Marketing Plan for a Realtor Part 7 - Control and Implementation

Go back to Part 6, Part 5, Part 4, Part 3, Part 2 or Part 1, Part 0.

Marketing Plan - Implementation and Control

The control and monitoring of progress by the firm is a gradual process. In line with the strategies of mobilizing ICT in networking and operation of estate agency practice, key achievements would be the take up rate of associates and client numbers.

However, before the launch of the firm, a system of training will be based on the Estate Agent Examination by LPPEH, coupled with the Marketing Plan to each an every individual network agent.

Initial implementation - Recruitment is carried out by Blogger.com where past year questions are uploaded for the benefits of those studying for the LPPEH Estate Agents Examination. Progress is monitored online with the Q&A method. These recruits are called 'associates'.

Control - Milestones like Examination results and those who have passed the Estate Agent Exam (PEA) and TCP (REA license) will be indicative of major progresses in the firm. Based on self-interest and determination, they will be elevated to the level of Associate Principal Agents in the respective 'Hot Spots' to carry out the strategies of this firm.

Eventual monitoring will be from the sales and commissions with the launch of this firm. Until then, the control mechanism will be very much based on progress of the LPPEH Estate Agent Examination.

Now, the firm's immediate milestone is to qualify a principle agent in late 2017. This will mark the formation of My-RealProperty. By 2020 the firm should ideally have:

1. Principal Agent - (1 place)
2. Deputy Principal Agents - (2 places - 1 Commercial, 1 Residential)
3. Research and Marketing (1 place)
4. Associate Principal agents (1 in each hot spot - 5 areas: Selangor x2, North, South, EM)
5. Training  (5 places - by Associate Principal Agents)
6. ICT executive (1 place)
7. Total head count of the firm - 10+1 (one being IT executive).
8. 40 PEA and REN.

Market Share to hit is:

• Aggressive RM1.4 billion or 1.4% of total Estate Agency value of RM100 billion;
• corresponding to RM560k annual commission per REA/PEA/REN.

• Conservative RM0.37 billion or 0.37% of total Estate Agency value of RM100 billion;
• corresponding to RM148k annual commission per REA/PEA/REN.

THE END.

Ref:
Own account with reference to earlier posts.