Talk to Our Team

Coastal REFocus

Your 1-Page Marketing Plan is Ready!

Below you’ll find your complete marketing plan built specifically for YOUR business using the same framework that's helped over 1 million entrepreneurs worldwide.

What to do next:

  1. Review your plan (scroll down)
  2. Save this link (For your records)
  3. Execute it (start with ONE section)

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team to show you what to prioritize and how to execute your plan.

‍

Claim your Bonus CallDownload as PDF
Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Top-producing real estate agents and small teams operating in fast-moving residential markets, with a keen interest in leveraging premium visuals for a competitive edge.

Audience Type

  • B2B
  • Real estate agents and small teams

Industries (if B2B)

  • Real Estate

Needs – Primary Buying Considerations

  • Fast, high-quality real estate media production
  • Next day delivery of media
  • Consistency in media quality irrespective of listing price point

Demographics

  • Age Range: 30–55
  • Gender: All
  • Geography: United States
  • Income Level: High (Top-producing real estate agents)
  • Profession: Real Estate Agents and teams
  • Business Size: Small to Medium

Psychographics

  • Lifestyle: Busy, tech-savvy, and mobile-first-oriented
  • What they value: Time-efficiency, quality, consistency, and ROI
  • Pain Points: Need for rapid, high-quality media production
  • Buying Behavior: Seeks trusted vendors for delegating tasks
  • Decision-Making Roles:
  • Primary Decision Maker: Real Estate Agents
  • Secondary Decision Influencers: Real Estate Teams
  • Support Roles: None specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Coastal REFocus provides top-producing real estate agents with fast, flawless, and consistent listing media through an effortless, next-day service, so they can win more listings, sell properties faster, and enhance their personal brands.

Understanding Their Pain Points

  • Difficulty standing out in a competitive market
  • Inconsistent and unimpressive listing visuals
  • Struggles in managing and timing media services

Transformation

  • Improved personal brand through high-quality visuals
  • Increased listings and faster sales
  • An effortless media management experience

Unique Selling Proposition (USP)

  • Unparalleled fast turnaround with Next Day Delivery
  • Simple online booking and concierge-style service
  • High-impact, consistent, editorial-quality visuals

Brand Values & One-Liners

  • "Shoot Today. Sell Tomorrow."
  • "We don’t just shoot listings—we elevate agent brands."
  • "Effortless booking. Flawless delivery."
  • "Built for agents who never stop."

Tone

  • The tone reflects a modern, reliable, and compelling brand - we aim to energize our customers and instill confidence and pride in their real estate visuals.

Hero Text Idea

  • Flag Text: "Top-Producing Real Estate Agents"
  • Main Headline: "Elevate Your Listings and Brand with Next-Day Media Chapter: 1/1"
  • Sub Headline: "With Coastal REFocus, win more listings, sell faster, and enhance your personal branding through consistent, high-quality visual showcases. Experience our effortless booking and next-day delivery."
  • CTA: "Book Your First Shoot Now"

3. The Media I Will Use to Reach my Target Market

Website

  • Coastal REFocus already has a website set up on a specialized platform.
  • Integrate Google Analytics to track key conversion events such as form submissions and booking button clicks.
  • Preference should be towards mobile optimization as the target demographic is tech-savvy and mobile-first.

Social Media

  • Focus heavily on Instagram and LinkedIn to reach real estate agents and teams.
  • Post 2-3x per week with a mix of listing visual showcases, customer testimonials, and behind-the-scenes content.

Paid Advertising

  • Prioritize Google Ads and LinkedIn Ads to reach the B2B real estate market.
  • Implement targeted Search and Display campaigns on Google and Sponsored Content on LinkedIn.

Content Recommendations

  • Create blogs highlighting the impact of high-quality images and videos on fast property selling.
  • Share success stories of real estate agents who have benefited from Coastal REFocus.

