Page 1

MARKETING PROPOSAL

COMMUNITIES OF EXCELLENCE

Presented Exclusively for

Darryl Berger, Jr., Jill Brooks & Julie Thorley by DLP Marketing


CONTENTS PURPOSE _________________________________________________________________________ 1 MULTI-FAMILY MARKETING RESEARCH __________________________________________________ 2 BB LIVING AT VISTANCIA MARKET RESEARCH _____________________________________________ 4 STRATEGY & BUDGET OPTIONS _______________________________________________________ 16 DLP MARKETING TEAM _____________________________________________________________ 17 COMPANY INFORMATION ___________________________________________________________ 17 MULTI-FAMILY HOUSING REFERENCES _________________________________________________ 18


BB LIVING AT VISTANCIA MARKETING PLAN PURPOSE At DLP: We know marketing. We know real estate. We have an innovative approach and know how to position your community for maximum exposure. We will collaboratively create the marketing strategy for BB Living of Vistancia for top of mind awareness to become the most desirable community of choice for people who are looking for a long-term lease in Vistancia, Peoria and Arizona. We will facilitate in creating the strategy as well as the executing the implementation. The strategy will be comprised of both traditional and digital marketing strategies that will optimize the position of BB Living at Vistancia and capture qualified leads to be converted into longterm leases. We will be educating and raising awareness in Peoria and Vistancia about the benefits of: ‘Luxury Single Family Rental Communities’. The strategy will consistently drive traffic to the community. Ultimately this well-executed marketing strategy will maximize exposure to result in income through home leases and occupancy.

Page 1


BB LIVING AT VISTANCIA MARKETING PLAN MULTI-FAMILY MARKETING RESEARCH Peoria growth is trending in the right direction. In September 2016 alone there were 144 permits pulled for SF homes and this year there have been 1,197 SF permits pulled to date. Five years ago this number was only 430 SF permits which is exponential growth. The single family months of supply in Peoria is only 2.5 months. As of October 1st there were 832 active listings, 261 pending, and 275 sold homes in Peoria. ‘Demand for rental homes remains strong in the Phoenix area. Monthly rents are up and the supply of rental homes is down across Phoenix, according to Cromford Report economist and housing expert Michael Orr.’ According to Orr in an article published by the Phoenix Business Journal, August 2015 the average monthly rent of a single-family home is $1,548 up from $1,418 in 2014. As of October 2016 in MLS there are 3,756 single-family homes available for rent. Of those, there are 24 currently under contract at the average rent of $2,450 at a price per square foot of $0.97. Economist Elliott D. Pollack & Co. wrote in June 2016 that our state employment would increase 3.4% 2016 and predict a 3.6% increase for 2017. This is postive because as people relocate to Arizona they will need temporary and permenant housing. Pollack also wrote that, ‘Apartments are [also] expectd to stay strong with permits staying in the 7,000 unit range each year and absorption staying in the 6,000-7,000 unit range. The result is that vacancy rates will remain low for the forcast period.’ See Elliott D. Pollack & Co exhibit below.

Page 2


BB LIVING AT VISTANCIA MARKETING PLAN The average price per square foot at BB Living is one cent less than the average single family home currently under contract with four of the floor plans significantly less than the average rent prices.

Page 3

Style

SQFT

Lease

PPSQFT

Territorial Ranch 1

1,541

$

1,475

$

0.96

Territorial Ranch 2

1,596

$

1,395

$

0.87

Spanish Mission 1

1,562

$

1,425

$

0.91

Spanish Mission 2

1,600

$

1,395

$

0.87

Monterey 1

1,542

$

1,475

$

0.96

Monterey 2

1,597

$

1,425

$

0.89


BB LIVING AT VISTANCIA MARKETING PLAN BB LIVING AT VISTANCIA MARKET RESEARCH One of the most important areas to to be visible is with search engine inquiries for any relevant keyword combinations, here are just six keywords: townhomes, rentals, Peoria, 85383, homes, Vistancia. As you can see below, our research shows that current visibilty for the site is virtually nonexistent for several of the most common keyword phrases. The good news is there is visibility for the keyword phrase, rental properties in Vistancia. However, when searching the tag line for the community, Luxury Single Family Rental Communities, the website is not a result on the first page. Currently, there are between 100 to 1,000 searches related to rentals in Peoria each month. It is critical to show up for these searches. We do not have to pay to show up for the searches, only if someone is interested and clicks on the ad – which will land them on the www.RentVistancia.com site.

