Download MARKETING STRATEGY Creek Vistas May 2012

Sunday, May 20, 2012
Most Reliable Real Estate Company in Pakistan
(VIP Haider Estate)
2nd Floor, Mehmood Centre (above Ufone),
Clifton Block-9, Karachi-75600.
UAN:111-00-21-21, Tel:92-21-35821771 (5 Lines),
Fax:92-21-35835755
Email Office: [email protected];
Marketing & Sales Strategy
for
Creek Vistas Apartments
Pakistan Defence Officers Housing Authority
(PDOHA), Karachi.
By Syed S. Haider
President & CEO
Total Pages 17
1
Mission
PDOHA to provide new experience and lifestyle of HOME, excellent futuristic
living standards in Pakistan with all latest and modern amenities at
affordable price, yet a secured profitable investment for Buyer.
Vision
PDOHA will be the “Preferred Real Estate Investment” and
“Preferred Security for Future” from Buyers perspective through effective
implementation of above Mission.
Goal
• PDOHA to recover Pak Rs._________ Billions being cost of land ______ Acres
of Creek City, by turning this land around with value additions for optimum value.
• PDOHA to earn profits Pak Rs.___ Billions from the Creek City.
• Later on more projects of Developing Plots, Complete Projects, can be done
by PDOHA on pure commercial basis by following the experience of Creek City
for profit and above Mission and Vision Statements.
1.
2.
No of Units to be launched initially
Incentives to:
100 to 200
a) Booking/Marketing Staff at Booking Office:
Salary + 0.10% (10 Paisa on Rs.100/-)
b) Agents:
lumpsum 10,000/- each time at booking
3
c.
Booking Procedures
(1) Registration
Rs.2 Lacs
(2) Booking
After balloting 20% of Price less Rs.2 Lacs
(As first Installment)
(a) Remaining Installments:
equal monthly installments of Final Possession period
(to start from digging or laying of foundation)
(b)
(c)
1.5% penalty for delayed payment each month or part.
Cancellation after 2 installments non payment, recovery of
operational charges also.
(3)
(a)
Procedures:
When Booking Directly:
Filling of Booking Application with
payments by Purchasers
(b) When Booking Through Agents:
Same
(c)
Same
For Expats
5
(4)
Price determination, Quality & Quantity???
TOP MOST CRUCIAL FACTORS FOR PROJECT, SALES & PROFITS.
(5)
Incentive for full Payment at the time of booking
10% discount of price
(6)
Escalation in booking Price
Nil
6
Additional Features of Marketing Strategy
• PROJECT AS A BRAND.
• VERY EASY ENTRY TO BUY.
• VERY EASY EXIT FOR SALE.
• FREE AND SMOOTH PROMPT SERVICE,
NO BUREAUCRATIC DELAYS.
• 100% INVESTMENT SECURITY.
• TO BE A PURE 100% COMMERCIAL PROJECT.
7
Additional Features of Marketing Strategy
• TO QUALIFY THE CRITERIA OF THE MASS BUYERS.
• FROM START TO ATTRACT CRITICAL MASS OF BUYERS.
• AT LEAST 300% TO 400% REGISTRATIONS.
• CREATE “HYPE”, INSPIRE CONFIDENCE & TRUST.
• BUYER/INVESTOR TO GET AT LEAST 7% TO 10% PER YEAR
CAPITAL GAIN.
8
Additional Features of Marketing Strategy
• BETTER COMPARATIVE RENTALS.
• NO RESTRICTION FOR BUYER AND SELLER AT ANY TIME.
• CORPORATE BUYERS i.e HABIB BANK, UNILEVER, PIA, ETC.
TO BE ENCOURAGED TO BUY APARTMENTS SAY 10 TO 20
OR MORE FOR THEIR EXECUTIVES.
(COL. NAJAM MENTIONED THIS IDEA AND I ENDORSE IT).
• ARRANGEMENTS AND PROMOTION FOR AT LEAST
10% TO 15%.OVERSEAS PAKISTANI BUYERS.
9
Additional Features of Marketing Strategy
• ONE OR MORE TOWERS TO BE SPECIFICALLY RESERVED
ON RENT FOR DIPLOMATS, FOREIGNERS AND TOP PAKISTANI
EXECUTIVES (THE AESTHETICS AND VALUE ADDITION WILL
INCREASE 200% TO 300% DUE TO THEIR LIVING). THIS WILL
REFLECT SECURITY, PRESTIGE, POSH LIFE STYLE,
ENVIRONMENT AND AMBIANCE OF THE ENTIRE AREA.
• BEFORE FINAL OCCUPATION EACH APARTMENT IS TO SELL
IN OPEN MARKET AT LEAST 4 TO 5 TIMES WITH PROFIT TO
EACH SELLER.
10
Additional Features of Marketing Strategy
• THE ‘ON’ OR PREMIUM MONEY ABOVE THE PRICE IS A
MUST AND GUARANTEE FOR THE PROJECT’S SUCCESS.
• RELATIONSHIP SALES STAFF ATTACHED TO EACH BUYER
• EASY LOGISTICS FOR SALES – BOOKING ONLINE,
PAYMENT ONLINE, ACCOUNT DETAILS, WEBSITE, ETC. ETC
• FULL DETAILS OF PRODUCT TO BE PROVIDED TO BUYER.
11
Additional Features of Marketing Strategy
• SALE TO BE ON CASH, INSTALLMENTS, MORTGAGES,
AGAINST COLATTERALS, FOR RENTING, LONGER PERIOD
INVESTMENT.
•SUSTAINABILITY AND LONG RANGE PURCHASE APPETITE
TO BE CREATED AND ENSURED.
• SUPPLY TO BE ALWAYS 70% THAN 100% DEMAND.
• STRATEGIZE FOR KEEPING DEMAND ALWAYS MORE
THAN SUPPLY.
12
Additional Features of Marketing Strategy
• EXCELLENT MANAGEMENT, SERVICE AND MAINTENANCE
FACILITY FOR 15 YEARS OR MORE.
• CORRESPONDING CHARGES RECOVERABLE 6 MONTHLY OR
YEARLY IN ADVANCE, ENSURING ENOUGH MONEY FOR
REPAIRS AND UPDATING.
• CONTINUOUS APPRECIATION OF PROPERTY COMPARING TO
MARKET IS TO BE ENSURED
13
Additional Features of Marketing Strategy
• INVESTMENTS TO BE ATTRACTED FROM LOCAL AND
STOCK MARKETS.
• PROCESSES AND PROCEDURES SHOULD BE BUYER FRIENDLY,
MORTGAGE FRIENDLY AND INVESTMENT FRIENDLY.
• IN BEGINNING BOOKING OFFICE TO OPEN 11:00 A.M.
TO 11:00 P.M., ON WEEKENDS, HOLIDAYS UPTO 12:00 P.M.
14
Additional Features of Marketing Strategy
• MODEL APARTMENT BE READY AT LAUNCHING
FOR INSPECTION, PARTICULARLY BY LADIES.
• SITE OFFICE TO WELCOME VISITORS AND FAMILIES. TO HAVE
REFERESHMENT STALLS AND SITTING ARRANGEMENTS.
15
Additional Features of Marketing Strategy
CAUTION
A VERY CRUCIAL POINT: HOW PDOHA CAN ARRANGE
100% DOCUMENTED PAYMENT RELIEF TO THE
INVESTORS/BUYERS WHO MAY EITHER PAY FULL CASH OR
BY INSTALLMENTS?
16
Thank you for your patience
Syed S. Haider
President & CEO
21st Century Real Estate, Karachi
17