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Home Explore Marketing Plan 2020_2030_FINAL-w2020.2021KPI_TIMELINE

Marketing Plan 2020_2030_FINAL-w2020.2021KPI_TIMELINE

Published by Collette Stone, 2020-08-14 12:01:08

Description: Marketing Plan 2020_2030_FINAL-w2020.2021KPI_TIMELINE

Keywords: StyleGuide,Marketing,Branding,NextDoorRealEstate


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Company & Realtor Marketing Vision. Strategy. Plan.

Executive Summary Next Door Real Estate has been in business since October 24, 2019 which was previously Century 21-Salvadori Realty who was one of the top agencies in Merced County and who had been in business for over 30 years. Since inception of NDREP, the agency has been focused on using digital tactics to build brand awareness and the trust of it’s customer base after the business changed hands. Through the mixture of targeting the 3-pack on Google, Social Media (focusing on Facebook, Instagram & Twitter), as well as informational/educational video messages and blogs, NDREP has started a buzz in Merced County and reached a major pinnacle in May 2020 with earning the #1 position for total sold. It is our goal to stay at number one and pull ahead and become not only the agency of choice for Buyers, Sellers, Commercial Properties & Employees. We currently do an estimated $40 million in total volume and hold 4.5% Market Share in Merced County from a single office with 3 full-time employees and 25 Realtors. Our goal by 2030 is to have $1Billion in total volume and serving much of Northern California via multiple locations with 150 Realtors which includes both on-premise as well as virtual agents. How will we get there? We’ll study the behavior of our buyers and promote positive sentiments to earn the trust of new customers and business affiliates. We’ll talk to customers in their voice to hit that trigger response because we know what they truly want. We’ll be nimble, give them easy ways to contact us, when that lightbulb comes on. We’ll do this through a myriad of digital and traditional tactics. We’ll be responsive and open to testing brand new methods, while still using what works (but with a facelift). We’ll use data to make smart decisions. On the backend, we’ll be more efficient in everything we do, employing tools on the forefront of Real Estate technology to streamline our work and give us the best product the first time around, not having to go and re-tool and spin our wheels. Automate wherever and whenever possible – manual and paper will be a thing of the past. We’ll build virtual playbooks so our processes can be replicated with a flick of a switch, expanding into new locations when the vine is ripe. We’ll boldly go...

Company Mission Next Door Real Estate’s Mission Next Door Real Estate is more than just an office full of people. It’s more than just a real estate brokerage. It’s more than just a business. A Next Door Real Estate Professional LIVES the Next Door Way. A Next Door Real Estate Professional LIVES out our Core Values making us the agency that everyone wants to work for. A Next Door Real Estate Professional LIVES with the commitment to Help Ourselves, Our Co-Workers, Our Clients, and Our Community Make Their Dream Dreams Come True.

10-Year Timeline 100M in Volume § 45 Agents § 2 Offices 2020 2022 2023 2030 45M in Volume 230M in Volume 1B in Volume • 1 Office • 3 Offices • 7 Offices • 25 Agents • 70 Agents • 150 Agents

Who Are Our Customers? Why Do They Like/Love Us? How Do We Reach Them? How Can We Attract MORE of Them?

Sizing the Current Opportunity How BIG is our Universe? • According to the American Museum of Natural History the Central Valley is comprised of 6.5 Million people. • 18,000 square miles of territory through Central California from the Cascade Mountains in the north to the Tehachapi Mountains in the south. Its 450-mile-long stretch is bounded by the Pacific Coast Range to the west and the Sierra Nevada's to the east. • 2019 Census reports roughly 79.6K Housing Units, 52% of those are owner occupied = appx 41.4K HH in Merced County Alone • 79.7% of those have Broadband Internet =33K HH Internet Universe 23K • Facebook stats indicate Average Facebook user has 155 “friends”. Around seven-in-ten U.S. adults(69%) use Facebook. 62% of online Seniors aged 65+ are on Facebook and 72% are between age 50-64. 88% of online users of age18-29 are on Facebook, 84% of those 30-49 • 89% of Those who follow a business on social media, eventually buy from them! • 14% of the population in Merced County have Bachelor’s Degree’s (key indicator of earning power)

