DOKK EN Home Advisors
01
A SITE TO SHOWCASE CREDIBILITY
Your website is the home of your brand, and needs to convey contemporary expertise as well as present you personally in a warm manner. Consider Local SEO and possibly website visitor re-targeting.
02
CONTENT WITH VALUE
Strategies to share education and resources that will be useful to leads. Such as using the blog to host and share relevant useful content to your audience.
03 Email and social is a long game, but keeps you present with your audience, while nurturing new participants. EMAIL + SOCIAL TO STAY TOP OF MIND
Target Markets
FIRST TIME HOME BUYERS This demographic typically consists of millennials (ages 25- 40), many of whom are looking to settle down and buy their first home. They tend to seek affordability, education on the home-buying process, and personalized support.
NEW CONSTRUCTION BUYERS
New Construction Buyers: Buyers of new construction homes often look for modern features, energy efficiency, and customizable options. They may be upgrading from a previous home or are first-time home buyers seeking energy-efficient features and modern design for tech-savvy buyers who favor low-maintenance living. + STANDARD SELLERS + BUYERS
Phase 1
Phase 1 creates a 5 page website. A blog will be essential, but this would be considered a phase 2 addition. A nice touch is to call the blog something like ‘insights’ or ‘resources.’ 01
BUY
SELL
ABOUT
INSIGHTS
CONNECT
Phase 2
We recommend to keep the main navigation as simple as possible, try not to over-clutter with extra information which is harder to orient. In phase 2, we could have 7-9 more pages. Consider what is a necessary landing page versus what could just be a blog post.
BUY
SELL
ABOUT
INSIGHTS
CONNECT
BUYERS FIRST TIME BUYERS NEW CONSTRUCTION LUXURY HOMES
MEET THE TEAM FRACTIONAL MARKETING
REVIEWS / HYPE PARTNERS
SERVICES - RELOCATION? HOME VALUATION
References https://www.jenferland.com https://globalcollective.com https://buse.agency
The design will strike a balance between light and dark. Going all white is a little standard, adding darks imply sophistication like Global Collective. It will also be key to not overload each page with copy, but touch on the subject lightly.
Home
DOKK EN Home Advisors
BUY
SELL
ABOUT
INSIGHTS
CONNECT
Radio Ads
Banner and tagline
Testimonial x1
Intro emphasizing care
Some Stats (large)
Blog Key Article 1
Insights
The home page should introduce us to you and why leads should work with you. Let’s discuss whether there is a 4th specialization to mention on the home page.
Blog Key Article 2
We offer specialized Expertise in
Blog
Blog Key Article 3
First Time Home Buyers
Financial Guidance
Financial Guidance
New Homes
Subscribe
Why work with us A little of who we are
About
Buy
DOKK EN Home Advisors
BUY
SELL
ABOUT
INSIGHTS
CONNECT
Download Buyers Guide
Button
Banner
Phase 2 should link to a first time buyers hub, which can either be a landing page, or relevant blog posts. Website forms can ask visitors qualifying questions (e.g., "Are you a first-time buyer?") that CINC uses to categorize and segment leads, helping you tailor your follow-up approach.
Testimonial x1
Intro emphasizing care
first time buyers
Why buy with us
FAQs
Have you considered new construction?
Button
Contact
Our process
See listings
Sell
DOKK EN Home Advisors
BUY
SELL
ABOUT
INSIGHTS
CONNECT
Download Sellers Guide
Button
Banner
Testimonial x1
Intro emphasizing care
Valuation
Some Stats (large)
FAQs
Why sell with us
Since this is currently not a great time to sell, we might consider linking out to a blog post that addresses that issue.
Contact
Pop Up (phase 2)
We can build a basic pop up form that encourages sign ups for news and guidance. However this would be more effective with some sort of offer such as a FREE buyers guide. .This would need to work in conjunction with an automation which would trigger an email with the guide attached.
Get Access to Our Comprehensive Buyer’s Guide
Other LEAD MAGNET ideas:
First-Time Homebuyer Checklist Rochester Neighborhood Guide Home Valuation Tool
New Construction vs. Resale: Pros and Cons Rochester Real Estate Quarterly Market Trends
CHATBOTS AND INSTANT LEAD RESPONSE
LEAD CAPTURE FORMS + POP UPS
APPOINTMENT SCHEDULING
Direct Lead Flow: Embed CINC-powered lead capture forms on key pages (home page, property listings, landing pages). Leads submitted through these forms flow directly into CINC, where they are automatically categorized and tracked. Pop-Up Forms: Use timed or exit-intent pop- up forms to capture leads before they leave the site. These forms can be customized for specific offers (e.g., property alerts, buyer guides) and send the lead data into CINC.
