Starting a Real Estate Business?
How to Write a Real Estate Business Plan (FAST)
Step by Step
There is no doubt that the perfect Real Estate Business Plan will be a game-changer for your business.
In fact, studies show that people who have a business plan not only grow their companies faster but also have a greater chance of saying on track!
This is why our Team at EntrepreneursGateway.com has put together this detailed business plan example to give you all the information you need to map out an award-winning real estate business plan.
Ready to achieve and exceed your professional goals?
#1 Executive Summary
a Real Estate Business Plan
The Executive Summary section of your business plan outlines what your business does. It summarizes the company’s key points and introduces the rest of your business plan’s content.
The main goal is to convince either the bank or an investor to invest in your business by providing start-up capital. This is why it is vital that you provide a solid case for your business idea – and why your executive summary is so important.
In this real estate business plan sample, the executive summary is made up of:
- Target Audience.
In the Company section, we’ve talked about the key staff member, the expertise and experience he brings to the table, as well as the proposed project and the opportunities it will bring to the local area. The Vision talks about the actual business model and what is going to make it appealing to the target market – which is described in more detail in the next section as we have described who they are.
Check it out and feel free to lift anything you want.
Mickey Mouse has an exemplary track record and 35 years of experience in the golf and leisure industry – having recently retired from multi-million-pound golf and leisure homes complex ABC Golf & Country Club in Scotland, which became a part of the Disney Magic Group of companies in 2007. The flagship of this company is the Shadow Creek Golf Club in Las Vegas. Mickey is now keen to begin his next independent venture.
Mickey was instrumental in the concept, development and success of ABC. He now wants to take his experience and this proven business model and create a world-class golf venue with luxury leisure facilities and one, two, and three story holiday homes set within a stunning California location.
The proposed site is currently confidential, and Mickey is in the process of arranging initial meetings with the landowners to discuss his venture, as well as his vision for the use of the land. The site details may be divulged to prospective investors, suppliers, and agents, but will otherwise remain confidential for the time-being. The land itself is made up primarily of remediated quarry land and redundant woodland with natural undulations that span from 90ft above sea level to 30ft below sea level.
Infrastructure to and from the site is good by road, and also by air for patrons with their own helicopter, or those who want to fly in. In other words, it is the perfect site on which to build a world-class golf and leisure complex, whilst also remaining sympathetic to the natural beauty and conservation of the area.
The company is currently in the startup phase. The Rose Hill venture will be a family-run business with Mickey Mouse and his daughter Minnie Mouse heading the management team. Minnie Mouse was Park Manager at ABC Golf & Country Club, and also brings with her years of experience and expertise in the golf and leisure industry.
Our vision is to develop and nurture a family business that creates security and longevity for our family for many generations to come, and an exclusive and beautiful leisure facility for our clients and their families and friends to enjoy. We are also passionate about creating jobs and opportunities for local people and building robust relationships with local and national suppliers and contractors.
Escape the stresses of modern life and indulge yourself at Rose Hill – the home of world-class golf and premium leisure facilities in the heart of North California.
Set amidst a stunning location within a 400-acre private estate, Rose Hill is widely considered to be one of the finest golf resorts in the USA, and indeed the world. Rose Hill features 18 holes of unrivalled golfing, and exclusive, luxury facilities that simply cannot be found anywhere else in the country. With its US PGA Specification greens and tees, tree-lined fairways, and stunning location, it is one of the most challenging, rewarding and beautiful golf courses in the USA today.
Exclusive luxury homes are scattered amongst lush gardens, giving the feeling of living in the middle of a nature reserve. Our beautifully appointed hotel and spa offers outstanding facilities including luxury accommodation, fine dining and full spa facilities. For the more adventurous, our lagoons and lakes offer a wide array of water-based activities. Whilst there will be other facilities on site (and more are planned for the future), golf is the element that will predominantly attract people to the immaculately manicured complex.
Whether golfers or non-golfers, our clients will have the pleasure of being on a golf complex that they know is always going to be maintained in pristine condition all year round.