10 Year Market Growth Projections •Automotive/Auto Technologies One of the more major developments for the •Medical Products and Supplies region is the MCITD at Castle AFB, which is •Specialty Chemicals projected to bring 10,000 new jobs to the area. •Industrial Machinery Currently there are 40 tenants According to the •Commercial Space Systems Merced County 2030 Year Plan, the impact on •Food Production housing will bring thousands of new homes and a positive uptick to the county’s economy. This should positively impact not only the immediately adjacent cities of Atwater, Merced and Livingston, but also the counties of Madera, Stanislaus, Mariposa and Tuolumne as they are all commuting distance to Castle AFB. A new International Port (Air & Rail) is being established at Castle AFB in cooperation with the Port of Los Angeles (shipping). Funding was just approved for the HSR which might bring a major transit hub to downtown Merced and thousands of jobs during the construction. The 2030 employment projection countywide aggregate has Merced County only increasing at 1.4% increase. We still see this as a positive for Next Door Real Estate and our plans for expansion in not only Merced County, but neighboring counties.

Current Market Conditions-Merced County Real Estate 5-year view 10-year view

2020 Residential Units Sold % within top 10 Ranked Agencies Market Share 5% 5% 60.5 Sides of 1339 Units Closed in Market (Jan-May 2020) 5% 3% 21% 4.5% overall share within 16% CRMLS-All of Merced County Next Door Real Estate mc1253, 9% 9% Los Banos 12% 15% Units Sold % within top 10 Ranked Agencies-Excluding Advanced of Los Banos 6% 20% 6% 6% 3% Next Door 20% Real Estate mc1253, 12% 11% 16%

Competitive Landscape-Top 3-SWOT 2020 Rank in Total Units 2020 Rank in Total Units Merced/Atwater Combined Their Strength: Volume Corp $$ Their Strength: Randy Hayer Their Weakness: Too many Chiefs Their Weakness: Randy Hayer 2020 Rank in Total Units Our Opportunity: Give them back a Our Opportunity: Our Owner/Broker doesn’t community feels Our Owner/Broker compete with agents. Randy oversees the Their Strength: Big Company-able to exist in doesn’t compete with agents. distribution of leads a small-town feel, Educational Portal (forms Their Possible Internal/External Their Possible Internal/External Threats: marketing etc) Threats: unknown People get tired of only getting the crumbs Their Weakness: Their manager, website (no Agents must pay 25% back for lead visibility) Larissa and Jeff compete against agents, 190 days contract (listing) – don’t carry E & O insurance (self insured) Our Opportunity: Let them know policies Broker doesn’t compete. Their Possible Internal/External Threats: possibly must pay for leads

Digital Audience Who’s looking and how much

Real Estate Merced: (California) 6/23/19 When searching markets across the Central Valley, Merced is on average in the top Cities What Areas Do They Search - Google? Real Estate Madera: (California) 6/30/19 when searching the category “Real Estate” Real Estate Los Banos: (California) 7/7/19 Google Searches 12 mo rolling Real Estate Category by City Real Estate Turlock: (California) 7/14/19 7/21/19 120 Real Estate Atwater: (California) 7/28/19 100 8/4/19 8/11/19 80 8/18/19 8/25/19 60 9/1/19 40 9/8/19 9/15/19 20 9/22/19 9/29/19 0 10/6/19 10/13/19 10/20/19 10/27/19 11/3/19 11/10/19 11/17/19 11/24/19 12/1/19 12/8/19 12/15/19 12/22/19 12/29/19 1/5/20 1/12/20 1/19/20 1/26/20 2/2/20 2/9/20 2/16/20 2/23/20 3/1/20 3/8/20 3/15/20 3/22/20 3/29/20 4/5/20 4/12/20 4/19/20 4/26/20 5/3/20 5/10/20 5/17/20 5/24/20 5/31/20 6/7/20 6/14/20

