Property Marketing Secrets: The First 100 Days

What to do this week

1. Define the hero niche and the 12‑week content calendar: choose one clear segment, like “HDB upgrader homes in Sengkang,” “Dubai Marina two‑bed apartments,” “Kowloon starter units,” “Johor Bahru family landed,” or “Sydney Eastern Suburbs terraces,” then list 12 weekly themes that answer real questions.
2. Draft a one‑page authority profile: 100‑word bio, 6 bullet proof points, 3 case snapshots, 1 process diagram, 1 CTA, and 3‑step next actions.
3. Set up a content base: YouTube, Instagram, TikTok, LinkedIn, and a simple blog page on an easy site builder with lead forms connected to a CRM.
4. Choose two proof assets to replicate monthly: property video tour and “How we sold” case study with before/after and days‑on‑market.

Region examples to emulate

• Singapore: PropertyLimBrothers scaled using presenter‑style home tours, case studies, and rapid staging/production flow—review their “How We Sold” and case formats to inspire structure and speed.
• Australia: Sydney’s Gavin Rubinstein leans hard into short video to meet how buyers vet listings and agents quickly, aligning outreach to platform-native formats.
• UAE: Allsopp & Allsopp demonstrate a “marketing is not a cost” mindset, emphasizing paid distribution, hyper‑targeting, and constant visibility.
• Hong Kong: Centaline’s mobility stack shows how agent‑facing tech (Centaline A+) supports fast responses and professional presence, which underpins vendor trust.
• Malaysia: IQI shares market snapshots publicly and highlights agent tech like Atlas as proof of systems—repurpose this idea to publish local “micro‑reports.”

Quick wins

• Publish one “Who I help and how” 60‑second video to all channels with a local geo tag and a specific CTA to a lead form connected to CRM.
• Draft the first “How we sold” template using a past deal with anonymized data if needed: goal, problem, action, result, lesson, next steps.

Implications

• Do this and sellers start seeing organized value—clarity, process, and proof turn a stranger into a short‑list candidate.
• Skip this and 100 days becomes 100 posts with no focus, weak recall, and low reply rates because the message blends into the feed.

Your Step 1 performance assessment

• Target: Publish bio page, set CRM, finalize 12 themes, and ship one “Who I help” video and one case template.
• Score 0–100:
• Niche clarity and 12 themes finalized (25 points).
• Authority one‑pager and lead form live (25 points).
• Channels created and cross‑linked (25 points).
• One video and one case template shipped (25 points).

What to do this week

1. Create the repeatable 4‑video weekly set: 1 listing/story video, 1 area deep dive, 1 “seller tip,” and 1 short local data update.
2. Standardize the run sheet: hook, 3 insights, proof, CTA, and always include the suburb name and price band in captions for algorithmic matching.
3. Add virtual tours where possible; use simple 360 or phone‑gimbal if budget is tight, as virtual tours lift views and keep people on page longer.

Region examples to emulate

• SG: PLB’s presenter tours and “How we sold Hillview Regency” show how staging plus speed plus video compress days‑on‑market—copy the bones.
• AU: Rubinstein’s embrace of short‑form video meets buyer behavior and sets a style bar sellers expect to see during listing pitches.
• UAE: Allsopp uses distributed channels and paid exposure to be everywhere the Dubai buyer or seller looks that week.

Scripts to adapt (context aware)

• 30‑sec area hook: “Thinking of upgrading in [suburb]? Here are three reasons families choose [estate/line/school] in —and the price bands to know.”
• 45‑sec seller tip: “One thing that reduces days‑on‑market this month is a quick virtual walk‑through added to pro photos—here’s why it triggers more buyer saves.”

Implications

• Do this and the algorithm learns the niche, while sellers learn the name, and the pipeline gains weekly micro‑proof.
• Skip this and content becomes random, with low watch‑time and no compounding recall in the target suburbs.

Your Step 2 performance assessment

• Target: 4 videos shipped, captions optimized, 1 virtual tour published, and analytics baseline captured.
• Score 0–100:
• Weekly set shipped (30 points).
• Virtual tour included (25 points)
• Hooks and CTAs localized (20 points).
• Analytics baseline saved (25 points).

