silvano realty strategic marketing plan

Silvano RealtyWe’ll Keep Working Even After the Sale

Silvano Realty

Agenda

Introduction & Overview

Market

Customer Profile

Sales Goal & Profit Objectives

Strategy

Introduction

Silvano Realty represents home buyers and sellers in Southern California and surrounding communities. We have particular

expertise when is comes to selecting the right neighborhood that fits your family and lifestyle.

If your dream is to live in a community with top notch schools, recreation, safety and culture, then Silvano Realty is for you. Let our experience in this region take you through the steps to fulfill

your goals with the utmost confidence.

Welcome Home

Agenda

Introduction & Overview

Market

Customer Profile

Sales Goal & Profit Objectives

Strategy

Market: Current Stats

7

Real Estate Market• Sales are decreasing• Foreclosures are increasing• Revenue of residential real estate

$9,442,103,000 in California

8

Real Estate Sales

• Most popular sales occur in the following areas: Hollywood Hills, Bell Air, Westwood, Mid Wilshire, Silver Lake, Brentwood, West LA, Eagle Rock and Los Feliz

• Most expensive: Pacific Palisades at $750 per square foot

• Least expensive: China Town $130 per square foot

9

Target Neighborhoods

• Our clients are first buyers who want to pay no more than $500K, on average

• Target Areas: LA, Burbank, Pasadena, Eagle Rock, Mid City, Northridge

• Average sales price decreased 16%(Burbank); 46% (Pasadena), 17% China Town, 47.6% Northridge

Source: http://www.trulia.com

Price Comparison

AreaPrice/Sq ft.

Average Home $

# of Sales Available

Los Angeles

$270 $299,500 4,592 16,462

Burbank $297 $410,000 48 136

Pasadena $359 $450,000 520 556

Eagle Rock $296 $385,000 147 418

Hollywood $308 $452,500 80 268

Mid City $238 $400,000 235 796

Northridge 206 $336,500 246 7

Agenda

Introduction & Overview

Market

Customer Profile

Sales Goal & Profit Objectives

Strategy

Customer Research

“We’re looking for a realtor that will take the time to get to know us and understand our problems and needs.” “We’re first time home

buyers and we don’t understand the process.”

“We are looking for a solid investment.”

“We are looking for an affordable home in a safe

neighborhood, close to work, with good schools.”

“We’re cautious about the market, especially

in the current economic climate.”

Customer Profile

Customer Profile• Who: Young urban professionals, mid 20s-early

30s, either single or newly married• Values: Urban lifestyle, family, safety• Needs: Home that is affordable & centrally

located, preferably in/near the city, close to stores, shopping, public transportation, hotels, etc.

• Problems: Limited budget, new to home buying (limited knowledge of the real estate market & industry), little trust in real estate professionals

• Goals: Views the purchase of a home as a long term investment

*We have two customer segments: buyers and sellers (current home owners). This campaign will focus on home buyers.

Agenda

Introduction & Overview

Market

Customer Profile

Sales Goal & Profit Objectives

Strategy

Sales Goals & Profit Objectives

• Sales Goal: $10,000,000 / year• Profit Objective:

=($10,000,000 x .06)(.80)= $600,000

• Initial Investment: $384,000• Return on Investment: 56.25%

Resources & People Needed

People & Resources Needed Annual CostSalespeople (commission-based)Receptionist $24,000 Office Manager $70,000 Administrative Assistant $40,000 Transaction Coordinator $60,000 Accounting (Accounts Payable & Accounts Receivable) - $30,000 each $60,000 Accountants ($500/month) $6,000 Attorney $25,000 Insurance $5,000 Furniture & other equipment/supplies $20,000 Misc. operating costs $20,000 Rent (City of Tarzana, Ventura Blvd, 1800 Square Feet) $54,000 Initial Investment $384,000

Agenda

Introduction & Overview

Market

Customer Profile

Sales Goal & Profit Objectives

Strategy

Strategy: The Silvano Realty Experience

• Goal: To improve the process of working with new home buyers

• Initial contact is a phone call or inquiry to set up a consultation

Strategy: The Silvano Realty Experience• Consultation:– New client walks in. We offer drinks (alcoholic

beverages included), and food like hors d’oeuvre & cookies

– We walk client through several questions:• Have you been pre-qualified?• If so, who have you been pre-qualified with? And can

you show us the letter?• Describe the home you’re looking for• Can you share your financial information? (Money for

down payment, how long the money has been in the bank, etc.)

• We look through the MLS & provide client with listings and a price range

Strategy: The Silvano Realty Experience

• Home Buying Process:– Our realtors take clients to look at

several homes– Help clients compare homes–We’ll make sure something is cooking or

baking before the client arrives –We work with the client each step of the

way– Once clients finds a property they like,

we’ll negotiate on their behalf

Strategy• After the Sale:–We’ll offer access to an online

community to help connect new homeowners with professionals that will help them maintain their home (gardeners, plumbers, electricians, home repair, etc.)

– Keep in touch through personal emails– Referral Program: $500 referral bonus

for clients that refer new business

Silvano Realty: Video

Questions?

Silvano RealtyWe’ll Keep Working Even After the Sale