SR

Marketing Strategy

Attraction is the engine of price.

Our marketing is not an add-on to the sale, it is the mechanism of the sale. At five million dollars in a village of one square mile, the buyer pool is small enough to count, which means the campaign cannot rely on portals finding people. It has to go and get them, and it has to make them feel there is no version of this where they simply wait.

4 weeks

From strategy to hammer, every day scheduled

$4.995M+

Relaunch price guide, revised upward on evidence

0

Dollars out of the sellers' pocket for marketing

01

Repositioning & Value Proposition

Before a single frame is shot we decide what this property is, who it is for, and why it beats the three or four other Village options a five million dollar buyer will see this month. The current campaign leads with a price. Ours leads with scarcity, scale and two units on one corner lot.

  • ·Competitive audit of every active and pending comparable in the Corona del Mar Village, the Flower Streets and Newport Heights
  • ·Buyer persona mapping: owner occupiers with an income unit, small multifamily investors, 1031 exchange buyers, second home and international purchasers
  • ·Proprietary Property Analysis, the Success Blueprint, delivered to Bud and the sellers
  • ·A new narrative and copy platform written for this property alone, in English and Chinese
02

Media Production

One coordinated production day delivers a complete media suite for a 3,649 square foot duplex on a 3,485 square foot corner lot. Nothing is templated and nothing goes live until it meets the standard.

  • ·Daylight, twilight, architectural and detail photography
  • ·Aerial drone stills and motion over the Village, Big Corona and out across the harbour entrance
  • ·Directed property film with lifestyle sequences on the turfed deck, at the fire pit and walking down to the sand
  • ·Accurate floor plans for both units, interactive tour and a full rental and disclosure pack
03

Relaunch & Saturation

The campaign relaunches everywhere at once on Wednesday, October 7. The first fourteen days generate the majority of enquiry, so we concentrate spend and attention exactly where it converts.

  • ·MLS, Zillow, Realtor.com, Redfin and Homes.com syndication with all new media
  • ·Dedicated property website with bidder registration
  • ·Multi-wave paid social and search with four weeks of retargeting
  • ·The Ocean Collective database and the eXp global agent network activated together
  • ·Bilingual campaigns plus investor, 1031 exchange and small multifamily channels
  • ·Second home and relocation targeting across Los Angeles, the Bay Area, Arizona and out of state
  • ·Editorial brochures, campaign board and corner signage on Iris Avenue
  • ·Personal calls to every agent who has shown a Village duplex or income property this year
04

Engagement & Optimization

Attention is only useful if it is measured and acted upon. Every inspection, click and conversation feeds a weekly decision with Bud about the price guide and the media mix.

  • ·Broker preview, twilight tour, open homes 1 to 2 PM each weekend and private appointments nightly
  • ·Structured buyer feedback captured after every inspection
  • ·Weekly written report with enquiry, inspection and engagement data
  • ·Price guide reviewed and lifted when the evidence supports it
05

Qualification & Auction Day

Interest becomes competition only when buyers are qualified, deposited and inside the gates. At this price point that work is the difference between a crowd and a result.

  • ·Proof of funds and finance verification on every registered bidder
  • ·Bidder briefings, registration and deposits
  • ·Reserve confirmed privately with the sellers and Bud in auction week
  • ·Accredited auctioneer and full on-site production, unconditional contract executed on the day

The Standard

Quality is not decoration. It is leverage.

A buyer decides how they feel about a property in the first few seconds of seeing it, long before they reach the gate. The quality of the imagery, the writing, the website and the presentation directly shapes what they believe it is worth.

That is why we invest in production standards almost no listing receives, and why we fund it ourselves. Better marketing does not just sell a home faster. It changes the number buyers are prepared to compete up to.

"Get the process right, and the price will take care of itself."

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