Property Force

Content Production & Social Media

Prepared by Green Dot Advertising — October 4th, 2019

Objectives & Marketing Strategy

Develop the messaging strategy for two distinct target audiences and produce content relevant to each promoting Property Force on Instagram and Facebook.

Marketing Strategy:

Property Force targets two different groups with different value propositions. For real-estate agents, Property Force offers the opportunity for quick and efficient transactions working with professionals. For wholesale investors, Property Force offers pre-selected and personally curated properties, eliminating the time consuming process of identifying suitable investment properties.

The marketing objectives for each of the groups is naturally different. Green Dot suggests targeting agents with a recruiting style campaign focused on the benefits of working with seasoned professionals who understand the market as well as real-estate transactions, and a completely separate, segmented campaign with unique ad creative targeting investors.

Green Dot will create the messaging strategy and creative concepts, produce the content and then post it to Instagram and Facebook. In addition, we recommend developing a dedicated landing page for each of the two audiences so people who want to know more can click to a mobile landing page, watch a video, read a quote and inquire. Using a landing page would also enable retargeting ads, ensuring that interested prospects see Property Force wherever they go online.

Green Dot carefully tracks all interactions with content and reports on a monthly basis. During the first two months, weekly conference calls are included. Monthly calls should suffice once a content calendar is developed and posts are being regularly published.

Photography & Video Production

Photography & Video Production

Generate the photography and video content to support the segmented messaging for agents and investors.

Since the messaging for agents and investors is distinct, segmented content is required to support the messaging strategy. We suggest shooting still images for lifestyle, opportunity and showcase style posts, and video content for testimonials and opportunity explanations.

Depending on the posting schedule, a shoot like this could provide 1-3 months worth of content for platforms like Instagram and Facebook. Actors, models and location expenses are not included.

Deliverables Include the Following:
  • (1) Agent opportunity video – 60 sec.
  • (1) Investor opportunity video – 60 sec.
  • (3) Hot investable regions / property types – 45 – 90 sec.
  • (3) Agent testimonial videos – 60 sec.
  • (3) Investor testimonial videos – 60 sec.
  • (65) Color corrected and edited 22 megapixel images
Photography Services:
Pre-Production Planning
  • Shot list, planning, travel arrangements
  • Account Service
Photography
  • (1) Full day w/ Digital 22.5 Megapixel Canon 5D Mark III, L lenses & accessories
  • (1) Half day w/ Digital 22.5 Megapixel Canon 5D Mark III, L lenses & accessories
Video Production
  • (1) Full day w/ Cameraman & Cannon C100 Mark II Cinema Camera
  • (1) Half day w/ Cameraman & Canon C100 Mark II Cinema Camera
  • Phantom 4 Pro 2.0 Drone w/ 4k camera, and still photo and video capability
Digital Processing
  • Import, edit and sort images
  • Retouching and color correction for up to 45 images
Video Production
  • Import, sort and tag video footage
  • Edit and produce opportunity videos – 2
  • Edit and produce testimonial videos – 6
  • Edit and produce investable property videos – 3

Landing Pages

Landing Pages

Develop message matched landing pages for agents and investors to learn more and inquire.

Providing a way for the most interested agent and investor prospects to click and access a landing page with additional information so they can learn more and inquire adds a lot of value. In addition, using a landing page can trigger retargeting ads, ensuring these hot prospects see Property Force wherever they go online.

All visits to the landing pages are trackable, allowing Property Force to gather contact information and analyze prospect behavior in response to various types of content.

Landing Page
  • Agent PageIntro
    Agent opportunity + video
    Work with professionals
    ---
    Agent testimonial videos
    ---
    FAQs
    CTA - Join Property Force
  • Investor PageIntro
    Investor opportunity + video
    Find great properties fast
    ---
    Investor testimonial videos
    ---
    FAQs
    CTA - Try Property Force
Includes the Following:
  • Account service
  • Copywriting
  • Visual concept development for landing page designs
  • (2) sets of revisions
  • Custom website development & programming
  • Setup custom site design in WordPress CMS
  • Website setup on hosting account

Retargeting Display Ads

Retargeting Display Ads

Digital display ads are used to retarget all prospects who visited your landing page but did not complete the desired action. These display ads can be shown to visitors from all traffic sources. The retargeting ads run on a wide network of websites that support display advertising and “follow” your prospects from site to site as the browse the net, giving you a second and third opportunity to close the deal.

Includes the Following:
  • Account service
  • Copywriting and concept development
  • Design of banner ad creative
  • Campaign management and optimization
  • Tracking and monthly reporting

Analytics & Reporting

Analytics & Reporting

Green Dot ensures you know how your campaigns are performing at all times. Clients have direct access to the marketers working on their campaigns as well as to reporting platforms like Google Analytics for website / landing page performance, and marketing automation platforms like ActiveDemand campaign performance and phone call lead tracking.

Includes the Following:
  • Ongoing campaign tracking and analytics
  • Ongoing campaign optimization based on data
  • Google Analytics goal tracking setup and management
  • ActiveDemand – phone call tracking
  • ActiveDemand for KPI reporting
  • Monthly account review

Services Summary & Pricing

Services Summary & Pricing

Custom Photography & Video Production

Photography services include:

  1. (1) Full Day of Photography
  2. (1) Half Day of Photography
  3. (1) Full Day of Video
  4. (1) Half Day of Video
  5. (1) Agent opportunity video – 60 sec.
  6. (1) Investor opportunity video – 60 sec.
  7. (3) Hot investable regions / property types – 45 – 90 sec.
  8. (3) Agent testimonial videos – 60 sec.
  9. (3) Investor testimonial videos – 60 sec.
  10. (65) Color corrected and edited 22 megapixel images

$9,500

Landing Page Design & Development

The project includes the following services:

  1. Account Service
  2. Access to GD client portal
  3. Copywriting
  4. Design for landing pages – (2)
  5. (2) rounds of revisions
  6. Website development
  7. Setup WordPress CMS
  8. Setup of website on hosting account

$2,750

Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Facebook audience profiling
  4. Instagram audience profiling
  5. Retargeting banner ad design
  6. ActiveDemand setup

$2,800

Social Media Marketing

Your marketing services package includes the following:

  1. Creative for Instagram – 5 posts per week
  2. Creative for Facebook – 5 posts per week
  3. Page Management for Facebook
  4. Page Management for Instagram
  5. Retargeting ad management & creative
  6. Ongoing tracking & analytics
  7. Access to the GD project portal and a campaign dashboard
  8. ActiveDemand – 5k
  9. Monthly reporting

$3,500 p/m

Suggested Monthly Media Spend – boosted posts

You set the budget
Instagram: $1,000 – $1,500 p/m
Facebook: $1,500 – $2,000 p/m
Retargeting: $200 – $300 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Photography & Video Production$9,500$6,500
Landing Pages - 2$2,750
Campaign Setup$2,800
Social Media Marketing$3,500$3,500$3,500
Monthly Totals$9,500$2,750$2,800$10,000$3,500$3,500
Notes
Authorized Signature