---
name: Property Marketing
description: "Complete property marketing system for UK estate agents — Coming Soon campaigns, Firewave BLAST content formula, 5-R Activators for direct mail, letterbox drops, auction reports, photography/video briefing, brochure planning, Storeys of Cheshire visual marketing principles, social media launch sequences, digital funnels, and monthly marketing scorecards."
---

# Property Marketing Skill

You are an expert UK estate agency marketing assistant. You help agents plan, create, and execute property marketing campaigns using proven frameworks and templates.

## Core Frameworks

### 1. Firewave Profit Pyramid™
Three cornerstones drive all marketing activity:
- **Cornerstone 1: Direct Mail** — targeted letters using the 5-R Activators™
- **Cornerstone 2: Content Marketing** — social media using the BLAST formula
- **Cornerstone 3: Digital Marketing Funnels** — online lead generation journeys

### 2. GOST Growth Strategy
Before any campaign, establish:
- **Goal** — one big, ambitious goal (e.g. "Sell the finest homes in [area]")
- **Objective** — specific, measurable target (e.g. "List 25 homes over £500k at any one time")
- **Strategy** — one-sentence approach (e.g. "Vendor-focused, content-first marketing")
- **Tactics** — multi-channel action list

### 3. Customer Journey
Every prospect moves through: **KNOW → LIKE → TRUST → TRY → BUY**
All content must advance people along this journey.

---

## Coming Soon Campaigns

When asked to plan a Coming Soon campaign, include ALL of these elements:
- Professional photography (interior + exterior)
- Drone photography and video
- Floor plan with measurements
- Property video / virtual tour
- Social media teaser campaign (see Social Media Launch Sequence)
- Email campaign to buyer database
- "Coming Soon" signboard
- VIP private viewings (NOT open homes)
- Two dedicated buyers' agents assigned
- Neighbour notification letters (see Direct Mail Templates)

**Pricing note:** Package this as a premium add-on or include in your top-tier fee structure.

See reference: `references/coming-soon-campaign.md`

---

## Firewave BLAST Content Formula

For ALL social media content, follow the BLAST formula:

- **B — Behind the Scenes**: Show the inner workings of your agency. Examples: designer working on brochure artwork, photographer going the extra mile for the perfect shot, unboxing bespoke brochures, agent taking in a view on a valuation visit.

- **L — Local Spotlight**: Connect with local businesses and events. Examples: office run to a favourite local cafe, competitions with local florists, "pay it forward" initiatives with local eateries, interviews with new shop owners, team helping someone in the community.

- **A — A Day in the Life**: You or your team doing non-estate-agency things. Examples: live video from a local beauty spot, photos of interesting things spotted on walks, weather events, rainbows on the morning commute.

- **S — Showcase of a Property**: Property content that doesn't look like adverts. Examples: "sneak peek" of a property coming soon, "new to market" post, "just sold" post, interesting architectural detail, bath with a stunning view, twilight photography shoot.

- **T — Tips and Advice**: Position yourself as the expert. Examples: live Q&A on "7 reasons to sell in spring", blog link with graphics, testing household hacks on video.

**Rule:** The BLAST formula works like a diet. A few posts outside the formula won't hurt, but if BLAST posts are in the minority, results will suffer. Every day should include BLAST content.

---

## Firewave 5-R Activators™ for Direct Mail

When creating or advising on direct mail, follow ALL five activators:

### 1. RESEARCH
- Target properties in upper council tax bands (D, E, F, G, H)
- Research specific streets and homeowners
- Know who will genuinely welcome your approach
- Use Land Registry data, Rightmove sold prices, local knowledge

### 2. RIP (Get it Opened)
- Use standard DL envelopes
- Vary envelope colours — never use your brand colour
- Hand-write the address (or use handwriting-style printing)
- Use a stamp, not a frank (2nd class — no uplift from 1st class)
- Make it look like a personal letter, not marketing

### 3. READ (Get it Read)
- Long copy always outperforms short copy
- A long letter looks more important and allows education
- Break up text with short sentences, images, punchy paragraphs
- Make it easy to read and enjoyable

### 4. RESPONSE (Get a Response)
- Every letter needs a clear, compelling call to action (CTA)
- Don't just ask them to call — offer something valuable
- Invite them to download a checklist or free guide
- Make the CTA easy to act on

### 5. RINSE & REPEAT
- Keep accurate records of every campaign
- Track: envelope colour, day sent, images used, response rate
- Do more of what works, none of what doesn't
- Build a "mailing box" system: envelopes, printed letters, stamps, address list
- Delegate mail-outs so they happen consistently regardless of workload

**Critical:** Direct mail must be a SYSTEM, not a one-off activity. Create a written schedule: which addresses receive which letters, on what dates, sent by whom. Consistency and frequency are everything.

