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  3. Execute it (start with ONE section)

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Homeowners, aged between 35-60, who are looking to sell their second homes and buy new properties; prioritizing debt reduction, location convenience, and proximity to workplaces and schools.

Audience Type

  • B2C
  • Homeowners, second-time property buyers

Needs – Primary Buying Considerations

  • Trustworthy and experienced consultancy for selling and buying property
  • Low upfront costs; payment upon successful sale
  • Proximity to locations of interest (family, work, schools)

Demographics

  • Age Range: 35-60
  • Gender: Both Male and Female
  • Geography: New Zealand
  • Income Level: $80,000+
  • Profession: Blue-collar jobs

Psychographics

  • Lifestyle: Homeowner, possibly family-oriented, interested in relocating
  • What they value: Trustworthiness, experience, minimal upfront costs and financial planning (debt reduction)
  • Pain Points: Navigating the property buying and selling process, finding properties in suitable locations
  • Buying Behavior: Value driven, possibly infrequent property buyers

2. My Message to My Target Audience

Refined Elevator Pitch

  • FBI empowers homeowners to confidently buy and sell properties, guided by seasoned, reliable advice, allowing them to achieve their dream location near family, work, and schools.

Understanding Their Pain Points

  • Uncertainty in selling and buying homes
  • Currently feel trapped by lack of knowledge in real estate transactions
  • Struggling to find a suitable home in their desired location

Transformation

  • Buying a home closer to family and work
  • Peace of mind knowing they made a well-informed decision
  • Improved quality of life as homeowners in a preferred location

Unique Selling Proposition (USP)

  • Grounded, experienced, and trustworthy advice
  • Assured success before payment, minimal upfront costs
  • Unparalleled commitment to educating and aiding clients

Brand Values & One-Liners

  • ''Unlocking dreams, one home at a time.''
  • ''The smart choice for informed home transactions.''
  • ''Realize your dream home with FBI.''

Tone

  • FBI's communications are grounded and reliable, embodying years of experience in the real estate market. It aims to make customers feel educated, empowered, and secure in their decisions.

Hero Text Idea

  • Flag Text: 'New Zealand Real Estate'
  • Main Headline: 'Unlock Your Dream Home'
  • Sub Headline: 'Informed decisions lead to better homes. Let us guide you on your home-buying journey.'
  • CTA: 'Start Your Journey Today'

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

Website

  • Redesign website to focus on value proposition and USP
  • Implement web tracking to understand user behavior and improve conversion
  • Optimize website for mobile for best user experience

Social Media

  • Focus on Facebook and Instagram, post property highlights and customer testimonials
  • Collaborate with local influencers for a home tour
  • Post twice per week with customer stories and educational content

Paid Advertising

  • Use Facebook Ads targeting homeowners in New Zealand, aged 35-60
  • Push Google Ads using keywords related to buying or selling properties

Content Recommendations

  • Informative blogs on property market trends
  • Tips on buying or selling for best value

Directories

  • Register on local directories like NZSearch and NewZealandSites

Publications

  • Write guest blogs for property-focused publications like New Zealand Property Investor
  • Feature in Real Estate Magazine NZ

Partnerships & Outreach

  • Partner with local banks for mortgage discussions
  • Offer workshops on property buying at community centers

SEO and Content

  • Implement SEO strategy focusing on keywords like: property selling, buying a new home

Offline and Local Media

  • Sponsor local events and community gatherings
  • Produce flyers for physical advertising

Online Networking

  • Engage in property related discussions on PropertyTalk forum

Cold Outreach

  • Target cold emails to property owners considering selling in the near future
During (Lead)

1. My Lead Capture System

Lead Magnet

  • The Ultimate Guide to Selling and Buying Property
  • Free Home Valuation Report
  • Quiz: Are You Ready to Sell Your Home?

Tripwire Offer

  • Introductory property assessment and consultation for a minimal fee

Welcome Sequence

  • Email 1: Introduction and thank you for showing interest
  • Email 2: Valuable tips for property selling/buying
  • Email 3: Case study showing previous success stories
  • Email 4: Call to book a full property consultancy call

Segmentation

  • Tag leads based on the type of properties they're interested in, and their stage in the selling/buying process

Chatbot and Automation

  • Implement a chatbot to capture basic lead information
  • Set up automation to qualify leads and move them to the next stage in the funnel

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Not specified
  • Recommended: HubSpot (automations, forms, email campaigns)

Sales CRM

  • Recommended: Pipedrive (easy pipeline tracking and handoff process)

