Marketing Project: Marketing Strategy for Housing Service in Texas

This marketing project analyzes the housing service market in the USA, focusing on the state of Texas. The project proposes a marketing strategy for a new housing service, Renew, emphasizing its unique design and interior design services to differentiate it from competitors. The strategy involves leveraging both online and offline channels, including an "Omni-Channel" approach, to reach potential buyers. The project suggests partnering with leading real estate websites and agencies, while also segmenting the target market and establishing partnerships with local real estate agents. The report also highlights the importance of aligning with local governmental bodies to facilitate market entry and growth in the Texas market. Key considerations include market segmentation, commission-based partnerships with real estate agents, and leveraging technology to reach a wider audience. References to relevant literature are included to support the strategies proposed.

Running head: MARKETING PROJECT
Marketing project
Name of the Student
Name of the University
Author Note

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Marketing mix-
Place- The marketing research outcome indicates that the demand of houses in USA is
comparatively high but the supply is low. Thus, the price of house and housing service grows up
(Mian & Sufi, 2011). However, as the demand of housing and real estate service is high, Renew
has the opportunity to penetrate in the market but it has to differentiate itself from its competitors
by providing unique design of homes and interior design services. Nonetheless, in order to
achieve this target, the firm has to come in front, which means attracts customer attention. Most
importantly, it should focus on appropriately placing its service to the market. Thus, to help
Renew in placing its proposed and unique housing service, the following strategy has been
proposed.
As the government in Texas is very strict about housing business and real estate service,
Renew needs to work in the favor of the local governmental bodies. When the organization is
able to gain support from the governmental bodies, it might not have to face any barrier in
placing its service to the target market- Texas (Chen, Liu & Portnoy, 2012). Apart from this,
Renew should take the advantage of technology spreading in United State. This means, the firm
needs could use “Omni Channel” marketing strategy, in which it could reach the buyers through
both online and offline channels. Thus, to implement this strategy, the firm first needs to contact
with some top and leading property and real estate websites that provide authentic information
about housing service, where the visits of buyers are comparatively higher than the official
website of any competitor or Renew itself.
The organization needs to ensure that those websites or online agencies cover the
population of Texas. Now, it is certain that not all buyers will come through this online agencies

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or websites; however, for example, it is estimated that almost 70% of the potential buyers would
be covered online but to reach the remaining 20%, Renew needs to pay attention to traditional
offline strategies. Hence, the firm should divide the target market into several divisions. Now,
the firm has to build partnership with the real estate agents of each division. For example, one
agent will be allocated for one division of the target market who will interact with the buyer and
fix the housing deal. Likewise, the respective agent will be assigned to the respective divisions
but the agents will be recruited regionally. For example, southern part of Conroe will be
allocated to the agent who originally belongs to that region only. Here, the partnership strategy
should be developed based on a stipulated amount of commission for each deal.

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Reference and Bibliography
Chen, X. P., Liu, D., & Portnoy, R. (2012). A multilevel investigation of motivational cultural
intelligence, organizational diversity climate, and cultural sales: Evidence from US real
estate firms. Journal of applied psychology, 97(1), 93.
Mian, A., & Sufi, A. (2011). House prices, home equity-based borrowing, and the US household
leverage crisis. American Economic Review, 101(5), 2132-56.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-
channel retailing: introduction to the special issue on multi-channel retailing. Journal of
retailing, 91(2), 174-181.