Guerilla warfare sales & marketing;

Guerilla warfare sales & marketing;

How to unleash the full potentials of your sales team and sales channels

BY

Ahyat Ishak and KC See

The Guerilla knows where the enemy is, knows the terrain better

than the enemy and he knows where and when is the right time to

strike

That is INFORMATION

Data is of little value unless it becomes relevant information

Information is the competitive edge when you have better information than

your competitors

YOU WIN

Ahyat

FACT

vs

OPINION

Q2’ NAPIC

Q3’ BUDGET

18th April 2017

18th April 2017

Population

Direction Signal

Business

Vibrancy

Market Segments

Volume Value

Residential 63.4% 45.1%

Agriculture 21.6% 9.9%

Commercial 7.4% 24.7%

Industry 1.8% 8.3%

Dev & Others 5.9% 12.0%

6.9

5.9 6.3

7.8

(1.1)

1.2

5.4

9.9

9.1 9.0 9.5

8.9

9.9

9.2 9.8 10.0

7.3

(7.4)

6.1

8.9

0.5

5.4 5.8

6.8

5.3 5.6

6.3

4.8

(1.5)

7.4

5.3 5.5

4.7

6.0

5.0

4.2

(10.0)

(8.0)

(6.0)

(4.0)

(2.0)

-

2.0

4.0

6.0

8.0

10.0

12.0

Source: World Bank www.data.worldbank.org (April 2016) & www.thestar.com.my (March 2017)

1981

1982

1983

1984

1985

1986

1987

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

Malaysian GDP Growth 1981-2016

Volume

2 important V’s

Value

Volume

2016: 320,425

Source: Property Market Report 2016, NAPIC (JPPH: MOF)

Bilangan Dan Nilai Pindahmilik Harta Tanah Mengikut Subsektor Tahun 2001-2015 / Volume and Value of Property Transaction by Sub-sector year 2001-2015

Sektor / Sector

Kediaman/ Residential Perniagaan / Commercial Perindustrian / Industrial Pertanian / Agricultural Tanah Pembangunan /

Development Land Lain-Lain / Others Jumlah / Total

Tahun Bilangan/Volu

me

Nilai/ Value (RM Million)

Bilangan/ Volume

Nilai/ Value (RM Million)

Bilangan/Volume

Nilai/ Value (RM Million)

Bilangan/ Volume

Nilai/ Value (RM Million)

Bilangan / Volume

Nilai/ Value (RM Million)

Bilangan/Volume

Nilai/ Value (RM Million)

Bilangan/Volume

Nilai/ Value (RM Million)

2001 176,208 22,199.24 15,862 6,426.76 6,098 4,319.51 36,659 2,308.48 7,577 3,319.53 230 61.42 242,634 38,634.93

2002 162,269 21,136.74 17,048 6,443.90 6,010 3,838.64 37,071 3,229.37 8,755 3,892.34 241 102.31 231,394 38,643.29

2003 164,723 23,011.23 18,663 7,327.46 6,490 3,967.98 43,506 3,698.21 9,531 5,331.81 463 98.23 243,376 43,434.92

2004 195,243 29,295.75 24,212 10,950.56 7,818 5,834.07 53,906 5,474.67 11,650 8,305.13 383 103.34 293,212 59,963.52

2005 181,762 28,407.34 24,151 11,631.33 7,143 5,004.50 51,868 4,951.97 11,376 6,706.25 208 80.34 276,508 56,781.72

2006 182,555 29,446.88 25,687 11,520.13 7,186 6,037.28 56,624 6,213.67 11,526 8,307.76 319 73.23 283,897 61,598.94

2007 199,482 36,490.61 27,900 16,350.75 7,919 7,080.17 60,155 6,910.19 13,971 10,302.09 28 9.33 309,455 77,143.14

2008 216,702 41,303.97 31,749 16,615.92 8,126 7,897.42 68,954 8,512.11 14,702 14,009.46 7 2.97 340,240 88,341.84

