The Marketing Guide

THE MARKETING GUIDE The original & still No.1 An overview about marketing your tourism property

property for sale

resortbrokers.com.au 1

“The importance of a powerful, well-formulated and wide-reaching marketing campaign cannot be under-estimated. It is by far the most effective tool available when looking to maximise the value of your property” The original & still No.1

CONTENTS

IAN CROOKS - MANAGING DIRECTOR

04 RESORT BROKERS AUSTRALIA - BACKGROUND 05 THE IMPORTANCE OF MARKETING 07 AN INTERGRATED APPROACH 08 PRESS 10 ONLINE 16 THE RESORT BROKERS INFORMER 18 INVESTMENT SUMMARIES 19 PR 20 WORD OF MOUTH 21 VIDEOS 22 PRESENTING YOUR PROPERTY FOR MARKET 23 THE IMPORTANCE OF GOOD PHOTOGRAPHY 24 SIGNAGE 25 ADVERTISING PACKAGES 26 PAYMENT AUTHORITY resortbrokers.com.au resortbrokers.com.au 33

The original & still No.1

RESORT BROKERS AUSTRALIA - BACKGROUND

“you never get a second chance to make a first impression”

Established over 25 years ago, Resort Brokers Australia was the first real estate agency to specialise in the sale and marketing of Management Rights, Motels, Resorts and Caravan Parks.

Our team’s professional experience spans over three decades of market changes and industry advances. One constant factor in our success over the years has been our dedication to the importance of marketing.

At Resort Brokers we firmly believe that it is our duty to ensure that our clients receive the best possible advice on how to market their property. To diminish its significance as if it was unimportant, is to do our clients a huge disservice.

This guide aims to provide an explanation as to why we believe marketing to be so vital and an understanding of the various mediums that it takes.

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The original & still No.1

THE IMPORTANCE OF MARKETING

“we refuse to mis-market your property and apologise later” We could babble on about this for hours....it’s one of favourite points of discussion! Don’t worry...we’ll keep it short. Here are a few points to consider.

1. You’re best chance of selling is in the first few weeks of listing your property for sale - After the initial spark when a property first comes onto the market, enthusiasm can quickly trail off. It is critical to get many as buyers as possible excited about your property from the outset. Don’t make the mistake of marketing in drips and drabs months later when things don’t look so good.

Maximum impact from the beginning will lead to the best possible sale price.

2. Increased exposure leads to an increased perception of value - Is Perrier more expensive to produce than the water from your tap?

Of course it’s not; but it definitely sells for a lot more! Research proves the same with properties; the more your property is seen, the more people will think it is worth. Buyers look for and respond to well marketed assets as they believe them to be valuable and worth marketing in the first place

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The original & still No.1

THE IMPORTANCE OF MARKETING

“you can’t sell a secret” 3. A carefully planned marketing campaign can easily lead to an increase in sale price many times your initial investment - Think about it. If you spend $1000 on advertising, the worst case scenario is that you don’t attract any interest and perhaps have to rethink your sale price. If you don’t spend that $1000 on advertising, the worst case scenario is that you only attract 1 buyer, end up accepting an average offer and lose out on a higher sale price.

SALE PRICE COMMISSION ADVERTISING NETT FIGURE

AGENT A $1,000,000 $30,000 $0 $970,000

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RESORT BROKERS $1,065,000 $40,000 $5,000 $1,020,000

The original & still No.1

AN INTEGRATED APPROACH

“we aren’t looking for a buyer, we’re looking for the best buyer” The internet currently accounts for 38% of our enquiry, with 27% coming from press advertising, 21% from repeat clientèle/ database and 14% from our Informer Magazine. Interestingly, a large proportion of our internet enquiry comes from people who have seen an ad in the paper or our magazine, and then checked the property on-line. Print is still key; if you discount it, you exclude your property from half the market!

To maximise your sale price, we need to find the best buyer there is. To ensure we have done this we need to cover all bases when it comes to advertising.

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The original & still No.1

PRESS

“it’s amazing how many life changing decisions are made whilst reading the morning paper�

People are still, and we believe will be for many years to come, most comfortable with newspaper advertising. After all, it comes in a familiar format and can be digested with a croissant and a coffee.

It never ceases to amaze us at Resort Brokers how much a catchy newspaper campaign can increase interest in a property. It is perhaps the best opportunity to distinguish your property from the others on the market. It signifies that you are proud of your property and are ready to sell!

With so many options and regular price changes we prefer to supply bespoke advertising schedules put together by our specialist advertising agency. This means you get a campaign that is made specially for your property with your target audience in mind. This service is free of charge.

