Real Estate Marketing Plan: Strategies for Harcourts in Taradale, NZ

This report presents a comprehensive marketing plan for Harcourts International, focusing on the real estate market in Taradale, Hawkes Bay, New Zealand. It identifies target clients based on territory and demographic segments, specifically targeting males and females between 30 and 50 years old interested in residential land. The plan outlines three key personal positioning strategies: email communication, newspaper advertisements, and feedback collection, aimed at building trust, providing information, and understanding client needs. A detailed budget for the first three months is included, covering various marketing activities. The report also addresses legal considerations, including the Fair Trading Act 1986, Privacy Act 1993, Unsolicited Electronic Messages Act 2007, and Real Estate Agents Act 2008, ensuring ethical and compliant business practices. Promotional materials, such as email templates and newspaper advertisements, are developed to effectively reach potential clients and promote land availability and services. This marketing plan aims to strengthen Harcourts International's position in the competitive real estate market of Taradale.

Running head: MARKETING PLAN
Marketing Plan of Real Estate Industry
Name of the Student:
Name of the University:
Author Note:

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MARKETING PLAN
Table of Contents
Task 1: Outline................................................................................................................................2
a) Description of two different Market Segments: Territory & Demographic................................2
b) Target Clients selected for each market segment........................................................................2
c) Personal Positioning Strategies...................................................................................................3
d) Benefits of the Targeted Clients from the personal positioning strategies..................................4
Task 2: Marketing Plan Report........................................................................................................5
a) Identification of the Target Clients and Market Segments..........................................................5
b) Outline of Three Strategies..........................................................................................................5
c) Strategies for maintaining current clients....................................................................................6
d) Budget for 3 months....................................................................................................................7
e) Legal Considerations...................................................................................................................7
Task 3: Development of Promotional Material.............................................................................10
Task 4: Review of the Task...........................................................................................................13
References......................................................................................................................................17

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MARKETING PLAN
Task 1: Outline
a) Description of two different Market Segments: Territory & Demographic
 Territory
Real estate industry is one of the fastest growing sectors in New Zealand market. The
continuous development in the technology is contributing commendably in the real estate
market. The scenario of the real estate business in Taradale, Hawkes Bay is much competitive
due to extensive capabilities of the real estate business companies. The major competitors in
New Zealand real estate market are offering the properties and lands for the residential purposes
at a very reasonable rate. The real estate company requires adopting the most fruitful strategy to
take the active participation in the competitive business world.
 Demographic
On the other hand, in describing the demographic scenario, it is noticed that the population
in Taradale has increased drastically from 2001 to 2013 (Idnz.co.nz 2016). The populations
include the Maori group and the overseas born. Most of the lands are residential and rural place.
Real estate companies offer the residential lands to the citizens. Therefore, the marketing plan is
extensively focusing on the residential land sales and lease businesses. The business companies
can deal with the local residents for selling the lands that can be utilized for building residential
house. The growing population in this location is quite opportune for developing the real estate
business.

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MARKETING PLAN
b) Target Clients selected for each market segment
 Target clients for Real Estate services in Territory
The real estate companies usually look for the clients who would purchase the lands for the
residential use. They can build their own house by purchasing lands for the personal use. The
company is mainly looking for the clients who can purchase the lads for the residential uses or
building house for some personal use. This territory is the appropriate place to identify such
clients since the rural areas are mostly visible here (Cerutti, Dagher and Dell'Ariccia 2017).
 Target clients in demographic segment
The demographic segment especially concentrates on the males and females who will be
involved with the building their own house. Taradale, Hawkes Bay is generally surrounded by
population from rural areas (Idnz.co.nz 2016). The lands are mostly used for residential
purposes. The company thus can target the males and females between the age group of 30 years
to 50 years. Hence, they can be employed to develop the residential houses in the lands available
in the convenient areas. The residential places will be utilized for building properties for present
and future use.
c) Personal Positioning Strategies
The marketing plan for the real estate business requires developing the appropriate
personal positioning strategies that can develop the brand identity among the targeted clients.
Establishing the communication through emails, developing newspaper advertisements, and
receiving the updated feedback from clients would be much beneficial in such regards. Clients
deal with the real estate agents when they require buying any land for residential use. Before
purchasing the lands, the clients seek adequate information about the location, transport