A chatbot or live chat feature on the website can be integrated with CINC. When visitors interact with the chatbot, their contact information and conversation history can be logged in CINC, allowing for follow-up.
CINC Appointment Scheduler: Allow visitors to schedule appointments or consultations directly on the website, syncing the data with CINC. This ensures seamless follow-up and automatic scheduling notifications. Acuity or Calendly can also be integrated.
CINC Integration
PHASE 2
What else?
LOCAL SEO
Google My Business: Ensure your Google My Business profile is accurate and optimized. Add links to your Google My Business listing on your website and encourage reviews to improve local SEO. Make sure there is a link in social bar or footer Location-Specific Keywords: Squarespace allows for basic SEO settings per page. Use the built-in SEO settings to optimize page titles, meta descriptions, and image alt text with local keywords (e.g., “Homes for sale in Rochester, NY”). Schema Markup: While Squarespace doesn’t natively support custom schema markup, you can manually add local business schema through Code Injection to improve search engine visibility.
WEBSITE VISITOR RE-TARGETING
Facebook Pixel: Squarespace supports Facebook Pixel integration. You can add your Pixel code directly to your website to track visitor behavior and create retargeting ads on Facebook and Instagram. Google Ads Retargeting: Squarespace allows for Google Ads integration. You can place the Google Ads tracking code on your site to retarget visitors through Google’s Display Network.
PHASE 2
Blog
02
The blog functions more like a resource center, if we add a filter system then we can help visitors filter to their relevant content based on the following content pillars.
DOKK EN Home Advisors
BUY
SELL
ABOUT
INSIGHTS
CONNECT
There are options to create and post blog entries yourself, or you can work with Limelight to generate and curate your monthly content. This often supports your newsletter content.
Filter System
FIRST TIME BUYERS
NEW CONSTRUCTION SELLERS
Relevant blog articles filtered
PHASE 2
Content Pillars
Your content pillars is the start of a structure to drive all content, from blog posts, to social posts, your video and more.
FIRST-TIME BUYER EDUCATION HUB
NEW CONSTRUCTION EDUCATION HUB
Topics could include:
Topics could include:
Step-by-step guide to buying a first home in Rochester. Understanding mortgages and down payments. First-time home buyer programs in NY (e.g., FHA, HomeFirst Down Payment Assistance). The benefits of new construction vs. resale homes. The Importance of Pre-Approval Before House Hunting Common First-Time Buyer Mistakes and How to Avoid Them How Much House Can You Afford? Tips for Budgeting Navigating the Closing Process: Costs and What to Expect Understanding Property Taxes in Rochester
The Benefits of Buying a New Construction Home in Rochester Step-by-Step Guide to Buying a New Construction Home Spotlight on Rochester’s Hottest New Developments How to Customize Your New Construction Home New Construction vs. Existing Homes: What’s Right for You? Virtual Tours and Floor Plans: Navigating New Construction from Afar
Content Pillars
SELLING YOUR HOME
ROCHESTER UPDATES
Topics could include:
Topics could include:
How to Sell Your Home for Top Dollar in Rochester’s Market. Tips on pricing, staging, and negotiating to get the best offer. Preparing Your Home for Sale: A Seller’s Checklist Understanding the Rochester Real Estate Market for Sellers. Market trends, local insights, and how they affect a home’s sale price. Home Staging Tips: How to Make Your Property Stand Out Common Mistakes to Avoid When Selling Your Home. Such as overpricing, poor marketing, and neglecting repairs. Should You Renovate or Sell As-Is?
Monthly Rochester Real Estate Market Updates, about the latest trends, prices, and inventory in the market. Neighborhood Spotlights: Where to Buy in Rochester; Itop neighborhoods, local amenities, schools, and community. Why Rochester is the Perfect Place to Call Home, culture, outdoor activities, schools, and affordability. A Guide to Rochester’s School Districts Top 5 Up-and-Coming Neighborhoods in Rochester undergoing development or revitalization and why they’re great investment opportunities. Rochester’s Best Outdoor Spaces and Community Events, that enhance the Rochester living experience.
03
NAME
BANNER OR IMAGE
Newsletter We can curate a monthly newsletter that's concise and engaging, ensuring it's easy to read without overwhelming the audience. The focus should be on delivering value with educational content, tips, and real estate strategies. A blog can offer a deeper dive into these topics, while the newsletter provides a "taster" version, encouraging readers to visit the website for more details and driving traffic back to key content. We also recommend adding fun content such as recipes or DIY.