Podcasts

  • Consider guest spots on real estate-focused podcasts such as 'The Real Estate Guys Radio Show' and 'The Real Estate Innovators'.

Directories

  • List on industry-specific directories like the Real Estate Services Directory and B2B Yellow Pages.

Publications

  • Pursue guest writing or features in publications like Realtor Magazine and RE Journal.

Partnerships & Outreach

  • Engage with real estate agencies, listing sites, and prop-tech platforms for partnerships and referrals.

SEO and Content

  • Conduct a thorough keyword strategy to boost organic ranking for relevant search terms like 'real estate photography', 'listing media', etc.

Offline and Local Media

  • Sponsor local real estate events and trade shows.
  • Create high-quality, branded print materials for distribution at such events.

Online Events

  • Host webinars on topics like 'The Importance of High-Quality Listing Media for Rapid Selling'

Online Networking

  • Engage on platforms like Real Estate Forum, Active Rain, and Bigger Pockets.

Cold Outreach

  • Use LinkedIn to reach out to real estate agents offering a free sample shoot.
  • Always target top producers in fast-moving residential markets.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Community Photo Pack for neighborhood marketing
  • Guide: 'Top 5 Ways to Elevate Your Property Visuals'
  • Quiz: 'Is Your Listing Media Working?'

Tripwire Offer

  • Introductory offer: Mini-Shoot for a single property at a reduced rate

Welcome Sequence

  • Welcome email with the lead magnet and an introduction to the services
  • Follow-up email sharing success stories with previous clients
  • Third email introducing the Tripwire offer

Segmentation

  • Tag leads based on their interaction with emails and website
  • Segment into 'Engaged', 'Semi-engaged', and 'Cold' leads
  • Further segment 'Engaged' leads into 'Small Teams' and 'Independent Agents'

Chatbot and Automation

  • Use automated chatbot for initial queries
  • Transition to human support for specialized inquiries
  • Automate reminders for booking and follow-ups

2. My Lead Nurturing System

Marketing CRM

  • Current platform: GoHighLevel
  • Automation capabilities: email marketing, CRM, sales funnel automation
  • Recommended improvements or replacements: Keep GoHighLevel for marketing and nurture automation

Sales CRM

  • Current platform: Not specified
  • Pipeline tracking or handoff process: Need a seamless integration with GoHighLevel
  • Recommended upgrades: HubSpot CRM for sales tracking and pipeline management

Automated Follow-Ups

  • Types of automations: post-opt-in, anniversary and birthday greetings, request for reviews, request for referrals
  • Frequency or triggers: Immediately post-opt-in, annually for anniversaries and birthdays, post-project for reviews, quarterly for referrals

Newsletter

  • Frequency: Bi-weekly
  • Topics or content pillars: Real estate industry trends, showcasing past projects, agent success stories
  • Segmentation: Top agents, small teams

Retargeting & Ads

  • Platforms and goals: Google Ads for retargeting with a focus on leads who haven't converted

Social Media and Content

  • Posting frequency: 2-3 times per week
  • Content type or campaign focus: Behind-the-scenes, featured projects, client testimonials

Webinars and Events

  • Suggested cadence or purpose: Host quarterly webinars on how premium visuals can enhance agent brands

Other Nurture Channels

  • Chatbot, SMS, WhatsApp, or other automation tools: Use chatbot on website for initial inquiries

3. Sales Conversion Strategy

Sales Process

  • Revise primary sales process to increase transparency and streamline conversion
  • Develop ‘Welcome to Coastal REFocus’ pitch deck with visuals of past showcases, key selling points, and client testimonials to send to potential warm leads
  • Implement structured, automated email follow-up system post-prospect engagement

Sales Assets

  • Develop standard operating procedures (SOPs) for sales process to maintain consistency
  • Design a proposal template that highlights USP, core benefits, and bonus features for each offering

Testimonials and Case Studies

  • Incorporate process to request client testimonials post-project completion; two weeks after project completion suggested
  • Display testimonials on website and in sales presentations to boost social proof

