1. RoofRing Marketing Plan
Marketing Vision
Core Marketing Strategy
Core Branding Elements
Simplicity
Customer relief
Consistent logo
Transparency
Tagline
Mission Statement
Company Vision & Values
Marketing Materials
Web Plan
Social Media Plan
Marketing Vision
RoofRing seeks to make the process of buying and selling a home a relief for clients, offering
them such great service that all of their fears associated with the process will disappear and
they will not be spending lots of money. RoofRing’s hope is to revolutionize the Real Estate
Industry by reducing the amount of commissions paid to Brokerage Services by taking passing
on the savings from a greatly simplified buying/selling real estate process.
Story behind the name: The name came about as a recognition of the attempt to revolutionize
real estate services. The Roof in RoofRing stands for the concept of shelter and Ring stands
for the group of people who will join our revolution in changing the way real estate brokerages
work.
Core Marketing Strategy
RoofRing will position itself as experts on shepherding home buyers & sellers comfortably
through the process of buying/selling a home they like and can afford.
These measurable results will show RoofRing that it is achieving its goals over the next three
years:
● 50% increase in qualified leads for Sellers & Buyers from 2012 to 2013 and at least 20%
Increase in qualified leads in the following years
● Decrease of client switching to other real estate agents to under 10%
● Customer testimonials of at least three sentences written by 75% of successful home
buyers
Core Branding Elements
RoofRing brands itself by paying attention to the following:

2. Simplicity
All marketing materials and written statements are jargon-free. Images are not busy, but
focused on one clear idea. The effect is intended to show that RoofRing is comfortable in its
choice to serve a particular market niche and serve it well.
Customer relief
Images (photos of past clients) on the website, advertisements, and marketing materials focus
on the happy couples and families that RoofRing has placed in homes and include captions with
short statements from the clients describing the relief they felt by being shepherded through the
process by a real estate agent that they could trust and that understood their particular needs.
Consistent logo
The name of RoofRing will always appear in brown and green in a simple, consistent type face
and form the shape of a roof.
Transparency
Paramount to retaining the trust of customers is that answers to key questions can all be found
easily within materials and are volunteered to customers in all interactions.
Tagline
"Real Estate Simplified”
Mission Statement
“Most convenient, highest quality and cost effective provider of Brokerage Services for sellers
and buyers of Real Estate”
Company Vision & Values

3. Here are a few things that RoofRing will make sure that customers understand about our Vision
and Values:
● Focus on Customer
● Superior Service
● Customers can Trust us
● Courteous & Professional
● Easy to work with
● Educate as we go
Marketing Materials
The following marketing materials and methods are used to reach the target market:
● Monthly listing bulletin
● Marketing kit
● Website
● Newspaper ads
● Direct mail postcards
● Google Adwords
Each marketing kit will feature three case studies consisting of a one page story, a photo of the
client(s), photo of the home, and testimonial statement from the client. The website will feature
three video testimonials consisting of one-minute videos narrated by a client along with pictures
of their home, the process of working with RoofRing, and the RoofRing office.
Direct mail postcards will be sent to a target list of 1,000 individuals who currently rent in Silicon
Valley and potentially fit the ideal target market. These lists will be purchased based on income,
age, and lifestyle elements suggesting they may be looking to move to a suburb. One postcard
will be sent every other month with an invitation to the next information session. A new 1,000
individuals will be chosen every six months.
Web Plan
The RoofRing website will aim to impress qualified prospects with the trustworthiness and
expertise of the office. The following elements and pages will support this:
● Selections from the "How To Buy a First-Home" Guide and information on how to send
for the complete guide
● Collected columns/articles from the monthly listed bulletin presented as a blog
● Wrap-up descriptions of key takeaways from past information sessions
● Details on upcoming information sessions - bios of speakers, location, time, RSVP
contact, content of the session
● Bios of other real estate agents with the firm, as they are added
● Video testimonials of past clients
● Written case studies of past clients
● The Website will be Search Engine Optimized

4. Social Media Plan
The company will send RoofRing’s blog posts to article databases and other real estate blogs in
the hope that the name of RoofRing will be promoted elsewhere and that more incoming links to
the website will be generated.
The company will have presence on Facebook, LinkedIn, Twitter and Google+.