Local residents of Vancouver/Portland area, first time home buyers, or those who are wishing to relocate to the area, or looking to purchase a medium to above medium price range home in the Washington State (primarily in Vancouver, SW Washington). Average or above average income family or single individuals, 30-60 years of age, with or without children, with limited disposable income.
STRENGTHS: Technology - Realty ONE Group Cascadia is a brokerage that serves its agents with the latest mobile and web technologies, tools that help agents do their research, marketing and audience communication. Office Space: premiere office space to hold meetings with partners and clients, first-home buyer courses and other appointments. Training Institute - digital marketing tools, prospecting, listing presentations and other.
WEAKNESSES: Communication in a new role as a real estate agent. Ability to listen to the market, synthesize and reflect information to the client. Initial lack of publicity, audience interest or even a simple knowledge of the agent. Lead generation is another weakness - without any audience there is no lead generation, there is no income.
ADVANTAGES: a mid- to high-range property values are affordable in Vancouver, SW Washington area, in comparison to the nearing Portland and its suburbs. More people want to buy in Vancouver, as Portland market is simply more expensive.
THREATS: competition, there are many hungry agents in the area. 100% commission-based income makes it really difficult to stay in business without substantial lead generation.
Competitor Mini Review
Customer Decision Process
Core Messaging / 5 W's
The primary objective for the website is to generate interest in using Lewallen Home Properties services by providing information that pertains to buying and selling real estate. Website offers suggestions and tips, provides a search engine to view current listings and trends and offers advice. All of that in hopes to gather interest of the audience to use Lewallen Home Properties services in their purchase or sale of residential properties.
The target audience members visiting LewallenHomeProperties.com are potential home buyers or home sellers. The purpose of their visit is to:
- Obtain an agent who listens to the customer needs and acts for their interest. Brad comes from experience of buying and selling homes on his own and understands the side of the customer.
- As a member of Realty ONE Group Cascadia, Lewallen Home Properties is a trusted brand and empowered to simplifying the process of selling or buying homes.
- Provide tips on real estate trends, home improvements, mortgage calculator.
- Offer moving and relocation services and assistance.
- As a member of NAGLREP (National Association of Gay & Lesbian Real Estate Professionals) Lewallen Home Properties is an advocate for equality, human and civil rights, to support equal housing opportunities to LGBT community.
Potential keywords and phrases: Homes for sale Vancouver, WA, Real Estate in Vancouver, WA, Vancouver Realtor, Clark County Realtor, Southwest Washington Realtor, Home seller resources, Home buyer resources, Home worth
The main purposes of the social media channels are to inform and educate about current trends in the market thus increasing customer’s confidence in the brand. Also, to promote the human touch and personal approach to customer service by Lewallen Home Properties. Lewallen Home Properties is not just an agent it is your neighbor. And finally, to increase, to motivate and to promote the use of Lewallen Home Properties brand to buy and sell residential properties in the area.
- Company website url: BradleyLHomes.com
- Social Media Channel #1: Facebook.com/LewallenHomeProperties
- Social Media Channel #2: Twitter.com/LewallenHP
Visual Identity / Design
Educational workshop is a great opportunity to capture leads in the downtime of sales and inspire the audience to participate in the program in hopes that they will be ready to purchase homes with more available options. The central platform for this campaign was chosen to be Facebook (three posts, one targeted facebook ad, one pinned facebook post, one public event page) with additional Twitter, a single Eventbrite registration web page and two Adobe Spark web pages.
All throughout November and part of December Lewallen home properties have been posting on a regular basis (at least once every other day on facebook), promoting upcoming workshops, featuring listed properties, posting useful tips and tricks for increasing home value.
Lewallen Home Properties partners identified a neighborhood in Vancouver that has around 200 single family homes that are rent only residences. The residents of these homes are perfect candidates for the Rent to Home program because they are either in transition from moving into the area, have credit issues or do not think they can afford to buy their own. Lewallen Home Properties agents walked to each of those 200 single family homes, introduced themselves and handed a flyer with invitation to the workshop. They answered any questions residents had and if no one answered, they left the flyer and invitation on their door.
Social Media Posts Visual Reference
Facebook is the most utilized platform for this project. From Nov 4, to Nov 18 Lewallen Home Properties page increased from 152 to 162 page followers:
The highest organic post reach to-date happened on Nov 16, at 262 audience members:
The above statistics show increase in followers on facebook and organic reach up to Nov 18, 2018. The digital campaign has been established and is in a process of being implemented. Current campaign is differentiating from its original editorial calendar as the new strategy has been established by the partners. Particularly, the new campaign strategy is focusing on advertising for the periodical educational workshop to offer some insights on a Rent To Home program. This program offers options to rent to own or just rent or, if ready, buy the house instead of spending money on rent. This program, if successful, will generate interest in the community as the new year begins (so does the new house buying cycle).
Based on the data through Google Trends it has been determined that the cycles for rent/buy interest begins immediately after the holiday season and increase as the time progresses towards spring and summer, year after year. During the fall period cycle begins to slow down and reflect the trends as shown in the screenshot below.