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Morris Home Team

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • The ideal Morris Home Team customer is an individual or family in Ottawa who is facing a significant real estate decision. They value trust, calm guidance, and certainty.

Audience Type

  • B2C
  • First-time home buyers, growing families, and long-term homeowners.

Needs – Primary Buying Considerations

  • Reliable advice to make confident decisions.
  • Comprehensive service covering all aspects of the home buying/selling process.

Demographics

  • Age Range: Not Specified.
  • Gender: Not Specified.
  • Geography: Ottawa, Canada.
  • Income Level: Ability to invest in real estate.
  • Profession: Not Specified.

Psychographics

  • Lifestyle: Individuals who appreciate a non-pressured, comprehensive approach to buying/selling homes.
  • What they value: Honesty, transparency, trust.
  • Pain Points: Making a significant financial/emotional decision, lack of real estate knowledge.
  • Buying Behavior: Rely on trusted advisors; referral-based clients.

Secondary Target Market (only if applicable)

  • Not Specified.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Morris Home Team provides Ottawa families with calm, confident decision-making in real estate through their honest and detail-oriented approach, so they can move forward with clarity and peace of mind.

Understanding Their Pain Points

  • Uncertainty and stress in making significant real estate decisions
  • Overwhelm with the complexity of real estate transactions
  • Risk of making costly mistakes during the sales process

Transformation

  • Confident, calm decision making during real estate transactions
  • Clear understanding and navigation through the home buying or selling process
  • Financial stability and peace of mind after the transaction

Unique Selling Proposition (USP)

  • Trusted advisory approach rather than sales-focused
  • Offer stage-by-stage guidance with clear explanations
  • Utilize deep local knowledge for pricing and strategy

Brand Values & One-Liners

  • "Calm guidance, confident decisions."
  • "We're your advisers, not salespeople."
  • "Detail-oriented real estate made simple."
  • "Trust us with your next chapter."

Tone

  • Friendly and calming tone. Morris Home Team embodies an aura of tranquillity, confidence and wisdom, imbuing customers with a sense of trust and relief.

Hero Text Idea

  • Flag Text: Real Estate Advisors in Ottawa
  • Main Headline: Guiding Your Real Estate Journey with Calm Confidence
  • Sub Headline: We help you make informed decisions, avoid costly mistakes, and move forward with clarity.
  • CTA: Begin Your Journey Today

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

Website

  • Continue using WordPress for its flexibility and marketing integrations.
  • Track conversions such as form submissions and phone call clicks.
  • Focus on both mobile and desktop experience to cater to diverse user behavior.

Social Media

  • Focus on Facebook and Instagram to target families and first-time home buyers.
  • Post 3-4 times a week featuring listings, client testimonials, team introduction, and behind-the-scenes.

Paid Advertising

  • Use Meta due to the target demographics and ad formats like carousel for showcasing listings.
  • Run lead generation and conversion campaigns focusing on property listings and consultation bookings.

Content Recommendations

  • Blog on understanding real estate trends, step-by-step guides for buyers/sellers, neighborhood highlights.

Directories

  • Get listed on real estate directories like Zillow, Trulia, and Realtor.

Publications

  • Submit guest articles to Ottawa Citizen, Ottawa Sun, and home-related magazines.

Partnerships & Outreach

  • Partner with local businesses that align with homeowners—home improvement stores, moving services.

SEO and Content

  • Continue blogging, target long-tail keywords related to Ottawa real estate and home buying/selling guides.

Offline and Local Media

  • Continue outdoor advertising and community sponsorships.
  • Run direct mail campaigns to promote new listings or market updates.

Online Events

  • Organize webinars on home buying process, market updates.

Online Networking

  • Join local community groups on Facebook.

Cold Outreach

  • Target Linkedin outreach to prospective home buyers and sellers in Ottawa.
During (Lead)

1. My Lead Capture System

Lead Magnet

  • Home Buying/Selling Guide: A comprehensive downloadable guide covering major aspects of real estate transactions.
  • Real Estate Market Update: Regular newsletter with updates on Ottawa's real estate market conditions.
  • Property Value Estimator: An interactive tool on the website where users can estimate the value of their property based on certain criteria.

Tripwire Offer

  • Free Home Evaluation: Low-commitment offer enticing homeowners to start considering selling.
  • 'Moving to Ottawa' Info Session: A low-cost online session providing valuable information to potential new residents.

Welcome Sequence

  • Email 1: Welcome the lead, introduce the team, and provide an outline of what they can expect.
  • Email 2: Case study or testimonial demonstrating the value and results of using Morris Home Team.
  • Email 3: Invitation for an initial consultation call.

Segmentation

  • First-Time Buyers: Tailored education and guidance; reassurance.
  • Relocating Families: Emphasis on local knowledge and support during the transition.
  • Long-Time Owners: Guidance on valuation and market trends; focus on personal care and relationships.

Chatbot and Automation

  • Use chatbot for initial lead capture on the website.
  • Automate follow-up emails to keep leads engaged and informed about their real estate journey.
  • Integrate CRM with website forms for more efficient lead capture and management.

