Tales from a Recent Grad: 3 Things I Wish I Knew Before Graduating
Expired Listing Postcard
BACKGROUND: A young realtor was pursuing an expired $1 million listing. He wanted to send them a postcard or some type of marketing material to capture their attention.
PROCESS: I gathered background information from the realtor on the home features, previous marketing for the listing, as well as information on the clients themselves. I referenced a past letter our team had on file that is typically sent to expired listings. The letter was mostly just a list of our listing services with on a letter head.
STRATEGY: Since these home sellers were older individuals and our agent already knew them somewhat personally, I determined that a "handwritten" letter written from the agents perspective would be the best method to market directly to them and to stand out. I took a more personal approach and while still mentioning our attractive listing services, I also referenced the agent's personal strengths -- his availability and his drive. I also referenced the fact that past realtors had failed in their attempts to sell the home.
CREATION: I designed a postcard in the the look of a classic handwritten letter and wrote the full letter to be included in the card. I wrote a long and short form of the letter with both serving as an introduction to a potential listing appointment. On the backside of the postcard was then a more standard presentation of the team's unique listing services.
Golden Years Website and Brand Messaging
BACKGROUND: Golden Years, a senior living solutions company was newly formed and needed a website to launch the business. Branding, messaging, even an outline of services offered was needed to help market the business to potential clients.
PROCESS: I referenced similar websites offering senior living solutions and care and also spoke directly with the owner and company manager for more in depth information on the services offered. Keeping in mind that visitors of the site are likely the loved ones of the seniors instead of the seniors themselves, I wrote in a clear but sympathetic tone as if I myself were looking to place my family in a home or help them downsize.
STRATEGY: I focused on explaining the services of the company. They needed a site of information that potential clients to reference. I also determined that a service summary flyer could also be beneficial to physically hand out to nursing home directors or other potential clients.
CREATION I designed a website detailing the company's senior living solution services, established the brand's voice and wrote the service descriptions, mission statement, and even created the slogan for the company, "Dedicated to Providing Personalized, Safe, and Comfortable Senior Living Solutions and Care."
View the entire website.
WBGU FM, "Doggo DJ" social media adoption campaign
BACKGROUND: WBGU FM is active in the local community and often supports the local animal shelter. Instead of its typical fundraising efforts, I saw a unique opportunity to use the station's large social media following to promote dogs up for adoption in the area.
PROCESS: I reached out to the humane society for information and photos on all the dogs up for adoption. Based on that information and music knowledge, each adoptable dog had a "Doggo DJ" post created for them featuring their musical taste.
STRATEGY: Instead of sharing an adoption post from the human society social media accounts to the WBGU FM followers, I knew content related to the radio station would reach more followers and stand out.
CREATION: Using the same graphic template each week, a post would be made featuring a different dog and different style. Some of the music references were more modern an relatable to indie followers while other references were generic enough to appeal to a larger audience.
Personalized Social Media Content
BACKGROUND: A new agent wanted simple social media content to advertise to his followers about his new real estate career.
PROCESS: I talked to the agent about his goals for the campaign and learned more about his personal interests outside of real estate.
STRATEGY: Combining his real estate services and his other interests I tried to tie in both ideas in one campaign. Usually the agent would provide me with a photo and I would connect it back to real estate and how important a realtor is.
CREATION: Using the agents personal photos and knowledge of his chiropractic career and his hobbies, I created personal social media content for him to share every week.
Download KW Home Search App: Social Media Promotion
BACKGROUND: An outgoing realtor known for his goofy personality was interested in promoting his branded KW app on his social media. Being a fan of the Tiger King Netflix series and engaging with his followers with the series, he somehow wanted to incorporate Tiger King into his advertisement.
PROCESS: I needed to somehow tie together joking about the Tiger King series and encouraging and informing followers about the agent's new and helpful home search app. I came up with the headline "Find a house fit for a king" as a play on words of the series while also appealing directly to the followers needs to start their home search!
STRATEGY: I determined a social media graphic would be the best way for the agent to easily share a piece of content and start a conversation with his followers about his love for Tiger King and his new helpful app.
CREATION: I created a graphic with the main focus of Tiger King to instantly capture attention and tie together the "king" headline. I also wanted to visually focus on a phone displaying the app so followers could make the connection and understand a new app is available to them. I also instructed the agent to provide the download link to his app in the social media post itself so anyone interested could immediately download the app from the post.
May the Fourth Social Media Campaign
BACKGROUND: An realtor known for his goofy personality wanted personalized social media content to share on "Star Wars" day, May 4th.
PROCESS: I started by making a generic "may the fourth be with you" heading featuring the realtor as the Mandalorian. I then realized I could take advantage of the baby yoda memes gaining attention at that time.
STRATEGY: I identified what potential home buyers or sellers needed protection from when home buying or selling. A realtor protects you and helps you during the home buying/selling process.
CREATION: Instead of posing the simple question "need someone to protect you through the buying and selling process?" I captioned the meme following the template. The realtor fits as the protector and clients serve as the child that need protecting.
CLE3D Website and Brand Messaging
BACKGROUND: CLE3D, a real estate photography company needed website copy that would clearly explain their services to their current and future clients.
PROCESS: I thoroughly read over the existent copy on the website to determine what could be getting lost in translation to clients. I also spoke with the scheduler to learn more about the confusion of services and to understand more about the background of typical clientele.
STRATEGY: Employees of the company complained that clients were always asking the same questions about their services and mixing them up. I needed to get away from the "fluff" in the current copy and focus on explaining simply what each service is and how it can be used to benefit the realtors listing.
CREATION: It was clear that the website copy needed to be redone or revised. I completely rewrote the website copy to directly appeal to realtors looking to improve their listings and their branding. I made the copy more detailed, yet more conversational so it could appeal to young agents interested in utilizing the latest technology and also older agents who might need a more descriptive detailing of services, or more importantly, how it directly benefits their business.
"Hey Neighbor" Local Lead Generation Campaign
BACKGROUND: An agent acquired online leads for citizens likely to buy or sell their home in Wellington, the same city the agent lives in. He wanted to make full use of the leads and target these potential clients in every way possible.
PROCESS: I spoke with the agent to learn more about his goals with the campaign and to learn more about the list of people we were targeting and how to relate to them. I started writing the initial email content and from there condensed the messaging to create a postcard and social media ad campaign.
STRATEGY: Since the agent was a resident of the same city he was targeting I tried to focus on that connection to these potential clients. The messaging theme was "trust me for local restate advice here, I live here too."
CREATION: I created a social media, email, and direct mail campaign using the leads information. I created a custom audience in Facebook based on the information from the leads as well as a lookalike Facebook audience to run a targeted Facebook Ad campaign. I also created a postcard targeting a specific area outlined in the city of Wellington as well as a target email campaign all within the same month.