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Focus on luxury homes How to overcome We will include low- to-mid-range homes in our listings We will publish how-to blog articles on spotting diamonds in the rough, determining how much home you need, and calculating mortgages We will hold a seminar on finding the right home What is our plan to capitalize on our competitors’ weaknesses Competitor Weaknesses How to overcome Marketing materials What marketing materials and methods do we use to reach our target audience Example: Resource Website (our own) Key Features Notes Budget Listings with at least five photos each, blog articles, reviews, white papers, MLS and IDX feeds Refresh content monthly 1,000 What marketing materials and methods do we use to reach our target audience Resource Website (our own) Social media Facebook: Twitter: LinkedIn: Other: Online advertising on a related site (e.g., Zillow) Email drip campaigns Newspaper ads Direct mail postcards Signage Regular blog or contributor to another writing platform Brochures Media kit Business cards Flyers Key Features Notes Budget Resource Key Features Notes Budget Door hangers Giveaways Newsletter Holiday cards Videos Marketing calendar Who leads the creation and maintenance of our marketing calendar Marketing calendar lead What are our marketing milestones Example: Example: 33 increase in leads through online methods during each quarter of 2015 What are our marketing milestones Lead generation Return = ( of Leads in a Year x Conversion Rate) x (Average Selling Price) x Average Commission Note: The return on leads generated through an online source is calculated using an online close rate, which ranges between 0.02–0.04 percent..
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