4. Marketing-Plan

Over the years, I’ve perfected my formula for how I sell and market residential and commercial real estate (and I hold an appraiser’s license) in the Valley of the Sun. I’ve been through a lot, and have experienced all of the ups, downs and mistakes that have helped shape me into who I am today.

Although I am only 38 years old, keep in mind… I have been doing this since I was 20 years old. I was licensed at 21 years old just a couple of years into Arizona State University and I started apprenticing (for my appraiser’s license) when I was a little under 20 years old.

I’ve Learned What Works and What Doesn’t

Through my failures and success… I’ve spent a ton of money and a lot of time doing things which I later learned were either a waste of money or a waste of time. I know I’m not the only one who hates to put time into something that is unproductive. 

“Time is the most valuable asset you don’t own. You may or may not realize it yet, but how you use or don’t use your time is going to be the best indication of where your future is going to take you .”

Marck Cuban

So, I’ve spent the last few years really maximizing my time and value that I provide in marketing real estate, and I’ve been getting amazing results. With the advent of marketing, my strategy has enhanced to the point where I feel confident that every time I list a home, it will get incredible traction.

Each Home is a Brand

I personally believe in building the story into the brand around each home that I list as a potential property. You wouldn’t buy designer Jewelry or watches at Cartier and look through a dusty catalog of high end Jewelry & watches!

Instead, the stores create an experience. They are expertly arranged so that each item is strategically placed to attract the most sales. It keeps the products on brand.

Each house is a brand. After building my brand for fifteen years+, I also use my personal brand to  leverage the sale of each property that I sell, which increases its exposure tenfold.

So how do I make the most of each listing?

The Most Important Thing Is Getting the Price Right

There is no secret I come from an appraisal background. First, I do something that a lot of agents are reluctant to do. I analyze the property like an appraiser, including utilizing the sales comparison approach, highest and best use, cost approach, income analysis approach (cap rates), and finally seeing it through the eyes of a Realtor and the perspective buyer. I work with my clients to price their homes appropriately. 

You can market a property with all the ad spend in the world, but it won’t make a difference unless you are pricing the home correctly. 

This is what a lot of agents are reluctant to do. Pricing at the correct amount instead of trying to appeal to the seller’s inflated numbers is what I do best. I’m blunt, direct, and honest.

The more accurately the property is priced, the faster it will sell. 

Once we’ve got a price set then I do the obvious and list it on the MLS.

Then, I work with the seller to create a bidding war, which after years of practice I know that having a property priced too high, means no one will give it their attention. However, having your property priced appropriately, means that multiple people will be interested, which results in rising prices as buyer’s compete.

How I Market 🏘️

The way I market homes is like marketing products.

I get prospects to fall in love with your property on the smartphone screens first which creates the desire for people to see it in person. 

By creating a demand for each house as its own unique property, I make the desire for the house irresistible. As people see the listings appear on social media, my blog, and websites they see that the open house is like a social event that entices them to want to go socialize and potentially get the house of their dreams. 

Each house is marketed individually, and this ensures that it will stand out, and that you will get the most possible chances to sell your home.

Virtual Video Tours/Social Media/ Digital Technology

In order to make the most of each listing, I create exciting virtual tours for properties, that I share on major platforms like Instagram, Facebook, and Pinterest. I utilize local experts on every listing. Professional photography, video (walk-through & areal), and 3D floor plans (great for condos and penthouses) means your property shines next to the competitive listing. We then share them all over the Internet and get them in front of the ideal buyer for the property.

Email Marketing

One of the most important things for any business to focus on is growing his or her email list. It makes it so much easier to reach out and connect with thousands of people in just a few minutes a day. I’ve learned some of the savviest marketing techniques from the best online marketers in the world. 

In fact, I have over 15,000+ emails of clients, partners, developers, and luxury real estate agents around the world. So, when I have a listing, I work hard to make sure that people will see it.

Blogging

If you are reading this now, then you are on my blog. You found my blog by searching google, social media, word of mouth, etc. This shows you 1st hand that my blog marketing works! In addition to being able to blast an email out to 15,000 people, I also regularly blog. While I most likely won’t be blogging about your home specifically (Will do a house of the day article), I use my blog as a source for driving traction and getting more eyeballs on my website. Additionally, I have a dedicated following of readers who read my blogs every time that I post. 

I share content that educates prospects all over the world —–this helps people understand my perspectives, strategies, and gets them excited to work with me (and buy from me).

My Website

My website gets hundreds of thousands of visitors every year. My name and website get Googled at extremely high rates. This is great for exposure for your property, because it means that thousands of people will see the homes and can recommend them to family members and friends. I showcase your property on various sections on my website, so as buyers are “shopping” they see your property. I show your property in the best light, so prospects can engage with it. 

Additionally, my website is state-of-the-art, which increases the amount of time that people spend on the site, which is always a selling point that I share with my clients. Especially, if their listing has been on the site for a few weeks, I can reassure them that it will get seen because of the advanced capabilities of my site. 

I use only the best resources and tools to track where people click, what pages they spend the most time on, and how they interact with the site itself.

All of this combined makes my website an ideal place for buyers to find your property.

The Real Estate Market 🔮

One of the most important aspects of working with any realtor is that (to quote Bob Dylan) “Times They Are A-Changin’.” 

No matter who you choose to hire they will have to be competitive in a rapidly changing industry. 

Sure, you can hire an agent who has a track record of success, but does he or she know what directions the industry is headed? 

I’ve done everything within my power to make sure that I’m ahead of the curve. Through my speaking engagements and even sharing my thoughts and stories through my blog, I’m working hard to remain relevant so that my clients can get their homes sold as quickly as possible, for the best price. 

I can’t tell you for certain where the industry is headed, with sites such as Zillow creating some new ways to get your home sold. However, what I can say with 100% surety is that no other realtor in Arizona will work as hard as I will to get you the best exposure possible.

That is my one guarantee!

I am the best real estate agent you never heard of. I am not in it for the reviews, I am not in it for the awards, I am not in it to grow my social media. I am in it for the challenge. Some say my best work come from those who doubt me.

Juan Pesqueira