LAND MARKETING

REPORT
INTERNSHIP

ALI NAQI (093-21-0013)

MBA -II, SUKKUR IBA UNIVERSITY

[email protected]

0314-6408399

Submit to:

Umar Sufiyan (CEO and founder)

Waqar Gohar (Sales head)

Waqar Jutt (Marketing head)

 Table of Content

1. Acknowledgement
2. Real estate in Pakistan
3. Land marketing
4. Sales department
5. Marketing department
6. Human resource department
7. Accounts department
8. Product (Elanza creeks)
9. Services (park view city)
10.What is file?
11.How files are acquired?
12.Process (files) from societies to end user
13.What is balloting?
14.Factors that can influence the price? (supply/demand) dollar hike and
political situation in Pakistan?
15.Payment plan?
16.Conclusion and suggestions?
17.Social platforms presence and some basic terminologies.

Marketing models applied on land marketing

1. Value proposition?
2. SWOT analysis?
3. Servuction model?
4. The Flower of services?
5. 3 stage model of service consumption?
6. IMC suggestions.

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 Acknowledgement

The internship opportunity I had with land marketing was a great chance for
learning and professional development. Therefore, I consider myself as a
very lucky individual as I was provided with an opportunity to be a part of
it. I am also grateful for having a chance to meet so many wonderful people
and professionals who led me though this internship period.

Bearing in mind previous I am using this opportunity to express my deepest

gratitude and special thanks to the CEO of land marketing, sales head of
land marketing who in spite of being extraordinarily busy with her/his
duties, took time out to hear, guide and keep me on the correct path and
allowing me to carry out my project at their esteemed organization and
extending during the training.

I express my deepest thanks to Fahad Khaliq, sales executive for taking part
in useful decision & giving necessary advices and guidance and arranged all
facilities to make life easier. I choose this moment to acknowledge his
contribution gratefully.

It is my radiant sentiment to place on record my best regards, deepest sense

of gratitude to Mr. Waqar jutt, marketing head, for their careful and
precious guidance which were extremely valuable for my study both
theoretically and practically.

I perceive as this opportunity as a big milestone in my career development. I

will strive to use gained skills and knowledge in the best possible way, and i
will continue to work on their improvement, in order to attain desired career
objectives. Hope to continue cooperation with all of you in the future,
sincerely,

Author/internee

ALI NAQI

07-August-2022

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 Real estate in Pakistan 

Real estate in Pakistan is a growing sector of the economy of Pakistan.

Demand for residential properties in Pakistan grew in 2010, leading to

increased interest among real estate developers and investors. Since prices
have exceeded 10 million PKR, new housing developments are often aimed
at the upper middle class(Wikipedia.com)

Moreover, many more billions are spent on buying residential and

commercial plots. Pakistan real estate sector is worth anywhere between
$300 to $400 billion.[3] According to the Pakistan Bureau of Statistics,
[4]
 construction output accounts for 2% of GDP, with housing representing
less than half that total. With the rate of urbanization that Pakistan has been
experiencing, there is a growing need for urban planning.

Currently In the era of global recession and currency devaluation the real
estate sector in Pakistan is also facing a drop in buying power from
consumer sides as well a demand. As the urbanization is increasing if we
particularly talk about Islamabad capital territory. rural migration is also a
opportunity for real estate firms to introduce several budget friendly
developed residential and commercial projects.

Furthermore,
these are the
types of real
estate in Pakistan

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 Land marketing

Land marketing is a real estate consulting company that enables the sales,
marketing of its own products (plots/apartment/residential plots/commercial
plots) and also works as a authorized dealer of their trusted partner groups
(Park-view city, Gulberg Residencia /Metro city and many more) thus
providing its skillset of services to serve consumers by providing them land
as per their requirement. As for the informative stance, MR. Umar Sufiyan
is the CEO of land marketing, an energetic youngster that stood a leading
real estate firm in a short span of time.

Its main head office is located in Buland Markaz, blue area near D-chowk,
Islamabad. It is well decorated structure with well ambietic service
environment.

The sales force at land marketing is 40+ employees.

