Action Plan and Marketing Strategy
ACTION PLAN/MARKETING STRATEGY
PRE-LISTING
1
2 LAUNCH
Days/Weeks leading up to launch
POST-LAUNCH
3 0-30 Days
4 REPOSITIONING
30-60 Days
60+ Days
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ACTION PLAN/MARKETING STRATEGY
PRE-LISTING (Days/Weeks leading up to launch) •
Global Luxury - National Public Relations - Before your property is live, our national team of PR professionals will draft a press release and pitch your home to publications for potential features in international real estate and luxury living publications.
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Sneak Peek “Stories” on Instagram and Facebook
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Staging (if needed)
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Floor Plan Creation
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Professional Photography (Including drone and twilights if applicable)
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Property Description
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Sneak peek eBlast to MCAR and our exclusive list of prospective buyers, investors, developers, billionaires, and top real estate professionals internationally.
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Matterport 3D Tour (Virtual Walkthrough)
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Custom Website created with a unique domain purchased specifically for your property to maximize SEO (Search Engine Optimization)
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Fact Sheet with Floor Plan and property specs
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24-page Luxury eBook with full page photos and property features/highlights
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Digital eBook with SEO on issuu.com
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Sign Installation
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Distribution to our exclusive Top Agent Network list of Global Luxury, International Luxury Alliance, and RealTrends Top 1000 agents.
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ACTION PLAN/MARKETING STRATEGY
LAUNCH (0-30 Days) •
MLS Launch - Once all marketing materials have been compiled and presentation is ready for public introduction, property is launched on MLS and immediately syndicated to over 700 websites, including Zillow, Trulia, Realtor.com, ColdwellBanker.com, Redfin, and many more.
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Broker’s Tour - We will host a Brokers Caravan to showcase your property to all MCAR agents and mortgage lending companies.
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eBlast Tour Dates to MCAR and our exclusive Buyers/Sellers/Investors lists
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Open Houses - If you choose to do so, we will host Open Houses to expose your property to the public. These open houses will be announced in the weekend local papers as well as online in an effort to attract an optimal turn out.
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Global Luxury Online Syndication - Through our Global Luxury affiliation, your property listing will be syndicated to 200+ websites, including The Wall Street Journal, Bloomberg, Barrons, JamesEdition, Mansion Global, Market Watch, Penta, Robb Report, Unique Homes and internationally to ListHub Global.
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Social Media Announcement and Boosted Advertising Post to targeted audience of Real Estate Brokers and Investors in Monterey County, San Jose, San Francisco, LA, Houston, Dallas, and other areas based on your property’s features.
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Google Search post - “Our “Google My Business” page periodically displays when people search for phrases like “Carmel/Pebble Beach Homes For Sale”
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Print Advertising Campaigns - Newspaper/Magazine Advertisements in the Carmel Pine Cone, Homes Magazine, and Palo Alto Daily Post.
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New Listing Postcard - A “New Listing” postcard will be sent to 200 of the closest affluent neighbors’ tax billing addresses, which statistically can be an excellent source of potential buyers for your home. 10
ACTION PLAN/MARKETING STRATEGY
TIM ALLEN PROPERTIES MAGAZINE
POST-LAUNCH (30-60 Days) •
Special Event Campaigns - AT&T Pro-Am, Car Week/Concours De Elegance, US Open, Taste Carmel, and our own VIP events.
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Pebble Beach Lodge Office - Promotion at our Pebble Beach Lodge office through brochure handouts, interactive TV displays, and in person with our team members. It is because of our longstanding partnership with Pebble Beach Company that we are the only real estate company with this valuable marketing opportunity.
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Tim Allen Properties Magazine - Inserted in over 18,000 copies of The Pine Cone during AT&T Pro Am and Car Week/Concours De Elegance
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Quarterly Publications: Carmel Magazine, Pebble Beach Magazine, Unique Homes, 65º Magazine, Homes & Estates Magazine
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Zillow Video Walkthrough - Zillow’s algorythm gives search priority to homes with a proprietary video filmed directly on their app.
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Status Reports - We will provide you with Marketing Updates after 14 days of live promotion on MLS and periodically afterwards.
