Perfect Choice Real Estate
Industry: Residential Real Estate
Overview: Perfect Choice Real Estate is a growing real estate agency that operates under the brokerage Samson Properties. As it is the company’s goal to achieve consistent branding across its platforms, I established branding and style guidelines to strengthen the company’s modern and feminine brand identity. Subsequently, I also designed cohesive templates for all of the company’s digital and print marketing materials and expanded its creative portfolio to include written, graphic and multimedia content.
In addition to my responsibilities in brand management, I was also responsible for planning the company’s external events. In this pursuit, I planned two semi-annual clients appreciation events and developed a corresponding marketing strategy that allowed for multiple touchpoints of communication with clients leading up to each event. This event strategy ultimately helped my company raise brand awareness, strengthen client relationships, gain referrals, and secure repeat clients.
Responsibilities: Copywriting, Collateral Design, Video Editing, Social Media Management, Email Management, Event Planning
Tools: InDesign, Illustrator, Premiere Pro, Canva, KV Core
Print Marketing
As a small but burgeoning business entering the Northern Virginia market, the agency faced a range of obstacles when attempting to build a clientele of local home buyers and sellers. Foremost among these hurdles was the agency’s limited brand presence within the residential real estate industry, where the bedrock of securing new clients lies in word-of-mouth marketing. The paradox surfaced as the agency, lacking a substantial brand presence and clientele, found itself unable to kickstart the vital cycle of word-of-mouth promotion within the Northern Virginia region.
In response to the team’s evident conundrum, I formulated a hyperlocal marketing strategy with a dual focus: first, to raise top-of-mind awareness within targeted neighborhoods through a personalized approach, and second, to cultivate word-of-mouth marketing once clients were secured. Guided by this marketing strategy, I designed, produced, and distributed a wide range of print (and later digital) marketing materials, which highlighted the expertise and active engagement of the Perfect Choice team within local neighborhoods. This strategy ultimately helped to establish trust and credibility among local residents, who would then choose Perfect Choice Real Estate as a team of trusted and familiar professionals. Samples of these print marketing materials follow.
Direct Mail Newsletters
Objective: Top-of-Mind Brand Awareness
Bi-monthly newsletters were written and designed on behalf of all 6 agents on the Perfect Choice team. Messaging within the newsletter was crafted to be fun, engaging, familiar and informative, not only positioning agents as experts within their target markets, but also showcasing their unique personalities so as to “break the ice” with local residents, who may have been hesitant to contact unfamiliar agents.
These newsletters were then mailed to each agent’s designated marketing areas, using residential addresses listed in Bright MLS.
Door Hangers
Objective: Brand Awareness
Door hangers were designed to promote each and every property listing managed by the Perfect Choice team. Once an open house was scheduled for each listing, door hangers were designed and distributed throughout the neighborhood that each listing existed within, calling neighboring residents to attend the open house to either inquire about the listing in question or inquire about the holistic listing services offered by the agency.
Client Presentation Packets*
Objective: Client Acquisition, Client Success
Client presentation packets were designed to provide prospective clients with a comprehensive overview of Perfect Choice Real Estate’s unique value proposition, which included its unparalleled market knowledge, comprehensive services for buyers and sellers, tailored marketing strategies (for home sellers in particular), and dedication to client satisfaction.
From sleek and professional design elements to compelling content highlighting the agency's successes and capabilities, these presentation packets served as powerful tools for conveying the agency’s people-oriented brand messaging and building trust with potential clients.
Through strategic distribution and presentation, these packets played a pivotal role in positioning Perfect Choice Real Estate as a trusted partner within the DMV housing market, helping the agency to secure new clients and expand our presence in the region.
*Please note that this sample has been heavily redacted, so as to protect the intellectual property of the agency.
Social Media Marketing
As Perfect Choice Real Estate did not possess company-wide social media accounts, I began my position managing the personal accounts of each agent on the team. In this pursuit, I developed content calendars to include written, graphic and multi-media content which highlighted the personal and professional attributes, achievements, and local insights of each agent on the Perfect Choice team.
Instagram was used to promote the personal and professional brands woven by each agent. In posting weekly, I strategically utilized Instagram to unveil key facets of each agent’s life, ranging from their experiences as military spouses to their journey to success as licensed realtors. This intentional approach aimed to foster a deeper connection with clients and prospects, bringing a sense of relatability and personability to the forefront of the team’s professional personas.
While Instagram was used to showcase each agent’s personality, Facebook was used to highlight each agent’s expertise in the local housing market. In this pursuit, I utilized Facebook as a hub for disseminating educational resources, promoting property listings and events, and spotlighting individual and company achievements. The content library for Facebook ranged from weekly neighborhood spotlights and real estate tips for both buyers and sellers to engaging videos showcasing current listings, client testimonials, and giveaways.
Beyond the confines of individual Facebook pages, this strategic approach extended to active participation in prominent local Facebook groups. By leveraging these groups, the agents and the agency cultivated a sense of community within the local market.
Event Planning
Casino Night
Casino Night was a banquet event designed to honor the top-tier clients of Perfect Choice Real Estate. With a budget of $10,000, the event was one of the company’s higher scale events, marked by a luxurious event venue, a thrilling selection of casino games, and a live jazz band - amongst a series of other items. After securing three event sponsors through a targeted outreach campaign, I was able to fund 66.67% of the event’s total costs with sponsorships.
After planning the event’s major details, multiple touchpoints of communication were scheduled to promote the event. These touchpoints were scheduled across a two month period and were designed to not only market the event, but also allow agents to reconnect with current and past clients regarding future purchasing decisions. Touchpoints included save-the-date postcards, email invitations, phone calls and text messages. With the exception of the phone calls, all event correspondence was drafted by me as the event’s primary coordinator. As a result of these touchpoints, this free event “sold out” and several former clients followed up to provide referrals and discuss repeat business. Business activity resulting from the event generated more than $4 million in sales by the Summer of 2022.