Conversion Rate Insights

  • Implement CRM tracking for conversion rates per lead source
  • Goal: increase overall conversion rate by 10% in Q2

Urgency and Offers

  • Develop time-bound promotions such as 'End of Month Photo Boost' to drive expedited decisions
  • Offer exclusive bonuses (e.g., additional 10 photos for free) for immediate bookings

Guarantees and Risk Reversal

  • Highlight 'delivered next day or it’s FREE' guarantee prominently in sales conversations and materials

Shock and Awe

  • Consider sending a branded welcome kit to prospects post first interaction as a surprise and delight tactic
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email outlining what to expect, complete with video overview of the process
  • High-quality printed welcome kit for first-time clients with pre-shoot prep list and exclusive educational materials

Communication Cadence

  • Confirmation email after every shoot booking
  • SMS updates for shoot scheduling, completion and on its way to delivery
  • Weekly email updates about ongoing offers, seasonal packages, and helpful tips

Client Education

  • FAQs and video tutorials hosted on the website
  • Blog posts focused on maximizing value from listings, benefits of consistency in visuals, and current trends in real estate media

Personalized Touches

  • Celebrate client's first shoot anniversary with a thank you email and a promotional code
  • Handwritten thank-you cards sent with the delivered media

Visuals and Documentation

  • Gallery of before-and-after visuals for each project in the client portal
  • Detailed reports about the project including shoot details and delivery timeline

Feedback and Proactive Support

  • Request for review after the completion of each project
  • Quarterly satisfaction survey with a chance to win bonus shots for their next listing

Guarantee or Promise

  • It's ready next day, or it’s FREE! delivery promise
  • Hassle-free rescheduling or cancellation policy

Operational Excellence

  • Online booking system for a seamless scheduling experience
  • Maintain a consistent quality in deliverables irrespective of the listing's price point

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer multi-shoot contracts with a discount to encourage commitment
  • Implement an annual subscription model for agents requiring regular shoots

Upsells & Cross-Sells

  • Pitch add-on services like aerial drone shots and branded content creation
  • Offer premium shoots for high-value properties at a higher price

Bundling & Packaging

  • Bundle photography, video, and aerial drone service into all-in-one premium package
  • Offer a 'branding package' including editorial-quality photos, video and social media content

Loyalty & Retention Programs

  • Develop a points system for frequent use, redeemable against future shoots
  • Celebrate customer anniversaries with discounts or exclusive offers

Custom Services and Personalization

  • Allow high-value customers to request specific photographers or stylistic preferences
  • Offer personalized consultation services for best visual marketing strategies

Pricing Strategy

  • Introduce quantity discounts for purchasing multiple shoots at once
  • Tiered pricing for different levels of service - basic, professional and premium

Customer Data and Insights

  • Use CRM data to identify churn risks and proactively offer renewal incentives or address service issues
  • Analyze previous contract renewals to set optimized renewal reminder timing

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 20% discount on next shoot for successful referrals
  • Provide a 10% off exclusive offer to new customers referred

Shareable Assets

  • Create a referral landing page with easy-to-use referral code generation
  • Design branded referral cards with discount codes
  • Pre-made social posts announcing the referral program

Timing and Triggers

  • Ask for referrals after delivering outstanding media with next day results
  • Use CRM to automate referral requests after booking confirmation

Client Success Stories

  • Share testimonials on social media and the landing page of clients who have successfully used the products
  • Invite successful clients to share their stories on a live video chat

Referral Contests

  • Run quarterly referral contests with additional discounts for winners
  • Feature top referrers on email newsletters

Partner or Affiliate Programs

  • Approach well-established real estate teams for partnership referral programs

Thank-You Experience

  • Send a custom thank-you note with an additional discount to long-term clients who regularly provide referrals
  • Distinguish top referrers with a branded thank-you gift
  • Public recognition of top referrers on company's social media accounts

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

Claim your Bonus Call