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Sarfatti residence

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Sarfatti Residence targets university students studying at Bocconi who are seeking luxurious, convenient, and hassle-free accommodations.

Audience Type

  • B2C
  • University Students

Needs – Primary Buying Considerations

  • Accommodation close to university
  • All-inclusive utility bills
  • High-quality and modern accommodation
  • Flexible rental terms

Demographics

  • Age Range: 18-24
  • Gender: Both Male and Female
  • Geography: University of Bocconi and surrounding areas
  • Income Level: High (Affording luxury accomodation)
  • Profession: Students

Psychographics

  • Lifestyle: Busy (Juggling University Schedule)
  • What they value: Convenience, Quality, Flexibility
  • Pain Points: Hassles of apartment rental management, sharing costs with roommates
  • Buying Behavior: Consider long-term stay, value for money

Secondary Target Market (only if applicable)

  • N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • Sarfatti Residence provides well-heeled university students with hassle-free, luxury living steps from Bocconi University. Our full-service accommodations eliminate the headaches of bill-sharing and home maintenance, offering a carefree academic experience.

Understanding Their Pain Points

  • Struggles with managing bills and costs in shared living situations
  • Difficulty finding quality, convenient accommodations near the university
  • Lack of time and energy for regular home cleaning and maintenance

Transformation

  • Peace of mind with an all-inclusive living arrangement
  • More time and energy for studies and university life
  • Improved living standards within walking distance to campus

Unique Selling Proposition (USP)

  • Closest luxury accommodations to Bocconi University
  • All-inclusive service, eliminating hassle of bill-sharing
  • Flexibility in length of stay to accommodate various academic schedules

Brand Values & One-Liners

  • "Enjoy your academic journey – leave the rest to us."
  • "Luxury living for the discerning scholar."
  • "Your home away from home, a stride away from lectures."

Tone

  • Sarfatti Residence embodies a serene and luxurious tone that exudes the convenience and simplicity we offer. We aim to instill a feeling of comfort, ease, and premium service for our students.

Hero Text Idea

  • Flag Text: Luxury Student Living in Milan
  • Main Headline: Quality, Convenience, and Comfort for Bocconi students
  • Sub Headline: Discover hassle-free, fully managed accommodations just steps away from your lectures. No more wasting time on shared bills or maintenance – focus on your studies and enjoy university life to the fullest.
  • CTA: Explore Our Residences

3. The Media I Will Use to Reach my Target Market

Website

  • Continue using Wix platform given the current revenue and budget
  • Track conversions such as inquiry form submissions
  • Site should be mobile-optimized based on target demographic's tech usage

Social Media

  • Facebook and Instagram due to demographic
  • Post 3 times per week, featuring property images and testimonials
  • Collaborate with Bocconi University's official social media for cross-promotion

Paid Advertising

  • Google Ads for search intent
  • Facebook Ads for targeted outreach, leveraged remarketing
  • Prioritize campaigns aimed at lead generation

Content Recommendations

  • Blogs on student life at Bocconi University
  • Student testimonials and success stories
  • Tips for studying abroad in Milan

Directories

  • List on student housing directories like studyin-italy.it, erasmusu.com
  • Get listed on Google My Business for local SEO

Publications

  • Sponsored content on student-focused publications like Collegiate Times, Go Overseas
  • Guest posts on local lifestyle blogs and magazines in Milan

Partnerships & Outreach

  • Collaborate with Bocconi University for official accommodation partnerships
  • Local businesses for student discounts partnership

SEO and Content

  • Optimize website for keywords related to 'Luxury Student Accommodation near Bocconi University'
  • Regular blog posts for improved organic visibility

Offline and Local Media

  • Flyers and posters across Bocconi University
  • Sponsor local student events and fests for visibility

Online Events

  • Hold regular Webinars/Q&A sessions for prospective students and parents

Online Networking

  • Join student housing groups on Facebook and forums on websites like The Student Room

Cold Outreach

  • Email campaign targeting alumni network for referrals
  • LinkedIn outreach to university student coordinators and staff.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Online Tour of the Residence
  • Guide to Studying in Milan
  • Cost Comparison Calculator (Residence Vs Others)

Tripwire Offer

  • Taster Weekend Stay at discounted rate
  • Reservation with refundable deposit

Welcome Sequence

  • Immediate email acknowledgement with residence details
  • Followed by series of emails focusing on different features of service
  • Final email with a call to action for booking

Segmentation

  • Tagging leads based on their interaction with website (page visited, resources downloaded)
  • Segmenting between 'Hot leads' (filled out inquiry form) and 'Cold leads'

Chatbot and Automation

  • Implement chatbot on website for instant responses and booking inquiries
  • Automated Email campaigns targeting hot and cold leads

2. My Lead Nurturing System

Marketing CRM

  • Recommend HubSpot for its robust automation and CRM capabilities

Sales CRM

  • Use HubSpot's sales CRM for lead tracking and handoff process

Automated Follow-Ups

  • Welcome sequence post opt-in
  • Follow-up reminders if initial response is not received within a week
  • Reactivation sequence for cold leads, bi-annual

