“Only when your property reaches the maximum number of prospective purchasers can you expect to receive the maximum price.”
MARKETING PLAN - PRIVATE TREATY -
“Our marketing plan isn’t designed just to find you a buyer. It’s designed to find every possible buyer for your property.” This guide outlines how your property will be marketed using each of the following methods: –– Internet Marketing
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Newspaper Advertising
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Buyer Database Match
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Video Tours
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e-newsletter
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Signboard
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Property Brochure
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‘For Sale’ Booklet
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Window Display
In partnership with you, we will make a significant investment into the marketing of your property. The comprehensive plan that we will put in place is designed to cover a broad range of advertising media, in order to reach every possible buyer. All marketing will be professionally prepared by our in-house marketing team, providing a tailored approach to suit your specific needs. There are literally hundreds of different marketing options available, so we constantly monitor the effectiveness of each advertising component to ensure that you receive the best possible result for your advertising investment.
THE EVER GROWING power of the internet With Australians spending over 23 hours a week on the internet1, online is crucial for maximising your exposure.
88% of potential buyers use online as their main 2 tool to search for property 1. Nielsen Australian Connected Consumer Report, Feb 2014. 2. Residential Consumer Property Seeker Report, Dec 2013.
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Internet Marketing Internet marketing is now the single most important aspect in any real estate marketing campaign. It is essentially the only advertising source used by ‘out of area’ buyers, and also accounts for the majority of local buyer enquiry. Showcasing your home 24 hours a day, all around the world, the internet allows your property to be marketed to prospective buyers with extensive photography, detailed descriptions, maps and video tours. Your property will be advertised on the following websites:
• • • •
nswrealestate.com.au
>
Coffs Harbours No.1 property website
realestate.com.au
>
Australia's No.1 property website
domain.com.au
>
Australia's No.2 property website
>
The largest Property Portals in Greater China finda.com.au, property.com.au, allhomes.com.au realestate.incoffs.com, nsw-real-estate.com, homely.com.au, search4property.com.au, ratemyagent.com.au, coffscoastadvocate.com.au, RentBuy.com.au, reviewproperty.com.au, watersidepropertysales.com.au
Speciality sites including: Listings Page
Home Page - nswrealestate.com.au
Video Tour
Property Details Page
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realestate.com.au & domain.com.au Whilst there are literally thousands of property websites to choose from, it is essential that your property is promoted on Australia’s No.1 and No.2 real estate websites, realestate.com.au and domain.com.au, as they completely dominate the market. It is however a crowded marketplace with in excess of 1,200 properties listed for sale in the Coffs Harbour area at any given time… so it’s critical that your property is positioned to attract the attention of buyers. To position your property at the top of searches above hundreds of ‘Standard Listings’, your property will be promoted as:
• •
‘Premiere VIP Property’ listing on realestate.com.au ‘Elite Priority Placement’ on domain.com.au
realestate.com.au realestate.com.au offers four distinct options to showcase your property.
With NSW Real Estate your property will be featured as a PREMIERE VIP PROPERTY. This is the absolute highest level of promotion available on Australia’s #1 Property website - realestate.com.au.
Premiere VIP Property Benefits • PREMIERE PROPERTY listings receive approximately 20 times more views than the STANDARD AD listings used by the majority of agencies in the Coffs Harbour region. • 45 day Premiere listing. • Every 15 days the listing rotates to the top of the search. • Property E-Brochure sent to realestate.com.au buyer database. • Promoted to top of the property search list for Mid North Coast and NSW. • More visibility in broader search terms. For example properties listed outside of Coffs Harbour (such as Boambee East) will be shown at the top of search in the Greater Coffs Harbour Region Search Automatically uploaded to the largest Property Portals in Greater China.
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*Source - realestate.com.au - 3. Nielson Online Ratings, 3 month average for the period December 2014 through to February 2015. 4. Premiere Properties are ranked based on Advertising Option and list date and show according to search and sort criteria. Where Premiere properties are not in search, Highlight Properties will appear at the top subject to search and sort criteria. Where Premiere and Highlight Properties are not in search, Feature Properties will appear at the top subject to search and sort criteria. 5. REA Internal Data Warehouse. This is an average bases on activity on realestate.com.au between I October 2014 - 31 December 2014. Our property sample includes suburbs that only had Premiere Property, Highlight Property. Feature Property and Standard ads during the same period.