2009 211,653 41,848.38 33,338 16,388.99 8,059 6,833.34 69,346 8,340.44 15,664 7,588.82 29 15.49 338,089 81,015.46

2010 226,874 50,654.16 39,798 23,840.26 9,838 9,829.83 81,054 11,377.83 18,922 11,611.18 121 126.29 376,607 107,439.55

2011 269,789 61,831.56 43,674 27,636.22 10,479 11,542.23 84,726 18,822.92 21,713 17,978.05 22 17.06 430,403 137,828.04

2012 272,669 67,762.20 41,082 27,792.16 9,984 12,005.93 80,679 14,278.87 23,029 20,955.30 77 50.47 427,520 142,844.94

2013 246,225 72,060.41 34,298 35,561.94 8,418 12,328.57 70,698 13,283.43 21,455 19,121.53 36 16.24 381,130 152,372.12

2014 247,251 82,059.59 35,528 31,835.06 8,100 14,509.42 72,104 12,723.37 21,040 21,702.04 37 144.90 384,060 162,974.38

2015 235,967 73,469.89 31,776 26,399.54 7,046 11,970.76 66,705 13,087.45 20,534 24,915.80 77 54.51 362,105 149,897.95

2016 235,967 73,469.89 31,776 26,399.54 7,046 11,970.76 66,705 13,087.45 20,534 24,915.80 77 54.51 320,425 145,408.00

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Series1 148,200 164,000 168,270 178,050 217,540 251,890 270,530 274,750 186,080 225,890 240,060 242,630 231,390 243,380 293,210 276,510 283,900 309,460 340,240 337,860 376,590 430,400 427,520 381,120 384,060 362,105 320,425

Series2 - 10.7% 2.6% 5.8% 22.2% 15.8% 7.4% 1.6% -32.3% 21.4% 6.3% 1.1% -4.6% 5.2% 20.5% -5.7% 2.7% 9.0% 9.9% -0.7% 11.5% 14.3% -0.7% -10.9% 0.8% -5.7% -11.5%

(0)

(0)

(0)

(0)

-

0

0

0

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

Source: Property Market Report 2016, NAPIC (JPPH: MOF)

Value

2016: 145.4 billion

Source: Property Market Report 2016, NAPIC (JPPH: MOF)

Bilangan Dan Nilai Pindahmilik Harta Tanah Mengikut Subsektor Tahun 2001-2015 / Volume and Value of Property Transaction by Sub-sector year 2001-2015

Sektor / Sector

Kediaman/ Residential Perniagaan / Commercial Perindustrian / Industrial Pertanian / Agricultural Tanah Pembangunan /

Development Land Lain-Lain / Others Jumlah / Total

Tahun Bilangan/Volu

me

Nilai/ Value (RM Million)

Bilangan/ Volume

Nilai/ Value (RM Million)

Bilangan/Volume

Nilai/ Value (RM Million)

Bilangan/ Volume

Nilai/ Value (RM Million)

Bilangan / Volume

Nilai/ Value (RM Million)

Bilangan/Volume

Nilai/ Value (RM Million)

Bilangan/Volume

Nilai/ Value (RM Million)

2001 176,208 22,199.24 15,862 6,426.76 6,098 4,319.51 36,659 2,308.48 7,577 3,319.53 230 61.42 242,634 38,634.93

2002 162,269 21,136.74 17,048 6,443.90 6,010 3,838.64 37,071 3,229.37 8,755 3,892.34 241 102.31 231,394 38,643.29

2003 164,723 23,011.23 18,663 7,327.46 6,490 3,967.98 43,506 3,698.21 9,531 5,331.81 463 98.23 243,376 43,434.92

2004 195,243 29,295.75 24,212 10,950.56 7,818 5,834.07 53,906 5,474.67 11,650 8,305.13 383 103.34 293,212 59,963.52

