MSN Real Estate

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Real Estate Management Business Plan

Strategy and Implementation Summary

MSN will focus on the three previously mentioned market segments: university students, local area professionals and university faculty and staff.

Our target customer is usually looking for higher end living facilities that foster a safe, enjoyable, and convenient environment. They are technology savvy and have a desire to have access to the technological amenities that we provide.

5.1 Competitive Edge

We start with a critical competitive edge: there are very few apartment units that offer the same level of quality and technological amenities as MSN properties. We also have a very high regard for customer service; something that is unparalleled in this industry. MSN believes it is essential that the customer feels he/she is being treated with the utmost care and urgency. All staff and personnel go through a training program that teaches many of the skills needed for successful client relations and customer service.

5.2 Marketing Strategy

Marketing in a highly competitive housing industry depends on the recognition of excellence, as well as a point of difference to display our units in an individualized light. MSN will build a reputation upon these components.

We will develop and provide a living environment of unmatched proportion. It starts with the commitment to customer satisfaction and fulfilling their demands. Our commitment to quality and comfort includes safety and 24-hour customer service. The aspect of our living developments that differentiate MSN from all other real estate companies is our focus on maintaining the most advanced technological innovations on the market for our tenants.

5.2.1 Distribution Strategy

We will focus on providing high-quality living in convenient locations with a wide customer base. It is also important that we remain at the upper echelon in the quality range when compared to competitors. We can only do this by organizing and implementing a sound plan that will assume responsibility for the functionality and appearance of MSN properties. We will have an updated Web site for anyone interested in the properties.

5.2.2 Marketing Programs

Our most important marketing program is customer word of mouth. The only way to truly know the quality of our units is through experience; hence we must maintain the highest level of customer satisfaction. Rewards will be given to clients or customers that refer new clientele to the company. We confidently believe that the high level of quality that MSN will provide can attract a strong demand for our units.

Another incentive that we will use is the early move-in bonus program. Anyone that signs their lease before June 15th will receive a free month as well as two parking spaces. This will encourage people to try and beat the rush of people who move in later. It will also give the appearance of increased demand.

5.2.3 Positioning Statement

For people who desire high-quality living with all the technological amenities available, only MSN real estate properties will be able to fulfill their needs and desires at an affordable price. Unlike most other property management companies, MSN is committed to guaranteeing customers full satisfaction, with 24-hour on-staff service, live answering service, and a website that handles all complaints instantly.

5.2.4 Pricing Strategy

MSN's pricing will be at the top of what the market will bear. We are competing with large firms who have similar complexes. Our prices will be competitive with these larger firms while maintaining the high level of quality and expert management.

Prices vary by unit from $440 to $1,200 a month. MSN, however, must try to follow market pricing trends in order to maintain a competitive advantage.

5.2.5 Promotion Strategy

MSN's most successful promotion will come in the form of word of mouth. Since we will own real estate, we will be highly visible to the public. Since our complexes will be in the upper echelon of quality and livability, word will spread through the community about our unique appeal.

Along with word of mouth, our most consistent form of promotion will come from ads in local publications, specifically, The Oregonian, The Daily Emerald and The Register-Guard, as well as smaller magazines and circulations. We will also be personally promoting our product within the community.

5.3 Sales Strategy

Sales in our business is based upon providing customers with a living concept fitting of their needs. We must be in touch with the needs and desires of our clientele in order to best attract a consistent flow of incoming residents.

5.3.1 Sales Forecast

The following table and chart gives the forecasted earnings for MSN Real Estate apartment rental units. We perceive a gradual increase in the total number of units over the next year. As time goes on, the monthly per-unit rental price will slowly ascend, coupled by the decline in cost over time, producing an increased per-unit profit.

From our opening in January to June, we expect that all units will be completely rented out. In the summer months we anticipate fewer student tenants, so we have planned on a rent lowering process to entice renters to stay. Also, we will only rent on yearly leases to ensure that all rented units remain filled year round. With the estimated profits from the previous months the annex will be completed in September, adding 14 more units.

Sales Forecast
Year 1 Year 2 Year 3
Unit Sales
Single Units 311 350 394
Double Units 174 212 242
Quad Units 129 154 168
Luxury Suites 29 54 60
Total Unit Sales 643 770 864
Unit Prices Year 1 Year 2 Year 3
Single Units $404.98 $410.00 $420.00
Double Units $806.78 $816.00 $828.00
Quad Units $1,174.42 $1,200.00 $1,220.00
Luxury Suites $674.14 $689.00 $699.00
Sales
Single Units $125,950 $143,500 $165,480
Double Units $140,380 $172,992 $200,376
Quad Units $151,500 $184,800 $204,960
Luxury Suites $19,550 $37,206 $41,940
Total Sales $437,380 $538,498 $612,756
Direct Unit Costs Year 1 Year 2 Year 3
Single Units $260.00 $225.00 $214.00
Double Units $428.00 $400.00 $378.00
Quad Units $511.00 $498.00 $478.00
Luxury Suites $302.00 $287.00 $284.00
Direct Cost of Sales
Single Units $80,860 $78,750 $84,316
Double Units $74,472 $84,800 $91,476
Quad Units $65,919 $76,692 $80,304
Luxury Suites $8,758 $15,498 $17,040
Subtotal Direct Cost of Sales $230,009 $255,740 $273,136

5.3.2 Sales Programs

Our sale program will include sales awards for length of lease agreements, maintaining a full capacity status, and customer service awards for those who best exemplify MSN's commitment to customers. We will also award existing customers for referring new clientele to the company.

5.4 Strategic Alliances

We depend on our alliance with Rumex contracting services to develop our housing units, as well as Richards Architecture to assist in the layout and design of our units. Familian Northwest also is a key factor in our development process for their continuous fair sales program when we need building supplies.

5.5 Milestones

The accompanying table lists our company's milestones, including dates, management responsibility, and budgets. This table indicates our expectations from the company as well as outlining our plan for start up. The table shows the anticipated divisions that are to occur within the company as it grows, as well as an increase in units owned.

This is an initial assessment, and MSN will continually adjust in order to sustain our business in all the different departments.

Milestones
Milestone Start Date End Date Budget Manager Department
Complete Incorporation 1/30/1998 7/30/1998 $12,000 S Menashe (CEO) Admin/Management
Financially Organized Institution 2/28/1998 2/28/2000 $2,500 N Koach (CFO) Finance
Brokerage Unified 4/1/1998 4/10/2000 $10,000 J Nash Brokerage
Expansion (Units) 8/24/1998 4/24/1999 $150,000 S Menashe Development
Earnings ($200,000) 1/31/1999 12/31/1999 $1,000 N Koach Finance
Acquisition (Bought C&R Realty) 7/30/1998 7/30/1999 $500,000 S Menashe Brokerage
Other 1/30/1998 12/30/1998 $5,000 MSN Administration
Totals $680,500