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| Global Asset Solution is the Leading Hotel Asset Management Company serving Asia Pacific and Middle East |
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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?
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.
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.
CASE STUDIES - ASSET MANAGEMENT IN ACTION
Four Seasons Langkawi, Malaysia
Movenpick Resort and Spa Karon Beach, Phuket, Thailand
Four Seasons Damascus, Syria
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?
- What are the demand outlook and which 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?
- 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?
- 2. What challenges to expect during Execution Phase?
- 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.
- Consumer research and high level product definition (fractional, timeshare,
residential or branded residential)
- 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
- Define sales and marketing strategy with the business partners
- Launch strategy vs. build and sell strategy
- 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
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.
- 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.
CASE STUDIES - ASSET MANAGEMENT IN ACTION
Four Seasons Langkawi, Malaysia
Movenpick Resort and Spa Karon Beach, Phuket, Thailand
Four Seasons Damascus, Syria
HOTEL BRANDED RESIDENTIAL SALES PLANNING AND PROCESS MANAGEMENT
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