Real Estate Industry Report: Strategies, Marketing, and Analysis

This report analyzes the real estate industry, focusing on market segmentation into commercial and residential sectors, and identifying target clients such as students and businesses. It outlines positioning strategies like competitive pricing and accessible locations, detailing their benefits for clients, including affordability and convenience. The report proposes a marketing plan to promote awareness, outlining strategies to attract new clients through price and location, and maintain current clients through quality service and communication. It includes a budget plan for marketing activities and ensures compliance with real estate laws. The report also analyzes a case study, identifying errors in a flyer, quantifying performance metrics such as leads, appraisals, and sales, and calculating earnings and ratios. The report concludes with an email and newspaper article examples for marketing.

Running head: REAL ESTATE INDUSTRY
REAL ESTATE INDUSTRY
Student’s name
University Name
Author note

1
REAL ESTATE INDUSTRY
Task 1
a) Two market segments and its description
The two identified market segments commercial real estate and residential real estate.
The mentioned two market segments are targeted in the report. The market segmentation of the
real estate can be described as the people are grouped according to their needs and requirement
that is residential or commercial purpose.
b) Target client for the mentioned segmentation
For the residential real estate the targeted clients are the students. The residential real
estate is targets the students for affordable accommodation. There are increasing numbers of
students who are opting to study abroad, for which they would be requiring accommodation. The
second mentioned segment is commercial real estate; it is mainly for business purposes. The
targeted clients of this segments includes retails outlets and office space
c) Positioning strategies of real estate
The personal positioning strategies to differentiate it from the real estate salespeople in
the same market include the pricing policy. In the real estate business, the major counters tone to
differentiate it from the other salesperson is the price. Setting a budget friendly price for the
clients is considered as one of the main positioning strategy of real estate business. Secondly the
location of the estate must be accessible to the transport and other facilities such as colleges and
university; this will attract the residential estate clients. Offering the information about the estate
properly to the clients is also a part of personal positioning strategy for the business. Providing a
competitive price to the clients and the message to be communicated is a part of core positioning
strategies. The message foe communication includes the level of satisfaction, purchase price,

2
REAL ESTATE INDUSTRY
after sale service and other benefits of purchasing the estate is also a part of the positioning
strategy (Chhabra, 2017).
d) Benefits of the clients from the positioning strategies
The positioning strategies will benefit the targeted clients as it proposes to offer the
affordable and budget friendly building for the off campus students who opt for studying abroad.
Further the competitive location of the real estate ensures that there is be positive response from
the clients. The real estate provides the clients access to necessary services such as easy
transportation facet, and market places. This will benefit the clients to access transport and other
necessary requirements. It provides security, serenity and easy access to necessary services such
as university, market, transport and other facilities. It provides basic requirements which will be
highly valuable in the long run. Apart from that the purchase price of the estate is budget friendly
and the low and middle income group earners can easily afford the building. It will able be
beneficial for the clients looking for commercial purpose estate, it is highly affordable and easily
access to the essential services (Kohlhepp, & Kohlhepp, 2018).
Task 2: Formal report to branch manager
To,
Mr. Mark Mooney
Branch manager
Simon property group
Subject: Marketing plan to promote awareness
Introduction

3
REAL ESTATE INDUSTRY
The purpose of this report is to create and analyze the marketing plan to promote
awareness of the service of providing accommodation to the target market segments. It identifies
the target clients’ and the market segments. It outlines the strategies and the activities to attract
the new targeted clients. It determines the budget plan for 3 months and ensures that the plans are
in accordance with the laws of real estate.
a) Identification of the target clients and the market segments
The targeted market segments include commercial real estate and residential real estate.
The targeted clients for the real estate include the students who opt to study abroad and provide
them accommodation and the commercial real estate involves the retail business and office
spaces.
b) Strategies to attract the new clients
The strategies to attract the new clients involve the price strategy, location strategies and
other facilities to benefit the targeted clients. The purchase price for the real estate is reasonable
and budget friendly. It offers high level home for the benefit of the clients.th accommodation
facility offered to the clients must be communicated to the clients properly to attract them. The
message is to be generated to gear the interest and motivate the clients to make a purchase.
Having the price rage reasonable and communicating to the customers through internet is a part
of essential marketing strategies. Apart from that is an apart of the marketing strategy to have an
online presence, having a strong online presence on the social media and implementing social
media campaigns to attract new clients. The location of the facility is to be appropriate and
convenient for the clients, it can access the necessary service facilities. Having a professional
website and with the use of online marketing the company will be able to attract new customers.

4
REAL ESTATE INDUSTRY
c) Two strategies to maintain the current clients
The strategies to maintain the current clients involve focusing on functioning, facilities
and services. The current clients must be provided with sufficient satisfactory service and facility
in order to retain them. The clients must be served with the new and advanced methods. They
must be communicated regularly; this strategy will help to build strong relationship with the
current clients. Another strategy to retain the current clients is to provide them enough resources
to demonstrate the worth of the real estate, the claims made to the clients must be honest.
d) Budget plan for real estate
The advertisement price is 8% of the total market value. The marketing strategy used to
attract the new clients is social media campaigns and enhancing its online presence. The social
media sites such as Facebook and Instagram is of very low costs. The marketing strategies used
are highly cost effective for the targeted clients’. The strategies to provide facilities for the
convenience of the existing clients are budgeted to be around $5,000 and $12, 000. Therefore,
the total marketing budget is $ 50,000(plus GST).
e) Ensuring the marketing plan in accordance with the real estate laws
The advertisements forecasted are true and genuine, thus it accomplices with the Fair
Trading Act 1986. The policy of the company does not disclose any clients’ individual privacy
and disclose any private information about the clients, thereby complying with the Privacy Act
1993. The messages to be communicated to the targeted clients will be genuine and honest; this
complies with the Unsolicited Electronic messages Act 2007. It complies with the rules and
regulations of The Real Estate Act 2016, as it professionally deals with the clients and conducts
best practices of the Real estate industry.

