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  • Advised on sales and construction phasing
  • Wrote the sales & marketing plan for the development
  • Advised on sales systems & procedures
  • Helped the branding agency produce all marketing collaterals

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Ensaara Metropark, India

Engaged in 2010 to set up the sales and marketing activities for an $800m GDV, 3,500 home new town development in Nagpur, resulting in pre sales of 500 homes, a 1,000 pupil school and a 200 bed hospital equating to US$65m – more than enough to cover general infrastructure costs for the project, all infrastructure costs in Phase 1 (of 3) and all construction costs for the pre-sales properties.

Visited India 3 or 4 times a year over a 3-year period staying for 7 to 10 days each time. During this period was involved in the following activities:

Business Planning

  • Advised on sales and construction phasing and master plan to maximise sales pace
  • After a full competitive benchmarking survey created a pricing matrix for each of the property types, which set pricing policy for the development and helped the management team workshop the business plan
  • Wrote the sales & marketing plan for the development in conjunction with the existing marketing manager and his team
  • Advised on property sizes, layouts, bedroom configurations and interior design

Marketing

  • Met with all marketing providers in advertising, PR, media buying, branding, etc and supported contract negotiations, briefing and budget control
  • Held workshop sessions to reveal significant Features, Advantages & Benefits in construction materials and techniques to inform the marketing collaterals
  • Helped the branding agency produce all marketing collaterals
  • Helped create an overall marketing budget for the project

Sales

  • Helped create a Sales Manual with FAQs to guide the sales team
  • Visited and prepared proposals and contracts for a number of bulk property buyers Bank of India, LIC insurance and Reliance Power leading to pre-sales of several apartment blocks being 500 homes
  • Advised on sales office design and layout, sales team structure, profile and numbers and briefed recruitment company
  • Advised on sales systems & procedures, customer journey etc
  • Met and negotiated with Apollo Hospitals and CARE Hospital and a school operator and helped to create bespoke development contracts for each of these leading to commitment to develop a 1,000-pupil school and a 200-bed hospital

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