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The original & still No.1

EXAMPLES OF PRESS ADS

ICONIC BUNDERBERG MOTEL

GOLD COAST PERM. MANAGEMENT RIGHTS - $284,000 NET 20% RTN High and consistent income, easily manageable for a couple. Beautiful stand-alone manager’s villa with an option to purchase or rent.

New 25 year term. Price - $1,435m Alex Cook 0467 600 610 I alexcook@resortbrokers.com.au LH001514

œ +/ mfal egl]d dg[Yl]\ gf l`] klYf\ af Yf YZkgdml]dq hjae] dg[Ylagf œ :madl gf Y ,$(./e* kal] l`] egl]d$ oal` Y dalld] dgnaf_ [Yj]$ ak j]Y\q to explode back to life œ Lgofknadd] ]fbgqk ]p[]hlagfYd g[[mhYf[a]k \m] lg l`] _gn]jfe]fl$ military and mining industries, making it a booming regional city

CLAYFIELD MANAGEMENT RIGHTS - NO REQUIREMENT TO LIVE ON SITE 20 yearterm. 22 of 27 units are short term corp letting. A recent massive increase in business should show much increased returns.

A great buy at $899,500 Net $131,920 (year to March11) Neville Littleton 0407 727 194 | nevillelittleton@resortbrokers.com.au LH001514

For Sale by Expressions of Interest Closing Friday 2011

Ian Crooks (,)) )/) .,0 Chris Rowe (,(0 **- **(

resortbrokers.com.au

LEASEHOLD MOTEL $1.5m - 33 FOUR STAR UNITS, 20 yr LEASE No restaurant, located in popular coastal city. Net 2011 after rent and all H[SHQVHV 0DJQLŊFHQW PRWHO SUHVHQWV DV QHZ with 3 bed 2 bath owner’s residence.

Len Booth 0438 139 422 | lenbooth@resortbrokers.com.au LH001514 resortbrokers.com.au

ABSOLUTE WATERFRONT IN NOOSA E=D:GMJF= % K9L J=9<=JK@AH % 0-1$(((

GOLD COAST - SAT READERSHIP - 155,000

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NATIONWIDE - THURS READERSHIP - 255,000

For Sale by Expressions of Interest Ian Crooks (,)) )/) .,0 Closing Friday 2011 Chris Rowe (,(0 **- **(

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The original & still No.1

ONLINE

“Internet advertising will not replace traditional media, it will compliment it” By far the most prevalent marketing medium in today’s computer driven society is the internet. The array of options available to a vendor (and indeed a buyer) can be quite dazzling.

Most good agencies, including ourselves, will provide their vendors with access to a number of external property search sites as well as their own site. However, without a good insight of how to enhance your property’s exposure on the internet, it is very easy to quickly become lost amongst the numerous other properties on the market.

This section aims to outline how we at Resort Brokers have developed our own site to increase the amount of relevant visitors to our site, and the experience that they have when they do. It also provides suggestions as to how to make your property stand out from others on the internet.

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The original & still No.1

OUR WEBSITE - YOUR LISTING

“the context in which an ad is served ak bmkl Yk aehgjlYfl Yk l`] Y\ alk]d^ ½ A well-presented web ad is a golden opportunity to put your property up in lights for all to see. We strive to make all our clients’ ads as attractive, accessible and informative as possible. For a start, this means using high quality and well-taken photos. We provide punchy but detailed information to ensure buyers only enquire about properties that suit them best. The process for receiving further information on a property could not be simpler...type in a few details and a buyer will have a detailed summary instantly, shortly followed by a call from one of our sales team.

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The original & still No.1

OUR E-NEWSLETTER

“be interesting... or be invisible” Over the years we have developed a database of over 15,000 people.

This is constantly updated and refined to ensure it is as relevant and up-to-date as possible. On a monthly basis we email our database an informative e-newsletter. It’s interesting, content driven nature means that a surprising amount of people actually open and read it. Included af ]Y[` ]%f]okd]ll]j Yj] gmj , lgh ^]Ylmj]\ hjgh]jla]k& Kh]Yc lg qgmj agent about marketing in this space!

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The original & still No.1

PROPERTY ALERTS

“you won’t have issues if you have got a subscription” ‘Property Alerts’ is a bespoke computer programme that is completely unique to Resort Brokers. On a daily basis, it checks all new listings against our entire registered buyers database. If a new property matches a buyers requirements, the agent is notified and the buyer is sent an email shortly followed by a phone call. This means that when potential vendors employ Resort Brokers Australia lg k]dd l`]aj hjgh]jlq$ l`]q Yj] fgl bmkl daklaf_ oal` ) dg[Yd Y_]fl$ Zml listing with a network of 20 agents nationwide! Your property will Z] `a_`da_`l]\ lg Ydd g^ J]kgjl :jgc]jk Zmq]jk$ fgl bmkl l`gk] g^ qgmj agent. No other agency can offer this!

