Seeff Properties: Marketing and strategy analysis

Extract

[...] This can be seen from Seeff Properties Mission Statement: To always at in our client best interests To maintain our reputation for integrity achieved over 40 years and constantly strive to improve our professionalism in the sale and management of residential properties To improve our marketing ability and communication with our clients to ensure personal recommendations for friendly service and efficiency remain the core of our business To ensure that the security of our clients' property and the obligation of confidentiality as their agent remains paramount RESOURCES ANALYSIS There are three resources that could be identified from Seeff Properties: FINANCIAL RESOURCES Stock the company currently has more 25,000 properties only in South Africa. [...]

[...] In fact, Seeff can become an umbrella name brand and find a new name for this business unit, like “Security complex” The market value mix strategy for the “affluent” segment The marketing value mix has been defined as (du Plessis et al 2005: 399). “those marketing management elements which an organization is able to coordinate and control in adopting a position in selected target market” These marketing mix decision as we have to take to Seeff Properties are focus on: Pricing strategy Promotion Distribution channels strategy (place) The products to offer to customers (Selling or renting) Because the high crime rate in South Africa, Seeff will focus on developing secured and safe complexes with modern security system. [...]

[...] Therefore, if Seeff Properties could focus mainly in these areas without neglecting other provinces through cost effective marketing campaigns and promotions, they could realize a huge return on their investment Positioning statement As exposed in the precedent parts, the strategy of Seeff Properties should change a bit. In fact, Seeff has to act more precisely on the rentals market. To reach this aim, the company will act on the development of rental security complexes for the affluent population. All this strategy needs to be clarified by a clear positioning statement. [...]

[...] MARKET VALUE MIX STRATEGY FOR THE “AFFLUENT” SEGMENT REFERENCES Introduction Seeff is the premier South African property and Real Estate Company. Founded in 1964 by Geoffrey Steeff, the company has grown from a small family business to one of the leading professional property and real estate companies in SA. Today, the youngest son, Samuel Steeff is the chairman and the oldest son, Lawrence is a director of the company. This has ensured that solid family values of honesty and integrity underpin the company and is one of the reasons that Steeff has grown to be the leader in SA. [...]

[...] The buyer, then again, will insist on his offer for the house DIMENSIONS OF A MARKET ANALYSIS ( DU PLESSIS, JOOSTE, STRYDOM) ACTUAL AND POTENTIAL MARKET SIZE Actual size: (FNB journals): Potential size and growth: Low-cost housing projects Fractional titles Upcoming black middle-class Non-residential sector Not enough land available Security complexes/Lifestyle villages Retirement villages Houses with granny flats Plot divided for two houses (Deeltite) (Duvenhage & Briedenhan, intern information, Property Professional Magazine) COST STRUCTURE House prize Attorney fees Transfer costs Bond registration Interest rate different banks offer must also be considered DISTRIBUTION SYSTEMS This is the marketing tools used in the industry: - Boards - Internet - Brochures - Show houses - Newspapers - Referals (word of mouth) TRENDS & DEVELOPMENTS - Security lifestyle villages - Fractional titles - Tranquil environments KEY SUCCESS FACTORS - Word of mouth - Reactions ability of the agent - Innovation - Consistency - After-sales services - Stock - Client relations - Technology - Image of the agents and company - Sound knowledge of the area and the property 2.3 SEEFF COMPANY The enterprise strength shows how strong the organization is compared to its competition. [...]