REPOSITIONING (60+ Days) •
Recap and Plan - Assess showing feedback from agents/buyers to determine next steps
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ACTION PLAN/MARKETING STRATEGY
YOUR PERSONALIZED MARKETING PL AN The following is an outline of the services Tim Allen will provide as your agent in the marketing and sale of your property, along with the other materials you have seen, to achieve a successful sale for you. There are countless other elements we provide that other agents either don’t or can’t provide. Plain and simple, we promise excellent service, the latest technology and a hardworking aggressive approach to the marketing and sale of your property.
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ACTION PLAN/MARKETING STRATEGY
EXCLUSIVE EXPOSURE Pebble Beach Resort & Monterey Airport Our clients benefit from exclusive exposure from banner and digital ads at our new Pebble Beach Lodge office’s state of the art displays with an interactive touchscreen experience, driving traffic directly to your property’s website and keeping your home top-of-mind with affluent visitors to The Peninsula. Every Tim Allen Team listing is displayed in high traff ic areas at The Lodge and the baggage claim TVs at the Monterey Airport.
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ACTION PLAN/MARKETING STRATEGY
WEB TRAFFIC MLS (MULTIPLE LISTING SERVICE) Once we enter the “Launch Phase”, we will activate your property on the MLS (Multiple Listing Service) with meticulously selected high-quality photos and the virtual tour, which immediately syndicates to the most popular online property search portals such as Zillow, Trulia, Realtor. com, Redfin, etc.
TIM ALLEN TEAM WEBSITE We are continuously evaluating our processes and marketing strategies. Over Tim’s 30+ years in real estate, the industry has gone through significant changes with the Internet, drastic advances in technology, and the introduction of social media. Our goal is to stay ahead of the curve and implement the latest technology to our advantage, giving us the best chance of selling your home for its maximum value. VIEW WEBSITE »
OVER
TimAllenProperties has more than
of property buyers start their search online.
monthly site visitors on average.
100,000
70%
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ACTION PLAN/MARKETING STRATEGY
COLDWELL BANKER WEB PARTNERS Coldwell Banker offers the most comprehensive web exposure available in the real estate industry. As long as your property is listed on the MLS it will enjoy the benef its of our dominant Web presence on 800+ websites
Coldwell Banker® automatically syndicates listing to hundreds of web partners, including the real estate industry’s most-visited websites.
around the world.
Finding a discerning buyer for a one-of-a-kind property takes ingenuity — and an expert command of today’s online arena. The Coldwell Banker Global Luxury® program has mastered the art of digital marketing, ensuring your property is seen by the widest possible audience of qualified buyers. Luxury properties that are marketed through the program will enjoy immediate syndication through a comprehensive network of prominent real estate websites, including WSJ.com, JamesEdition.com, UniqueHomes.com and international websites through ListHub Global.
Here are just some of our impressive, wide-reaching partners: Bloomberg
iProperty.com/sg (Sinagpore)
The Arizona Republic
ColdwellBankerHomes.com
Juwai (China)
The Cincinnati Enquirer
coldwellbanker.com
LaProvence.com (France)
TheHouseShop.com (U.K.)
coldwellbankerluxury.com
LuxeListHome.com
Trulia®
AOL Real Estate
Mansion Global – The Wall Street Journal (U.S. and China)
Unique Homes
MSN
Zillow
Dallas Morning News East-West Property Advisors (China) Hamptons International (U.K./Europe) HomeFinder.com Home Globally Homes.com Homes & Land HomeSteps.com (Freddie Mac site) Hotpads.com Houston Chronicle
NextDoor.com
The Wall Street Journal 38,000+ agent websites
Old House Journal Pasadena State-News
100+ international websites for properties over $1M
Pittsburgh Post-Gazette
100+ LandsofAmerica.com sites
PropertyStar.com (Canada, U.K., France, Qatar, Japan)
50 LakeHousesofAmerica.com sites
realtor.com®
30+ HUD websites (Housing & Urban Development)
RealtyTrac.com Robb Report 15
50 CountyHomesofAmerica.com sites
ACTION PLAN/MARKETING STRATEGY
ELITE INTERNATIONAL SYNDICATION
ACTION PLAN/MARKETING STRATEGY
TIM ALLEN PROPERTIES MAGAZINE We do things differently at Tim Allen Team. We are in the publishing business. Producing our own unique content and proprietary publications gives us an advantage to selling your homes that no other agent has on the Monterey Peninsula. We run a special feature 20-page magazine in the Pine Cone twice a year, during AT&T and Car Week/ Concours D’Elegance. This magazine is distributed at all newsstand locations where the Pine Cone is sold as well as inserted in 18,500 copies of the paper the week of the big event and distributed to all of The Pine Cone’s loyal subscribers. We also mail copies to our exclusive list of buyers, investors, and VIP clients. The magazine is also continually updated throughout the year and is available at all of our offices and rental properties.