MAIN STORY Use a monthly blog to take an angle, share values and education
Signature + photo
Listings
SERVICES Make sure there are links to the other areas of expertise included, ie new construction
TESTIMONIAL
FIRST TIME HOME BUYERS
Automations
01
Welcome & Home Buying Overview (Day 1) Subject: "Welcome! Your First Steps to Owning a Home" Content: Welcome the buyer and introduce yourself as their guide through the process.
Provide a high-level overview of the home-buying journey. Include a link to a beginner’s guide for first-time buyers. CTA: "Start your journey: Download the First-Time Buyer’s Guide"
We recommend building nurture email sequences for key segments; first-time home buyers, new construction buyers, and sellers to provide timely, valuable education and to build trust. A 3-email sequence is a great starting point—it keeps clients engaged without overwhelming them, offering essential guidance tailored to their specific needs while keeping your services top of mind.
02
Understanding Financing & Mortgages (Day 4) Subject: "How Much Home Can You Afford? Let’s Break It Down" Content: Educate buyers on mortgage basics, including different types of loans, down payment options, and interest rates. Include a link to a mortgage calculator so they can estimate their budget. CTA: "Find out your budget with our mortgage calculator" Next Steps & Avoiding Common Pitfalls (Day 10) Subject: "Ready for the Next Steps? Avoid These First-Time Buyer Mistakes" Content: Provide actionable tips on how to avoid common mistakes like not getting pre-approved or rushing into decisions. Share advice on how to get prepared for house hunting and making an offer. CTA: "Let’s connect! Schedule a call to discuss your next steps"
03
Segmentation
Zapier will be the key app to auto populate these segments based on what links leads click on.
FIRST TIME HOME BUYERS
MOVE-UP BUYERS Characteristics: Homeowners looking to upgrade to a larger or more expensive property, likely in the middle stages of life or with growing families. Marketing Strategy: Showcase larger homes, emphasize trade-up options, and highlight neighborhoods with good schools or amenities for families.
SELLERS Characteristics: Homeowners looking to sell their property, either to downsize, upgrade, or relocate. Marketing Strategy: Provide home valuation tools, market analysis, and tips for preparing a home for sale. Communication Style: Professional and results- driven, focusing on market trends, how to maximize sale price, and the selling process.
Characteristics: 30-45, need education on the home- buying process, might be looking for affordability, and often exploring government programs (e.g., FHA loans). Marketing Strategy: Provide educational content (guides, webinars), tips on financing, and listings of affordable homes. Communication Style: Supportive and educational, offering step-by-step guidance. INVESTORS Characteristics: Focused on ROI, rental properties, or fixer-uppers. Often looking for properties that provide income or have the potential for appreciation. Marketing Strategy: Provide data on rental yields, market trends, and ROI projections. Offer information on multi- family homes or commercial properties. Communication Style: Analytical, focusing on financial benefits, market conditions, and investment opportunities.
Communication Style: Focus on the benefits of upgrading, the current equity they have, and opportunities in the market.
LUXURY HOME BUYERS Characteristics: Higher income, looking for premium features, exclusive neighborhoods, and often interested in new or custom homes. Marketing Strategy: Feature high-end listings, emphasize luxury amenities, and offer personalized services such as private tours or virtual walk-throughs. Communication Style: High-touch and personalized, emphasizing exclusivity and tailored services.
NEW CONSTRUCTION BUYERS
Characteristics: Interested in brand-new homes, often seeking customizable options, energy- efficient features, and modern designs. Marketing Strategy: Highlight new developments, builder connections, and advantages of new construction such as lower maintenance and customization. Communication Style: Enthusiastic, focusing on the benefits of modern living, customization options, and long-term value.
Segmentation
DOWNSIZERS / RETIREES
HOT LEADS (READY TO ACT) Characteristics: High engagement, frequently viewing listings, responding to emails, or contacting agents. Likely ready to buy or sell soon. Marketing Strategy: Immediate follow-up, personalized home tours, detailed market data, and loan pre-approval help. Communication Style: Urgent and actionable, providing immediate value and facilitating quick next steps.
OPEN HOUSE VISITORS Characteristics: Leads generated from attending open houses. They may be in the early stages of home-buying and just starting to explore. Marketing Strategy: Follow up with a "thank you for attending" email, offer similar listings, and provide additional resources. Communication Style: Friendly and inviting, keep the interaction light while being top of mind. RENTERS LOOKING TO BUY Characteristics: Currently renting but interested in becoming homeowners. They may need guidance on financing and how to transition from renting to owning. Marketing Strategy: Provide content on the benefits of homeownership, mortgage options, and first-time buyer incentives. Communication Style: Encouraging and educational, offering practical steps to make the shift to owning.