Automated Follow-Ups

  • Post-opt-in follow-ups for new signups
  • Follow-up sequence after preliminary property valuation
  • Monthly re-engagement email for inactive leads

Newsletter

  • Frequency: Monthly
  • Topics: Real Estate Market Insights, Case Studies, Tutorials
  • Segmentation: Based on the stage in the home selling/buying process

Retargeting & Ads

  • Google Display Network (remarketing to website visitors)
  • Facebook Retargeting (Ads targeting interactions on Facebook and Instagram)

Social Media and Content

  • Posting frequency: At least twice per week on Facebook and Instagram
  • Content: Customer success stories, properties recently sold, market insights

Webinars and Events

  • Host a monthly webinar on relevant property selling/buying topics

Other Nurture Channels

  • Implement a chatbot on the website for instant engagement and lead capture
  • Utilize SMS for appointment reminders and brief updates

3. Sales Conversion Strategy

Sales Process

  • Retain trust-centered approach with emphasis on educating customers
  • Add risk reversal elements like money-back guarantee on initial consultation
  • Implement post-consultation follow-up through CRM automation

Sales Assets

  • Develop educational resources like brochures for prospects
  • Create a sale roadmap for prospects to visualize the process

Testimonials and Case Studies

  • Collect testimonials post-sale and showcase on website and social media
  • Write case studies of successful sales

Conversion Rate Insights

  • Add conversion tracking on the website, goal focus on consultation bookings

Urgency and Offers

  • Introduce time-bound free initial consultation offers
  • Use scarcity messaging in advertising (e.g., 'Limited slots available this month')

Guarantees and Risk Reversal

  • Offer 100% refund on initial consultation if the house doesn't sell within a reasonable timeframe

Shock and Awe

  • Send a personalized thank-you note post-consultation
  • Offer a small gift (like a branded mug or keychain) for each booked consultation
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email personalized with client's needs in selling/buying home.
  • Kickoff call introducing the process and setting expectations.
  • A personalized property market report detailing market trends in their area.

Communication Cadence

  • Monthly email updates on market trends and specific opportunities.
  • Weekly check-in calls during active buying/selling process.
  • Instant updates on new property availability matching client's criteria.

Client Education

  • Webinars on understanding the property market and negotiation techniques.
  • FAQs explaining process of selling a home and purchasing a new one.
  • Tips for staging a home for potential buyers.

Personalized Touches

  • Celebratory email or text message when selling their home.
  • Welcome home gift when clients move into their new home.
  • Birthday emails with unique home decor ideas.

Visuals and Documentation

  • Visuals of potential properties matching client's criteria.
  • Detailed reports post property visits.
  • Before and after photos for clients selling their homes.

Feedback and Proactive Support

  • Bi-annual satisfaction surveys to understand client satisfaction and areas of improvement.
  • Proactive communication for upcoming contract renewals or requirements.

Guarantee or Promise

  • No upfront costs, pay on successful transactions.
  • Provide a highly accurate property value estimation.
  • Assistance with negotiation for both selling and purchasing properties.

Operational Excellence

  • Strict adherence to appointment timings with clients.
  • Regular training for staff to keep them updated on real estate trends.
  • Fast response to queries via phone or email.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer property management services as annual contracts

Upsells & Cross-Sells

  • Introduce auxiliary services like home staging and professional property photography
  • Suggest related offers such as home valuation

Bundling & Packaging

  • Offer bundles combining consultancy, property listing, valuation, and management

Loyalty & Retention Programs

  • Create a referral program rewarding clients for directing new sellers/buyers to your agency

Custom Services and Personalization

  • Promote premium service for clients demanding top-tier properties or specific locales

Pricing Strategy

  • Reward long-term commitment with discounted rates on property management services
  • Implement a value-based pricing model for premium, bespoke services

Customer Data and Insights

  • Utilize CRM to monitor client turnover and identify opportunities for personalized engagement

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • $500 off on the next property transaction for every completed referral
  • Offer new referees a free home evaluation

Shareable Assets

  • Branded 'Refer a Friend' social media posts
  • Pre-written emails with trackable referral links

Timing and Triggers

  • Ask for referrals after a successful property sale
  • Automate a referral-request email two weeks post transaction

Client Success Stories

  • Share testimonials on social media and include a CTA for referrals
  • Include short success stories in newsletters with a request for referrals

Referral Contests

  • Quarterly contest with a 'Free Property Marketing Package' for the top referrer

Partner or Affiliate Programs

  • Partner with local businesses to provide discounts to referrers

Thank-You Experience

  • Send a handwritten note and a small gift to all successful referrers
  • Surprise high-value referrers with a free home evaluation of their next property

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