RANA HANNA

Marketing plan in real estate industry

LA012295
CONTENTS PAGE PAGE 1
OVERVIEW……………………………………………………………………….PAGE 2
MISSION STATEMENT…………………………………………………………..PAGE 2
VISION STATEMENT…………………………………………………………….PAGE 2
OUR VALUES……………………………………………………………………..PAGE 3
GOALS AND OBJECTIVES……………………………………………………...PAGE 4
KEY PERFORMANCE AREAS…………………………………………………..PAGE 4
STAFF STRUCTURE……………………………………………………………..PAGE 5
PERFORMANCE MANAGEMENT SYSTEM…………………………………..PAGE 6
JOB DESCRIPTIONS…………………………………………………………....PAGE 6-7-8
JOB DESCRIPTIONS CONTINUED……………………………………………PAGE
SWOT ANALYSIS……………………………………………………………….PAGE 8-9
GEOGRAPHICAL & DEMOGRAPHICAL AREA……………………………..PAGE 10
GEOGRAPHICAL & DEMOGRAPHICAL AREA CONTINUED……………..PAGE 11
GEOGRAPHICAL & DEMOGRAPHICAL AREA CONTINUED……………..PAGE 11
COMPETITIOR DETAILS………………………………………………………PAGE 12
PRODUCTS AND SERVICES…………………………………………………...PAGE 13
MARKETING MEDIA MEDIUMS……………………………………………...PAGE 14
MARKETING MEDIA MEDIUMS CONTINUED……………………………..PAGE 15
MARKETING MEDIA MEDUIMS CONTINIED………………………………PAGE 16-17-18-19
OVERVIEW
SUNSHINE Realty uses a variety of techniques to run a successful advertising campaign for
their clients. Through the use of expert marketing strategies and marketing mix, SUNSHIE
Realty will exclusively promote their properties to their target audience.

MISSION STATEMENT

To establish our agency as the preferred real estate company within our market area, by
building relationships within our community, staff and business providers. To provide
systems, tools and services for our staff to enhance their careers and help them achieve the
highest degree of success in their business and personal lives. To make the buying and
selling of real estate as cost effective as possible while maintaining the highest level of
service. To provide accurate and up-to-date information, skilled analysis and sound real
estate advice. To continually explore new ideas and technology, to make the selling and
buying of real estate faster, less costly, and easier.

VISION STATEMENT

The vision of sunshine Realty is to achieve the highest possible standards of the real estate
industry while establishing our agency as the preferred real estate company within our
market area. Sunshine Realty is a full-service real estate sales and management company.
Our objective is to be a profitable leader in property management and residential real
estate. We will serve our customers' needs and will consistently produce and manage
developments of lasting value to the community. We recognise the need to be flexible,
entrepreneurial, and aggressive, both as individuals and as a company. We believe in
teamwork, innovation, professionalism, and long-term decision-making. We Endeavor to
preserve and enhance our reputation for integrity through all our actions.
OUR VALUES

Honesty and Integrity: We always do what is right, fair, and ethical.

Communication: We share appropriate information in an honest and open manner.

Respect: We are considerate of others through the use of appropriate behaviour

.
Teamwork: We encourage and reward teamwork.

Quality: We strive for professional excellence to the highest standards possible consistent
with the goals of the project.

Attitude: We are positive, enthusiastic, and have a vibrant spirit.

Entrepreneurial: We encourage creativity, flexibility, and innovative approaches to our

work.
Leadership/Initiative: We lead by example. Our actions speak louder than words.

Professional Development and Personal Skills: We advance our talents and skills to their
fullest potential (as individuals, as professionals and as managers of others.)

Accountability: We are responsible for our actions and understand their impact on others.

Customer Satisfaction: We strive to exceed the expectations of our customers (internally

and externally) by anticipating, understanding and responding appropriately to their needs.
GOALS AND OBECTIVES

The three-year goals for sunshine Realty are the following:

Achieve break even in the first year.
Expand our client database in the glebe area and surrounding areas.
Establish minimum 99.9% customer satisfaction rate to establish long term relationships
with clients and create a word-of-mouth marketing.

Work to meet investment goals by putting money into a real estate investment trust (REIT).

