Marketing Plan

Description of Product and Services

Necron Properties (Pty) Ltd is offering home buyers many of the amenities found in higher priced homes, without sacrificing comfort or functionality – and first-time buyers can relate to the prices.

Features and Benefits

Homes range from 240-270 square meters with builder design and are all situated in Security Estates with Clubhouse and swimming pool.  Currently the price of the homes includes 455 square meters of land.  The homes feature:  Double storey/split level, double automated garage, three bedrooms, study, two and a half bathrooms, two living areas, built-in cupboards, granite tops throughout, kitchen with gas stove and maids quarters.  Up market finishes. Paving and lawn.

The benefits for a home buyer are substantial.  Homeowners build equity in their home as if it was a savings account.  Prices of homes continue to rise, due to inflation.  Due to the marketing strategy and selling price of Necron Properties (Pty) Ltd, the homeowner has the ability to sell at a higher price within a short period of time.  With the interest rates at the current level and the letting of properties at a prime rate, the families can purchase homes providing them with an asset for close to the same amount they are paying in rent.

The benefits in buying a new home from Necron Properties (Pty) Ltd come down to four basic benefits – quality, investment, efficiency and affordability.

Quality – is provided by craftsmanship and one-on-one customer relationship with the owners.  In addition to personal relationship, the new home buyers will have the opportunity to choose from high quality, up-market features or enhance their home further with products of their choosing.  The quality of the finish product and the care the home was built with will be seen again at closing.  The homes are professionally cleaned.  The windows are washed, carpets cleaned and all touch-ups are done.  All cupboards are cleaned and polished.  The tile floors are hand scrubbed.  The new home buyers can unpack and enjoy their new home immediately.  Quality does not end when the buyers move in.  The new home owners have a one year complete warranty on their home.  A five year structural warranty is given within the NHBRC requirements.  The work will be completed at no charge to the owners within the first year.  We will even meet them at home to review the work to be done.

Investment – Due to the immediate equity available in the properties, the homeowner would be able to make an immediate profit when selling the property.

Efficiency – The efficiency of the home will be noticed immediately as all our homes are north facing and will cut down on the heating bill.  All our ceilings are covered with rhinolite cement, thus reducing heat to escape.

Affordability – Necron Properties (Pty) Ltd strives to keep its overhead cost to a minimum in order to offer quality up-market new homes at a bargain price.  These prices include land in a Secure Estate with Clubhouse and Pool.

Marketing Strategies

Location /Distribution

Necron Properties (Pty) Ltd is a home-based business.  We meet with customers and promote the company and products at the building site.  Administrative functions are performed out of our in-home office.  By utilizing new homes under construction as our business site, we are able to show the “features and benefits” of the home.  Somebody is at the job site throughout the day and usually on the weekends.  It also allows us to keep our overhead costs to a minimum.  If we utilize an office outside of the home, we would need to keep it staffed during the work day.

Advertising

Most of the advertising of the homes is done by real estate brokers and the cost is included as part of the commission.  Our homes are featured in the Property trader, Homefinder and several online web pages.  Open houses are held daily and special shows are arranged on weekends.  In addition, we have for sale signs advertising home sites with the company’s information on the advertising boards.