PROJECT MARKETING PROPOSAL For 585 Derrimut Road Tarneit
‘The boutique approach’ © 2022 Designed and produced by Latitude Real Estate Pty Ltd.
OUR ‘BOUTIQUE’ APPROACH
Directors Adam Dobie, George Papadopoullos, James Hand and Bob Hand (left to right).
A PERSONAL APPROACH The biggest point of difference when dealing with Latitude is our personal approach, each of the directors is with you every step of the way to ensure the best possible outcome is achieved. Support will be provided by key stakeholders of the business with George, James and Bob assisting the estate managers on Krystal Tarneit. Each member will carry out key tasks such as selling, managing the database and reviewing the estate from the sales floor perspective to provide key feedback.
OUR OBJECTIVE We are committed to never having a conflicting project in the same suburb. We have built our business on this philosophy, and it has proven to be successful. We have no intention of being the biggest project marketing company within our industry, our motivation is to achieve the best result on each project. A limit is set to the number of projects that we take on as a business, this ensures our vendors receive the best possible support from the directors. This also provides the advantage of any new idea remaining on your project, with no conflicts of interest any incentive produced will remain unique to you.
We aim to successfully represent the project on behalf of the its investors, establishing key relationships while maintaining a high rate of return per townhouse and a consistent sales rate. This is achieved by: creating unique customer experiences, conveying the quality of the estate through its branding, and using existing databases. We have a proven track record in achieving superior results with our projects through unique ideas and commitment. We have accomplished some of the best sales rates and returns compared to our competition.
Artist Impressions of a range of estates project marketed by Latitude Real Estate.
KRYSTAL TARNEIT All collateral was produced in house by Latitude Real Estate and will again be used if we’re appointed as the exclusive agent for retail sales. Latitude Real Estate have also been responsible for managing all enquiry and databasing for this project. With a current database total of 390, we collected qualitative data through our ‘Get to know you’ system and have worked to keep them interested in the upcoming development. We still believe that there are sales to be made in this database. We also offer an existing database from now completed projects in the Western Suburbs with over 20,000 leads.
WHAT IS REQUIRED IN ORDER TO LAUNCH THIS PROJECT? •
Reinstatement of the Media Campaign to produce leads: $5,000 per calendar month (covers campaign management with the balance of spend going towards Search & Social)
From our interactions with the new enquiry obtained, we are confident that the location and attributes of this project are unique enough to result in great sales success.
STAFF We currently have one of the industries most experienced Estate Managers on this project, managing all enquiry. Gary Gunduz has multiple years of experience in land, off the plan builds and finance, all of which are required to successfully sell a project like this.
PROJECT LAUNCH STRATEGY Latitude Real Estate are ready to continue promoting this project. Once the campaign is live again, we’d aim to build a database of 1,000. From there, we will present a detailed launch strategy for this project, with the intention of maximising return and building up as much demand as possible.
MARKETING ASSETS •
Brand logo
•
Project Brochure (click to view)
•
A3 presentation flipbook (click to view)
•
Individual Product Flyers (see flipbook)
•
Stage Plan (see brochure)
•
Location Map (right)
•
Masterplan (see brochure)
•
Project Website & Lead Capture (click to view)
•
EDM Template with automated response from the CRM, sending each enquiry the masterplan, brochure and townhouse plans (click to view)
•
REA Listing + Assets
•
Complete digital campaign along with assets and arrangement of booking – Google – Social – Openlot
•
Erection of the on-site boards to draw enquiry. Design has been completed, install required (to be re-quoted)
•
Meet with Langdon Homes and reaffirm their appointment. Confirm prices for builds.
•
Includes copy and all design elements
•
Produce land contracts
•
•
Launch Project with established and new database
Preparation for print setup for all collateral
•
Site board design (click to view) and install quotes
TOWNHOUSES COMING SOON
585 Derrimut Road, Tarneit
Call 0427 968 508 W W W. K R Y S TA LTA R N E I T. C O M . A U TM
Creative assets designed by Latitude Real Estate’s internal marketing team.
