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Your complete source for information about the LBI real estate marketplace since 1983
(formerly Coldwell Banker Sand Dollar Real Estate)
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Marketing/Advertising Plan
So you think it might be time to part with your shore property. I recognize this is not only a financial decision but often a very emotional decision as well. Your property is probably one of the largest assets you have and you want to be sure you find the right real estate agency to effectively and successfully market your property, and make the process as hassle free for you as possible.
Following are some general areas of concentration where I believe a Realtor must have expertise in order to accomplish these goals:
It’s a tall order if done correctly.
Each home is unique and each owner’s motivation differs. A good agent tailors the Marketing Plan for the property so that it meets and hopefully exceeds each owner’s needs and expectation. I can not go into every facet of my marketing program here because of all the personal variables that exist. However, I do offer all of my Sellers their own personalized Marketing Plan --with a guarantee:
If I do not perform as clearly stated, you may fire me.
That is how strongly I believe in my marketing approach to the LBI real estate marketplace. Now, let’s analyze one area that most home owners seem to key in on—the advertising of the property. The following gives the national averages of where Buyers originally look to make their purchase.
Where Homebuyers Looked to Buy in 2010 Internet 74% Real Estate Professional 69% Yard Sign 22% Open House 12% Newspaper Ad 9% Home Book/Magazine 6%
(These are national averages posted by the National Association of Realtors. Obviously, each market area is unique and the above list will vary a bit in the order of importance. I do believe that the average LBI purchaser is more internet savy than most and our potential buyers use the internet in even higher numbers)
Sand Dollar Real Estate's Advertising
THE REAL ESTATE PROFESSIONAL Always number one and rightly so. And we don’t mean your listing agent, we mean the ‘other guy’ who didn’t get your listing. When you list a property, you want the exposure of the local Multiple Listing Service (MLS) and hundreds of Realtors working for you, not just your listing agent or just their office. Your listing agent should be the ‘quarterback’ of the team, and that team should be the entire real estate community. Therefore, it is important that your property is not ‘pocketed’ by the listing agent or their company but quickly inserted into the MLS System. You also must be sure your agent and his/her company are known as a cooperating agency -- one that actually welcomes other Realtors to show their listings and does everything they can to educate ‘outside’ Realtors to the attributes of your property. This is an advantage that Sand Dollar Real Estate recognized many years back and have always encouraged the ‘other guy’ to show and sell our listings.
PRINT ADVERTISING For LBI, it is very important to find the correct print media in which to advertise. It must target the profile of the buyer of your LBI property. We focus locally but also realize the importance of out-of-area publications. Our buyers are usually here for only a week or two during the summer and ‘home’ the rest of the year. We need to reach them at ‘home’ and we know we need to reach the more upscale buyer.
Sand Dollar Real Estate's Advertising Media Some of the publications we advertise in are mentioned below. (This is by no means a complete list, but rather a sampling of the more important and unique ones for gaining the most exposure for your property.)
Local
The Sand Castles Magazine (the 'bible' for most serious LBI buyers). We generally take from 5 to 8 pages in a dedicated forward position in this magazine. We also have a full color page in the last segment as well as two color pages preceding our regular company ads. The Regional Directory - Chamber of Commerce Escape Guide- one of the most asked for booklet the Southern Ocean Chamber of Commerce produces. Oasis - a high end, high gloss magazine, distributed locally on LBI and out of the area (see below for more detail. We have taken the premium position of inside front cover plus the adjacent page.
Regional
Star Ledger's Homefinder - a special real estate magazine insert into the Saturday edition of The Star-Ledger giving distribution throughout the North Jersey and metro New York area. Jersey Shore Homes - distributed in the following counties: Bergen, Essex, Hudson, Union, Morris, Somerset, Sussex, Passaic, Hunterdon and Warren. In New York: Staten Island and Brooklyn. Also in the Southern Jersey/Metro Edition which is distributed in Burlington, Camden, Atlantic and Cape May counties as well as Philadelphia Metro Area, Lower Bucks and Upper Bucks counties. Oasis - a high gloss, high end full 4 color magazine distributed throughout the Philadelphia area. New Jersey Network Publishing Network - special edition called 'Suntastic Summer' includes: The 4 Somerset County and 3 Middlesex County Newspapers: Suburban News, Cranford Chronicle, Record Press, Independent Press, Hunterdon County Democrat, Delaware Valley News. Plus Union and Morris counties.
THE INTERNET At one time, print advertising was the main focus for promoting a property. As you can see from the latest surveys, the Internet is now ahead of print media. Sand Dollar Real Estate early on believed strongly in the use of the Internet, knowing that the average buyer of LBI is more “connected” than the general public. We have been ahead of the curve in offering exclusive Internet programs for both Buyers and Sellers for several years. We have also integrated our print advertising to take advantage of the many offerings we have on our company site, LBIrealestateNews.com, and have found the results to be excellent.
You will find us fully represented at:
Even on your potential buyer's iphone!
Some Facts about LBIrealestateNews.com
Below are just a few of the ways we attract potential buyers to your property through our web site.
Many potential buyers are taking advantage of our exclusive Early Buyer's Alert program. This program gives us continuous access to buyers who have given us their buying parameters and their time frame for a purchase on LBI. When we list a property that fits an 'Early Buyer's Alert' request, we email the buyer (s) a link to that property's information. Our 'This Week on LBI' keeps our buyers coming back weekly to find out what has just 'been listed', gone 'under contract' and 'sold' each week, as well as headline news from LBI. The latest market statistics and real estate newsworthy information is constantly being updated for the potential LBI purchaser.We have been highly recognized on the Google/Yahoo search engine. We also know that the highest usage of our site is after 5pm until the wee hours of the morning. Other offices may be closed, but we aren't. Your buyer can find your home on both the 'Featured Homes' page as well as your own custom web page.
No one on LBI has dedicated their resources like Sand Dollar Real Estate to developing such innovative marketing programs.
What does this mean to you? At Sand Dollar Real Estate, there is no doubt in our minds that a web presence is the most important marketing tool a real estate firm has to offer its customers and clients today -- and most certainly tomorrow. It cannot, however, just be a passive presence. By that, we mean, a static site of a few pages that rarely if ever changes from the day it was created. If it is, people will not return or recommend it to others.
Sand Dollar is putting tremendous resources into the Internet. Real estate is a business of people and a business of networks. Contact with people creates opportunity and the Internet allows us to reach more people more effectively than ever before. We are by choice a “boutique” company, which allows us to bring to you the highest level of commitment, creativity and expertise in the LBI real estate market.
If you believe this business philosophy makes sense, then give me a call, and I will be happy to discuss a customized Marketing Plan for your property.
Contact:
Pat Sepanak, GRI Broker/Owner
Sand Dollar Real Estate 609-494-1130 or email: PatonLBI@att.net
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