KEY PERFORMANCE AREAS

APPRAISALS
I will aim for my team to achieve 5 appraisals per week, per team member. With a 25%
growth in the first year and each year after that respectively.

LISTINGS
In the first month / quarter I will aim for 4-8 listings per month with a growth of 50% after 6
months and increasing each month after that.

SALES
In the first month I want to achieve 2 sales with a steady growth each month of 50% or
more to achieve my break even in the first year of business

PROPERTY MANAGEMENTI will aim for 5 management properties each month and continue
to grow my database each and every month achieving my goal of 60 management
properties in my first year.
Staff structure

Rana hanna
Sunshine
realty/director/manage
r/real-estate agent

John sunshine realty

/real estate
partner/real estate
agent

Property manager
Reception’s report to all
report to director and
employers
partner
PERFORMANCE MANAGEMENT SYSTEM

The performance management system that I would use for my agency would be – The Agent
Dynamics Performance Management Program.

The Agency Performance Management Program is a unique performance management

system designed to -

 Increase profitability due to more efficient time management,

 Increase staff retention through greater role satisfaction

 Maximize team performance by having individual team members in their “zone”

 Stop revolving door recruitment practices.

 Develop a superior team culture.

JOB DESCRIPTIONS

The role of Real Estate Agents is as follows –

- Deciding the method of sale, costs and inspection times with the property owner or

seller.

- Analyzing market pricing and trends and recommending a reserve or minimum

selling price.

- Organizing the listing and advertising of properties for sale.

- Meeting with buyers to understand their requirements in a property.

- Locating and inspecting appropriate properties for purchase.

- Providing advice on conditions of sale.

- Conducting auctions, open houses or property inspections.

- Hold a current Certificate IV in Property Services (Real Estate)

- Hold a current Certificate of registration and vehicle

- Possess strong listing and negotiation skills

- Have strong work ethic, time management and organization skills

- Possess a high standard of customer service and enjoy working within a team

environment

- Have extensive experience in using Outlook and Microsoft Office

The job description for the property manager is as follows -

Duties include, but not limited to:

- Administration support to Property Management team

- Typing Tenancy & Property Management Agreements

- Co-ordinating Maintenance

- Arrears Management

- Application processing & reference checking

- Tenant sign ups

- Routine inspection letters and other correspondence

Skills and Experience:

- Currently working in Property Management – Min 12 months’ experience as a PM

Assistant or similar role (essential)

- Knowledge of Property Management Legislation Residential Tenancies Act

- Excellent time management, great communication & negotiation skills

- Excellent attention to detail and accuracy

- A sound working knowledge of REST Professional

- Reliable car and hold current driver's license

Well-developed computer skills including REST, MS Word & Excel. Knowledge of File smart,
REI - Forms, and Inspection Manager also an advantage but not essential
The job description for the receptionist is as follows –

- Answer and route incoming calls and provide general assistance to clients or

customers.

- Assist employers with incoming and outgoing mail, faxes, emails and other

communications.

- Strong oral and written communication, customer service and listening skills are

necessary.

- Additionally, must have organizational skills and familiarity with office technology,

such as Microsoft Office, billing, bookkeeping and database software.

SWOT ANALYSIS

STRENGTHS

- Quick response

- Plenty of time for good customer service

- Strong reputation in the market for the existing agents

- Able to change direction quickly

- Well educated about the property market

WEAKNESSESS

- No market presence – innovate and be creative in advertising the company to make

its presence
 - Vulnerable to staff turnover – screen well during interview process and provide an

enjoyable environment for the staff

- Unreliable cash flow – seek advice from experienced business achievers in this industry

OPPORTUNITIES

- Expanding sector with many opportunities for success

- Local government wants to work with local businesses

- Competitors slow to adapt to new technologies

THREATS

- Will technology change beyond our ability to adapt? – have the staff equipped with

the best technology and training available

Vulnerable to large competitor action – don’t be reactive, be proactive

 GEOGRAPHICAL & DEMOGRAPHICAL AREA

Geographical- Glebe is located three kilometres south-west of the CBD a short 12- minute drive
to the city centre, or 25-minute commute using public transport. The median house price is $2,030,000
and the median unit price is $994,000.
Glebe is an inner-western suburb of Sydney. Glebe is located 3 kilometres (1.9 mi) southwest of the
Sydney central business district and is part of the local government area of the City of Sydney, in the
Inner West region.
-Glebe residents are spoiled for choice when it comes to parklands – including the paved foreshore
walk with views of the Anzac Bridge – with 90% of residents living within close proximity to a park,
and 92% of residents have education facilities nearby

