Marketing Plan
Our Method
Strategy Overview
The Agency marketing team will complete an intensive discovery phase to understand the target market in order to develop a comprehensive brand and marketing strategy for your property. Deliverable dates are subject to change depending on the delivery of assets and information to the marketing team.
1. Pre-Launch
This one-to-two-week phase will focus on preparing marketing materials and campaign elements to launch the property.
Coordinate listing photography
Coordinate drone photography and videography
Prepare copy to be used in all marketing
Design marketing collateral for on-site distribution to qualified prospects and clients
Offer exclusive, pre-launch property tours to qualified individuals
Announce at the Sales Meeting, broadcasted to over 2,500 agents
During this phase, The Agency will identify qualified, potential buyers through existing contacts and proprietary databases of ultra-high-networth individuals.
DEVELOP PR STRATEGY
The PR team will work with the Seller to understand the history, story, and design of the house. If desired and per owner approval, the PR team will pitch the exclusive launch story to various media outlets. While no placement is guaranteed, The Agency has had multiple stories and properties featured in the following outlets:
Architectural Digest
Forbes
Robb Report
Create a specific schedule of ad placement, social media postings, and market updates. If desired and per owner approval, pitch to relevant TV networks to feature offering.
Los Angeles Times
Mansion Global
The Wall Street Journal
2. Launch
PHASE ONE
Launch listing on the MLS
Post on AgencyConnect internal database and communications platform reaching all agents at The Agency
Upload property video to The Agency YouTube channel
Make direct contact with clients and brokers to notify them of the offering
MARKETING COLLATERAL
Distribute the custom brochure to qualified buyers
Listing sheet takeaway with property details and information
DIRECT-MAIL CAMPAIGN
Tailored postcards to be sent to targeted recipients in the area
EBLAST CAMPAIGN
Design and deployment of tailored eBlast to targeted recipients and clients in the area
PRINT ADVERTISING CAMPAIGN
Design of tailored full-page advertisements in the following publications:
MLS Broker Caravan I Full-Page Ad
Los Angeles Times I Dedicated Ad | The Agency Co-Op Pag
Printed ads to begin 10 days after approved assets are received (photos, video, copy, etc.)
2. Launch
PHASE ONE (continued)
DIGITAL ADVERTISING CAMPAIGN
Leverage hyper-targeted, cross-platform display ads to maximize frequency and visually reinforce brand messaging to key inmarket consumers, accessing premium digital inventory across the internet. Audience targeting to homeowners/those likely searching for homes within the targeted area. Digital Campaign analytics will be provided upon completion of campaign.
Targeting based on hobbies, lifestyle, net-worth, family status and searches, based on:
Zillow.com
Forbes.com
WarrenBuffet.com
CNN.com
Booking.com
CNET.com
Feature ads on WallStreetJournal.com and MansionGlobal.com
SOCIAL MEDIA ADVERTISING
Audience Segmentation and Optimization of a Monthly Ad Campaign
Time frame: To be determined
Social Platforms: Facebook and Instagram
Deliverables: To be determined
Real Estate Influencers: Luxury Listing
2. Launch
PHASE ONE (continued)
SOCIAL MEDIA & DIGITAL CAMPAIGN
Property goes live on The Agency website with a two-week front page feature, reaching over 1.8M visitors per year
Deploy a custom property specific direct eBlast to agents’s personal database
Feature in The Agency Edit Newsletter (650K+ recipients)
Coordinated social media posts to agent and corporate social media channels utilizing photography and footage to create shorter 30-second clips:
The Agency Social Media Connections (Twitter, Facebook, Instagram): 1.6M+
The Agency Instagram followers: 463,000+
Our partner @Luxury _Listings followers: 3,200,000+
Estimated total reach through digital and social media advertising: 4.0M+
3. Ongoing
PHASE TWO
MLS BROKER CARAVAN | Dedicated Ad
LOS ANGELES TIMES | Dedicated Ad
FEATURED LISTING ON THEAGENCYRE.COM
VIP CLIENT AND BROKER EMAIL BLASTS FROM AGENTS
THE AGENCY WEEKLY BROKER NEWSLETTER FEATURE
Post or story on The Agency and agent’s social accounts:
Our Marketing
Listing Videos
When it comes to showcasing your real estate, we are your unwavering choice. We epitomize excellence in real estate videography, delivering the best and most sophisticated property videos.
At our core is Blake Varga, a distinguished member of The Haskell Group with a rich background in scripted and reality TV and an NYU Film Production degree. His extensive experience makes him a visionary in visual storytelling, pushing the industry’s boundaries in property narration.
We go beyond standard listing videos, creating tailored, captivating narratives for each property. Every video is a unique work of art, meticulously crafted to authentically represent your home.
Featured Press
dwell
Saltair by Saffron Case: A Coastal Oasis Redefining Luxury Living
Robb Report
This $18 Million Santa Barbara Area Estate Is a 12-Acre Private Paradise
The Wall Street Journal
A Year After Fetching $13.25 Million, a Large Montecito Estate Sells for $25 Million
LA Times
Matt Damon unloads Pacific Palisades mansion for $18 million
How We Do It
Our in-house marketing team is made up of designers, copywriters, digital experts and public relations specialists who have branded billions of dollars in real estate. Collaborating closely with the listing agent, the creative team custom tailors marketing plans and strategies, dissecting the precise details of a property to make each more compelling and relatable.
The Agency’s collateral design goes well beyond the standard brochure and flyer, breaking away from the one-size-fits-all mentality of the industry. Our full suite of marketing materials allows each property’s individual character and personality to shine. The vision, care and effort we use to set The Agency apart in the industry are the same used to market the properties we represent. The marketing team creates tangible touchpoints—collateral that leaves a lasting impact, long after a prospect’s first interaction with a property.
Case Studies
Colony 88
Comparables & Case Study
Summary
Colony 88 had been on the market less than a year before we took over the listing, so we felt it was essential to rebrand the property and position it as a fresh, unique offering. The video was designed to provide an authentic glimpse into life in Malibu, particularly within the Colony. Additionally, this property serves as a great example of a successful co-listing between Sandro and Eric.
Villa
Selene
Comparables & Case Study
Summary Instagram
PROPERTY VIDEO 1
PROPERTY VIDEO 2
‘Top 3 highest Malibu landside sales in 2021”. Our client purchased the property August 2020 for $5,150,000 and sold it December 2021 for $14,990,000
SALTAIR | MALIBU, CALIFORNIA
Study
MIRAMAR HOUSE | MALIBU, CALIFORNIA Case
Miramar House
The Case
THE CASE | MALIBU, CALIFORNIA
9531 Heather Road
PROPERTY VIDEO
Press
DWELL
BUSINESS INSIDER
Comparables & Case Study
Summary
An exemplary showcase of production excellence, featuring the incorporation of models, animals, and a compelling storyline within a video presentation for 9531 Heather Road, Beverly Hills.