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MARKETING PLAN
convenience, and the legal aspects. The real estate salespersons need to establish the
communicational transparency to provide the accurate information to these clients (Kelsey
2015). The sales people performing in the same market are applying their unique techniques to
participate in the competitive scenario. In order to strengthening the position, it is essential to
take a step forward and develop the unique positioning strategies. Communication through
emails and presenting the advertisements including details of the necessary aspects would be
beneficial to attract more clients. Moreover, developing newspaper advertisement is also one of
the most significant ways of conveying the message of land availability.
d) Benefits of the Targeted Clients from the personal positioning strategies
People in Taradale, Hawkes Bay are mostly looking for purchasing the lands for their
residential use. It is noticeable that majority of the lands in the rural areas are developed
considering the basic facilities and transport convenience. The real estate company needs to thus
understand such basic requirements of the target clients. Communicating through emails would
establish the transparency that would help the clients to gather the idea about the current
facilities (Perkins, Mackay and Espiner 2015). It is important to understand their requirements
and basic demands before selling the real estate lands or properties. Therefore, the
communication through emails clarifies the requirements as well as offering.
On the other hand, presenting the advertisements on the newspaper creates the awareness
among the clients. They receive the information about the available of lands or properties in the
convenient places with the help of the newspaper advertisements. The real estate company can
put the details on the newspaper section to inform about the available lands and properties as

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MARKETING PLAN
well the other facilities. The interested clients would contact the company with the help of the
contact details mentioned in the advertisement content.

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MARKETING PLAN
Task 2: Marketing Plan Report
To
The Branch Manager
Harcourts International (Real Estate Organisation)
The marketing plan is developed for targeting clients from Taradale, Hawkes Bay, New
Zealand. Harcourts International has been providing the best real estate services to the
potential clients (Harcourts.co.nz 2018). This marketing plan would include the appropriate
personal positioning strategies and structured budget presentation for first three months. The
alignments with the necessary legal considerations would also be discussed in this section.
a) Identification of the Target Clients and Market Segments
The direct marketing plan deals with the sales of real estate lands and properties to the
targeted clients in Taradale, Hawkes Bay. The location is based in the rural areas where the lands
are mostly used for residential purposes. The marketing plan is based on two specific market
segments, such as territory and demographic. Therefore, the targeted clients are the males and
females between the age groups of 30 years to 50 years.
b) Outline of Three Strategies
It is essential to develop the fruitful personal positioning to strengthen the position in a
competitive scenario. In order to strengthen such positioning, the company requires developing
three major personal positioning, such as communication through email, newspaper
advertisements, and feedback receiving. The transparency maintained in conveying and

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MARKETING PLAN
receiving message makes the information clearer (Stuff.co.nz 2017). Therefore, the clients would
obtain the complete information about the offering and deliverable. The newspaper
advertisement, on the other hand, provides the detailed information about the available land and
properties along with the facilities required near the residential places. The contact details would
also be provided by the company for the interested clients. Receiving feedbacks through emails
and digital mediums would be helpful in understanding the basic needs and demands of the
clients. This feedback process would even help in creating the positive ‘word of mouth’ for
attracting new clients for selling the real estate properties.
c) Strategies for maintaining current clients
The personal positioning strategies are developed by depending on maintaining the
current clients and attracting new clients. The two of these strategies are specifically
concentrating on retaining the current clients. The frequent communication through the emails
keeps the clients engaged and generates the sense of trust. The clients would like to know more
about the facilities that the real estate business can offer to the people who are willing to by
residential lands. Moreover, the clients can present their requirements through such email
communication process. It would make the clarification of the real estate land or services. On the
other hand, when the clients seek information about the available vacant lands or properties, they
can easily get information from the newspaper advertisements. Moreover, these processes are
much helpful to specify the clients about the legal requirements associated with the real estate
business. The individual, company, and industrial preferences are also addressed through the
development of these personal positioning strategies.

