1. Heritage
An exceptional brand new home you can’t afford to miss!
Marketing Plan 2006
Objective: Through effective marketing techniques, we want to establish an attractive offer to
prospective residents and to provide an occupancy goal to support business operations.
Market Analysis: The Heritage offers unparalleled perfection in the details of quality, an unbeatable
location in the heart of Northeast San Antonio, provides easy access to loop 1604 close to Randolph
AFB and the brand new Forum Shopping Center. You can enjoy being close to a big city while enjoying
the feeling of a small-town community.
I. Management
A. Staff
We will have two full time Leasing Professionals in the office. This will enable us to respond to each
resident as needed and continue to provide at least three resident activities per month. Each
employee will display the necessary tools including knowledge, ambition, and professionalism to
succeed while promoting MBS growth.
I. Marketing Efforts
We will continue with the lease management plan now in place at the community. This
allows us to manage the number of leases expiring during the slow season.
Below is a suggested marketing strategy, for the rest of 2006. All marketing strategies must be
flexible in order to conform to the needs of the market.
II. MBS Concierges
All the comforts of home...
• Complimentary vacuum
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2. • Complimentary iron
• Guest suites
• Recipe resource
We’re clerically at your service
• Complimentary fax and copier service
• Postage stamps
• Notary service
• Fed Ex / UPS supplies and pick up
Rise and shine
• Freshly brewed coffee daily
• Daily newspaper
• Weekend continental breakfast
• Wake up calls
Just the right tool to get the job done
• “Honey do” tool kit
• Emergency car care kit
• Saturday maintenance service
• Handy helper
• 24 hour emergency maintenance
For you busy bees
• Special occasion reminder
• Reservation setting
• Gift wrapping
• Balloon bouquets
• Valet dry cleaning service
Pets are people too
• Complimentary treats
• Pet play day
We’re here when you’re gone
• Appliance turn off
• Mail collection
• Plant watering
• Paper pick up
• Friendly pet walker
We have a list of resources
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3. • Homework tutor
• Personal shopper
• Babysitting service
• Towing service
• Pet sitting
• Housekeeping service
• Typing service
• Discount movie tickets
Indoor entertainment
• Children’s board games
• Adult board games
• Complimentary video / DVD rental
• Complimentary DVD / VHS player
It’s good to be home
• Pool side towel & magazine service
• Grocery carry in
• Community information centers
• State of the art fitness center with instructor
• Extended summer office hours
• Monthly activities
1. Daily Marketing Strategies
• Preferred Employer Program will be our biggest out-reach marketing strategy to include 6%
employer discount, no application fee, and no deposit.
• Daily balloons and bandit signs will be lined up at the entrance and street-line located on Pat
Booker Road.
• Creative mini models to coordinate with quarterly market theme.
• Daily Otis Spunkmeyer cookies, fountain drinks, and gourmet coffee.
• MBS Presentation will be walked twice a day every day by the Community Director to ensure
an impeccable presentation that beats the competition.
• MBS Resident’s First Program. (Please see attached)
2. Weekly Marketing Strategies
• Maintenance surveys will be distributed with each resident service request.
• Weekly door hangers will be put out to increase resident referrals.
• Two visitation days will be assigned for corporate outreach to deliver treats and folders
compiled with a brochure, price list, and a flyer designed with our current marketing theme and
incentives.
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4. • Market surveys will be completed weekly verses monthly to monitor the current specials that
may be changing in the sub-market.
3. Quarterly Marketing Strategies
• Monthly print ads utilized to increase traffic.
• Direct mailers will be distributed to all sub-market competitors throughout the year. Primarily
during the slow traffic season October through December.
• Monthly renewal party for lease expirations sixty days in advance
III. Quarterly Property Themes
A. January – March: “Celebrate Style and
Sophistication”
 A banner will be displayed in the front of the property with the following message “Celebrating
Sophistication at Heritage”
 Duplicate bandit signs with our name and phone number.