* Demographics
A little bit about who lives locally, as provided by government census data.
- POPULATION: 11,537
- AVERAGE AGE: 20 to 39
-Occupancy: OWNER: 37% -----RENTER: 63%
-Household:
FAMILY: %28 SINGLE: 72%
Households in Glebe are primarily childless couples and are likely to be repaying over $4000 per month on
mortgage repayments. In general, people in Glebe work in a professional occupation. In 2011, 34.9% of
the homes in Glebe were owner-occupied compared with 34.8% in 2016.
-There have been 91 Houses sold in Glebe in the past 12 months with a median sale price of $1.5M, up -
14.21% annually. It takes on average 62 days to sell with vendor discounting of -6.39%.
-A steady increase in median property prices over a five-year period in the suburb translates to a 1.9%
capital gain.. It also delivered a stronger performance in contrast to other Australian suburbs in terms
of appreciation of property value.Investors saw the median home price rise to $1,582,500
The augmented property values in the suburb are trailing behind the territorial average of 0.59% in
2016.On the other hand, based on current median home prices for the suburb, Real estate investors
could earn a rental income of $950.Home owners selling their properties and realtors in GLEBE usually
have to wait an average of 62.8 days days before their assets are lifted off the market..The NSW suburb
ranks 868th on the list of best yielding suburbs for rental properties in NSW, posting a 3.12% return..It
also places places 736th in Australia based on median property value growth during the quarte
In order to achieve my projected income I would need to do a lot of prospecting including but not
limited to –

• Telemarketing

• Letterbox drops

• Open inspections

• Personal referral

• Past clients

• Investor database

• Office leads

• Client referral

• Buyer enquiry

• Property Management
 COMPETITOR DETAIL

-Ccompetition in glebe area for my business are :

- grown group real estate

-laing and simons real estate
- first national real estate
- Belle property glebe
-ray white real estate
-Pope Nitschke
-Century 21
-Elders
-Sexton / Glover / Watts
-The above businesses in glebe have been operating for many years. They all have different fee
structures when it comes to marketing etc… belle real estate would dominate in this field as they feel
that the more you spend the more likely your house will not sit on the market for too long. Where as the
rest of them don’t exactly push you to spend $$ on marketing so it really shows that you get what you
pay for in this aspect. belle real estet are the dominating estate agents in this suburb. Their market
share would be at least 20% with the others fetching 5% respectively.
- When it comes to Property Management Fees they all have the same structure at 7% and sales
commissions at 2.5% some lower the commission to 1.5% depending on the property size, cost, and
competition with appraisals etc….I would not think they would consider more competition a threat. If
anything they would praise more competition. It brings out the competitive edge in some wanting to
better their performance levels and sales.
PRODUCTS AND SERVICES

We have a truly integrated approach in helping our clients achieve their business goals. Our

Real Estate team does not set any rigid formulas across our business.

How do our solutions work?

Our leading market position helps us to develop broad policy coverage and obtain competitive

insurance solutions.

Our areas of expertise and products include:

iReal Estate: This sophisticated online tool is an example of the way we can support you with

time-saving technology linked to your own management systems. iReal Estate provides a real-

time view of your property structure and the allocation of your insurance costs spread across

tenancies.

Residential Real Estate: We possess outstanding knowledge and experience in managing

residential property insurance portfolios. We review your property portfolio and claims

history and make recommendations on restructuring the insurance placement. Our team

provides informed proposals on risk management with options for improving premiums and

minimizing the inconvenience of claims. However, we can just provide the cover you require

at the most competitive price. This flexible approach extends to our claims operation team,

who work alongside our broking specialists to offer an end-to-end service independent of

insurers.
Risk Management: We recognize the need to assist our clients in managing your business

risks. This is achieved by combining advice, surveys, audits, training and systems designed to

meet the specific needs of each client. We assist clients with strategies to protect their assets

and continuity of rental income.

