MARKETING C O N S U LTAT I O N
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CONTENTS ABOUT NANCY BAKER ................................................................................................................................... 4-5 OUR MISSION, VISION, AND CORE VALUES ........................................................................................... 6-7 THE POWER OF A GLOBAL BRAND ........................................................................................................... 8-9 THE RE/MAX COLLECTION ...................................................................................................................... 10-11 COMMITMENT ........................................................................................................................................... 12-13 MARKETING YOUR PROPERTY .............................................................................................................. 14-15 1 | PROFESSIONAL PHOTOGRAPHY ....................................................................................................... 16-17 2 | LISING YOUR PROPERTY ..................................................................................................................... 18-19 3 | WEBSITES ................................................................................................................................................ 20-21 4 | TARGETED ADVERTISING WITH ADWERX .................................................................................... 22-23 5 | SOCIAL MEDIA ........................................................................................................................................ 24-25 6 | BRANDING ............................................................................................................................................... 26-27 7 | PRINT ADVERTISING ........................................................................................................................... 28-29 8 | UNIQUE MARKETING OPPORTUNITIES ......................................................................................... 30-31 OVERVIEW ................................................................................................................................................... 32-33
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ABOUT I am a Nashville Native, and love my hometown of Nashville, Tennessee. I spent the last 15 years in sales and marketing with some of the world’s largest brands – Pepsi, Mountain Dew, Frito Lay, Pedigree, and Skittles. I ran the streets of Middle Tennessee working the corporate world at Pepsi for 14 years, and spent a little over a year in a supply, chain, demand role at Mars Petcare in Franklin, TN. During my time in sales I was a top performer in my region reaching out to restaurants, universities, and leisure accounts. Contract negotiations, bids, marketing and pricing were just a few of my responsibilities, where I was up against some really tough competitors. My favorite wins at Pepsi were Tennessee State Parks, the Nashville Predators, and Fontanel Mansion but there was always one thing I truly loved most and it was talking to people who were new to the area about where to live. Anytime someone relocated to Nashville, management would always send them to me to so they learned where to live, eat, and go for entertainment. I enjoyed getting to know people, telling them stories about this great city and connecting them with places that they loved. After 15 years of the corporate world, I’ve decided to do something that I’ve always wanted to do – real estate. To take on the role of a real estate professional is really a dream come true for me. The reason why I chose RE/ MAX Homes and Estates is because of their brand recognition, exceptional marketing and stellar reputation. I was really comfortable over the years selling powerful and well-known brands, so it only made sense to affiliate with the RE/MAX Homes and Estates brand. I am thrilled to be working with clients who are venturing to buy and sell homes in Middle Tennessee, and I’m confident my previous work experience will make the process a seamless and positive journey for them.
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NANCY BAKER Realtor
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OUR VISION, MISSION, & CORE VALUES Our Vision Our vision is to lead the evolution of real estate by representing our company with sophistication and serving our clients with integrity, while leading a life of abundance.
Our Mission Cultivating and nourishing the life you have to create the life you want.
Core Values innovation • culture • expertise • transparency • reputation • technology • details
Sophistication
Integrity
Abundance
We stand for dignity and class while using education and experiences, as we serve our clients, families, community, and world.
We stand for honesty and upholding strong moral principles, as we serve our clients, families, community, and world.
We believe there is enough business and success to share with others, so we embrace collaboration, as we serve our clients, families, community, and world.
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THE POWER OF THE GLOBAL RE/MAX BRAND. Middle Tennessee welcomes more international buyers, becoming more and more diverse. Who else is better prepared to serve our market than the leader in global home sales? Over 115,000 RE/MAX agents across the globe bolster the company’s presence in over 100 countries and territories. We have created the perfect pairing of local connections and a global marketing reach. The website global.remax.com is viewable in over 40 languages, translating list pricing in nearly 60 currencies. With an average of 800,000 available properties displaying on the website and recording 3.2 million views in 2017, global.remax.com has become an international hub for buyers. Purchases by international buyers accounted for 214,885 of the residential properties in the United States last year. Let’s ensure your home is present in the global market. We are dedicated to connecting people and properties around the world.
