If your Seller were to ask you to give them a copy of your Strategic Plan for selling their property, could you do it? We’re not talking about a simple marketing plan with lots of internet tracking that costs you little or no money. Nor are we talking about a boiler-plate approach that a sixth-grader could do with; sign in the yard, MLS exposure, I-phone photos, and a couple of open houses. We mean a comprehensive, creative strategy that is constantly evolving and well-documented. Isn’t that what most Doctors, Lawyers, Accountants, and other professionals have to be successful with a project. If you hold yourself to the same standard as other professionals, you’ll find yourself light years ahead of the competition. A strategic plan like the one below, can distinguish you from all of your competition, and more importantly, it will dramatically increase your listing and sales conversion rates. Consider the sample Seller Strategy below. It includes a recap where past performance is tracked, and a Next Step for the coming week is documented every week. Use this approach to manage all Buyers & Sellers;
Strategic Plan
Mark and Mary Jane Watson
1000 Sunny Day Drive, Vero Beach, FL 32963
- August 1st
o Recap – Agreement signed, comps complete, price determined, rough-out marketing plan
o Next Step – Schedule staging, identify specific target market, create list of amenities
- August 8th
o Recap -Staging completed, target market identified, amenities list completed.
o Next Step- Schedule Photography & video, work on ad copy to target market-sizzling message
- August 15th
o Recap – Photography and video complete, photos selected, ad copy complete, brochure started
o Next Step – MLS input, complete brochure, identify target market and finalize marketing plan, upload video to you-tube
- August 22nd
o Recap – In MLS, brochure complete and ordered, marketing plan complete, sign up
o Next Step – Direct mail just listed campaign to community and boat owners, schedule company caravan and broker open, complete social networking campaign strategy
- August 29th
o Recap – 500 cards sent to community, 25 to boat owners, company caravan with feedback received, Broker Open held-27 agents participated, social networking campaign in place
o Next Step – Preview new competing listing, public open house, pass out invitation to neighbors
- September 5th
o Recap – New listing previewed, selling points established, open house-12 couples visited, 2 showings
o Next Step – follow-up with agents on showings, follow-up with open house visitors, call top buyer agents
- September 12th
o Recap – Positive feedback from visitors but no offers, keep in touch with them. Buyer agents contacted
o Next Step – Send brochure to top 12 buyer agents. Contact team past clients, advocates and sphere of influence.
o Next Step- Sunday Open house, ad in Yachting Magazine, attend neighborhood party
- September 19th
o Recap – Brochures sent to buyers agents, networking with sphere done, working with prospective buyer
o Next Step – Sunday open house, ad in Yachting Magazine, attend neighborhood party on Thursday
- September 26th
o Recap – Yachting ad placed, 5 couples at open house, attended neighborhood party
o Next Step – E-blast all agents, create website for listing, analyze recent sold comps and price points and discuss with owner
- October 3rd
o Recap – agent e-blast sent, website done, review of sales and price points discussed with owner, price reduced slightly
o Next Step – Price reduction networking and announcement to all parties that have shown an interest, secure a table as sponsor at boating event, hold open house
- October 10th
o Recap – several good prospects from event, 4 couples attended open house, revised price info sent to all parties
o Next Step – Social networking updates, network with local marinas and boat dealerships
- October 17th
o Recap – Facebook, linked-in and you-tube updates done, passed out brochures to marina, met 4 boat dealers to share information about property and network
o Next step – meet with banks that are financing large boat purchases to share property info and network, network at luxury event in Miami Beach with top national luxury agents
- October 24th
o Recap – Brochures distributed to 2 banks, compiled list of all luxury agents in attendance at the event, met 80
o Next Step – Send e-blast to national luxury agents from conference, open-house, send now is time to buy card to all past contacts interested in property, conduct another broker open for season intro
- October 30th
o Recap – 12 new agents at open house, 3 great showings, contact agents representing buyers of waterfront homes, 3rd mass-eblast sent with revised message to all agents and past buyer prospects, postcard mailed
o Next Step – Follow-up with agents on showings, and new buyer prospect, open-house
- November 6th
o Recap – Showing follow-up made, one buyer interested, offer being prepared with our buyer
o Next Step – Negotiate offer, follow-up with agents and buyers who have shown an interest in the past to let them know to shop offer
- November 10th
o Recap- Counter offer made by buyer, agent has another buyer that wants to make offer
o Next Step – Secure second offer and compare the two, do buyer proforma for both
- November 11th
o Recap – Proforma worked offer negotiated at 97% of asking price, tentative closing in 45 days, no mortgage contingency
o Next Step – Schedule inspections and appraisal and get closed!