At ONE Sothebys International Realty one of our favorite phrases to live by isfiercemarketing. Our focus is to create innovative campaigns that are not only eye-catching but easy for agents to execute and apply to their own businesses. In the past year, the ONE Sothebys International Realtys marketing team has been recognized with several awards for digital campaigns includingObsessed andThe HomeCollection, showcasing the most inspiring properties along Floridas East Coast.
We asked Isadora Badi, our SVP of Marketing and the mastermind behind our groundbreaking marketing strategy to share insights about what made the The Home Collection such a hit with buyers. Her tips are especially helpful for real estate agents and prospective sellers to promote their home and get top value in a competitive market.
High-quality images photos, videos and virtual tours are key to capture views from buyers. Invest in staging to ensure you are happy with the final product. Work with an experienced photographer to capture the home at the right time; this will ensure you are showcasing the beauty of the home and its surrounding areas. A beautiful exterior shot at dusk inspires clients to view themselves arriving to an inviting home after a busy day.
Be clear in describing what makes the property unique. The goal is to provide precise information about the features, location and amenities, while avoiding adjectives such ascomfortableorbeautifulwhich are subjective.
Its vital to offer different ways to experience the property online. Be strategic and create the full picture of the property investment by sharing neighborhood stats, property videos and virtual tours. Live tours on social media are so engaging. Its great see the agent in action. They are also highly effective, especially when targeting buyers from other states and countries.
Keep the initial marketing pieces concise for maximum impact: A visually appealing social post, a thoughtfully designed email and landing page but include smart links so users can find you on social media, call you and ask questions and learn more about the property and the area.
Visit the property often and keep posting updates and new angles on your social media channels. Gone are the days when agents would create one set of images and video and use only those. Now more than ever, buyers are looking for dynamic content and the more authentic it is the better. Share a photo of the backyard next time if you visit the property. The following week, a short Instagram Reel of the wine cellar keep if fresh and genuine, full of your own personality!
I cant emphasize enough how a strong brand adds prestige to the home it represents. We are lucky to apply the ONE Sothebys International Realty brand reputation to our listings. That blue sign speaks volumes: it means that a home is of superior quality, marketed by the best agents in the business. To syndicate each home across all the marketing platforms available through the global network of Sothebys International Realty also adds a level of exposure that no other brand can offer. The brand can only sustain this level of credibility, because the marketing works. says Badi.
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