Property

Challenges

An innovative residential property business was growing rapidly but:

• Construction projects could not keep up with demand.
• The archaic contracting process, skills shortages, rising construction costs and quality defects were impacting on construction programmes.

A leading international property services company had an unnecessarily low market profile in a local market compared to direct competitors:

• The market was becoming increasingly competitive as a result of a development boom followed by an economic downturn, and office vacancy rates were rising.
• The company was not sufficiently well recognised for its client services and strong client focus.

Projects

Real Marketing addressed the residential construction issues by:

• Undertaking extensive market research on innovative construction solutions for initial discussions.
• Conducting structured, in-depth telephone interviews with 'early adopters' and industry stakeholders to validate the market opportunity.
• Working with the client to develop the market entry strategy and business plan.

The property services company's issues were addressed by:

• A PR service to raise the company's profile in the targeted business market.
• Research was undertaken on specific client services, and a range of employees and clients were interviewed.

Client Benefits

• The residential investor understands this new market and the extent of this significant business opportunity but the risks are also understood.
• An ambitious but comprehensive market entry strategy and action plan has been developed for this new business and its fund raising needs.
• The PR activity may be developed into a PR programme to build on the client services theme.
• The company's profile is being differentiated by its in-house technical and consultancy services, and the profile is starting to rise locally.