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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

  • Walk primarily targets larger real estate agencies and professional photography agencies requiring quality digital walkthroughs for their online and social media presentations.

Audience Type

  • B2B
  • Larger real estate agencies and professional photography agencies.

Industries (if B2B)

  • Real Estate.
  • Professional Photography.

Needs – Primary Buying Considerations

  • High-quality digital video production.
  • Efficient production (1 video cuts into various sections).
  • Ease of sharing on web and social media platforms.

Demographics

  • Age Range: Not Specified.
  • Gender: Not Specified.
  • Geography: Not Specified.
  • Income Level: Not Specified.
  • Profession: Real Estate Agents, Professional Photographers.
  • Business Size: Large Agencies/Companies.

Psychographics

  • Lifestyle: Busy, digitally connected.
  • What they value: Quality, efficiency, professionalism and convenience in video production.
  • Pain Points: Time-consuming and complex video production.
  • Buying Behavior: Prioritize quality and convenience.
  • Decision-Making Roles (Optional. Only include in ouptput if B2B Audience):
  • Primary Decision Maker: Company executives, Marketing Heads.
  • Secondary Decision Influencers: Social Media Managers, Production teams.
  • Support Roles: Staff involved in content creation and marketing.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Walk empowers real estate professionals to create and share stunning property video walkthroughs with a single recording, transforming their online presence and saving valuable time.

Understanding Their Pain Points

  • Difficulty in creating professional-quality property videos
  • Struggle with multiple filming sessions for various platforms
  • Inefficiency and expense of traditional video production

Transformation

  • High-quality property videos for web and social media from a single recording
  • Increased property visibility and customer engagement
  • Enhanced online presence and streamlined video creation process

Unique Selling Proposition (USP)

  • Unique video transformation: one recording, multiple platform-ready videos
  • Proven to save time and enhance online marketing initiatives
  • Outperforming competitors with a more efficient and cost-effective solution

Brand Values & One-Liners

  • Revolutionize your real estate marketing with Walk
  • One recording, countless opportunities
  • Upgrade your property videos, upgrade your sales

Tone

  • Walk embodies a visionary, empowering tone, inspiring real estate professionals to transform their marketing through innovative and efficient video technology.

Hero Text Idea

  • Flag Text: Revolutionizing Real Estate Marketing
  • Main Headline: Transform property walkthroughs with Walk
  • Sub Headline: Create stunning multi-platform videos from just one recording. Stand out online, engage prospects, and save time with Walk.
  • CTA: Start your Walk journey today

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

Website

  • Consider building the website with WordPress for its affordability, user-friendliness, and SEO capabilities.
  • Track key conversions like video walkthrough orders, quote requests, and newsletter sign-ups using Google Analytics.
  • Given the digital nature of the business, both mobile and desktop views should be optimized.

Social Media

  • Focus on visual platforms like Instagram, LinkedIn, and YouTube since they cater to the audience and support video content.
  • Post at least 3 times per week, including behind-the-scenes content, client testimonials, and 'before-and-after' videos.

Paid Advertising

  • Use Google Ads for search advertising, targeting terms like 'real estate video production' and 'property walkthrough videos'.
  • Invest in Facebook Ads to retarget website visitors and custom audiences.
  • Use LinkedIn Ads to reach target industries and job titles.

Content Recommendations

  • Blog posts providing tips for real estate marketing, benefits of video walkthroughs, and case studies.

Podcasts

  • Consider starting a podcast discussing real estate trends and digital marketing tips. It could be a great way to build thought leadership.

Directories

  • Aim to be listed on relevant industry directories such as the National Association of Realtors.

Partnerships & Outreach

  • Partner with real estate management companies and property platforms for joint marketing efforts.

SEO and Content

  • Create a blog to share industry knowledge and target relevant long-tail keywords.

Offline and Local Media

  • Attend real estate networking events and trade shows to demo the app.

Online Events

  • Host webinars teaching real estate professionals about effective video marketing.

Online Networking

  • Engage with community on real estate forums like ActiveRain and BiggerPockets.

Cold Outreach

  • Reach out to large real estate agencies through LinkedIn.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • '10 Tips for the Perfect Video Walkthrough' PDF guide
  • A 'Property Video ROI Calculator'
  • 'Real Estate Video Trends and Insights' newsletter

Tripwire Offer

  • Offer first video walkthrough at a reduced cost
  • Limited-time offer on annual plans

Welcome Sequence

  • Autoresponder email acknowledging subscription/registration
  • Follow-up emails to introduce and upsell services
  • Periodic emails featuring useful content and case studies

Segmentation

  • Track sources of lead generation to tailor communication
  • Segment leads based on size and type of their agencies
  • Use Hubspot for segmentation and automation

Chatbot and Automation

  • Automate lead capture process with a chatbot for quick responses
  • CRM integration with the chatbot to directly save contact info
  • Set up sequence of automated chat messages to engage leads

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation capabilities: Email automation, lead scoring, segmentation
  • Recommended improvements: Implement more detailed tracking and tagging for better personalization

Sales CRM

  • Current platform: Hubspot Sales
  • Pipeline tracking or handoff process: Track lead progress through automated stages in Hubspot Sales
  • Recommended upgrades: Use Hubspot Sales automation to streamline pipeline management