Characteristics: Often older, looking to downsize from a larger home to a smaller, more manageable property, possibly moving into 55+ communities or low- maintenance homes. Marketing Strategy: Emphasize low-maintenance homes, condos, or single-level living options. Provide information on 55+ communities and lifestyle-oriented properties. Communication Style: Empathetic and supportive, focusing on lifestyle changes and convenience. RELOCATION BUYERS Characteristics: People moving to the area due to work, family, or lifestyle changes. They may not be familiar with the local market or neighborhoods. Marketing Strategy: Provide relocation guides, neighborhood comparisons, and virtual tours of homes and local amenities. Communication Style: Helpful and informative, focusing on the benefits of the new area, amenities, and ease of transition.
COLD LEADS (NURTURE)
Characteristics: Less responsive or early in the buying/selling process, may need more time or education before acting. Marketing Strategy: Slow-drip email campaigns, educational content, market updates, and occasional touchpoints. Communication Style: Patient, educational, and less aggressive, keeping them warm without pressure.
Social Magic Mix The most engaging social posts often feature personal content created directly by you. A mix of informative videos and static images work best, such as client interactions , property walkthroughs , or your team out in the field . Personal moments , like grabbing coffee at a favorite Rochester spot or behind-the- scenes peeks, add authenticity. While we can refine and add copy, the content will originate from you. To maintain professionalism, alternate personal content with branded posts such as testimonials, blog highlights, educational tips, and subscriber calls-to-action for a balanced, polished feed. We will refer to your content pillars for ideas too.
DOKK EN Home Advisors Why is New Construction the future?
W E B S I T E
Video
A successful short social video consists of three key parts: hook, value, and payoff . 01 The hook grabs attention immediately, often within the first few seconds, with a compelling question or statement that relates to your audience’s problems.
02 03
The value comes next, where you provide helpful information, tips, or insights that showcase your expertise. Finally, the payoff ties it all together, offering a solution or next step that encourages engagement or action.
Tips
WHEN FILMING
Showcase expertise to build trust and credibility. Start with a question or relatable problem to hook the audience. Use humor to connect with your audience. Film with a selfie stick or outdoors using natural light for a more authentic feel. Keep it no more than 1 minute long to maintain attention. Seek regular feedback to improve content. Practice is key. Work with clients for testimonials. WORK WITH LIMELIGHT TO EDIT Use music and branding to keep it engaging and on-brand. Add captions or do a voiceover for clarity, especially with walkthroughs. We’ll add a good thumbnail so you aren’t left with a mid- expression freeze-frame.
LinkedIn At the moment you have 3 LinkedIn profiles, we recommend to consolidate into one personal profile, and to add one business profile for Peter Dokken Home Advisors. Your personal profile will drive the most interaction, the business profile acts as proof that you are a legitimate entity and not an idea from last year. Both profiles should have regular social posting, 10 per month, some of which can be cross posted to your other social platforms. We recommend you to grow your connections and followers. LinkedIn generally allows 100 invitations per week, which amounts to approximately 400 invites per month. However, this number can vary based on your account's activity and the level of personalization in your connection requests. LinkedIn may limit or temporarily restrict accounts if they detect too many unaccepted invites or behavior that seems spammy, so it's crucial to focus on sending personalized, thoughtful invitations.
Recommendations
SHARE STORY + VALUES
HEADLINE OPTIMIZATION
Make sure the headline is more than just a job title. It should reflect the value you bring to your clients, such as: "Helping First-Time Buyers and Sellers Navigate Rochester’s Real Estate Market." "Expert in New Construction and Affordable Homes."
Craft a compelling About section. It should tell your story, focusing on how you help clients and your expertise in areas like first-time home buying and new construction. Include keywords for SEO like “Rochester real estate,” “new construction,” and “first-time buyers.” Make it personal and client-focused: mention your passion for helping people find their dream homes. Use the Featured Section to showcase key content: A link to your website or blog. Videos or case studies of successful home sales. Articles or resources you’ve written about buying/selling homes or the Rochester market. SPRUCE THE FEATURES
PROFILE + BRANDED BANNER
Ensure the profile photo is up to date and professional. We can create a custom banner image that represents your brand—perhaps featuring real estate or iconic Rochester landmarks.
Next Steps Book the kick off call meeting to review the strategies and kickstart the website project. Collate all new info to add to the website, such
as testimonials, key explanations, team members, history, partners, awards etc.
If there are urgent website elements categorized as ‘phase 2’, let us know and we will prepare a quote and discuss further. Start practicing filming yourself to make educational videos, with practice they’ll improve. Thank you!
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