Real Estate Marketing Strategy – Realwords

In this resource we lay out our Realwords marketing plan. Yes, the entire marketing plan used when we launched Realwords.

You’ll see our 6-12 month objectives. Our plan for developing the brand. You’ll even be able to read our Customer Propositions (where do you fit)?

Why are we making this publicly available?

Because we have nothing to hide and we think being open and transparent is a good thing. If you read it and get some ideas for your marketing plan, then that’s even better.

Vision & Objectives

Vision & Mission

Realwords is a natural language generation software for real estate agents to assist them in quickly creating professional property profiles.

Our mission at Realwords is to eliminate the stress and time it takes real estate agents to write property profiles by allowing them to utilise this user-friendly software. Realwords allows agents to spend their time more wisely, whilst also giving them more time opportunities to sell properties through professional and uniquely written property descriptions.

Look of success

  • Realwords is the benchmark for quality property profiles, agents cannot afford not to be using Realwords to remain competitive in the industry.
  • Realwords is the tool for all real estate agents to improve their property profiles and increase the opportunity to sell.
  • Realwords has a strong reach and is the go to software for all travelling agents as it is not only available on the computer but is also available on tablets and smartphones.
  • Realwords is accurate, reliable and trustworthy in producing property profiles that produce results.

Brand Objectives

  • To achieve 100 paying businesses by December 31 2017
  • To achieve 400 paying members by December 31 2017

6 – 12 Month Marketing Objectives

Launch Date: March 31 2017

By March 31 2018

  • Our consumer goal is to attract 1000 users
  • Our business goal is to attract 200 paying businesses

Our strategic direction for the brand is

  • Be the #1 recommendation property profile generator software for real estate agents throughout Australia
  • The benchmark for quality property profiles: quality written, produces results for real estate agents
  • Cannot do without: creates compelling experience that produces property profiles that exceeds expectations

Developing the Brand Platform

Customer Segments & Common Thread

Defining the Segments & Opportunities

Real Estate Marketing Customer Segmentation

Key Customer Segments

  • ‘A-listers’ real estate agents
  • New real estate agents
  • English is second language real estate agents
  • Agency Principal

Customer Segmentation

  ‘A-listers’ real estate agents New real estate agents English is second language real estate agents Agency Prinicpial
Geographic description

 

 Lives in Australia and tend to live in suburban areas with family.
 		 Lives in Australia in suburban home or apartment. Either lives with partner or in a minor shared living arrangement.

 

 Lives in Australia in suburban areas with family.

 

 

 Lives in Australia in the city or a suburban area with family.
Demographic description Both males and females between 30-50 years old. Married. Possibly has kids. Professional. Worked in the real estate industry for 10-20 years. Middle to high income earners. Both males and females aged between 18 to 25 years old. Typically in a casual relationship, may also be married. New to the industry and is a junior level staff member. Low to middle income earners. Both males and females aged between 20 – 40 years old. Been in the real estate industry for a few years. Typically married. Middle income earners.

 

 

 Both males and females aged between 30 – 50 years old. Been in the industry for many years. Typically married with kids. High income earners
Job position & income Senior level real estate agents, 150-200k per year Junior level real estate agent, 35k per year Real estate agent or property manager, 80-100k per year

 

 Agency principal, 100k – 150k+ per year
Values Providing for family, career focused, appearance, maintain work position

 

 

 Appearance, friends, social network, work life balance, optimistic in making it in the industry Family orientated, hard working, looking to obtain a higher position Ensuring that their business is successful, family orientated, believes in working hard
Lifestyle Travel, family orientated, health, sports Socially oriented activities, cares about appearance and keeping up to date with trends Family activities, travels to see family a few times a year Work in always on their mind, travel, family activities
Social/Emotional needs Wants to spend more time with family but is very busy at work and finds it hard to ensure their work is always to a high standard due to being time poor and having many listings Confident with work yet still learning about what it takes to make a good agent – may be insecure about the work they produce Stable, but stressed, time conscious, experiences difficulties with languge barriers at times Is always concerned about business and looking for ways to ensure success and make work more efficient
Value proposition/ message Are you an on the go, time poor agent who struggles to find the time to produce a professional property profile? Realwords saves time writing and how long your property is on the market.

 

 Do you stare at a blank word document confused about what makes an engaging property profile? Realwords is a cost effective property profile generator that ensures your property profiles are unqiue, engaging and stands out from the crowd. Language barrier makes it difficult for them to write property profiles at times. For busy agents who struggle writing professional property descriptions – Realwords is for you. Ensure your real estate agency is reaching its full potential. Realwords helps your real estate agents spend their time more wisely by producing a property profile that guarantees results.

Customer Propositions

  • ‘A-lister’ real estate agents – Are you an on the go, time poor agent who struggles to find the time to produce a professional property profile? Realwords saves time writing and how long your property is on the market.
  • New Real estate agents – Do you stare at a blank word document confused about what makes an engaging property profile? Realwords software is a cost effective property profile generator that ensures your property profiles are unqiue, engaging and stands out from the crowd.
  • English is second language agent– Language barrier makes it difficult for them to write property profiles at times. For busy agents who struggle writing professional property descriptions – Realwords is for you.
  • Agency Principal – Ensure your real estate agency is reaching its full potential. Realwords helps your real estate agents spend their time more wisely by producing a property profile that guarantees results.

