Property Development Marketing Plan [Sample Template]

Do you want to boost your property development company’s revenue? If YES, here is a sample property development marketing plan template + killer marketing ideas and strategies to attract/retain high networth clients.

Okay, so we have considered all the requirements for starting a property development company. We also took it further by providing an in-depth sample property development business plan template. In this article, we will be analyzing and drafting a sample property development marketing plan template backed up by actionable guerrilla marketing ideas for property development companies. So put on your marketing hat and let’s proceed.

A Sample Property Development Marketing Plan Template

1. Our Present Business Situation

Solorio’s® Property Development Company is a property development company that will be based in 530 Madison Avenue New York, NY 10033, USA.

Our property development company which is a self-administered and a self-managed real estate investment trust (REIT) is duly registered under the law of the united states of America, and we have all the required license to fully operate as a property development company in the United States of America.

Our Head Office will be located in New York City, but we will have our branch offices in major cities in all regions of the United States of America. During the first two years of operation we would have set up our offices in the following locations; Las Vegas, Washington, DC, Dallas, Texas and Boston.

Solorio’s® Property Development Company is going to be a self-administered and a self-managed real estate investment trust (REIT). We will work towards becoming one of the largest owners, managers, and developers of first-class properties (accommodations, public buildings and office properties) in the United States of America.

As part of our plans to make our customers our number one priority and to become the leading property development company in New York City, we have perfected plans to work with our clients to deliver projects that can favorably compete with the best in the industry, at an affordable and reasonable price within the stipulated completion date barring any unforeseen circumstance and also to generate great value from any property that we manage (both for our clients and for the company).

Solorio’s® Property Development Company will become a specialist in turning slums into beautiful cities and turning a run –down and dilapidated building into a master piece. And that hopefully will be our brand and signature.

2. Our Product and Services

Solorio’s® Property Development Company will be involved in the core real estate business and because we aspire to become one of the leading property development company in New York City, we have decided to explore every available means of generating money from Property Development. Our business offering can are listed below;

• Developing Properties for our Clients
• Leasing of Properties
• Renting of Properties
• Selling of Fully Furnished Properties
• Selling of Landed Properties
• Leasing of Bare Land
• Manage Properties and Facility for Clients
• Property Makeover Services
• Real Estate Consultancy and Advisory Services

3. Our Mission and Vision Statement

To deliver affordable and quality properties to all classes of people in the United States of America.

At Solorio’s® Property Development Company, our mission and values is to help people and businesses in the United States of America and throughout the world realize their dreams of owning properties.

Our Market Goals

Our goal as a property development company is to deliver quality and affordable properties and also to make profit. The truth is that we are in the property business to make money and we are quite aware that the property development business requires huge capital base which is why we will make sure we get good returns on our investment.

We have critically studied the property market and we have examined our chances in the industry and we have been able to come up with the following sales forecast. The sales projection is based on information gathered on the field and some assumptions;

• Build / develop at least 2 office complex (3 story building each) within the first 12 months of operation
• Manage a minimum of 5 properties for clients within the first 6 months of operations
• Sell a minimum of 20 hectares of land within the first 12 months of operation
• Develop at least one estate within the first 24 months of operations
• Provide advisory and consultancy services for a minimum of 1 client per month
• Handle a minimum of 12 building makeover projects within the first 12 months of operations

What we aim to achieve from our market efforts are as follows:

• To be listed among the top 5 property development company in the United States of America (within a 10 years benchmark)
• To become the number one choice when it comes to property development company in the United States of America
• We want to build a self – sustaining property development business that will contribute to the growth of the economy of the United States of America.

4. Our Marketing Budget

We are quite aware that the property development business is indeed a capital intensive business hence we have been able to raise the required start – up capital before officially launching the business. Part of the start – up capital has been assigned for the purpose of marketing and promoting our business. Our marketing budget for the first year of operation is 50,000 US Dollars and we already have the money set aside for that purpose.

Going forward, we will budget between 5 percent and 15 percent of our annual income towards marketing and promoting of property development business in the United States of America and also in the international market in order to attract international property investors.

5. MARKET ANALYSIS

• Property Development Industry Overview

Beyond every reasonable doubt, one of the most profitable, creative and interesting aspect of the real estate industry is property development. As a matter of fact, developers are major players when it comes to determining the prices of properties. Although this type of business venture can be risky, but in order to make it big in the trade as a property developer, you have got to just take calculated risks.

One of the major risks in property development is a sudden down turn in the economy. Property development could take a period of two to three years from conception to completion, depending on the size of the project and the cash flow.

As a matter of fact, some projects could even take much longer than that. Because of the time frame involved in developing properties from start to finish, loads of unanticipated things could crop up and it falls in the thick of property cum economy downturn which is not good for the business considering the investment that has gone into the project.

