Integrated Marketing Communication Plan for iPas

Executive summary
The main aim of this report is to present the integrated marketing communication
plan for iPas. This report demonstrated that the objectives of iPas in terms of target
market are to provide the property solution in Melbourne. It is founded that iPas
targeted both investors and home buyers. Furthermore, it is illustrated that television
and radio channel is used by iPas in terms of promoting its products and services.
But, currently it is not working effectively hence there are some strategies that could
be used to improve this channel such as customized opportunity to deliver message
only to the three targeted regions through the popular local radio stations like ‘ABC
Radio’, ‘PBS 106.7FM’ and ‘SBS’. Furthermore, this report illustrated that newspaper
and magazines is used by iPas but currently, it focuses on some strategies to
improve this channel.
It is found that LinkedIn is used by iPas as a social media tool for promoting the
products and services. But, there are some innovative ideas that could be
considered to improve it such as participating on LinkedIn Pulse and LinkedIn
groups, top keywords and keeping track related to industry news. It can be evaluated
that iPas website is used as another social media tool that could be improved by
evaluating and updating content, updating home page as well as, adding more calls
to actions. It is found that there are some evaluations measures that are used for
measuring the performance of iPas such as break-even analysis, management by
objectives, management information system, and self-control. In the last, it presents
the student reflection related to this research.
OBJECTIVES IN TERMS OF TARGET MARKET

For any business to thrive it is quintessential to be industrious at ground level, but
even more crucial is the planning for your moves and setting goals and objectives.
Jim Rohn, a famous business philosopher once said that appropriately planned
goals are like magnets and they pull you towards themselves (Mattern 2013).
Further, it is indisputable that having well-drafted and realisable targets help keep
the employees motivated and focused on achieving them.
iPas is an independent real estate consultative service provider based out of
Melbourne providing property related solutions in Melbourne, Geelong and the
Mornington Peninsula. Using target customer segmentation strategy greatly benefits
when setting the goals and objectives for any business and deliver a competitive
superiority(Proctor 2000). iPas’s target clients include home buyers and investors.
Home buyers are either first home buyers or the one’s looking to upgrade or
downsize the dwellings they already living in. Investors are the ones that are mainly
looking to make profits by buying a property and selling on a premium.
Markets around the world including real estate are enduring a turbulent period right
now. With major uncertainties regarding the future direction of the market and crises
large loom over the world economy, the real estate market is also feeling the heat of
it. As a result, money going into the property trade of late with speculative motives
has dried up. In recent years Australia has also seen its incoming immigrants’
numbers go up considerably, which has resulted in more first home buyers in the
market. Hence, more emphasis would be laid upon customers looking to buy homes
and especially first home buyers.
The most potent way of finding potential buyers is via dependable mortgage brokers.
Generating leads through reputed mortgage brokers will assure that if you are able
to find the appropriate property for a potential buyer as per their requirements the

deal would go through without much hassles. It will also help iPas become a
dependable name among mortgage brokers and sellers. Young home buyers
between the age of 30-40 years form a major share of the customer base and are
also short on knowhow of the industry and hence generally seek advice before
exploring the options available both in terms of property to buy and the mortgage
provider and hence would be the prime target for the company. It is important to
understand the trends in the market and provide sound advice to the customers on
the bases of your knowledge together with careful examination of their needs. This
would be done by training the employees on how to read the psychology of the
customer and giving solutions accordingly.
Buying behaviour plays a vital role in defining customer’s taste when purchasing a
property and emphasis would be given on understanding and delivering the services
accordingly to the target segment. This will help build an identity for the company
and spread their goodwill. Which is going to be a prime objective for iPas over the
next year.
MESSAGE
Smart usage of marketing message is a common tool employed by companies to
advertise their products and services and lure clientele in order to achieve targets.
iPas stress heavily upon providing well researched advise to its customers. This is
done by thorough study of the economy, market conditions and sentiments prevailing
in the property market at any given time. Access to the latest data along with correct
analysis and explanation of the same to the potential home buyers for their profit is
what the company rely upon. The company understands the buyer’s/investor’s
critical need for the investment to grow with time and hence provide advise

accordingly. This again is attributed to the thorough research conducted by skilled
agents of the company which assure the property advised by them appreciates in
value. Further, it is most important for the company to understand the needs of the
buyers and guide them well for what they look for.
Buying a house is the single largest investment done by most customers in their
lifetime, hence they come with a lot of concerns and fears about making a final
decision. Qualified agents at iPas make sure such concerns are all taken care of and
help the client towards a confident final choice. iPas meticulously suggest regarding
the correct market evaluation of a property keeping in mind factors such as property
location, orientation, and its approach to facilities including shopping centres, public
and road transport, parks and gardens, schools and other leisure facilities. The
company also advise regarding the marketability of a property with scope for profit in
case of a future sale.
iPas acts as an advisor to the seller to maximise the sale price and manage the
entire selling process. The company help the vendor select the right estate agency
and get all the processes involved in the sale done immaculately and on time. iPas is
proud of the quality service it has already provided to its numerous clients and
remain dedicated to keep improving its performance in future as well (ipas-2. 2019).
Recommendation
iPas basically provide services to property buyers and sellers. Although, it can add to
its services by giving advice to rental dwelling seekers. The number of temporary