The proposed build time for the golf course will be two years. However, the holiday homes will be made available long before the golf course is open for play. The natural beauty and stunning location of the site, as well as being able to see world-class golfing facilities being created first hand, will be enough to attract property sales from day one.
In addition to the golf course and luxury holiday homes, there will also be a hotel complex built on site, complete with club house, restaurant and spa facilities. This will form the main socializing hub for the golf course and its members. However, we believe it is essential to maintain an air of exclusivity to the hotel and its facilities.
There is also the potential for inland watersports, equestrian and wildlife considerations on the site, but these elements will be addressed once the golf course, holiday homes and hotel are complete. They can certainly be part of our marketing plan however and be listed as future developments to attract holiday home buyers.
We will look into designs for these areas so that we can present architect’s concept drawings as part of our holiday homes brochure.
One of the most unique aspects of the complex will be its luxury holiday homes. Our plan is to offer a range of one storey lodges in addition to modular 2 and 3 storey homes of the highest specification. There is significant profit margin potential in all of these options, and we already have a preferred local manufacturer in mind for the supply the majority of these homes.
The target audience for our holiday homes will be high-wealth individuals in the 40+ age bracket, looking for their second or third holiday home. We envisage that the majority of home buyers will hail from all over the USA. In our experience, the prospects in these locations are looking for luxury holiday homes investments closer to their main residence that they can use at weekends or longer periods, and also rent out when not in use. In our experience at ABC we have seen firsthand that with investors from the USA the market for holiday homes is buoyant, but we are also aware that buyers are often looking for a more exclusive and luxury holiday home, something which is not currently offered in the North California area. We have also spoken in-depth with property agents in the area who are confident that there is a keen market for luxury holiday homes in the region.
#2 Real Estate Investment Business
Plan Company Profile Section
The Company Profile is also known as the Company Description. If it’s well written, your potential investors will find it easy to understand your business model, your mission and goals, and how it’s going to meet the needs of your target market.
For the purpose of this real estate business plan, we’ve included the following:
- The Company and Management Team
- Mission Statement
The Company Profile
The Company and Management Team
We are a start-up company with over 27 years of collective experience in the golf and leisure industry. We are passionate about the industry, and most of all, seeing clients enjoying their leisure time in beautifully designed facilities in stunning locations. Mickey Mouse, former Managing and Operations Director at ABC Golf & Country Club, and his daughter Minnie Mouse will front the management team with the rest of the management team being appointed once the project gets the green light.
Thanks to our years of experience and contacts in the industry, we have built strong relationships with many contractors, builders, engineering consultants and suppliers meaning we can hit the ground running once the first wave of investment is in place.
“To provide excellence in golf, and a leisure resort that will become renowned for world-class golfing and luxury homes and facilities. This will be accomplished by welcoming those who share our core values and establishing a challenging high-quality golf course and exclusive facilities. Rose Hill is dedicated to improving every facility it offers, so that they are enjoyable and accessible to all its members. The golf course will be maintained in design and character so as to preserve its natural surroundings. Rose Hill, California will positively contribute to the game of golf in the USA and the local community.”
The objectives for Rose Hill for the first three years of operation include:
- Design, develop, and maintain a world-class golf resort that will attract local, loyal clientele as players, and high-wealth individuals as players and property.
- To continue to develop the proposed site to increase our appeal and create new revenue.
- Use strategic alliances and players’ word-of-mouth recommendations to make Rose Hill a destination resort for avid players from across the USA and around the world.
- To assemble a professional team of experienced and effective staff.
#3 Real Estate Business
Products & Services
The Products and Services section needs to be much more than simply a list of what your new business is going to provide.
This is especially important if you’re looking to get funding; so make sure that you showcase the value, the quality, and the benefits of your business.
- What sets you apart from your competitors?
- How does your pricing compare?
- Why would people buy from you as opposed to your competitors?
Here’s the example.
