Strategies & Tactics for Landing and Selling Trophy Listings

Kevin Oldham

VP – United Country Marketing Services

HOW DO YOU DEFINE A TROPHY PROPERTY?

A trophy property is…• Typically defined as the top

10% of property by asking price (depending on local market)

• Properties listed above $1,000,000

• UC Definition: Any ‘must win’ listing that will establish or validate your company’s expertise in selling high end properties

Why secure trophy listings?• Income growth opportunity

through– Sale of property– Establishing reputation in your

area as a trophy property expert– Increasing brand awareness of

your company

• United Country’s unique marketing approach offers sellers the best opportunity to sell trophy properties– Vertical marketing (SPG)– 86 year heritage in selling trophy

properties

How do you secure and sell trophy listings?

Through a successful strategic marketing strategy supported by effective measurable tactics…..

Real estate marketing strategy vs. tactics

Strategy is the overarching plan to out-think the top producing competitors in your marketplace or niche. 

Tactics are the specific methods you use to execute your strategy.

Purpose of marketing strategy

• Win top-of-mind status in a category of business or niche

• Average consumer can only retain three companies or service professionals in their minds in any given category

The fight for mind share and market share applies to those who desire to be one of top three contenders for consumer attention….

Purpose of marketing strategy

the rest will fight over what is left over

Strategy development• Develop a strategic plan for the market

segment you want to own– Fall Strategic Planning Workshops– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan– Map out how you plan to execute and measure– Develop entry and exit strategy – Think of a few ways you may make slight

adjustments to maximize effectiveness

REAL ESTATE MARKETING STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it• Try new things • Don’t abandon parts that are already

working• Test different approaches for a small

segment of your Sphere of Influence (SOI)• Use a manageable percentage of your time

& capital for experimentation• Run a campaign and gauge results

– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and your situation

• Imperative to accurately measure results

Marketing isn’t just about numbers• Some successful campaigns may not work

immediately• Premature stops or changes can ruin

something potentially positive• If you don’t get more money from your

campaign ask yourself if it is helping in another area

Step 1: Determine format for listing presentation

• In person (preferred)– Best option…real estate

is a personal business• Laptop• Tablet (iPad or equivalent)• Print/hard copy

Sellers of high-end properties are typically technologically sophisticated. Use this to your advantage

Step 1: Determine format for listing presentation

• Virtually (not in person)– Webinar– E-mail– Phone with hardcopy

delivery via e-mail or express courier

Step 2: Research

• Determine seller’s motivation and goals for selling• Obtain thorough property history• If unable to visit the property before hand, search

online for images so you know what it looks like• Analyze

– Property– Market– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer Identification

• Put yourself in the buyer’s shoes– Search the web from

their perspective• Consider what media

they use• Define potential buyer

profiles• Leverage the UCMS

team for ideas

Step 4: Distribution Channel Review• Evaluate media channel reach to buyers• Innovative channels – think outside of the

box• Reach buyers where other companies are

not reaching them:– Commercial or high-end property

• Business section of newspaper• Online business journal websites / newsletters

– Luxury• Hollywood publications such as Variety

Step 4: Marketing Campaign Development

• Create sample UC marketing plan from intranet

(SPG area)

• Contact national advertising team for relevant 3rd

party media

• Identify SOI and past clients that fit your target

• Pull list of confidential buyers

• Consider targeted buyer list from UC Purchased

Names program

Step 4: Marketing Campaign Development

• Bring in UCMS team for assistance (optional)– Determine if seller is open to contributing to

the marketing campaign– Send UCMS team completed

EMS Creative Brief– At your direction UCMS will assist in proposal

preparation and presentation

Step 4: Marketing Campaign Development

• Market internationally– Most high-end buyers will be

from outside of the local market

• Listing Syndication• Leverage vertical sites

specializing in the property you have listed

• Trophy properties often require special tactics:– Custom web sites– Custom brochures– Professional

photography– TV– Radio

Step 4: Marketing Campaign Development

• Leverage strategic partners if applicable

Step 4: Marketing Campaign Development

Step 4: Marketing Campaign Development

Sample Included Services Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a Professional Listing Presentation

• Use

Specialty Property Group (SPG)

presentations– Customize to your company

• Add your credentials or resumes

• Logo

• Any marketing you do outside of

the UC program

• Drop in marketing campaign

Step 5: Develop and Present a Professional Listing Presentation

• Pull up SEO terms related to property and present a screen shot of the results

• Screen shots can easily be taken (Ctrl + Print Screen)

CONGRATULATIONS!YOU SECURED THE LISTING, NOW WHAT?

Execute against the marketing campaign • If UCMS was engaged, we execute the campaign for you and the

seller providing:– Dedicated project manager

– Weekly updates

– Timeline establishment / management

– Media buying & placement

– Creative direction

– Copywriting and editing

– Vendor management

– Design

– Interactive

– PR

– Quality control

GenerateDemand

Increase SalesIncrease Profits

Capture Customer Information

• Search Engines• Social Networks• Online Classified Ads• Video Marketing• Online Auctions• Email Marketing• Banner Ads• Website listings• Digital PR• Blogs• Ads• Direct mail

Customer Relationship Management

(CRM) Platform

Property Specific

Site

CompanyWebSite

Call

Contact Form

Chat

Convert Demand

Sales Process

Track progress and report regularly• Send website

analytics (traffic reports) to client

• Document where incoming leads heard about the property for ROMI

• Make adjustments as needed

Post sale reporting

PROVEN RESULTS

• Affiliate was originally a consultant

working on behalf of seller– $14.5M estate – Visited UC to inquire about marketing the

property– Consultant visited with EMS team and

was impressed with suite of services

• Consultant “sells” through UC and

EMS to seller• Results

– Consultant purchased a UC franchise– Secured the $14.5 listing for herself– Property currently under contract for

$12.5 million– Buyer found property through EMS

designed website

Case Study: Securing and Selling a Trophy Property

• Las Vegas, NM office attends United Power and learns about EMS

• Incorporates EMS into listing presentation and pitches developer

• Results:– Secures listing agreement on

80 lots that hadn’t sold under the previous brokerage

– EMS design custom brochures and website

– Agent secures 5 resale listings– Most recently double sided a

$460,000 property

Case Study: Securing a Development

• The Falls Athletic and Tennis Club and

an adjacent steakhouse were once the

centerpiece of a swindler’s development

• The businesses were unsuccessfully

marketed traditionally in an effort to help

repay losses suffered by victims of a

Ponzi scheme

• Receiver retained United Country –

Alliance Auction Realty to sell properties

at auction

• UCMS developed, pitched and executed

a fully integrated marketing campaign in

35 days

• Results: 27 registered bidders. 120

attendees. Sales price of $3.35 Million

Case Study: Health Club & Restaurant Auctiion

How To Get Started

Final Thoughts• To list more trophy properties you must differentiate

yourself from the competition with your:– Marketing– Technology– Reputation– White glove service

• You have the best tools available to secure and sell trophy properties of all types

• Contact UCMS if you have an opportunity and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing and Selling Trophy Listings

Kevin Oldham

VP – United Country Marketing Services