1. Groynes Park Marketing Planning

2. Functions of Marketing  Traffic Facebook Linkedin Google  Trojan Horse Offers Events Pre-Registrations  Bank Vault Marketo/ Infusionsoft Database

3. Link between Marketing & Sales

4. Market Sophistication Level  Excell CRM Radio YellowPages Magazines NewsPapers Local Ads  Infusionsoft CRM Categorise Customers Individual Experiences Sales Process Website Landing Pages Blog Email Newsletter SEO AdWords  Marketo CRM Re-targeting Ads Call Tracking Multiple Ad Budgets Syndicated Content Billboards – TV Multiple Lead-Gen Elements Self-Selecting Customer Pathways Split Testing User Generated Content Webinars  **Apps

5. Targets  We have identified 5 broad target markets:  1. Builders From spec home builders to group home building companies  2. Buyers/Residents: People looking to live in Groynes Park  3. Property Investors: People looking to invest in properties in Groynes Park  4. Commercial Buyers: People wanting to purchase commercial opportunities in Groynes Park  5. Referrers: Including Real Estate Agents, Builders, Property Specialists, Property Professionals and Service Providers, and Residents

6. Needs of Market  i. Buyers Needs in the Post Earthquake Market.  The needs of earthquake affected buyers are significantly different from the traditional pre- earthquake section buying market. Most buyers in this ‘new market’ are looking for a solution to their needs, i.e. an existing house, which meets their requirements.  Therefore we need to focus on the end product, and whatever value added options we can offer as a point of difference as a solution to their perceived problem. This should be done via offering  ii. Local Sales and Marketing Programme (by Market Segment)  A separate sales and marketing programme has been developed for reach target market, with a specific sales and marketing activities. Personal Selling is a key element of this activity

7. Builders  1. Builders  Target Market: Group Home Builders in order to leverage their marketing Small/Medium Sized Spec Home Builders who will help drive sales  Marketing: Special payment terms, Email promotions, newsletters, special (limited lifetime) offers  Sales Strategy: Personal Selling: Relationship selling required, telephone calls, face to face, relationship building activities designed to build loyalty and make builders and their sales people aware of Groynes Park’s various product offerings and sales opportunities.  Buy one / Market another opportunities  Activities: Builders evenings: education and entertainment. Attending group home Builder’s sales meetings. Corporate entertainment. Online; Target through Email & Linkedin.com Campaigns  Opportunities for partnering in JV, marketing and sales programmes.

8. Buyers / Residents  2.Buyers/Residents  Target Market: Previous experience with Styx Mill and Riverside Reserve suggests a catchment area that is biased towards the west side of the city. Likely to be people from within a 5km radius. People upgrading from Belfast, Northwood, Redwood etc  Prestons is probably servicing the bulk of the enquiry from the eastern suburbs and offer slightly smaller Lots at a lower price point.  Sub-segments: Golfers  Proximity to Clearwater Golf Resort MUST be leveraged. This should be done immediately by determining what membership opportunities exist with the Golf Club.  Lifestyle Village residents.  Marketing: Local newspapers, Trade Me  Tactical billboards on John’s Rd and Main North Road  Online; Groynes Park website, Infusionsoft.com Sales Funnel with Linkedin.com & Facebook Advertising (Offers & Pictures)  Driving traffic to specific Landing Pages  Special Interest publications aimed at niche groups, e.g. Golfers  Point of Sale Promotions: In order to attract prospective buyers, e.g.: Community events.  Sales Strategy: Increasing pricing with ongoing stages in order to create urgency to purchase.  Personal Selling: Strongly focused on qualifying prospective buyers, identifying their requirements and selling them a property that meets their needs. (Currently not doing this)  Third Party Property Expos: Part educational, part sales focused.  Activities: Primarily Sales Office based.  Selling Groynes Park Product, relationship building  Marketing re-sales in order to support GP’s pricing.

9. Property Investors  3. Property Investors  Marketing; Support investor specific product with quantifiable data showing equity and ROI  Advertising: Advertisements in Property magazines, e.g. KPI, Canty Property Investors Assn.  Online; Landing Page; Create Investor specific product for internal sale, Specific reference to investment property opportunities.  Email Newsletter.  Guaranteed investment options on Groynes Park product.  Preferential investment property offers to Groynes Park database.  Sales Strategy: Personal Selling: “Running” investors to see inspect new investment properties.  Activities: Acquire ongoing supporting evidence on rental returns.  Investor Seminars: Specific for investors, offering info and showing listings.  Investigate joint opportunities with investors and preferred building partners.  Marketing re-sales in order to support Groynes Park’s pricing.

10. Commercial Buyers  4. Commercial Buyers  Marketing: Local Newspapers, Mail-outs to Business P.O. Boxes  Online; Commercial Property Website.  Sales Strategy: Personal Selling to Commercial Networks  Partnering with local Commercial Property Developers and Investors  Partnering with local Commercial Agents  Activities: Contact and sell specialists commercial opportunities through networks:

11. Referrers  5. Referrers  Media Mix: Email Newsletter. Specific to referrers.  Sales Strategy: Personal Selling: Develop relationships with key players within the property industry professional services and finance.  Activities: Offer referral fees  Offer single listings for each product to specialist Real Estate Agents  Residents as advocates  Referral offer  Invite residents to have input into promotions

12. What's the Difference that Makes the Difference  www.ravenswood.co.nz  Infinitywanaka.co.nz  www.stkildacambridge.co.nz

13. Sales Processes & Touch Points  1. Builders  2. Buyers/Residents  3. Property Investors  4. Commercial Buyers

14. Traffic; Google

15. Traffic; Current Situation KeywordRank # # # # # # # # FollowersEngagementKeywordsRanking #

16. Design the Trojan Horses  Long Sales Process…  **Consultation – Come in on their own  35-65… Have money…

17. Bank Vault – 24/7 Salesman  Automated Leads  Qualify Leads  Educate Leads  Convert Leads

18. Allocate Projects;  Digital – Integration  Designers  Advertisers  Partners  Sales People

19. Project Management Software – Ties in 3 rd Party Contractors (BaseCamp)