COROLLA / DUCKKITTY HAWK / KILL DEVIL HILLS
SALVO / AVON
SUPERIOR SERVICE, EXCELLENT RESULTS – SINCE 1980.
Marketing & Advertis ingOVERVIEW
USING EXPERIENCE & INNOVATION TO EFFECTIVELY MARKET YOUR VACATION HOME
At Sun Realty, we invest a significant portion of our annual budget in conceptualizingand producing targeted and effective marketing strategies. We stay abreast of local andnational marketing trends, as well as work with leading consultants and vendors in themarketing industry. We consistently monitor data from our various marketing channels todetermine which methods provide the greatest return on investment; subsequently yieldingthe best possible results for you as a homeowner.
Our approach to marketing is based on both experience and innovation. We’veaccumulated nearly three decades worth of knowledge about how to effectively market andmanage vacation homes. However, we are never stagnated by “this is the way we’ve alwaysdone it” thinking. Sun is a consistent leader in web marketing strategies and we are alwaysamenable to new or more effective ways of doing business.
Our media plan covers a broad range of advertising approaches; from web, to print, to e-marketing and beyond. Collectively, these various marketing channels positively promotethe Sun Realty brand and reflect an integrated marketing message to our guests.
Here are some of the many marketing strategies we use to promote your vacation home…
SUN REALTYMarketing & Advertis ing
1
INTERNETMarketing & Advertis ing
Search Engine Optimization – Search Engine Optimization, or SEO, is an integral aspect of modern webmarketing. It is the process of enhancing the volume and quality of traffic to our website through popular search engines,such as Google, Yahoo and MSN. The process of optimization is complex and dynamic; strategies are always changingand it is our responsibility to stay ahead of the curve. We spend a significant amount of time and resources to ensure thatSun Realty’s website performs well in natural, or organic, search engine results.
An everyday example is a helpful way to demonstrate the significant role of SEO: When searching online for avacation rental, many potential guests will likely go to Google and type in common search terms such as “Outer Banksvacation rental” or “Nags Head rentals.” Google lists results based on websites’ relevancy to the search terms that weretyped in. Our goal is to rank as high as possible in organic search engine results for key terms and phrases. The higherwe rank in organic search results, the more likely potential guests are to click through to our website. Interestingly, onlinevisitors often equate high organic rankings to a business’ credibility and reputation, so this is yet another reason toemphasize SEO.
Sun Realty consistently performs extremely well in organic search rankings. This results in high traffic to ourwebsite, and subsequently, greater exposure for your rental home.
Pay Per Click Advertising (PPC) – Pay Per Click, or PPC, is a form of paid online advertising. Whena potential guest “Googles” keywords or phrases relating to Outer Banks vacation rentals, the search results will includeSponsored Links above and to the right of the organic listings. Sun and other companies pay for the placement of theseads (unlike organic listings which are based solely on the relevancy, quality and content of the website).
PPC ads are an excellent companion to high organic rankings. Sun uses leading technology to analyze which keywordsand phrases result in the highest conversion levels. Throughout the year, Sun bids on keywords and placements thatresult in a high return on investment.
Note the difference in placement between Organic (unpaid) and Pay Per Click (paid) spots in Google search results.
{
}Pay Per Click Results
(Paid Spots)
Pay Per Click Results(Paid Spots){Organic / Natural
Search Results
Email Marketing Campaigns (E-Marketing) – The emergence of new technology has made e-marketing a key component of our advertising strategy. It’s an extremely effective and cost-efficient tool for our MarketingDepartment. Email campaigns are designed to drive traffic to our website and encourage calls to our toll-free lines.
We have two extensive databases of email addresses to draw from:Opt-In Recipients – These individuals have signed up to receive monthly emails from Sun with special offers, updates and incentives.
Past Guests – We periodically reach out to past guests with special offers and booking incentives. Repeat guests are highly valued bySun and we make every effort to keep in touch with them.
3rd Party Websites – Sun advertises on top national travel websites as well as local Outer Banks sites. Wecontinually monitor the performance of ads on 3rd party sites to determine which offer the best return on investment. Thepurpose of 3rd party advertising is to drive even more traffic to our website.