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The original & still No.1

EXTERNAL SITES

“advertising is unnecessary... unless you want to make money” In addition to the various unique methods of marketing already mentioned, Resort Brokers will of course provide vendors with access to a variety of external sites free of charge. These include: j]YdZmkaf]kk]k&[ge&Ym j]Yd[gee]j[aYd&[ge&Ym l`]hjgh]jlqeYfY_]j&[ge&Ym `ge]`gmf\&[ge&Ym [gee]j[aYdj]Yd]klYl]&[ge&Ym \geYafZmkaf]kk&[ge&Ym

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The original & still No.1

SOCIAL MEDIA

“Social media is like a snowball rolling down the hill. It’s picking up speed. Five years from now, it’s going to be the standard.”

Don’t get us wrong, at this moment in time we don’t think that posting your listing on social media sites like facebook, twitter and you tube is necessarily the best method of promoting the sale of your tourism property. However, we believe its is our responsibility to give your property the best exposure possible in all marketing mediums available. You never know who or where your buyer will come from?

The good news - Resort Brokers Australia is happy to place your listing on all social networking sites free of charge.

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The original & still No.1

THE RESORT BROKERS’ INFORMER

“an average of four people read one copy of a magazine” No.1

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No. 61 | May 2011

2011

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Digging for accommodation gold - our pick of the business and investment ‘hotspots’

.com

.au

resortbrokers.com.au

First published in March 2002, The Resort Brokers Informer has grown to become one of Australia’s leading tourism and business publications.

Published on a bi-monthly basis, The Informer reaches an extensive [aj[mdYlagf g^ **$(/( kmZk[jaZ]jk [gehd]l]dq ^j]] g^ [`Yj_] .$/-( hjafl \]dan]j]\ naY 9mkljYdaY Hgkl Yf\ )-$+*( H<> \]dan]j]\ electronically).

The power of marketing properties in a colourful and professional package, distributed to a tailored target market, is enormous. We find The Informer to be one of our greatest lead generators.

To view The Resort Brokers’ Informer online please visit www.resortbrokers.com.au. Please take the time to register your \]lYadk lg ]fkmj] qgm j][]an] . f]o hmZda[Ylagfk Y q]Yj&

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The original & still No.1

ADVERTISEMENT OPTIONS

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The original & still No.1

INVESTMENTS SUMMARIES

â&#x20AC;&#x153;information is knowledge and knowledge is powerâ&#x20AC;?

For every property that we list at Resort Brokers we will prepare an individual, detailed investment summary. This document ensures that all relevant information is passed to potential buyers in a timely, comprehensive and professional manner.

This report is a vital selling tool; it allows an immediate response to enquiries from potential buyers with an informative and convincing report on the opportunity available.

All summaries will include quality photos showcasing your property, along with a detailed description of the offering.

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THE ORIGINAL AND STILL No. 1

INVESTMENT SUMMARY FOR

Motel 98, Rockhampton, QLD

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Year Built:

Building Type: Total Units:

Type of Letting: Permanent:

Holiday: Other Units: Lockups: Outside Agents: Owner Occupiers:

Body Corporate Remuneration: Terms of Agreement: Module: Business Price:

Unit Price:

*((, Townhouse Villa -( )/ af l`] d]llaf_ hggd! )/ 0 0 0 1 *, af[dm\af_ eYfY_]jk! /,$((( 10 years as of Settlement Standard (10 years) ,)($((( $510,000

Pets Permitted:

Yes with Body Corporate approval

Office/Reception:

Attached and On Title

Office Hours:

Nil set in Agreement

Facilities:

K][mjalq _Yl]\$ oal` f+

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resortbrokers.com.au 18

$100,000 (Includes Body Corp.)

The original & still No.1

PUBLIC RELATIONS

“the pen is mightier than the sword” Af\mkljq d]Y\]jk`ah ak fgl bmkl YZgml `a_` lmjfgn]j& O] kljan] lg contribute to the growth and stability of our ever-changing sector.

Making sure that the press carry a positive message about our sector is a key ingredient to this. To assist us we employ top PR firm Parkin PR who have vast experience in the tourism sector.

