Document Vision Vantage: Offering Services to Real Estate Agents Riley Gavan, Reese Philips, Jesse Hoag, and Bri Schmidt Step 1: Marketing Situation Analysis: Marketing Goals and Objectives Market Overview: Real estate is a highly competitive market, with lots of agents and brokers all trying to appeal to the same target consumer. Target Audience: Real estate agents who are typically self-employed or work for real estate firms and are responsible for helping clients buy, sell, or rent properties. SWOT Strengths: Real estate agents have the potential to earn high incomes and have a high average transaction value. They also have flexible hours and the ability to be their own bosses. Weaknesses: Highly competitive industry Opportunities: Real estate agents don't have the time to research and learn digital marketing strategies. Threats: Internal marketing resources/external Step 2: Statement of the Problem In a crowded and competitive industry, real estate agents face significant difficulties in generating leads, differentiating themselves from competitors, and effectively marketing their services. Several agents lack the time and knowledge to effectively utilize digital marketing channels, resulting in missed opportunities to reach potential clients and expand their businesses. Step 3: Task Definition Problem: Generating leads Task: Develop and implement a targeted lead generation strategy that leverages digital marketing channels such as social media, email marketing, and paid advertising. Problem: Differentiating from competitors Task: Develop a unique value proposition for Vision Vantage that emphasizes its expertise in digital marketing and its ability to help real estate agents grow their businesses. Use this value proposition in marketing messaging and materials. Problem: ineffective marketing services Task: Develop and implement a comprehensive digital marketing strategy that includes social media marketing, email marketing, content marketing, and SEO. Tailor this strategy to the needs of real estate agents, with a focus on lead generation and building brand visibility. Problem: Lack of time and expertise Task: Provide real estate agents with expert digital marketing services that free up their time and allow them to focus on other aspects of their business. This may include services such as social media management, email marketing, and content creation Step 4: Media Model Selection A purchase sales funnel helps create a more detailed media plan that aligns with the customer journey of real estate agents. Awareness stage: Vision Vantage can help real estate agents build awareness by providing resources and tools to create engaging social media content and blog articles Vision Vantage can also help real estate agents with SEO (search engine optimization) to improve their website's visibility and search rankings Vision Vantage can assist with social media advertising campaigns to increase awareness among the target audience Consideration stage: Vision Vantage can help real estate agents generate interest and consideration by optimizing their website for lead capture and creating targeted landing pages for different audiences Vision Vantage can also assist with email marketing campaigns to keep potential clients engaged and provide them with relevant information Vision Vantage can provide real estate agents with data analysis and insights to better understand their audience and adjust their marketing strategies accordingly Decision stage: Vision Vantage can help real estate agents convert interested leads into paying customers by providing tools for effective lead nurturing, such as automated email sequences and personalized follow-up communication Vision Vantage can also assist with the creation of persuasive sales collateral, such as case studies, client testimonials, and product demos Vision Vantage can provide real estate agents with CRM (customer relationship management) tools to manage leads and track the sales process Loyalty stage: Vision Vantage can help real estate agents retain customers by providing ongoing support and communication, such as regular newsletters and social media updates Vision Vantage can also assist with upselling and cross-selling opportunities by providing real estate agents with targeted sales and marketing materials Vision Vantage can provide real estate agents with analytics and reporting tools to measure the success of their marketing efforts and make data-driven decisions for future campaigns. Media Objectives Increase brand awareness: Objectives: Increase social media following, increase website traffic, increase email list subscriptions. Strategies: Create engaging social media content, optimize website for search engines, run social media advertising campaigns. Generate leads: Objectives: Increase number of leads generated through website, increase number of leads captured through landing pages, increase number of email inquiries. Strategies: Optimize website for lead capture, create targeted landing pages, run email marketing campaigns. Improve conversion rates: Objectives: Increase conversion rates from leads to paying customers, increase upsell and cross-sell opportunities. Strategies: Provide effective lead nurturing tools, create persuasive sales collateral, provide CRM tools to manage leads. Retain loyal customers: Objectives: Increase customer retention rates, increase customer lifetime value, increase number of referrals. Strategies: Provide ongoing support and communication, offer upsell and cross-sell opportunities, provide analytics and reporting tools to measure success. Strategy Tactics: Hire a team of social media experts and content creators to develop engaging social media content and blog articles. Optimize the website for search engines and create targeted landing pages for different audiences. Run social media advertising campaigns targeting real estate agents and their potential customers. Use email marketing campaigns to nurture leads and provide relevant information. Create persuasive sales collateral, such as case studies, client testimonials, and product demos. Provide ongoing support and communication to customers through regular newsletters and social media updates. Measurement and Evaluation: Use analytics and reporting tools to measure the success of the media plan. Track website traffic, social media engagement, email open and click-through rates, lead capture and conversion rates, and customer retention rates. Adjust strategies and tactics based on data insights to optimize the media plan.