Products & Services
Rose Hill will offer a range of services and activities on one site. Golf will be the main attraction, but the luxury holiday homes will be the element that generates the most profit, and which offers the biggest profit margin. Our golfing facilities will be some of the best in the USA and will offer a world-class and challenging course in a breath-taking location. The quality of the Golf course and the facilities buildings will entice high wealth buyers to purchase a holiday home on the complex, and to enjoy the monetary and recreational benefits of owning a property in a highly sought-after golf resort. Our hotel and spa will become the central socializing point, and will offer at least 50 rooms, a clubhouse, restaurant, golf shop and spa. Other activities such as wildlife conservation, water sports and equestrian can be addressed at a later date but will be part of our marketing plan and listed as future developments.
The resort will offer private security gated grounds where our high wealth clients can enjoy our country park estate, excellent golfing, fine dining and enjoying time with people within their social set. In addition to the facilities above, we will also be providing a helipad for private and chartered helicopters.
Rose Hill will offer the following services and facilities:
- 18-hole golf course designed by a famous architect and endorsed by a leading golf professional yet to be decided.
- A range of one, two and three storey luxury turnkey holiday properties.
- A hotel offering panoramic 360 views of the resort, and 50+ luxury rooms.
- Spa and leisure facilities.
- A clubhouse and restaurant within the hotel.
- Water sports and other outdoor activities as future developments.
Our primary revenue streams will include:
Golf Membership – $1,500 per annum + Taxes
Golf Green Fee – $120 per day
Leisure & Spa – $800 per annum plus Taxes
Hotel – 50 rooms charged from $90 per night based on bed & breakfast
We may also consider offering a range of membership packages to encourage local residents and holidaymakers to the region to play at the course. This is detailed later under the Marketing Strategy section.
Whilst the site must remain confidential at this current moment in time, we propose the golf resort to be situated just outside Durham, California.
With fantastic amenities nearby, excellent transport links by road, rail and air, not to mention the natural beauty of the land we have in mind, we believe the resort will become one of the most sought after leisure resorts for those looking for a second or third holiday home combined with world-class golf and leisure facilities.
The site we are interested in has naturally undulating landforms which can form the perfect locations for greens, tees and fairways, and we would also look to make use of the natural woodland that is currently present. The bulk of services, including gas, electricity and water should already be available on site, and there is also a large supply of silica sand on site – the base material of all Championship standard golf courses.
The Golf Course
The golf course will be the main attraction on the complex and will be one of the most attractive and sought after 18-hole courses in the country. With championship courses like Wentworth in Surrey England, Augusta National in the United States as our benchmark, we want to offer our members the best golfing experience possible, and to attract golfers from across the USA, and indeed the rest of the world. We will need to hire the services of a reputable and renowned golf course architect to lead the development from concept to completion. In choosing the right architect, we can ensure the best design, and avoid the project becoming unnecessarily complicated, expensive or drawn out. There will be nothing quite like our resort in the USA, and this will attract attention from high wealth individuals wanting world-class golfing on their doorstep, as well as a second or third holiday home in a beautiful setting.
The golf course architect will assess design opportunities and restraints and review site surveys. Whilst some documentation already exists regarding the land, we would order a complete refresh, and order new survey of the physical elements of the proposed site. We are currently in talks with a well-known golf course architect and will be able to release further details shortly.
Hotel & Leisure Spa
Our boutique hotel will form the central reception hub and meeting point for the resort, and will incorporate 50+ rooms, club house, restaurant, a golf shop and spa facilities including a swimming pool and steam, sauna areas and zen gardens. Our hotel rooms are the perfect way for potential property owners to try before they buy, and to really immerse themselves in the luxury golfing resort lifestyle. The hotel will provide a number of revenue streams, and we would also look at hosting private functions exclusively for our homeowners within the hotel and its grounds. It is essential however that we maintain an air of exclusivity, especially for owners of our holiday homes. We are also looking into the types of offers we would have running, with stay & play (hotel stay and round of golf) being offered with all costs being reimbursed against an eventual purchase of a property.
