60 day sm strategy to sell condo developments

Digital and Social Media Strategy and Solutions

social media for cool corporations

60 Day Campaign

Primary o Book sales appointments with sales agents

o Grow fan base 5x current Likes (3,000) over 60 days

Secondary o Grow prospect databases for ongoing property sales

o Increase lifestyle/brand awareness in your customer and prospect communities

o Maintain prospect connectivity to reduce future customer acquisition cost

Project Objectives

Strategy is how you differentiate How to engage key demographics

• Participation Strategies

– Leverage social media concepts and initiatives that have proven to be effective within the target demographic (your existing customer, prospect communities and datasets )

– Build apps and promotions that appeal to key market segments and social media behavior within those segments

• Content Strategies

– Leverage user generated content (UGC) -a major trend in the last 5 years (YouTube, Facebook, Twitter, Pinterest).

– Enable your target demographic to create and curate content & themes that reflect your development brand.

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Proven Strategies

Strategy is how you differentiate • Sharing Strategies

– Develop robust sharing tools and incentives that encourage your target demographic to introduce your lifestyle brand to their communities.

Its not just about the target consumer – its about their 130 friends

1 x 130x 130² = exponential growth

“93% of consumers identify word of mouth as the best, most reliable source of information about products and services…”

“Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising…”

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Proven Strategies

The way to get more Likes & appointments is a better online user experience and getting consumers to Share with their networks more often. A better user experience comes from applications that get the prospect involved and creates incentives for them to take action. RESULTS COME FROM CONNECTING ALL THE PIECES AND KEEPING ENGAGED Applications used to incentivise- • FB Sweepstakes Grand Prize • Pinterest Pin it, Win it (3x entries for Sweepstakes) • Appointment Booker (4x entries for Sweepstakes) • YouTube Video (share it and get 2x entries for Sweepstakes) The actions the clients will take in return are – • Give us their information through Likes • Share this information with their friends • Booking appointments with an agent

Tactics Employed

We create more ways to access these applications by-

o Market to current Likes- incentivises them to go to apps to Share & book appointments o Do a FB Ad buy – incentivises prospects to go to apps to Like, Share & book

appointments o Run a campaign to existing email database – incentivises them to go to apps Like, Share

& book appointments o Put QR codes on print – use QR codes that connect direct to apps so they Like, Share &

book appointments o Run viral YouTube viral campaign – run a campaign to get 1M views of current YouTube

property video o Connect ALL the social media, websites and videos so the more clients can Like, Share &

book appointments regardless of the application they are on. o Create Twitter account for special event- Tweet about show activities to followers to

drive them to apps We use a content management platform, such as Hootsuite, to post new

content (activities, incentives, promotions) to digital properties.

Tactics Employed

Custom and Standard Social Media applications o Facebook Sweepstakes App o Facebook Appointment Booker App o Pinterest Pin it, Win it App o QR Codes & print integration o Google+ Brand launch o YouTube Viral Video Strategy

Business Intelligence Reporting tools o Real Time campaign monitor dashboard o Tracking, ROI and metrics reporting o Detailed analytics o Consumer data management o Customized tracking systems to monitor & report on participant interactions

Technologies Used

Facebook Sweepstakes App:

o Fan gated Sweepstakes App, integrated with Facebook

o Goals: drive traffic and capture potential buyer data, consumer engagement, drive fan growth and viral sharing

o LINKS TO BOOK AN APPOINTMENT ( WITH EXTRA INCENTIVE REWARDS )

Call to action via digital/traditional channels driving traffic to FB - leverage media:

“Like us and enter to win our “Win $5000 of Home Furnishings”

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•email blasts

•Condo dev Twitter feed

• Sponsor Twitter Feeds

•FB wall posts

•FB media buys

•Print advertisements

•Online

•Direct Marketing

•Condo dev profile picture

•Pinterest

Facebook Sweepstakes application

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Step 1: Fan Gated- users must ‘Like’ the Facebook page Step 2: Splash page – Contest details, prizing etc.


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Step 3: Users fill out the contest entry form – buyer info

Name, Age, Postal Code, Email, Mobile number etc. oEmail sign up oDrop down menus

oSegmentation E.g. “Choose a Property 1 ,2 ,3 bedrooms”


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Step 4: Good Luck Page - Share it!

o Post to profile

o Share for double entries

oInvite friends


Appointment Booker: Private Presentation with a sales agent

o Fan gated App, integrated to Facebook to schedule an appointment to see their favorite property and keep FB community engaged and aware of new and exciting offerings ($5000 giveaway etc.)

o Goals: drive appointments, capture potential buyer data and product preferences, future buyer engagement, drive fan growth and viral sharing with other potential buyers


“Like us and enter to win weekly prizes!”

