Marketing Proposal For U17/9, Jalan Bukit Melawati Project

84 units of ou!le"#tore$ #e%i"etac&e' (ouses

This marketing proposal is undertaken in response to the double storey semi-detached project
development in U17/9, Jalan ukit !ela"ati, #$1%$ &hah 'lam, &elangor(
)ur company has stressed the important o* e+clusive appointment to enable it to pay *ull
concentration on the project and to avoid any con*lict o* interest or double sales(
Project Backgroun' ) *ssu%ption
This project is situated in a 99-year leasehold land, consist o* ,# units o* double storey semi-
detached houses(
The standard land area o* the semi-detached is about #$ *eet by ,$ *eet "ith built-up area o*
about -,1$$ s.uare *eet(
)ur strategies *or this marketing proposal is based on the belo" assumptions(
a/ Total ,# units o* &emi-0etached houses "ithout lo" cost components(
b/ )pen *or 1egistration sometime in 'ugust 2$1#(
c/ 3easehold, but "ill be e+tended to 99 years(
d/ 4ated and 4uarded
e+elop%ent ,oncept
5e cannot deny that development concept served as an important *actor to ensure the success
o* a project, belo" are some o* our opinions in this aspect(
1- ,urrent #ite ,on'ition
0eveloper "ill build actual sho" unit at the site, and this "ill give the con*ident to
potentials and there*ore e+pedite the process o* sale( asically all potentials hope to
see better site condition be*ore they commit themselves, so "e strongly propose your
company to beauti*y the entrance to the sho" unit as "ell as the landscaping at the
surrounding( 'lso to provide more car parks, *or potentials / "alk-in(
.- Pro'uct Perception
'part *rom the sho" unit, other marketing tools such as brochures, architectural
model house, display materials and etc also e.ually important( Those marketing
materials are another marketing tools that determine the product perception *rom the
potentials, "ith this approach the marketing tools design is very crucial(
6roject logo as "ell as project name "hich served to give the *irst impression to the
potential is relatively important(
/- e+eloper Profile
To command a premium in pricing, developer pro*ile is very important, "e suggest to
use the development company "ith development track record(
4- 0nfor%ation ,on+e$e'
To convey positive points o* this project such as decent land si7e and built-up area(
8mpressive *a9ade design "hich sho"ed by the artist impression and all the marketing
materials must be attractive enough to convince the buyer as "ell(
1- 2alue for %one$
6ropose to spell in all the special *eatures *or this product in all marketing materials
such as spacious design, gated and guarded, high .uality material used, contemporary
design and etc( to let the potential *eel that this product is value *or money(
Pricing #trateg$
eside the land si7e, corner premium, *acing : etc, "e "ere told the pricing *or the standard
unit is about 1!,$$,$$$( ased on our preliminary survey and market absorption, "e hereby
propose the pricing *or each unit *or your kind re*erence(
This pricing is based on
1/ The starting / base price *rom 1!79,,$$$ per unit or 1!,#,,$$$ per units,
depending on the product package / *reebies(
2/ ;+tra land selling *or 1!%$ to 7$ per s.uare *oot(
-/ 6remium *or corner lot due to its scarcity, add another 1!-<,$$$ to #$,$$$ per unit(
=or this type o* high price product and niche market, our target group *or this product is
mainly late #$>s "ho is looking *or up-grader and o"n stay purpose, better layout and *a9ade
design "ith .uality building material is their aim and needs(
Pro'uct Package
5e propose the *ollo"ing product packages?-
a/ ;arly bird discount / rebate o* <@ *or the *irst 1$ to 2$ buyers
b/ =ree &ale : 6urchase 'greement A&6'/ B developer>s solicitor
- provided buyer using the same solicitor *or loan agreement
c/ =ree air-conditioners to all bedrooms and living hall
d/ =ree "ater heater to all bathrooms
Marketing #c&e'ule
5e propose the *ollo"ing # stages o* marketing schedule, "hich include?-
a/ )pen *or 1egistration
b/ &pecial 6revie" *or 1egistrants and =riends
c/ &o*t 3aunch
d/ )**icial 3aunch
e/ Cot &ales and =ollo"-up stages
3egistration
5e plan to start our registration sometimes in 'ugust 2$1#, "hereby "e have 1 D months *or
our advertisement preparation( =rom our e+perience, the duration bet"een registration and
actual selling cannot be too long due to its e**iciency and accuracy(
Upon having the process o* registration, our approaches are as belo"
a/ &ite registration board A1$>+ 1$> *or registration only, designed by advertiser/, target
the passer-by and surrounding potentials(
b/ &end the registration *lyer or lea*let to our company>s database and your esteem
company associates(
c/ 1egistration *lyer>s mail dropping to designated surrounding area(
d/ 'dvertise in the "eb and ask the potentials to register
5e target to get around 2$$ registrants during the registrationE "e suggest do not accept any
booking deposit during this process because "e need to create the buying emotion during the
&pecial 6revie"(
#pecial Pre+iew for 3egistrants an' Frien's
5e plan to have this approach sometime in &eptember or )ctober 2$1#( 0uring this event,
"e "ill invite all the registrants to our sale o**ice "here our marketing sta** "ill e+plain
*urther on the product details(
0uring this event, creation o* buying emotion is very important( &everal strategies can be
used such as Fthe price "ill be increased a*ter this previe"G or Fno more units a*ter this
previe"G(
#oft 4aunc&
5e plan to conduct this marketing schedule immediately sometime in )ctober or Hovember
