B REALTORS
Listing Marketing Plan
1st Floor 2/6, Manoora Street,
Darwin, NT 0800
Real Estate Agent: Tina Hagan
Company: B REALTORS
Telephone number: 0407116974
Fax number: 0498935445
Email address: t.hagan at brealtors.com.au
Website address: brealtors.com.au
Listing main webpage: realestate.com.au/property298
Initial listing price: $609,000
First listing date: 22/08/2014
Sale deadline: 25/10/2014
Agent commission: 2.4%
Property SWOT Analysis
Strengths: Recently redone kitchen with state of the art appliances, valued at over $60,000;
situated at a walking distance of one of the best public schools in Australia; new designer furniture.
Weaknesses: Intense traffic on the neighbouring streets during rush hour; located in the same
building with a private 24/7 gym (possible nuisance during the night).
Opportunities: Two multinational companies just opened offices in Darwin (C-level executives will
be relocated here).
Threats: There are two more apartments on the market on the same street at lower listing prices;
above average utility bills.
Buyer profile
Age group: 35-45
Minimum annual income: $220,000 AUD
Reason to look for a new home: relocation, the family’s need for space has increased, financial
gain that allows the family to move into an upper middle-class neighbourhood.
Identifiers: cash-rich, time-poor; internet savvy; healthy living; doesn’t watch TV; drives a
European car; social media user.
Advertising key messages
Proposed headlines:
“Newly Renovated Spacious 3 Bedroom Apartment”
“Stunning 3 Bedroom Apartment with Designer Furniture”
“Gorgeously Decorated 3 Bedroom Apartment in Larrakeyah”
Key focus: designer furniture, spaciousness, neighbourhood.
Property advertising plan
● Newsletters will be sent to 200 potential buyers within the real estate agency’s network.
Another 50 potential buyers from the agent’s personal network will also be emailed.
● Facebook promoted posts will be published every week, featuring pictures from the kitchen
and the master bedroom together with links to online listings.
● Facebook events for open house hours that will be promoted through inserts into the
newsletter of local businesses and publications.
● A Google AdWords campaign will run for a few weeks, to make sure that potential clients
that are interested to move into the neighbourhood
● The listing will be featured on the agent’s personal website and on the agency’s main
website.
● The HR managers of the biggest companies in Darwin will be contacted in order to receive the
listing presentation for their relocated employees.
Pricing strategy
Initial listing price: $609,000
The agent will work closely with a financial consultant to come up with a good-faith
estimate of how much it would cost a prospect with good credit to buy the apartment, even how
much it would cost to buy the house with a zero down payment.
If the house doesn’t sell after the first 2 weeks, we’ll start using the “monthly price” in the materials
that are advertising the listing ($2,800/month).
The minimum price for which the house can be sold is $597,000.