Slide 1

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 2

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 3

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 4

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 5

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 6

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 7

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 8

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 9

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 10

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 11

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 12

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 13

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 14

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 15

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 16

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 17

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 18

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 19

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 20

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 21

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 22

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 23

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 24

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 25

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 26

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 27

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 28

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 29

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 30

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 31

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 32

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 33

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 34

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 35

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 36

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 37

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 38

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 39

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 40

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 41

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 42

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 43

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 44

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 45

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services


Slide 46

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services

HOW DO YOU DEFINE A TROPHY
PROPERTY?

A trophy property is…
• Typically defined as the top
10% of property by asking
price (depending on local
market)
• Properties listed above
$1,000,000
• UC Definition: Any ‘must
win’ listing that will establish
or validate your company’s
expertise in selling high end
properties

Why secure trophy listings?
• Income growth opportunity
through
– Sale of property
– Establishing reputation in your
area as a trophy property expert
– Increasing brand awareness of
your company

• United Country’s unique
marketing approach offers
sellers the best opportunity to
sell trophy properties
– Vertical marketing (SPG)
– 86 year heritage in selling trophy
properties

How do you secure and sell
trophy listings?
Through a successful strategic marketing strategy
supported by effective measurable tactics…..

Real estate marketing
strategy vs. tactics
Strategy is the overarching plan to outthink the top producing competitors in
your marketplace or niche.
Tactics are the specific methods you
use to execute your strategy.

Purpose of marketing strategy
• Win top-of-mind
status in a category
of business or niche
• Average consumer
can only retain three
companies or service
professionals in their
minds in any given
category

Purpose of marketing strategy
The fight for mind
share and market
share applies to
those who desire to
be one of top three
contenders for
consumer
attention…. the rest will fight over what is
left over

Strategy development
• Develop a strategic plan for the market
segment you want to own
– Fall Strategic Planning Workshops
– Course curriculum available on UC Intranet

• Have a plan to implement your strategic plan
– Map out how you plan to execute and measure
– Develop entry and exit strategy
– Think of a few ways you may make slight
adjustments to maximize effectiveness

REAL ESTATE MARKETING
STRATEGY CONSIDERATIONS

If it isn’t broke, don’t fix it
• Try new things
• Don’t abandon parts that are already
working
• Test different approaches for a small
segment of your Sphere of Influence (SOI)
• Use a manageable percentage of your
time & capital for experimentation
• Run a campaign and gauge results
– If successful apply tactic to larger part of SOI

Measure results

• Determine what works best for you and
your situation
• Imperative to accurately measure results

Marketing isn’t just about
numbers
• Some successful campaigns may not work
immediately
• Premature stops or changes can ruin
something potentially positive
• If you don’t get more money from your
campaign ask yourself if it is helping in
another area

Step 1: Determine format for
listing presentation
• In person (preferred)
– Best option…real estate
is a personal business
• Laptop
• Tablet (iPad or
equivalent)
• Print/hard copy
Sellers of high-end properties are typically technologically sophisticated.
Use this to your advantage

Step 1: Determine format for
listing presentation
• Virtually (not in person)
– Webinar
– E-mail
– Phone with hardcopy
delivery via e-mail or
express courier

Step 2: Research
• Determine seller’s motivation and goals for selling
• Obtain thorough property history
• If unable to visit the property before hand, search
online for images so you know what it looks like
• Analyze
– Property
– Market
– Seller

• Don’t take a listing that is unsellable

Step 3:Target Buyer
Identification
• Put yourself in the
buyer’s shoes
– Search the web from
their perspective

• Consider what media
they use
• Define potential buyer
profiles
• Leverage the UCMS
team for ideas

Step 4: Distribution Channel
Review
• Evaluate media channel reach to buyers
• Innovative channels – think outside of the box
• Reach buyers where other companies are not
reaching them:
– Commercial or high-end property
• Business section of newspaper
• Online business journal websites / newsletters

– Luxury
• Hollywood publications such as Variety

Step 4: Marketing Campaign
Development
• Create sample UC marketing plan from intranet
(SPG area)
• Contact national advertising team for relevant 3rd
party media
• Identify SOI and past clients that fit your target
• Pull list of confidential buyers
• Consider targeted buyer list from UC Purchased
Names program