Touch Points By Segments

‘A-lister’ real estate agents

  • Online/ Realestate.com advertisement
  • Real estate conferences/ industry associations
  • LinkedIn/Facebook

New Real estate agents

  • Online/realestate.com, advertisements
  • Social media: Facebook, Instagram, Twitter
  • Real estate magazines

English is second language agent

  • Online/ Realestate.com advertisement
  • Linkedin/Facebook
  • Real estate association events

Agency Principal

  • Online/ Realestate.com advertisement
  • Real estate conferences/ industry associations
  • LinkedIn/Facebook

Brand Platform

  • Insight/Tension: Writing property a profile is difficult and time consuming. I am forever submitting property descriptions that is not up to a high standard
  • Core benefit/purpose: Produce and share quality property profiles that produce results with Realwords.
  • Belief: By using Realwords real estate agents can easily produce excellent property profiles in minutes and will allow agents to achieve higher than market prices, a reduction of market days, more listings and attendees at open houses.

Competition

  Writing profiles themselves Paying a writing service
Primary Target Market All market segments English is a second language agent, the new real estate agents
Price Free Around $150 per property
Promotion None ·      Website

·      Social media

·      Online

·      Traditional media
Potential Strengths ·      No money required

·      Agents trust their own writing ability

·      Potential to produce a good property profile

 

 ·      People who are professional writers are writing the property profile

·      Produce good property profiles

·      Reduces time spent on writing them
Potential Weaknesses ·      Takes time and effort to write the property profiles

·      May not be up to a high standard

 

 ·      Cost a lot of money to produce one property profile

·      Trusting someone elses writing ability

·      Unsure about standard produced

Real Estate Marketing Strategy

Key Marketing Challenge

  • To quickly build a community of active users and businesses who use Realwords religiously when needing a property profile and recommend the generator to other agents.
  • In order to generate long-term transactional value

Communication Goals

GOALS: Our sales goal is to attract 500 users within 12 months.

OBJECTIVES: To communicate that Realwords is the most used property description generator for real estate agents to produce timely and professional property profiles that guarantees results.

BUDGET: TBD

Marketing Strategy

Real Estate Marketing Timeline

Igniters: New Real Estate Agents

How to rally at least 100 new real estate agents?

  • Connecting with attendant via real estate agents events, associations, places
  • Market via social media networks since this group is generally a younger demographic
  • Ignite campaign: March 2016 (launch of Realwords)

Key Drivers For Marketing Communication

Key Customer Segments

  • ‘A-lister’ real estate agents – Must be supported through real estate agents associations, likely to spread WOM quickly
  • New Real estate agents – Majority will be reached through social media, events, further supported that Realwords is an easy to use and is highly regarded my other real estate agents
  • English is second language agent– Will be reached through networking events, targeted advertising, perception that Realwords is a must have for real estate agents
  • Agency Principals- Will most likely to be reached through online advertisements, WOM, and other real estate associations or events

Markets: In real estate market, WOM from other real estate agents or colleagues/ social is the most influential when it comes from a trusted source; editorial is the next trusted media.

Customer Journey from Awareness to Consumer Pull (via Referral)

Real Estate Marketing Customer

Customer Journey from Awareness to Business Pull

Real Estate Marketing Business

From First Experience to Deepening the Relationship

  • Experience must deliver against the promise that the property profiles will produce results
  • Demonstrate the experience prior to joining on the website/advertisements – must be highly desireable
  • The experience needs to compel usage
  • The experience must grow and evolve to keep people interested – add new features to the form overtime, update software to make it easier to use, obtain feedback from users to make further changes

Driving Communication Message At Each Stage of the Customer Journey

AWARENESS
Your go-to property profile generator. Discover Realwords today.

TRIAL
Do you want to save time spent on writing property profiles and use your time more wisely to sell? Discover Realwords today.

CONSUMER PULL
Generates a professional property profile from one simple form. Discover Realwords today.

EXPERIENCE
Welcome to your property profile generator. Discover Realwords today.

Ways to communicate:

  • Direct marketing (Print)
  • Direct marketing (Email)
  • Educational Content (about Natural language generation)
  • Executive events
  • Content marketing
  • SEO
  • Inside sales
  • Landing pages
  • Lead nurturing
  • Online display advertising
  • Promotions
  • Public relations
  • Search Engine Ads
  • Social Media
  • Sponsorships
  • Telemarketing
  • Website

Marketing Activities: Year 1

Strategies/Customer Journey Activities Invest
Raising Relevant Awareness: Creating a compelling positioning and image

 

 ·      Attending real estate networking events

·      Public/social events/WOM

·      Association endorsement

·      Social Media – Facebook, Twitter, etc

·      Brand PR – online, media relations

 

 Yes

 
Driving Trial: Drive trial and create motivating consumer experiences ·      Website – clearly communicated benefits on website

·      Demo film

 Yes
Creating Consumer Pull: Encourage consumer pull at point of purchase ·      Trade, tech and mainstream PR – online and media relations

·      Facebook advertising – social message

·      LinkedIn advertising – work message

 Yes

KPIS: Brand Equity & Conversion Measurement

Brand Equity

  • Go to recommendation tool for all real estate agents
  • Trustworthy/quality property profiles
  • Saves time and money
  • Discovering a new technology
  • Avoiding poorly written property profiles
  • Active and growing user base
  • Easy to use and cost effective
  • Real estate agents can’t afford not to be on
  • Helps businesses improve on customer experience

Conversion & Participation

  • No./Value of subscribers
  • No./Value website visits
  • No/Value recommenders
  • No./Value of refferals
  • No. content generation, no. shares, no. likes
  • Net promoter score (NPS): likelihood to recommend to peers, friends and family