Another factor that is of major concerns and a threat to property development business generally could be cost increase as a result of inflation, currency devaluation as well as economic challenges. Unforeseen delays from the part of government agencies, litigation and also delays from contractors could lead to substantial cost increase especially if the project is heavily dependent on bank loans. If perhaps during this period there is a change in the supply and demand dynamics of the property sector, the project could as well be affected negatively.

As a property developer, it is very important to be creative, to be able to use your ideas to meet the rapidly changing needs of the society when it comes to properties; you should be able to convert a slum into a beautiful city, if indeed you want to become a major player in the real estate industry.

6. Our Target Market

Our target market cuts across people of different class and people from all walks of life. We are coming into the industry with a business concept that will enable us weak with the highly placed people in the country and at the same with the lowly placed people who are only interested in putting a roof under their head. We are in business to make profits at the same we in business to give our customers the opportunities to own their own properties at an affordable price.

Our Property Development Company wants to be known as a company that has the interest of the rich, the middle class and the poor in the United States of America. Below is a list of the people and organizations that we have specifically design our products and services for;

• Families who are interested in renting / leasing or acquiring a property
• Corporate organizations who are interested in renting / leasing or acquiring their own property / properties
• Land Owners
• Properties Owners
• University Campuses (Private Hostels)
• Foreign investors who are interested in owning properties in the United States of America
• The government of the United States of America (Government contracts)
• Managers of public facilities

7. SWOT Analysis

Prior to setting up Solorio’s® Property Development Company we employed the services of tested and trusted business and HR consultants to help us conduct critical SWOT analysis for us.

We did this so as to know how to maximize our strength and opportunities and also to look for ways to properly manage our weakness and the threat that we may likely face in the property development industry as a newbie. Here is a summary from the result of the SWOT analysis that was conducted on behalf of Solorio’s® Property Development Company;

• Strength:

Solorio’s® Property Development Company prides itself in the fact that the management team are core professionals and experts in their own chosen fields and they are some of the best in New York City. Despite the fact that we a new property development company, we can confidently say that we have a strong financial strength to handle most of the deals that we will have to handle.

• Weakness:

Our weakness could not be farfetched; we are a new property development company, and there is the possibility of clients to think twice before awarding us contracts. Most people would prefer to deal with companies that have been in existence for a long period of time , as against dealing with a new company that they are not sure will deliver as planned.

• Opportunities

Our business concepts and our mission and vision put us at an advantage in the industry. We are set to not only work with big money bags but also to work with smaller clients whose wish is just to have a roof over their head. Furthermore, we are certain that the location of our business is going to bring multiple business opportunities to us.

• Threat

Some of the threats that we are likely going to face as a property development company are unfavorable government policies, global economic downturn and other big money bags that are major players in the property development industry. There is hardly anything we could do as it concerns this threats, other than to be optimistic that things will continue to work for our good.

competitive advantage

There are major players who have gotten a grip of the property development business in New York, but that does not deter us from entering the trade to build our business to become one of the top property development businesses in New York City. Solorio’s® Property Development Company has a management team members that are considered experts in their own chosen area of specialization.

Our CEO has a robust experience in the real estate industry and he is bringing the experience to help build Solorio’s® Property Development Company to become a top brand as far as property development business is concern. Of course, we are a new company, but we have been able to build our capital base to be able to handle most of the projects that we will bid for and also to acquire properties for the organization.

8. SALES AND MARKETING STRATEGY

Solorio’s® Property Development Company is aware that there are stiffer competition in the property development market in the United States of America, hence we have been able to hire some of the best business developer to handle our sales and marketing.

Sources of Income

Solorio’s® Property Development Company is established with the aim of maximizing the profits in the real estate industry via delivering quality and affordable property to our highly esteemed clients. The property business is wide in scope and there are several means of generating income for the company. Below are the sources we intend exploring to generate income for Solorio’s® Property Development Company;

• Developing Properties for our Clients
• Leasing of Properties
• Renting of Properties
• Selling of Fully Furnished Properties
• Selling of Landed Properties
• Leasing of Bare Land
• Manage Properties and Facility for Clients
• Property Makeover Services
• Real Estate Consultancy and Advisory Services

9. Sales Forecast

Prior to launching Solorio’s® Property Development Company we have serious interest in the industry and we have been able to secure some properties that is still under construction. We are optimistic that the projects / properties will be completed within the next two months and we have concluded plans to put the property for lease.

They are office complexes and it is interesting to know that people are already queuing up to rent / lease the available spaces. We are quite optimistic that we will meet out set target of generating enough income / profits from the first month or operations.

