The Smira Group Marketing Plan
Most listings get a set of photos, an MLS entry and a sign in the yard. At Smira Group, every home gets a full editorial campaign — the kind of marketing usually reserved for the very top of the market — planned and directed personally by Michael Smira, founder and creative principal of the Smira Group at John L. Scott.
Here is exactly how we take a home from first conversation to closing.
1. Pricing with precision
Pricing is the most important marketing decision you'll make. We build every price from a hyper-local comparative market analysis — recent sales on your street and in your pocket of the neighborhood, current competition, and how buyers in your price tier actually behave. Homes priced right from day one sell faster and closer to asking; homes that test a high number and grind down tend to sit, and the longer they sit the more they give back. Our job is to find the number that creates momentum.
2. Preparation and presentation
Before anything goes public, we walk the home with you and build a short, practical preparation plan: what to repair, what to leave alone, and where a modest investment in paint, landscaping or staging will return the most. For older and historic homes, we get ahead of the questions buyers will ask about roof, systems and foundation, and we make sure original character and craftsmanship are presented as the assets they are.
3. Professional photography and film
The first showing almost always happens online. Every Smira Group listing is shot by a professional real estate photographer and presented with a cinematic video tour that tells the story of the home — how it lives, how the light moves through it, and what it feels like to arrive. Great homes deserve to be seen at their best, and great presentation is what earns the in-person visit.
4. Editorial marketing
We don't stop at a flyer. Featured homes get story-driven listing pages and custom print pieces — including our neighborhood publication, Living Dunthorpe — that put the home in context: the neighborhood, the architecture, the lifestyle. It is marketing designed to make buyers fall in love before they ever walk through the door.
5. Targeted digital advertising
We put your home in front of qualified buyers where they are actually looking: targeted campaigns across Google, Instagram and Facebook, plus full syndication to the MLS and the major real estate portals. You'll get clear reporting on how your listing is performing — views, engagement and showing activity — so decisions are based on data, not guesswork.
6. The John L. Scott network
As part of John L. Scott, one of the Pacific Northwest's most established brokerages, your home also reaches a large network of brokers and their buyers across the region from the day it goes live.
7. Negotiation and a smooth close
When offers arrive, we help you compare them on what truly matters — net proceeds, terms, contingencies and certainty, not just the headline price — and we negotiate firmly on your behalf. From there we manage inspections, appraisal and paperwork through to closing, with clear communication at every step.
Every home, every price point
Michael has represented sellers across the full spectrum of the Portland-area market since 2012, from condos and first homes to estates above $5 million. The same plan, the same preparation and the same standard of marketing apply to every home we represent.
Start with your home's value
The first step is understanding what your home is worth today. Get your home value, see how a cash offer compares with listing, or contact Michael for a personal, no-obligation consultation.
Michael Smira · Founder & Creative Principal, Smira Group — John L. Scott · (503) 935-2560 · michael@smiragroup.com