Social Media – The newest area of web marketing. Social networkingsites such as MySpace, Facebook, YouTube and Twitter have exploded ontothe scene and other forms of “new media” are rapidly emerging. Social mediaallows Sun Realty to interactively communicate with guests and potentialguests on a conversational level. It is a cost-effective way to promote the Sunbrand in real time. You may hear it referred to as “viral marketing” because,like a virus, online word-of-mouth about a product or service travels quicklyand spreads widely.
Sun Realty enthusiastically delves into social networking andwill continue to stay current as the medium expands. Tech savvy guestslook for companies, like Sun Realty, that provide them with opportunities forsocial networking.
INTERNETMarketing & Advertis ing cont.
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Sun Realty’s MySpace page
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Website – Our website, www.SunRealtyNC.com,is integral to the ongoing success of Sun Realty.Potential guests can easily search for homes basedon their specific criteria, check availability, view photosand virtual tours, access interactive maps, and ofcourse, make a reservation. The site also offers anabundance of information about Outer Banks towns,activities, restaurants, shopping and attractions. Our goal is to makeSunRealtyNC.com a one-stop resource for planning an Outer Banks vacation.
Web marketing strategies, such as SEO, PPC, social networking and e-marketing are all designed to push trafficto our website. Once potential guests visits our site, we can track how often they return, how long they stay on our site,how many pages they view and other quantitative data. We regularly evaluate the performance of individual web pages,as well as the overall site, to fine tune our approach. Maintaining and monitoring the site is an ongoing project.
We are excited to announce that a total website redesign is in the works! Although our current site is user-friendlyand competitive, our new site will incorporate advanced features, interactivity and new content. Guests will be able toupload their vacation photos, post comments, participate in our blog and more!
You, as a Sun Realty homeowner, will be able to preview the new website before it goes live to the public. Your inputis important to us. We’ll keep you updated as we develop a firm launch timeline.
NEW & IMPROVED WEB SITE
LAUNCHING 2009
NEW & IMPROVED WEB SITE
LAUNCHING 2009
NEW & IMPROVED WEB SITE
LAUNCHING 2009
NEW & IMPROVED WEB SITE
LAUNCHING 2009
NEW & IMPROVED WEB SITE
LAUNCHING 2009
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In the past, print advertising was the primary avenue for advertising. Today, the prominence and efficacy of webmarketing has made print advertising less significant in our overall media plan. However, we still see the value of printadvertising and we ensure that Sun Realty has a strong national, regional and local print presence.
Print advertising includes magazines, newspapers, inserts and guide books.
Examples of Print AdvertisingCoastal Living
Oprah Magazine
The Knot (premier wedding magazine)
Better Homes & Gardens
AAA World Magazine
Southern Living Magazine
Kiteworld (premier kiteboarding magazine)
NC Travel Guide
Washington Post
Hampton Roads Magazine
Richmond Times Dispatch
Raleigh News & Observer
Virginian Pilot
Outer Banks Travel Guide
Outer Banks Rental & Accommodations Guide
Outer Banks Bride
Outer Banks Pampered Pets Guide
Sunny Day Guide
Press releases in local and regional newspapers
PRINTMarketing & Advertis ing
1-888-853-7770 • www.SunRealtyNC.com
Oceanfront to soundfront, pools topet-friendly, large homes to condos, find it here.
WIND, WATER& THE LARGEST SELECTIONOF OUTER BANKS BEACH VACATION HOMES!
WIND, WATER& THE LARGEST SELECTIONOF OUTER BANKS BEACH VACATION HOMES!
1-888-853-7756SunRealtyNC.com
Find the perfect setting for your special day!From elegant weddings and festive receptionsto cozy honeymoons, Let us help arrange
an unforgettable occasion.
www.Deb
orah
SawyerPho
tograp
hy.com
Your PerfectOUTER BANKSVACATION
Starts Here!
Your PerfectOUTER BANKSVACATION
Starts Here!
COROLLA • DUCK • KITTY HAWK • KILL DEVIL HILLSNAGS HEAD • SOUTH NAGS HEAD • SALVO • AVON
The largest selection andvariety of vacation rentalhomes on the Outer Banks.www.SunRealtyNC.com1-888-853-7768
1-252-441-4263 • 1-888-853-4711
The largest vacation rental company on the Outer Banks.
