Tennessee Real Estate News
"Local Homeowner Taps into the power of Targeted Marketing to identify the perfect buyer and Sold their Lakehouse for a Record Price!"
By Using a highly targeted marketing campaign, this homeowner and their realtor were able to find multiple buyers and sell their home quickly and for Top Dollar.
-By Jason Gruner
Watch the Seller Study
This was a common situation I run into as a Real Estate Agent. The Homeowners came to me with a simple request, they wanted to sell their Lakefront Home, they wanted it to sell quickly and they wanted it to sell for the Highest Possible Price.This is an extremely common request from Homeowners, and I've developed a system to generate the most amount of interest in a home that I list for sale in the first 7-10 days of putting it on the market. It's a combination of both Online and Offline marketing using Video and Direct Mail Marketing to generate the highest amount of interest in the home.So I worked with the homeowner to come up with what the next steps were and we were off to the races to get it sold.
We Put Together a plan and went to work
We put together an extensive video first marketing campaign
We filmed both short and long form videos of the home focusing on telling the story of what it's going to be like to live there
We identified who the mostly likely buyer for this home would be, in this case it's a boat owner with a household Net Worth of over $2,000,000
We aggresively marketing through direct mail postcards and letters to our target buyers
We had multiple parties respond directly to our marketing and set up appointments to view the home
We executed on a budget of $13,000 in direct marketing expense to drive the maximum amount of interest in this home
The first piece of the marketing puzzle was to film a long form "Virtual Showing" of the home. These videos tell the story of the home and give the buyer the opportunity to see all of the high points explained and the story of the home is laid out.
Watch the Virtual Showing Video We Used to Showcase this home
Once we had the video dialed in and exactly how we wanted it, we put together a serious marketing budget to focus on getting it seen by the maximum number of serious buyers. There are some incredibly powerful tools available to do this. We were able to go in an have this video shown to buyers who had recently been on Realtor.com searching for Lakefront Homes. We were able to put together a custom campaign targeting anyone who had recently searched for "Nashville Lakefront Homes". We are also able to put together a list of registered boat owners, that also had household Net Worth of over $2,000,000 and target them directly with digital ads and video.We used these campaigns to generate of 100,000 Video Views across all the different platforms with an average watch time of over 5 minutes. This video has been watched by potential buyers for over 8,300 Hours, which is kind of incredible to think about.
In addition to the Long Form Video, we also produced 10 Short Form Videos. We used these videos as a gateway to get buyers interested enough to check out the main Long Video. These short form videos are created and distributed across Social media and Youtube and were seen almost 50,000 times.
Examples of a Few of the Short Form Videos
Running a Re-Marketing Campaign
Because the videos are distributed both far and wide, and we can track users that watch them, it's easy for us to create a Re-Marketing campaign that then "follows" the interested buyers around. Anyone who watched at least 15 seconds of one of the videos is tagged, then we're able to show additional advertising to them to get them back to take a 2nd look at the home online.This is one of the most powerful campaigns that we run, one of the most common things I heard from homebuyers that ended up touring this home was that they felt like they kept seeing it over and over and felt like they just had to come see it in person.This is a way we can make sure your home is in front of buyers that have already shown us that they are interested in it, this campaign is a massive leverage point when used correctly.
Example Re-Marketing Ads We use for this home
Our Targeted Direct Mail Campaign
Whenever we list a home for sale, one thing we always like to brainstorm with the current owners is who we think will be the ideal buyer for their home. The easiest starting point for this is, where were you at in your life when you bought the home and what were the big factors that made you interested in it and ultimately buy it. For this home, it was all about having a place to put their boat.We knew that this home would have the most appeal to someone who was currently a boat owner, and we also knew based on the price point we wanted to sell for we'd need to get a little more specific on the target audience. So we focused in and pulled a list of registered boat owners in the area with a household Net Worth of over $2,000,000. This gave us a list of a few thousand people in the area that matched this criteria.We then put together a postcard and letter campaign and sent them out with details on the upcoming listing and what a benefit it is for current boat owners to be able to keep their boat in their own backyard vs keeping it at a local marina. This worked extremely well as we saw a huge response to this campaign with a number of buyers reaching out directly to inquire about the property.
Summary
In summary, when you're thinking about selling your home it's critical that you choose an agent that is going to be able to execute a plan that gets your home the maximum amount of exposure to the market. If your agent's plan is to take pictures and put it on the MLS and wait for buyers and other agents to find it on their own, you're going to end up leaving money on the table.When you partner with an agent that is going to take an aggressive approach to marketing, make sure that your home is seen far and wide by the largest pool of potential buyers and take a laser like focus to finding that perfect buyer, you can rest assured that you are in good hands and you'll know that no stone was left unturned to find the perfect buyer.
If you're ready to sell your home for the highest possible price, and would like to talk with an agent that has a plan to do that, reach out to Jason Gruner at Coldwell Banker Barnes
Jason Gruner
Coldwell Banker Barnes
615-767-4551
jason@grunertn.com
Jason Gruner
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