What to do this week

1. Publish a 4‑page “Seller’s Micro‑Guide” for the niche: timing map, pricing logic, pre‑market checklist, and a 14‑day launch calendar.
2. Package a monthly “Local Pulse” PDF: 5 charts or bullet insights and 2‑minute video summary pinned at the top of profiles.
3. Add two “proof blocks” to the website: case studies and testimonials with neighborhood and price band labels.

Region examples to emulate

• MY: IQI publishes market insights by state and corridor—model the cadence and turn it hyper‑local for Johor Bahru or Klang Valley.
• UAE: Dubai’s market data cadence supports frequent investor check‑ins—translate headlines into simple owner implications in 3 bullets.
• SG: With agent counts at record highs, short proof PDFs help sellers compare agents based on clarity and execution, not only fee.

Implications

• Do this and sellers have a reason to opt‑in and forward content to decision makers like spouses or parents, speeding consent.
• Skip this and there’s no “digital leave‑behind,” so presentation recall decays and competitors look equally capable.

Your Step 3 performance assessment

• Target: 1 Seller Micro‑Guide, 1 Local Pulse PDF and video, and 3 proof blocks live.
• Score 0–100:
• Micro‑Guide shipped (35 points).
• Local Pulse PDF + video (35 points).
• Proof blocks live (30 points).

What to do this week

1. Connect every CTA to a CRM with auto‑response and same‑day callback tasks; set SMS/WhatsApp fallback for missed calls.
2. Add “Book a 15‑min pricing check” and “Free staging audit” buttons that feed the same pipeline and calendar.
3. Prepare three landing pages: valuation request, “How we sold” library, and pre‑market checklist download.

Region examples to emulate

• HK: Centaline’s app‑enabled calling and professional caller ID show how tech supports fast responses and brand lift with every ring.
• UAE: Allsopp’s “be seen everywhere” stance works only if replies are instant; connect paid reach to tight response SLAs.

Implications

• Do this and speed‑to‑lead increases booked conversations and turns cool interest into warm appointments.
• Skip this and ad spend or organic reach leaks at the first reply, lowering morale and ROI.

Your Step 4 performance assessment

• Target: 2‑minute auto‑reply, <1‑hour call‑back target, 3 pages live, CRM tasks verified.
• Score 0–100:
• Auto‑reply and fallback live (30 points).
• SLA met for 7 days (30 points).
• 3 pages live (20 points).
• CRM tasks verified (20 points).

What to do in these two weeks

1. Lane A: Weekly show formats buyers and sellers like to watch: 1 tour, 1 area guide, 1 pricing or timing explainer, 1 case story.
2. Lane B: Weekly “micro‑authority” posts for LinkedIn and blog: 3 graphs or 3 bullets that interpret local data in plain English.
3. Cross‑post every video with localized captions and location tags, and link to the relevant lead magnet page.

Region examples to emulate

• AU: Rubinstein uses “video first” to shorten decision time and prime in‑person inspections, which agents can copy for seller education too.
• SG: PLB’s case archives are a masterclass in narrative, structure, and measured outcomes sellers understand fast.
• MY: IQI’s state‑level stories show how to tie projects and corridors to buyer intent and financing logic.

Implications

• Do this and reach compounds weekly in the exact niche the business wants to own.
• Skip this and content stays episodic with no habit loop for followers to return each week.

Your Step 5 performance assessment

• Target: 8 videos, 2 authority posts, consistent linking to lead pages, and first 10 qualified inquiries captured.
• Score 0–100:
• 8 videos shipped (30 points).
• 2 authority posts (20 points).
• Links and tags consistent (20 points).
• 10 qualified inquiries (30 points).

What to do this fortnight

1. Build a default launch calendar: Day 1 pro photos and floorplan, Day 2 short video and 360, Day 3 hero tour, Day 4–7 paid distribution, Day 8–10 email and DM re‑marketing, Day 11–14 open-home and appointment drive.
2. Document results in a one‑page “Launch Recap” for the vendor and future pitches: views, saves, inquiries, showings, offers, and lessons.
3. Capture a 45‑second vendor testimonial on clarity, speed, and communication.

Region examples to emulate

• SG: PLB’s “How we sold” pages show tight production flow and narrative that de‑risks vendor decisions.
• UAE: Dubai’s fast‑moving segments reward launch precision and retargeting, so calendar discipline increases offer velocity.
• AU: Video‑led awareness primes open‑home attendance and helps justify premium presentation budgets with sellers.

