Page 83 - Duct Tape Marketing

67Chapter 5: Goals, Objectives, Strategies, and Budgets

In Figure 5-3, you can see how all parts of the business program fit together in
the plan for a housing developer.

Figure 5-3: Purpose: To create a vibrant urban core community featuring
An urban quality housing opportunities for a wide range of residents.
housing
Annual Goal:
developer’s Increase gross revenues by 10%.
business
program. Objectives:
Increase prospect generation by 20%.
Achieve prospect-to-sale conversion rate of 5%, an 8% increase over current rate.
Increase number of units sold by 8%.
Increase revenue from ancillary services by 20%

Strategies:

Place or Distribution Strategy
• Redesign, reintroduce and increase visits to the development sales office.
• Establish an exclusive designated real estate broker relationship.
• Revise commission schedule to enhance incentive for regional realtor referrals.

Pricing Strategy
• Increase prices by 3-15%, depending on residential product, to adjust
for inflation and enhanced appeal.
• Establish a 90% developer financing option.

• Add buyer incentive by offering a lifetime health club membership for
second-quarter closings on new unit sales.

Product Strategy
• Announce and break ground on a 24-hour health club with swimming,
tennis, exercise and social facilities.
• Announce and break ground on a new building featuring view units,
private courtyards, garages, and other high-value attributes.

• Plan and open a design division to guide new owners through the selection of unit
finishes and appliances, and to provide fee-based design consultation services.

Promotion Strategy
• Host and promote special events including urban-garden tours, a variety of
classes and seminars, and Thursday night events featuring live music and cultural
tie-ins to draw the target audience to the sales office arena.
• Include sales center travel directions, invitations and special event announcements
in all advertisements and promotional material.

• Include call-to-action in all marketing communications and collect names into a data base.
• Institute a data base communication program that ensures meaningful and

progressive prospect contact every two weeks