Our boutique hotel will offer all resort services under one roof. It will offer striking 360 degree panoramic views of the entire complex, and will be designed by a leading architect. We are looking into having the hotel constructed using oak timber to create a beautiful building that blends perfectly into its natural surroundings. Mickey Mouse’s family works in the oak timber/bespoke joinery sector, manufacturing & importing from France and Latvia, and we are currently talking about costs and design considerations.
Mickey Mouse has extensive knowledge of property sales within a golfing complex, and he has seen the demand for these properties grow year on year, More and more high wealth individuals are looking to purchase their second or third holiday home, but as yet there are no luxury resorts that tick all the right boxes. We aim to fulfil this requirement, offering a range of beautifully designed and appointed homes in a stunning setting. We will be offering a range of single storey lodges, and also, two and three storey homes designed by a reputable architect. These properties will truly be out of this world and will bring us high returns due to their considerable profit margins.
We will be offering a range of one, two and three storey homes to our customers. These turnkey properties will be unlike anything our prospective buyers will have seen in the region before. Lakes by Yoo in the Cotswolds, UK is a very close match to what we would like to achieve with our two and three storey properties, and combined with the business model that has already worked so well at ABC, we think the profit opportunities for luxury properties on our complex will be substantial.
Mickey Mouse has a strong supplier relationship in mind for the single storey lodges, and details of this supplier can be found further in this document. A supplier will also be required for the two and three storey homes, and details of this supplier will be added to this document once further research has been carried out.
#4 Real Estate Business
Situation & Market Analysis Section
This section of a business plan is very often glossed over because, more often than not, the business owner is so involved within their business that it doesn’t occur to them that they can learn something by writing this down!
This section is one of the most important aspects of your Real Estate marketing plan.
In fact, it defines where you are currently in terms of your market, product, customer, and competition. It also allows you to look at both internal and external factors and to review and document the strengths and weaknesses of your business, as well as identifying any opportunities and threats within your marketplace.
It can include:
- Market Analysis & Trends covering your demographics, geographic and psychographic profiles
- SWOT analysis
Here’s the example.
Market Analysis & Trends
From King’s Lynn to Cromer, North California is a thriving region where property sales are booming, especially with people looking to relocate or to purchase recreational property. In fact, North California prices compare very favorably with property prices in other parts of the USA, where the “second home effect” is most clearly visible.
According to statistics from leading property agent, almost one in 10 properties in North California are second homes. A report by the Housing Federation also shows that the North California district has the sixth highest number of second homes in the country. This data is of particular importance – despite golf being our key attraction, it is the property sales that will bring us substantial profit.
Golf continues to be a popular sport in the USA and is the sixth most played sport across the country. Although golf participation remains at its lowest level for over a decade, studies show clear progression and opportunities for the sport to grow and flourish. The latest figures in 2015 showed an increase in female participation, and a rise in the number of ‘avid’ golfers – those who play 1-2 times a week average.
In addition to encouraging annual memberships, we would also look to attract the more infrequent golfer, or holiday golfer looking to play on a more ad-hoc basis. We would look at offering 3, 7, 10 and 14-day membership packages as well as a single day membership fee. The 3 and 7-day packages would reflect a 10% saving on the single day rate, and the 10 and 14-day packages would reflect a 15% discount. Residents would also be entitled to a discounted membership of 30% for course use and a 20% discount in the shop and spa.
We will primarily be targeting high-wealth individuals in the 40+ bracket, typically looking for their second or third holiday home, and looking for a home away from home in an idyllic setting on their doorstep. Coupled with fabulous golfing and premium leisure facilities, we will provide them with country estate styled living, additional income through property rentals and some very exclusive perks as residents. Whilst we won’t be targeting families with children, we will certainly encourage our residents to invite their friends and family to stay and enjoy our facilities.
We expect the majority of our guests and residents to hail from the USA, but as experienced at ABC, we know that our customers could come from further afield, and we will certainly be extending our marketing net countrywide rather than marketing primarily to our strongest geographic areas. Transport links by rail, road and air are excellent into North California making our appeal even greater.
