Updated: Dec 23, 2022
Simply posting one image on social media isn't going to be enough these days to encourage buyers to come to a property.
You best believe that agents are on the phones more than ever and sending out more marketing material around a property than ever before.
So what does a marketing plan for a property look like today?
Using this strategy, you are also demonstrating to your owner the lengths you are going to go to, to get their property seen by the most amount of people. You will also have a game plan for each vendor meeting as to what you are doing in the upcoming week, to ensure you have buyers on auction day
Let’s have a look at a typical 4 week auction campaign, and what can be done to maximise your exposure.
Please, double check with your state's laws as to when you are allowed to commence marketing. I.e in NSW (Australia) we cannot market a property until an agent has a contract for sale and a signed agency agreement.
1. The Pre - market post - (Boost for $70 if you aren’t running an ad)
A teaser video or image giving a very short preview of your latest listing. What I used to love doing was taking a photo of a street sign with the caption “Would you like to choose your new neighbours”
2. The Pre - market email - sent to buyers only
This is a great opportunity to let buyers in your database know of your new listing and have the opportunity to view it, prior to hitting the open market.
The reason - This gives you the time to speak with them, without being distracted. This also allows you to see at what stage they are at.
3. The Pre market letterbox drop
Recently, I tried this with a Sydney agent, where we dropped 5 different streets, with 5 different open home times in the lead up to the property hitting the market. The agent is carrying one or two properties at the moment, so has enough time to do this.
The reason - For the people showing on any given inspection, you know what street they are coming from. So, even if they don’t want to give you their street address, you can always cross check their details in your RP Data or equivalent property sites to find out the exact address.
4. The Pre market SMS to buyers in the postcode
A great way to build your social media channels, could be to SMS a link to your social media post, with the preview announcement.
5. The Just listed post - (Boost for $70 if you aren’t running an ad - 7 days)
Your standard just listed social media tiles, including address & open times.
6. The Just listed email
Your standard just listed email, including address & open times.
7. The Just listed letter box drop
Your standard just listed DL or flyer, including address & open times.
8. The Just listed SMS to owners/landlords in the postcode
Very short message welcoming them to the first open home.
9. The reminder to the second open home post - (Boost for $70 if you aren’t running an ad - 7 days)
Standard property post with an image of the property, reminding your audience to come along to an inspection or book a private one on one.
10. Reminder on the second open home email
Standard property post with an image of the property, reminding your audience to come along to an inspection or book a private one on one. This would most likely be in your standard weekly OFI alert.
11. Reminder of the third open home post - (Boost for $70 if you aren’t running an ad - 7 days)
A great post to remind your audience that this is the final Saturday open home, before the auction. So, bring the family for another look.
12. Reminder of the third open home email
A great email to remind your audience that this is the final Saturday open home, before the auction. So, bring the family for another look or encourage those who have not yet seen it.
13. Final week post - (Boost for $70 if you aren’t running an ad - 7 days)
Get in and do your due diligence NOW. You have days left. A great post to encourage buyers who are watching you that they need to act. It’s also a great tool for vendors to see you giving your buyers every opportunity to act & get themselves prepared for the big day. This shows that you are doing EVERYTHING possible to get as many buyers to the auction as possible. That’s the very thing an owner wants on the big day.
14. Final week email
This would be sent to your buyer enquiry for the campaign, however, it’s also a good opportunity to let owners know the auction is approaching, so they can plan to attend.
15. Invitation to neighbours to come along to Auction - letterbox drop
A great way to seperate yourself from other agents in your area, is position the Dl or flyer in a way that says “apologies for the recent increase in traffic in your street, our auction is this saturday, so things will return to normal. An alternative is, “Thank you for your patience during the past few weeks, we appreciate there has been an increase in traffic. Just wanting to let you know, the auction for “property address” is this Saturday, so we expect things to go back to normal. Please feel free to come along if you would like to see what the property sells for.
16. Invitation to auction post
Let your social media audience know the Auction is this weekend.
17. Invitation to Auction email
Fairly simple, invite your homeowners to the Auction. This should be a separate email to the rest of your database. Something to the effect of “Dear Homeowner, I just wanted to let you know “Property Address” is going to Auction this week, as you own a property in the area, I’d love to invite you to come along. If you are unable to attend, I’m happy to let you know the outcome”.
18. Invitation to Auction SMS to owners/landlords in the postcode
Fairly simple, invite your homeowners to the Auction. This should be a separate email to the rest of your database. Something to the effect of “Dear Homeowner, I just wanted to let you know “Property Address” is going to Auction this week, as you own a property in the area, I’d love to invite you to come along. If you are unable to attend, I’m happy to let you know the outcome'.