CitiVila Marketing Plan

 Even though my small rental property business requires rather unique approach to marketing I am sure that I can use the recommended “4 Ps” marketing mix.

View from the 1st floor apartment

I am offering rather unique products and I will not fully complete the interiors of the apartment units until I find the suitable renters. The units will be offered for residential rental as well as for commercial rental. The final decision to rent will be based not only the rent itself by also on the length of the tenant’s commitment and the tenant’s expectations regarding the use of the unit. For example: the two first level units can be turned into offices and the upper two units can be rented as fully furnished apartments. The garden apartments with the lowest rent may be used by students who are looking for small and comfortable but also efficient housing.

View from the garden apartment bedroom

The product that I am offering is adaptable to the needs of the prospective tenants and each type of future rental agreement has its own benefits and its own challenges.


 
The wide range of rental opportunities exist and the rents types are not regulated by any zoning rules, the marketing of the units has to reflect that rental flexibility.

The building location is the main advantage of the units. As described in the business plan, the house is located close to the town center and it is surrounded by quiet neighborhood and by several parks.

Silesia Park is the largest urban park in Upper Silesia

The rents will be priced based on the nearby competition and they will differ with the length of the contract and with the type of additional services that the tenant’s expects. For example: if the tenant requests the use of the adjoining driveway for parking during the day, that additional service will increase the rent. If the tenant requests the use of one of the existing detached garages, the rent will included additional fee for the garage. If the tenant is looking for little gardening, the garden plots will be provided but also at additional fee.

Silesia Park is located within a walking distance from citivila 

The promotion of the CitiVila Apartments will be not typical. Since the owners will be occupying some of the units, the tenants will be very carefully selected. The first round of advertising (including detailed description of each unit) will address friends and people who the owners know.

Then we will turn to the real estate agencies. We will use direct advertising (internet, newspaper ads) only if two prior types of promotion fail. From the number of nearby units already occupied by residential renters and by small offices (most popular are: medical services, accounting and legal offices) I expect that renting out “CitiVila” apartments will not be very difficult. The challenge will be rather with management services and with help regarding the day-to-day up-keeping of the units after they are rented. Challenge that I may not be fully ready to undertake yet.