Response to RFP: Western Equity Partners
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REQUEST FOR PROPOSAL DECEMBER 2013 Brittany Bivings, Lorie Garnett, Raphael Magre & Stephanie Probert
description
A small real estate investment company recently began operating in Southern California after forming a joint venture opportunity. Western Equity Partners, LLC. needed the help of my group to help increase the amount of homes the company was buying and selling. By creating a strategic plan to help strengthen their relationships with locals and improve their social media presence, were were able to help Western Equity Partner's reach their goal of buying and selling more homes in 2013. This RFP details our solutions to help reach their specific goals.
Transcript of Response to RFP: Western Equity Partners
REQUEST FOR PROPOSAL
DECEMBER 2013
Brittany Bivings, Lorie Garnett, Raphael Magre & Stephanie Probert
TABLE OF CONTENTS
Contents
Goal and Objectives_______________________________________________________________________________________ 1
Key Publics ________________________________________________________________________________________________ 2
Tactics _____________________________________________________________________________________________________ 4
Strategic Social Media______________________________________________________________________________________4
Traditional Tactics__________________________________________________________________________________________6
Hosting an Event____________________________________________________________________________________________6
Paid Tactics__________________________________________________________________________________________________7
Online Newsroom__________________________________________________________________________________________7
Big Idea Execution__________________________________________________________________________________________8
Enticing Investors__________________________________________________________________________________________8
Contact Information ______________________________________________________________________________________ 9
GOAL AND OBJECTIVES
Page 1
Goal and Objectives
GOAL
To increase the number of homes Western Equity Partners buys and sells.
OBJECTIVES
1. Build long-lasting relationships with 20 new real estate agents who will bring Western Equity
Partners homes to buy and sell by March 2014.
2. Acquire two new large investors ($1 million each), one by December 2014, and another by
December 2015.
3. Increase social media use by: getting 1200 likes on Facebook by March 2014 (started at 504
likes), and 1500 by September 2014; increasing blog readers by 500 percent by March 2014 and
1000 percent by September 2014; acquiring 500 Instagram followers by March 2014 and 1500
September 2014.
BIG IDEA
“Western Equity Partners -- The ‘Key’ to Your Future”
For our big idea, we chose to use a play on words, using the word “key”. The double meaning of key
implies that it is an essential component of a solution, at the same time, it is a physical entity that
literally gets you into a home. We chose future because Western Equity Partners can solve your
real estate problems, leading you into the next steps of your future, i.e., selling your home or
getting you into a new home.
Our big idea ties into our strategies and tactics, because we have been able to implement keys into
our messages and solutions, implicitly and physically. For example, in an event that we suggest the
company to host, we will send invitations that include a physical key that serves a later purpose.
Whereas in other strategies, we include keys as a visual icon that represents Western Equity
Partners and its essential role in the real estate industry.
Our strategic plan will help Western Equity Partners buy and sell more homes by better targeting
their key publics. We will also create a more memorable brand image that will attract and
maintain an audience within the industry. We hope to make them more interactive through a
growing social media campaign, an exclusive event, and personal communication with key opinion
leaders.
KEY PUBLICS
Page 2
Key Publics
1. Real Estate Agents in Southern California for mid-income households
2. Home sellers looking to sell their homes fast in the Riverside area (homes valued between
$150,000 and $400,000)
3. Potential investors willing to invest one million dollars
REAL ESTATE AGENTS
Specifically real estate agents in Southern California for mid-income households. These real estate
agents are interested in creating a positive reputation within their community, making people
happy by selling them quality homes, providing for themselves and their family, and receiving
positive recognition from their peers.