What Does our Search Audience Look Like & Key Word Performance

3 Pack Performance over time

SEO SEO is a complex undertaking that involves many different techniques, tactics, and best practices. Moreover, these best practices are always evolving as consumer and web-user behaviors change, as new technologies emerge, and as search engines change their algorithms. SEO is still of the utmost importance for any business that wants to be visible online, so your efforts are well worth it. SEO can help a business accomplish a number of goals, including ones involving brand awareness, traffic, conversions, customer experience, and much more, which is why it’s so important for digital marketers to have a solid grasp of what SEO is, how it can help achieve goals, and what the most cutting-edge best practices are. Off-Page SEO Off-page SEO involves external optimization practices that happen away from your site rather than on it. The main technique used for off-page SEO is backlink building since quality backlinks to your site from external sites tell search engines that your site is valuable and high-quality, and this builds authority. There are many tactics to backlink building and some of the current best practices include guest blogging, creating lots of infographics that will be highly shared, and mentioning influencers in your content. Local SEO Local SEO is becoming increasingly important as more and more people use mobile devices for search. These days, 57% of all searches are performed from tablets and smartphones, and half of those searches have local intent. If you owned a restaurant, for instance, then local SEO would ensure that when people in your area went looking for the best restaurants in town, they’ll come across your site. Along with using local keywords, other local SEO best practices include claiming directory listings, creating location-specific pages for your site, and creating pages for your business on Google My Business, Google+, and Google Maps.

Visibility, Authority & Visitor Experience Visibility and Rankings One of the most important functions of SEO is increasing visibility, which means making it easier for prospects to find you when they search for something you have to offer. Visibility is directly related to your ranking. The higher you rank on a search engine result page (SERP), the more likely prospects are to see you and click through to your site. The more effective your SEO efforts, the higher your ranking and the better your visibility, which is especially important when you consider that a quarter of web users never click past the first SERP. Web Traffic Increased web traffic is one of the main goals of SEO, and you increase traffic when you increase visibility and rankings. Consider this for a moment: nearly 33% of clicks go to the first ranking page, and the first five listings get over 75% of all clicks. If you want more prospects to find your website through a search engine, then you need SEO practices that will help you rank among the top five positions, and ideally number one. Authority The concept of authority is relatively new in SEO, but it’s becoming increasingly important to search engines because it’s becoming more important to web users. Essentially, authority means that your website is trustworthy, high quality, relevant, and has something to offer. The more authority your site has, the higher your ranking will be, and the more prospects will come to trust your brand. Creating a Better Visitor Experience Another reason SEO is critical is that all the time you put into generating great content and optimizing your site with on-page SEO improves the usability of your site, and this creates a seamless and positive customer experience. For instance, when you take steps to make your site responsive, it will make it usable for all your mobile visitors as well as people who visit from a laptop or desktop. Similarly, by increasing your page load speed, you'll reduce your bounce rate and encourage visitors to spend longer on your site. Nearly 50% of consumers expect a page to load within two seconds, and the longer the load time, the higher the bounce rate and the lower your conversions.

Growth Plan In the end, the ultimate reason SEO is essential is that it can help you achieve many of your business goals. SEO can help you build better relationships with your audience, improve the customer experience, increase your authority, drive more people to your site, give you an edge over the competition and increase conversions, which means more sales, more loyal customers, and more growth for your business. A final note that’s worth mentioning is that SEO is important because search engines aren’t perfect, and if you don’t take steps to counter their failings, then your website will pay the price. For example, if a site doesn’t have a proper link structure, then search engines may not crawl and index the site properly, and this can lower rankings. Moreover, coding errors can block search engines entirely, making it impossible for your site to rank, no matter how much time you put into other SEO efforts. Other common areas where search engines can run into problems include: •Duplicate pages •Forms •Images, flash, audio files, video, and other non-textual content •Language and Semantics


Social Media Audience Demographics in General-by Tactic AREAS OF GROWTH • Facebook (live, stories, agents, followers) • Instagram (live, stories, low % of agents using, followers, highlights, verified to swipe up, stickers) AREAS OF BIG OPPORTUNITY • YouTube (wide net cast to build new areas, to draw in those who want to know what it’s like to live in Merced(think localish), build presence as an authority ) • LinkedIn (build brand, get in front of professionals who have jobs and are looking for information (articles, trends etc...they buy homes too...think investor & commercial audience)