MARKETING MEDIA MEDUIMS

Professional Photography

Our Professional Real Estate Photographers will visit the property and take a series of internal

and external photos highlighting the best features of the property. A great set of photography

really does tell a great story.

Street Signage

A large and prominent Photo sign is erected at the property. The sign incorporates colour

photographs and property details and always generates lots of enquires. A simple yet effective

method of letting people knows that your home is on the market.

Website Placement

Exposure of your property on the web is vial and extremely valuable in today’s market. We
have developed our very own website to showcase not only our office but also the
properties

which we have for sale. We have taken care to ensure that each and every property is

presented at its very best.

There are also a myriad of other Real Estate sites available. Not all sites are equal and some

are definitely superior on their exposure and recognition. In order to gain maximum exposure

for our properties, we have researched and selected what we believe to be the very best

websites available and have chosen to work with the sites which we believe will generate the

most leads. We have all our properties featured on the following well-known websites:
• Realestate.com.au

• Domain.com.au

Floor Plan Imaging

Just as photographs are invaluable, more and more buyers are looking for specific

details/information such as Floor Plans. These plans are especially valuable on a Web Site

Listing, as buyers can better visualize layout and proximity of spaces before viewing the

property. We regularly incorporate Floor Plans into our Listings as a strategy that is

increasingly paying dividends. We can organize plans that utilize either line drawings or

graphics depending on what our Sellers feel is best for their particular property.

Window Display

A Window Card featuring colour photographs and written information about the property is

placed in our eye catching Window Display. Our Window Display is meticulously maintained

to ensure it is current, accurate and interesting.

Newspaper Advertising

When buyers are looking for property in the local area, some people still prefer to embrace
more traditional forms of advertising in their search for the “right one” and they look to the
local Paper for information specific to this area. Each week we place a full page of
Advertising Copy in the Local Newspaper, which is published weekly and delivered free to
each household in the local community. Our Color Pictorial Advertisements in the Real
Estate Lift Out highlight each of our properties and are another tried and tested avenue for
generating enquiry.

Open For Inspections

“Open Homes” are regularly held at the property and, crucially, each potential buyer is

subsequently followed up in a timely manner. These conversations result in candid feedback

and give our Sales Team an opportunity to help buyers refine their decision making process,

and in many instances make decisions. The feedback is also useful for our Sellers who can

interpret comments and make their own decisions as well.

Client Database

Each of our Sales Team maintains a Database of potential and qualified Buyers that they are

working with as well as clients they have kept in contact with from past associations. When a

new property is listed, they are very proactive in contacting these individuals to alert them to

a listing, which may suit their requirements.

RENTAL MARKETING PLAN BUDGETS FOR LANDLORDS

Marketing your property

When leasing your property you have options of how you would like to market your
property.
You have the choice of leasing with a marketing and advertising budget or without.

Without Marketing

It is possible to lease your property quietly, without advertising or promotion, if we have the
right tenant in the right price range in our database. Most properties attract the majority of
interest in the first 21 days of promotion. Failure to expose your property in this time frame
may hinder the leasing process and the chances of attracting the best quality tenant at the
highest possible rent.

With Marketing

Leasing your property with a well planned marketing program ensures your property
receives maximum exposure, and ultimately attract the best quality tenant at the highest
price.
There are several marketing options available:
• Signboards • Press Advertising • Online Advertising
• Window Displays • Open For Inspections • Quality Photography
Your agent will give your property a thorough, memorable exposure over the allocated
period, reaching as many people as possible.
We will develop a marketing plan best suited to your property and your needs.
Progress Reports

As part of the marketing of your property you will be regularly informed of the progress
being made. Your agent is committed to ensure an expedient lease.
At all times this feedback will be honest and balanced. Regular progress reports help you
work with your agent to make the right decision for your property for Inspection.

Cost

Ultimately it is up to you. You can choose the least expensive budget friendly cost of $250
without all the marketing and what is involved in doing so;
Or you can choose to market the rental with an all inclusive marketing budget until the
property is leased at a cost of $750

MARKETING BRANDING

1. Identify your Target Client

Who are you selling to/for? Have a person in mind when you develop your brand. Do you
primarily deal with first time home buyers or families of 5 who are looking for a
bigger/smaller house? Each will have different needs and selling points. Knowing your target
client will help you anticipate their needs and market yourself in a way where your clients
will be drawn to you.