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100+
3.2 Mil+
120,000
No. 1
Countries and
$102.6 Bil
Views on
of Homes Purchased
Agents
in Global
Territories
global.remax.com
by Foreign Buyers
Worldwide
Home Sales
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THE RE/MAX COLLECTION
Fine Homes & Luxury Properties
The RE/MAX Collection offers sophisticated services to affluent homebuyers and sellers around the world. This RE/MAX luxury home marketing program provides exclusive advertising incentives, specialized training and distinctive marketing tools to RE/MAX agents so they can better serve luxury clients. RE/MAX Homes and Estates, Lipman Group stands among the RE/MAX elite Collection offices. We specialize in luxury real estate; however, we excel in all ranges of the market with a belief that “luxury is an experience, not just a price point.� In addition, our affiliation suggests that our agents sell approximately 50% more luxury properties than the average agent. We are the luxury experts in the community, marketing The RE/MAX Collection to the highest degree.
To qualify for inclusion in The RE/MAX Collection property marketing, homes must be at least twice the average listing price in the zip code.
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COMMITMENT Let’s build a winning relationship.
We believe in working with you throughout the entire process from start to finish, and providing you with comprehensive, high-quality service. Our commitment... is to execute responsibilities in accordance with your transactions, including complete disclosure, loyalty, and accountability in line with the Tennessee Realtors Association code of ethics. Additional commitments include: • Research the market • Provide updated market reports • Transparent communication at all times • Negotiate on your behalf • Recommend professional service providers Your commitment... partners you with the most diligent and capable real estate professionals - and access to one of the most sophisticated and expansive marketing powerhouses available.
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MARKETING
We understand the unique value of a property and can offer a customized marketing plan that will provide the attention and exposure your property deserves.
1. PROFESSIONAL PHOTOGRAPHY
92% of buyers use the internet to search for properties. Be sure your property makes an amazing first impression.
2. POST YOUR PROPERTY ON MULTIPLE LISTING SERVICE (MLS)
In addition to listing your home on the MLS, we launch your property to dozens of websites & media partners.
3. WEBSITES
With over 90 million visits in 2017, remax.com is 1 of 4 high-traffic company websites on which your property will be featured.
4. ADWERX
Have you ever looked at something online and had ads from that company follow you? We can do this for your property.
5. SOCIAL MEDIA
Social media can be a valuable tool when selling a property. Facebook ads can target a specific type of buyer.
6. BRANDING
By partnering with the Number 1 brand in real estate, we protect our brand recognition when marketing properties globally.
7. PRINT ADVERTISING
We’ve partnered with some of the best Nashville print publications so your home will receive maximum exposure.
8. UNIQUE MARKETING OPPORTUNITIES
Stunning property brochures, dynamic email campaigns and more, our marketing team has you covered!
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PROFESSIONAL PHOTOGRAPHY 1
What is professional photography?
Professional photography does not include any shots by the real estate agent or any photos taken on an iPhone. The photos only come from a professional photographer so we can give buyers the best view of your home. Did you know that listings with professional photos/video sell for more money? Not only that, but they sell quicker. Did you know that 92% of homebuyers (according to realtor.org) use the Internet as part of their home search? That means that listing photos are a critical factor — it will determine the selling price of a home, how quickly it sells and whether it sells at all. This isn’t only about homes ranging above $1 million; this applies to all homes, at all price points. Keep in mind that with so much research performed online, a good photo can get a homebuyer through the door. Did you know that first impressions are essential? If homebuyers aren’t sold on the images that they see online, chances are they will move on. It can also affect their perception of a home prior to seeing it. Professional photography can help a buyer connect positive emotions with the property.
