Property Marketing Plan

Campaign Goals

The primary objective of the marketing campaign is to find a buyer for your home. The criteria for meeting this objective include the following:

  • Selling your home at or above market value

  • Achieving the sale within your preferences for timing

Audience

The target audience for your home are prospective buyers actively searching for homes within your home’s price range, area, lifestyle, or any combination of these variables. We’ll use information such as photos, potentially video, and details about your home as the main benefit or value to attract the audience. This information will help them determine if your home meets their criteria and give them the opportunity to express their interest.

Positioning

The message’s positioning is the main theme in the marketing for your home. It represents the distinct value your home offers in comparison to its competition on the market. Buyers are evaluating your home against the others, which is why we want your home to stand out from the competing houses.

Developing the positioning requires three steps: Assessing the home’s condition and highlight features compared to other similar home for sale, connecting those features to the current trends in buyer preferences, crafting the narrative to connect to the distinctive value your home offers.

Example: Rare sub-$300K remodeled Ranch Oaks home in top school district.

Calls to Action

Calls to Action are created for different levels of buyer interest to connect with the viewer based on where they are in their home buying journey. The following calls-to-action may be used throughout the marketing mix for your home’s campaign:

  • Schedule a Tour
    Viewers can schedule a specific day and time to tour your home. This indicates a serious buyer. A variation of this call-to-action is “See This Home.”
  • Ask a Question
    Viewers can fill out a form, message, text, or call my phone number to find out more details about your home. This indicates a high-interest buyer. Typically, the next step for this viewer is to schedule a tour to see the home.
  • Learn More
    Viewers can fill out a form, message, text, or call my phone number to find out more details about your home. This indicates a high-interest buyer. Typically, the next step for this viewer is to schedule a tour to see the home.
Metrics

We utilize performance-based marketing practices to monitor and improve results as our campaigns are implemented. The following measurements (metrics) may be tracked during this campaign:

  • Number of Listing Ads Views
  • Number of Landing Page Views
  • Number of Listing Inquiries
  • Number of Showings
Marketing

Our full-service marketing may include the following creative to use in our marketing campaign for your home:

  • Professional Photography

  • Full Property Tour Video

  • Highlight-Feature Social Posts

  • Marketing Narratives Written for Landing Pages, MLS & Syndication

  • Featured Property Landing Page

  • Facebook Creative (Copy, Design & Video)

  • Instagram Creative (Copy, Design & Video)

  • YouTube Creative (Copy & Video)

  • Mobile-friendly Creative

Distribution

Your home may be marketed on the following platforms:

Schedule

Depending on the circumstances and available creative, the following table reflects A SAMPLE Promotional Schedule that may be used to find a buyer for your home.

Ongoing

YouTube Ad Campaign to Active Real Estate Searchers

Facebook Ad Campaign to Real Estate Interested

Instagram Ad Campaign to Real Estate Interested

Google Display Ads to Active Real Estate Searchers

New Listing Email Announcement to Email List

Listing Posted in Multiple Listing Service (MLS)

Listing Syndicated to Popular Home Search Sites

Once at Start

Sign Posted in Front Yard

Property Landing Page Published to Website

Property Tour Video Added to YouTube Channel

Postcard Mail Drop

Agent Door Knocking with Printed Flyer

Weekly

Photos & Videos Posted to Facebook Business Page

Photos & Videos Posted to Instagram Business Account

Metrics Evaluation & Campaign Adjustments

Monthly

Open House Campaign & Event

Agent Feedback Report from Buyer Tours

Postcard Mail Drop

Agent Door Knocking with Printed Flyer

Lisa Clough

Want to List Your House Now?

Lisa Clough

Lisa M. Clough, Broker-Owner of Brevard Realty Specialists, is a native-born Floridian, a well-traveled "Navy Brat", experienced business owner, and a consistent multi-million-dollar Top Producer. The culmination of all Lisa’s experiences and education has resulted in a much sought after real estate advisor in Brevard County and beyond.
Growing up in a military family meant that Lisa would endure many moves throughout her lifetime. Rather than perceiving that as a negative, Lisa used it as an opportunity to try new things, meet new people and see the world from many angles. Her travels have included unusual experiences for a Florida girl, including spending time along the Appalachian Trail, working at the Crawford Notch Hostel in New Hampshire for a Fall season and then skiing for a Winter season on Mammoth Mountain, in Mammoth Lakes, California. She relishes new experiences and thrives on being busy and on the move. Having spent a life-time in a "love affair" with California, she always looks forward to a seat on a plane, departing for San Francisco or Los Angeles, to visit with family and friends!
Her education and work experience are just as diverse but have prepared her for her highly successful career in the real estate industry. Lisa is a Barry University Business Graduate with a well-established reputation in the field of human capital management and talent acquisition. Through Lisa’s previous direct employment with the Shuttle Program, and later, as a Technical Selling Branch Manager for a Fortune 500 company, she has developed strong sales, marketing, service, leadership, negotiating, interpersonal communication, and organizational skills. She used those skills as an entrepreneur when she owned her State Certified, Woman-Owned firm, LMC Enterprises (LMC Staffing).
When Lisa began her real estate career, she was determined to excel and now claims many certifications including licenses as a Brokerage, Broker, Realtor ®, Certified LeadingRE Relocation Specialist, Florida Military Specialist and member of the Government Affairs Committee of the Space Coast Association of Realtors® since 2012. During her tenure with Dale Sorensen Real Estate, Lisa was named a Top Producer for both 2016 and 2018 and was awarded "Best Marketing" for their Cocoa Village office in February 2018. Lisa maintains memberships with both Space Coast Association of Realtors® and the National Association of REALTORS®
Lisa is a capable and flexible self-starter with high energy, optimism, keen attention to detail, and excellent work ethic. She embraces the impact of technology in the selling and purchasing of property; her real estate websites include: www.BrevardREspc.com; www.AtHomeInBrevard.com; www.LisaClough.com; www.CocoaBeachIsHome.com; www.TitusvilleIsHome.com, whereby all properties in Brevard County can be searched. Lisa takes full advantage of all marketing tools and technology available to market and sell her clients’ properties.
Lisa’s personal life is filled with adventure as she completely embodies the Florida lifestyle, relishing any and all activities that involve Beaching, Boating, Harleys, and Water. Additionally, Lisa is an avid supporter of local theatre productions and live music venues. Since 2011, she has volunteered as a Mentor to high-school students through the Brevard County Take Stock in Children program, meeting weekly with her student to provide moral support, guidance, and camaraderie throughout their high-school years.
Lisa’s success is largely due to her #1 priority of providing her customers with outstanding, prompt, and reliable service. She consistently displays only the highest levels of integrity, quality, and professionalism with everyone she encounters. Lisa brings all of this and more to her customers as she continues her success as a Real Estate Advisor.

Brevard Realty Specialists, Inc.

511 N Courtenay Pkwy
Merritt Island, FL 32953
United States
(321) 350-8585