Our multi-faceted plan maximizes the benefits you'll derive from what is dollar for dollar the hardest-working and best value marketing system in the industry.
The cornerstone of Real Property Pros - ULTIMATE SERVICE marketing system is a customized digital strategy that connects home buyers and sellers.
Spending Your Advertising Dollars on the People Most Likely to Buy
Most agents are overwhelmed at what it takes to actually connect buyers and sellers. They are often shooting in the dark with different lead generation tactics they try, especially when it comes to traditional methods.
Marketing isn't just a matter of placing ads. It's a method of attracting leads. Before you can hope to achieve this, you have to know your target market before you can reach them.
Jason & Fran know that a shotgun approach to advertising is inefficient and ineffective. Rather, we focus on building a target customer demographic profile and market segment. Combined with using the right tactics and taking the time to truly learn what works within our respected market.
By evaluating market segments, we can prioritize which customer targets will be most valuable —We then determine the most profitable marketing methods to employ and implement a mechanism or system to "speak" to potential buyers and sellers. Our system then gets fine tuned as we go and broken down into lead generation, specific tactics or campaigns and tracking.
Tracking is a critical part of what we do. If there isn't a way to track how each marketing tactic we implement is performing, we might as well be back to shooting in the dark. That's the only way we can see what's working and tweak or adjust what isn't.
So, what is target market segmentation and why it is important to your success?
Social media platforms such as Facebook, LinkedIn, Twitter, and Instagram have sophisticated options to allow us to target users based on demographic, geographic and behavioural segmentation.
Geographic segmentation involves segmenting the market based on location. It allows us to predict where buyer prospects may be relocating from. For example: Province, City, Region.
Demographic segmentation is usually the most important criteria for identifying targets. Info analyzed includes: gender, age, income level, marital status and education.
Behavioural and Lifestyle Attitudes are also important when determining your customer profile. Career minded people have lifestyle priorities and constraints on their time that retired people do not have. Is our audience: Employed or retired? How do they like to spend their spare time? What are their hobbies?
The strategies and solutions we put in place for each of these categories vary. We may use similar techniques and technologies, like ads, website, email, SEO strategies, facebook, Linkedln or other social media networks, direct mail, refer a friend tools or offer based promotions and contests. But we generally don't use all of them at once. We set them up as tactics for different purposes and campaigns.
The Bottom Line: Our multi-faceted plan maximizes the benefits you'll derive from what is dollar for dollar the hardest-working and best value marketing system in the industry. The corner stone of Real Property Pros- ULTIMATE SERVICE marketing system is a customized target marketing strategy that connects more home buyers and sellers.
'Your Customized Marketing Plan, Working Harder and Smarter for You.'
Why is Digital Marketing Critical to Your Success and Ours?
Digital marketing is an umbrella term for all of our online marketing efforts. Ultimately, digital marketing is a methodology that uses marketing assets to attract, convert, close, and delight customers online.
We leverage digital channels such as, multiple websites, social media, online branding; digital advertising, email marketing, online brochures, and beyond. There's a huge spectrum of tactics and assets that fall under the umbrella that enable us to connect with prospective buyers and sellers.
The reality is, people spend twice as much time online and while we say it a lot, the way people shop and buy has changed, meaning offline marketing isn't as effective as it used to be.
Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means that you need to meet them where they are already spending time: on the internet.
Coldwell Banker and the Jason & Fran Real Estate Team are proven marketing innovators and have taken a leading edge approach to the next level with an all new digital marketing system. We have aligned our marketing efforts with digital in bound tactics that aim to use online content to attract our target customers onto our websites and social platforms. The result puts a marketing message directly in front of as many people as possible in the online world by providing content that is meaningful and sharable to them. All this adds up to a marketing system that ensures maximum exposure for your property.
Property and lifestyle specific content that generates property awareness, ad readership/ viewership.
Inbound marketing refers to the 'full-funnel' approach to attracting, converting, closing, and delighting customers using online content.
Social Media Marketing
The practice of promoting your property content on social media channels to increase brand awareness, drive traffic, and generate leads for your property.
A type of performance-based network advertising where we promote your property to local Real Estate industry professionals, to ensure your property remains "top of mind."
We use email marketing as a way of communicating with our audiences. Email is often used to promote property ads and events, as well as to direct people towards our website and social media platforms.
Online public relations is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It's much like traditional PR, but in the online space.
The Bottom Line: Essentially digital tactics aim to put our marketing message directly in front of as many people as possible in the online space as well as employ digital tactics that use online content to attract our target customers onto our websites by providing assets that are helpful to them. All this adds up to a comprehensive marketing system that ensures maximum exposure for your property.
Digital Marketing Utilizes Behavioural and Demographic Profiling to More Closely Target Home Buying and Selling
Social media marketing allows us to employ a broad range of tactics and strategies to promote your property. Many social networks allow users to provide detailed geographical, behavorial and demographic profiling and personal information, which allows us to tailor our message and more closely target home buying and selling prospects. Internet audiences can be better segmented than more traditional marketing channels, we can ensure that we are focusing our resources on the audience that we want to target.