 A butler will be used as our mascot for the first quarter since he represents SERVICE! A
sandwich board will be purchased and displayed in the front of the office offering specials of the
day.
 drawing for a five-day vacation on the Princess Cruise Lines will be held as an extra incentive
for future residents.
B. April-June “It is perfectly Simple… We’re Simply Perfect!
 Leasing gifts will be given out with the Community logo and a little line that
reads, “Life is just a bit sweeter at The Villas of Bristol Heights.”
 The Butler theme will still be in place with the same décor and move-in gifts until the summer
months. The personalized letter will be with all move-in gifts.
 Flyers with the Butler theme.
 New Banner to be installed with “It is Simple…We’re Simply Perfect!”
 Same bandit signs with name and phone number.
C. July – September: “ The Lifestyle That Demand Luxury”
• The butler will continue to be the theme for 2006 with a seasonal change for the summer. Beach
Décor will be the summer theme.
• Move-In gifts will be placed in a colorful sand bucket filled with goodies and snacks sitting on
a colorful beach towel.
• A drawing to win a three-day vacation to Galveston or Corpus Christi will be given out this
quarter as an extra incentive for future residents
D. October – November: “Fall into luxury at The Heritage”
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5. • The office will be decorated with an autumn festive environment.
• A bucket of colorful leaves will be displayed in the front leasing center. The future resident will
be asked to pick a leaf from the bucket with a special incentive to lease that day.
• Move- in gifts with The Villas of Bristol Height coffee mugs will be displayed in all apartment
homes filled with hot cider, mixed nuts, and gourmet chocolates.
E. December: “The Heart of Winter at the Heritage!”
• The magic of the holidays will be displayed throughout the
Leasing center and clubhouse.
• A holiday decorated basket will be filled with sparkling snow flakes for our future residents to
pick from. A basket filled with snowflakes incentives to lease the same day.
• Move-in gifts will be a holiday basket of candy canes, gourmet chocolates, and hot chocolate
will be placed in all apartment homes.
IV. Budget Projections
Concessions:
• Concessions offered will range from two weeks to four weeks free for new leases.
• Renewal concessions should be $75.00 to $100.00 off for lease terms available per the lease
expiration report.
Advertising:
• Apartment Showplace and Apartment Guide are the two popular rental guides preferred in the
San Antonio area. Cost $850.00 per book per ad.
• Balloons & helium a cost of $150.00 per month.
• Locators/Real Estate referral should cost $3,000 at 50% to 100% commission. This percentage
is based on the market study currently prepared in the area.
• Resident Referrals at $250.00 to $500.00 per referral depending current occupancy needs.
• Marketing theme displays per quarter at $250.00 per quarter.
Estimated Cost $6,703.00
Promotions:
• Refreshments approximately $125.00 will be spent on cookies and baking oven with Otis
Spunkmeyer.
• Personalized bottled water is $10.00 per case with a minimum of 10 cases per order totaling
$100.00.
• Gourmet Coffee Bar. Located in clubhouse for future residents and resident activities at
$250.00 per estimated cost.
• Automatic Fountain Drink Server. This will be used for future residents and veteran residents.
$250.00 per estimated cost.
• Candy is used for out reach marketing and resident activities $50.00 per month.
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6. • Move-in gifts will be put into every new apartment home. Total cost of $10.00 per gift at
fifteen move-ins per month.
• Creative Mini Models per quarterly theme estimated cost is at $100.00 per quarter.
• Quarterly Banners, Flags, and Bandit signs estimated cost is at $250.00 per quarter.
Estimated Cost $950.00
Start Up Expenses
• Butler Sandwich board for the front of Leasing Center is at $450.00
• Fountain Drink Server with install and 1st month payment is at $500
• Weekly Door Hanger pre printed is at $250.00 for 1000 copies
• Pre Printed Maintenance Surveys is at $150 for 1000 copies
• Resident Tool Box Check –Out Closet is at $100.00
• Resident Vacuum Check-Out is at $125.00
• Children’s Games for Check out at $150.00
Estimated Cost $1,725
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