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Inspect A-bode's marketing plan will be based on a communication campaign and strategic alliances that will raise awareness of the value Inspect A-bode offers. To reach individual sellers and buyers, an advertising campaign will be undertaken in the Yellow Pages as well as the local newspaper, The Washington Observer. In addition to these sources, Inspect A-bode will advertise in the Washington Home Buyer's Guide that 70% of home buyers consult before their purchase.
The advertising campaign will be supported with a strong strategic alliance effort to develop relationships with real estate agents. These relationships will be instrumental in generating a steady flow of business from the agents' pool of clients. The relationships will be formed through general networking, creating a working relationship between Inspect A-bode and the agents. Once a relationship is formed, Inspect A-bode will develop financial incentives for the agents to use Inspect A-bode with their clients. While this will be labor intensive initially, once a solid relationship is developed, it will amply pay for it self in the future business that it develops.
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Inspect A-bode's mission is to provide customers with the highest quality home residential home inspections. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.
Inspect A-bode intends to specifically target all three segments.
Inspect A-bode will position itself as a professional, experienced, residential home inspection service provider. Inspect A-bode will leverage its competitive advantages to achieve the desired positioning:
In addition to Inspect A-bode's competitive advantages, the company will have a 10-year veteran from the real estate agent industry as a paid consultant. The consultant, Selle Domisile, Chek's wife, will develop a referral system for her colleagues in the real estate market, providing Inspect A-bode with a steady flow of customers.
The single objective is to position Inspect A-bode as the premier residential home inspection service in the Washington area. Inspect A-bode is forecasted to steadily gain market share over the first five years. The marketing strategy will seek to first create customer awareness regarding the services offered and develop the customer base.
The message that Inspect A-bode will seek to communicate is that they offer professional and valuable home inspections for house purchasers. This message will be communicated through a variety of methods. The first method will be through local advertisements. The ads will be placed in a variety of venues including the Yellow Pages, The Washington Observer, and the Washington Home Buyer's Guide. These ads will be effective in the communication campaign for buyers and sellers.
The real estate agents will be reached through a strategic alliance campaign that will develop referral incentive relationships. The value of these relationships will be referrals by the agents to their customers for a home inspection prior to purchase.
Inspect A-bode's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.
During the initial phases of the marketing plan development, several focus groups were held. Some of the focus groups were held with prospective buyers, others were held with real estate agents. The goals of the focus groups were to explore the perceived value that inspections offer home purchasers.
The real estate agent focus groups were held to determine the feasibility, attractiveness, and willingness of the agents to enter into alliances with Inspect A-bode. The effectiveness of the financial incentives were also explored The results of the groups provided Inspect A-bode with a wealth of information that would be hard to collect anywhere else. Additionally, the results validated all of Inspect A-bode's assumptions.
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