Our Digital Universe vs Typical FB Universe Audience Our Facebook Audience Snapshot (Jan 1 - Present) 65% Female Audience 34% Male Audience Age Group Usage Generally matches Typical FB

Our Digital Universe vs Typical Insta Universe Audience Our Instagram Audience Snapshot

Our Digital Universe vs Typical YouTube Universe Audience KEY AREA OF BIG OPPORTUNITY! Our YouTube Audience Snapshot

Our Digital Universe vs Typical Twitter Universe Audience

Our Digital Universe vs Typical LinkedIn Universe Audience KEY AREA OF BIG OPPORTUNITY! LinkedIn Demographics • 51% have college degrees • $49K+ earners • Information seekers • LinkedIn is a businessperson’s credible news source comparatively vs other SM sources. Blog Posts Infographics Videos about the Market

Well Okay we know who they are now... How do we know what they want to hear?

Why Buyer Persona’s Don’t we already know what they want? • It improves the chances that your business will be found online • Imagine someone searching for “how to get the most out of my home when selling it?” What if we had an article which addressed that customer ‘pain’? Wouldn’t you think they’d see us as a trusted source of information…and then perhaps go to us for more real estate advice? • Naturally attracts qualified leads & can shorten the sales cycle • If they’re already asking those questions, they are in ‘active and engaged search’ of information and IN the process…whereas we could market to people who aren’t active at all…and spin our wheels. Outcome-Driven Innovation

Joe Persona, Account Exec – Agriculture First Time Buyer Personal Information Biography Habits, Hobbies & Interests ? Age: 27 I’m a 3rd generation Mercedian. My Father has • I love being outdoors; it's why I chose to work Occupation: Account Executive worked for Merced County for 25 years in the in agriculture. I love the smell of dirt, farms and Marital Status: Single planning department, and my mom is a retired farming. Location: Merced, CA schoolteacher. I am the youngest of 3 children Religion: Doesn’t attend regularly (Mike 34 and Kelly 31). My older brother Mike still • Fishing, camping & boating Education Level: BA – Agriculture lives in Merced and is a mechanic for the County. • I own a dirt-bike but I store it at Mom & Dad’s Technology Level: 8.5/10 Kelly moved away for school and now lives in Ohio. I like to have my ducks in a row in life and until I can buy a place. Three Words Which Describe Me am tired of sharing this rental with my friends. I • When I travel, it’s usually pretty local. like to work with my hands and wouldn’t mind a • I love a good steak or burger, but I don’t mind Outgoing Traditional Follower few projects to make a place my own. My truck is a couple years old, and without too many expenses, trying a new Thai or Indian place, especially if Sources of Media Influence I’ve been able to save some money and Mom I’m trying to impress a love interest. thinks it’s time to put it to good use and buy a • I visit my mom and dad at least once a week, Social Media house. Someday I would like to have a piece of especially when mom is cooking something land, but for now, I’d like to buy a house I can start good! Only as necessary E-Newsletters/E-Newspapers Frequently Seeks with before life gets too serious. I’m okay with • I still game online, but work gets in the way YouTube older Merced but would prefer a little more North now. to be close (but not too close) to my parents who • I can be impulsive on smaller techy purchases, live in the Oakmont area. but with bigger things, I like to take my time Frustrations & Pains Brands I Love Podcasts • Older generations not taking me seriously Blogs because I’m a Millennial Traditional News • Immature girls my age • No nightlife in Merced for guys my age. Having to drive to Fresno for anywhere fun

