Uploaded by Riley Gavan

Vision Vantage Marketing Plan

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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.
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