Demographics:
Love working with people and have a genuine interest in their clients
Self-esteem comes from making people happy and improving people’s lives
Generally extroverts
Enjoy the excitement that comes with the ever-changing nature of industry
Attracted to things that have a well-kept appearance and value aesthetics
Over 57 percent of real estate agents are women
California has 14,010 real estate agents currently employed
California real estate agents make an average hourly wage of $25.13
Santa Ana/Anaheim average wage is $49,000
About 3,490 real estates in the area as of March 2013
Western Equity Partners currently works with 400 real estate agents. They have strong
relationships with less than five real estate agents, are growing relationships with about 20
agents, and have weak relationships with the remaining agents. We desire to have more long-
lasting relationships with quality real estate agents in the area.
KEY PUBLICS
Page 3
HOME SELLERS
Home sellers we are trying to attract are those who are currently stuck in a bad situation and need
to sell their home fast in the Riverside area (with homes valued between $150,000 to $400,000).
They want to sell their home fast and be relieved of their current situation. They want cash in their
hand and to feel a sense of security for themselves and their family. This public also wants to be
respected by those who they work with.
There is a symbiotic relationship between Western Equity Partners and people wanting to sell
their homes quickly. The people trying to sell their homes need Western Equity Partners to get out
of their bad situation, and we need their homes as part of our business plan.
Demographics:
Usually in financial trouble
Struggling with their mortgage and often have a significant amount of debt
Usually have a lower- to mid-income and are struggling financially
Could have suffered a divorce, job loss, a severe injury or a financial disaster: any of these
factors could have led to a pit with their homes
Need to get out of a situation fast
Under a lot of stress and pressure
Top priority is to get rid of the home so they can better support themselves and their
families
POTENTIAL INVESTORS
Investors are looking to take money they have already earned and turn it into a profit. They are
interested in creating relationships with other investors and companies. They want security and
stability for themselves and their families and typically have already decided that they want to
invest their money in something even though they might not know where. There is currently no
relationship with potential investors, but Western Equity Partners is seeking out two separate
investors who will invest one million dollars each. There is a potential relationship of mutual
respect and care for the investor’s hard-earned money.
Demographics:
Typically investors are white males, with a professional background with high incomes
Younger investors typically investing at age 30 and older investors are over 60
Upper class with a larger income, over $200,000 annually or a net worth of $1,000,000
Investors make up only 1 percent of the U.S. population
TACTICS
Page 4
Tactics
STRATEGIC SOCIAL MEDIA
• Create an Instagram account • Post three times a week • Link each post to Facebook • Post before and after pictures of
finished homes • Post pictures of happy homeowners
in front of new homes • “You choose” post (We give followers
options of colors, styles and layouts for homes and they can ‘like’ whichever picture they prefer and we will implement it in our renovation)
• Post pictures of new homes for sale • Renovation updates of homes soon to
be up for sale • Pictures of fixture updates
#MakeoverMonday • Referrals or “featured” real estate
agents each month • Maintain active following of all real estate agents and like their posts as often as
possible • iPad giveaway • Testimonials from former real estate agents and home buyers • SEO: sell your home fast, get cash fast, Riverside homes for sale, we buy homes
Riverside, inland empire homes, short sale possibilities • Hastags: #WesternEquityPartners #sellyourhomefast #getcashfast #flipyourhome
#MakeoverMonday #InlandEmpire #KeytoYourFuture
• Consistently update Western Equity Partners’ Facebook page • Post before and after pictures weekly of homes we have refurbished • Post tips and current trends in market • “You choose” post • Post unexpected treasures from homes (humorous) • Ask trusted real estate agents we have long-lasting relationships with to post
testimonials on our page • Post pictures of new homes for sale • Renovation updates of homes soon to be up for sale • Pictures of fixture updates #MakeoverMonday • Referrals or “featured” real estate agents each month • Maintain active following of all real estate agents and “like” their posts often
TACTICS
Page 5
• SEO: sell your home fast, get cash fast, Riverside homes for sale, we buy homes Riverside, inland empire homes, short sale possibilities
• Upload YouTube videos • Video: “Being Informed is Key to a Smooth Home Purchase” • Time lapse videos of the “last 30 day” of our homes being renovated • Virtual tours of newly-renovated homes • Quick clips: ex: “Did You Know?” with tips about the home-selling process
TACTICS
Page 6
TRADITIONAL TACTICS
• Thank you letters for past real estate agents
• Email real estate agents with current listings and homes we are currently working on
• Send representatives from Western Equity Partners to real estate agency offices to give them information packets
• Have Jon and John take one real estate agent to lunch/coffee weekly to build relationships with new real estate agents
• Create a real estate email list where and send updates to agents who desire them
HOSTING AN EVENT
Event at newly renovated home to see improvements and changes • Invite 50 real estate agents (20 new real estate agents)
Send an invitation that includes a physical key, and an invitation with all the information on the event
Private invites via Facebook and email • Bring the key to the event and each key will be numbered (include the name and contact
info of its owner) and it will be a raffle “ticket” to win an iPad at the end of the event • Jon Garnett and John Plocher (the CEOs)
walking around and meeting every person in attendance
• Printed handout with information about Western Equity Partners to be available at the event.
