This document provides a market analysis and strategic plan for expanding the real estate agent software RA into the Australian market. It includes a SWOT analysis, identifying strengths such as additional features but also weaknesses in SEO. Competitor information and market share is analyzed. The EFE and IFE matrices rate the external opportunities and internal strengths as average. Early marketing strategies are proposed, including lead generation on LinkedIn, creating an online presence, and registering the business on property software directories.

1. RA planning document.
Prepared For: Workspace Infotech Ltd
Prepared By: Afsana Lipi, Marketing Analyst
Date:
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2. RA is a solution for real estate agents. A real estate agent can find all the
solutions that he/she is looking for in one place. This report is about to grow its
market in Australia along with USA trends.
At first SWOT analysis is done to know its strengths and weaknesses. After
overcoming the weaknesses, opportunities are found, and follow is given on how to
avoid the threats.
In the first table competitors’ information is given to know about the market value
of this kind of software in Australia.
After analyzing the SWOT, EFE, and IFE matrix are evaluated to estimate the
possibilities of growing the business with a view to establishing a profitable
business.
To start the project in the Australian market, a strategic management process is
followed to evaluate the company's value.
Market research is done by taking into account the similar company in terms of
Real Acquisition. Similar software and their market growth are observed through
this analysis.
Competitor Information
Web Site Address Features Market
RA
https:/
/rea
lacquisitions.com
● Area wise property sellers' information
● Lead Generation
● Tax Obligatory Informations
● Validity of Informations
● Assistance for mortgage borrowers
● House Vize CRM
● Housevize door knocking app
USA now, target
Australia
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3. ● Import Customer Data and more
Competitor 1
https:/
/www.manti
sproperty.com.au/
● Property Listing
● Bulk Upload
● Automated Handling of Inquiries
● Inspector Dashboard & Check-ins
● Appresial Managements
● Contracts
● Trust Accounting
● Property
● Tasks & Appointment
● CRM
● Email & SMS Marketing
Australia,
Newzeland, USA
Competitor 2
https:/
/agentbox.c
om.au/
● Multiple Agent's options
● Sales CRM
● Property Management
● Trust Accounting
● Analytics
● Digital Marketing Products
● Consumer Property App
UK & Australia
Competitor 3
https:/
/www.agent
point.com.au/
● Real Estate Websites
● Digital Real Estate Proposals
● CRM Property Listing Integration
● Digital Property Brochures
● Large Real Estate Tech Projects
● Website Enhancements
● Agency Mobile Phone Vendor App
Integration with:
Realestate.com.au
Homes.com.au
homely.com.au
OnTheHouse.com.au
Realestateview.com.au
Rent.com.au
Homesales.com.au
Homehound.com.au
Reiq.com.au
UK & Australia
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4. Competitor 4
https:/
/inhabit.co
m.au/
● Residential Software
● Commercial Software
● Industrial Software
● Real Estate Websites
● Trust Accounting
● Vendor & Salesperson Apps
● Real Estate Proposal Software
● Digital Marketing Toolkit
● QR Code Check-In
● Testimonials
● Media
Australia
Competitor 5
https:/
/www.vaultr
e.com.au/
● Lead Generation
● Sales agents
● Property Manager
● Franchisor Groups
● Manage Relationships
● Data Management
Australia
The study of competitors’ information helps for going next analysis. The SWOT analysis will
show the overall estimated performance of RA.
SWOT Analysis
Strengths
Advantages & Core competencies:
● RA has the advantage of having more features than its competitors
● Better Pricing Plan
Values of the Product:
A great value of the product can be achieved in the Australian Market
The clients' reviews of the USA market.
Weaknesses
Section Lacking:
The competitors have more sections on the header. It grabs the attention of the customers.
Low Volume of Keywords:
Fewer keywords in the descriptions which is a big factor for ranking the site
4/

5. Less CTA:
More CTA should be included
Competitive Market:
We don't have the first-mover advantage since it's already existed in the Australian market.
Improvement Necessary:
Blogs and event section should be improved. A news section can be added. SEO factors are absent.
It should be improved.
Loading Speed slower than others
Opportunities
Market Trends:
Visual effects movements are popular. The map view of RA is lucrative and can enhance the
movement of the map.
Missing issues of Competitors:
Very few competitors have features like housevize
Speciality of RA:
Features can be taken in exchange for a low price.
Customer Needs:
The uniqueness of its look and features can grab the attention of the new customers'
Threats
Obstacles to overcome:
SEO obstacles must have to reduce
Competitors:
https:/
/www.mantisproperty.com.au/ This company is the main competitor. The SEO rate of this
company is very good. It has very good ranking factors on the internet. Few more rivalry is already
in the market.
Economic Conditions:
A good amount of investment is necessary for marketing purposes and others. So, the economic
conditions can have a great impact based on the situation.
Changing Business Module:
Government restrictions may come and business modules can be changed.
5/