2005 181,762 28,407.34 24,151 11,631.33 7,143 5,004.50 51,868 4,951.97 11,376 6,706.25 208 80.34 276,508 56,781.72

2006 182,555 29,446.88 25,687 11,520.13 7,186 6,037.28 56,624 6,213.67 11,526 8,307.76 319 73.23 283,897 61,598.94

2007 199,482 36,490.61 27,900 16,350.75 7,919 7,080.17 60,155 6,910.19 13,971 10,302.09 28 9.33 309,455 77,143.14

2008 216,702 41,303.97 31,749 16,615.92 8,126 7,897.42 68,954 8,512.11 14,702 14,009.46 7 2.97 340,240 88,341.84

2009 211,653 41,848.38 33,338 16,388.99 8,059 6,833.34 69,346 8,340.44 15,664 7,588.82 29 15.49 338,089 81,015.46

2010 226,874 50,654.16 39,798 23,840.26 9,838 9,829.83 81,054 11,377.83 18,922 11,611.18 121 126.29 376,607 107,439.55

2011 269,789 61,831.56 43,674 27,636.22 10,479 11,542.23 84,726 18,822.92 21,713 17,978.05 22 17.06 430,403 137,828.04

2012 272,669 67,762.20 41,082 27,792.16 9,984 12,005.93 80,679 14,278.87 23,029 20,955.30 77 50.47 427,520 142,844.94

2013 246,225 72,060.41 34,298 35,561.94 8,418 12,328.57 70,698 13,283.43 21,455 19,121.53 36 16.24 381,130 152,372.12

2014 247,251 82,059.59 35,528 31,835.06 8,100 14,509.42 72,104 12,723.37 21,040 21,702.04 37 144.90 384,060 162,974.38

2015 235,967 73,469.89 31,776 26,399.54 7,046 11,970.76 66,705 13,087.45 20,534 24,915.80 77 54.51 362,105 149,897.95

2016 235,967 73,469.89 31,776 26,399.54 7,046 11,970.76 66,705 13,087.45 20,534 24,915.80 77 54.51 320,425 145,408.00

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Series1 15,160.0 17,320.0 20,270.0 22,440.0 29,700.0 39,850.0 48,990.0 53,210.0 27,900.0 34,420.0 41,310.0 38,630.0 38,640.0 43,430.0 59,960.0 56,780.0 61,600.0 77,140.0 88,340.0 81,000.0 107,440. 137,830. 142,840. 152,370. 162,970. 149,900. 145,408.

Series2 - 14.2% 17.0% 10.7% 32.4% 34.2% 22.9% 8.6% -47.6% 23.4% 20.0% -6.5% 0.0% 12.4% 38.1% -5.3% 8.5% 25.2% 14.5% -8.3% 32.6% 28.3% 3.6% 6.7% 7.0% -8.0% -3.0%

(0.60)

(0.50)

(0.40)

(0.30)

(0.20)

(0.10)

-

0.10

0.20

0.30

0.40

0.50

-

20,000.00

40,000.00

60,000.00

80,000.00

100,000.00

120,000.00

140,000.00

160,000.00

180,000.00

Source: Property Market Report 2016, NAPIC (JPPH: MOF)

What does the 2V’s indicate?

Market Activity

H1

'20

00

H2

'20

00

H1

'20

01

H2

'20

01

H1

'20

02

H2

'20

02

H1'

2003

H2

'20

03

H1

'20

04

H2

'20

04

H1

'20

05

H2'

2005

H1

'20

06

H2

'20

06

H1

'20

07

H2

'20

07

H1

'20

08

H2

'20

08

H1

'20

09

H2

'20

09

H1'

2010

H2

'20

10

H1

'20

11

H2

'20

11

H1

'20

12

H2

'20

12

H1

'20

13

H2

'20

13

H1

'20

14

H2

'20

14

H1

'20

15

H2

'20

15

Source: Property Market Report 2015, NAPIC (JPPH: MOF)

