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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Town Centre Commercial primarily targets business owners and investors who own or seek to own commercial properties in town centres. These individuals value expert insights, speedy decision-making, and close relationships.

Audience Type

  • B2B
  • Commercial property owners, investors, and occupiers

Industries (if B2B)

  • Commercial Real Estate
  • Retail
  • Healthcare
  • Hospitality
  • Childcare services

Needs – Primary Buying Considerations

  • Expert advice and guidance in commercial real estate
  • Effective problem solving for real estate concerns
  • Fast and transparent dealing process

Demographics

  • Age Range: Not specified. Assumed to be adult property owners and investors.
  • Gender: Not specified.
  • Geography: United States, specifically near town centre locations.
  • Income Level: High, considering the commercial asset tangibility.
  • Profession: Business owners, investors, real estate professionals.

Psychographics

  • Lifestyle: Highly invested in their business operations and investments.
  • What they value: Expertise, speed in decision-making, personal relationships, continual insights.
  • Pain Points: Commercial real estate challenges, need for income-generation from properties.
  • Buying Behavior: Likely informed and strategic in their choices.
  • Decision Making Roles:
  • Primary Decision Maker: Business owners, investors.
  • Secondary Decision Influencers: Real estate advisors, financial advisors.
  • Support Roles: Legal advisors, property managers.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Town Centre Commercial provides owners and occupiers of town centre properties with dedicated commercial real estate services, leveraging rich market insights and relationship-building expertise to transform their properties into income-generating assets.

Understanding Their Pain Points

  • Difficulty in managing commercial real estate complexities.
  • Struggling to fully leverage property assets for income generation.
  • Pain of dealing with unresponsive, broad-scope agencies.

Transformation

  • Clients achieve financial success through expert property asset management.
  • They experience a sense of relief and trust through consistent, responsive communication.
  • Clients see their properties’ full potential realized.

Unique Selling Proposition (USP)

  • Specialized focus on town centre commercial properties.
  • Commitment to relationship-driven service and deep market insights.
  • Solo operation model delivers unmatched speed, responsiveness, and personalized service.

Brand Values & One-Liners

  • “Transforming properties into profit — efficiently.”
  • “Your town centre property, our focused expertise.”
  • “Responsive, reliable real estate solutions.”

Tone

  • Town Centre Commercial communicates in a clear, personable, and professional manner. The brand instills a sense of trust and confidence in customers through consistent engagement and in-depth understanding of the niche.

Hero Text Idea

  • Flag Text: Since 2020 — Your Town Centre Property Champion.
  • Main Headline: Transforming Town Centre Properties into Profit.
  • Sub Headline: Leverage our focused expertise and exceptional service to unlock your property's full potential.
  • CTA: Begin Your Property Profit Journey Today.

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

Website

  • Continue building up the eCommerce capabilities for online lead generation
  • Platform: Maintain the current platform
  • Recommended conversions to track: Website visitors, form submissions, and calls
  • Focus on both mobile and desktop audiences

Social Media

  • LinkedIn: Showcase property listings and share industry insights (2 posts per week)
  • YouTube: Produce walkthrough videos of property listings (1 video every 2 weeks)

Paid Advertising

  • Google Ads: Focus on keywords related to commercial real estate in town centers
  • LinkedIn Ads: Reach potential B2B clients in the real estate industry

Content Recommendations

  • Write blog posts on commercial property investment tips
  • Create case studies of successful property deals

Directories

  • Zillow and LoopNet: List properties on popular real estate directories
  • Alignable: Engage with other local businesses

Partnerships & Outreach

  • Partner with local businesses, like banks and insurance firms
  • Network at real estate events

SEO and Content

  • Target keywords related to 'town centre commercial properties'
  • Write informative blog posts on commercial real estate topics

Offline and Local Media

  • Attend local business events
  • Memory stick with property listings for direct mail campaigns

Online Events

  • Host webinars on commercial real estate investment strategies

Online Networking

  • Participate in LinkedIn groups related to commercial real estate

Cold Outreach

  • Use LinkedIn to initiate conversations with potential clients
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Downloadable E-Book: 'Maximizing Your Town Centre Property Investment'
  • Free Market Report: 'Latest Trends in Town Centre Real Estate'
  • Property List: Access to exclusive property listings

Tripwire Offer

  • Initial consultation: Audit of commercial property portfolio and investment goals
  • Mini service: Property value estimation

Welcome Sequence

  • Email 1: Introduction to Town Centre Commercial and benefits of services
  • Email 2: Highlight some successful client case studies
  • Email 3: Present the unique selling proposition with a call to action for consultation

Segmentation

  • Tag leads based on property type of interest (shops, medical premises, etc.)
  • Segment according to lead's position (owner, investor, or occupier)

Chatbot and Automation

  • Implement a chatbot for real-time FAQ support
  • Use automation to schedule property visit appointments

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Zenu
  • Automation capabilities: Basic automation for lead management
  • Recommended improvements: Integration with other marketing tools for efficient workflows

Sales CRM

  • Current platform: Zenu
  • Pipeline tracking: Yes, but underspecified
  • Recommended upgrades: Consider implementing a more tailored CRM like HubSpot for its advanced reporting and forecasting features

Automated Follow-Ups

  • Types of automations: After initial call, sign-up thank you email, post-consultation next steps, regular market updates
  • Frequency: Initial follow-up within 24 hours of inquiry or sign-up, regular follow-ups every 2 weeks

Newsletter

  • Frequency: Weekly
  • Topics: Market insights, property investment tips, success stories, new listing previews
  • Segmentation: By property type interest (Shops, Medical Premises, etc.)