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MARKETING PLAN
d) Budget for 3 months
Budget (Including GST) Month 1 Month 2 Month 3
Communication through e-mail $2,000 $2,500 $2,800
Newspaper advertisements $750 $550 $850
Feedback Receiving $1,800 $2,000 $2,100
Using digital communication mediums $1,600 $1,900 $1,700
Real estate land and property services $800 $600 $500
Legal requirements for real estate business $900 $1,000 $1,100
Personnel positioning strategies $1,100 $1,200 $1,300
Promotional brochures $1,200 $1,300 $1,400
Subscriptions $1,000 $2,500 $2,800
Consumer testimonial $600 $700 $800
Total $11,750 $14,250 $15,350
e) Legal Considerations
1. Fair Trading Act 1986
The company would be maintaining the Fair Trading Act 1986 to establish the real estate
business with the clients (Legislation.govt.nz 2014). The main purpose of this act is to contribute
appropriate trading environment by considering the interests of the consumers and strengthened
positioning of the b business. The act prohibits the unfair practices and promotes fair conducts.
2. Privacy Act 1993

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The act is promoting and protecting the privacy of the business clients in accordance with
the concerned guidelines that are governing the code of conduct. The real estate business
generally deals with the property based information of the clients. Application of this act helps in
protecting such confidentiality.
3. Unsolicited Electronic Messages Act 2007
The company is planning to develop the email communication process to establish
communicational transparency. As per the Unsolicited Electronic Messages Act 2007 protects
the spam emails that can mislead the clients.
4. Real Estate Agents Act 2008 and Real Estate Agents Act (Professional Conduct and
Client Care) Rules 2012
According to this act, the real estate agents would maintain the appropriate code of
conducts to provide the accurate services to the business clients as per their requirements. The
breaching of the information would be strictly prohibited (Legislation.govt.nz 2014).
Maintaining this code of conducts would be monitored by the senior managers.
5. Real estate industry best practices
The associated workforce should focus on following aspects to develop the best practices.
 Quick respond to the clients
 Sharing the updated information with the clients
 Acknowledging the mails
 Continuous improvement

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These best practices would be necessary to accomplish the business goals and developing the
brand image.
6. Effectiveness of this campaign on salesperson
The obtained knowledge and experience from this campaign would be much helpful for
the betterment of sales skills of the associated salesperson. Moreover, the members would extend
their knowledge in real estate industry to ensure growth in future.

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MARKETING PLAN
Task 3: Development of Promotional Material
Selection of the Promotional Materials
The marketing plan has been scheduled by concentrating on the development of three
personal positioning strategies. There are two promotional materials chosen from the list, such as
email (to a prospective client) and newspaper advertisement. These materials are explained
below:
The email communication is used for developing the communicational transparency between
the company and the business clients. The emails should be containing the accurate information
that is to be conveyed to the potential clients. As per the 9 of the Fair Trading Act 1986, no
associated worker would engage in prohibited actions, such as misleading the public or clients.
On the other hand, as per the Real Estate Agents Act 2008, the fair treatment of the clients is
needed to be taken into consideration. It is essential to treat the clients with respect and share the
updated information (Legislation.govt.nz 2014).
Newspaper advertisements should contain the accurate information about the land availability
and legal documents. As per the 9 of the Fair Trading Act 1986, the prospective client should
not be misguided by any fake news or fake information. The act prohibits the unfair practices
and promotes fair conducts (Legislation.govt.nz 2014). When the clients seek information about
the available vacant lands or properties, they can easily get information from the newspaper
advertisements.
 Email (To a prospective Client)