OUR MARKETING AND ADVERTISING VALUE
Our competitive advantage, and one of the reasons that we offer you a guarantee when you sell through us, is our understanding of marketing and advertising. We took our extensive experience before entering into real estate and have honed it over our career. We are at the cutting edge of providing some of the best materials and exposure for your home in the most coordinated and targeted way. We attribute a portion of our consistent ability to break records and achieve higher than average price results due to our marketing and advertising.
Most agents, when they enter the real estate industry, have little training or experience in marketing and advertising. Often they have limited budgets resulting in a lower quality of materials and direct it to the wrong group of buyers, which often reflects in the sale price of your home.
Our expertise in marketing and advertising began with exposure through numerous family members who achieved the highest levels in product goods, pharmaceutical, and advertising companies. Jennifer had her own giftware business, and Gordon was involved with a multi-million dollar advertising campaign for a construction association in Ontario. Transitioning to advertising and marketing of homes was much less daunting to us, and we have adapted our tactics to incorporate the use of digital technologies and social media.
We create an integrated marketing campaign specific to your home, starting with an in-depth analysis of who the buyer will be (target market). This analysis allows us to position your home to that group and develop strategies and tactics to address that buyer.
Our next step is to advise you on what, if anything, needs to be done to prepare your home for sale, from repairs, painting, re-arranging furniture to de-cluttering. We will also determine if staging your home (changing the look by replacing furniture, artwork, etc.) would be beneficial or if it would take away from the warmth and character you may have created.
Your home has a story, and we try to capture it through the description and details. We spend a considerable amount of time to create added value through this story by transferring it into feature sheets, property details, websites, and all other media vehicles we will use.
A picture is worth a thousand words, but one out of focus or from the wrong perspective sends the wrong message. We use and pay for professionals to photograph your home’s best side, create videos, and provide floor plans.
In addition to what we do through our Sotheby’s International Realty platform, our advertising includes the most current utilization of social media such as Facebook and LinkedIn, blogs, and our website, as well as print. Utilizing the best mix of advertising vehicles is critical for your home to receive the maximum amount of exposure. We believe you will find the quality of this website as an example of how we would market your home.
We understand the necessity of a strong corporate marketing platform that is international and current in all technologies to support our efforts. Sotheby’s web views posted in the Digital Marketing section of this site are 60 % higher than our closest competitor and more than 80% higher than the rest. It is easy for our competition to say they provide international exposure, but to do it effectively requires a vast network dedicated to real estate. Sotheby’s International Realty is ranked Number 1 by Google for luxury homes.
Communicating with you when each item will occur helps reduce your stress. We will create a marketing itinerary so that we can all see the timelines, adjust as necessary, and advise you if we anticipate an event that may have any impact on the successful sale of your home. Our Folio system ensures our accountability to you so that when we have successfully sold your home, you will no doubt, that we have genuinely exposed your home to the right market.