Objectives & Marketing Strategy

Position the Rubin & Morr Group as a leading Miami real estate brokerage operating in the luxury segment, focused on providing a superior customer service experience by leveraging technology and agents going beyond the call of duty.

Marketing Strategy:

Partnering with Douglas Elliman will provide a halo of credibility and relevance for the luxury positioning desired by the group. Green Dot will aim to develop a brand identity for the Rubin & Morr Group that compliments the DE brand and appeals to buyers, sellers and agents operating in the luxury segment of the market.

The single most important and dominant touchpoint is the company website. And the primary goal of the website is generate high conversion rates for the marketing campaigns, as well as provide a great user experience for clients. Great content, including large images, photo galleries, video, detailed information on listings as well as neighborhoods attracts and engages buyers. Sellers like to be where the buyers are. And agents are attracted to brokerages that appeal to sellers.

Adding captivating b-roll video footage directly into key pages of the site along with customer testimonial videos and a Rubin & Morr Group overview video that highlights the benefits and differences in service clients can expect when working with this group will position R&M as a leader in South Florida. Video content – both for the website and the marketing campaigns is the most powerful storyteller there is. We highly recommend investing in aerial, interior and lifestyle shots to create stunning, high quality content – and refreshing it for social media and email marketing purposes on a regular basis.

Once the website is ready to support the marketing campaigns, Green Dot will drive qualified traffic directly to specific landing pages of the website via a variety of digital marketing campaigns. Landing pages could be focused on homes and condos and segmented by buyer or seller. And an agent focused landing page could support a campaign to attract top talent.

Targets will include high net worth homeowners, as well as agents and people searching online to buy or sell homes. Site visitors will be retargeted with display ads for a period of 2-4 weeks once they leave the Rubin & Morr website while they shop around.

In addition, a content marketing strategy will nurture social media followers with a weekly blog focused on new listings, recent sales and pricing trends, as well as upcoming events. Prospects who inquire with R&M via the website will be subscribed to a segmented (for buyers or sellers) and automated email drip campaign with messages specific to each phase of the buying or selling process to keep them engaged and stay top-of-mind while agents engage them and ask for a commitment. Initially, two email drip workflows are included, but future efforts could include email workflows that keep sellers updated about their property showings and offers, or keep buyers informed of properties they have visited or should consider.

Green Dot will carefully track and analyze the results of each lead generation and nurture campaign, chart which inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize your campaigns to achieve the lowest cost per lead possible, while establishing credibility and positioning R&M as the premier luxury real estate brokerage in South Florida.