M A R K E T I N G
P R O P O S A L
FOUR SEASONS #601
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, Kumara sold over $52M in 2015, $65M in 2016 and $95M in 2017. 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.
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. Custom Premium Property Brochures 5. Pitch story exclusive to Sotheby’s International Realty Public Relations Department 6. 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. Sotheby’s Exclusive Global Property Syndication 5. Custom Property Brochures 6. Pitch story exclusive to Sotheby’s International Realty Public Relations Department 7. E-mail to top Sotheby’s International Realty Brokers in the country 8. E-mail campaign to top local brokers 9. Local Press Release 10. Private, Invitation-Only Broker Event
11. Austin CultureMap Advertorial 12. Back Cover Tribeza Magazine 13. Sotheby’s Auction Client Newsletter 14. 1,000,000 Impressions Digital Advertising Program 15. Facebook Advertising 16. New York Times Print Ad 17. Postcard Direct Mail campaign 18. Wall Street Journal Print Ad 19. LIVE Wall Street Journal Insert 20. Austin Business Journal Home of the Day Advertorial 21. Sotheby’s Magazine & Sotheby’s Preferred Print Ad
PL AN DETAILS
and
VALUES
PRINT OPPORTUNITIES
CUSTO M PRO PE RT Y BROCHURES / / $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.
T R I B E ZA M AGA ZINE AD / / $5,000 VALUE 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.
R ES I D E M AGA ZINE // $6,500 VALUE Reside Magazine will have issues published in partnership with The Wall Street Journal in March 2020. 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 the issue’s 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 STR EET 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 ZIN E & SOTHEBY’S PR EFERRED A D // $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
P R E MIUM PRO PE RT Y VID EO / / $5,000 VALUE The Premium Property Video creates a compelling experience of the property’s luxury lifestyle. Providing high quality interior and exterior video footage, we maximize the impact of the listing and the overall viewers experience before one steps into the home.
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.
FACE BO O K A ND INSTAGRAM 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.
SOT HE BY’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 HE BY’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 IN 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 Caroline Timmins, Director of Marketing
We will provide regular updates on the market, showings, weekly analytical reports, and fulfillment of the agreed-upon marketing plan.