Source: Sr Dr Rahah Ismail, JPPH, 10th Malaysian Property Summit 2017 (23 Feb 2017)

Purchase of Residential

Year Loan

Application Loan

Approval

% Change Loan

Application

% Change Loan

Approval

Ratio Approval/

Application

2011 186,790.70 95161.82 12.2 13.0 50.9%

2012 193,743.44 92,834.05 3.7 -2.4 47.9%

2013 245,903.78 121,000.60 26.9 30.3 49.2%

2014 228,944.37 121,091.53 -6.9 0.1 52.9%

2015 206,031.79 103,412.12 -10.0 -14.6 50.2%

2016 168,154.77 87,550.87 -18.4 -15.3 52.1%

Source: Bank Negara Malaysia

#wpkl

# Market Activity Volume: 14,950 (18,574)

Value: rm34.22 (23.39b)

# Break down: Resi 75.3% (74.8%)

Comm 21.3% (21.9%)

Industrial 1.1% (1.2%)

Dev Land 2.3% (2.1%)

Source: Property Market Report 2016, NAPIC (pg 2)

#wpkl

Source: Property Market Report 2015, NAPIC (pg 5)

# Houses in prominent areas

# Houses located nearby LRT & MRT & higher learning institutions

#wpkl

# Landed property in proximity to LRT and MRT stations grew 10.5% to 20.0%

Source: Property Market Report 2015, NAPIC (pg 3)

#wpkl

Source: Property Market Report 2015, NAPIC (pg 3)

# High-rise property in suburb and proximity to MRT stations recorded capital appreciation

#wpkl

Source: Property Market Report 2015, NAPIC (pg 3)

# Rental market showed upward trend especially to those located along LRT and MRT

# Average rental yield for landed residential 2.0% to 3.8%, and for high-rise residential is 3.0% to 7.0%

#wpkl

# Property market in WPKL in general is enhanced by infrastructure (ie. HSR, MRT, DUKE) and mega projects (ie. Bandar Malaysia)

Source: Property Market Report 2015, NAPIC (pg 8)

#wpkl

Source: Property Market Report 2015, NAPIC (pg 9)

# Excitement in the property market with new shopping malls in several locations (ie. Cheras, Dsara Heights, KL)

What is Guerilla Marketing?

A marketing tactic in which a company uses surprise and/or unconventional interactions in order to

promote a product or service.

Guerrilla marketing is different than traditional marketing in that it often relies on personal

interaction and has a smaller budget, and it focuses on smaller groups of promoters that are responsible

for getting the word out in a particular location rather than on wide-spread media campaigns.

What does that entails?

• Unconventional interactions

• Personal Interactions

• Getting the word out in a particular location

1.Creating a difference

2.Relationship Building

3.Micro Marketing

Unconventional Interactions?

Unconventional Interactions?

Unconventional Interactions?

Unconventional Interactions?

In tough times, Change and Innovation is the key to your success and in some cases to survival!

1. Creating a Difference

Has your sales and marketing strategies and methods changed recently?

How much has it changed?

2, Relationship building

Make that sale Now Get to the kill we need to

eat tonight Which one is better? YOU may need both

Build for the future Wait for the harvest

What is the advantage of using Property Agents?

• No professional sales team?

• No PROSPECT base?

• Why huh?

What is Relationship Marketing

• Relationship marketing is a strategy designed to foster customer loyalty, interaction and long term engagement.

• This customer relationship management (CRM) approach focuses, more on customers' retention and referrals than just customer acquisition.

3. Micro Marketing

Does your organization has a leaking pot? If you have spent quite a bit of money to bring in leads and prospects,

but if you don’t spend any time or resources to ensure a trained, competent and committed workforce;

then you are indeed busy pouring water into a leaking pot.

kcsee@masteryasia.com