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Brand Strategy & Development | Marketing | Copywriting | Public Relations
Positioning a Local Home on the National Media Stage
When a LIV Sotheby's International Realty broker was hired to sell the personal home of award-winning musician and frontman of The Fray, Isaac Slade, they came to me to ensure that the home got the attention it deserved.
Objective:
Create Exposure to Attract a Buyer
In the case of listing a celebrity's home or an ultra-luxury listing, securing as much media attention right out of the gates is a crucial step to selling the home quickly and for top dollar.
Strategy:
Plan, Execute, Communicate
By designing a thoughtful and strategic media plan to prioritize our pitching efforts on national publications prior to the home's debut on the market, we were able to create significant buzz about the listing as soon the home hit the MLS.
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National Press Targets
*indicates a priority publication for exclusive press coverage
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Architectural Digest*
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Bloomberg*
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Business Insider
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Cottages & Gardens
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Dwell
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Elle Decor
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Forbes*
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House Beautiful
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Inman
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Mansion Global
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Robb Report
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Sotheby’s International Realty: Extraordinary Living Blog
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The Wall Street Journal*
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Yahoo! Finance
Regional Press Targets
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5280 Magazine
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9News
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Axios
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Colorado Homes & Lifestyles
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Denver Business Journal
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The Denver Post
Sample Headlines
“The Fray’s [Client Name] Colorado Home That Just Hit the Market for [Price]”
“See Inside Rockstar [Client Name]’s, of The Fray, Home that is Literally Made of the Band’s Memorabilia”
“A Classic Victorian Home with a Rock and Roll Makeover is Now for Sale”
Examples of Achieved Press
Result:
A Fast Sale and A Happy Client
Thanks to ample press coverage the home received on a national and regional level, the home sold quickly, the client's expectations were exceeded, and the broker spent minimal budget on paid advertising and marketing.