DATABASING, PROCESSES & REACH HOW QUICKLY DO WE RESPOND TO AN ENQUIRY? The client will receive an automated e-mail from our CRM upon registration, this will provide a welcoming message, the brochure and current release plan. This allows our agents to sell, even if they’re not available at that particular moment. All sales staff have an expectation to immediately respond to enquiry where possible and to treat this KPI as one of the highest priorities.
HOW DO WE ‘QUALITY CONTROL’ OUR SALES TEAM? •
Directly compare CRM logged calls to actual phone logged calls monthly
•
Clock in clock out system
•
Weekly CRM reports on KPI
•
Sales KPI
•
Conversion KPI
•
Directors are actively on site
•
Thorough history checks
•
Ongoing internal and external training
•
Wellness training – Dietician consultations – Personal training education – Basic finance mentoring – Online counselling offered
LIVE CHAT
SITE OFFICE
Live Chat has been implemented across all of our sites and while our Estate Managers are active, they log into the platform and answer questions sent through on the website. This is one of the greatest qualitative lead generation sources that we have found.
Not yet required, we have determined that there is enough interest currently from the online campaign. If this does change, one can be dropped on site for $1,500 per calendar month and staffing hours will be between 11 am & 5 pm.
EDM STAKEHOLDER STRATEGIES Latitude have always produced our own EDM’s to all external stakeholders, not only making it more cost effective for the client, but also allowing us to be nimble, execute sales strategies more effectively and ensure the overall intent of each correspondence is purposeful.
LINKED IN Latitude has great reach with over 5,000 industry relevant connections. We regularly post & promote our estates with positive outcomes and awareness.
REPORTING PROVIDED Weekly Sales report: •
Deposits
•
Sales
•
Prospects
•
Enquiry breakdown
•
Commentary around performance from Directors
•
Commentary from the Estate Manager
INTERNAL GRAPHIC DESIGN & MARKETING COORDINATION TEAM To support your project, we will commit our internal team to recreating all project assets free of charge. Strong presentation and well executed collateral are required when marketing a project of this nature.
Weekly Enquiry Report: •
Enquiry Breakdown
•
Commentary around enquiry
•
‘Get to know you’ breakdown (specific questions asked of each lead)
Quarterly Enquiry Report Local market analysis Bespoke Reporting •
We can adjust or create reports to suit your needs.
CRM
MEETINGS
State of the art CRM which captures all necessary data, ensures the sales agent is responding to all enquiry with diligence and making sales effectively.
Weekly meetings to be conducted at a place of your choosing with our core team.
PROJECT TARGET ADVERTISING & RESEARCH
MEDIA AGENCIES Latitude will meet with the marketing/ media booking agencies fortnightly to discuss outcomes, tweak campaigns and suggest alterations to ensure the productivity of the campaign. Until recently, Media Plus was active on this project and the campaign was performing exceptionally well.
SEARCH AND SOCIAL (if applicable)
‘Google AdWord’ key search list to be provided by Latitude Real Estate, engagement of a media booking agent required.
DIGITAL MEDIA
Social to be targeting through a company named ‘Experian’ with incomes, location, family status, age and more added into the appearance criteria for the ads to ensure qualitative farming of leads.
We have extensive experience with digital media and pride ourselves on researching and adopting the best options for our clients, focusing not only on cost, but leads returned and conversion.
Clients we have previously sold on other projects will have their ‘traits’ entered into the system so we can mimic the type of buyer and increase the odds of advertising to a relevant party.
WHO IS ‘EXPERIAN’? Experian is a multinational consumer credit reporting company. Experian collects and aggregates information on over one billion people and businesses and has the ability through ‘Mosaic’ to target certain consumers who match your parameters, excluding those who don’t.
REA Latitude to list each property on REA at no charge.
Bob and James Hand look over the touch screen masterplan at Austin Lara.
STRATEGIC SALES SUPPORT
PROJECT TIMELINE & SETUP
CAMPAIGN SUGGESTIONS
RELEASE STRATEGY
We are experienced in every aspect of residential project setup, from liaising with key partners such as engineers and project managers, to working with advertising agencies in order to meet key deadlines and release dates.