We think high-quality, professional photography is a key factor in selling a home. - RE/MAX Homes and Estates, Lipman Group
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2 LISTING YOUR HOME Once we have the professional photos ready to go, your property will be listed on the Middle Tennessee Multiple Listing Service, also known as the MLS, and we don’t stop there. RE/MAX has an automated listing syndication system that feeds your property to all the top websites, such as Zillow.com, Realtor.com, WSJ.com, and more. Feeding your listing directly from the MLS to third party websites ensures accuracy and web visibility. The RE/MAX system for listing syndication allows us to add additional writing to the property description and more photos on your property, if needed. This feature is great for every listing, but especially useful for luxury listings with stories to tell and numerous features to highlight. Presenting your listing properly online is vital, which is why we work with you to understand all the unique features of your home. To better understand your home, we offer a home book for you to fill out and share with us. With a clear understanding of all your home has to offer, a captivating written description and amazing photography, your home will be more likely to capture the attention of a potential buyer.
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3 WEBSITES lipmanhomesandestates.com
theremaxcollection.com global.remax.com
remax.com
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4 ADWERX Have you ever looked at a something online and noticed ads from that company or product following you around on the web? Adwerx will do just that - marketing your home to people browsing real estate related websites and showing them your ad – even once they’ve left those sites! Adwerx puts your listing where people spend their time, on Facebook and hundreds of other top websites. By targeting ads to the right location - either near the listing or in the zip code of your choosing - your property can be seen by the right people. Pretty cool, huh? Let’s work with technology to find a buyer for your property.
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MLS FIND ADWERX ADVERTISEMENTS ON PAGES LIKE: Target.com Countryliving.com Evite.com Pgatour.com Mlb.com 247sports.com Sports.yahoo.com Kayak.com
Hgtv.com Housebeautiful.com Athome.tv Yahoo.com Youtube.com Huffingtonpost.com Cnn.com Abcnews.com
Usatoday.com Foxnews.com Espn.com Washingtonpost.com Nbcnews.com Cbslocal.com Realtor.com Homes.com
Msn.com HomeFinder.com Weather.com Accuweather.com Startribune.com Worldnewsandwire.com Financearea.net Wallstcheatsheet.com
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Videography
Captivating Photos
Facebook Ads
RE/MAX SOCIAL MEDIA FOLLOWERS
149,000
86,400
18,200
93,900
457,300
8,000
54,000
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*As of July 2018
5 SOCIAL MEDIA It’s all visual. People are inherently visual beings, which explains why Facebook prioritizes posts with photography over basic text posts. Professional photography plays a HUGE role in marketing your home online. With 92% of buyers looking online for properties, you want your home to be represented in the best light possible with captivating photos and property videos. Drone photographs and video have become an important tool for real estate.
Advertising Our marketing team is committed to employing the most current social media advertising tools. Facebook ads can reach hundreds of potential buyers. Facebook and Instagram ads can be aimed at the buyers who are most interested in your property by targeting their location, household income, interests, age, and much more.
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6 BRANDING Consistency is key.
Consistency is key when marketing across our global network and fosters effective brand recognition. As the Number 1 brand in real estate, RE/MAX takes branding initiatives seriously. Our listings in London, Rome, Miami, and in Middle Tennessee receive the same industry-leading marketing efforts‌ and the same immediately identifiable RE/MAX logos.
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our media partners THE RE/MAX COLLECTION
LUXURY HOMES MAGAZINE
NFOCUS
YOUR WILLIAMSON
SOPHISTICATED LIVING
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7 PRINT ADVERTISING A plan to successfully market your home includes a combination of powerful interactive and print marketing efforts to generate additional consumer interest both locally and globally. We partner with some of the best Nashville publications to ensure that your property is advertised around the Nashville area to the right clientele. Our local advertising consists of full page ads in the first 20 pages of the publication. We offer co-op advertising to our agents, allowing them to buy a portion of our company fullpage ad or two-page spread advertisement. We work to ensure print advertising is effective and affordable in some of Nashville’s most exclusive publications. These are a few of the ways RE/MAX Homes and Estates, Lipman Group differs from other companies.