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•Weekly email blasts

•Condo dev Twitter feed

•FB wall posts

•FB media buys

•QR Signage ads

•Online

•QR Direct Marketing

• Condo development

profile picture

•Youtube videos (embedded)

Facebook Appointment Booker application

How it works

o Facebook Appointment Booker is a call to action using digital and traditional marketing tools (ie QR codes as a gateway)

o Participants enter via Facebook to view, browse and schedule an appointment at their leisure from their smartphone or computer

o Plus they are automatically entered to win your Facebook Sweepstakes

o Extra points earned for Sharing with FB networks

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Step 1: User is prompted to ‘LIKE’ your condo Facebook App. This automatically posts on their user Timeline


Step 2: simply View & Select a Property

• Roll over what Floor level you want to live on, click on it

• Choose a floor plan, click on it to view


• Roll over rooms to see pictures

CLICK HERE

For you own private presentation

Step 3: take a virtual tour inside & click

for a private viewing


Step 4: Book a Personal

Presentation with

a sales agent

Users select a time on their realtors calendar which works best for them


Step 5: Register to complete booking & be automatically entered into FB Sweepstakes

Users fill out the input form to finalize booking – data collection opportunity

oName, Age, Postal Code, Email, Mobile number etc. oEmail sign up oDrop down menus oSegmentation E.g. “Enter to win $5000 of Home Furnishings”

oPost to my profile!


How it works o Pinterest ‘Pin it, Win it’ is a call to action using digital and

traditional marketing tools (ie QR codes as a gateway)

o Participants enter via Pinterest to find view, browse and schedule an appointment at their leisure from their smartphone or computer

o Plus they are automatically entered to win your Facebook Sweepstakes

o Contestants earn extra points that are converted into extra entries to win with the Sweepstakes

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Pinterest ‘Pin it, Win it’ application

Pinterest ‘Pin it, Win it’ app – select your favorite home furnishings & show them off to win

Pinterest App, use Pinterest to choose your favorite home furnishings (& personal care products), share them with your network earns you points,

Goals: create buzz and capture potential buyer data and product preferences , future buyer engagement, drive fan growth and viral sharing with other potential buyers


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•Weekly email blasts

•Condos Lumière Twitter feed

•FB wall posts

•FB media buys

•QR Signage ads

•FB Apps

•QR Direct Marketing

• Condos Lumière profile picture

•Youtube videos (embedded)


Step 2: Find and ‘Pin’ individual household & personal items you like best. Follow them & they follow you

Step 1: Create a ‘furnish my new home’ Pinterest board


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Step 3: Like it and post it on your FB timeline, earns you points.


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Step 3: Share it on your FB network, and earns more points. The more people that you share it with, the more points you get to win.


How it works

o QR (Quick Response) codes are a two-dimensional matrix bar code that is used to identify products.

o QR codes are printed on any traditional print job. If the job is already printed stickers can be made and added

o QR codes are read by software thru the camera on smartphones and act as a gateway to digital applications.

o Unique QR codes are generated to connect to each Facebook, Pinterest, Youtube and website application.

o Most smartphones either come with a QR code reader (or they are free to download).

o Once the code is read you are redirected to the digital application. QR codes can be created for combinations of postal codes and applications. This means one postal code may have 4 unique QR codes for each application, thus 5 postal codes would require 20 codes

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QR code & print integration

QR code integration– QR codes are placed on all printed materials such as brochures, flyers, booklets and business cards

Goals: capture potential buyer data and product preferences from all printed materials, expand your digital footprint by connecting it with the reach of print distribution.

QR codes will link all digital applications and with printed products. It will also provide feed back on which printed products are most effective, thus lowering printing cost waste

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Printed materials with QR code

Smartphone reads code, opens Lumière app

Analytics tell us who looked at print materials and where they came from


How it works

o Google + your condo development Launch will be a comprehensive brand marketing launch on Google+ new brand profile pages.

o Google + is the fastest growing social network, incorporating a high level of awareness for brand pages. It incorporates strong Google applications and sharing tools for touching & managing multiple networks.

o This will leverage all existing social media activity under one comprehensive roof.

o It will allow you to build and expand on its growing fans and prospect community.

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Google + Lumière Launch

How it works

o YouTube Viral Video Strategy is designed to put the current & future videos of your development in front of 1 Million viewers

o YouTube Viral Video Strategy will have a call to action that connects it to one of the social media applications

o YouTube Viral Video Strategy will also be embedded in FB landing page so clients do not have to leave FB to view it, Like it and Share it

o YouTube Viral Video Strategy will be part of the Google + Launch

o New condo phase development videos will be launched on when they become available, building upon success of other videos and creating more reach

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YouTube Viral Video Strategy

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Multiple social connections to posted your YouTube video

Results in call to action social apps

YouTube Viral Video Strategy

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Business Intelligence Reporting tools

Detailed customer profiling data provided: 1. Number of participants

2. Number of detailed customer profiles collected

3. Number of visits to each page within the application

4. Number of uncompleted entries (to determine drop-off rates)

5. Email newsletter opt-ins & opt-outs

6. Viral marketing tool usage (Number of autotweets, Invites to friends, Posts to Profile)

7. Click-through from the application to an external site

8. Percentage change in Facebook fanbase

9. Average time spent on the Facebook page

10. Percentage change in Pinterest followers

11. Traffic sources

12. Activity per user (e.g. appointments booked, entered contest, voted)

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G Social is a division of G Spot Social Media

We combine 25 years of online and traditional media approaches with

one goal – sell stuff.

If you would like to find out more about this strategy and our other

services email us at [email protected] or

call 514.561. 9091

THANK YOU

mailto:[email protected]

60 day sm strategy to sell condo developments

Real Estate