We are experts when it comes to digital campaigns, managing adjustments, advising on creative and understand what collateral to use and when.
Through years of experience, we have become familiar with effective release strategies no matter the market conditions and pride ourselves on the results achieved.
Images of our builders breakfast day at Austin Lara.
LATITUDE FEE Latitude Real Estate respectfully requests the exclusive authority to market this project with a fee of 2.5% + GST per package sold. Broken down as follows: Land Commission payable upon settlement of the land component Build •
50% payable upon unconditional contract and full deposit payment
•
50% payable at completion of slab
Please note: Latitude have an existing heads of agreement with the builder on this project detailing these terms.
INDUSTRY TESTIMONIALS Austin Land (click to view) Kataland (click to view) Openlot (click to view) PPM Group (click to view) Synergy Living (click to view)
Thank you for considering Latitude Real Estate as a key member of your project team.
Our directors Adam Dobie, George Papadopoullos and James Hand.
How we monitor response times:
PARAMETERS - KRYSTAL TARNEIT Start Date 30 May 2022
End Date
Sales Consultant
5 Jun 2022
Gary Gunduz
Notes Created by Date Estate Name
Note Created Date
Krystal Tarneit
# Notes
05-Jun-2022
6
31-May-2022
1
Total
7
Notes Created by Type and Date Estate Name Krystal Tarneit
Note Type
Note Created Date
# Notes
Call - Outbound
7
Total
7
Notes Created by Sales Rep, by Type, by Date Estate Name Krystal Tarneit
Note Author
Note Type
Note Created Date
# Notes
Gary Gunduz
7
AVG Sales Rep Response Time by Estate Estate
# Enquiries with Response
Krystal Tarneit
Average Response Time (Hours)
3
1.79
AVG Sales Rep Response Time by Date Estate Krystal Tarneit
Enquiry Date
# Enquiries with Response
AVG Response Time (Hours)
Sunday, 5 June 2022
2
0.20
Tuesday, 31 May 2022
1
4.97
Enquiry List with Reponse Note from Sales Rep Contact Name
Enquiry Date
Estate
First Note Created Date
First Note Response Time (Hours)
Mark O'Connell
6/5/2022 12:12:59 PM Krystal Tarneit
6/5/2022 12:35:10 PM
0.38
Nitin Patel
6/5/2022 11:27:49 AM Krystal Tarneit
6/5/2022 11:28:35 AM
0.02
Sidhu Kotte
5/31/2022 8:11:16 AM Krystal Tarneit
5/31/2022 1:09:44 PM
4.97
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How we monitor data collection from newly acquired leads:
Group: Krystal Tarneit Contact Lead Name URL
Group Name
Group Status
Sales Rep
Contact Group Created Date
Question Label
Answer
Runway Ekta Sharma Link
Krystal Tarneit
Bad Data
Gary Gunduz
18/05/2022
Where did you hear about us?
When are you looking to purchase? What type of property are you interested in?
Townhouse
What type of buyer are you?
Investor
Number of car spaces Number of bedrooms Enquiry source
Online
Do you have a broker?
No
Budget? Runway Kireeti Karishma Link Karan
Runway Sahil Jaidka Link
Runway Sai Kishore Link
Runway Veeramani Link Ramakrishnan
2 of 2
Krystal Tarneit
Krystal Tarneit
Krystal Tarneit
Krystal Tarneit
Cool
Warm
Cool
Warm
Gary Gunduz
Gary Gunduz
Gary Gunduz
Gary Gunduz
20/05/2022
21/05/2022
22/05/2022
18/05/2022
Where did you hear about us?
realestate.com.au
When are you looking to purchase?
3-5 Months
What type of property are you interested in?
Townhouse
What type of buyer are you?
Investor
Number of car spaces
2
Number of bedrooms
3
Enquiry source
Online
Do you have a broker?
Yes
Budget?
$550,000 - $599,000
Where did you hear about us?
Signage
When are you looking to purchase?
6 - 8 Months
What type of property are you interested in?
Townhouse
What type of buyer are you?
