This document provides a marketing plan for Citi-Habitats, a New York City real estate consulting firm. It begins with an analysis of the current NYC real estate market, noting high vacancy rates and increasing short-term leases. It then analyzes Citi-Habitats' services and strategic relationships. The objectives section outlines goals in branding, strategic relationships, and new ventures. Tactical plans include using vacant spaces for pop-up stores, personalized broker profiles, and expanding to other cities. Implementation matrices are provided to evaluate strategies. The conclusion recognizes real estate market threats and opportunities, and Citi-Habitats' strengths in strategic relationships and new ventures.

1. Consulting for Urban Real Estate + Alyssa Green (GreenA85@newschool.edu) + Anna Joyce (JoyceA83@newschool.edu) + JiYoun Kim (kimj602@newschool.edu)

6. Problem

10. Increase in Market Size - NYC is the 3rd most popular destination in the country for recent college graduates - 355,000 more NYC inhabitants since 2000, 4.4% increase

12. Vacancy - New listings increasing while fewer contracts being signed - 3% of Manhattan’s office space is vacant - Increase of short term leases

16. Agents - New York Real Estate market has many players like Halsted, Christies, Manhattan Connections, Apts and Lofts, Prudential, etc. - No Fee Apartment Agents: Craigslist, No Fee Rentals, Rent Direct, Naked Apartments, Rent-Directs - New York real estate laws prevents sharing of commission to discourage bribery and unlawful acts that create an unfair advantage

21. Alternative Services - offerings: CHMG, CitiHabitats Relocations, CitiHabitats Outreach, Citihabitats Furnished - Mission: Citi Habitats pledges to offer each and every one of our customers, clients, and associates the utmost in personalized service. An industry leader for more than a decade, we are dedicated to honesty, integrity, and professionalism to deliver the best possible results.Not only sales and rentals but also, Citi Habitats do marketing, relocation, outreach, furnished and settling-in.

23. Size

24. 6,400 rental listings and 300 sales listings

28. Branding

29. Brand Image/Identity alignment

30. Make Citi-Habitat more distinguished as Market Leader

31. Align with 22% of rentals

32. Graphic/Web design/Brochures (literature/media, etc)

33. Add Color to Blue&White theme

34. Trend awareness

35. Create customer loyalty, 50% repeat business

36. Advertising expansion

38. Strategic Relationships

39. PR

40. 100% awareness brand and services

41. Collaborations

42. Take on at least 1 new project a year outside of real estate

43. - Donations/Sponsorships

44. Community outreach besides charity benefits

55. Holds many threats and opportunities

56. Vacant StoreFronts

57. Competition

58. Volatile trends

59. Citi-Habitats

60. Many Strengths and Few Weaknesses

61. Brand Alignment

62. New Ventures

64. http://www.trulia.com/real_estate/New_York-New_York/

65. http://www.usdoj.gov/atr/public/real_estate/newyork.htm

66. http://www.nyc.gov/html/dcp/html/census/popcur.shtml

67. http://online.wsj.com/article/SB10001424052748703787204574442912720525316.html

68. http://www.corcoran.com/

69. http://www.apartments.com/NewYork