Transcript Typical Real Estate Marketing Strategy

ENHANCED MARKETING SOLUTIONS®
Differentiated Marketing Solutions Designed to Grow Your Business
Kevin Oldham
CMO – Enhanced Marketing Solutions®
Typical Real Estate Marketing Strategy
Minimal marketing with price reductions as the only strategy to
expose the property to a larger pool of buyers.
$750,000 List
Price
$700,000 List
Price
$675,000 List
Price
Seller’s Return on Investment
Buyer pool reached through common
channels
Results
Seller’s anticipated price:
$750,000
Price reductions
-$75,000
Sales price:
$675,000
Seller obtains 90% of list price
United’s Marketing Strategy
More Buyers = More Exposure
Differentiated marketing options. Exposing the property to a larger pool
of buyers while preserving seller ROI
Paid
media
buyers
(EMS®)
Earned
media
buyers
(PR/Social)
United’s
owned
media
buyers
$750,000 List
Price
Seller’s Return on Investment
Buyer pool reached through
common channels
Buyers reached through
United’s Owned media
$750,000 List
Price
Buyers reached though earned
media
Buyer pool reached through
paid media – EMS®
$750,000 List
Price + $7,500
EMS® investment
(1% of list price)
Results
Seller’s anticipated price:
Seller marketing investment
Sales price:
$750,000
-$7,500
$742,500
99% of list price
Enhanced Marketing Solutions® vision is to deliver professional,
fully integrated marketing solutions that give United Country
affiliates a competitive advantage by:
 Creating opportunities to for you to list and sell large properties, real
estate developments and auctions
 Increasing the likelihood of an acceptable offer
 Stimulating the market by focusing a spotlight on your listing or
auction
 Serving as a differentiator in listing presentations
EMS IS A COMPETITIVE DIFFERENTIATOR
DESIGNED TO HELP YOU LIST AND SELL…
Common denominator: Seller typically funds a campaign
with your company’s name tattooed on the advertising
These optional services are above and beyond the
standard UC offering
Commission Rates
10%
7%
4%
Natl. Adv. of Listings
EMS
Confidentials
Network
Largest Integrated
Exclusive Catalogs
#1 Website
#1 Horse Property
National Network
700 Offices
Online Bidding
Postcards
Purchased Lists
Oldest Local Office
Virtual Tours
Fliers
Home Warranty
Home Mortgage
Local Internet Site
Local NSP Ads
Yard Signs
Office Location
Telephone
Realtor
THE VALUE OF DIFFERENTIATION
YOU HAVE A HUGE MARKETING TEAM
 Your in-house marketing team:
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Project Managers: 4
Project Coordinators: 3
Graphic designers: 4
Web designers & SEO Specialists: 4
Media buyers: 2
Copywriters: 2
Public relations / social media specialists: 1
 You have a full marketing team of 20 professionals
supporting you….can your competitors stake this claim?
 We free you up to do what you do best…list and sell real
estate and conduct auctions.
EMS AT A GLANCE
 Fully integrated multimedia real estate
marketing campaigns
 ‘One-off’ services
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
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
Brochures
Digital Campaigns
Corporate ID
Any marketing
needs you need, we
can handle them for
you
EMS: PROVEN MARKETING STRATEGY
Generate
Demand
Convert
Demand
Capture Customer
Information
Increase Sales
Increase Profits
Sales Process
Property
Specific
Site
Call
Form
General
Search
Web
Site
Chat
United’s
Customer
Relationship
Management
(CRM)
Platform
MARKETING CAMPAIGN DEVELOPMENT
EMS: AWARD WINNING GRAPHIC DESIGN
 Brochures
 Postcards
 Plat maps/site
plans
 Advertisements
 Presentations
 Collateral
10 NAA Marketing Competition Brochure Awards (Sponsored by USA Today)
EMS: ADVERTISING
 Media planning
 Media buying
 Interior and exterior signage
 Newspapers & magazines
 Promotional items
 Trade journals
 Radio
 TV
 Billboards
EMS: AWARD WINNING DIGITAL MARKETING

Custom web site design and
development

Search Engine Optimization (SEO)

Social Media

Pay-per-click campaign management

CD-ROM/DVD design

E-mail marketing
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Realtors, brokers, BtoB contacts,
high net worth individuals
Back-end reporting through Google
Analytics

Illustrates ROMI (Return On
Marketing Investment)
2009, 2011 & 2013 NAA Marketing Competition Award of
Excellence: Internet: Online Marketing Campaign of the Year
EMS: DIRECT MARKETING
 Database development
 Proprietary database of
430,000 buyers (United
confidentials)
 Third-party mailing lists
 Nation’s largest
database integrated
into United’s Intranet
 Campaign development.
management &
execution
EMS: EVENT MARKETING
 Auctions
 Real estate development
launches
 Accelerated and focused relaunch events
 Creative program design &
execution
 Logistics management
 Project management
 Theme development
EMS: AWARD WINNING PUBLIC RELATIONS
 Development,
management and
deployment of public
relations strategy
 Follow-up with media
outlets to encourage
coverage via
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Print
TV
Radio
Internet
2010 & 2013 NAA Marketing Competition Award of
Excellence
Business Promotion, News Release
EMS: POST ANALYSIS REPORTING
 Back end reporting
outlining your Return
on Marketing
Investment (ROMI)
 Outlines our
responsible and
transparent process
PLAYING THE EMS CARD:
DRIVING TRAFFIC TO AUCTIONS

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of an admitted swindler’s
development

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

UCMS developed and executed a fully
integrated marketing campaign in 30
days

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million
PLAYING THE EMS CARD:
SECURING AND SELLING A TROPHY PROPERTY
 Another large ranch broker
unsuccessfully marketed
$5.5M 4,600 acre ranch
 UC –Shobe Auction &
Realty brings EMS in to
help secure listing
 EMS deployed a focused
six month marketing
campaign
 Ranch closed within 6
months for $4.475M
HOW TO GET STARTED
UnitedMarketingOnline.com
ENGAGEMENT PROCESS
 Complete EMS
Creative Brief
 EMS will provide a
recommendation
 Execute engagement
letter
 Submit images
 Secure funding
 EMS team executes
marketing plan
UCMARKETINGSERVICES.COM WEBSITE
FINAL THOUGHTS:
HOW YOU CAN MAKE MONEY LEVERAGING EMS
 Use EMS to open doors that
previously may have been
closed
 Leverage EMS to drive buyers
to your listings
 Revitalize marketing efforts on
existing listings
 Eliminate the Opportunity Cost
of executing marketing tasks
yourself
 Use EMS as a differentiator to
increase listings & commissions
ENHANCED MARKETING SOLUTIONS®
Differentiated Marketing Solutions Designed to Grow Your Business
Kevin Oldham
CMO – Enhanced Marketing Solutions®