Building on top of fresh copy and beautiful imagery, great marketing campaign also utilizes engaging blog posts , SEO-optimized content, well-timed emailers, thoughtfully designed brochures and postcards, open house events, enticing videos, 3-D virtual tours and savvy social media sharing. Get some pro tips below!
Clear, Bright Enticing Photos
Compelling cover photos
Clear and bright
Show property views
Show unique design features
Showcases property finishes
Show surrounding neighborhood/community lifestyle
Aerial photos
DO use clear, representative and well-lit images
DO allude to the appeal of the area, the nearby lifestyle and amenities
DO use Hawaii Life Blue or White for arrows and property outlines
DO feature aerial photos for vacant land listings
DO feature photos shot during different times of the day
DON’T use cartoon-like red or yellow arrows and outlines
DON’T use dark pictures from a cloudy day
DO - Bright and Well-lit
DON’T - Too Dark
Professional Video Under 2 Minutes
Professional quality property video tour
Under two minutes in length
Appropriate and intuitive pacing
Mixture of photos and video
Call-to-action to listing page
Aerial shots that show property’s location in relation to the surrounding area
Relevant music that fits the property
Footage caught throughout the day (early morning, golden hour and twilight)
Limited and consistent titles
DO keep MLS listing videos under two minutes and social media videos under thirty seconds
DO use relevant music that fits the edit
DO use intuitive and relevant pacing between frames
DO use a mixture of photos and videos
DO use call-to-action that leads to HawaiiLife.com listing page
DO keep title fonts consistent and use Whitney or Open Sans font styles
DON’T use too many titles
DON’T use poorly lit video that doesn’t show the home at its best
Copy
DO use an attention-grabbing first sentence
DO use spell and grammar check
DO use abbreviations that make sense to the average reader
DO include the property address in the listing description
DON’T use bold font, ALL CAPS, exclamation points or red arrows
DON’T use overly wordy descriptions or flowery language
DON’T tell the reader how they will feel
DON’T use clichés like “piece of paradise”, “dream home”, “making your dreams come true”, “Shangri-La”, “Must See”
DON’T make financial projections, for example “good investment”
Descriptive and Unique SEO Verbiage
Different verbiage and photos on the HawaiiLife.com listing page than on the MLS listing description
Descriptive verbiage “buzzwords” relevant to buyers’ search (ie. beach cottage, ocean views, handcrafted, single-story, estate)
Concise and Creative Listing Description
Short, concise description
Describes property's unique features
Describes the lifestyle of living on the property
Describes the property’s connection to the local community
Creative and impactful wording
Attention-grabbing headline
Informative and Engaging Blog Posts
Informative and educational blogs about the property and surrounding area
Unique content from MLS description and Hawaii Life listing description
DO describe the surrounding area and lifestyle
DO detail the conveniences and amenities available nearby
DO share images in your blogs of the surrounding area, not just of the home itself
DO showcase your knowledge of architecture and design
DO highlight your market knowledge by putting the home and listing in a larger context (competitive pricing, inventory in the neighborhood, performance of investments in the neighborhood in recent years and market trends)
DO use verbiage that is relevant to the buyers property search
DO include one link to your personal site within each blog post
DO create a link to the words “contact me” to your Agent profile
DON’T use clichés like “paradise” and “dream home”
DON’T forget to run a spell and grammar check
DON’T use images you don’t own or have express written permission to use
DON’T blog in silos, but try to connect your listing copy with linked text to other blog content about the area, conveniences, lifestyle and things to do
DON’T violate the Fair Housing Act. Remove words like “Ohana”, “Family”, “Investment”, “Income”, “School”, “within walking distance”
Creative Social Media Posts with a Call-to-Action
Call-to-action leads to HawaiiLife.com listing page
Catchy and relevant post verbiage
Video teaser has a maximum length of 30 seconds
DO keep your copy short and sweet, enticing and appealing
DO include video and images in your posts (these rule in this space!)
DO use the best image and leading example of the home’s best feature
DO include an MLS number for the subject property and link it back to the HL listing page ie. (MLS# 12345)
DON’T tell the whole story in your post, but rather, share links to the full story stored elsewhere (in your blogs, your listing and your video)
DON’T pitch. Social media isn’t about pitching. It’s about interacting
DON’T promise or predict the future such as potential rental income or timing to sell
DON’T overuse hashtags
