WILLIAMS & WILLIAMS MARKETING STRATEGY 11607 S Hudson Ave, Tulsa, OK
W I L L I A M S & W I L L I A M S
M A R K E T I N G S T R A T E G Y
11607 S Hudson Ave, Tulsa, OK
S I T U A T I O N A L A N A L Y S I S
• Property is a 4 bedroom, 3.5 bath home in a gated community, The Reserve at Forest Hills in South Tulsa
• The property’s design and location in the Jenks School District makes it an attractive home for an owner/occupant
• Seller would like to have a time-definite sale and closing
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M A R K E T I N G O B J E C T I V E S A N D S T R A T E G I E S
OBJECTIVES
• Return the highest market value to the sellers
• Drive potential buyers to visit the website for full property information and photos
• Drive attendance to the scheduled open houses
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STRATEGIES
• Utilize multiple marketing channels to deploy integrated campaigns aimed at bidder targets
• Develop creative messaging that positions the property for its highest and best use to the broadest possible audience
• Leverage marketing tactics deployed on behalf of other Williams & Williams auctions
• Offer online bidding for the real estate through AuctionNetwork.com during the live on-site auction
B I D D E R T A R G E T S
A N D A T T R I B U T E S
• Owner/occupant who desires to live in South Tulsa • Jenks School District • Shopping, medical, services and amenities within minutes
• Move-up buyers who may come from other parts of Tulsa or the surrounding area
• Investors who see the opportunity to purchase with favorable financing terms and capitalize on a strong rental market
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M A R K E T I N G C H A N N E L S
• On-site and Off-site Signs
• Williams & Williams website
• Auction Network website
• Local and Regional Publications
• Proprietary and rented mail lists
• Consumer/real estate website newsletters, listings and banners
• Proprietary and rented email contact lists
• Search Engine Keywords
• Social Media Sites
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W I L L I A M S A U C T I O N . C O M W E B P A G E
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• Website listing with all the resources needed to make a buying decision
• Full property descriptions and photo gallery • Live Chat option for personalized assistance • Links to research community amenities • View sample buyer documents such as contracts, HOA documents and
disclosures • FAQs to help bidders prepare for auction
A U C T I O N N E T W O R K . C O M M A R K E T I N G
• On-air promotions throughout the auction marketing cycle
• Included in Feature Property segment • On-air promos read live by Auction Network hosts • How to bid tutorial offered for first-time bidders • Nationwide audience of bidders and buyers each auction day • Bidder identity verification conducted prior to auction • Easy to use bidder-friendly interface
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The Power of Live Auction – On the Lawn or In the Studio
Appeal to two types of bidders: those who are currently searching for a home in South Tulsa/Bixby and those who aren’t actively searching but, can be converted to bidders once they learn of the opportunity
Active Home Shoppers ◆ Tulsa World of Homes quarter page – 3 Saturdays beginning
August 28 ◆ Tulsa World Classified “Acreage/Suburban Property” – Sept 9
& 12
Non Active Home Shoppers
◆ Tulsa World Business Section – 5.5” x 5 ad Sunday Sept 3 ◆ Tulsa Real Estate Report – Sept 8 ◆ Tulsa Business Journal – Aug 29
N E W S P A P E R
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D I R E C T M A R K E T I N G
Mail 4-color postcard to approximately 750 contacts
• Timing: Arrived in homes Mon-Tue Aug 23-24 to support upcoming first open house § Williams & Williams contacts in shared zip
code area § 750 contacts who share the same profile
as the immediate neighborhood based on scientific “segmentation” analysis
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Deployed e-marketing tactics in a geographically defined market area, reaching 93,384 contacts • Banner ads and 3rd party site listings:
§ TulsaBusiness.com § LuxuryHomes.com § Zillow.com § Oodle.com § AuctionZip.com
E - M A R K E T I N G
Deployed e-marketing tactics in a geographically defined market area, reaching 93,384 contacts • Banner ads and 3rd party site listings:
§ TulsaBusiness.com § LuxuryHomes.com § Zillow.com § Oodle.com § AuctionZip.com
Search Engine Advertising
§ Tulsa Luxury Home related keywords § Google § Googlemobile
§ Bing § Yahoo
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E - M A R K E T I N G
• Social Media to Fans & Followers
• Facebook posts for Williams & Williams and Auction Network throughout campaign
• Banner on Facebook filtered by city and age categories • Listing on Facebook Marketplace • Tweets by Williams & Williams and Auction Network
throughout the campaign • LinkedIN banner targeting vice president and C-level
executives, agents/brokers and investors in the Tulsa area
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