Promotional strategy providing information about promotional tactics, market landscape, and branding information

1. PROMOTIONS PLAN
IMMT_727 BUSINESS STRATEGY
BY MARIA TOLLIVER

2. 2
TABLE OF CONTENTS
Executive Summary ............................................................................. 3
Business model ....................................................................................4
Market Landscape ................................................................................4
Brand................................................................................................... 5
Tactics .................................................................................................6

3. 3
EXECUTIVE SUMMARY
There is not an all in one rental management system in Ontario. There is also a lack of consistent
navigation standards in mobile applications related to renting properties. In Toronto, specifically
there is also a lack of focus in the structure of apartment hunting websites causing the task to be
more time consuming than it needs to be. Padgenie will be the solution to all of these issues as
both a mobile rental finder app and web platform that will have multiple functions and features
not present in Canadian based real estate apps and web platforms. Both the app and web platform
will have functions that will allow the user to further personalize their options when they are
apartment hunting. They will be able to choose where they want to live based on lifestyle choices
which are not options offered in most platforms like these. People will be able to choose a place
based on their interest such as wining and dining, being close to areas known for great brunch, or
maybe they would want to be close to art and cafés. The other important function would be the
ability to pay rent through the app which will become a feature later in the making.
What will also make this app stand out amongst other similar rental apps would be that it will
have a similar layout to common matchmaker apps like tinder and bumble but will be an app that
matches users to apartments based on a variety of preferences. The user will be matched to
neighborhoods in Toronto that fit their criteria which would be their lifestyle choices and
amenities, desired accommodations, and location choices. Perhaps the most unique characteristic
of the app is how the user will choose the properties by swiping left if they don’t like the
property and swiping right when they do like the property. This is the exact same function as
tinder and bumble which allows for a much faster process when making selections and Padgenie
would be the first rental app to adopt this style of navigation.
The Padgenie web platform however will be a full rental management system similar to cozy.co
that will have most of the features offered in the app and some new features and functions that
would be only available in the web platform. The Padgenie web platform will be available to not
only renters but landlords and property managers as well. Landlords and property managers will
be able to list their properties, screen their tenants, and collect rent all on one platform. Renters
will be able to look for a place, fill out applications, do background checks, credit checks, setup a
profile, and pay rent all in the same place. Ontario has no all in one rental management system
set up for both renters and landlords, therefore that would be the competitive advantage.
Padgenie will be the first all in one rental management system in Canada that will set the
standard of how real estate platforms should accommodate their users.

4. 4
BUSINESS MODEL
Revenue
 Will receive Commission that will come from required services that applicants must pay
out of pocket ie; background check, credit reports, rental analysis and express checkouts
(landlords can receive rent quicker).
 Will have a contract with property owners and landlords where we would receive a
percentage of the rent
 Larger property management firms will pay a finder’s fee for every renter brought to
them
Expenses
 Padgenie will possess a lean business model making sure operating expenses are kept as
low as possible by doing the following:
o The Padgenie team will work remotely for the most part to avoid cost of monthly
rent and other administrative expenses.
o Our team will rent spaces to work on a as needed basis to keep overhead spaces to
a minimum.
MARKET LANDSCAPE
Upon conducting a comparative analysis, it was found that most rental platforms focus on
allowing the user to find properties through the features of the home and building itself, such as
the amount of rooms, and amenities. These are the top five competitors.
 Casalova
Casalova a Canadian based apartment hunting platform has their own blog to promote
themselves which is a very popular method among many businesses and organizations.
The blog is setup for tenants, landlords, and agents. For tenants, they have articles like “a
complete guide to understanding your lease agreement,” “a complete guide to renting in
Toronto,” and a one-off story of “how to break up with your roommate. Casalova really
tries to connect with their users with articles about issues that are really important to
them. For landlords and agents, they have articles that cover issues on eviction, preparing
your house to be more attractive to buyers, to commentary from real estate investors.
Casalova also market themselves by partnering with a lot of other real estate related
websites and services so they are very well known in the Canadian real estate market.
 Zumper

5. 5
Zumper also has a blog to market themselves which are setup in a news style format
similar to the Huffington Post. Zumper’s overall tone is much more to inform renters about
the rental market rather than catering to their specific needs. This company exhibits an image
of wanting to attract the interest of trendy users with an exceptionally large blog which has
become an entity of its own. Their target market are high class and high rent cities such as
Chicago, New York, Denver, Los Angeles, and San Francisco. The blog also has information
from renting in high class cities to blogs that caters to the user’s social life. Zumper interest
relies heavily on being current with real estate trends and the social trends that accompany it.
 Walkscore
Walkscore has established themselves as the premiere platform in location data. They
have set themselves up to be more attractive to analyst and researchers by providing scores
for different interests such as the opportunity score which are scores that represent the length
of commute to nearby jobs without a car, bike score and transit score. They are marketing
themselves as a data pool by decomposing data and providing analytics for various types of
user behaviors and demographic information. Walkscore also has a lot of proprietary
information so it would be hard to copy them they have set the standard in terms of selecting
apartments based on distance to amenities.
BRAND
Padgenie will be branded to present itself as a matchmaker to match people to their desired
home based on their interest and lifestyle. The tone will be sleek, simple, yet catering.
Values
Experience
Tone
Easy, sleek and simple. Will be easy for the user to make
choices and very forgiving when users make mistakes.
Overall tone will be a serving and giving tone to appear
compassionate giving a “your wish is my command” feel.
Navigating the app will be an experience similar to bumble
and tinder. Will give the user the idea that they are being
matched.
The user’s time is the most valuable. Want to streamline the
whole rental market in one place so that both apartment
hunters and property managers can save time with the rental
process.