Sales department:

Sales department consist of most of the employees and is coordinated by

Mr. Waqar Gohar (sales head).sale department consist of energetic and
potential work force who make sure to provide the customer most
transparent information and consultation regarding their investment in the
offered plot/file , after a rigorous process of negotiation and information
delivering ,thus a file is successfully closed(booked).the potential clients are
already loyal customers of the firm and also some new potential buyers
carried out from the leads generated and distributed by the marketing
department. Sales force also get commissions from every file sold (from
which employee keep 50% and 50% is kept by firm).

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Marketing department:

Marketing department is managed by Mr. Waqar jutt (head of

marketing) with his unique and critical skill set, he along with his marketing
team look after the promotional activities of land marketing (social media
marketing/digital marketing).

They provide the lead to the sales department. leads are crafted by the
customers themselves as they are interested in buying land thus SEO comes
in its place and that’s how the credential are provided by the online
forums/surveys the customers fill, hence leads are generated.

Land marketing presence on social media platforms are also playing a vital
role in crafting awareness to potential/existing buyers and information
regarding projects are also delivered through YouTube videos / LinkedIn
posts / Facebook posts as well.

Human resource department:

Human resource department in land marketing is managed by

Misbah saif (HR manager). the HR department usually deals with the hiring
and event management of the company as well as resources providence.

The recruitment process at land marketing is simple yet challenging .an

individual must possess a 16-years education and knowledge about real
estate and latest trend. He/she is then interviewed by the HR manager and
the CEO himself to ensure the qualities of the new employee.

Account department:

Accounts department is managed by Mr. Usman, he deals with the

accounts and financial calculation at the company. His job description also
consists the wages/booking amount received/expenses/revenues of the
company.

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Product (Elanza creeks)

Land marketing despite of acting a service offering company, itself also

have its own products. The current running product is Elanza creeks situated
at park view city. Elanza creeks is the project of Elanza holding Pvt Ltd a
sister company of land marketing owned by Mr. Amir chohan. It is the 1st
Mega Commercial Project of Park View City Islamabad. A fine
composition of Offices Apartments and Shops situated in "The-Walk" (a
reality like Dubai) providing all the luxury and smart amenities of Modern
Lifestyle. The brand ambassador of Elanza creeks is Ukhano (a famous
Pakistani vlogger).

It will be a skyscraper once it’s done and will house residential and
commercial space in itself, it is expected to be a 11-story building as per the
CDA guidelines and Parkview society guidelines.

It’s down payment is 30% of the whole file worth and remaining are to be
paid in 30 monthly and 4 semiannually installments. Customers are offered
an 10% discount if he/she offers full lump sump payment.

Its developer is Elanza holding. A society worth is often judged by its

developer group, in this case Elanza holding holds a firm position in
Islamabad.

Services:

The services land marketing offers to its authorized partners and

customers are listed below

1.they boost the sales of files of its partner company and get paid
accordingly for their services.

2.they also help customers to sell their purchased land/file if customer

changes its mind.

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3: they book a number of files in exchange of the firm’s huge investment
and are provided slabs of file to sale under a fixed duration of time (usually
2 months).

The park view city:

The current and most eye catchy service which I observed was with
the Parkview city group. Land marketing and park view city ties are very
strong among each other and land marketing is the biggest dealer of park
view city.

Park View City is a CDA Approved, beautiful residential project by Vision

Group in zone IV of Islamabad. The housing society has a 400 ft wide Main
Boulevard which grants direct access from the highway into the society.it
consist the walk, overseas blocks and many more exciting phases.
Parkview city mainly have two types on offices
1: booking offices: for new files and process
2: resale offices: for old files for resale purpose

In case of service offering the booking amount/down payment can vary

project to project in case of Parkview city its 25% of the whole amount and
remaining is supposed to be paid in 8 quarterly installments.
Payback period /commission/payment plan/booking prices can vary project
to project.

File:
After receiving the booking amount/down payment and getting
payment receipt from land marketing, within 1-2 days or short amount of
time the customer is offered his/her file against the payment he/she paid.
File is a non-labelled, existing piece of land. Files consist of two
documents.
1: leisure (payment plan of his plot/apartment/land)
2: confirmation letter (serial number)

As the down payment is received and payment receipt is given to customer

this is usually known as (file closed).

The serial number present in confirmation letter is then ballotized after

balloting fees and randomly offered a plot number. If it is a bit more

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expensive plot as per size /location or other aspects the customers are told to
pay the extensive amount (this rarely happens). If he/she don’t want that
they can also sell their files on an interest rate.

How files are acquired?

