MANAGEMENT & MARKETING ADVISORY

prepared by Ahmad Abuljobain, Managing Director

5 Rules of

(Real Estate)

You

Must Not

Ignore

Marketing

A.M.A. Definition

“The activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have

value for customers, clients, partners, and society at large."

Practical Definition

Scientific experiment relying on tools that will transform a product or service into a

commercial success… ideally a brand.

Research Experiment

• How many in the room are planning on buying a car in the next 12 months?

• Who read one of the following Friday (14/9) papers? – Gulf News – The National – Alkhaleej

• Which car(s) advertised?

Alkhaleej: Main Section

Gulf News Main Section

½ Page

Gulf News

• ¼ Page • Main Section

Gulf News

• Full page • Friday magazine

Implications

• Competitor Activity – Who’s not advertising?

• Target Audience

– Who are they talking to?

• Messaging Quality

– Product vs. benefit focus?

Rules

Back to the 5

#1

Complain Control or

Common Issues

Management isn’t putting any money behind advertising.

Marketing people don’t understand what sales people need.

Clients make you run around for weeks then:

a) Go behind your back to the owner

b) Expect really low prices

c) Demonstrate that they really weren’t a “serious buyer”.

Ridiculous maintenance fees kill the sale.

Focus on what is in your control

Rejection is not personal

Use personal marketing: social networks, business cards, social clubs…

Schedule your time to limit losses on time-wasters

#2

Strategy is Not Optional

Selling line:

“For People with a

Passion for Period

Property.”

RTB

USP

Product → Commodity

Price → Cost

Place → Channel

Promotion → Communication

• Certification Courses

• Certified Practitioner's Course Phase 1

• Certified Diploma in Real Estate

• Certified Brokers Course Phase 2

• Certified Real Estate TimeShare Brokers course

• Ejari Training

• Owners Association Management Training

• OA Continuous Education

• Certified Practitioners Surveyors

• Executive Programs

• Short Intensive Courses

• New Courses

• Customized Program - Proposal Form

• Community Awareness

• Training Calendar

The leading real estate institute in the Middle East

#3

Compartmentalize your

Customer Search

Decide Who You Think They Are? a

Conduct Research

• Qualitative & Quantitative • Profiling • U&A (Usage & Attitude) • Media Consumption • Concept Tests (for Property Types/Ads)

• PARC – Nielsen – IPSOS – Synovate…

b

Conduct Research if You Can

c find them with the right tools

#4

If You Can’t Be Creative

Be Consistent Be Consistent

Be Consistent

Be Consistent

2007 2008/9 2010

Damac has been visible –

either via media, kiosk or

events – every single

quarter since 2005,

regardless of message

content.

#5

Go Grand Or Guerilla

bu

t kn

ow

the d

iffere

nce

Go Grand Or Guerilla

Know the Difference

Tactical adverts in weekly classifieds TV ads on prime time channels

Outdoor hoarding

Airport advertising

Google Adwords

Press releases to local media

Direct mail to VIPs

• Higher Cost

• Budgets concentrated into shorter

periods

• Greater chance of short term

response

• Lower cost

• Manageable budgets

• Slow response rates

• In for the long haul

and the Difference the Message Makes

LinkedIn ads

Medium Range TV AED 5,000 – 35,000 per 30 sec spot

Newspaper AED 15,000 – 50,000 per quarter to full page + color + loading

Outdoor AED 8,000 – 150,000 per month, lamposts to unipole

Digital AED 200 – 35,000+ per GoogleAds to site sponsorship/impressions

Kiosk AED 30,000 – 60,000+ per month in malls + construction

Agency Fees Advertising – Media – Digital – PR

Thank You

• 22 Immutable Laws of Marketing – Al Ries & Jack Trout

• The Advertised Mind – Erik du Plessis

Further Reading

.com

Marketing success is not a mathematical certainty.

It is a result based on planning & deductive reasoning then trial and error