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Marketing

The positioning or marketing process, pricing strategy and sale strategy, including key marketing points and your approach for this category of asset.

Hawai‘i Life began as a real estate marketing and lead generation firm. From our roots in developing and maintaining Hawaii’s most-trafficked real estate search engine, HawaiiLife.com, to the casting and maintenance of the “Hawaii Life” television series on HGTV - all through the co-creation of global initiatives like Forbes Global Properties, we’ve developed a proven methodology to leverage our extraordinarily broad exposure and convert it into sales on behalf of our clients.

Position Casa De Plata as the premier estate offering in all of Hawaii.  

Our marketing process begins with the creation and art direction of multiple pieces of marketing collateral: professional photography and copywriting; multiple video assets; 3D Virtual Tours*; drone photography; custom property website(s); interactive overview map; executive summary; etc. We’d estimate 21-28 days (weather-pending) for marketing collateral creation. 

Lead with a “Whisper campaign”

Marketing collateral in-hand, we lead with a preliminary “whisper campaign”, wherein key clients and influencers are given advance notice of the offering before it's made public. We estimate the whisper campaign to take a minimum of 30 days, especially as some key prospects are moving targets and we prefer to make this initial contact in person or over the phone whenever possible.

Simultaneously with the “whisper campaign”, we utilize a comprehensive public relations and media placement campaign. Hawaii Life has two Public Relations Firms on retainer: REM Public Relations in Santa Monica and Fujita & Miura in Hawaii. We would secure key media placements in select outlets such as The Wall Street Journal, Architectural Digest, Robb Report, Bloomberg, Forbes, prior to the listing becoming available on the Multiple Listing Service or being featured elsewhere in the public domain. 

The “whisper campaign” and media placement period would occur simultaneously in the first 30-days following the completion of the marketing collateral.

We will then follow with a specific, measurable marketing plan to leverage a variety of media as well as strategic partnerships. Drawing on the vast resources of our creative team, our marketing for Casa De Plata will be created and distributed through proven channels to reach the target demographic. Itemized estimated values and descriptions are in the attached Exhibit. 

Our strategies for [Project] include:

1. Direct Marketing to Hawaii Life’s extensive database: Over 400k prospects and clients built over years as the top-selling luxury brokerage in the state. Our client database is notably heavy in the entertainment (Hollywood) and tech (Silicon Valley) industries. Our international prospect database has grown significantly in recent years. We leverage personal relationships with HNWIs and influencers (family offices, wealth managers, legal counsel, etc.) as well as other top-selling brokers and agents worldwide.

2. Forbes Global Properties (FGP) As a founding member, Hawaii Life enjoys unparalleled access to the most exclusive markets in the world. 

Forbes Global Properties™ is the exclusive worldwide real estate partner of Forbes, one of the world’s most trusted media brands. Established in 2020, FGP is an exclusive consortium of top-tier real estate firms representing many of the world’s finest homes for sale. Membership in the network is reserved for the most distinguished brokerages in select cities and second-home destinations.

Spearheaded by Jeff Hyland, co-founder, and president of Hilton & Hyland, and Bonnie Stone Sellers, an accomplished industry veteran, Forbes Global Properties is owned and run by brokerages, with a Forbes ownership stake and vested interest in our success.

3. Public Relations and Media Management, as referenced above, our strategy would include the orchestration of a strategic public relations campaign to increase awareness of [Project] and control a thoughtful narrative of the exceptional listing across prominent news outlets. 

• Message Development/Positioning – Draft newsworthy story angles inclusive of standout features, current trends, and impressive design features. 

• Media Exclusive – Secure media exclusive to unveil the listing with Architectural Digest, Bloomberg, or The Wall Street Journal. • Media Outreach – Personalized media outreach to local, regional and national publications across online, print, and broadcast with a focus on real estate and design. 

• Expert Positioning – Identify interview opportunities for the listing agent to discuss the special features of the home.

4. Data Mining. Hawaii Life has partnered with Wealth-X to fuel strategic decision-making in sales, marketing, and compliance. Wealth-X has developed the world’s most extensive collection of records on wealthy individuals and produces unparalleled data analysis to help our clients uncover, understand, and engage their target audience,  as well as mitigate risk. Founded in 2010, with offices across North America, Europe, and Asia, Wealth-X provides unique data, analysis, and insight to a growing roster of over 500 clients.

This exclusive, highly vetted database provides the springboard for direct marketing to the world’s wealthiest individuals and organizations. 

5. Permission-Based Marketing. Hawaii Life implements a series of steps to contact HNWIs. Newly-liquid HNWIs are cross-referenced against our database of prospects for matches. Permission-based marketing initiatives are deployed to make contact, assess interest, and invite prospects to various events, distribute publications, and more. 

6. Private Events - Private, invite-only dinners in Silicon Valley and Beverly Hills are hosted for our HL1 clientele and their guests. Future events are in planning stages for San Francisco, Vancouver, and Tokyo plus returns to Silicon Valley and Beverly Hills.

7. Web Strategy for Broad and Targeted Exposure

Select (targeted) and broad exposure - all of which happens upon release of the listings and maintained throughout the term of listings. Over 94% of buyers begin their search online. Hawaii Life dominates the internet both domestically and internationally. No other Hawaii firm comes close to the web exposure we provide.

• HawaiiLife.com - Featured placement on Hawaii’s #1 Real Estate web search. Buyer behavior is monitored regularly to trigger proactive engagement via Live Chat. See the attached listing presentation for figures.

• Forbes Global Properties www.forbesglobalproperties.com

• Luxury Portfolio International- (www.luxuryportfolio.com) is the world’s largest network of Luxury Real Estate Companies, with very high domestic US and Chinese online traffic, targeting the ultra-wealthy. 

• HL1.com - Access to pre-screened HNWI buyers. Contrary to the demand creation of hawaiilife.com, HL1 is focused on demand-fulfillment. The property search portal is designed for and used by Hawaii Life’s high-net-worth clients exclusively.

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*For assets of this nature, we recommend the restrictive use of virtual tours. Ideally limited for prospects who’ve already registered and toured the property - where the tour can serve as a reminder touchpoint and/or a means by which to enroll a spouse or partner who wasn’t available to attend the original tour. In rare cases, as a means of demand creation, we might recommend using a 3D Tour for a qualified prospect who is considering a special trip for the purpose of a site visit. However, we do not recommend unfettered public access to 3D Tours, for a host of security and sales-related reasons.
*In some cases, we may create prospect-specific websites and/or videos designed to showcase the estate from a particular point of view, especially as it may pertain to a particular lifestyle, i.e. boating/fishing/etc.

Exhibits:

Project - Marketing Plan Worksheet
Marketing Worksheet.pdf

Project - Publicity Tactics and Case Studies
HL1_Project_PR_Study.pdf

Project - Forbes Global Properties Platform
HL1_Project_FGP_Opportunities.pdf

FGP Corporate Brochure
FGP Corporate Brochure.pdf

HL1 Listing Information
HL1 Project Listing Information.pdf