The acquisitions of files for the companies like land marketing is a

important piece of work to get the work started. The developer societies in
case of park view city announces its booking then the companies like land
marketing offers the developer a huge amount of investment usually in
millions slot , then land marketing is offered several numbers of files
against their investment

For example: investment amount = 7 crores

Files received = 100 files (total worth =70 crores, as it isn’t

developed they offers land marketing files on 10% worth = 7 crores) and
land marketing is supposed to start booking of them at down payment of
25% =1750000/per file.

The society also get benefited in shape of boosted sales of its files /
promotions/ and also investment to carry out more developing work.

Land marketing get benefited by the ROI offered to them for their services
(approx.5-6%). The percentage can also vary project to project.

Files are dispatched in shape of slabs (50-100 files) slabs can also differs in
prices and type of plot.

Process (files) from societies to end user:

After receiving of slabs of files from the societies, land marketing

distributes the files within sales force. The sales force tries their level best to
sell them through the skill sets of them and negotiating skills.

Sometimes the files are purchased by end customers through the sales force
(B2C) .it can make a good commission to sales force.

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Sometimes the files are purchase by dealers also (B2B).it makes a slight less
commission to sales force as the dealer is also a seller he has to keep his cut
too.

What is balloting?

balloting is allotment of land against the numbers of files. After

receiving the payment from the down payments of the files , the society
then balloting the sector of the files sold and a plot is allotted to a serial
number .

It possesses a balloting fee which is then adjusted in the payment.

Factors that can influence the price? (supply/demand) dollar hike and
political situation in Pakistan?

The price of the files/plot fluctuates a lot as i have observed in the duration
of my internship .it is interconnected with many factors that cause this
phenomenon. Below are the factors that can cause influence on the price

1: demand and supply: the price usually follows the basic economics
principle of demand and supply. As the demand increases prices increases.
As the supply decreases price increases.

2: geological location: if the plot is ought to be a corner plot by balloting it

is more expensive and consider one star, if it is connecting with main road it
is also a bit more expensive, if it is facing playground/garden it is also a bit
more expensive. If two of these factors are found it is called two star and if
three factors are found its three star and more expensive.

3: dollar hype: as the dollar price is increasing, the Pakistan currency in

devaluing that causing fluctuation in price. Overseas Pakistani also buy land
in overseas block and they pay in dollar thus the price changes accordingly.

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Payment plan

Leisure / payment plan consist of the planning of the whole payments that
are yet to be paid by the customer and it creates a sense of pro-activeness
within customer and helps him understand the payments cycle more
effectively.

It includes

1: price per square feet: it shows price of land per square foot.

2: total price: it shows the overall price of the whole land including
everything

3: booking price: it shows the amount of down payment paid at the very
first step.

4: monthly installments: it shows the monthly charges customers have to

pay every month.

5: semi-annual installments (if any): it shows the semi-annual charges that

customers have to pay.

6: Possession charges: it shows the possession charges, after the installment

to get the land document you have to pay the possession charge, which is
10% in case of Elanza creeks)

7: transfer charges: it shows the fees of transfer that customer pays to get
the plot transferred from society to his/her own name.

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 Conclusion and suggestions?

Conclusion:

The overall experience at internship at land marketing was a

interesting and indulging experience. I got to know about the real estate
trends in Pakistan and how to service works. The real estate in Pakistan is a
growing business and with sustainable development and interest.

Land marketing is ought to be one of the leading real estate

consultation company in the premises of Islamabad. The work space and
service environment are satisfactory as well.

Suggestions:

My suggestions to the company based on my internship period

are as below:

1: training and development sessions should be introduced to make sure

every work force is on a single page

2: biometric attendance should be introduced; the work can be done

remotely but the physical involvement will improve the environment.

3: the presence of land marketing should be improved more (through

informative sessions and small donative initiatives like the remote library),
these donation and social helping can organically increase the presence and
craft a sense of responsibility of land marketing towards people.

4: pick and drop services for the employees should be introduced.

5: sites tour for customers can be done to create the physical satisfaction.

6: value proposition should be clear and involved every time wherever land
marketing is mentioned.

7: they should also build online method of reservations.

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Social media presence of land marketing

Facebook: 44K followers

Instagram: 10.9k followers

YouTube: 2.04k subscribers

LinkedIn: 338 followers

Basic terminologies:

1: Note= The residential plots in Pakistan are of various measures starting

from 5 Marlas, 10 Marlas, 1 Kanal.