Our guests and residents will be looking for the ultimate in downtime and relaxation. They will be looking for a place they can come to unwind, have a great game of golf and socialize. Our residents will be looking for investment opportunities combined with luxury holiday accommodation, and exclusive concessions on our range of services.
- World-class golf comparable to some of the top golf courses around the world.
- A unique opportunity to purchase a luxury holiday home in a stunning location and served by excellent transport links and local amenities.
- Strong corporate business.
- Strong green fee business.
- Strong membership base.
- Premium quality clubhouse, spa and leisure facilities.
- Experienced and strong staff.
- Excellent potential for expansion into surrounding land – Water sports, wildlife, equestrian etc.
- 1 mile bike or walk to and from work and any associated links to the hotel/spa once up and running.
- We will be competing against an already established market. However, we will be offering something that simply cannot be found elsewhere.
- We need to position ourselves in the market as being exclusive without alienating potential golfing customers.
- We have a long way to go, but with Mickey Mouse’s experience, drive and connections, we believe we can get this project off the ground and completed in very quick time.
- We will be building a golf course from scratch, and therefore are in an excellent position to create a challenging, world-class golf course that opens up a wide range of additional revenue streams.
- Working with local agents we will tap into the holiday home market, attracting high wealth individuals in the 40+ age bracket. From our experience we are seeing an increasing number of younger high wealth individuals since the last recession in 2007/8 along with the ageing population that is still growing and looking for the perfect lifestyle choice to downsize and retire into from the large towns & cities, we already know there is high demand for second and third holiday homes from this demographic.
- Potential to attract more corporate golfing business.
- Potential to attract televised golf events.
- Potential to extend services and facilities offered in later years, including functions and water sports.
- Our competitors pose our most direct threat. We must be smart in our approach to golf course design, project spend and defining the future of the resort. We must offer a range of USPs that are simply not available elsewhere, and which will offer sustainable revenue streams for the foreseeable future.
- We must ensure we maintain our exclusive and luxury status, but without making our services so exclusive that we alienate day guests and those looking to arrange a stay & play booking.
There are a number of competitors in our industry within the local region, but none that are offering the exact same experience in terms of golf play or investment as Rose Hill. However, we do need to be mindful that whilst we will set ourselves apart, that these are established and successful resorts and complexes. We should therefore mirror what they do well, and ensure we stand out as a prestigious, luxury alternative to the properties and leisure facilities currently on offer elsewhere.
Disney Grove, our closest rival, and is a well established resort with its own 9 hole golf course, and an 18 hole golf course nearby. There are many features available to members and property owners including a 5 star luxury resort and a wide range of leisure facilities. However, Disney Grove only offers a range of one storey lodges of varying designs, and not to the luxury standard we would be presenting to our customers. We would certainly look to Disney Grove when it comes to mirroring certain facilities, and will conduct a more in-depth competitor analysis in the near future.
There are also a number of “cheap and cheerful” caravan parks along the North California Coastline offering affordable holiday homes in the form of static caravans. We would not necessarily see these sites as stiff competition as they offer a completely different experience to what Rose Hill will be offering and will appeal to a different target audience.
In terms of national competition, there are no similarly positioned sites or resorts in the nearby vicinity. However, we have been paying a close eye on Lakes By Yoo, a resort in the Disney Island that reflects many of the aspects that we would like to achieve with our resort. Bespoke, luxury accommodation, a stunning location and a wide range of top notch facilities are available on-site, and they also supply a concierge service that can source other activities nearby.
It is important to state that we will be creating something completely unique to the area with Rose Hill, with two and three storey properties on offer as well as single storey lodges. Our homes will give our patrons the perfect escape from the inner city lifestyles, allowing them to relax, reflect and enjoy their free time in an upmarket setting.
#5 Real Estate Business
Strategy & Implementation Section
Defining a strategy within your business plan highlights what makes your business concept compelling. It also outlines how you plan to attract and maintain a customer/client base.
For example, it can include:
- Strategic Position to inform an investor that your business will not be all things to all people
- How you plan to maintain your customer base
- Delivering on the promise that your business plan has made
So, without further ado…
Let’s look at this example.