Newsletter

  • Monthly newsletter featuring student testimonials, property updates, academic tips
  • Segmentation based on stages of lease consideration

Retargeting & Ads

  • Meta retargeting for website visitors
  • Google Ads for local search intent

Social Media and Content

  • Weekly posts on Facebook and Instagram featuring residence amenities, testimonials, student life
  • Seasonal campaigns during admission periods

Webinars and Events

  • Quarterly webinar for Q&A about residence and leasing process
  • Local student events sponsorship for visibility

Other Nurture Channels

  • Implement Intercom chatbot for website inquiries
  • SMS follow-up if no response to email attempts

3. Sales Conversion Strategy

Sales Process

  • Continue current communication channels (emails/texts/calls) for inquiries and screening
  • Institute a standard response time (e.g., within 24 hours) to improve customer confidence
  • Digitize contract signing process via tools like DocuSign to increase efficiency and reduce friction
  • Establish an automated process for reminders and follow-ups for key sales stages

Sales Assets

  • Develop promotional materials highlighting the unique features of Sarfatti Residence
  • Create FAQ document to address common inquiries and reduce sales cycle times
  • Develop move-in guide for new residents to foster excitement and confidence

Testimonials and Case Studies

  • Request testimonials from happy residents to build social proof
  • Showcase testimonials prominently on website and in marketing materials
  • Develop case studies of satisfied long-term residents to highlight benefits and value

Conversion Rate Insights

  • Install conversion tracking on website via Google Analytics to understand journey and improve performance
  • Focus on conversion rate optimization for landing page and inquiry form

Urgency and Offers

  • Develop limited, time-bound offers (e.g., first month free for annual leases) to stimulate decision-making
  • Promote offers via email, website banner, and social media channels

Guarantees and Risk Reversal

  • Offer risk-free booking with refundable deposit until certain date to ease concerns
  • Clearly communicate policies on contract termination or change of rental term

Shock and Awe

  • Personalized welcome gift for new residents to create positive immediate impression
  • Conduct welcome tour of residence and nearby university to enhance connection and build excitement
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email including digital residence guidebook
  • Introductory call or video tour of residence
  • Detailed check-in and check-out procedure guide

Communication Cadence

  • Monthly email updates with any changes or upgrades to residence
  • Urgent text notifications for unforeseen events (e.g. maintenance work)

Client Education

  • Residence guidebook with info on utilities, amenities, and local services
  • FAQ section on website
  • Video tutorials for using appliances or facilities

Personalized Touches

  • Personal handwritten welcome note on arrival
  • Birthday acknowledgement and small token gift
  • Gratulation notes upon end-term examinations

Visuals and Documentation

  • Regular 'before and after' cleaning photos
  • Finely designed contract and other necessary documents

Feedback and Proactive Support

  • Quarterly customer satisfaction surveys
  • Fast response to complaints or issues, with a 48-hour resolution policy
  • Allow issues reporting through preferred student platforms (e.g. WhatsApp, Email)

Guarantee or Promise

  • 24/7 customer service guarantee
  • Promised regular cleaning service

Operational Excellence

  • Punctual check-in and check-out procedure
  • Standards for cleanliness, noise levels, and mutual respect among tenants
  • Rapid resolution of any maintenance work

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer discounted annual contracts to encourage students to stay for whole academic year.
  • Develop a renewal strategy, incentivizing students to extend their contracts early.

Upsells & Cross-Sells

  • Offer premium room upgrades for an additional fee (e.g., rooms with balcony or private bathroom).
  • Cross-sell additional services such as laundry or meal plans, if feasible.

Bundling & Packaging

  • Develop bundle packages that include additional services e.g., premium cleaning, laundry, meal plans.

Loyalty & Retention Programs

  • Launch a referral program rewarding students who refer new tenants.
  • Offer loyalty discounts to returning students who book for a new academic year.

Custom Services and Personalization

  • Offer personalized room decor or furniture choices for an additional fee.
  • Provide custom service tiers, like premium cleaning or laundry services.

Pricing Strategy

  • Offer discounted rates for students who commit to a full academic year.
  • Consider dynamic pricing during high-demand periods like start of academic year.

Customer Data and Insights

  • Implement a basic CRM system to collect, analyze, and track customer data for upsell, cross-sell, and churn opportunities.
  • Maintain records of preferences, complaints, and suggestions to improve the services and student experience.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Discount on next lease for successful referrals
  • Gift vouchers for local venues (restaurants, cafes, bookstores)

Shareable Assets

  • Personalized referral codes for easy tracking
  • Social media templates highlighting proximity and convenience

Timing and Triggers

  • Students moving out at end of term can refer incoming students
  • After each positive feedback or testimonial received

Client Success Stories

  • Real-life testimonial videos that can be shared on social platforms
  • Success story montages on the website’s dedicated referral page

Referral Contests

  • Seasonal contest offering a rent discount for the student with most successful referrals

Partner or Affiliate Programs

  • Collaborate with university's student clubs or societies for referral programs

Thank-You Experience

  • Handwritten thank-you notes for each successful referral
  • Special recognition of top referrers on the website

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