Why virtual and video matter

• Virtual tours deliver longer time‑on‑page and more inquiries, which backstops ad spend and sustains seller confidence during the first two weeks.

Implications

• Do this and sellers feel the rhythm, see the data weekly, and trust recommendations on pricing moves.
• Skip this and sellers feel blind, assume low effort, and become price‑led rather than strategy‑led.

Your Step 6 performance assessment

• Target: Finish one 14‑day launch cycle with a vendor recap and a public case post.
• Score 0–100:
• All assets shipped by day (35 points).
• Vendor recap delivered (35 points).
• Public case post live (30 points).

What to do in these two weeks

1. Release Issue #1 of “Local Pulse” with five local metrics and simple implications for owners and investors, plus a 2‑minute summary video.
2. Offer the issue as a co‑branded PDF to one local bank officer, lawyer, or mortgage adviser in exchange for newsletter placement.
3. Host a 25‑minute live Q&A on one platform and record the session for all channels.

Region examples to emulate

• MY: IQI’s KL–Johor–Penang insight cadence is a model for corridor‑based storytelling that agents can localize.
• UAE: Dubai’s frequent market headlines let agents translate noise into clear actions for owners in off‑plan and ready segments.

Implications

• Do this and third‑party distribution multiplies reach and sends “borrowed trust” back to the profile.
• Skip this and growth relies only on personal channels, slowing inbound listing conversations.

Your Step 7 performance assessment

• Target: 1 issue shipped, 1 partner email placement, 1 live Q&A, and 5 inbound questions documented.
• Score 0–100:
• Issue shipped (35 points).
• Partner placement (25 points).
• Live session recorded (20 points).
• 5 questions logged (20 points).

What to do in these two weeks

1. Turn two “How we sold” cases into media‑ready summaries with numbers, photos, and learning points.
2. Pitch one local business press or community group to deliver “How to get sale‑ready in 30 days” with a simple, non‑sales talk.
3. Collect three 20‑second testimonials from sellers or collaborators and mount them on a “Why choose us” page.

Region examples to emulate

• SG: PLB’s PR launch shows how to package a unique angle—presenter‑led tours and media‑tech positioning—for external coverage.
• AU: Use local media and LinkedIn to showcase video trends and seller expectations in 2025, building on the “video‑first” shift.

Implications

• Do this and third‑party signals do heavy lifting in vendor selection, lowering fee pressure.
• Skip this and the brand remains self‑referential, which limits top‑funnel discovery and prestige.

Your Step 8 performance assessment

• Target: 2 PR‑ready case PDFs, 1 talk delivered, 3 testimonials mounted.
• Score 0–100:
• PR‑ready cases (35 points).
• Community talk (30 points).
• 3 testimonials (35 points).

What to do this week

1. Retarget anyone who viewed 50%+ of a video, downloaded a PDF, or visited a case page twice in 14 days with a soft invite.
2. Add WhatsApp and SMS fallback on valuation and staging landing pages with pre‑filled message starters.
3. Record new response scripts for three situations: “not selling yet,” “interviewing three agents,” and “fee‑first questions.”

Region examples to emulate

• UAE: Allsopp’s growth story highlights consistent paid exposure and hyper‑targeting, which is where retargeting earns its keep in Dubai’s noisy feed.
• Global digital best practice: short‑form video viewers and PDF downloaders convert better with a friendly, time‑boxed invite to a 10–15 minute consult.

Implications

• Do this and weaker leads turn warm over 7–14 days without sounding pushy.
• Skip this and the hardest‑earned audience forgets within a week.

Your Step 9 performance assessment

• Target: 2 retargeting audiences live, 2 landing pages with WhatsApp fallback, and 3 updated response scripts recorded.
• Score 0–100:
• Retargeting live (35 points).
• WhatsApp fallback working (30 points).
• Scripts recorded (35 points).

What to do now

1. Compile a “Quarter in Review” post: 3 best cases, 3 best videos, 3 lessons for sellers, and what’s next, with links to the full assets.
2. Publish “How we work” as a 2‑page client explainer: plan, pricing logic, launch calendar, reporting rhythm, and what vendors can expect week‑by‑week.
3. Set next 12‑week topics and booking goals by suburb and price band, then block the weekly content slots in the calendar.