• Sign in book, where real estate agents can leave their contact information (name, company, phone number, email, and Instagram handle)
• Refreshments (cookies in the shape of keys) and light lunch food provided by local bakery, served in the kitchen
• Before and after shots and the Western Equity Partners video on loop on the main monitor in the family room.
• Require some Western Equity Partners employees to come dressed professionally to be there to answer questions
• Make name tags for each Western Equity Partners employee at the event
• Send follow-up to all real estate agents who left information- Handwritten thank you letters in the shape of a key with company letterhead
TACTICS
Page 7
PAID TACTICS
• Classifieds post in the newspaper • Trade magazine article • Online banner ads • Pitch to local radio stations for radio ads • Car wrap on one employee car with Western Equity Partners’ messaging • H-frame lawn posters on all newly purchased and sold homes • Billboards
• Design #1: Stuck in your mortgage? We pay cash! • Design #2: Feeling alone in foreclosure? Let our 46 years of experience help. • Design #3: Need to sell your house fast? We guarantee to close any home within 30
days • Locations: Pedley, Woodcrest, Arlington, California
ONLINE NEWSROOM
• Landing page
• Contact page
• FAQ page
• About
• News releases
• Photos
• YouTube Video
TACTICS
Page 8
BIG IDEA EXECUTION
• Design a new logo that incorporates a key • Design new company letterhead to showcase new logo • Design employee email signatures to showcase new logo • Include keys in company workspace through interior design and creativity to create a brand feel
within the work environment • Make adjustments to the company website to include new logo, and big idea. For example, you
could incorporate an image of a small key instead of bullet points or use an image of a key in an overall theme on the website where it is visually appealing and appropriate
• Incorporate new logo on all social media platforms • Include design that shows keys in any printed, earned or owned media.
ENTICING INVESTORS
• Take current investors to dinner, and invite them to bring potential investors. • Follow up phone call from the CEOs during regular business hours to thank them for coming
and discuss potential deals • Following the dinner, personally deliver an information packet complete with:
Statistics A signed letter from the CEOs about commitment, Testimonials from current investors Before and after pictures of homes Infographic “Keys to Western Equity Partners” Contact sheet with all of our social media links Any necessary information on Western Equity Partners Progress reports (sales) Projections for the company Cover of the packet will have a picture of a key with our slogan
CONTACT INFORMATION
Page 9
Contact Information
BRITTANY BIVINGS NON-MORMON
LORIE GARNETT DAUGHTER-IN-LAW
Tel (407) 780-3021
@brittbivs
Tel (209) 993-1417
@lowgarnett
RAPHAEL MAGRE FRENCH GUY
STEPHANIE PROBERT CLEAT CHASER
Tel (801) 919-7412
@raphmagre
Tel (702) 682-6886
@stephprobert10
BPMG Agency
Public Relations Professionals
340 Brimhall
Provo, Utah 84601
Tel (801) 899-6302
www.bpmgagency.com