Raul & Marisol, Dual Income No Kids Trading Up to Forever Personal Information Biography Habits, Hobbies & Interests Age: Raul 34, Marisol 31 We both grew up in different areas of California • Raul loves classical Music & Jazz and listens to it and despite both of us attending undergraduate in his make-shift man-cave and enjoys an ? Occupation: Both in Higher Ed and grad school away from our childhood homes, occasional glass of Remy. Marital Status: Married 7 years we decided to take career opportunities UC Location: Planada, CA Merced to teach. When we moved ‘home’ and • We love traveling abroad and we’re hoping to Religion: Attend Catholic 2x mo. started our careers, functional won over other reach the centurion list of 100 countries (we’re Education Level: Raul – Professor wants and needs, so we sacrificed space to at 79!) Engineering, Marisol – Professor English entertain and nicer finishes just to get into a place Technology Level: Raul 9.5/10 quickly. However, we knew eventually we’d want a • We love trying new restaurants Marisol 8.0/10 place to really put down roots and grow our family. • Marisol speaks 4 languages (Spanish, English, Three Words Which Describe Me We want to find the perfect place because neither wants to move again, maybe ever. We love to French & Portuguese) Adventurous Foodies Cerebral travel to interesting places (we honeymooned in • We’re both the middle children and love Istanbul) and Raul loves to Cycle and is a member Sources of Media Influence of a local cycling club. I love to read, connect with spending time when we can. Raul has 4 sisters my family and sorority sisters on social media, and & 2 brothers, I have 3 brothers & 1 sister. Social Media I have an herb garden in my backyard and am a • I see my sister at least twice a week and love to budding writer. While we want to start a family, go have girls night with her and a group of Only as necessary Frequently Seeks we’re not in any hurry, but we’ll probably give into friends we know from high school. social convention and bless our parents with one • Raul cycles and takes his fitness seriously and has competed in several road races; he is hoping to enter the Ironman someday. • I’m hoping to start a blog on gardening soon. E-Newsletters/E-Newspapers maybe two grandchildren. We like to be socially Brands We Love YouTube conscious and are liberal in thought, but don’t always follow the grain if it’s inconvenient. Podcasts Frustrations & Pains • Loud, obnoxious people • Cramped in the space we’re in – no space to Blogs entertain or garden! Traditional News • Driving the distance to work. Planada isn’t far, but it’s not close. We want close and convenient

Building our Delivery Methods SWOT by Tactic

Current Digital Tactic SWOT www Next Door Social Universe Next Door Website Content Production SEM/SEO 2020: Followers/Subscribers 2020: Blogs Produced 2020: Impressions 2020: Website Hits 2020: Blog Subscribers Strength: Video viewing/sharing network 2020: Website Registrations Strength: Anyone else doing a blog in the Strength: New PB Tool/CRM – 3 Pack Position CV on Real Estate of any clout? Weakness: Manual Posting (Hootsuite Weakness: Abundant Producers of Info on unlaunched – manual posting is not time Weakness: Too new to measure/reluctance the internet to register broken links may frustrate users Opportunity: Expand into Podcast, post efficient) Opportunity: Utilize the website as THE on Pinterest and LinkedIn to grow Opportunity: Insta-Story – Interaction/Pinterest place to go for fresh, relevant information subscribers, gain exposure, revenue Living in the CV/ LinkedIn/Realtors Engaging AND home search. producing (sponsorships/affiliate) Threat: Infancy stage, staff resources sphere on SM Threat: Limits of PB tool pages, blog page, Threat: Resources – Staff time/Photos not Open Houses, Google’s everchanging meeting standards algorithm

Traditional Marketing – Current Toolbelt Power of the People Promotional Gear • Networking/Professional Organizations • Vests (walking Billboards) • Event Tchotchkes & Leave Behinds for • Rotary • Boosters Homeowners • Kiwanais For Sale Signs • Referrals/Word of Mouth • Information on our Signs • Utilizing Realtor info on signs Out of Home Advertising • How could we expand • Local Youth Sports Billboards Building Signs • Buhach Thunder Baseball • Complete as of June • Corporate banner on fence • Announcement before games • Merced College Softball 3’ x 5’ Banner displayed on outfield

Where we’re winning & How to Keep Winning Next Door Winning Merced Facebook www Power of the People Rank: 2 Overall- 1 in Agencies for followers, #1 in Engagement consistently Next Door Website • Networking/Professional How we can keep winning: SEM/SEO Organizations • Keep consistent – don’t sweat the • Rotary Where we’re winning: 3 Pack – Frequently • Boosters technique in #1 or 2 Position • Many involved in various • Engage with our followers (pull vs push) How we can keep winning: charitable organizations which • Target for content seekers, not just Real put them in circles of influence • Contests & Live Events of buyers/sellers • Quizzes & Polls Estate customers • Hyper Relevant Content • Open House Page on website • Referrals/Word of Mouth • Breaking News-relate it back to our • Relevant Content (blogs, podcasts, • Hold Our Own Networking Events • VIP Seller Seminars – Let’s use our industry/CV/Merced/Agents when infographics, be the go-to for breaking necessary news source “what does Eric (Next Door) Conference Room! • Interesting articles/blogs think?” • NextDoor Minute-Local Happenings • Posting Reviews!