Implications

• Do this and the next 100 days start with momentum, proof, and clarity, which compound into more listing invites at fair fees.
• Skip this and Q2 starts from scratch, losing the compounding effects of consistent publishing and proof.

Your Step 10 performance assessment

• Target: Quarter in Review shipped, 2‑page explainer live, and next 12‑week calendar set with targets.
• Score 0–100:
• Review shipped (35 points).
• 2‑pager live (30 points).
• Calendar blocked with targets (35 points).

Singapore

• PropertyLimBrothers: Case study cadence, presenter tours, and “How we sold” explainers demonstrate a repeatable path from media to vendor trust.
• Market context: With more than 36,000 registered agents, clarity, proof, and speed give an advantage at the listing table.
• Rising teams: Independent leaders and teams use weekly YouTube, shorts, and case recaps to win attention among HDB upgrader and private segments.

Australia

• Gavin Rubinstein (TRG, Sydney): “Video first” is positioned as a service standard, not an add‑on, and short‑form reduces buyer decision time.
• Practical application: For terraces and apartments in the Eastern Suburbs, quick shorts plus cinematic tours generate both brand and buyer flow.

UAE / Dubai

• Allsopp & Allsopp: Leadership emphasizes that marketing is revenue investment, not overhead, and applies hyper‑targeting, paid distribution, and show formats.
• Market backdrop: Dubai posted historic transaction values in 2024, and this visibility rewards agents who package weekly insights and showcase execution.
• Tactics to copy: Retarget video viewers, promote WhatsApp response options, and publish weekly “cutting through noise” market takes.

Hong Kong

• Centaline: The Centaline A+ app and HKT integration show how mobility and caller ID protect brand and speed to lead in a fast, multilingual market.
• Application: Use simple bilingual captions, WhatsApp CTAs, and short explainer videos on timing and stamp duty updates to build micro‑authority.

Malaysia

• IQI: State‑by‑state updates and tech‑enabled agent support (Atlas) illustrate how to package corridor stories and transaction momentum.
• Practical application: Publish “Why Johor now” and “KL rental heat pockets” posts with 3 charts and 3 implications for sellers and landlords.

Content menu to copy and paste for 100 days

• Weekly tour: 2–4 minutes, center the suburb, price band, and 3 key buyer moments, plus a 20‑second cut‑down for shorts.
• Weekly area guide: 90 seconds on schools, transport, and price bands that define decisions with relocating families and first‑timers.
• Weekly seller tip: 45 seconds on one action that affects days‑on‑market or net proceeds, backed by a quick proof example.
• Weekly Local Pulse: 3 bullets on what changed this week and one action owners can take, plus a lead form.
• Bi‑weekly case post: before/after, launch calendar, inquiries, view count, showings, offers, and lessons learned.
• Monthly long video: 6–9 minutes “state of the market” and “what it means” for owners in the chosen niche.

Templates and scripts agents can use today

30‑second “valuation invite” script

• “If selling in [suburb] in the next 6–12 months, get a quick pricing check and a 14‑day launch plan so no week is wasted—tap the link and choose a time that works.”

45‑second “what changed this week” script

• “In [area], listing views rose while inquiries held flat, which means better media wins; here’s the one upgrade we’re recommending before launch.”

Reply to “We’re interviewing three agents”

• “Great—that’s smart; here are 3 questions that separate strategy from generic marketing, and here’s how we’ll show the proof if we work together.”

Reply to fee‑first questions

• “Happy to talk about fees; can I first show the launch calendar and buyer path so we can link investment to expected response and net outcome.”

Visual and tech checklist for every listing

1. Pro photos and a floor plan with dimensions buyers can read on mobile.
2. One cinematic tour and at least one short cut‑down in portrait with on‑screen labels for features and location cues.
3. A 360 or virtual tour to lift watch‑time, saves, and inquiry—an 87% view uplift is common in industry benchmarks.
4. A one‑page “Launch Calendar” the vendor sees before day one so expectations and actions are aligned.