VIEW MAGAZINE »
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ACTION PLAN/MARKETING STRATEGY
EXCEPTIONAL PRESENTATION
PROFESSIONAL PHOTOGRAPHY We will have our professional photographer shoot a series of photos of your home in its ideal lighting and condition. When advantageous, they will also produce “twilights” and drone photography. Out of these, we meticulously choose our selects that make it to the live listing on the MLS and social media.
PROPERTY WEBSITE From the series of beautiful photos that we capture of the property, we will also create a property website with a personalized URL for the listing. This will also be linked to select internet sites that your property will be showcased on, as well as include a downloadable brochure, list of features, floorplan, videos, and a 3D Matterport tour. VIEW EXAMPLE »
3D MATTERPORT TOUR We will obtain a Matterport tour of the property, Matterport is the leading immersive 3D walkthrough technology that captures a complete scan of the interior, providing the opportunity for buyers to virtually get a feel for your home. VIEW EXAMPLE »
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ACTION PLAN/MARKETING STRATEGY
VIDEO MARKETI NG If beneficial, we will film an aerial tour/drone showcase of your property or a lifestyle video & post it on your home’s custom website as well as our social media and Youtube channel. Our outside the box videos are one of many services we provide that other agents simply can’t match. You can view all of our videos at YouTube.com/TimAllenProperties, or click on the images below to watch a few of our favorites.
Youtube Channel Analytics
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ACTION PLAN/MARKETING STRATEGY
PRINT MATERI ALS
eBOOK We will create an eBook for your property. These feature full page color photos and information of your property that can be accessed any time via the internet on issuu.com. We will be utilizing these eBooks in two areas; exposure on the web and print media. The eBooks are printed on high quality paper, are bound magazine style and are always readily available for all qualified buyers and agents alike.
309 Mt De von Rd, Ca rmel Hig h la nd s
STUNNING PENINSULA VIEWS
VIEW EXAMPLE »
PeninsulaViews.com
FACTSHEET We will produce a color factsheet with photos, essential information, and a floorplan for immediate distribution, and emailed out to all MCAR real estate agents including all Coldwell Banker Del Monte Realty agents in our five offices. These will also be placed in the brochure box in front of your home if you elect to have one.
309 MT DEVON ROAD CARMEL HIGHL ANDS, CALIFORNIA
STUNNING PENINSUL A VIEWS PeninsulaViews.com $6,900,000
SCAN ME Simply hold up your phone’s camera to visit the property’s website.
VIEW EXAMPLE »
Perched On Top of the World overlooking the entire Monterey Peninsula, this gorgeous estate on 84 private acres enjoys some of the most dramatic views on the Central Coast. With walls of stone, mahogany wood accents, and a cement tile roof, this property was beautifully designed by John Mandurrago and built to stand the test of time. Within easy driving distance to downtown Carmel, the home has over 6,000 SqFt of living space with breathtaking coastal views of the Pacific Ocean, Point Lobos, Carmel, Pebble Beach, and well north across Monterey Bay. To the east there are views of the majestic Santa Lucia Mountains with only wilderness in sight. Highlights include multiple patios that seamlessly flow into the beautifully designed interior, luxurious bedroom suites, a 3-car garage with an elevator leading to the main level, a self-sufficient solar system, dramatic outdoor seating area with fire pit, and unbelievable year-round sunsets to enjoy. Sit back and take in the ocean and peninsula views On Top of the World at 309 Mount Devon Road.
c 831.214.1990 | DRE#00891159 TimAllenProper ties .com Team@TimAllenProper ties .com ©2021 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity. Each Coldwell Banker Residential Brokerage Office is Owned by a Subsidiary of NRT LLC. All rights reserved. This information was supplied by Seller and/or other sources. Broker believes this information to be correct but has not verified this information and assumes no legal responsibility for its accuracy. Buyers should investigate these issues to their own satisfaction. Real estate agents affiliated with Coldwell Banker Residential Brokerage are independent contractor sales associates and are not employees of Coldwell Banker Real Estate LLC, Coldwell Banker Residential Brokerage or NRT LLC. CalBRE License # 01908304.