‘Public relations is a much used and often abused term,’ says Donna of Parkin PR, ‘ and is often confused with advertising and marketing’. ¾Hml kaehdq$ o] \]Yd \aj][ldq oal` l`] bgmjfYdaklk o`g [geeakkagf gj write the stories which appear in the medium or media in which our client wishes to feature. We understand the psyche of those who work in the industry, know their needs and how to meet them’, she says.

‘In the tourism property industry, for example, it’s vital to identify the key message to pitch to the media and the sometimes elusive ¾`ggc¿ gf o`a[` Y bgmjfYdakl [Yf `Yf_ Y hgkalan] klgjq& Al¿k jYj] l`Yl Y bgmjfYdakl oadd Çf\ Yf YhYjle]fl$ egl]d gj j]kgjl afl]j]klaf_ ]fgm_` to base an entire story on. However, if you pitch the destinational attributes, some points of difference, an outstanding deal or specific event then you can gain their attention and achieve your aim of positive exposure’.

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The original & still No.1

WORD OF MOUTH - REPEAT CLIENTS 21 PUBLIC RELATIONS - EXAMPLES

“you can’t beat a recommendation from a friend” At Resort Brokers, we pride ourselves on the quality of service that we deliver to our clients. At all times, we aim to act with the upmost integrity and honesty. Fortunately for us, this means more listings and more sales!

The level of satisfaction experienced by our clients means a high proportion come back to us for further assistance. Indeed, many clients have bought and sold numerous properties through us over the last three decades.

It never ceases to amaze us how many of our new listings and new buyers come to us via recommendations. People feel so much more comfortable dealing with a company that has been tried and tested by a trusted friend. The power of word of mouth cannot be underestimated...but it shouldn’t be relied on!

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The original & still No.1

VIDEOS

“a picture paints a thousand words” 10 years ago, it was relatively unheard of to search for properties on the internet. Nowadays, it is the norm. The same can be said for videos. They are the way of the future and will become increasingly important in coming years.

Much confusion that can arise can be immediately dispelled by a video.

Just like photos, videos can easily be uploaded onto a wide spectrum of marketing channels. Within minutes of a video being completed, buyers across the country, and indeed the world, will be watching a personal presentation of the best aspects of a property.

Descriptions, images and videos are available at a click. They can ‘drive by’ and ‘walk through’ 20 properties in a morning, without ever leaving the comfort of their study.

The time and cost-saving benefits in the residential real estate market are obvious. But imagine how much more significant they are in our business where the accommodation properties and businesses we market can be scattered all over the country, even the globe.

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The original & still No.1

PRESENTING YOUR PROPERTY FOR MARKET

“don’t forget that you are selling a dream, a lifestyle” =fkmj] Ydd k`go[Yk]\ jggek Yj] [d]Yf$ mf[dmll]j]\ Yf\ \]% personalised – remove family photos and hobby collections LYc] h`glgk gj na\]gk Yl l`] lae] g^ \Yq o`]f l`] hjgh]jlq ak dggcaf_ it’s best - usually morning or evening K]l l`] lYZd] Yf\ eYc] kmj] da_`laf_ ak YhhjghjaYl] Fa_`l k`glk g^l]f Y\\ Y dalld] _dYegmj lg Y hjgh]jlq Mk] oa\] Yf_d] d]fk Z]lo]]f ), Yf\ *- ee Qgm Yj] fgl gf kYd] oal` l`] hjgh]jlq % klYq gml g^ h`glgk ]n]f a^ qgm are looking your best on the sun lounger <j]kk jggek YlljY[lan]dq Yf\ f]mljYddq % _Yl`]j a\]Yk ^jge klqd] magazines ;dgk] mhk g^ keYdd \]lYadk oadd `]dh lg k]l l`] klqd] Yf\ Ylegkh`]j] Af[dm\] kmjjgmf\af_ dg[Ylagf k`glk km[` Yk l`] Z]Y[`$ na]ok$ _Yj\]fk and parks K`go Ye]fala]k km[` Yk koaeeaf_ hggdk$ khYk$ _qek Yf\ j]klYmjYflk

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The original & still No.1

PROFESSIONAL PHOTOGRAPHY

â&#x20AC;&#x153;good photography is your most important selling toolâ&#x20AC;?

High impact photographs are the all-important attention-grabbers that make successful marketing campaigns leap off the page, screen and sign.

Most people, when selling residential property, understand the importance of presenting their home in its best light using quality photographs. Surely the same logic should be applied when selling even more valuable business assets.

Strong, eye-catching images are vital to showcase the attributes and appeal of your property. Such a critical component of your marketing campaign should not be left to well-intentioned amateurs using limited equipment.