Strategy & Implementation
We have identified the land on which we would like to build the complex, and we are in the process of obtaining information and meeting with the relevant people – including the landowners – to discuss the venture and the next steps. We have also identified the suppliers and services we would engage with for each stage of the project including design, construction, marketing and property sales. These are listed further in this section.
We believe there is already survey information and feasibility data available for the land, as it was previously used as a working quarry. However, we would arrange new surveys to be carried out through our structural and civil engineering partners. A golf course architect would also examine the physical elements of the site, such as the land area, topography, soils, geology, vegetation, drainage and water availability. They would also examine other restraints, such as legal and environmental restrictions surrounding the use of the land, the local infrastructure and location of services, plus identify potential conflicts or safety issues.
We are confident that given the natural beauty of our proposed location that our luxury homes will start selling from day one. The convenient location, stunning setting and promise of world-class golf in the near future will ensure we generate lots of interest from the moment the first spade hits the ground. You only have to look at the success of resorts like Lakes by Yoo in the Cotswolds to see that the interest is there for luxury properties in a best in class.
Once the feasibility studies are complete, the Masterplan investigates how the design concept will convert into a course people are able to play on and enjoy. This is the stage when the golf course layout, including locations for properties, the boutique hotel and clubhouse and maintenance facilities, the playing surfaces and landscape character, location, style and size of features, e.g. lakes, streams, walls, bridges and pathways, will be prepared along with construction programs and budgets. We would also make loose plans for water sports, wildlife, equestrian and facilities to be added at a later date.
The masterplan will be developed by a project team, which is usually led by the golf course architect and typically includes some or all of these specialisms
- Land Planner
- Building Architect
- Civil Engineer
- Irrigation Designer
- Landscape Architect
- Planning Consultant
We are currently looking into planning approval requirements and understand that the site falls within an already zoned area for Leisure Development. The golf course architect will provide a detailed design package to reflect local planning submission requirements, and make the planning process easier. We will also need to prepare an environmental impact assessment.
Working closely with our golf course architect, we will prepare detailed documentation including contracts, plans and specifications to allow the project to go to tender. This documentation will need to include plans for the following design and construction elements:
- Grassing / landscaping
- Green / tees / bunkers
- Specifications and Bill of Quantities
We are currently seeking a reputable architect to put together concept drawings for the boutique hotel.
We will need to establish where property plots will be situated. We are currently working with XYZ from the US on an exclusive home for us in a single storey design, and we are currently looking into suppliers for our 2 and 3 storey properties.
Golf Course Construction
We envisage a period of two years for golf course construction, and we believe that the majority of materials required are already on site. We will work closely with the golf course architect to create an accurate construction program to ensure the course is built according to the contract documents and agreed timetable.
Mickey Mouse has connected with many relevant companies within the golf and leisure industry, and has already approached a number of these companies to discuss the venture. These suppliers, and details of the services they offer, are detailed below.
Donald Duck Limited – Golf course construction and sewage and irrigation works.
Donald Duck Limited is one of the USA’s leading specialist contractors, with unsurpassed expertise in golf course construction, golf course reconstruction and remodelling, natural turf pitch construction, artificial sports surfaces, pitch maintenance and renovation, irrigation system installation, irrigation system maintenance, water management, land drainage, landscaping and environmental works, water engineering, borehole drilling, water treatment, civil engineering, wastewater and sewage treatment, drain jetting and resin lining, CCTV drain surveys, and electrical control systems.
Scott Macpherson has worked with Donald Duckat Close House, Newcastle, to create a course now ranked in the Top 100 in the USA & Ireland.
Goofy USA Ltd – Suppliers of golf course machinery, Irrigation systems & Otterbine water features.
For over 100 years, The Goofy Company has provided innovative, efficient solutions to help golf care professionals worldwide create and maintain healthy, aesthetically pleasing, environmentally responsible landscapes.