Retargeting & Ads

  • Platforms and goals: Google Ads and LinkedIn Ads for increasing brand visibility and lead generation

Social Media and Content

  • Posting frequency: LinkedIn (2x weekly), YouTube (2x monthly)
  • Content: Property listings, industry insights, client testimonials

Webinars and Events

  • Suggested cadence: Quarterly webinars on commercial real estate investment strategies

Other Nurture Channels

  • Chatbot for instant FAQ support and lead engagement
  • SMS reminders for property viewings and consultations

3. Sales Conversion Strategy

Sales Process

  • Maintain a relationship-driven, insight-led approach to sales.
  • Improve tracking within Zeno CRM to identify conversion bottlenecks.
  • Standardize outreach and follow-up with clear templates based in Mailchimp.
  • Systemize the reactivation of stagnant leads within the CRM.

Sales Assets

  • Develop standard email templates for initial outreach, follow-ups, and reactivations.
  • Create a compelling sales presentation highlighting USP and case studies.

Testimonials and Case Studies

  • Collect testimonials post-sale or lease completion.
  • Generate case studies showcasing successful deals and client testimonials.
  • Display testimonials prominently on website and in marketing materials.

Conversion Rate Insights

  • Set up conversion tracking in CRM and website.
  • Continually optimize sales process based on conversion data.

Urgency and Offers

  • Highlight current market trends to create urgency.
  • Develop fast-response incentives such as faster processing or negotiation for immediate decisions.

Guarantees and Risk Reversal

  • Emphasize commitment to transparency, responsiveness, and client success.
  • Consider a service-level guarantee around response times or reporting.

Shock and Awe

  • Send a personalized welcome package to new clients—include a personalized letter and branded gift.
  • Implement a client appreciation program—regular check-ins, birthday messages, anniversary celebrations.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email introducing the business and setting expectations for the client journey
  • Kickoff call to discuss client’s property and investment goals
  • Physical welcome kit with property market insights and testimonials

Communication Cadence

  • Weekly client updates via email, phone calls, or video meetings
  • Monthly performance report with market dynamics and property performance

Client Education

  • Access to a knowledge hub of local property market insights
  • Regularly updated, expert-led webinars discussing industry trends and tips

Personalized Touches

  • Annual milestone recognition via customized gifts or discounts
  • Birthday and holiday cards personalized with a handwritten message

Visuals and Documentation

  • Detailed monthly reports with property’s performance metrics
  • Property visuals and market comparison snapshots

Feedback and Proactive Support

  • Semi-annual client feedback surveys to continually improve service
  • Rapid, personalized follow-up on feedback to resolve issues early or celebrate successes

Guarantee or Promise

  • Responsive communication promise: All calls or emails will result in a response within 24 hours

Operational Excellence

  • High standards for communication: clear, concise and respectful
  • Prioritizing punctuality in meetings, calls, and property inspections

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce a contract renewal incentive, such as discounts or additional service features.
  • Offer annual contract options at a discounted rate to encourage commitment.

Upsells & Cross-Sells

  • Introduce a property management service add-on for end-to-end real estate solutions.
  • Develop a tenant connection service for investors seeking renters.

Bundling & Packaging

  • Offer a premium service package inclusive of sales, leasing and property management.
  • Introduce a comprehensive asset management service, bundling property management and leasing.

Loyalty & Retention Programs

  • Implement referral incentives like fee discounts for clients referring new business.
  • Introduce a loyalty discount program for clients who repeatedly use services.

Custom Services and Personalization

  • Offer white-glove tier services e.g. premium listing or priority access to new properties.
  • Introduce personalized market analysis for high-value clients.

Pricing Strategy

  • Value-based pricing for high-value assets or high-volume clients.
  • Provide incentives for long-term commitment e.g. discounts on ongoing contracts.

Customer Data and Insights

  • Leverage CRM to identify churn, growth opportunities and customer behavior patterns.
  • Systematize customer feedback collection to uncover service improvement areas.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Discount on future services to referrers upon successful referral closure.
  • Exclusive early access to new property listings for referees.

Shareable Assets

  • Social media posts highlighting successful property deals.
  • Digital 'Refer a Friend' cards with unique codes for tracking.

Timing and Triggers

  • Request referrals post successful deals.
  • Automate referral requests in post-deal communication.

Client Success Stories

  • Gather and share testimonials of satisfied clients in newsletters and social posts.

Referral Contests

  • Run bi-annual 'Most Referrals' contest with a reward of complimentary services.

Partner or Affiliate Programs

  • Collaboration with hospitality venues, medical practices or childcare services in town centres.

Thank-You Experience

  • Premium thank-you gestures for top referrers such as fine dining vouchers or local business gift cards.

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