| name | property-marketing-plan |
| description | Use when building a campaign for a listing — identifying the most likely buyer, choosing the channels that reach them, specifying the media, and sequencing the launch so a property gets its strongest first week. |
Property Marketing Plan
Marketing a home is not shouting to everyone; it is reaching the specific buyer most likely to transact, at the moment the listing is at full strength. This playbook builds that plan.
Name the target buyer
Before any channel or copy, describe who buys this property: household type, price band, what they are moving from or toward, and the two or three features that will make them stop scrolling. Everything downstream serves this buyer.
Set the message
- Choose the property's single strongest angle — the thing the target buyer wants most — and lead with it.
- Draft the headline and the key feature highlights around that angle, in the brokerage's consistent voice.
- Keep every claim honest and verifiable; a marketing promise the showing cannot keep loses the buyer at the door.
Specify the media
List exactly what the campaign needs and hand it to the photography coordinator with a deadline before launch:
- Photo set covering every space the target buyer cares about.
- Floor plan for orientation.
- Video or walkthrough where the property or price band warrants it.
- Specialty shots (twilight, drone, detail) only where they genuinely add.
Choose the channels
Pick the channels that reach the named buyer, not the widest possible net: the listing portals, brokerage site, email to matched prospects and agents, social, and any print or event only where the segment justifies it. Fewer channels done well beat many done thinly.
Sequence the launch
- Pre-launch: "coming soon" teaser to build a waiting audience where appropriate.
- Launch: everything live together at full strength — media, copy, all channels the same day.
- Follow-up: open houses, a mid-cycle refresh, and re-engagement of prospects who showed interest.
Measure and reposition
Track views, saves, showing requests, and feedback against expectations. If the listing underperforms its plan, act early: refresh media or copy, or send a price signal to the listing agent. Underperformance is a trigger, not a thing to wait out.
Output
A one-page plan: target buyer, message, media list with deadlines, channel set, launch sequence with dates, and the metrics you will watch.