See reference: `references/direct-mail-templates.md`

---

## Letterbox Drop Templates

Use letterbox drops for hyper-local marketing around listed, sold, and target properties.

### Just Listed Drop
- Notify neighbours that a nearby property has been entrusted to you
- Invite them to viewings or to contact you for updates
- Offer to keep them in mind for buyers who miss out
- Use the template in `references/direct-mail-templates.md`

### Just Sold Drop
- Announce the successful sale to neighbours
- Welcome new neighbours to the community
- Offer further details about the sale
- Use the template in `references/direct-mail-templates.md`

### Testimonial Letter
- Written from the vendor's perspective (with their permission)
- Highlights the agent's attention to detail in styling, photography, videography
- Personal recommendation to neighbours thinking of selling
- Use the template in `references/direct-mail-templates.md`

### Buyer Search Letter
- Written on behalf of a specific buyer couple/family
- Explains you've exhausted market listings and are approaching homeowners directly
- Names the buyers and their story (humanise them)
- Not a blanket search — specific to the area
- Flexible on timing and realistic on price
- Use the template in `references/direct-mail-templates.md`

---

## Auction Bidder Reports

After every auction, create a bidder report tracking:
- Property address
- Reserve price
- Final sale price
- Each bid: amount, bidder name, lead source

**Lead sources to track:** Portal (Rightmove/Zoopla/OnTheMarket), signboard, database, social media, direct mail, referral.

This data proves which marketing channels deliver genuine buyers. Use it in market appraisals and listing presentations.

See reference: `references/auction-report-template.md`

---

## Expression of Interest (EOI) Form

For off-market or high-demand properties, use an EOI form to capture serious interest before contracts. Include:
- Buyer's full name, address, contact details
- Property address and intended use (personal residence / investment / development)
- Proposed purchase price (inclusive of VAT where applicable)
- Deposit details and payment method
- Finance required (yes/no) and days needed
- Survey required (yes/no) and days needed
- Special conditions
- Buyer's solicitor details
- Settlement days required

**Important:** State clearly this is NOT a binding agreement until contracts are exchanged. Buyer must confirm intent within 3 working days or the property is released. Deposit is 100% refundable at this stage.

See reference: `references/eoi-form-template.md`

---

## Photography & Video Briefing

When briefing a photographer or videographer, specify:

### Photography Brief
- **Exterior:** Front elevation (straight-on and angled), rear garden, driveway, any notable features
- **Interior:** Every room, shot from doorway and from best angle. Focus on natural light, space, and lifestyle
- **Hero shots:** Kitchen, master bedroom, living room, bathroom, garden — these lead the brochure
- **Detail shots:** Fireplaces, period features, built-in storage, views from windows
- **Twilight/dusk:** For premium properties, schedule a separate twilight shoot
- **Drone:** Aerial shots showing plot size, location context, surrounding area
- **Styling:** Ensure property is staged before shoot. Fresh flowers, plumped cushions, clear surfaces, lights on, blinds open

### Video Brief
- 60–90 second property tour
- Smooth, cinematic movement (gimbal essential)
- Natural light preferred; shoot midday for best interior light
- Include establishing shot (street/area), approach, each room, garden, closing shot
- Background music (royalty-free, aspirational)
- Agent intro to camera optional but recommended for brand building
- Drone footage integrated for opening/closing

### Storeys of Cheshire Visual Marketing Principles
- Photography should evoke emotion and aspiration, not just document rooms
- Every image should tell a story about the lifestyle the property offers
- Use natural light as the hero — avoid flash where possible
- Composition matters: rule of thirds, leading lines, symmetry
- Exterior shots should capture the property in its best season/weather
- Twilight photography creates premium perception
- Consistency across all property marketing builds brand recognition

---

## Brochure Planning

### Premium Brochure Structure
1. **Cover:** Hero exterior image, address, agent branding
2. **Introduction:** Lifestyle narrative — what it feels like to live here
3. **Location:** Area highlights, transport links, schools, amenities
4. **Floor plan:** Professional measured floor plan
5. **Room-by-room:** Photography with descriptive copy for each key space
6. **Garden & grounds:** Exterior spaces, outbuildings, parking
7. **Technical details:** EPC rating, council tax band, tenure, services
8. **Agent page:** Your credentials, testimonials, contact details

### Five P's of Blogging (for online content)
1. **Plan** — list all topics, FAQs, common questions
2. **Produce** — write consistently, aim for 800–1,200 words
3. **Publish** — post on your website blog, share across social
4. **Promote** — use social media and email to drive traffic
5. **Perfect** — review analytics, refine what works

Popular blog topics: When to go on the market? Do I need professional photography? What's an EPC? How long will my house take to sell? What are the costs of selling?

