real estate
investement and
development
company
marketing
plan
Presented by:
Eissa Alesayi

Executive
summary
Real estate marketing is one of the marketing
activities aimed at transferring ownership of real
estate or renting it, knowing the current and future
needs of the population, and working to meet
them.
This research intend to build a marketing
plan for real estate investement and
development company .
The plan included several parts.

01.
Situation analysis

• Due to many
factors, most
notably:
• Currency price
inconsistency
• Riyadh procedures
against expatriates
• stability and
security of the
capital Sana’a
Market
summary Issues
• The real estate market is the safe
destination for Yemenis' savings...
• Escaping from savings in banks to
fencing lands and constructing
buildings
• Sana'a's housing crisis due to the
displaced has revived investment in
real estate
• The security and stability of Sana'a
prompted expatriates to invest their
money in its real estate
• Currency price inconsistencies
Results and effects

Results and
effects
Needs
Market
summary• Real estate offices located in the
main areas within the capital have
stopped working in the recent
period, due to the fullness of
apartments and houses and the
exaggerated increase in land
prices by more than 400%
• The suffering continues in the
absence of the construction of
giant residential neighborhoods
and not random buildings and
buildings that do not meet the
purpose by real estate brokers
and real estate investment
companies that only care about
• Mechanisms for
regulating and
monitoring the real
estate market.
• Real estate
valuation law and
guide.
• Real Estate Rental
Standards Act.
• Standards for
allocating state
property for
infrastructure
services.
• Enhancing real

Suggestions Solutions
• An urban development
strategy that includes a real
estate policy, a housing
policy, and the reduction of
urban sprawl on agricultural
land
• Solving the problems of
slums.......etc
• Establishment of a real
estate investment and
development company
affiliated to the General
Authority for Land, Survey
and Urban Planning
• Preparing a strategic plan
for the company
• Preparing an integrated
Real estate marketing deals with a product that distinguishes it
from other marketing products and the need for this product to
have an official (governmental) agency to confirm the sale and
purchase transaction (registration) and control in land and urban
planning
Market
summary

Market
segmentation
Geographic Segmentation:
By dividing the market into
geographical units
(Governorates, districts,
neighborhoods, lanes).
Psychological
Segmentation:
To better understand
consumers, Buyers within the
same demographic group,
Buyers are divided into groups
on the basis of
Demographic
Segmentation:
By dividing the market
according to Income.
Behavioral Segmentation:
By dividing buyers into groups
on the basis of their attitude
toward, use of, or response to a
product regarding of needs and
benefits (some benefits from it,
Some buy for passion,Same for

Market needs
• A diverse housing offer that responds to different
social groups.
• Facilitating citizens' access to adequate housing.
In addition to the following
benbenifits:
• Safe and stable real estate ownership free of
problems.
• Adequate housing in planned areas, formal
urban planning, far from slums.
• Adequate housing with all basic infrastructure
and services, including education, health and

Market growth
If there is an official government agency that
undertakes real estate development projects, there
will be a revolution in urbanization. This will enhance
people's confidence in real estate investment, and
growth in the real estate field will increase steadily
and with positive steps away from randomness and
property problems.

SOWT analysis
Strengths
• Priority in investing state lands to serve
development purposes.
• Choosing the best sites to suit the use of lands
within the plans.
• Selection of planned sites or planning of selected
sites at the highest level due to the availability of
the concerned staff.
• Providing engineering, design and marketing
consultations regarding places and prices.

Weaknesses
• The absence of a comprehensive inventory of
private state lands and real estate (owned by
ownership documents).
• The assault and appropriation of most of the
state's private lands and real estate by
property agents and tenants, and their refusal
to give it up except for exorbitant sums
according to custom, right (naughty).
• The lack of clarity of the laws defining the
state's ownership of public lands from the
teenager and the like of great fluids, beaches,

Opportunities
• Partnership with various government agencies,
whether in securing land protection.
• Partnership with government agencies in providing
all infrastructure and basic services for the sites
selected for investment.
• Partnership with the private sector and banks in
financing investment projects.
• Opening the door to investment for foreign capital to
establish investment projects in the country's lands.
• Re-activation of the Housing Bank.

Threats
• Stop disposing of state lands and real estate in
accordance with presidential directives.
• Not accepting the project idea from the
government.
• Fighting the idea of the project from the capital and
the influential monopolists of the real estate
market.
• Conflict with some laws (local authority law,
investment law...etc.).

Competition
• Relevant government agencies (such as the
Ministry of Public Works and Roads represented
by the housing sector, the Ministry of Local
Administration, the General Authority for
Investment) and other ministries and government
agencies such as the Ministry of Industry and
Trade, the Ministry of Tourism and the Social
Fund for Development.
• Public, private and mixed companies such as
investment and real estate development

• product& service
offering
• The company will offer various real estate products(
selling, renting) the most important of which are:
• (residential, commercial, industrial, agricultural
,.....etc)
• Residential real estate (real estate for housing
purposes, apartments, independent houses,
apartments, villas, Residential compounds, residential
cities) and others.
• The company also will offer various real estate
services such as:
• Providing marketing consultations in the field of
prices, choosing the best sites, and others.
• Providing engineering, planning and design

• Identifying the current and future needs of the
population for real estate of all kinds and working
to satisfy them in the appropriate time and place as
much as possible as much as possible in light of
the society's trends, customs, and traditions, and
the various regulations and laws set by the state to
regulate the real estate market.
• In addition, The company must ensure total
customer satisfaction.
Key to success

Critical issues
• Establish itself as the premier Real estate
development company.
• Creating a distinct brand in the real estate sector
and improving its reputation.
• Assisting the government in bridging the housing
gap and solving the problems of random
construction.ase .
• Constantly monitor customer satisfaction.