Digital Goals Twitter is used as a news source for Engage in email campaigns via mail chimp. many. More men use twitter than • Start With New Listings Speed to Respond via subscribing women in the US (not by much, but • Open Houses to credible RSS feeds on Hootsuite it’s one SM where they do lead • Price Changes females use). Blog posts, podcast Hootsuite– Hootsuite will be used for not only • Newsjacking – Riding the wave of links. Solid info/newsjacking also efficiency in posting, but also our social breaking current events (think valid here too (only if credible). listening tool. We can watch key information #staysafe) and Eric’s videos and how LinkedIn – Post credible content. including competitors, expansion areas (via other Real Estate Agencies copied Infographics work fantastic on hashtags) and market information as well as what he did. LinkedIn as they are quick hits. Eric interact across multiple social networks via penning articles on Real Estate this tool. Once it’s up and running full-speed, Podcasts & Affinity Marketing Industry, re-quoting NAR/NAHB this will be a very powerful tool for us. industry info as it relates to our market. Helpful homebuyer/homeseller Infographics and blog content. Lifestyle decorating with links back to our website or facebook

Digital Goals-Video Segments & Happy Customers Nextravaganza-Split Screen Live Broadcasts New Happy Customer Page on Website (promote via social media) Get Photo after closing • HQ Broadcast (in the Studio) Eric & David talking about relevant homebuyer topics • Realtor Broadcasting from Home “come down and see this fabulous home at 1234 Anywhere Ct. in Merced! We’re taking VIP appointments” • Affiliate Marketing Segments – • Local businesses interview ”why Merced, promote lifestyle etc.” • Play our commercial between Realtor live broadcasts

Targeted Content-Podcasts Reasons we need to Podcast demographics seem to point to • Generate Traffic make this a priority. first-time buyers. Here are the • Worth their time and whet First Time Homebuyer – proportions of podcast listeners based Our Secondary Target on age distribution (vs. its proportion to their appetite for more, the U.S population as a whole) which may include t3•a5rPg(ofeidrtscptaotsimdt cleiastsbetusnyeerrssa) riedeuanlder · 12-34: 48% (vs 37%) contacting us or looking up i•tdheoUnuntgiiqthyutielnelyathddeeercvoemlompsuonuitry – · 35-54: 32% (vs 40%) our website/SM •ctbhouePmyieirnmrjsgouo/unsnreinatlyelpiynroegtdshihcrdoaoesumntgte–– tperrevsieewnt · 55+: 20% (vs 23%) • Consider us an authority on •lPisotCdeconamesrtmsstudytpuericilniasgltleydnlriesivrtee–n-ptitmoodecast information and tell others • Recruiting in Different SOI’s AG/Recreational/etc through their followers

Traditional Goals – New Listing Presentation Top survey Branded Listing Presentations for ask MoxiPresent Updated and Sophisticated Face-first Available with CRS Designation + Subscription Fee Dash CMA Currently Free w/CRMLS through August Option #1 Build Our Own PowerPoint Option #2 Online CMA Solution Option #3 Online CMA Solution + Branded Customized Preso • Agents can fully customize and add/delete pages as they wish • Carry it with you – can present on tablet • More for Enterprise level Agencies (150+)-Aspirational • Might be too sophisticated for Agents to use or they don’t have • Need to talk to Kelly Perry about features to list here • They do have a pilot running if you have CRS PowerPoint- they would need help (do we have time to give?) • Cost after free trial worth it? designation with a subscription fee (est $30 p/mo) • Agents still must do the work on Comps, etc. then they must go through CMA Organization and enter the info in PowerPoint • Capable of building branded preso and have the CMA inside as well. • We control the branded template; they can only alter things • Could plug into or link to/from Property Base outside the template • Cost – No incremental cost to Next Door – Labor to Build Template in Canva or PowerPoint.