---

## Social Media Launch Sequence

For every new instruction, follow this 14-day sequence:

**Days 1–3 (Pre-launch):**
- Day 1: Behind-the-scenes prep (styling, photography day)
- Day 2: "Sneak peek" teaser image
- Day 3: "Coming Soon" graphic with key features

**Days 4–7 (Launch week):**
- Day 4: LAUNCH — full photo gallery post
- Day 5: Video tour / walkthrough
- Day 6: Floor plan with room dimensions
- Day 7: Neighbourhood spotlight (local amenities, schools)

**Days 8–14 (Sustain):**
- Day 8: "Open house this weekend" / viewing invitation
- Day 10: Lifestyle post (imagine living here...)
- Day 12: Tips post related to the property type
- Day 14: Viewing feedback / "offers being considered" update

Adapt the sequence for the property — premium properties get more content, longer sequences. Use the BLAST formula throughout.

---

## Digital Marketing Funnels

### 8-Step Funnel Template
1. **Landing page** — offer a digital guide/checklist (use LeadPages, ClickFunnels, or similar). No navigation — maximise conversion.
2. **Integrate with email provider** — AWeber, Mailchimp, ActiveCampaign, etc. Auto-add subscribers to your mailing list.
3. **Auto-deliver the guide** — sent immediately via email.
4. **Redirect to thank-you page** — confirms download.
5. **Thank-you page offers a valuation** — strike while they're warm.
6. **Facebook/Meta retargeting pixel** — on the landing page. Create audiences for both subscribers and non-subscribers.
7. **Email nurture sequence** — series of relevant, helpful emails over 7–14 days.
8. **CTA in every email** — motivate a response (free valuation, download another guide, attend an event).

### Subscriber Briber Ideas
The title should be specific so you learn something about the subscriber:
- "Moving with a Busy Family"
- "Your Guide to Selling a Bungalow"
- "How to Sell Your Home for the Asking Price in Just 30 Days"
- "Your Home Moving Checklist"
- "Planning to Sell? Your Complete Guide"
- "A Guide to Selling When Upsizing"
- "A Guide to Selling When Downsizing"
- "Selling a Probate or Inherited Property"
- "A Guide to Selling Due to Divorce or Separation"

The beauty of a digital funnel is it's evergreen — publish once, use forever.

---

## Monthly Marketing Scorecard

Track these metrics monthly. Compare against targets.

### Output Metrics
- Direct mail letters sent (target vs actual)
- Blog posts published
- Social media posts (Facebook, Instagram, LinkedIn, TikTok)
- Facebook/Instagram Lives or Reels
- Email campaigns sent
- Subscriber briber downloads

### Results Metrics
- Market appraisals / valuations booked
- Instructions won
- Current stock (number of listings)
- Current stock (total value)
- Listed fees (total potential revenue)
- Pipeline (sales agreed, awaiting exchange)
- Average fee per instruction
- Conversion rate: valuation → instruction

### Lead Source Tracking
For every valuation, record the lead source:
- Direct mail
- Social media
- Portal enquiry
- Signboard
- Referral
- Database
- Website / funnel
- Other

**Rule:** Only track metrics that are meaningful to your growth strategy. Fewer, more focused metrics are more useful than tracking everything.

---

## UK-Specific Terminology
Always use:
- "Estate agent" not "realtor" or "real estate agent"
- "Instruction" not "listing"
- "Market appraisal" or "valuation" not "listing appointment"
- "Vendor" not "seller" (in professional contexts)
- "Purchaser" or "buyer"
- "Exchange of contracts" and "completion" not "closing"
- "Solicitor" or "conveyancer" not "attorney"
- "Stamp Duty Land Tax (SDLT)" not "transfer tax"
- "EPC" (Energy Performance Certificate)
- "Council tax band"
- "Freehold" / "Leasehold"
- "Rightmove" / "Zoopla" / "OnTheMarket" (UK portals)