Our social media marketing strategy involves the creation of content that is "sticky", meaning that it will get a user's attention and increase the possibility that he or she will conduct a desired action, such as share the content with others or contact us directly. We customize unique messages and content including videos and ads that individual users will share with their family, friends, and coworkers across multiple platforms.
The Bottom Line: Our social marketing tools will not only build public awareness for your property, the unique response facility will also direct home buying and selling prospects in real time to The Jason & Fran Real Estate Team for follow up and pre-qualification.
So Whats the Big Deal? Why Do People Love Video?
Over the past few years, video has taken over the marketing world. Many marketers consider it the most effective type of content. And they're right...
The average user spends 88% more time on a website with video, and 1/3 of all online activity is dedicated to watching video.
The amount of time people spend watching and engaging with video is only going to increase in the years to come.
Superpower #1 - Attention
Without a doubt, getting your audience's attention is one of the most difficult parts of marketing. They're already overwhelmed with marketing messages. And consumers don't want to read another lengthy property description.
If you want to get their attention, you have to deliver information in a way that they actually want to engage with — video!
Superpower #2- Emotion
If you want to pull your viewers in, connect with them emotionally, and then get them to take action, video is the way to do it. Smiling, laughing aloud or really visualizing your family in a home aren't typical responses to marketing and sales messages, no matter how well-written they are. But video? That's a different story. The combination of visuals and sound evoke emotion much more effectively than text alone. Viewers connect to video in an emotional way that is unparalleled by other forms of content, which is why it's the perfect tool to get an audience to take action.
Superpower #3 - People share video.
Those who view a video ad and find it interesting or valuable will share it with their followers on social media. In fact, more than 700 videos are shared by Twitter users every minute. This phenomenon can increase your video's exposure exponentially.
Superpower #4 - Video ads do well among mobile users.
The number of people watching videos on mobile devices continues its upward climb. One interesting statistic for companies distributing video is that 88% of short pieces, around 30 seconds, are watched through to the end on mobile. The same isn't true for those viewing the ad on a computer.
Superpower #5 - Search engines love video.
The biggest search engine companies put a priority on video content. Distributing videos via social media, posting them on blogs and embedding them on our websites increases the likelihood that our target audience will find you when searching online.
Superpower #6 - A video conveys huge amounts of information in a short time.
You can say more in a shorter amount of time on video as compared to text. Video is more engaging to the senses, so it can convey more information by showing and telling at the same time.
Analytics are telling.
The primary video sites, including Facebook and YouTube, include features that enable us to see how content performs. Knowing the views, shares, likes and social interactions help us plan future campaigns, which makes our content more effective in reaching our target audience.
The Bottom Line:
92% of prospects consume online video. 4 billion videos are watched on YouTube every day. Video attracts 3x more organic inbound links, drives 200-300% more unique monthly site visits, and increases click-through rates from Search by 41%. The statistics prove that our target audience is watching video.
Is Print Dead?
This is a question that has been buzzing around the real estate marketing world since the rapid surge of the Internet and social media. While many agents have completely migrated their advertising efforts to the web because of its cost effectiveness, exposure potential and convenience; print still maintains its stance as a powerful and necessary component of any marketing campaign. Despite the obsession with digital technology, print marketing is more alive than ever before. That's why it remains a cornerstone of all our marketing plans.
Let's take a closer look at print media and some advantages it has over its digital counterparts.
Print Drives Users Online -- A survey by an Advertising and Marketing Association found that over 47% of consumers are most likely to start an online search after viewing a printed ad. That is big news because all ads have one goal — to get people to take action and interact more with your ads.
Tangibility — A print piece is a physical thing. Postcards and flyers can stay in targeted, high traffic drop locations within the community for weeks and months, while Internet ads can disappear into cyber space instantaneously.
Credibility — There is something about print that gives a sense of legitimacy. The saturation of popups and banner ads on the web can be overwhelming and the fear of spam and viruses is enough make people weary of clicking. There is no imminent danger in a print ad.
Target Marketing — Placing ads in target locations within the community can effectively reach niche audiences that may be more difficult to target online.
More Engaging — Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. The real key to successful marketing is to engage your prospect, to entice them and gain their full attention.
Less Print Ads — With more and more agents relying solely on the Internet for their advertising needs, the decline of print can actually be used as a marketing advantage. The community is less crowded with competing listing ads, allowing more room for your property ad to shine.
Bottom Line: The best and most productive forms of marketing utilize as many channels as possible to reach every corner of your target demographic; this should not exclude print. Although it is likely that most emphasis, in terms of advertising, will be executed online, there still exist those who revel in the glory of the printed ad and it's important to reach them. We have learned that finding the right balance between various media ensures we connect with more home buyers and sellers.
Content coming soon
Content coming soon