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domain.com.au Elite Priority Placement Your property will be promoted as a Elite Priority Placement, appearing above Standard Listings. In addition the ad is larger and more prominent and features two photographs. Priority Placements have been proven to attract double the enquiry of a Standard Listing.
Standard Listings Standard Listings include a single photograph and appear below Priority Placement Properties.
Video Tours Potential buyers searching for property can now watch a video as easily as viewing photo’s online. Video Tours provide another opportunity to stand out and grab a buyers attention, giving buyers a feel of the layout of the home, and creating a professional and lasting impression. This is extremely beneficial for ‘out of area’ investors, many of whom have gone on to purchase property sight unseen after viewing the tours.
Professional Photography High quality, professional photography forms the starting point and centrepiece of your marketing campaign. In such a competitive marketplace, it ensures that your property is showcased in its best possible light, giving you an instant advantage over your competition. To this end we have been fortunate in securing Jim Trifyllis as our photographer. Jim has over 30 years experience as a professional photographer, having returned to Coffs Harbour from Sydney, where he worked for an impressive array of clients including Mirvac Property Group, Qantas and Innoxa. Prior to Jim’s return he was senior photographer for News Corp.
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Newspaper Advertising Advertising in local newspaper publications represents an important component of every marketing campaign. As the traditional form of real estate advertising it’s an important tool for reaching local buyers.
“Our research has shown buyers often see properties in newspaper advertising, before then viewing the property via the internet.” As part of your comprehensive marketing campaign, your home will be promoted with weekly 1/16th page advertisements for the duration of the campaign. The listing features full colour photography and bullet point descriptions designed to highlight the properties best features quickly and effectively. Our marketing team will regularly update the ads by changing photo’s and text, as different images will appeal to different buyers. This also serves to keep the property feeling ‘fresh’ to the market.
Large Format Placements Optional large format newspaper ads give your property increased exposure, and allow you to provide buyers with additional information about your home. Available ad sizes range from 1/4 Page to Full Page placements for a single property.
Editorial As major advertisers we can also guarantee that your property will receive editorial coverage in the local property guides.
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e-newsletter When your property is first placed on the market, details of your property and a website link are sent to our e-newsletter subscribers. The e-newsletter currently goes out to over 5,000 potential buyers every week.
Buyer Database Your property is electronically matched with thousands of potential buyers on our database, who will be notified by telephone, SMS or e-mail the moment your property is placed on the market.
NSW Real Estate ‘For Sale’ Booklet Distributed from our office and to buyers during inspections, your property will be listed in our own property booklet for the life of the marketing campaign.
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Property Brochures Full colour A4 property brochures will be produced specifically for your property, and distributed to potential buyers from our office, during inspections and by targeted mail-out.
Window Display Your property will feature on a 480mm x 280mm poster in the regions most prominent real estate window display.
Signboards Many of our buyer enquiries are generated by signboards. Signboards also help buyers to locate your property, and alert people in your neighbourhood who may not be actively looking for property, but may have friends or family who are. A 1.2m x 0.9m signboard will be erected in front of your home as part of our comprehensive marketing program. If your home has special features that are not readily visible from the street, we may also recommend an optional Prestige Signboard.
1.2m x 0.9m - PRIVATE TREATY MARKETING PLAN-
Optional Marketing Components “Through increased competition, one extra buyer can add 10% to your sale price.” We offer a range of optional marketing components that are designed to provide enhanced exposure and better showcase your property to potential buyers. We will be happy to discuss the suitability and benefits of each in relation to your property.
Prestige Signboard Many potential buyers conduct ‘drive-by inspections’ as part of their initial evaluation process. Prestige signs ensure that buyers don’t simply judge the property based on its street appeal. Designed to promote aspects of your property such as views, swimming pools, and interior features that may not be visible or apparent from the street, Prestige Signboards measure 1.8m x 1.2m and feature full colour photography and additional information about your property’s features and benefits.
1.8m x 1.2m
Prestige Window Banner Prestige window banners measure 2.0m x 1.5m and feature full colour photography and detailed descriptions of your home. Positioned in the regions most prominent real estate window display, the banners provide enormous exposure and are designed to be visible to the 40,000 vehicles that pass our office each day.
Aerial Photography Elevated and aerial images can help to give an overview of the property and the benefits of its location.
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Interior Design Consultation A Professional Stylist can advise you on how to best present your property to maximise its appeal to prospective purchasers. Available services range from consultations where you receive a list of recommendations, right through to preparing and fully furnishing your property.