5
REAL ESTATE INDUSTRY
f) Benefits of the sales person from the campaign
The planned campaigns are highly cost efficient, and this will reduce the cost of the
company. The social media campaigns and the digital marketing offers low pricing marketing
strategies and it increases the exposure of the company, this way its benefits the company by
attracting new customers. By implementing this strategy, the company can build a strong real
estate brand. This way it benefits the salesperson as well as the company.
Task 3
List A
Email (to prospective client)
To: Prospective Customer
From: Agent Vinod,
Subject: Cost efficient accommodation
Dear customer, this is Agent Vinod singh from the Simon Property group. This is to
inform you that, we are offering cost efficient accommodation with lots of facilities. The details
are given below. We are offering residential or commercial real estate for the people who are
looking for luxury accommodation at a lower price. The purchase price of the accommodation is
just at $ 150,000. Along with the cost efficiency, our company offers useful home or office
maintenance equipments in order to strengthen the clients trust. The accommodation is
accessible to many facilities such as universities, easy transport availability and market places for
client’s convenience. Apart from that our company provides tips loans, credit and financing for
the home and office improvements. The current market trends are approximately $200,000, and
we are offering at a considerably low price only for our customers. Moreover, we are offering

6
REAL ESTATE INDUSTRY
additional discounts for the clients’ who book at the earlier. We also ensure you that there is no
uncompromising about the quality of service provided to our clients. If you are genuinely
interested below are my contact details.
Agent Vinod Singh
Simon Property Group
(Licensed under the Real Estate Agents Act 2006)
123 Conservative Street
Phone no. xxx xxx xxx
Email: xxxxxxxxxx
List B: Newspaper Article
Simon property group: Agent Vinod Singh
We are providing real estate service for the residential and commercial purposes. The location of
the accommodation is appropriate as it is accessible to various facilities. Universities transport
and market services are easily accessible. Additional discount is provided to the customer’s early
booking. The real estate is offered at a cheaper rate. We deliberate efficient services to meet the
needs and requirements of the customers. The accommodation is of perfect condition and is at
best rates for client convenience.
Contact details:

7
REAL ESTATE INDUSTRY
Address: Simon Property Group, 123 Conservative Street ((Licensed under the Real Estate
Agents Act 2006)
Phone: xxxxxxxxx
Email: xxxxxxxxx
Task 4
Questions
(a) Identify at least three errors that Devon has made in the content of his flyer.
The details provided the Devon in the flyer were very limited. The flyer was not
attractive enough the catch the reader’s attention hence many customers considered in a junk
mail. Specific details were missing, certain elements at certain areas of Devon’s flyer, were not
consistency enough.
(b) Including the allowance for his time, how much money has Devon spent on this campaign?
Devon took 1 hour to prepare the draft material, to dlver the flyer, Devon took 16 hours,
the telephone calls took 4.5 hours, the appraisals and the preparation of the appraisals took
approximately three hours each, total it took 30 hours for the appraisals. The buyer appoints took
8 hours and the other miscellaneous activities took 1 hour. The total time spend by Devon on the
campaign is 45.5 hours. The worth amount of per hour is $ 25. Estimating the total amount spend
by Devon, he spend approximately $1000 in this campaign.
(c) Quantify Devon’s performance with respect to each of the following:
(i) Number of leads (potential clients and customers)

8
REAL ESTATE INDUSTRY
Devon had fourteen leads from the flyer; six people had asked to appraise their
properties. He had four customer leads from the newspaper advertisement. Devon had four
customer leads from the phone calls he made.
(ii) Number of appraisals
Devon completed ten appraisals, six of which responded from the flyer and four of which
was from the phone calls.
(iii) Number of listings
There were total of two listings one person was listed under a sole agency agree and the
second sole agency resulted from another appraisals which he completed.
(iv) Number of actual sales to date
There were two actual sales done by Devon. The commission to be received by Devon
upon selling would result is approximately $ 7300 and $ 7500.
(d) Devon already has a confirmed commission pending. If his estimates of the commission
payable to him for the sale of his two sole agency listings also eventuate, how much will this
campaign generate in personal earnings?
The total personal earning that will be generating from the campaign is approximately
$14,800. The total earned from the hours spend during the campaign is approximately, $ 1000
and the estimated commission that Devon will be receiving is $7300 and $7500.
(e) What is the ratio of leads to sales, based on Devon’s current achievements?

9
REAL ESTATE INDUSTRY
The ratio of the leads to sales and Devon’s current achievements are 10:2. Devon had 10
customer leads, six from the flyer and four from the phone calls and the current achievements of
Devon is two potential customers from which he would be estimating his commission.
(f) What is the cost of each listing Devon has achieved to date, including all advertising and the
value of his time?
The approximate total value of the time for the campaign is $ 1000 and the cost of each
listing is $ 7300 and $ 7500.
References:
Chhabra, S. (2017). Mutual Fund: Marketing Mix and Promotional Strategies. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 134-152). IGI Global.
Kohlhepp, D. B., & Kohlhepp, K. J. (2018). Real Estate Development Matrix. Routledge.

10
REAL ESTATE INDUSTRY