Page 4


BB LIVING AT VISTANCIA MARKETING PLAN

Page 5


BB LIVING AT VISTANCIA MARKETING PLAN

Page 6


BB LIVING AT VISTANCIA MARKETING PLAN

Page 7


BB LIVING AT VISTANCIA MARKETING PLAN

Page 8


BB LIVING AT VISTANCIA MARKETING PLAN

Page 9


BB LIVING AT VISTANCIA MARKETING PLAN According to contently.com, millennials, generation x and baby boomers spend significant amounts of time consuming online content (20+ hours per week). We want to utilize this data to connect with our target demographic of men and women age 25-55, to engage with them and get them to dream about their future in a stunning new townhome. To dream and know that it is a reality and they can upsize from an apartment or relocate to the Valley and have a beautiful place to call home.

Page 10


BB LIVING AT VISTANCIA MARKETING PLAN Of the social media platforms we will want to target potential leasees on Facebook since that is by far the most widely utilized social media platform. However, we can increase our efforts by utilizing similar messaging to twitter as well.

Source: ‘How Millennials, Gen Xers, and Boomers Consume Content Differently’ https://contently.com/strategist/2015/05/19/infographic-how-millennials-gen-xers-and-boomers-consumecontent-differently/

Page 11


BB LIVING AT VISTANCIA MARKETING PLAN A successful digital strategy needs to be easy for the prospect to navigate. The RentVistancia.com site is asthetically appealing and has all of the pertenant information, however, if a potential applicant were to click on the Facebook button at the bottom of the homepage, they end up at the general BB Living Facebook page. In order to effectively create and run Facebook ads to drive traffic to the website and get applications it will be necessary to have socia media that is specific to the community.

Page 12


BB LIVING AT VISTANCIA MARKETING PLAN The twitter icon at the bottom of the website leads to the Higley Homes twitter page. This might be confusing to potential clients so we would be better to remove the twitter icon on the website entirely or we could create a twitter page for BB Living of Vistancia since there will always be the need to get people engaged with an ongoing community and potential vacancies.

Page 13


BB LIVING AT VISTANCIA MARKETING PLAN Direct mail marketing is an important component of any campaign strategy. We can target the area around the community with a program from the USPS called EDDM (every door direct mail). Utilizing this program we can blanket every home in a route, designated by the USPS, the postage is just $0.176 per door versus presort postage of approximately $0.29 per door. Another benefit is that we can see demographics like income level and age range of the area we select. This can be beneficial to heighten awareness of the project and get referrals. The below is the area where the community is located and the mailing would go to 688 homes with average income of $105k.

However, primarily we should focus on mailings to apartment buildings in Peoria, Surprise and Glendale. Within our target demographic of potential resident ages 25-50 with income of $50k plus that are currently in apartment rentals, there are 3,830 total units we can mail to in the tri-city area. In Peoria alone there are 1,008 units that fit our target demographic. When we begin a direct mail marketing campaign it is critical that we consistently touch the target at a minimum of four monthly mailings. Initially, because we will have several units available shortly we could do the first mailing with only two weeks between the series to educate and heighten awareness.

Page 14


BB LIVING AT VISTANCIA MARKETING PLAN

Page 15


BB LIVING AT VISTANCIA MARKETING PLAN STRATEGY & BUDGET OPTIONS You have many options for your marketing budget depending on the number of impressions you would like to make. We recommend layering marketing in order to be present for the greatest number of potential renters. The most influential mediums to create traffic for this community are digital marketing with Google Adwords, social media and targeted direct mail.

We suggest getting started with Google Adwords, social media specific to BB Living at Vistancia and the targeted direct mail immediately to drive traffic to your newly completed units. The budget is up to you, commencing and consistency are the keys to success. We recommend a six month campaign to twelve month campaign. Feedback is important, however, we have tracking for Adwords and Facebook. We will also have tracking with texting offers that we highly recommend on the direct mail series. Ultimately we will collaborate with you to provide a marketing strategy that has the right coverage for the right results.

Page 16


BB LIVING AT VISTANCIA MARKETING PLAN DLP MARKETING TEAM

COMPANY INFORMATION DLP Marketing 11445 E Via Linda Suite 2-109 480-460-0996 www.DLPmarketing.com

Page 17


BB LIVING AT VISTANCIA MARKETING PLAN MULTI-FAMILY HOUSING REFERENCES Hudd Hassell | President, Bela Flor | Bella Victoria Communities

huddh@mac.com | 602-525-0000

Mark Brower | President, Brower Property Management

mark@markrent.com | 480-336-2556

Page 18

BB Living of Vistancia Marketing Proposal  

Real Estate

Read more
Read more
Similar to
Popular now
Just for you