Marketing Ideal Plan by Lenihan Sotheby's International Realty

Model Marketing Strategy

Suggested marketing roadmap

Before beginning your marketing journey...

Before you are able to conquer your marketing goals, you will need to build a foundation Starting with picking your target audience and defining what is the best way to get to them and finishing with executing and budgeting out your year to reach your marketing match.

Who

Personallydefinedandtargetedgrouporgeographicarea

Ex NortonCommons,St Matthews,Shelbyville,etc

What

Updateyourdatabase -Googlesheets -ActivePipe -Xpressdocs

Createanannualplanwithcommittedspending

Where

Defineyourcommunicationchannels -SocialMedia(photoandvideo) -ActivePipeEmail -Postcards

-PrintAdvertising -SocialActivities

Definewhereyouwouldlikeyourclientstoland -Aparticularpropertyaddress

-Yourpersonalsocialmediapages -TheLSIRwebsite -Personalwebsite

When

Curateyourcontentbasedontheabovetasksandwhatisrelevantduringthattimeofyear -Lifestyle -Luxury -AgentResume/Bragging -SpecificProperty

Model Marketing Strategy

CONTENTS

Print Marketing

Magazines

Postcards

Brochures

Brag Sheet/ Agent Booklet

Digital Marketing

Social Media Images

Social Media Videos

Digital Marketing Ads

Active Pipe Email Newsletters

Unique Marketing

Fundraisers

Closing Gifts

Client Appreciation Gifts

Client Appreciation Events

What Now?

Ideal Yearly Plan

Marketing Checklist

Marketing Match

Postcards

KITCards

KIT Cards are meant to keep your client base engaged with your status as a realtor and provide useful and interesting content to share in the form of a postcard.

BragSheetMailers

A way to give your client base and farming neighborhoods updates on your activity over the years. Can be in Postcard size or a full page mailer

RecentlySoldPostcards

An automated way to keep neighborhoods up to date with your activity near them and urge them to contact you if they are in need of real estate assistance.

Large Postcard - $0.85/card

XL Postcard - $0 96/ card

FarmingPostcards

Destination postcards, brand distinction postcards, or Buyer in your area postcards.

Property Brochures

2 Page Brochure

A simple and inexpensive way to show 2-7 highlight photos and a brief description of your property.

$2 08 per brochure (25 minimum)

4 Page Brochure

A more luxurious way to show off your property by showing off 6-9 photos and a more detailed description and highlights of the property

$4.09 per brochure (25 minimum)

Brag Sheet/Agent Booklet

Brag Sheet

A front and back flyer to give to clients at listing presentations to showcase yourself in a luxurious way and all that you can bring to them with the help of the brand. Includes Significant sales and notable statistics that differentiate you from other realtors.

2-Sided Flyer - $0 30/each

Agent Booklet

Another way to market yourself and all that you and the Sotheby's brand can offer to your clients. Includes significant sales, testimonials, and information about yourself.

Social Media ADP's

Automated Digital Postcards

Complimentary posts that will survive the entirety of your listing. Show your followers your new listings, Open House times, and how to take a Virtual Tour of your property!

These posts are complimentary to you and already properly sized for your social media accounts.

Instagram Reels and Walkthrough Video Highlights

Instagram Reels

Another way to showcase your listings is through Instagram Reels. Take video walking through your newest listing and talk about some features of the home or just add some catchy and trending music to the background to instantly drive up views and your marketing on a property.

Digital Ad Spots

Mobile Interscroller Ad- BF

Only mobile (phone or iPad) viewing of Business first but a great way to get your ty in front of a large audience. Able to be purchased and changed out monthly.

$3,524 per month

Banner Ads- BF

Desktop viewing and mobile viewing. Able to be purchased by the Agent and created by Marketing. These ads can be changed out and purchased on a monthly basis and will run for the entire month.

XL Banner - 75,000 Impressions $3,810 per month

Newsletter- BF

Afternoon or morning newsletters that run for an entire week. Ads will be created by the marketing department but purchased by the agent. Afternoon or Morning

Breaking News Package on

Email that is sent out daily (or more) with updates about local businesses in Louisville.

3 Month Package ............

6 Month Package

$13,300 ($4,433 per month)

$24,000 ($4,000 per month)

12 Month Package $44,000 ($3,366 per month)

Louisville Live Digital Magazine

A digital copy of the relocation guide with customized ads and featured listings

12 month commitment

Pro (6 pages of custom content)

$165 per month

Expert (10 pages of custom content) ......... $249 per month

Active Pipe Emails

Email Newsletters

Email newsletters can be sent out monthly with content provided by the Marketing department, market or neighborhood updates, and featured properties

Just Listed Email

Send out emails to your clients showcasing new listings and recently closed properties.

Unique Marketing Ideas

Sponsoring Fundraisers

Sponsor Neighborhood auctions, charity events, or neighborhood events to get specific areas engaged.

Closing Gifts

Bring Closing Gifts to your clients Gifts can be unique to your clients or you can check out the Swag SIRcle store to find some unique branded gifts to bring your clients.

Client Appreciation Gifts

Deliver cookies, offer pies to your neighborhood, or send out birthday gifts to your clients to let them know you appreciate them and are thinking of them!

Client Appreciation Events

Sponsor events for your clients to show them your appreciation! Neighborhood block parties, family photoshoots, or coffee and conversations!

Ideal Yearly Plan

January

Year in Review KIT Card

February

ActivePipe Email Newsletter

March

Derby KIT Card

July

Mid-Year Market Update

August

Football KIT Card

September

Monthly Newsletter

April

Neighborhood farming newsletter

May

General Farming Postcard

June

Sponsor an event or send client gift

October Farming Postcard

November

End-of-year market report email

December

Client gifts or Christmas/Holiday cards

To do all year...

Social Media

Update client databases

Ad spots (digital or print)

Update Brag Sheet/Booklet yearly

Marketing Checklist

Assess this ideal marketing checklist and aim to match

Print Marketing

Magazines

Postcards

Brochures

Brag Sheet/Agent Bookelt

Digital Marketing

Social Media Images

Social Media Videos

Digital Marketing Ads

Active Pipe Email Newsletters

Unique Marketing

Fundraisers

Closing Gifts

Client Appreciation Gifts

Client Appreciation Events Every

Marketing Match

With our newly improved, marketing match program, see what kind of marketing will count towards your match that you can use on any marketing of your choice in the future

Reminder - you must give the Marketing Department receipts from your approved spendings and we will cover the invoice, we will not reimburse.

Included

Full color ads in local media (SL, BF, Tops, Voice) or national media

Full color ads in church bulletins, school programs, social & philanthropic organization

newspapers (at least 1/2 a page)

Farming, KIT (Keep in Touch), new listing, and additional sold postcards

Website subscriptions (Luxury Presence)

Printed newsletters, market stats, etc

Agent promotional branding (Events, Sponsorships, Brag book, promotional videos, etc )

Social functions specifically promoting neighborhood and reinforcing LSIR's brand image

Personal photography (lifestyle photoshoots)

Boosting social media posts & digital advertising

Not Included

Advertising in publications featuring political or social editorials

B&W church bulletins

B&W school programs where ad is smaller than 1/2 a page

Business cards

Property brochures

LSIR branded signs or merchandise

Lead generation software or websites (CRM's)

Subscriptions or Consulting Fees

Open House expenses

3rd party board meetings

Closing gifts

How to Reach Gold

Here is a rough estimate of a way to reach $12,000 in spending. This can be pieced together in many ways, this is just an example.

January

New Agent Brag Book $140

BF Ad $1700