房地產營銷.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 lawyerExample:The owner needs to decide and asse

7、ss offers from different companiesExample:The owner experiences an unexpected complication like a legal issue or a change in the marketExample:The owner sells the property,and is able to retire comfortablyExample:The owner returns to normal life1.AWARENESS2.CONSIDERATION3.CONVERSION123BUT DRIVING TH

8、EM TO CONVERTCONVERSION IS THE ULTIMATE GOALREQUIRES A STRATEGIC APPROACH THAT ADDRESSES THEIR CONCERNS,BUILDS TRUST,AND PROVIDES COMPELLING REASONS WHY.SO,THE QUESTION IS.WHAT JOURNEY DOES YOUR TARGET AUDIENCES TAKE?QUESTIONS?LET S DO SOMETHINGGREAT TOGETHERWe have had the opportunity to work with

9、some of the biggest and most innovative companies in the commercial real estate industry.Together,we have crafted marketing solutions to solve business challenges.E V E R Y G R E A T S T O R Y H A S T OS T A R T S O M E W H E R EWhat kind of message would we be sending if we gave you some generic mailboxto contact just as things are starting off?Cold and impersonal is not our style sohere are the best people to speak to.CEOM A R K K A L K W A R FCOOS K Y E R E V E L L