Strategic Plan · Ownership Dashboard
Defending #1 — & Extending It
Market-share growth strategy for RE/MAX Bentley's — built on live MLS PIN, Google Ads & Analytics data.
Data pulled May 22, 2026
The position today
Live MLS data confirms it: RE/MAX Bentley's is the #1 brokerage in Greater Newburyport by sales volume. The lead is real — and, for the first time, genuinely contested.
14.8%
GN volume share — #1
$96.9M closed, 12 mo.
~3 pts
Margin over #2 & #3
KW 12.2% · Realty ONE 12.1%
3%
Share in "& beyond" towns
394 sales/yr, wide open
0
Lead database
The under-worked asset
A narrow crown and an open frontier
Bentley's leads on dollar volume — but by listing count it's a three-way photo finish (KW 12.2%, Bentley's 11.3%, Realty ONE 9.0%). And in the four surrounding “& beyond” towns, Bentley's holds just 3%. The opportunity is two-sided: widen a narrowing lead at home, and plant the flag where the brand barely registers.
The five-pillar battle plan
01
Defend the crown
Realty ONE Group NEST is #2 in the city and rising; Keller Williams out-lists Bentley's on count. Lock down Newburyport and the six-town core with reviews, content and listing-side dominance.
02
Win & beyond
Ipswich, Georgetown, Groveland and Merrimac are 394 sales/yr where Bentley's holds 3%. Named town specialists, farming and local content turn 3% into double digits.
03
Rebuild the ad engine
The internal Google Ads account is a single Smart Campaign leaking 43% of spend into the Display network. Restructure it, fix tracking, and hold Ylopo to cost-per-closing.
04
Activate the 76K database
The highest-ROI asset in the building is sitting idle. Segment, score and reactivate it in Follow Up Boss — database contacts convert ~10x better than cold leads.
05
Press the owned-media advantage
Facebook already out-drives every other traffic source, ownership owns newburyport.com, and the site is being rebuilt as one property. Turn all three into a compounding content-and-lead system.
The prize
Widening the GN lead toward 18%+, lifting "& beyond" share from 3% to ~8%, plus database-driven repeat business is a realistic +60–100 transactions a year — roughly $1.3M–$2.2M in additional gross commission, much of it from owned assets.
RE/MAX Bentley's — Greater Newburyport Market-Share Strategy · Confidential · MLS PIN (Bridge API) · Google Ads & GA4 exports · May 22, 2026