NEW LISTING POSTCARD NEW LISTING
Stunning Peninsula Views P E N I N S U L AV I E W S . C O M
|
$6,900,000
We will mail a “New Listing” postcard to 200 of your closest neighbors’ tax billing addresses, which statistically can be an excellent source of potential buyers for your home and will also increase attendance at Open Houses and Broker Tours. VIEW EXAMPLE »
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ACTION PLAN/MARKETING STRATEGY
BROKER TOURS
Created by Made by Made from the Noun Project
We will host Broker’s Tours to showcase your property to all MCAR agents and mortgage lending companies. We also highlight the home’s first tour with “Tim’s Brunch”, a delightful treat for agents and potential buyers to enjoy as they view your property for the first time.
OPEN HOUSES If you choose to do so, we will host Open Houses to expose your property to the open public. These open houses will be announced in the weekend local papers, as well as online through the MLS/ property search websites, social media, and email to attract an optimal turnout.
Created by Made by Made from the Noun Project
OUR OFFICES We will have thorough and complete information on your property in all five offices of the single most successful real estate company on the entire peninsula. Created by Made by Made from the Noun Project
NETWORK TO OUR AGENTS AND CLIENTS We will network with Tim Allen’s clients and other top agents to promote your property. With Tim being one of the top agents worldwide and a consistent member of the Wall Street Journal Top 100 agents, his success has helped develop an extensive network that has proven to be one of our most powerful tools in helping our clients achieve their goals.
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Created by Made by Made from the Noun Project Created by Made by Made from the Noun Project
ACTION PLAN/MARKETING STRATEGY
SOCI AL MEDI A Our carefully tested campaigns are promoted to our targeted audience of Real Estate Brokers and Buyers/Investors in Monterey County, San Jose/Palo Alto, San Francisco, LA, Houston, and Dallas. Due to a “viral” effect, the posts often promote to many other areas of the U.S. as well, reaching thousands of targeted people on Facebook and Instagram, and often reaching over 50,000 followers per post.
Single Post Statistics
18,819
People reached
6,233
Engagements
553
Single Post Statistics
Likes
28,394
20
21,943
29
Impressions
Comments
People reached
Shares
604 Likes
VIEW POST »
659
Promotion clicks
69
Saves
31
Comments
VIEW POST »
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ACTION PLAN/MARKETING STRATEGY
SOCIAL MEDIA PARTNERSHIPS Our partnership with the @Luxury_Listings group connects us with a combined network of over 3.5 million followers, reaching over 64,000,000 impressions per month on average.
Our Global Community Our Global Community 5%
12%
5% 5%
30%
13% 12%
13%
5%
30%
4%
4% 12%
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8% 12%
9%
8%
9%2%
2%
Male
Male
Female
Female
ACTION PLAN/MARKETING STRATEGY
LOCA L /R EGI ONAL PRI NT A DVE RT ISI NG PUB LI CATI ONS Having a consistent presence in local and regional publications is necessary to establish trust in the community. We carefully choose publications with powerful distribution networks that include the specific type of potential buyers for your home.
For a full list of our international media partners, see page 39 24
ACTION PLAN/MARKETING STRATEGY
G LOBAL COLL ECTIVE Tim Allen is part of the Global Collective, an exclusive worldwide network of the top performing real estate professionals. Being a part of Global Collective allows us to crossmarket your property to reach a worldwide pool of high-net worth buyers and sellers. The collective includes a worldwide directory of luxury listings, a pre-vetted rolodex of skilled real estate professionals, and an expertly-written lifestyle and real estate knowledge base. All agent members hold a high level of production and have been internationally recognized for their successes.
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