Offering vacation and long term rentals.
7 locationscovering the entire
Outer Banks.
Experienced andknowledgeable
sales agents.
RENTALS
www.SunRealtyNC.com
SALES
www.SunRealtyOBX.com
VACATION FOR A WEEKVACATION FOR A LIFETIME
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Rental Brochure – Some rental companies on the Outer Banks are moving away from this classic tool; however,Sun Realty still sees the value of an annual printed catalogue. It’s true that most vacationers now make reservations online;however, we know that the rental book still plays a role in their decision making process.
In the past, the rental brochure was the leading way for vacationers to select their rental home. Now, gueststend to use the rental book as a first step in the process. At family gatherings, they often pass the book around and circletheir favorites. On the drive home from the Outer Banks, vacationers will often get a jump on their search for next summerby browsing through the catalogue. From there, vacationers most often go to our website to check availability and maketheir reservations. They also call our toll-free lines, which are staffed 7 days a week by our highly trained Vacation Specialists.
Many guests tell us that receiving the rental book in the mail is similar to a kid getting the Toys R Us catalogue.As long as our guests use the rental brochure, we’ll continue to produce it. It is a classic symbol of an Outer Banks vacation.
2009 Vacation Planner – Sun Realty has developed an innovative marketing tool for 2009! We’ve puttogether a 21 page Vacation Planner that walks potential guests through each step of the vacation planning process.For those who are unfamiliar with the Outer Banks or those who have never rented a vacation home before, planningan Outer Banks vacation can be daunting. Our 2009 Vacation Planner breaks the process down into manageable andeasily understandable segments.
We are excited to distribute our 2009 Vacation Planner to an extensive list of leads. It is also available on ourwebsite in PDF format. .
www.SunRealtyNC.com • 1-888-853-7757
COROLLA • DUCK • KITTY HAWK • KILL DEVIL HILLSNAGS HEAD • SOUTH NAGS HEAD • SALVO • AVON
PLANNER
CREATE YOUR OWN VACATION EXPERIENCE!
2009
www.SunRealtyNC.com • 1-800-334-4745COROLLA • DUCK • KITTY HAWK • KILL DEVIL HILLS • NAGS HEAD • SOUTH NAGS HEAD • SALVO • AVON
2009RENTAL HOME GUIDE
2009 Rental Catalogue
2009 Vacation Planner
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Billboards – Billboards are a fun way to encourage brand recognition as vacationers enter and exit the Outer Banks.We have several prominent billboards along Highway 158 and US 64.
Community Sponsorships – Sun Realty is proud to play an active role in the Outer Banks community. Beinga locally owned and operated company, Sun Realty has a special interest in supporting area nonprofits and communityevents. Not only is this a positive way to give back to the community, it’s also a great way to promote the Sun Realty brand.Local residents and area businesses are excellent referral sources.
Visible Rental Signs & Check-In Offices – Guests often tell us that they decided to rent from Sun Realtybecause our signs and offices are everywhere! Our check-in offices span the coast from Corolla to Hatteras and our visibleblue and yellow rental signs stand out from the crowd.
This is just a sampling of the many marketing strategies employed by Sun Realty. We have a professionalMarketing Department, as well as vendors and consultants, who are working for you and your vacationhome. Sun Realty is proud to represent and promote your vacation property. Please let us know if youhave questions regarding the marketing and advertising of your home.
COMMUNITYMarketing & Advertis ing
Corolla / 252-453-8822 • Duck / 252-261-7911Kitty Hawk / 252-261-1152 • Kill Devil Hills / 252-441-7033
Salvo / 252-987-2766 • Avon / 252-995-5865Central Reservations: 800-334-4745
www.SunRealtyNC.com
We do business in accordance with Federal and State Fair Housing Laws and do not discriminateon the basis of Race, Color, Religion, National Origin, Sex, Familial Status or Handicap.
to theBEACH!
Your Perfect OUTER BANKS LIFESTYLE Starts Here!www.SunRealtyNC.com
Billboard on Highway 168 in Sligo, NCRental Sign