Step 4: Marketing Campaign
Development
• Bring in UCMS team for assistance
(optional)
– Determine if seller is open to contributing to
the marketing campaign
– Send UCMS team completed EMS Creative
Brief
– At your direction UCMS will assist in proposal
preparation and presentation

Step 4: Marketing Campaign
Development
• Market internationally
– Most high-end buyers will be
from outside of the local
market

• Listing Syndication
• Leverage vertical sites
specializing in the property
you have listed

Step 4: Marketing Campaign
Development
• Trophy properties
often require
special tactics:
– Custom web sites
– Custom brochures
– Professional
photography
– TV
– Radio

Step 4: Marketing Campaign
Development
• Leverage strategic partners if applicable

Step 4: Marketing Campaign
Development

Sample Included Services
Campaign

Optional Seller-Funded Campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Use Specialty Property
Group (SPG) presentations
– Customize to your company
• Add your credentials or
resumes
• Logo
• Any marketing you do outside
of the UC program

• Drop in marketing
campaign

Step 5: Develop and Present a
Professional Listing Presentation
• Pull up SEO terms
related to property
and present a
screen shot of the
results
• Screen shots can easily be
taken (Ctrl + Print Screen)

CONGRATULATIONS!
YOU SECURED THE LISTING,
NOW WHAT?

Execute against the marketing
campaign
• If UCMS was engaged, we execute the campaign for you and the
seller providing:
–
–
–
–
–
–
–
–
–
–
–

Dedicated project manager
Weekly updates
Timeline establishment / management
Media buying & placement
Creative direction
Copywriting and editing
Vendor management
Design
Interactive
PR
Quality control

Generate
Demand

• Search Engines
• Social Networks
• Online Classified Ads
• Video Marketing
• Online Auctions
• Email Marketing
• Banner Ads
• Website listings
• Digital PR
• Blogs
• Ads
• Direct mail

Convert
Demand

Capture Customer
Information

Increase Sales
Increase Profits

Sales Process
Property
Specific
Site

Call

Contact
Form
Company
Web
Site

Chat

Customer
Relationship
Management
(CRM)
Platform

Track progress and report
regularly
• Send website
analytics (traffic
reports) to client
• Document where
incoming leads
heard about the
property for ROMI
• Make adjustments
as needed

Post sale reporting

PROVEN RESULTS

Case Study: Securing and Selling
a Trophy Property
•

Affiliate was originally a
consultant working on behalf of
seller
–
–
–

•
•

$14.5M estate
Visited UC to inquire about marketing the
property
Consultant visited with EMS team and
was impressed with suite of services

Consultant “sells” through UC
and EMS to seller
Results
–
–
–
–

Consultant purchased a UC franchise
Secured the $14.5 listing for herself
Property currently under contract for
$12.5 million
Buyer found property through EMS
designed website

Case Study: Securing a
Development
• Las Vegas, NM office attends
United Power and learns
about EMS
• Incorporates EMS into listing
presentation and pitches
developer
• Results:
– Secures listing agreement on
80 lots that hadn’t sold under
the previous brokerage
– EMS design custom
brochures and website
– Agent secures 5 resale
listings
– Most recently double sided a
$460,000 property

Case Study: Health Club &
Restaurant Auctiion
•

The Falls Athletic and Tennis Club and
an adjacent steakhouse were once the
centerpiece of a swindler’s development

•

The businesses were unsuccessfully
marketed traditionally in an effort to help
repay losses suffered by victims of a
Ponzi scheme

•

Receiver retained United Country –
Alliance Auction Realty to sell properties
at auction

•

UCMS developed, pitched and executed
a fully integrated marketing campaign in
35 days

•

Results: 27 registered bidders. 120
attendees. Sales price of $3.35 Million

How To Get Started

Final Thoughts
• To list more trophy properties you must
differentiate yourself from the competition
with your:
–
–
–
–

Marketing
Technology
Reputation
White glove service

• You have the best tools available to secure
and sell trophy properties of all types
• Contact UCMS if you have an opportunity
and we’ll get to work

QUESTIONS & ANSWERS

Strategies & Tactics for Landing
and Selling Trophy Listings
Kevin Oldham
VP – United Country Marketing
Services