Client: 84 Investment Ltd.

84 investment Ltd. is one of our clients, they are a real estate company that is based in Kenya. Previously, they’ve sold properties for home development purposes in Nakuru. Currently, they are selling the 84 Cool Valley Residence in Nyandarua county, Kenya.

We are privileged to partner with 84 Investment Ltd. in creating for them a sales and marketing strategy that is going to be focused on the Kenyans in the diaspora. We would like to take you on a journey of building a sales and marketing strategy from scratch on a project that has only begun.

My aim is that you learn how to improve your marketing strategy so you can begin to experience growth in your small business. We have created a 3-step plan to get us from having no sales/audience to drawing attention, building trust and eventually making sales.

Step 1: Get to know the company

At this stage, we took time to discuss with the client and other stakeholders to make sure we were aligned on expectations. We also looked into the company to understand the vision they have for 84 Cool Valley Residence including the facilities that would be built, the property prices, the details of the surrounding community and every other relevant information we thought would make us better at marketing and selling the project.

If you're a small business owner looking to get help building your sales and marketing strategy from scratch.

Book a call with us to get started

Step 2: Research, research (and again I say) research

At the time of writing this, our research is still on going. We are working on 2 types of research

1. External: Looking at similar companies

We looked at other companies in Kenya that are selling realestate and took note of some of the things we liked so we can apply it to our marketing approach. Below are some of the companies that positively inspired us and why

• Optiven: They have such a powerful messaging and understanding of the deeper needs that customers have. Look through our Optiven Case Study for more details on what they do well and what you can learn for your small business.

• Soil merchants: They have good content on the products they are selling and quality videos. They also have an international presence.

• Palmgolding Kenya: They are very professional look and have lost of pictures of people. Having images of people makes the company appear more trustworthy.

• Internal: Learning about our ICP

Since 84 Cool Valley Residence will be holiday homes, and we will be focused on sales and marketing for the diaspora market, people with families will be an ideal target. Beyond targeting people with families, we will dive deeper to understand the kind of people that can afford the property, what jobs do they do, what is their average salary, what do they look for before making an investment etc.

Our objective here is to know as much as possible about the person we will be selling to. Doing this will allow us to be relevant in our communication and focused on our approach.

Step 3: Execution

Execution means we bring our ideas to life. To do this we have created a timeline, this will ensure we are on the same page with the client, and it will also act as an internal roadmap on what we are going to do next. Below is a rough timeline of what we plan to accomplish.

• March - May

  • Admin work

  • Building social media page + simple website

  • Identify the connections in the diaspora

• June - August

  • Running Ads

  • Attending in person events in diaspora

  • Reach out to diaspora reps

• September - November

  • Launch new content

• December

  • Running Ads

If you're a small business owner looking to get help building your sales and marketing strategy from scratch.

Book a call with us to get started