2: 1 Marla= 250 ft2 (also 225 ft2) depending on the area and project group

3: 1 kanal = 20 marlas

4: Commercial =net area charges

5: Residential =gross area charges

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MARKETING MODELS APPLIED ON LAND MARKETING

VALUE PROPOSITION:

A value proposition refers to the value a company promises to

deliver to customers should they choose to buy their product. A value
proposition is part of a company's overall marketing strategy.

The value proposition for the land marketing is (standardized shelter), as

the land marketing offers its customers all types of standard bearer
residential / commercial plots/shops that made themselves stand out of
crowd and speak for itself.

SWOT ANALYSIS

Strength:

1: loyal customers and investors

2: stable market position:

3: satisfied clienteles

4: critical strategical location.

Weakness:

1: service environment (servicescape)

2: reduced buying power of customers

3: centralization

4: lack of training and development

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Opportunities:

1: urbanization towards ICT.

2: new developing projects.

3: proper utilization of LinkedIn (as its most of the users are either well
educated and business man). IMC plan will be attached with the last page.

4: joint ventures with financial institutes and universities.

Threat:

1: political instability

2: high competition

3: investors back-off.

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Servuction model for land marketing:

Servuction model.

Service operations service delivery

(back-end) (front-end)

Invisible to customer visible to customer

Data server ambience

Policies daily rates

Transactions record formal tone

Firms ‘ethos air conditioned

Confidential data hospitality

Interest rate safe-keeping

Physical documents

Other customers

Well-informed
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 Positive word of mouth

Good clientele

The flower of service:

The flower of service consists of 8 clusters which are indulged in two main
services type.

Facilitating: aiding in use of core product/services.

Information, order-taking, billing, payment.

Enhancing: adds extra value and appeal to product/service.

Consultation, hospitality, safe-keeping, exceptions.

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Information:

Land marketing provides the authentic price, information, terms

and reserve appointments with its customers.

Consultation:

Land marketing consult their customer by being out of the

comfort zone and consult them to get them the best deal and the best price.

Order-taking:

Land marketing does only the physical reservation of lands at

their head-offices and sites offices.

(they should also include online applications to enable customer

to carry out same purchases online).

Hospitality:

They do greet their customers in a warm way, offers

water/beverages to their customers. they deliver their services with a smile
on their faces.

Safe-keeping:

They take care of the credential and possession of the customers

well.

Exceptions:

Land marketing also treat their customer in some of the

exceptional ways, I observed the exceptional cases with the employees
going out of the way to facilitate customers. They give their time, tour to
site, sometimes drop files to customer’s locations.

They also handle complaint (if any) in a polite and professional

way.

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Billing:

They provide customers with receipts/invoices/documents. Also,

verbal statements of the billing.

Payments:

Land marketing does accept payments in cash /pay-orders, bank

drafts and online transactions as well.

3 STAGE MODEL OF SERVICE CONSUMPTION

Pre-purchase stage:

The pre-purchase stage is the stage where purchase is still not

made, and customer is the decision-making process.

Land marketing while in this phase should think and do task

which will make them stand out of crowd. this phase is also zone on
tolerance, employees should keep in the mind the customer’s zone of
tolerance to serve him as much as possible and utilizing time effectively.

Service encounter stage:

This stage is when the customer and employee meet and make a
deal, customer is expected to receive the services the firm promised to
deliver. This phase is the moment of truth, employee should take every step
consciously.

Post-encounter stage:

After the deal is closed successfully the customer evaluate the

service and if he/she is satisfied it will made decision for their future
intentions.

This stage creates loyalty and word of mouth depending on the

service quality.

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IMC suggestion for land marketing:

1: Email marketing:

The email marketing is one of the cheap yet effective way to

marketing directly to a number of clients. It can range about $25 to $755, to
avail this offer to unlimited contacts.

2: LinkedIn:

The audience on LinkedIn is 80% males and 20% females. Their

age group is between 16-50 years. The LinkedIn is a huge platform which is
not properly tapped by land marketing, their current followers of LinkedIn
are just 338.

The audience on LinkedIn are mostly potential business and

individuals who can be converted into potential customers as well.

Impression on LinkedIn is approx. $6.59 per 1000 impressions.

The End

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