2. My Lead Nurturing System

Marketing CRM

  • Currently using a non-listed CRM
  • Improvements needed on automation and segmentation capabilities
  • Recommended platform: Hubspot CRM for its superior marketing automation and segmentation features

Sales CRM

  • Currently using a non-listed CRM
  • Improve tracking and handoff process with CRM - SalesForce is an option but given the monthly revenue, consider using Pipedrive

Automated Follow-Ups

  • Post-opt-in: Welcome email series introducing the team, services, and process
  • Post-consultation: Follow-up series addressing questions, offering resources, and urging action steps
  • Triggers: New lead capture, consultation booking, consultation completion

Newsletter

  • Frequency: Bi-weekly
  • Topics: Real estate market updates, home buying/selling tips, case studies
  • Segmentation: First-time buyers, relocating families, long-time owners

Retargeting & Ads

  • Platforms: Meta (Facebook), Google Ads
  • Goals: Increase repeat website visits, drive consultations, showcase testimonials

Social Media and Content

  • Posting Frequency: 3-4 times a week
  • Content Type: Listings, client testimonials, education, team introduction

Webinars and Events

  • Suggested Cadence: Monthly webinars on topics like the home buying process, market updates

Other Nurture Channels

  • Chatbot on the website for initial lead capture
  • Automated emails in CRM for follow-ups and nurturing
  • Consider introducing a SMS line for fast, personal updates or reminders

3. Sales Conversion Strategy

Sales Process

  • Continue no-pressure conversation as first customer interaction
  • Implement strong pre-qualification process to understand client's needs
  • Develop follow-up automation for clients at each stage of sale

Sales Assets

  • Develop concise proposal templates highlighting core benefits and unique approach
  • Create objection-handling scripts addressing common concerns like price, timing, and outcome

Testimonials and Case Studies

  • Gather client testimonials post-closing
  • Share testimonials on website, social media and direct mail campaigns
  • Develop case studies from successful transactions to highlight expertise

Conversion Rate Insights

  • Use CRM to track lead conversion rates
  • Analyze points of drop-off and develop strategies for improvement

Urgency and Offers

  • Create seasonal campaigns around active real estate periods
  • Use local market trends to instill urgency without pressure

Guarantees and Risk Reversal

  • Clearly communicate risk reversal strategies such as resolution of post-sale issues

Shock and Awe

  • Send personalized thank you notes post-closing
  • Share housewarming or moving day gifts to celebrate client's new home
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send an elegant welcome package containing a personalized letter, local restaurant/shop gift cards.
  • Start the client-journey with an introductory video call.
  • Give a step-by-step printed overview of the buying/selling journey with Morris Home Team.
  • Conduct a home presentation workshop to help clients understand how best to present their homes.

Communication Cadence

  • Weekly check-in emails with progress updates and next steps.
  • Hold bi-weekly video calls with clients for personalised updates.
  • Ensure a response time not exceeding 24 hours for important client queries.

Client Education

  • Conduct client webinars on the Ottawa real estate market trends.
  • Provide e-books on tips to get the most out of the real estate transaction.
  • Share concise video narratives of successful sales process from past clients.

Personalized Touches

  • Celebrate milestones (deal closing, moving day) with stylized e-cards and social media shout-outs.
  • Hand out personalized thank you letters during key stages of the business.
  • Offer a thoughtful housewarming gift or a home-crafted 'welcome home' basket.

Visuals and Documentation

  • Maintain curated before and after photos of home staging transformations.
  • Share comprehensive monthly progress reports with each client.
  • Use appealing infographics to explain market trends and real estate strategies to the client.

Feedback and Proactive Support

  • Send out a feedback survey upon completion of each stage of the buying/selling process.
  • Address client complaints within 24 hours.
  • Follow up on negative feedback with telephone calls to resolve any outstanding issues.

Guarantee or Promise

  • Provide a unique Selling Promise: 'Our guidance until your complete satisfaction, or we re-list for free.'
  • Offer a risk-free policy devised specifically for each individual client scenario.
  • Provide free consultations for clients looking to re-enter the market within 24 months of a transaction with Morris Home Team.

Operational Excellence

  • Uphold strict adherence to timely communication and punctual meetings.
  • Ensure professional attire and conduct for all team members during client interactions.
  • Develop a standard to compile all client documentation within 48 hours of a request.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Upsells & Cross-Sells

  • Offer home maintenance packages post-sale
  • Provide staging or home improvement services for preparing homes for sale

Bundling & Packaging

  • Package buying and selling services together for clients looking to upgrade or downsize
  • Bundle home inspection, legal, and moving services as a premium package

Loyalty & Retention Programs

  • Develop a referral system, where existing customers receive discounts on future services for successful referrals

Custom Services and Personalization

  • Offer premium services for luxury property sales
  • Provide personalized home search services based on customer preferences

Pricing Strategy

  • Offer senior citizen discounts to incentivize long-term relationships
  • Implement value-based pricing tied to the value provided, especially for custom services

Customer Data and Insights

  • Use CRM to track customer preferences for personalized offerings
  • Analyze churn data to identify reasons and develop preventive strategies

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Cash reward for successful referrals ($500)
  • Discounted commission on future transactions for referrers
  • Exclusive real estate consultation or market analysis as a gift for referees

Shareable Assets

  • Pre-made social media posts featuring client success stories
  • Digital referral cards linked to referrer's profile in the CRM
  • Customized landing page for each referrer to track referrals and rewards

Timing and Triggers

  • Direct request for referrals during successful closing celebrations
  • Automated email request after client's first anniversary in the new home
  • Periodic check-ins through newsletters, highlighting the referral program

Client Success Stories

  • Video testimonials from happy clients after closing, shared on social media
  • Written case studies in emails and newsletters, featuring the home buying/selling journey

Referral Contests

  • Quarterly contests with rewards for highest number of successful referrals
  • Recognition for best referrers on social media and newsletters

Partner or Affiliate Programs

  • Commission-based partnership programs with local businesses (e.g., decorators, movers, etc.)

Thank-You Experience

  • Special thank-you gift baskets for top referrers
  • Personalized thank-you letters to referrers with a surprise gift card
  • Recognition of high referral clients on the website or social media

Take Your Marketing Plan to the Next Level

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