NASHVILLE • A TRUE SALEMTOWN GEM 4 BR, 3 Full BA, 1 Half BA | 3,603 SF 1823 3rd Avenue North | $799,998 Enjoy summer in Nashville on the expansive southern porches & balcony with ceiling fans. Open living floorplan on the main level with the finest finishes. Main level features the luxurious master suite. Host guests in the entertainment room with a wet bar on 2nd floor or the 3rd level bonus room/guest suite. Exquisite features include hardwood floors throughout, crown molding, high ceilings & stone countertops in baths & gourmet kitchen. Less than 5 minutes to downtown Nashville. Walkable neighborhood with nearby parks, restaurants & shops. Near the Nashville Sounds stadium and Nashville Farmers Market.
COLLEGE GROVE • BUILD YOUR DREAM HOME 10 +/- Estimated Acres 0 Bethesda-Duplex Road | $225,000 Follow the driveway through the property to the site of your future dream home. As you are cruising through the property, you will find beautiful rolling hills, a stream, and tons of privacy. The land is perfectly situated in an incredible College Grove location in popular Williamson County. Enjoy a variety of shops and restaurants in Cool Springs or visit charming Downtown Franklin, both within a 25 minute drive of your new home at 0 Bethesda-Duplex Road. Are you dreaming of the possibilities for this property? I understand - it’s very special. Don’t let this amazing opportunity slip away.
DEBBIE GREGORY
Realtor serving Middle Tennessee since 2005 C: 615.578.3166 O: 615.463.3333 MusicCityAgent@gmail.com
I advertise Middle Tennessee properties globally through RE/MAX! lipmanhomesandestates.com 2002 Richard Jones Road, Suite C-104 | Nashville, TN Each RE/MAX Office Is Independently Owned And Operated.
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8 UNIQUE MARKETING OPPORTUNITIES Property Brochures & Postcards With high quality templates that can be customized to your individual needs, we can develop a property brochure for every home. These can be shared on for sale signs, at open houses and more, so that prospective buyers see your home in its best light. In addition to the property brochures, we develop beautiful postcards that can be mailed out to the surrounding area. Online Magazine Using elegant online magazines, our marketing team offers a high quality, monthly digital magazine for each real estate agent featuring all their current listings. Luxury properties listed over $750,000 qualify to be featured in an exclusive e-magazine. E-magazines flip just as a print magazine and can be shared on social media and through e-blasts with your agent’s sphere list and the Middle Tennessee Realtors. E-blasts Our team takes your marketing to the next level, developing digital email campaigns of your home that your agent can send to their sphere and share with our list of over 12,000 Middle Tennessee Realtors. With an engaging description of your property and professional photos, our e-blasts start the selling process off on the right foot.
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Our marketing team ensures your property will be beautifully presented with intent.
Online Magazine
E-blast
Property Brochure
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OVERVIEW We understand that every property is unique. This is why we tailor a custom marketing plan that will provide the most effective exposure your home deserves. We are more than just agents. As REALTORS, we thrive on navigating the buying and selling process, taking each opportunity to educate our clients and ensure they make their best decisions. Behind the scenes, we work to make sure the purchase and sale of your home is as easy as possible. • Provide exposure to your property locally, nationally and internationally • Add your property to remax.com, which drives over 90 million visits a year • Host open houses when your listing is active to drive further awareness per request • Provide you with marketing reports summarizing the traffic your listing received online • Provide you with a copy of all advertising per request • Preview your property to all interested agents • Inform you of responses and inquiries relating to your property • Provide regular updates on comparable properties in your area (sales, new listings) • Consistent communication and follow up every step of the way
We are here to serve you. Professional Photography • List on MLS • realtor.com • zillow.com • global.remax.com • remax.com • theremaxcollection.com • lipmanhomesandestates.com • ADWERX Professional Videography • Social Media • Print Advertising • Email Blasts • Property Brochures • E-Magazines • Postcards • Transparent Communication • Market Reports
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Each RE/MAX is independently owned and operated.