What is a real estate company strategic plan?

It’s just that; a plan where you set out

your goals for the real estate business and a strategy for making them a reality. The
plan is valuable not only to help you plot a course of action to ensure you meet your
goals, but it’s an important document to help staff, shareholders, stakeholders and
potential investors to see the “big picture” for your real estate company.

What are the steps in the strategic planning process and how do you write a real
estate company strategic paper?

In this article, I give you a short and sweet strategic planning process template
for creating a strategic plan. The rest is up to you:

Section 1: The Executive Summary

The point of this section is to succinctly outline your plan for the business and its
direction. It should be written in a way that enables employees, stakeholders, investors
and other interested parties to quickly grasp the concepts, even if they don’t understand
the industry.

Tips for the Executive Summary

● Complete this section last. You’ll be able to call out ideas and information highlighted in
other sections.
● Don’t go into details or give numbers, unless they are big, round conceptual numbers.
Just focus on the big picture.

Section 2: Mission Statement

Your mission statement is your company manifesto. It’s what you bring to the world. It’s
who you are and why you do what you do. In the statement, go into more detail than
you did in the executive summary, focusing on the overarching goals and themes for
your company.
 Tips for the Mission Statement

● Don’t overthink it. For many business owners this is the hardest section to write. Just
start by writing freely about your own goals and where you want to company to be in five
or ten years. Let the words flow out. You can edit later.
● Have a look at mission statements on other company websites to get an idea of how
others articulate the essence of their business.
● Think of the mission statement as the document that drives all your decisions.
Employees and stakeholders should be able to read the statement before making a
difficult choice, and then be able to say, “This is the choice that aligns with the company’s
goals.”

Section 3: SWOT Analysis

SWOT analysis is a specialized analytical technique that focuses on looking at

Strengths, Weaknesses, Opportunities and Threats. This is the section where you
outline the strategy you’re going to use to take your business in the direction you want it
to go, and identify what might stand in your way.

Tips for SWOT Analysis

● You should consider hiring a business analyst to help you with your strategic plan and,
in particular, this section.
● Look at examples of SWOT / PESTLE analysis done on other businesses to understand
what you need to do.

Section 4: Goals

You move your company forward by setting and achieving specific goals, whether those
goals are based on a certain number of customers or income, or something else
entirely. In this section, you identify a series of goals for the company.

Tips for writing goals:

● Make sure your goals are SMART: Specific, Measurable, Achievable, Reasonable and
Timely.
● First, set your long-term goals. These have a timeframe of five to ten years.
● Then, identify the steps that need to be taken to reach those goals. Drill down until each
step can be identified as a short- or medium-term goal. Include these in the strategic plan.
● Don’t feel as though you’re locked down to the plan or your goals. Things could change
over the next couple of years, and your strategic plan will simply change too. But having a
plan in place to start with, even if it isn’t the plan you finish with, is vital for your continued
success.
● In the goals section, you should also include data on your Key Performance Indicators -
KPIs. These are the numbers that tell you how you’re doing against your goals. You need
to track these KPIs and measure them regularly, so you can continue to plot a course
towards your goals.

Section 5: Real Estate Market Indicators

(Macroeconomics)

Search for the relevant indicators of real estate that is “most relevant” for your chosen
company. Some real estate market indicators are available from the Bangko Sentral ng
Pilipinas, JLL (Jones Lang Lasalle), Colliers International, etc.

State as to “how” and in “what way” do these set of Real Estate Market Indicators can
help your chosen company to decide whether to expand, contract, or just remain on the
status quo of things in the real estate.

Section 6: Target Customers and Industry Analysis

In this section, you take an in-depth look at the state of your industry and the people -
clients and customers - who you serve.

Tips for the Industry & Customer analysis

● In this section you look closely at your competitors, and figure out their strengths and
weaknesses in the market. In order to crush your enemy, you need to truly understand
him!
● Use this data on your competitors to figure out your own competitive strengths and
weaknesses. Do you have any strategies for eliminating or minimising those
weaknesses?
● Figure out if your market is growing or shrinking, and what you can expect demand for
your product/service to be over the life of your company.

Section 7: Marketing Plan

The marketing plan outlines how you intend to present your company to market and
what your goals and projections are for increasing your customer base or reaching the
next level.

Tips for the marketing plan:

● First, define and outline your USP - Unique Selling Proposition. This is the “it” factor that
sets your company apart from the rest. Your USP should be something that resonates
strongly with customers, such as delivering quality, speed or a unique product.
● Next, think about positioning. How is your product or service positioned? Is this right?
What can you do to change it? Are you a premier brand or do you target cost-saving
customers?
● Think also about different distribution channels and how the marketing for each channel
may differ. For example, if you own a retail store, but you also sell online, how will you
market those two different storefronts?
● What kinds of offers and special deals are you going to provide?
● What marketing collateral do you have and what do you still need to create?
● Outline both your above-the-line and below-the-line strategies.

Section 8: Real Estate Industry Analysis

(Microeconomics)
Your industry analysis doesn’t have to be a comprehensive report on what’s going on in your
market. However, you should conduct an analysis to ensure the housing supply, housing demand
and the housing market size is growing (if not, you might want to diversify), and to help identify
new opportunities for growth.

Section 9: Competitive Analysis & Advantage

Similar to your industry analysis, your competitive analysis doesn’t have to be a thorough report
listing every detail about every competitor. Rather, in addition to defining who your key
competitors are, you should list their strengths & weaknesses. Most importantly, use this analysis
to determine your current competitive advantages and ways to develop additional advantages.
Just choose at least 2 or 3 of your closest competition in your industry segment.

Section 10: Conclusion

Wrap everything up at the end with a clever conclusion and a peppy statement about
your company’s bright future. Bring in data from the different sections together to focus
attention on the important areas for growth and the areas you need to dramatically
improve.

Depending on the type of business you are operation, you may need additional
sections, particularly where you talk about your team or operations plan, or provide
specific financial details.