房地产营销.pdf

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1、19 SEPTEMBER 2024MARKETING FOR REAL ESTATELESSONS FROM ATYPICALSKYE REVELLCOOMARK KALKWARFCEOTWO RANDOM DOTS FLOATING IN SPACEMARKETINGOBJECTIVESBUSINESSOBJECTIVESHOW WE BUILD STRATEGIES USING THE OVERALL BUSINESS OBJECTIVESAN EXAMPLE OF HOW WE STRUCTURE OUR STRATEGIESBUSINESS OBJECTIVESXXXXXXXXXXXX

2、MARKETING OBJECTIVESGenerate leads and get deals for AcquisitionsIncrease leads for leasingSource deals/new relationships for national accountsImprove SEO to rank higher and drive leads organicallyIncrease overall brand awareness.MARKET RESEARCHIndustry TrendsCompetitor AuditsSWOT AnalysisTARGETAUDI

3、ENCESTarget AudienceAudience JourneyTHE PLANChannel PlanContent PlanPaid Media PlanTHE METRICSKPIsBudgetsBEGIN THE JOURNEY UPUSER JOURNEYSONE OF THE MOST IMPORTANT PARTS OF PLANNING ANY STRATEGY IS UNDERSTANDING THEOF WHO WERE TARGETING,SO WE CAN IDENTIFY THE MOST VALUABLE TOUCHPOINTS TO REACH,ENGAG

4、E,AND CONVERT THEM.WE OFTEN VIEW THE USER JOURNEY AS THEMARKETING FUNNEL.AWARENESSCONSIDERATIONCONVERSIONBUT FROM THE USER POINT-OF-VIEW,THERES A LOT MORE TO IT THAN THAT.IN REALITY,OUR AUDIENCE GOES ON“THE HEROES JOURNEY ”Status QuoA call to ActRefusal of the CallSeeks help from a MentorCrossing th

5、e ThresholdTrials,Allies&EnemiesThe ApproachOrdealRewardReturn to Status QuoExample:The owner of a grocery-anchored center is experiencing the pressure of managing the property themselfExample:The owner of begins looking at ways to sell their propertyExample:The owner is hesitant to sell due to the

6、challenges finding the right buyer and losing their nest eggExample:The owner seeks help from a brokerExample:The owner decides to list the propertyExample:The owner receives offers but must deal with the complexities of the sale,requiring help from a lawyerEx