How to measure authority growth weekly

1. Watch‑time and completion on short videos in the target suburbs.
2. Opt‑ins for Seller Micro‑Guide and Local Pulse downloads.
3. Reply time from inquiry to human contact, tracked via CRM logs and WhatsApp fallbacks.
4. Case study consumption: page views, time on page, and return visits prior to listing invites.

Common mistakes to avoid

1. Generic messaging to “anyone, anywhere,” which weakens recall and referrals.
2. Video without clear suburb, price band, and buyer persona tags, which confuses algorithms and audiences.
3. No retargeting of watchers and readers, which throws away the most ready audience.
4. No vendor recap, which erodes confidence during week two and invites fee pressure.

Compliance and tone reminders by market

• Singapore: Stay accurate and clear, avoid guarantees that breach advertising rules, and present data sources plainly in micro‑guides.
• UAE: State the facts on off‑plan versus ready segments and use clear disclaimers on timelines and availability.
• Hong Kong: Serve bilingual captions where needed and keep WhatsApp touchpoints simple and professional.
• Malaysia: Tie insights to NAPIC and corridor data and speak to first‑time and investor logic with equal clarity.
• Australia: Use suburb‑level clarity on pricing and timing and align with agency brand standards on video.

Agent spotlights: What to borrow, what to adapt

• PLB (SG): Presenter‑led tours and tight “How we sold” case pages—borrow the structure and cadence, adapt brand and voice.
• Rubinstein/TRG (AU): Short‑video intensity and on‑trend style—borrow the speed and platform fit, adapt to suburb and price band.
• Allsopp & Allsopp (UAE): Treat marketing as a revenue engine—borrow paid distribution and hyper‑targeting, adapt scripts and retargeting.
• Centaline (HK): Tech‑enabled speed and professionalism—borrow caller ID, app‑like response, adapt bilingual flows and WhatsApp.
• IQI (MY): Corridor‑led insights and agent tech—borrow monthly insight cadence, adapt to KL–Johor–Penang or state focus.

Appendix A: 10 case‑study headlines sellers actually read

1. “How we sold in 14 days in [Suburb] after a failed campaign—what changed”
2. “3 shocks first‑time sellers face in [Area] and how to avoid them in 2025”
3. “From stale to sold: the 7‑day relaunch plan that saved 6 weeks”
4. “What a $1,500 prep budget did to inquiries in [Condo/Community]”
5. “The 14‑day launch calendar we use to avoid ‘week three drift’”
6. “The video shot list that got 2X showings in [Estate]”
7. “Should you add a 360 tour in [Market]? The numbers say yes”
8. “When to price tight vs test the ceiling in [Price Band]”
9. “What to fix and what to skip before listing in [Suburb]”
10. “Busy families buy faster when they see these 3 moments”

Appendix B: The 14‑day launch calendar (default)

• Day 1: Photos, floor plan, and copy draft.
• Day 2: Short video and 360 capture.
• Day 3: Cinematic tour and page live.
• Day 4: Paid boost one and email send.
• Day 5–7: DM re‑marketing to watchers and area lookalikes.
• Day 8–10: Open‑home preview push, Messenger or WhatsApp prompts.
• Day 11–12: Open‑home and private appointments.
• Day 13–14: Offers, objections log, and vendor recap.

Appendix C: Simple analytics that matter

• Video: 3‑second view rate, 50% completion rate, and saves by suburb tag.
• Pages: time on “How we sold,” return visits within 7 days, and form starts.
• Comms: response time to human contact and WhatsApp fallback open rate.
• Conversion: booking to meeting ratio and meeting to listing ratio.

• 0–30 days: Foundations, first case live, and weekly video cadence started.
• 31–60 days: Two listing launches and the first Local Pulse shipped.
• 61–90 days: PR‑ready cases, one partner talk, and stable retargeting.
• 91–100 days: Quarter in Review posted and next 12 weeks blocked.

Your 100‑Day performance assessment

• Target: 20+ videos, 2 virtual tours, 4 case studies, 2 Local Pulse issues, <1‑hour reply time, and two 14‑day launches with vendor recaps.
• Score 0–100:
• Publishing cadence executed (25 points).
• Proof assets shipped (25 points).
• Speed‑to‑lead met (20 points).
• Launch playbooks completed (20 points).
• Partner or PR placement (10 points).