Scott Macpherson Golf Design – Golf course architecture and development
Scott Macpherson has a proven track record of developing high quality golf courses in the USA and New Zealand, and aims to design a facility that provides an outstanding golfing and residential experience that optimizes the financial returns for a developer and shareholders.
The mantra of Scott Macpherson Golf Design is “we specialize in boutique golf course designs for discerning clients. We work for our clients to deliver award winning courses on time and within budget, and to the business needs of our clients.”
Disney Lodge- Single storey luxury lodge design and construction
Having manufactured premium park and leisure homes for over 50 years, and with over 35,000 satisfied customers Disney Lodge know exactly what is required to make your dream home become a reality. Disney Lodge has an enviable reputation for being the USA’s leading manufacturer of park homes and luxury lodges. Established in 1965 Disney Lodge sets the industry standard for quality, design and innovation.
Fountain Springs Ltd – Consulting Engineers
Fountain Springs was established as a civil engineering consultancy practice in 1979. The company can now offer expertise in civil, structural and environmental engineering and surveying.
Legal Ltd – Legal Partners
Legal, based in USA is a commercial law firm focused on supporting businesses with their business plans. They act for USA businesses and global companies with USA interests.
Savills – Property marketing agents
Savills is a property agent we have years of experience of working with, and has unrivalled expertise in the leisure property market. With their dedicated teams specializing in providing valuation, agency and consultancy advice in connection with leisure businesses like ours, they are the perfect choice as property marketing agents.
Jet Setters – Helicopter & Jet Charter
We aim to offer a helipad on the site for private and chartered helicopters. We expect the majority of helicopters to be chartered from nearby Jet Setters. There will also be a shuttle Helicopter service running from nearby airports.
#6 Real Estate Business
Marketing Strategy Section
The marketing strategy section of your business plan describes who your customers are going to be and how you plan to communicate to them the services or goods you are offering.
If your potential customers are not made aware of your business, you are not going to stay in business for very long!
Defining a marketing strategy in your business plan highlights your understanding and knowledge and emphasizes what makes your business concept compelling. It also outlines how you plan to attract and maintain a customer/client base.
- How are you planning to advertise to your market?
- What is your competitive edge?
- What is your sales strategy?
Let’s look at the following example.
Our first marketing strategy will involve the properties and property plots that will be built on site. Once we have concept drawings and floor plans, we can start to market these plots as a forthcoming development, and start attracting enquiries. We will also look to build a show home on site at an early stage to market to potential buyers. This could then be sold at a discounted rate once we have sold the first wave of plots.
It is important that we get our positioning right from the start. We need to target complementary groups of customers and buyers. For example, creating a resort that is too family-friendly could alienate our main demographic market of high wealth individuals looking for relaxation and recreation. That said, we do not want to completely alienate families with children and will accommodate all groups as much as we feel necessary.
Most marketing activities fall within the categories of online marketing, offline marketing and word-of-mouth marketing. We will be relying on a marketing mix of all three.
Our online advertising will start with our own website, and we would look to get this designed and launched once land has been procured, and we are in the first stages of development. Word will travel quickly regarding our plans, and it is essential that we have an online presence, even if that is simply a one-page site with brief details of the development. As time goes on, we will have fully- functioning website for our members, visitors and property owners.
We will also look into advertising our properties through online marketing channels such as the Savills website. We want to promote a real feel of exclusivity with our properties and will therefore invest in sophisticated methods of marketing such as 360 degree video, detailed floor plans and the ability to book a show home viewing online.
Social media will also play a large role in our online marketing efforts. Here we will use a mixture of local and national golfing news, clubhouse news, special offers in our leisure facilities, and anything else we believe our members would be interested in.
Offline advertising is also important. Our target demographic will be in the 40+ age bracket, and whilst people in this bracket do embrace technology, we also need to target those who prefer to use printed publications. We will therefore also look to advertise using a range of print media such as the national press, golfing publications and we may also extend our offline activities to local radio. Exhibitions and trade shows are also likely to feature on our agenda, and we will target shows where high-wealth individuals are most likely to attend through The Luxury Network organization.
