Gerasimov​ ​Daniil
Final​ ​Marketing​ ​Plan.
Schneebergers​ ​Real​ ​Estate​ ​Group​ ​LLC.
Table​ ​of​ ​contents.
1. Executive​ ​Summary
2. Company​ ​Description
3. Strategic​ ​focus​ ​and​ ​plan
a.​ ​Mission
b.​ ​Goals
c.​ ​Core​ ​Competency​ ​and​ ​Sustainable​ ​Competitive​ ​Advantage
4. Situation​ ​analysis
a.​ ​SWOT​ ​analysis
b.​ ​Industry​ ​analysis
c.​ ​Company​ ​analysis
d.​ ​Customer​ ​analysis
5. Market​ ​Product​ ​focus
a.​ ​Marketing​ ​and​ ​product​ ​objectives
b.​ ​Target​ ​markets
c.​ ​Points​ ​of​ ​difference
6. Marketing​ ​Programs
7. Financial​ ​data​ ​and​ ​Projections
a.​ ​Past​ ​Sales​ ​Revenues
b.​ ​Two​ ​year​ ​predictions
8. Organization
9. Implementation​ ​Plan
10. Evaluation
11. Appendix
1.​ ​Executive​ ​summary.
Schneeberger’s Real Estate Group was founded by a successful real estate agent Steve
Schneeberger in 2017 in order to create company that will provide high-quality real estate
services to customers. Interest rate stay at the steady low point which raise residential real estate
properties prices. At the same time they stay affordable, because loans are issued at small interest
rate percentage and keep the demand for homes steady. The company started in Richfield,
Minnesota and only exist for approximately 1 year, but has already proved itself as steady
growing company with high revenue. Company is looking to spread its reach of the entire city of
Richfield and plans to expand over to Bloomington in couple years. This business idea present
itself as a valid, promising project. The mission of Schneeberger’s Real Estate Group is to
provide fast, high-quality service comparable to competition and to create opportunity for
challenging​ ​careers​ ​and​ ​high​ ​bonus​ ​returns​ ​to​ ​partner​ ​agents.
Schneeberger’s Real Estate Group has a lot of standout points. The distinctive features of
its services is faster selling time (average of 17 days comparable to 47 nationwide). Moreover,
company achieved 102% sales price/list price ratio, which means company sell customer’s
houses at a higher price bringing higher income both to clients and company as well. All these
features make the company competitive on the market and potentially can become a large real
estate​ ​group​ ​with​ ​reach​ ​over​ ​entire​ ​Twin​ ​Cities​ ​Metro​ ​Area.
There is a clear market for the Schneeberger’s Real Estate group Services, which is supported by
the​ ​following​ ​statistics:
●Around​ ​1700​ ​houses​ ​were​ ​sold​ ​in​ ​the​ ​city​ ​of​ ​Richfield​ ​last​ ​year​ ​(2017)
●Total amount of revenue that were made by clients that sold/bought houses in Richfield
for​ ​their​ ​clients​ ​is​ ​$23,460,00
●Schneeberger’s real estate group served 3% of the market share and this number
will​ ​continue​ ​to​ ​grow
●Annual​ ​amount​ ​of​ ​sales​ ​in​ ​residential​ ​real​ ​estate​ ​business​ ​is​ ​around​ ​12.65​ ​billion​ ​dollars
Schneeberger’s Real estate group plans to build on their success in the city of Richfield by
spreading its reach over entire town and reaching out the customers in the city of Bloomington.
While expanding its offerings to new clients, Schneeberger Real Estate group plans to keep fast,
high-quality, personal care type of service to its customers. To go along with its expanded
offerings, group hopes to reach 15 and 25 houses sold in the city of Bloomington by 2018 and
2019 accordingly. Schneeberger’s Real Estate Group will use effective marketing programs to
reach those goals and slowly implement them in real life. As an ultimate goal, company plans to
become​ ​a​ ​real​ ​estate​ ​group​ ​of​ ​choice​ ​by​ ​the​ ​end​ ​of​ ​the​ ​2019.
Schneebrger’s Real Estate Group founder Steve Schneeberger has over 16 years of experience at
residential real estate business and over that has earned a great reputation among his clients. At
current moment, company employs two agents at full-time position and one personal distance
assistant. Two partners agents Jose Ramirez and Josie Johnson have great
communication/negotiation skills and are very accurate and pay attention to every little detail on
the daily basis. In coming next two years company plans to expand its staff up to 8 agents and 2
executive​ ​staff​ ​members​ ​(executive​ ​assistant​ ​and​ ​marketing​ ​director).
On the financial side of things, Schneeberger’s Real Estate Group will strive for an
inflation-adjusted growth in earnings of 40 % in 2018 and 25% in 2019. Group also plams to
implement​ ​new​ ​system​ ​of​ ​bonuses​ ​and​ ​profit​ ​sharing​ ​for​ ​its​ ​employees.
2.​ ​Strategic​ ​Focus​ ​and​ ​plan.
This section covers three aspects of corporate strategy that influence the marketing plan:
(a) the mission, (b) goals, and (c) core competency/ sustainable competitive advantage of
Schneeberger’s​ ​Real​ ​Estate​ ​Group​ ​LLC.
Mission
The mission of Schneeberger’s Real Estate Group is to provide high-quality real estate
services and being able to assist customers in buying and selling residential real estate. On top of
that, company wants to provide challenging career opportunities and relatively high profit
sharing​ ​for​ ​its​ ​employees.
Goals
For the coming two years Schneeberger’s Real Estate group seeks to achieve following
goals:
●Non-financial​ ​goals
1. To​ ​become​ ​real​ ​estate​ ​team​ ​of​ ​choice​ ​for​ ​Richfield​ ​home​ ​owners
2. Expand​ ​marketing​ ​reach​ ​over​ ​entire​ ​city​ ​of​ ​Richfield
3. Increase​ ​team​ ​up​ ​to​ ​9​ ​people:​ ​6​ ​new​ ​agents​ ​and​ ​two​ ​administrative​ ​staff
(executive​ ​assistant,​ ​marketing​ ​coordinator,​ ​transaction​ ​coordinator)
4. Establish​ ​a​ ​significant​ ​presence​ ​within​ ​Richfield​ ​business​ ​community
●Financial​ ​Goals
1. Raise​ ​up​ ​to​ ​35%​ ​more​ ​net​ ​​ ​income​ ​over​ ​​ ​next​ ​two​ ​years​ ​comparable​ ​to​ ​last​ ​year
2. Create​ ​profit​ ​share​ ​bonuses​ ​for​ ​the​ ​staff
3. Create​ ​commission​ ​sharing​ ​system​ ​for​ ​agents​ ​(more​ ​customers​ ​=​ ​less​ ​commision
given​ ​up​ ​towards​ ​group​ ​owner)
Core​ ​competency​ ​and​ ​Sustainable​ ​Competitive​ ​Advantage.
In terms of core competency, Schneeberger Real Estate
Group is seeking to achieve a unique ability to (a) provide better,
faster, more pleasant experience of buying/selling houses for
customers, and (b) become the real estate group of choice to