6. 6
TACTICS
Blog
Purpose/Description
 The Padgenie blog which will be updated on a weekly basis, will feature trendy real
estate related stories and other controversial posts related to the subject matter.
Goals
 Possible monetary gain from ads
 To create awareness of the Padgenie website and app
 To get users engaging more -commenting sharing posts
Resources needed to execute
 Will send a notification to the user asking for feedback after they have clicked on the
blog assuming they read it. If they didn’t read it the notification may spark their interest
to go back and check it out.
 On the website, when users are viewing a blog posts when they scroll to the bottom, they
will be asked if they want to share this posts.
 Check trending topics using google trends and check what’s trending on twitter.
 Check google top news stories.
Measuring the tactic-google analytics
 Will utilize google analytics to track clickstream data and to keep track of new traffic.
 Blog shares will increase
 More email signups
 Will gain more followers on social media
 Number of rental applicants will increase
Cross Promotion blogs and sites
Purpose and description
 Feature blogs from other real estate sites on the Padgenie website as an “editorial pick of
the week” article and to promote other websites of similar content.

7. 7
Goals
 To gain exposure and build positive relationships with editors who publish related
material
 To get more people who may not be comfortable or uniformed about the real estate
market exposed to Padgenie and well informed with the market.
Resources needed to execute-Google Analytics
 Following people and blogs of interest ahead of time before contacting them so they will
be familiar with me before reaching out to them.
 Set up a google alert to be notified when one of our links has been published to be able to
send a courtesy message to the editor for publishing our content. This will further build a
real relationship with the editor.
Measuring the tactic-google analytics and facebook for apps
 Will see referring traffic from the partner websites and their social media.
 Will gain new followers on social media from exposure.
 App downloads will increase
Hashtag Campaign
Purpose and description
 Will create 2 hashtag campaigns #Padgenie and #titleofblog. One for the promotion of
Padgenie website and app and for the promotion of our blog focusing on the most
controversial blog posts.
Goals
 To get more followers and likes on Facebook, and more followers on twitter.
 To get people to read the blogs and share them and get them trending on social media.
 To get people to download the app and go to the website.
Resources needed to execute Buffer and Google Analytics
 Start following people and organizations on twitter with related interest.
 Use buffer social media management tool to push out posts with hashtag to multiple.
social media platforms.

8. 8
 For the blog hashtag, will start following blogs related to the same industry
 Include #Padgenie in all types of communication.
Measuring The Tactic-Buffer and Facebook Pixel
 Will use Facebook pixel to manage the number of shares and mentions.
 Will use buffer to keep track of all social media activity which will display new
followers, reach, retweets, and other activity.
 In the beginning, should gain at least 5-7 followers a week from this tactic.
 More email signups for blog
 More people will enter the Padgenie contest
Padgenie Contest
Purpose and description
Will create a contest to get people to download the Padgenie app and utilize the Padgenie web
platform. Upon entering the contest, users must follow instructions and perform tasks to receive
points to win the contest. The more points they get the higher their chances of winning. The
contest will be posted on social media and other online outlets as well offline in subways and
other high traffic areas.
Goals
 To get them to like our Padgenie Facebook page
 To build relationships with users
 To increase app downloads
 To get more likes and followers on Facebook and twitter
 To increase conversion rate of browsing users to actual rental applicants
Resources needed to execute
 Will use buffer to keep track of all social media activity which will display new.
followers, reach, retweets, and other activity.
 Utilizing buffer and Facebook pixel to keep track of mentions and shares.
 Will be using gleam.io a dedicated contest management platform to keep track of how
many people enter the contest and to choose a winner.
 Purchase online ads for more exposure.

9. 9
Measuring the tactic- Gleam.io
 Will use gleam.io to keep track of who has accumulated the most points to win the
contest and to choose a winner.
 The number of followers, mentions, tweets, and likes will increase.
 The number of hashtag mentions from hashtag campaigns will increase.
 App downloads will increase significantly.
Setup at Real Estate Events
Purpose and description
 Will set up a booth at various real estate related events with Padgenie brochures and other
printed information to pass out to people to inform them about Padgenie.
Goals
 To build a good rapport with people and to gain exposure
 To get the attention of important people in the real estate industry like real estate agents,
property managers, landlords, and networks like HGTV
 To make allies in the real estate industry to possibly get sponsors
 To get more followers and likes on Facebook and followers on twitter
 To get people to download the app use it and get new applicants
 To possibly get investors interested
 To be able to see real reactions to the concept of the product
 To get people to enter our contest
Resources needed to execute
 Need to rent the booth
 Need printed materials with the Padgenie logo on them
 Have business cards designed
 Design posters and other display material
 Hire at least three people to manage the booth
 Have information regarding the contest available
 Have a clickable working prototype available
 Create online ads to inform people that we will be attending the event
Measuring the tactic-google Analytics

10. 10
 Will gain more followers on twitter and Facebook
 App downloads will increase and so will the number of property listings
 More rental applicants
 Interested investors