The second part consists of the actual execution of the plan, including the
implementation of the marketing strategy and approaching potential buyers. This work
should be done by the general property sale agent, with the Asset Manager providing a
support role as necessary. During this period, their tasks will be to become even more
interactive. First, Asset Manager will have to review business partner’s performance in
some detail and ensuring they are meeting the sale targets. Assure that all the
procedures defined in the previous phase are respected and provide appropriate
assistance to ensure smooth transaction between the seller and the buyer.
This then leads the asset management team in assisting the operator and the
developer/owners with the pre-opening of the property. This conventional function of
asset management includes for instance: conduct monthly meetings with the operator,
approve budgets, evaluate necessary opening liquidity requirements, establish
marketing and operational goals, and provide monthly summary reports to the owners.
They will advise the owners on annual business plans and the annual capital budget
presented by the operator, including recommendations for adjustments to the proposals.
This requires a review of the property’s financial statements, budgets and market
analysis. The Asset Manager will act on behalf of the developer/owners in negotiations
with the operator to reach consents and approvals under the operating agreement. The
asset management phase provides valuable oversight, analysis, and strategic planning
guidance. Today asset management function is becoming more diverse and even more
important for the lodging industry.
implementation of the marketing strategy and approaching potential buyers. This work
should be done by the general property sale agent, with the Asset Manager providing a
support role as necessary. During this period, their tasks will be to become even more
interactive. First, Asset Manager will have to review business partner’s performance in
some detail and ensuring they are meeting the sale targets. Assure that all the
procedures defined in the previous phase are respected and provide appropriate
assistance to ensure smooth transaction between the seller and the buyer.
- Supervise the development of the sales
- and marketing tools (everything from videos,
to sales centers, to brochures)
- Control the marketing campaign
- Monitor the acceptance of reservations
- Convert reservations to binding agreements
This then leads the asset management team in assisting the operator and the
developer/owners with the pre-opening of the property. This conventional function of
asset management includes for instance: conduct monthly meetings with the operator,
approve budgets, evaluate necessary opening liquidity requirements, establish
marketing and operational goals, and provide monthly summary reports to the owners.
They will advise the owners on annual business plans and the annual capital budget
presented by the operator, including recommendations for adjustments to the proposals.
This requires a review of the property’s financial statements, budgets and market
analysis. The Asset Manager will act on behalf of the developer/owners in negotiations
with the operator to reach consents and approvals under the operating agreement. The
asset management phase provides valuable oversight, analysis, and strategic planning
guidance. Today asset management function is becoming more diverse and even more
important for the lodging industry.
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HOTEL BRANDED RESIDENTIAL SALES PLANNING AND PROCESS MANAGEMENT
Asset Solution is able to provide accurate and professional services to assist developers
in the complicated process of planning coordinating and ensuring a suitable return on
investment is made (published article).
In selling residences, the developers face three sets of issues: How to prepare and
implement procedures before the sale launch? What challenges to expect during the sale
period? How to capitalize on the investment long term?
1. How to prepare and implement procedures during the Planning Phase?
in the complicated process of planning coordinating and ensuring a suitable return on
investment is made (published article).
In selling residences, the developers face three sets of issues: How to prepare and
implement procedures before the sale launch? What challenges to expect during the sale
period? How to capitalize on the investment long term?
1. How to prepare and implement procedures during the Planning Phase?
marketing strategy should be in place for each specific
project, for instance: key selling points, key objectives,
sale initiatives, tactical plan, media plan and marketing
budget?
project, for instance: key selling points, key objectives,
sale initiatives, tactical plan, media plan and marketing
budget?
- How to process and execute the
checklist/guideline when provided by the
operators?
- What procedures should be in place so when the
seller will launch the sales all questions can be
answered?
- Which company should be selected for the
PR/marketing companies and the general
property sales agent?
- Which synergies exist between the various
projects and how to benefit from them?
- How to monitor the responsibilities of all the business partners involve in the project
(marketing/PR team, the general property sale agent): for example, website,
brochure, email campaign, exhibitions and tradeshows?
- What exact steps should the potential buyer have to go through until the contract is
signed: for instance, signatory of the documents, specific legal requirements, lease
registry? A precise action plan needs to be in place.
- How to give appropriate and professional timed responses to the potential buyer?
- 3. How to maximize the investment?
- Who will represent the owner to support the operator with the pre-opening of the
property? For instance, interaction with operator, review and approval of the pre-
opening budget, ensure adequate insurances, liquidity management and
identification of additional capital investment requirements.
- Lodging facilities are complex, market sensitive, capital intensive operations with
large labor cost and therefore require constant oversight, how the
developer/owners will maximize the partnership with the operator and obtain a
greater return on investment? How will the ownership goals be implemented?
OUR APPROACH
In view of the range and complexity of the issues stated above, the residential sale should
be conducted in three parts. In the first part, the asset management team should plan
and define the best sale strategy with the developer/owner, including approaching
business partners such as the marketing/PR team, the general property sale agent,
whom will prepare the marketing plan, the mix and pricing policy, and prepare the launch
of the sale.
- Detailed product development in conjunction with sales partners: unit mix,
amenities, facilities, legal structure (the importance of which cannot be over-
estimated), services, budget, rental program included / excluded, terms of rental
program if included
- Consumer research and high level product definition (fractional, timeshare,
residential or branded residential)
- Define sales and marketing strategy with the business partners
- Selection of sole agency and/or full
service sales and marketing company
- Development of the tactical plan (print
media, digital, PR).
- Develop commission structure
- Appoint suppliers & partners
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Success Stories
With extensive experience in the field of residential
planning and development Global Asset Solution is
able to provide accurate and professional services
to assist developers in the complicated process of
planning coordinating and ensuring a suitable
return on investment is made.
planning and development Global Asset Solution is
able to provide accurate and professional services
to assist developers in the complicated process of
planning coordinating and ensuring a suitable
return on investment is made.
Movenpick Residences, Phuket, Thailand
| Company serving Asia Pacific and Middle East |
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