Powerful images are produced with well crafted lighting, skillful composition, high-end camera equipment and technical knowhow. Many compelling views, including aerials, wide angles and atmospheric evening shots, can only be captured successfully by a professional.

Your investment in quality professional photography will be well rewarded. It can be the difference between your property going unnoticed and it quickly grabbing the attention of eager buyers.

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The original & still No.1

SIGNAGE

“Early to bed, early to rise. Work like hell and advertise” Although some vendors feel that having a ‘For Sale’ sign outside their property sends the wrong message to potential guests, in some instances they are a great tool when promoting a sale. This is particularly the case if your property is in a prime spot with plenty of passing traffic. Properties located in CBD’s often receive considerable enquiry from signage. These days signage of all shapes and sizes are available and generally include photos of features and interiors. Don’t make the mistake of trying to convey too much information. Studies j]n]Yd l`Yl h]ghd] oadd jYj]dq dggc Yl Y ka_f ^gj egj] l`Yf / k][gf\k$ Yf\ l`Yl / c]qk ogj\k ak l`] egkl l`Yl l`]q Yj] dac]dq lg \a_]kl&

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The original & still No.1

ADVERTISING PACKAGES

2

1

$6,175 inc gst

1

3

2

$3,875 inc gst

3

>mdd hY_] ^mdd [gdgmj ^]Ylmj] af J:9 Af^gje]j . p eYbgj f]okhYh]j Y\n]jlak]e]flk Daklaf_ gf2 - resortbrokers.com.au - realcommercial.com.au - realbusinesses.com.au - thepropertymanager.com.au - business.domain.com.au - commercialrealestate.com.au =dal] + egfl` daklaf_ gf j]YdZmkaf]kk]k&[ge&Ym >mdd ;gdgmj Afn]kle]fl KmeeYjq

1

3

@Yd^ hY_] ^mdd [gdgmj ^]Ylmj] af J:9 Af^gje]j , p eYbgj f]okhYh]j Y\n]jlak]e]flk Daklaf_ gf2 - resortbrokers.com.au - realcommercial.com.au - realbusinesses.com.au - thepropertymanager.com.au - business.domain.com.au - commercialrealestate.com.au =dal] + egfl` daklaf_ gf j]YdZmkafesses.com.au >mdd ;gdgmj Afn]kle]fl KmeeYjq

$2,375 inc gst @Yd^ hY_] ^mdd [gdgmj ^]Ylmj] af J:9 Af^gje]j * p eYbgj f]okhYh]j Y\n]jlak]e]flk Daklaf_ gf2 - resortbrokers.com.au - realcommercial.com.au - realbusinesses.com.au - thepropertymanager.com.au - business.domain.com.au - commercialrealestate.com.au =dal] + egfl` daklaf_ gf j]YdZmkaf]kk]k&[ge&Ym >mdd ;gdgmj Afn]kle]fl KmeeYjq

resortbrokers.com.au 25

The original & still No.1

PAYMENT AUTHORITY Agent name: Property name: of

I/We

hereby confirm acceptance of: RESORT BROKERS INFORMER Full page ($1,210)

@Yd^ hY_] //(!

NEWSPAPER ADVERTISING As per schedule

$..........................

ADVERTISING CAMPAIGNS :jgfr] *$+/-!

Kadn]j +$0/-!

?gd\ .$)/-!

REALBUSINESS.COM/ REAL COMMERCIAL =dal] daklaf_ % + egfl`k ./-!

TOTAL $...................... DATE: _ _ /_ _ /_ _ SIGN.................................

If you would like to deposit funds directly into our account please contact your agent for the trust account details in your state. Alternatively you can pay with a credit card.

CREDIT CARD AUTHORITY I, .................................................................................................................................

Card number: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Card type:

MasterCard

Visa

Amex (plus 3.5% commission)

Security number: ........................ Expiry date: _ _ / _ _ Amount $.................................

SIGN: ........................................................................................... DATE: _ _ / _ _ / _ _

FOR MORE INFO... agent business card here

SPEAK WITH YOUR AGENT

THEIR MOBILE IS

THEIR EMAIL IS

OR CALL HEAD OFFICE ON (07) 3878 3999 EMAIL IS info@resortbrokers.com.au

The original & still No.1

QUEENSLAND OFFICE PO Box 5004, West End, QLD 4101 (07) 3878 3999 NEW SOUTH WALES OFFICE PO Box 522, Chatswood, NSW 2057 (02) 9904 8224 VICTORIA OFFICE PO Box 1100, Carlton, VIC 3053 (03) 9347 3100 resortbrokers.com.au

The original and still No. 1

resortbrokers.com.au 28