 12 months:
1. Architectural Photography 2. Combo Lifestyle & Property Video 3. Public Website 4. Lu xury Video Brochures for Direct Mail 5. Sotheby’s Exclusive Global Property Syndication 6. Custom Property Brochures 7. Pitch story exclusive to Sotheby’s International Realty Public Relations Department 8. E-mail to top Sotheby’s International Realty Brokers in the country 9. E-mail campaign to top local brokers 10. Local Press Release 11. Private, Invitation-Only Broker Event
12. Facebook Advertising 13. Lu xury Home Magazine Spread 14. Austin CultureMap Advertorial 15. Back Cover Tribeza Magazine 16. Sotheby’s Auction Client Newsletter 17. 1,000,000 Impressions Digital Advertising Program 18. Kuper RESIDE Magazine Cover & Feature 19. New York Times Print Ad 20. Postcard Direct Mail campaign 21. Wall Street Journal Print Ad 22. LIVE ATX Wall Street Journal Insert Cover & Feature 23. Austin Business Journal Home of the Day Advertorial 24. Sotheby’s Magazine & Sotheby’s Preferred Print Ad
PL AN DETAILS
and
VALUES
PRINT OPPORTUNITIES
P R E MIUM VIDEO BROCHURES FOR D IR ECT MAIL / / $2, 20 0 VALU E Video brochures create a compelling experience by combining an auto-play property video within a stunning package. These video brochures can be mailed to select individuals, along with other marketing collateral about the property, to give the recipient an experience that a still photo can’t convey on its own.
CUSTO M PRO PE RT Y BR OCHURES / / $500 VALUE We will craft a refined, magazine-quality brochure that articulates your property’s unique features and history. A high-end property brochure is vital to the marketing plan for a property as it will often be the one item a potential buyer takes following a showing, and therefore will be representative of how they remember the property.
LUXURY HO M E M AGA ZINE 2-PAGE SP READ / / $4,00 0 VALU E As the largest publisher and network of luxury real estate publications nationally, Luxury Home Magazine is devoted to presenting the highest quality homes available to their readers in San Antonio and the Hill Country. Direct mailed to the area’s most affluent households, the exposure offered is ideal for a property of this stature.
T R I B E ZA M AGA ZINE BACK COVER & INTERIOR AD // $5,0 0 0 VALU E Tribeza has curated the very best of Austin art, culture, style and happenings for a loyal audience of educated and affluent local tastemakers. Our reputation as the city’s favored source for intriguing discoveries of both people and places has grown alongside Austin’s stature on the national and international cultural scene.
K UP E R RES IDE M AGA ZINE COVER & FEATUR E / / $6,50 0 VALU E Reside Magazine will have its inaugural issue published in partnership with The Wall Street Journal in March 2019. It will feature custom content from the highly regarded writers of The Wall Street Journal especially curated for the Sotheby’s International Realty brand, along with local content and listings in our market.
SOT H EBY’S CO O PE RATIVE ADVERTISING ( NEW YORK T I MES & WALL ST REET J O U RN AL) // $764.50 & $715.0 0 VALU ES The Sotheby’s International Realty property advertising program leverages high-profile, global media partners and offers targeted reach and vast worldwide exposure. Our property advertising program offers pre-negotiated, exclusive advertising rates for select quality placements by leveraging the strength of the Sotheby’s International Realty network.
L IVE AUST IN WA LL STREET JOURNAL INSERT / / $1,750 VALU E This insert promotes your property within the Wall Street Journal in a beautiful, oversized format exclusive to Kuper Sotheby’s International Realty. The multi-page insert includes a combination of hyper-local editorial content as well as a Kuper Sotheby’s International Realty property gallery.
SOT H EBY’S M AGA ZINE & SOTHEBY’S PR EFERRED AD // $1,0 0 0 VALU E Sotheby’s Magazine is the literary collaboration presented by the Sotheby’s International Realty brand and Sotheby’s. This stunning large format magazine enriches readers with sophisticated content related to the art and real estate worlds. Sotheby’s Magazine features editorial showcasing Sotheby’s International Realty listings.
DIGITAL OPPORTUNITIES
CUSTO M W E BS IT E // $2,500 VALUE Special homes deserve their own corner of the Internet — at least, that’s what buyers will think when they come across your single property site, a place dedicated solely to one property where you can customize the audience’s entire experience. Single property sites allow us to provide more information on the listing in a bespoke space.
SOT H EBY’S E XCLUS IV E GLOBAL PR OPERT Y SYND ICAT I O N // $1,0 0 0 VALU E The Sotheby’s International Realty brand partners with and distributes properties to the most significant media companies and real estate-focused websites in the world in order to increase exposure and drive the online consumer back to the rich content on sothebysrealty.com.
E- MA I L CA M PA IGNS // $1,000 VALUE We can share your property in a professional and concise method with an e-blast, and relay the message to our Kuper associates, local REALTOR® boards, top Texas brokers, and elite Sotheby’s International Realty companies and brokers across the country.
FAC E BO O K A ND INSTAGR AM ADVERTISING / / $2,00 0 VALU E The Facebook ad platform offers us an unrivaled rich, diverse, and deep level of ad targeting options no other advertising platform can provide. This allows us to reach our ideal target customer very efficiently and not waste ad dollars showing to people that are not interested in your property.
CULT U RE M A P A DVE RTOR IAL / / $1,200 VALUE CultureMap is a network of local lifestyle sites delivering daily news and recommendations. CultureMap and Kuper Sotheby’s International Realty have partnered to create a premier digital advertising opportunity called Haute Property that showcases a property in every way on CultureMap’s website.
SOT H EBY’S AUCT IO N CLIENT NEWSLETTER / / $1,980 VALU E Sotheby’s Selects is a weekly email newsletter featuring the best auction content including videos, slideshows and articles. It is sent to a global audience of 200,000 including Sotheby’s Preferred clients. We use this email tool to send a personalized message to the most important and qualified buyers.
SOT H EBY’S INT E RNATIONAL R EALT Y 1,000,000 IMPRESS I O N PRO GRAM //$2,887.50 VALU E The One Million Impressions program is a customized banner advertising program with guaranteed impressions and click-through’s. Through beautifully detailed property photos, your listing can be customized to showcase your property’s unique selling features, allowing you to target by country, region, state, city or zip code.
AUST I N BUS INESS JOURNAL HOME OF THE DAY / / $750 VALU E The Austin Business Journal features local people and decision makers who are leaders in their business communities. Home of the Day is a unique opportunity to showcase your high-end property all month to affluent home buyers in the Austin market through the Business Journal Online.
AGREEMENT TERMS Terms: Suggested Listing Period: One Year Brokerage Fee: 6%
Process: Points of contact: Kumara Wilcoxon, Your Agent J Kuper, Owner/Broker Melissa Webb, Sales Manager Kristin Zwiener, Director of Marketing
We will provide regular updates on the market, showings, weekly analytical reports, and fulfillment of the agreed-upon marketing plan.