Large Format Newspaper Ads Large format newspaper advertisements generate increased exposure and provide buyers with additional information about the features and benefits of your property. Recommended for select properties, and when selling via ‘Auction’ or ‘Expressions of Interest’ campaigns, the available sizes range from 1/8 Page to Full Page ads.
Front Page – ‘Real Estate’ Magazine From newspaper advertising arises the possibility of Front Page advertising in the Real Estate magazine. Whist the front page is offered subject to availability and approval by the editor, it provides maximum exposure and includes professional photography and inside cover editorial coverage.
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realestate.com.au - ‘e-brochure’ This is included free of charge as part of your PREMIERE VIP PROPERTY listing. eBrochure is an email brochure of your property that is sent to all buyers in the realestate.com.au database whose ‘search’ criteria match your property listing. This service targets Australia’s largest database of buyers who are looking for a property just like yours.
Property of the Week Your property will be promoted on the nswrealestate.com.au Home Page for a period of one week, reaching every visitor to our site.
Speciality Newspaper Advertising Newspaper advertising in ‘out of area’ and specialist publications such as the Sydney Morning Herald (Domain), Wentworth Courier and Financial Review.
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Floor Plans Floor plans assist prospective buyers to visualise the layout and size of your property, and are often recommended for ‘large homes’ that appear deceptively ‘small’ from the outside. When combined with Video Tours, Floor Plans are particularly beneficial for ‘out of area’ buyers… many of whom create a shortlist of properties via the internet before visiting our area, or purchase property sight unseen.
Television Advertising Television advertising on local and regional stations is now a viable option for large projects and speciality homes.
Other If you have any other requirements or marketing ideas, please let us know. Our experienced marketing team will be more than happy to investigate any options through our many industry contacts.
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Pricing Marketing Plan - ‘For Sale’ by Private Treaty Marketing Component
Included
Graphic Design
YES
Websites - nswrealestate.com.au (Coffs Harbours #1 website) - realestate.com.au (Australia’s #1 property website) - domain.com.au (Australia’s #2 property website)
YES YES YES YES
- Speciality sites including: The largest Property Portals in Greater China, finda.com.au, property.com.au, realestate.incoffs.com, allhomes.com.au, nsw-real-estate.com, homely.com.au, search4property.com.au, ratemyagent.com.au, coffscoastadvocate.com.au/realestate, reviewproperty.com.au, RentBuy.com.au, watersidepropertysales.com.au
YES
‘Premiere VIP Property’ (realestate.com.au for 45 days)
YES
Property E-Brochure sent to realestate.com.au buyer database
YES
‘Elite Priority Placement’ (domain.com.au for 1 month)
YES
Professional Photography and Development of Promotional Text
YES
Video Tour
YES
e-newsletter
YES
Buyer Database Matching
YES
Newspaper Advertising - Coffs Coast Advocate’s ‘Real Estate Magazine’
YES
- Weekly 1/16th page ads
YES
- Property Editorial
YES
- Open For Inspection Guide
YES
‘For Sale’ Booklets
YES
Property Brochures
YES
Window Display
YES
‘For Sale’ Signboard
YES
TOTAL VALUE*
$3,300
Your Contribution
$550
*
Notes: 1. The above costs are indicative and are based on a 3 month period,
however your property will continue to be promoted at our cost until sold, or until our agreement with you expires. 2. Your Contribution towards the cost of the Marketing Program is only
payable at the time of settlement or upon expiry of the Agency Agreement.
Optional Marketing Components Marketing Component
Value
Recommended
Include
Prestige Signboard
$220
Prestige Window Banner
$200
Professional Photography (indicative cost)
$220
By quotation
Interior Design Consultation Large Format Newspaper Ads (additional cost per ad)
Real Estate Magazine - 1/16 Page Advertisements
Included
Real Estate Magazine - 1/8 Page Advertisement
$55
Real Estate Magazine - 1/4 Page Advertisement
$165
Real Estate Magazine - 1/2 Page Advertisement
$385
Real Estate Magazine - Full Page Advertisement
$825
$550
Speciality Newspaper Advertising
By quotation
Floor Plans
By quotation
Aerial Photography
By quotation
Television Advertising
By quotation
Front Page - Real Estate Magazine
Additional Marketing Investment
Vendor Signature (s) Date
Phone
(02) 6652 6811
info@nswrealestate.com.au
Website
nswrealestate.com.au
Address
Cnr Pacific Hwy & West High St PO Box 463 Coffs Harbour NSW 2450 Australia
Fax
(02) 6651 4654