2$1#, "hereby "e can send out our product lea*let or *lyer to the targeted / designated
surrounding areas( 0uring this period o* time, "e "ill organi7e a site activity such as F&atay
6artyG or F=amily 0ayG etc, in order to hold the cro"d at the site and hence able to create an
over"helming situation "hich "ill allo"s our marketing sta** to conclude the sale( 8n
conjunction "ith our so*t launch activity, "e propose the *ollo"ing?-
1/ He"spaper advertisement Asite activities/
2/ 3amp post bunting
-/ 'ctivities banner in targeted areas
#/ 'ctivity *lyer in surrounding potential areas
5e also propose to have property e+hibition at surrounding shopping mall / hypermarket etc(
5fficial 4aunc&ing
Targeting to organi7e the F)**icial 3aunchG about 1 month a*ter so*t launched( 0uring this
stage, "e "ill invite all the "alk-ins and call-ins, potential purchasers to our site or sales
o**ice( 'll the advertising tools mentioned belo" shall be in order?-
1/ He"spaper advertisements *or o**icial launching
2/ 'ctivities banner in strategy location
-/ !ake sure the e+isting directional signboards are in place, to lead the potential to the
site / sales o**ice(
#/ 'ctivity *lyer to targeted areas
</ ;+hibition at surrounding shopping mall
%/ &ite activity such as F=amily 0ayG, served "ith ':5 *ood and drinks *or the visitors,
early bird discount and *reebies, or having a lucky dra" session *or buyers Ae+isting
and ne"/(
(ot #ales an' Follow"up #tage
To hold 1 or 2 more simple activities such as F3ocal =oods =airG and/or F=ruits =airG a*ter
o**icial launching( 'nd also property e+hibition at surrounding shopping mall(
The above activities are subject to the status o* the sale and the schedule o* marketing plan as
attached behind(
6sti%ate' *'+ertise%ent Bu'get
ased on our pass e+perience, the estimated budget *or this project shall be in the range o*
1(<@ o* the 40I( ' details advertisement budget shall be prepared by the appointed
advertiser upon con*irmation(
5ur *genc$ *ppoint%ent
5e strongly stress on 67clusi+e Marketing *ppoint%ent *or the above mentioned project
and our scope o* service provide to you are as belo"(
,onsultanc$ #er+ices
1( 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, lea*lets, buntings, banners and billboards as
part o* the promotion programs o* the development(
-( To *ormulate and prepare marketing strategies *or the sale o* the properties(
#ales ) Marketing #er+ices
1( To plan, organi7e and e+ecute all sales : marketing activities including sales
launches, e+hibition, lea*let drop, direct mailing, etcJ(
2( To arrange the buyers to sign the necessary *orms and /or letters re.uired by
the developer *or recording o* sales(
-( To arrange and co-ordinate "ith the solicitors in charge *or the e+ecution o*
the sale and purchase documents by the purchasers on a timely manner(
#( To arrange and co-ordinate "ith the relevant *inancial institution and the
purchasers *or the end-*inancing *acilities(
<( To submit monthly / periodic sales and statistical reports to the developer(
Marketing 8ea% an' #c&e'ule
656 6roperties &dn hd marketing team *or this project, consist o* the *ollo"ing?-
a/ 1 6roject !anager
b/ 1 !arketing !anager
c/ - !arketing )**icers
d/ 1 !arketing 'dmin
e/ < &upporting !arketing )**icers Aduring launching / activity/
656 6roperties &dn hd "ill place 2 to - marketing sta** at the sales o**ice / sho" unit 7
Aseven/ days a "eek, *rom 1$($$am to %($$pm, starting *rom our appointment(
Perio' of *ppoint%ent
The appointment period shall be si+ A%/ months commencing *rom the date o* the handing
over o* sho" unit or "hen the actual sales started( =urther e+tension therea*ter shall be
mutually agreed upon by both parties(
Fee #tructure
The pro*essional *ee payable shall be 2($@ o* the net selling price plus %@ 4&T *or each unit
sold "ithin the appointment period, irrespectively o* "hether such sale "as made or procure
by the 0eveloper, its agents or servants(
The pro*essional *ee shall be payable to 656 6roperties &dn( hd( "ithin *ourteen A1#/ days
upon signing o* the &ale and 6urchase 'greement "ith 1$@ purchase price paid(
*!orti+e Fee
8n the event an intended buyer secured by 656 6roperties &dn( hd( did not proceed "ith the
sale and purchase transaction, a *ee e.uivalent to *i*ty percent A<$@/ o* the earnest deposit or
<$@ o* your *ull *ees A"hichever is lesser/ shall be payable to us, pro+i'e' alwa$s, that the
said deposit or *irst 1$@ o* the purchase price is right*ully *or*eited by the developer as
damages(
Co"ever, a*ter signing the sale and purchase agreement and subject to any *or*eiture o* the
*irst ten percent A1$@/ o* the purchase price, 656 6roperties &dn( hd( shall be entitled to
the *ull *ees mentioned above(
8er%ination
0uring the duration o* the appointment, the developer or 656 6roperties &dn( hd( reserve
the right to terminate the appointment by giving one A1/ month in advance "ritten notice( 'll
*ees payable Aup to the date o* termination o* the appointment/ shall be paid "ithin one A1/
month o* the termination(
Marketing 67penses
Kour esteem company shall bear all the marketing e+penses e(g( marketing brochures,
lea*lets, buntings, banner, road sho" e+penses, launching and site activities e+penses, direct
mailing cost, architectural models, artist impressions, advertisements and promotional
materials, etc(
;+ample o* our standard appointment letter "ill be *urnished to you upon your con*irmation(
5e hope that the above has met your e+pectation and "e are e+pecting a meet up to *inali7e
those details mention above(
Thank you(
6repared by? 656 6roperties 6roject !arketing 0epartment