2. Get Personal
Appeal to the emotional side of people. You may have all the logical reasons why someone
should go with you, but let’s face it, trust and commitment are based on how a person feels
more than what is in their head. “Let me help you find a place to call home” is way more
effective than “I get the job done.”
When showing homes in person or through video, people are drawn to how the house could
work for them – is it a place they can make into a home and build memories in? Think about
the reasons why your clients would want to buy or sell a house and market that to them.
Share your personal experience, be real and open and you will build a connection with your
clients.

3. Values and Beliefs are Key

What you value and believe in life will come out in your brand. Your reputation is big part of
this. Things like integrity, consistency, and honesty really do stand out. Are you someone to
be trusted? That is the basic question everyone asks before they hire someone. Clients want
to know you will be responsible with their time and money. That is why they do research on
you to see what others’ experiences are. They look up reviews, testimonials, and ask
around. – your actions speak louder than words. Its takes moments to kill your reputation
and months even years to build it up. There are no shortcuts to success.
4. Become an Expert
Knowledge about the market, how to navigate certain real estate problems and situations
takes years of experience. Until then, read up. Take those classes, do your research, ask for
advice – the only person holding you back is you. Getting clients is tough on new agents –
this is where the “wow” factor comes in. Clients want to know you know what you are
doing. Reassure them with what you know – pull out all the stops. Client testimonials are a
huge help here. Do the extra work of gaining knowledge – it will only pay off in the end.

5. You are Special

What makes you unique? You offer these specific skill sets and that is why home buyers and
sellers should pick you. Even if you don’t have an “only” quality, you still have a lot to offer a
client. Highlight your good side. If you have sold a number of homes tally up that number
and give a shout out to the number of clients you have successfully helped. Whatever it is,
don’t be shy about it.

6. Create a Catchy Slogan

When offering real estate solutions to clients the key is to present a united front. Having a
consistent theme throughout all of your branding will create a sense of completeness and
will communicate to clients that you know what you are doing. You’ve put a lot of thought
into your presentation and it looks good. Create a slogan and stick to it – it will catch on if
you use it in enough places. Remembering can be an interested thing – the human brain
remembers information better when 2 things are associated. Compared to an agent with
equal talent and opportunity, the one with the catchy slogan stands out.

7. Personal Logo

It doesn’t have to be fancy or complex. Once you find a logo that fits you, use it
EVERYWHERE. If you thought a catchy slogan was good, pairing it with an eye-drawing logo
will make it that much more powerful. People are visual. If I had to pick between a slogan
and a logo, I’d go with the logo. “The human brain processes visuals 60,000 times faster
than text and 90 percent of the information transmitted to the brain is visual.” Words and a
picture? Dynamite. Let people see you. Research shows that customers are drawn to a
product when it features an actual person in the ad. Clients want someone they can relate
to.

8. Marketing Plan
“You will send out an email every Wednesday at 2pm” = part of a marketing plan. Your
plan should include 3 things:

1. Social media – it’s a powerful tool that is FREE. Perfect place to get personal, be seen and
connect. Try out Facebook and Twitter ads – total game changer. Check out this Real Estate
Marketing How To for some strategy. Have a plan for what and how much to post on your
social media accounts.
.2- Email marketing schedule
You will have leads and clients you’ve already helped. Stay connected through an email
marketing campaign. Creating content to mail weekly &/or monthly like a newsletter, blog
post, and general market updates is a great idea to stay on the radar. The key here is to
send out relevant information. You DO NOT want them to put you in the spam folder. Keep
leads and clients interested with content that is engaging and worth their time.
3. Direct mail:
With the rise in internet communication, direct mail can be quite effective. Sending a little
something in the mail guarantees that their eyes are going to at least see your marketing
materials. A little flyer about your services, a monthly mailer with relevant updates, and
little holiday goodies make a big impact.
The most successful real estate agents and REALTORS have a marketing plan and they stick
to it. Usually it’s a combination of all those 3 things and can include any number of other
methods. Marketing is all about getting yourself out there and SEEN by your target client
base. Investing in business cards, quality head shots and printing materials is ALWAYS good
investment .