6. The External Factor Evaluation(EFE) Matrix
Weight Rating
Weighted
Score
Opportunities
Visual movements are popular. The map view of
RA is lucrative and can enhance the movement
of the map.
0.1
2 0.2
Very few competitors have features like
housevize 0.05
1 0.05
Features can be taken in exchange for a low
price. 0.2
4 0.8
The uniqueness of its look and features can grab
attention of the new customers
0.05
2 0.1
Threats
SEO obstacles must have to reduce 0.25 4 1
https:/
/www.mantisproperty.com.au/ This
company is the main competitor. The SEO rate
of this company is very good. It has very good
ranking factors on the internet. Few more
rivalry is already in the market.
0.2 2 0.4
A good amount of investment is necessary for
marketing purposes and others. So, the
economic conditions can have a great impact
based on the situation. 0.1 3
0.3
Government restrictions may come and
business modules can be changed. 0.05 1
0.05
Total 1 2.9
****Ratings
4 = excellent response
3 = above-average response
2 = average response
1 = poor response
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7. The EFE score of RA is 2.90 which is above average. Since it’s not more than 4, the company
has an opportunity to establish itself in the market. The EFE score is possible to be below 2
if external threat factors can be minimized with a time of growth in the market.
The Internal Factor Evaluation(IFE) Matrix
Weight Rating
Weighted
Score
Strengths
RA has the advantage of having more features
than its competitors 0.2
4 0.8
Better Pricing Plan 0.1 4 0.4
A great value of the product can be achieved in
the Australian Market 0.05
3
Can focus the clients' reviews of USA market. 0.05 3 0.15
Weakness
The competitors have more sections on the
header. It grabs the attention of the customers.
0.1 1 0.1
Fewer keywords in the descriptions which is a
big factor for ranking the site
0.2 1 0.2
More CTA should be included 0.1 2 0.2
We don't have the first-mover advantage since
it's already existed in the Australian market. 0.05 1
0.05
Blogs and event section should be improved. A
news section can be added. SEO factors are
absent. It should be improved. 0.1 1
0.1
Loading Speed slower than others 0.05 1 0.05
Total 1 2.05
****Ratings
4 = major strength,
3 = minor strength,
2 = minor weakness and
1 = major weakness
RA’s IFE matrix telling that the weighted score of the company is below average which
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8. indicates that the company needs to become more conscious of its internal weakness. The
main obstacle is its low score of SEO ranking. So, if SEO factors are implemented properly,
then a fruitful ROI is possible.
According to the above analysis, it can be concluded that the project RA can be also started
in the Australian market. If efficient tactics and marketing strategies are adopted, RA
business start-up can grow up day by day.
Few Early steps Can be taken:-
The main thing is that strategic evaluation indicates starting the business carefully. Here, a
few steps are mentioned below to understand how opportunities might be optimized.
These steps may help to set up a marketing goal.
To brand RA in Australian Market, there are some marketing strategies that are to be taken
as follows.
1. Lead Generation:
Without data of real estate agents marketing funnel will be empty. So, leads have to be
generated using different methods like searching virtual places. With teamwork, many
leads can be found using search engines and all social media.
● Telemarketing, WhatsApp messaging, and email marketing may help brand RA to the
target market.
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9. 2. Creating Virtual Presence:
Branding will be promoted on all social media platforms. Especially, on the Linked in and
Youtube. Because during this research, it is found that agent leads can be collected through
LinkedIn suitably.
Few LinkedIn profiles of Real Estate Broker or Agents:
● https:/
/www.linkedin.com/in/carlolorusso/
● https:/
/www.linkedin.com/in/david-rothschild-27752735/
● https:/
/www.linkedin.com/groups/6955273/
● https:/
/www.linkedin.com/groups/3994191/
● https:/
/www.linkedin.com/groups/8752894/
● https:/
/www.linkedin.com/groups/3965731/
● https:/
/www.linkedin.com/groups/11900736/
We can also reach this type of audience through google search engine (like this:
https:/
/www.ratemyagent.com.au/real-estate-agent/jerome-paul-av869/sales/overview )
These are also some of the Facebook profiles found on the internet that seem to be agents:
● https:/
/www.facebook.com/alicespringsrealty
● https:/
/www.facebook.com/fnframptons/
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10. ● https:/
/www.facebook.com/leongrealestate
● https:/
/www.facebook.com/jarrod.martin.1297
● https:/
/www.facebook.com/dukesestate.agents
● https:/
/www.facebook.com/leigh.estateagent
● https:/
/www.facebook.com/ausproperty.aus
● https:/
/www.facebook.com/fnframptons/
● https:/
/www.linkedin.com/in/australia-secrets-real-estate-agents-711501187/
3. Profile Registration:
There are many websites where real estate agents’ information can be input. Few websites
in Australia are providing paid services to become known real estate management software.
In this way, the SEO score will also increase.
Such as
● https:/
/www.getapp.com.au/directory/181/property-management/software
● https:/
/www.softwareadvice.com.au/
● https:/
/www.capterra.com.au/
● https:/
/www.getapp.com.au/
10/

11. In a nutshell, we will do at the first stage of marketing -
● First try to get leads of target customers who are doing business with real estate
agents in Australia
● Will develop an email campaign from the leads
● Will go for paid marketing through google ads and social media platforms
● Will go for PPC on the targeted optimized websites
● Will create guest posting blogs on RA for organic Reach
● Start messaging through messaging in the agents’ number
● Register business profile in optimized websites of Australia
● Increase activities on LinkedIn and run advertisements through RA page.
● Create and post valuable blogs in different media
● Run ads on Youtube through video presentations with voice-over audio
Moreover, this whole document is an estimation. All the information about competitors has
been taken from the websites. This is how the analysis is conducted and evaluations are
optimized through the analytical scores. If the competitors’ information taken from the
internet is wrong, the accomplishment of the strategic formula and its evaluation scores
will not be accurate fully.
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