We have critically studied the property market and we have examined our chances in the industry and we have been able to come up with the following sales forecast. The sales projection is based on information gathered on the field and some assumptions;

• Build / develop at least 2 office complex (3 story building each) within the first 12 months of operation
• Manage a minimum of 5 properties for clients within the first 6 months of operations
• Sell a minimum of 20 hectares of land within the first 12 months of operation
• Develop at least one estate within the first 24 months of operations
• Provide advisory and consultancy services for a minimum of 1 client per month
• Handle a minimum of 12 building makeover projects within the first 12 months of operations

N.B: Please note that we could not put a specific amount to the projection because the prices may differ for different services and for different clients. Part of our business strategy is to work within the budget of our clients to deliver quality property / properties hence it will be difficult to project what we are likely going to make from such deals. But the bottom line is that we are definitely going to make reasonable profits from any business deal that we execute. The property market is structured in such a way that property developers will always make profits from any deal they handle.

10. Our Pricing Strategy

Part of business strategy is to ensure that we work within the budget of our clients to deliver excellent properties to them. We are quite aware that there are major players in the property development industry in the United Stated of America who are not interested in small business deals.

Although our prices may not be outrageously lower than what is obtained in the industry, but we are hopeful that whatever price we bill our customer will be amongst the lowest they can get in the industry. The fact that we are going to be billing our clients lower than what is obtainable in the industry does not in any way affect the quality of our properties.

Our Unique Selling Point; What Makes Our Property Development Company Superior to Our Competitions

Our unique selling point as a Property Development Company we are a specialist in turning slums into beautiful cities and turning a run –down and dilapidated building into a master piece and that hopefully will be our brand and signature.

Furthermore, we will ensure that we work within the budget of each of our clients and also ensure that we deliver any project within the target date. As a matter of fact, we will work pretty hard to always supersede the expectation of our clients.

Another unique selling point that will give us competitive advantage over all our competitors is the fact that we have some of the best hands in the industry under our employment. As a matter of fact, our board of directors and management staff are all people we are well respected in the real estate industry in the United States of America.

Benefit Our Clients Stand to Gain When They Patronizes Our Property Development Company

As part of our plans to make our customers our number one priority and to become the leading property development company in New York City, we have perfected plans to work with our clients to deliver projects that can favorable compete with the best in the industry at an affordable and reasonable price within the stipulated completion date barring any unforeseen circumstance and also to generate great value from any property that we manage (both for our clients and for the company).

In view of that, here are the benefits our customers and potential customers stand to benefits when they patronize our services:

• Standard and affordable properties
• Free consultation services as regards future investment in any real estate related business portfolio et al.
• Good value for their money

11. Guerrilla Marketing Strategies for Our Property Development Company

• Creating Brand Identity for Our Property Development Company

We have been able to work with our consultants to help us map out publicity and advertising strategies that will help us walk our way into the heart of our target market. First and foremost, we want our brand to be visible and well communicated which is why we have decided to work with different class of people in the society. All our publicity materials and jingles are done by some of the best hands in the industry.

Below are the platforms we intend to leverage on to promote and advertise our brand (property development business);

• Place adverts on both print and electronic media platforms (real estate magazines and investment magazines et al)
• Sponsor relevant TV programs
• Maximize our company’s website to promote our business brand
• Leverage on the internet and social media platforms like; Instagram, Facebook ,Twitter, LinkedIn, Badoo, Google+ et al to promote our brand
• Install our Bill Boards on strategic locations
• Distribute our fliers and handbills in targeted areas from time to time

12. Strategic Marketing Alliance with Our Competitors in the Property Development Industry

The nature of the property development industry makes it pretty difficult for companies in the industry to form strategic marketing alliance with one another. This is so because every property development company is all out to maximize profits and they will do all that lies within their power to outsmart their competitors.

However, there are few exceptions where property development companies can enter into strategic marketing alliance with one another. This is possible especially when a new entrant in the industry secures a contract that they are not capitalized to execute. Naturally, such property development company will look for well – established property Development Company to outsource the project to and then make their commission as agreed by both parties.

For example, if a property development company secures a contract to develop a massive estate and they do not have the capital base and also the human resources and equipment to execute such project, they can comfortably outsource the contract to a property development company that has the capacity to execute such project or they can work together to execute the project and then share the profit as agreed by both parties.

Our Client Retention Strategies (Ways to Improve Our Customer Experience)

As a property development company, our major customers are property owners who give us their properties / lands to develop on their behalf. These are supposed to be big time clients who would only continue to do business with us if they get good returns on their investment.

The truth is that, if a company is able to achieve over 60 percent retentions; the company will sure experience huge turn over and such company is classified as a healthy company. We have perfected plans on how to improve our customer experience from time to time.

