Marketing Proposal For U17/9, Jalan Bukit Melawati Project84 units of Double-Storey Semi-Detached Houses

This marketing proposal is undertaken in response to the double storey semi-detached project development in U17/9, Jalan Bukit Melawati, 40160 Shah Alam, Selangor.

Our company has stressed the important of exclusive appointment to enable it to pay full concentration on the project and to avoid any conflict of interest or double sales.

Project Background & Assumption

This project is situated in a 99-year leasehold land, consist of 84 units of double storey semi-detached houses.

The standard land area of the semi-detached is about 40 feet by 80 feet with built-up area of about 3,100 square feet.

Our strategies for this marketing proposal is based on the below assumptions.

a) Total 84 units of Semi-Detached houses without low cost components.b) Open for Registration sometime in August 2014.c) Leasehold, but will be extended to 99 years.d) Gated and Guarded

Development Concept

We cannot deny that development concept served as an important factor to ensure the success of a project, below are some of our opinions in this aspect.

1) Current Site ConditionDeveloper will build actual show unit at the site, and this will give the confident to potentials and therefore expedite the process of sale. Basically all potentials hope to see better site condition before they commit themselves, so we strongly propose your company to beautify the entrance to the show unit as well as the landscaping at the surrounding. Also to provide more car parks, for potentials / walk-in.

2) Product Perception

Apart from the show unit, other marketing tools such as brochures, architectural model house, display materials and etc also equally important. Those marketing materials are another marketing tools that determine the product perception from the potentials, with this approach the marketing tools design is very crucial.

Project logo as well as project name which served to give the first impression to the potential is relatively important.

3) Developer ProfileTo command a premium in pricing, developer profile is very important, we suggest to use the development company with development track record.

4) Information ConveyedTo convey positive points of this project such as decent land size and built-up area. Impressive façade design which showed by the artist impression and all the marketing materials must be attractive enough to convince the buyer as well.

5) Value for money

Propose to spell in all the special features for this product in all marketing materials such as spacious design, gated and guarded, high quality material used, contemporary design and etc. to let the potential feel that this product is value for money.

Pricing Strategy

Beside the land size, corner premium, facing & etc, we were told the pricing for the standard unit is about RM800,000. Based on our preliminary survey and market absorption, we hereby propose the pricing for each unit for your kind reference.

This pricing is based on

1) The starting / base price from RM798,000 per unit or RM848,000 per units, depend-ing on the product package / freebies.

2) Extra land selling for RM60 to 70 per square foot.3) Premium for corner lot due to its scarcity, add another RM35,000 to 40,000 per unit.

For this type of high price product and niche market, our target group for this product is mainly late 40’s who is looking for up-grader and own stay purpose, better layout and façade design with quality building material is their aim and needs.

Product Package

We propose the following product packages:-

a) Early bird discount / rebate of 5% for the first 10 to 20 buyersb) Free Sale & Purchase Agreement (SPA) – developer’s solicitor

- provided buyer using the same solicitor for loan agreementc) Free air-conditioners to all bedrooms and living halld) Free water heater to all bathrooms

Marketing Schedule

We propose the following 4 stages of marketing schedule, which include:-

a) Open for Registrationb) Special Preview for Registrants and Friendsc) Soft Launchd) Official Launche) Hot Sales and Follow-up stages

Registration

We plan to start our registration sometimes in August 2014, whereby we have 1 ½ months for our advertisement preparation. From our experience, the duration between registration and actual selling cannot be too long due to its efficiency and accuracy.

Upon having the process of registration, our approaches are as below

a) Site registration board (10’x 10’ for registration only, designed by advertiser), target the passer-by and surrounding potentials.

b) Send the registration flyer or leaflet to our company’s database and your esteem com-pany associates.

c) Registration flyer’s mail dropping to designated surrounding area.d) Advertise in the web and ask the potentials to register

We target to get around 200 registrants during the registration; we suggest do not accept any booking deposit during this process because we need to create the buying emotion during the Special Preview.

Special Preview for Registrants and Friends

We plan to have this approach sometime in September or October 2014. During this event, we will invite all the registrants to our sale office where our marketing staff will explain further on the product details.

During this event, creation of buying emotion is very important. Several strategies can be used such as “the price will be increased after this preview” or “no more units after this preview”.

Soft Launch

We plan to conduct this marketing schedule immediately sometime in October or November 2014, whereby we can send out our product leaflet or flyer to the targeted / designated surrounding areas. During this period of time, we will organize a site activity such as “Satay Party” or “Family Day” etc, in order to hold the crowd at the site and hence able to create an overwhelming situation which will allows our marketing staff to conclude the sale. In conjunction with our soft launch activity, we propose the following:-

1) Newspaper advertisement (site activities)2) Lamp post bunting3) Activities banner in targeted areas4) Activity flyer in surrounding potential areas

We also propose to have property exhibition at surrounding shopping mall / hypermarket etc.