Marketing strategy
02.

The key to the marketing strategy is
focusing on Real estate product
development, increasing real estate
products according to demand, and
diversifying real estate products.
Marketing strategy

Mission
Achieving the maximum benefit from the lands and
real estate of the state and making optimal use of it,
eliminating real estate speculation, creating a
suitable environment to attract investment,
developing the republic’s urban areas, and
establishing real estate projects to solve the
problems of housing and random construction.

Marketing
objectives
• To Maximize competitiveness through strong growth
each year, efficient production and selling at premium
prices to the target market.
• To improve reputation, creating a positive impression,
and achieving consumer satisfaction from the first
year.
• To plan and act to satisfy continuity, and to achieve a
steady increase in market penetration.
• To Maximize profits and market share 5 percent per
year for the first five years .
• To develop research and development budget as a
Financial
objectives

Target markets
• real estate sector market of 50,000 people in the
capital, Sana'a
• by advertising and promoting real estate
development projects targeting all social groups,
and we expect the target market to reach
500,000 people.
•
• after the first year of establishment
• we will targeting the governorates of Ibb and Al
Hudaydah, and then expanding to the rest of the
governorates after the second year.

Positioning
The company will position itself as the premier
in real estate investment and development
market. This positioning will be achieved by
leveraging the company competitive edge: staff
experience and land ownership .

Marketing tactics
03.

Marketing tactics
• The marketing program will seek to first create
customer awareness concerning the offered
products and services and then develop the
customer base.
• the company marketing program is composed of
the following approaches to:
• product, prices, people, process, place, physical
environment, and promotion .

product
The company, with the staff it owns and who has
experience for more than 15 years, is the most
capable of determining the needs and desires of the
population when choosing the locations of buildings
and buildings, in terms of size, design and location,
and providing the necessary services. In partnership
with government agencies, the company will pave
main and secondary roads, dig sewers, and provide
electricity , extending telephone lines, and providing
potable water and other things before allocating real

Price
• The price policy of real estate products depends
on a set of interrelated factors, the most important
of which are the following:
• Location of the property, type of property,
competition, standard of living for citizens, need
and urgency, cost, level of profits desired by
sellers, goals, regulations and laws.
• These and other factors combined greatly and
effectively affect the buyer's decisions.

People
The company's employees play an important role
in operations and production and form part of the
service. There is an interactive relationship
between them and the consumer and an impact on
the general acceptance of the consumer.
The company will train all staff professionally on
ways to deal with the consumer.

Process
• The process of transferring real estate ownership
from the company to the buyer directly, by
registering this process (the buying and selling
process) in the competent authority, which is (the
General Authority for Lands, Survey and Urban
Planning)
• And because the company follows the authority
administratively, it will complete all legal
procedures for real estate registration on behalf of
the citizen without resorting to a real estate broker

Place
• The buyer looks at the location of the real estate
strategically, and attaches great importance to it in
the present and the future. The presence of
commercial real estate in a commercial area or in
the city center or the main commercial streets gives
it an advantage over the rest of the real estate
located in other places, in terms of its ability to
generate profits, and increase the demand for it by
those involved in trade
• The same applies to residential real estate, as the
presence of these real estate in areas or
neighborhoods where the necessary services are
available such as paved streets, sewers, schools,
places of worship, health institutions

Physical
Environment
• The real estate product is subject to the influence of
environmental changes like other marketing
products, as the political conditions that the country
is going through
• As for the economic conditions, they also directly
affect the demand for real estate products
• As for the social conditions and factors that are
related to the norms, traditions and social
values prevailing in society, such as keeping the
family together in one house even after the

Promotion
• The company aims to introduce the target buyer
to the real estate (product) and convince him that
it is consistent with his needs, desires and
financial capabilities, and urge him to complete
the purchase or sale transaction.
• The company will promote all its projects through
the use of a promotional mix consisting of the
following elements:
• Advertising (TV's, Radio and jjournals ).
• Personal selling.
• Social Media.

Promotion
Create a website
The company will create an easy to use and informative
website. This site will be the first stop for people looking to
learn about the company and browse its products. As well as
designing a mobile application for the company.
CRM Real Estate Customer Relationship
Management
The company will design CRM software to allow it to
seamlessly manage its real estate business from a single
platform both on-premises and on the road because the data is

Marketing
Research
The company will benefit from the experiences of
neighboring countries and successful international
experiences in market research by collecting data on
the behavior and characteristics of consumers of real
estate products and collecting all inputs through
surveys when developing the marketing mix and
seeking feedback from consumers to develop
programs and evaluate marketing campaigns.

Controls
• The purpose of the company marketing plan is
to serve as a guide for the government. The
following areas will be monitored to gauge
performance:
• Revenue: monthly and annual
• Expenses: monthly and annual
• Customer satisfaction
• New-product development

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Tha
nks