Project Management
Tailored real estate marketing strategy from off-market to just sold!
Project Management
Social Media Management
Digital Marketing
Print Marketing
Email Marketing
Copywriting
Graphic Design
Logo Design
Content Creation
Marketing Strategy
Animation
Skills used in this project
Programs used in this project
Adobe InDesign
Adobe Illustrator
Canva
Meta Ads
Google Ads
Instagram
CapCut
YouTube
NextDoor
Compass CRM
Every Door Direct Mail
As the marketing director for the Valerie Upham Real Estate Team, one of my main responsibilities was to strategize and prepare all marketing materials distributed during the home sale process. Marketing is an essential role of real estate. Each newly listed home must be marketed to the public in order to build interest and drive sales negotiations. With each listing our team took on, I tailored and executed a marketing plan, boosting the home’s visibility, and allowing our agents to remain concentrated on client care and negotiations for the sale. The example below highlights the campaign done for 7367 Florey Ct in University City.
Metrics & Results
-
Comprehensive in-house marketing allowed our team to stand out from our competition with eye-catching designs. I handled all marketing projects, allowing our our agents to focus fully on negotiation, lead generation, and customer care. During my time on the team, our average sales price grew from $632K to over $1.2M in under 2 years, an increase of 90%.
-
One goal of our marketing strategy was to build enough interest in each property so as to create a bidding war. Successful listing campaigns resulted in multiple over-asking offers, our highest margin coming in at over $320,000 over the original asking price. I helped improve our team’s average list-to-sales price ratio by 3.1 percentage points, pushing our team’s average return ratio to over 100%, peaking at 105% in 2022.
-
By reaching potential homebuyers through multiple avenues at three separate launch stages, we were able to build curiosity for each home before they even hit the market. We took advantage of time by launching the home exclusively to our brokerage, then building hype publicly during the coming soon stage, and finally listing the home as active on the market.
-
I designed exciting videos for our social media pages to announce each launch stage as well as open houses and other important information. I then distributed our content across YouTube, Facebook, Instagram, and Google Business. Coupled with our print marketing, I strived to create the “I see them everywhere” effect.
-
I made sure to capture feedback from clients after each transaction as reviews are one of the most powerful marketing pieces for potential new clients. I not only sent email requests for online reviews, but also worked directly with any clients willing to be on camera to create social media videos of their experience working with our team.
Process
Pre-Marketing
At the beginning of a transaction, I coordinated with the listing agent to create a timeline for marketing communications. In addition to ordering the physical listing sign installation and professional photos, I started gathering information to write the property description.
Timeline
Each of our properties had a designated page on our team’s website as well as our brokerage site. These pages are linked to our official SDMLS listing, 3D tour, and contact form. I made sure that the correct information and links came over to the property pages, and reflected across all listing sites including Zillow, Trulia, and Realtor.com.
Website
Digital Marketing
I managed email marketing communications for all listings. Using the Compass CRM, I scheduled emails to announce our public launch and invite our team’s sphere of 700+ contacts to upcoming open houses. Emails included links to the home’s 3D tour, direct CTAs for any potential buyers, and a moving image featuring the email’s headline and home’s best professional photos.
Similarly to our email strategy, I created a video for each step of our public launch strategy, Coming Soon, Just Listed, and Open House. We had touch-points delivered in multiple mediums at each major step. In addition to scheduling photos and a 3D tour, part of this home’s marketing strategy was a professional video showcasing the lifestyle one could have if they purchase the home. Each video was distributed across Meta, Instagram Reels, Youtube Shorts, and posted to our Google Business page.
Social Media Content
Print Marketing
The property description and best professional photos are included in brochures that are kept at the property to take home during private showings or open houses. These serve as an important touch point for potential buyers who have taken the important step to actually visit the home. They serve as a reminder of this experience, and communicate luxury and professionalism.
Property Brochures
I designed flyers for our agents to hand out to surrounding homes during the “Coming Soon” stage to build interest prior to hitting the market. I also created flyers for the neighboring homes as a courtesy to let them know about our upcoming open house and invite them to join!
Flyers
Reviews
Post-Sale Team Marketing
The goal of our post-closing marketing is to put our services and resulting successes on display. I created an email and social post to announce the sale at the time of official closing. I made sure to include the ‘story behind the sale’ in our messaging, further showcasing the ways our team helped clients reach their real estate goals.
Email and Social Media
Reviews are a crucial part of post-sale marketing. Online reviews are one of the first avenues a potential new client will seek out when deciding who to hire. Our clients from this sale were generous enough to not only leave reviews on our Google Business page, but also participate in a post-sale interview video series for our social media pages.