Traditional Goals – Fast Response Direct Mail & Custom Flyers Striking Semi-Custom Flyers for Realtor Marketing Postcards Realtor & Agency Thank You Cards Open Houses or Digital Ads BEYOND BASIC FLYERS – AT REALTOR REQUEST GRADITUDE GOES A LONG WAY AT REALTOR REQUEST • Just Listed • Thank them for their listing • Custom Style Flyers – Eye-catching Designs • Just Sold • Optional Handwritten via (upcharge applies) • Multiple Choices to Choose From • Special Opportunities (market fluctuations/conditions) • After Sale from Office -Include Tchotchke • Upcharge applies for labor/printing. • Vehicle to Test (Response code method/QR) • Low-Res available for Digital (not printable) • Title Co provides list (letter opener? Something easy and light to mail) • Upcharge Applies for labor/printing - WisePelican • To all who come to our events • Cards sent to folks ”just because” to prospect 3, 5, 10yr buy/list clients • Upcharge Applies for labor/printing should staff assist or promotional items accompany card

Traditional Goals – Events Grand Opening Nextravaganza Open Houses Show (Pre-Covid) VIP Webinars (Pre-Covid) (Delayed until after Covidly Appropriate) Nextravaganza LIVE Open Houses (Post-Covid) VIP Seminars (Post Covid) Public Celebration of Our Grand Open House Events VIP Seller Seminar Opening – Reopening of Merced • Traditional Methods to back-up the digital • How to Get the Most Out of Your Home When You • 150 VIP/Neighbor/Client Guests promotions Sell It • Build Buzz about our capabilities • Branded waters on-site(when we’re able to) • Target people who purchased 3, 5, 7, 10 • Feature our journey, our video etc • Feather Flags at Key locations years • Postcard invite • Open House Survey to visitors • Have pre-set CMA’s ready • Evite (digital) RSVP • Food & Entertainment First Time Buyer Workshop • Date TBD - COVID • How to Avoid the Biggest Mistakes When Buying Your First Home • Target Social Media Audience • Partner with Mortgage and/or Warranty Company

Traditional Goals –OOH & Community Involvement Billboards-Roadside Sponsorships & Volunteering-Community Involvement Charity Event Become Team Volunteers for Local Participation Habitat for Humanity Billboards-Sports Billboards- New Mall Opening

Building Our Mission Messaging To tell the story of Our Brand

Perfecting Our Story Brand Script

Cute story and all, but ... BUT THE BIG QUESTION IS.... What are the primary initiatives which will seincrea our bottom line?

Primary Initiatives 2020-2021 Company Realtor • Fully Develop our Branding & Company • Learn & Adopt Technology to Streamline Messaging Seller/Buyer Process • SEO-Awareness • CRM Development-learn the strength of • Social Media-Audience Growth, Fully Salesforce Leverage Hootsuite’s Power • Marketing Checklist for Realtors • Recruit The Best of The Best • Social Media Primary Target • Move-up Buyer • Walk then run • Learn when to Boost • Primary target – female • Traditional • 35-54 • Brand New Branded Listing Presentation • Dual Income Family • Flyers & Postcards – Perfect the process • Thank You Cards & Keychain with every closing

Secondary Initiatives- 2020-2021 Company Realtor • Content Development Program & Cadence • Drip Campaign First Time • Develop and Deliver In-House Seminars Homebuyer Process • New Homeowner • Win Merced County • What to expect • Proven Process for First Time Homebuyer • Proven Process for First Time Seller Secondary Target • Email Campaigns to Realtors (Merced County) • First Time Buyer Secondary Target • First Time Buyer

Tertiary Initiatives- 2020-2021 Company • Charity of the Month Program • Addresses our Values • Visibility in Community • Connection to businesses in community forges trust • Happy Customer Page • Photo’s whenever possible with buyers & keys “we help you unlock your dream!” • Develop and Deliver In-House Seminars • Seller Seminars (how to get the most) • Free no-obligation CMA on-site

Performance Metrics 1 Year Goal

Performance & Growth Projections 1-year plan

Paying for it All

What Percentage of our effort & $ Buyer Stage XX% Awareness 55% XX% Interest 20% XX% Decision 15X%X% Advocacy 10%

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