These are the ways we intend utilizing when it comes to improving our customer experience so that we can create a good impression and generate repeated business from them:

• Ensures that we deliver standard properties to our clients
• Ensure we get feedbacks from our customers at all times
• Ensure that we work within the stated budget of our clients and also to deliver all projects within the agreed timeline
• Make use of effective customer relationship management (CRM) software to effectively manage our clientele base.
• Ensures that we carry our customers along when making decisions that directly affect them.

The Possible Ways We Intend Offering Incentives to Our Customers / Clients (Bonus, Discounts, etc)

Part of our marketing strategies which is clearly stated in our business plans is to ensure that we offer our customers incentives in order for us to retain them and of course to continue to generate repeated business from them and also to attract new customers. We know that if we are going to win our own fair share of the existing market, then we must be willing to outsmart our competitors.

Part of the incentives that we intend dishing out to our highly esteemed customer is to give them free consultancy services as it relates to investing in the real estate industry. We will also give our existing customers the opportunity to be the first to access any opportunities that is available through us. I.e. if we have any property that is up for sale or lease, we will give preference to our existing customers before making it available to the general public.

We will also create a loyalty plan that will enable us reward our loyal customers who have been consistent in doing business with us and who also refer our services to their family members, friends and colleagues. Rewarding them could be giving our customers discounts anytime they patronize us and also giving them gifts during special occasions like Christmas, New Year, Thanksgiving, Independence Celebrations and Easter et al.

13. After Sales Service and Customer Support Services

As regards after sales services for our property management business, we will ensure that we are involved in the maintenance of the any property that we developed at least for a period of 2 years or more if the property owner assign the contract to us. It will give is the opportunity to keep the properties in tip top shape.

In view of that we will maximize our customer relationship management software applications so as to keep in touch with them and to make sure we carry them along when we have any promo that we know will benefit them. We will also ensure that we offer free real estate consultancy services to our loyal customers.

Possible Questions We Intend Asking Our Customers During Our Market Survey

1. Are you satisfied with the quality and standard of our properties and the projects we have and handled?
2. If you are not satisfied with the quality and standard of our properties and the projects we have handled in what areas would you want us to improve on going forward?
3. Do you have any property you would want us to develop? If yes, where is the property located?
4. How would you want us to communicate to you when we want to pass useful information about our business that will be of great benefit to you (i.e. when we have property for sale, lease or rent et al)? Through letters, text messages, e – mail, or via mobile apps (BBM, twitter, 2Go, WeChat, WhatsApp et al)
5. Are you interested in owning an investment portfolio in the real estate industry?
6. If you are interested in owning an investment portfolio in the real estate industry, would you want our property development company to work with you in developing your properties?
7. Are you satisfied with the facilities that are available in our properties?
8. If you are not satisfied with the facilities that are available in our properties, which additional facilities would you want us to include in our properties?
9. Can you comfortably recommend our property development company to your family members, friends and colleagues?
10. Are you satisfied with our customer service delivery? If not what areas would you want us to improve on?

14. Actionable Marketing ideas for Our Property Development Company

Cost Effective Ways We Intend to Advertise / Promote Our Property Development Company without Using the Internet

• Place adverts on both print (newspapers and real estate magazines) and electronic (radio and TV) media platforms
• Sponsor relevant community programs
• Attend local and intentional real estate fairs / expos
• List our business on yellow pages
• Place our bill boards in strategic locations

Low Cost Ways We Intend to Advertise / Promote Our Property Development Company on the Internet

We are quite aware that the internet is presently the biggest platform when it comes advertising / promoting any business and one good thing about adverting on the internet that is far cheaper than other conventional advertising platforms. This is why we will ensure that we explore all available means on the internet platform to promote our property development business.

Here are they ways we intending leveraging on the internet to advertise / promote our property development business:

• Leverage on the internet and social media platforms like; Instagram, Flickr, Fotolog, Pinterest, Shutterfly, Tumblr, WordPress, Facebook, twitter, YouTube, Google+, and Snapchat to promote our property development brand
• Design an interactive corporate website and we will make use the platform to promote our property development company
• Place adverts on high traffic websites
• Engage in blogging and make use of the platform to promote our property development company
• Leverage on email marketing strategy to advertise and promote our property development company

Creative Marketing Ideas Specific to Our Property Development Business

We are quite aware that the growth of any business depends solely to the business deals or sales they execute per financial year. We will continue to give our marketing team all the supports they would need to continue to deliver and meet all set targets and corporate goals.

Lastly, we will not relent in taking calculated business risks when it comes to investment and taking on new business challenges and new business frontiers.