Automated Follow-Ups

  • Types of automations: Post-opt-in thank you email, tripwire offer email, nurturing emails featuring case studies or usage tips
  • Frequency or triggers: Post-opt-in immediately, tripwire offer after 2 days, nurturing emails weekly

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Real estate marketing trends, video walkthrough tips, customer success stories
  • Segmentation: Based on size and type of agencies

Retargeting & Ads

  • Platforms and goals: Google Ads for search retargeting, LinkedIn Ads for B2B targeting, Facebook Ads for website visitor retargeting

Social Media and Content

  • Posting frequency: 3 times per week
  • Content type or campaign focus: Behind-the-scenes content, customer testimonials, 'before-and-after' videos

Webinars and Events

  • Suggested cadence: Monthly webinars teaching effective video marketing

Other Nurture Channels

  • Chatbot: Automate lead capture and initial responses, integrate with Hubspot
  • SMS: Consider sending reminders or special offers to opted-in contacts

3. Sales Conversion Strategy

Sales Process

  • Analyze current sales process steps for inefficiencies
  • Reduce friction in order process by offering packaged solutions
  • Implement CRM like HubSpot for structured follow-ups

Sales Assets

  • Develop sales scripts centered around core benefits
  • Create a persuasive and visually engaging sales proposal template
  • Design a well-structured pitch deck showcasing USP and case studies

Testimonials and Case Studies

  • Implement a process to consistently gather testimonials post purchase
  • Showcase testimonials on website and within sales proposals

Conversion Rate Insights

  • Implement conversion tracking from CRM to analyze win rates
  • Aim to continually improve conversion rates by testing and refining sales process

Urgency and Offers

  • Institute a limited-time, introductory offer for new clients
  • Highlight potential cost-saving with the annual subscription
  • Offer exclusive bonuses/features for customers who close quickly

Guarantees and Risk Reversal

  • Clearly list the benefits and guarantees of the service on website and sales assets
  • Offer a money-back satisfaction guarantee to reduce perceived risk

Shock and Awe

  • Send physical welcome package to new customers with printed materials and small gift
  • Leverage technology to create personalized video messages for potential clients
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send welcome emails with account setup instructions and a video tutorial showcasing the app's features
  • Invite customers to a personalized online walkthrough of their new dashboard
  • Deliver a satisfaction survey after the first video production for feedback

Communication Cadence

  • Weekly update emails with industry trends, new feature announcements, and usage insights
  • Bi-weekly check-in calls in the first month, transitioning to monthly with increased product familiarity
  • Active presence on social media, promoting customer-created videos and offering topical tips and tricks

Client Education

  • An online knowledge hub with FAQs, video production tips, and app usage tutorials
  • Regular webinars and workshops on using video in real estate marketing
  • Instructional emails focusing on advanced features and best practices

Personalized Touches

  • Celebrate customer milestones (e.g., first successful video, 100th video) with email recognition, and social media shout-outs
  • Birthday and holiday emails/cards with discount coupons
  • Handwritten notes of thanks for customer referrals

Visuals and Documentation

  • Before and after comparison videos showing original clips and the transformed Walk version
  • Monthly reports detailing usage, engagement statistics, and upcoming features

Feedback and Proactive Support

  • Quarterly customer satisfaction surveys with a focus on product improvement
  • Rapid response team dedicated to resolving issues and delivering proactive, customer-focused solutions

Guarantee or Promise

  • 100% satisfaction guarantee - a full credit applied to the next video if customer is not satisfied with the result
  • 24-hour turnaround promise for standard video productions

Operational Excellence

  • Emphasize efficiency and punctuality in all customer interactions
  • Standardized email and social media response times
  • Prioritize team training in customer service and product knowledge

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Encourage viral marketing by offering a discount for every 12-month contract
  • Offer three tier contract options: monthly, semi-annual, and annual with corresponding discounts

Upsells & Cross-Sells

  • Offer advanced editing features as an add-on
  • Cross-sell by partnering with other businesses in the real estate vertical to bundle their services with ours

Bundling & Packaging

  • Introduce an all-in-one packaged deal that includes shooting, editing, and social media posting
  • Launch a premium package with access to priority support and enhanced features

Loyalty & Retention Programs

  • Introduce a referral program: offer credits per referral signup
  • Launch an annual customer award for the best-performing video and offer attractive rewards

Custom Services and Personalization

  • Offer a high-ticket tailor-made package that includes advanced personalised editing
  • Introduce an automated video solution for large-scale operations that require volume processing

Pricing Strategy

  • Offer prepaid plans with a discount to incentivize commitment
  • Price tiered-packages competitively and specify the added value for each

Customer Data and Insights

  • Track customer usage pattern through Hubspot CRM
  • Focus on the highest-used features and conduct targeted upselling

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • 10% discount on next month's subscription for successful referrals
  • 20% discount on their first month for referees

Shareable Assets

  • Pre-made social media posts promoting referral program
  • Referral-specific landing page on website

Timing and Triggers

  • After client has successfully created and shared their first video
  • Automate reminder via Hubspot after every successful video project

Client Success Stories

  • Share customer testimonials showcasing ease and efficiency of video process

Referral Contests

  • Quarterly 'Referral Champion' program with recognition and additional discount rewards

Partner or Affiliate Programs

  • Affiliate partnerships with real estate and photography industry influencers

Thank-You Experience

  • Handwritten thank you note and exclusive Walk merchandise for top referrers

Take Your Marketing Plan to the Next Level

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