First Home Owner
Number of car spaces
2
Number of bedrooms
3
Enquiry source
Online
Do you have a broker?
Yes
Budget?
$450,000 - $499,000
Where did you hear about us?
realestate.com.au
When are you looking to purchase?
0-2 Months
What type of property are you interested in?
Land+House and Land
What type of buyer are you?
First Home Owner
Number of car spaces
2
Number of bedrooms
3+4
Enquiry source
Online
Do you have a broker?
Yes
Budget?
$600,000 - $649,000
Where did you hear about us?
realestate.com.au
When are you looking to purchase?
6 - 8 Months
What type of property are you interested in?
Townhouse
What type of buyer are you?
Investor
Number of car spaces
2
Number of bedrooms
3
Enquiry source
Online
Do you have a broker?
Yes
Budget?
$450,000 - $499,000
Captured buyer data allows us to understand who is buying in our community and make educated decisions on marketing spend, areas to target geographically and conversion rates
BUYERS (QUARTERLY) - PARAMETERS - SPRINGRIDGE Start Date
End Date
Sales Consultant
1 Sep 2021
30 Nov 2021
John Pickham
SALES Subject to Finance
Unconditional
0
68
ENQUIRY SUBURBS (BUYERS) - QUARTERLY City
# Contacts
% of Total
CRAIGIEBURN
4
22.2%
WOLLERT
3
16.7%
EPPING
3
16.7%
WALLAN
2
11.1%
THOMASTOWN
1
5.6%
SYDNEY
1
5.6%
KALKALLO
1
5.6%
GRIFFITH
1
5.6%
MICKLEHAM
1
5.6%
SOUTH MORANG
1
5.6%
Total
18
ENQUIRY REGIONS (BUYERS) - QUARTERLY State
# Contacts
% of Total
VIC
64
97.0%
NSW
2
3.0%
Total
66
Buyer Type
# Contacts
%
First Home Owner
8
13.3%
Investor
24
Second Home Owner
28
Total
60
Where Did You Hear About Us
# Contacts
%
Client Referral
17
28.8%
40.0%
8
13.6%
46.7%
28
47.5%
Openlot
2
3.4%
realestate.com.au
1
1.7%
Signage
3
5.1%
Total
59
Our active survey efforts when speaking with each new enquiry result in a detailed database ENQUIRIES (QUARTERLY) - PARAMETERS - SPRINGRIDGE Start Date
End Date
Sales Consultant
1 Sep 2021
30 Nov 2021
John Pickham
CONVERSION RATE (QUARTERLY) Month Name
Total Enquiries
Total Sales
Enquiries to Sale
September
274
22
8.03%
October
239
35
14.64%
November
129
11
8.53%
Total
642
68
10.59%
DATABASE TOTAL
4546
ENQUIRY SUBURBS (QUARTERLY) City
# Contacts
% of Total
CRAIGIEBURN
25
17.12%
MICKLEHAM
18
12.33%
WOLLERT
15
10.27%
KALKALLO
8
5.48%
EPPING
7
4.79%
SOUTH MORANG
7
4.79%
DOREEN
7
4.79%
WALLAN
6
4.11%
TARNEIT
4
2.74%
ST ALBANS
3
2.05%
MERNDA
3
2.05%
CRANBOURNE
3
2.05%
ROXBURGH PARK
2
1.37%
CLYDE
3
2.05%
DONNYBROOK
3
2.05%
SYDNEY
2
1.37%
TRUGANINA
2
1.37%
KILMORE
2
1.37%
LALOR
2
1.37%
GREENVALE
2
1.37%
MILL PARK
2
1.37%
LYNDHURST
1
0.68%
TUGGERANONG
1
0.68%
1 of 8
WERRIBEE
1
0.68%
MELTON SOUTH
1
0.68%
KIALLA
1
0.68%
CAROLINE SPRINGS
1
0.68%
HIDDEN VALLEY
1
0.68%
POINT COOK
1
0.68%
BEVERIDGE
1
0.68%
FAWKNER
1
0.68%
NOBLE PARK
1
0.68%
MEADOW HEIGHTS
1
0.68%
AINTREE
1
0.68%
SOUTHBANK
1
0.68%
BERWICK
1
0.68%
RINGWOOD
1
0.68%
MONTMORENCY
1
0.68%
WODONGA
1
0.68%
BUNDOORA
1
0.68%
Dubbo
1
0.68%
Total
146
ENQUIRY REGIONS (QUARTERLY) State
# Contacts
% of Total
592
98.83%
NSW
3
0.50%
Victoria
2
0.33%
ACT
1
0.17%
QLD
1
0.17%
Total
599
VIC
BUILDER REFERRALS (QUARTERLY) # Enquiries
Sales Rep
Enquiry Source
# Contacts
%
Online
576
93.5%
Phone
36
Uncontactable Walk in Total
3 of 8
# Contacts
%
Builder Referral
3
0.6%
5.8%
Client Referral
50
10.6%
2
0.3%
External Agent
1
0.2%
2
0.3%
112
23.8%
180
38.3%
Openlot
90
19.1%
Other
1
0.2%
Realestate.com.au
21
4.5%
Signage
12
2.6%
Total
470
616
Where did you hear about us?