Official Launching

Targeting to organize the “Official Launch” about 1 month after soft launched. During this stage, we will invite all the walk-ins and call-ins, potential purchasers to our site or sales office. All the advertising tools mentioned below shall be in order:-

1) Newspaper advertisements for official launching2) Activities banner in strategy location3) Make sure the existing directional signboards are in place, to lead the potential to the

site / sales office.4) Activity flyer to targeted areas5) Exhibition at surrounding shopping mall6) Site activity such as “Family Day”, served with A&W food and drinks for the visitors,

early bird discount and freebies, or having a lucky draw session for buyers (existing and new).

Hot Sales and Follow-up Stage

To hold 1 or 2 more simple activities such as “Local Foods Fair” and/or “Fruits Fair” after official launching. And also property exhibition at surrounding shopping mall.

The above activities are subject to the status of the sale and the schedule of marketing plan as attached behind.

Estimated Advertisement Budget

Based on our pass experience, the estimated budget for this project shall be in the range of 1.5% of the GDV. A details advertisement budget shall be prepared by the appointed advertiser upon confirmation.

Our Agency Appointment

We strongly stress on Exclusive Marketing Appointment for the above mentioned project and our scope of service provide to you are as below.

Consultancy Services1. To propose to the developer the product pricing based on recent market survey /

research.2. To arrange and advise the appointed advertising agency to develop the necessary

marketing tools including brochure, leaflets, buntings, banners and billboards as part of the promotion programs of the development.

3. To formulate and prepare marketing strategies for the sale of the properties.

Sales & Marketing Services

1. To plan, organize and execute all sales & marketing activities including sales launches, exhibition, leaflet drop, direct mailing, etc….

2. To arrange the buyers to sign the necessary forms and /or letters required by the developer for recording of sales.

3. To arrange and co-ordinate with the solicitors in charge for the execution of the sale and purchase documents by the purchasers on a timely manner.

4. To arrange and co-ordinate with the relevant financial institution and the purchasers for the end-financing facilities.

5. To submit monthly / periodic sales and statistical reports to the developer.

Marketing Team and Schedule

PWP Properties Sdn Bhd marketing team for this project, consist of the following:-a) 1 Project Managerb) 1 Marketing Managerc) 3 Marketing Officersd) 1 Marketing Admin e) 5 Supporting Marketing Officers (during launching / activity)

PWP Properties Sdn Bhd will place 2 to 3 marketing staff at the sales office / show unit 7 (seven) days a week, from 10.00am to 6.00pm, starting from our appointment.

Period of Appointment

The appointment period shall be six (6) months commencing from the date of the handing over of show unit or when the actual sales started. Further extension thereafter shall be mutually agreed upon by both parties.

Fee Structure

The professional fee payable shall be 2.0% of the net selling price plus 6% GST for each unit sold within the appointment period, irrespectively of whether such sale was made or procure by the Developer, its agents or servants.

The professional fee shall be payable to PWP Properties Sdn. Bhd. within fourteen (14) days upon signing of the Sale and Purchase Agreement with 10% purchase price paid.

Abortive Fee

In the event an intended buyer secured by PWP Properties Sdn. Bhd. did not proceed with the sale and purchase transaction, a fee equivalent to fifty percent (50%) of the earnest deposit or 50% of your full fees (whichever is lesser) shall be payable to us, provided always, that the said deposit or first 10% of the purchase price is rightfully forfeited by the developer as damages.

However, after signing the sale and purchase agreement and subject to any forfeiture of the first ten percent (10%) of the purchase price, PWP Properties Sdn. Bhd. shall be entitled to the full fees mentioned above.

Termination

During the duration of the appointment, the developer or PWP Properties Sdn. Bhd. reserve the right to terminate the appointment by giving one (1) month in advance written notice. All fees payable (up to the date of termination of the appointment) shall be paid within one (1) month of the termination.

Marketing Expenses

Your esteem company shall bear all the marketing expenses e.g. marketing brochures, leaflets, buntings, banner, road show expenses, launching and site activities expenses, direct mailing cost, architectural models, artist impressions, advertisements and promotional materials, etc.

Example of our standard appointment letter will be furnished to you upon your confirmation.

We hope that the above has met your expectation and we are expecting a meet up to finalize those details mention above.

Thank you.

Prepared by: PWP Properties Project Marketing Department