We do expect to achieve a lot of interest through word-of-mouth recommendations and referrals. With this being the case, it is essential that we give the best service possible to our patrons at all times, and ensure they are thrilled with the services and facilities we provide.
Many Lodge owners on ABC Golf & Country Club have expressed an interest to purchase further homes if we are to build a new project in California leaving their investments at ABC to generate rental income for their property portfolios.
Competition is fierce in the golf and leisure industry, and we need to be vigilant. There are a number of competitors in the area offering similar services – one being ABC Golf & Country Club. However, whilst these sites offer good amenities and properties, there are no local resorts that tap into the high-end luxury market when it comes to holiday homes and leisure facilities. Rose Hill, California will bridge that gap, attracting a different class of customer, and providing the services they may otherwise find in a luxury golf resort overseas.
Our first priority in our sales strategy is in the sale of plots and properties. We envisage selling 10 plots in YR1, 15 in YR2 and 20 plots in the following three years. These sales figures are based on the sales patterns experienced at ABC, but we expect our properties to sell quicker due to their location, design and prestige. We will work closely with Savills from the start to ensure we start promoting our plots and properties as soon as we are able to. We are confident that we will hit our YR1 property sales targets without any difficulty.
We envisage the golf course and leisure facilities to be available to our guests by the end of YR2. We are confident that property sales will be buoyant during this time, solely due to the beautiful setting and local amenities of Durham, and the rest of North & West California on the doorstep.
We are currently looking into membership and property owner benefits, and some of our thoughts are set out below.
- Owner’s Pass – giving access for two people to the spa and other facilities.
- A concierge service designed to help members and owners to source and book services within or outside the complex.
- Additional passes for friends and family.
- Unlimited use of the 18-hole golf course
Who better to help with the design of a golf course, but a professional golfer himself? Through golf course architect Scott Macpherson, we are looking into approaching a top golf professional to work on the design. We would like the golf professional we choose to have a hand in the design of the course, and we would look for endorsement and to use their name in our advertising and promotions.
Ideally, we would look for a professional with links to the area as we believe this would be an attractive pull for city investors, and golf enthusiasts alike.
#7 Real Estate Business
Ensuring that you have a COMPLETE financial plan within your business plan will DOUBLE your chances of investment as well as the future growth of your business.
A lot of small businesses don’t have a financial plan and it’s essential to your long-term success and business growth.
We’ve listed here the key elements you need to have in a successful financial section:
- Initial Start Up Expenses – Especially if this is a start-up idea, it’s essential that you have a description of what you need for investment purposes.
- Sales Forecast – It’s essential to have an estimate of your monthly sales revenue as well as annual. This helps you understand your business and plan out any marketing and growth strategies.
- Direct cost of sales – Measures the amount of cash the company will have to spend to produce the goods or services sold by the company. The direct cost of sales only includes the expenses directly associated to production.
- Profit and Loss Forecast – This is a statement summarizing the revenues, costs and expenses incurred during a specific period.
- Balance Sheet – This is the financial position of the company and states its assets, liabilities and owners’ equity at a particular point in time. It illustrates the business’s net worth.
- Loan Repayment – This shows the lender or potential investor the act of paying back any monies.
So… Are you ready to look at some figures?
Initial Capitalized Expenses
Sales Forecast (2017)
Annual Sales Forecast (2018 - 2021)
Direct Cost of Sales (2017)
Annual Direct Cost of Sales (2018 - 2021)
Annual Direct Cost of Sales (2018 - 2021)
Profit and Loss Forecast (2017)
Profit and Loss Forecast (2017)
Balance Sheet Forecast (2017)
Balance Sheet Forecast (5 years)
Additional Resources:To help you even further in creating your business plan, why not check out the following articles? They will help you write the perfect plan to impress:
Now, over to you...
Now I’d love to hear from you:
Are you going to start up your own real estate business or have you recently written a business plan?
We’d love to know what you thought about our real estate business plan example.
Feel free to leave any comments below and I will be sure to answer them as soon as they come in.