Buyer Type
# Contacts
%
# Contacts
%
Downsizer
3
0.7%
When are you looking to purchase 0 - 2 Months
177
41.9%
First Home Owner
86
20.4%
12+ Months
107
25.4%
Investor
209
49.5%
3 - 5 Months
38
9.0%
Second Home Owner
124
29.4%
6 - 8 Months
6
1.4%
Total
422
9 - 11 Months
90
21.3%
Immediately
4
0.9%
Total
Land Budget
# Contacts
%
$201,000 - $250,000
82
18.8%
$250,000 - $300,000
242
$300,000 - $350,000 $350,000 - $400,000
# Contacts
%
18 - 24
4
0.9%
55.5%
25 - 34
177
41.5%
76
17.4%
35 - 44
192
45.0%
17
3.9%
45 - 54
52
12.2%
$400,000 - $450,000
13
3.0%
55 - 64
2
0.5%
$450,000 - $500,000
3
0.7%
Total
$500,000 +
3
0.7%
Total
4 of 8
436
What age range are you in
422
427
Do you have a Broker
# Contacts
%
No
181
53.1%
Yes
160
46.9%
Total
341
What type of property are you interested in
# Contacts
%
8
1.8%
Land
247
57.0%
Land+House and Land
178
41.1%
Total
433
House and Land
5 of 8
Preferred method of contact
Lot or block size
# Contacts
%
250m2 - 400m2
110
25.6%
400m2 - 500m2
206
48.0%
500m2 - 600m2
61
14.2%
600m2 - 700m2
12
2.8%
700m2 - 800m2
4
0.9%
800m2+
36
8.4%
Total
429
6 of 8
# Contacts
%
153
34.7%
Phone
288
65.3%
Total
441
What price range are you considering for your House & Land
What builder company referred you
# Contacts
%
Henley
1
50.0%
Skylark Rise
1
50.0%
Total
2
7 of 8
# Contacts
%
$200,001 - $250,000
1
0.5%
$400,001 - $450,000
1
0.5%
$500,001 - $550,000
12
6.3%
$550,001 - $600,000
36
18.9%
$550,001 - $600,000+$600,001 $650,000
2
1.1%
$600,001 - $650,000
91
47.9%
$600,001 - $650,000+$650,001 $700,000
2
1.1%
$650,001 - $700,000
26
13.7%
$700,001+
19
10.0%
Total
190
Are you interested in a House & Land package
# Contacts
%
No
244
56.2%
Yes
190
43.8%
Total
434
Source
Mon
Tue
Wed
Thu
Fri
Sat
Sun
Total
Online
92
67
59
79
130
83
68
578
Phone
5
4
5
6
3
5
8
36
Uncontactable
0
0
1
0
0
0
1
2
Walk in
0
0
0
0
0
1
1
2
8 of 8
THANK YOU
‘The boutique approach’ © 2022 Designed and produced by Latitude Real Estate Pty Ltd.