Property Marketing Plan

Campaign Goals

The primary objective of the marketing campaign is to find a buyer for your home. The criteria for meeting this objective include the following:

  • Selling your home at or above market value

  • Achieving the sale within your preferences for timing


The target audience for your home are prospective buyers actively searching for homes within your home’s price range, area, lifestyle, or any combination of these variables. We’ll use information such as photos, potentially video, and details about your home as the main benefit or value to attract the audience. This information will help them determine if your home meets their criteria and give them the opportunity to express their interest.


The message’s positioning is the main theme in the marketing for your home. It represents the distinct value your home offers in comparison to its competition on the market. Buyers are evaluating your home against the others, which is why we want your home to stand out from the competing houses.

Developing the positioning requires three steps: Assessing the home’s condition and highlight features compared to other similar home for sale, connecting those features to the current trends in buyer preferences, crafting the narrative to connect to the distinctive value your home offers.

Example: Rare sub-$300K remodeled Ranch Oaks home in top school district.

Calls to Action

Calls to Action are created for different levels of buyer interest to connect with the viewer based on where they are in their home buying journey. The following calls-to-action may be used throughout the marketing mix for your home’s campaign:

  • Schedule a Tour
    Viewers can schedule a specific day and time to tour your home. This indicates a serious buyer. A variation of this call-to-action is “See This Home.”
  • Ask a Question
    Viewers can fill out a form, message, text, or call my phone number to find out more details about your home. This indicates a high-interest buyer. Typically, the next step for this viewer is to schedule a tour to see the home.
  • Learn More
    Viewers can fill out a form, message, text, or call my phone number to find out more details about your home. This indicates a high-interest buyer. Typically, the next step for this viewer is to schedule a tour to see the home.

We utilize performance-based marketing practices to monitor and improve results as our campaigns are implemented. The following measurements (metrics) may be tracked during this campaign:

  • Number of Listing Ads Views
  • Number of Landing Page Views
  • Number of Listing Inquiries
  • Number of Showings

Our full-service marketing may include the following creative to use in our marketing campaign for your home:

  • Professional Photography

  • Full Property Tour Video

  • Highlight-Feature Social Posts

  • Marketing Narratives Written for Landing Pages, MLS & Syndication

  • Featured Property Landing Page

  • Facebook Creative (Copy, Design & Video)

  • Instagram Creative (Copy, Design & Video)

  • YouTube Creative (Copy & Video)

  • Mobile-friendly Creative


Your home may be marketed on the following platforms:


Depending on the circumstances and available creative, the following table reflects A SAMPLE Promotional Schedule that may be used to find a buyer for your home.


YouTube Ad Campaign to Active Real Estate Searchers

Facebook Ad Campaign to Real Estate Interested

Instagram Ad Campaign to Real Estate Interested

Google Display Ads to Active Real Estate Searchers

New Listing Email Announcement to Email List

Listing Posted in Multiple Listing Service (MLS)

Listing Syndicated to Popular Home Search Sites

Once at Start

Sign Posted in Front Yard

Property Landing Page Published to Website

Property Tour Video Added to YouTube Channel

Postcard Mail Drop

Agent Door Knocking with Printed Flyer


Photos & Videos Posted to Facebook Business Page

Photos & Videos Posted to Instagram Business Account

Metrics Evaluation & Campaign Adjustments


Open House Campaign & Event

Agent Feedback Report from Buyer Tours

Postcard Mail Drop

Agent Door Knocking with Printed Flyer

Kelly Morrison, REALTOR®

Want to List Your House Now?

Kelly Morrison, REALTOR®

Hi - It is nice to meet you! I come to real estate with a background in education. For the first half of my career I was a coach, professor, and college athletics director, most recently at Sweet Briar College. I am originally from the Midwest, and I have called Central Virginia and the Shenandoah Valley home for the past 24 years. I love it here! Growing up, my father was a local business owner and my mother was in marketing and promotions. I got to appreciate the value of getting to know customers and building relationships by helping my parents in their store. I also helped my parents with their investment properties growing up, and that started my love of real estate. With years of experience helping families through the process of investing in college education, I know what it’s like when you make life’s big investments. Buying a home is a major investment, and I am here to help you every step of the way! As a member of your team, you will have a tenacious and persistent competitor on your side. Plus, I love negotiating! Buying or selling your first home can be a scary decision. I take the scary part out of the process. I love helping and sometimes educating buyers and sellers to find the perfect fit. As I believe most educators will tell you, the true job satisfaction comes from the relationships you build working with students and families. I find the same is the same for me in real estate. My approach to helping you find that perfect home or sell your home is about building relationships and understanding your needs and goals. When you are ready, give me a call. I look forward to working with you!
Equal Opportunity Housing

Avenue Realty Group

413 W Main Street
Waynesboro, VA 22980
United States
(540) 649-5000