Marketing and Sales Strategy and Plan
Executive Summary
The Afropolitan-Alpha Apartments is a premium residential development that combines Afro-contemporary culture, sustainability, and elevated living experiences. The project will be financed through a convertible debt crowdfunding campaign, with funds converted into equity starting in the third year. Additionally, a portion of the apartments will be sold as units, providing immediate ownership opportunities. To ensure liquidity and flexibility, the project will offer buybacks and facilitate secondary market sales.
This Marketing and Sales Strategy and Plan is designed to:
- • Secure $35 million in crowdfunding commitments by Q3 2025.
• Achieve 70% pre-sales of residential units by project completion.
• Build a waitlist of at least 200 potential buyers for future Afropolitan projects.
• Establish The Afropolitan-Alpha Residential Development as the premier Afro-contemporary residential development in Nigeria.
• Build brand awareness and position The Afropolitan-Alpha Residential Development as the premier Afro-contemporary residential development in Nigeria.
Target Audience
The strategy will focus on the following segments:
- Afropolitan Diaspora and Global Professionals
- Eco-Conscious and Social Impact Investors
- High-Net-Worth Individuals (HNWIs) and Lifestyle Enthusiasts
- Returning and Repatriating Diaspora
- Corporate and Executive Housing Market
- Local Nigerian Buyers
Unique Selling Points (USPs)
The USPs will highlight the project’s cultural, experiential, and financial uniqueness:
1. Convertible Debt to Equity:
Investors’ funds will be converted into equity starting in the third year, offering long-term financial benefits.
2. Unit Sales:
A portion of the apartments will be sold as units, providing immediate ownership opportunities.
3. Buybacks and Secondary Market:
Investors can sell their equity shares back to the developer or trade them on a secondary market, ensuring liquidity and flexibility.
4. Afro-Contemporary Culture:
A modern expression of African identity that blends traditional African elements with global influences.
5. Sustainability:
Eco-friendly design and green-certified spaces that appeal to eco-conscious investors.
6. Elevated Living:
Premium residences with world-class amenities, designed for those who value cultural connection and modern comfort.
7. The Afropolitan Reward Program (TARP):
Exclusive benefits like tiered cashback rewards and partnered service discounts for investors.
8. Strategic Location:
Situated at Burdillon Road Ikoyi, Lagos Nigeria, with easy access to key business and cultural hubs.
9. Social Impact:
Job creation, community engagement, and support for local economic development.
10. Cultural Heritage Integration:
Thoughtful incorporation of African traditions, art, and design to celebrate and preserve the continent’s rich history.
11. Cultural Exchange Spaces:
Dedicated areas and events that foster interaction and dialogue between diverse Afropolitan cultures, promoting a two-way flow of ideas and traditions.
Brand Messaging
The core messaging will emphasize Afro-contemporary culture, cultural heritage, and cultural exchange, while highlighting sustainability and exclusivity:
Tagline:
“Redefining Afro-Contemporary Living – Where Heritage Meets Innovation.”
Key Themes:
Afro-Contemporary Culture:
Showcase the project as a modern expression of African identity, blending tradition with global influences.
Cultural Heritage:
Celebrate and preserve African traditions through design, art, and events.
Cultural Exchange:
Foster interaction and dialogue between diverse cultures, creating a vibrant, inclusive community.
Sustainability:
Highlight eco-friendly features and commitment to environmental preservation.
Exclusivity:
Position the project as a premium, aspirational destination for discerning Afropolitan investors.
Community Impact:
Showcase the project’s role in driving socio-economic development in Nigeria.
Marketing Strategy
The marketing strategy will focus on building awareness, generating leads, and driving conversions through a mix of digital, content, and experiential marketing.
A. Digital Marketing
- Social Media:
- Platforms: Instagram, LinkedIn, YouTube, and Facebook.
- Content: High-quality visuals, videos, and testimonials showcasing the project’s design, amenities, and cultural experiences.
- Ads: Targeted ads focusing on the debt-to-equity conversion, unit sales, and TARP.
- Google Ads:
- Search and display ads targeting keywords like “convertible debt real estate investment,” “premium apartments in Nigeria,” and “Afro-contemporary living.”
- Email Marketing:
- Personalized campaigns for diaspora investors, HNWIs, and corporate clients.
- Include project updates, testimonials, and exclusive offers.
B. Content Marketing
- Website:
- A dedicated project website with virtual tours, investor testimonials, and detailed project information.
- Include a crowdfunding portal for seamless investment.
- Blog:
- Articles on topics like “Why Invest in Convertible Debt Real Estate,” “The Rise of Afro-Contemporary Living,” and “Sustainability in Modern Real Estate.”
- Video Content:
- High-quality videos showcasing the project’s design, amenities, and cultural experiences.
- Include investor testimonials and behind-the-scenes footage.
C. Partnerships
- Influencers:
- Collaborate with African diaspora influencers and lifestyle bloggers to promote the project.
- Media Outlets:
- Partner with African-focused publications like BellaNaija, Pulse Nigeria, and African Business.
- Crowdfunding Platforms:
- Leverage platforms specializing in African real estate investments.
- Local Organizations: Partner with Nigerian cultural and business organizations to build credibility and trust.
D. Events
- Virtual Launch Event:
- A high-profile, immersive event featuring a 3D virtual tour, keynote presentation, cultural performances, and live Q&A.
- Announce limited-time incentives for attendees who commit during the event.
- Diaspora Roadshows:
- Host events in key diaspora hubs (e.g., London, New York, Dubai) to engage potential investors.
- Site Tours:
- Organize exclusive tours for HNWIs, corporate clients, and media representatives.
- Cultural Exchange Events:
- Host workshops, festivals, and exhibitions that promote interaction between diverse Afropolitan cultures.
E. Public Relations:
- Press Releases: Announce key milestones (e.g., project launch, crowdfunding success).
- Media Coverage: Secure features in international and Nigerian real estate magazines.
Content Strategy
The content strategy will focus on creating engaging, culturally relevant, and visually appealing materials:
- Visual Content:
- High-resolution images and videos of the project’s design, amenities, and cultural spaces.
- Virtual tours and 3D renderings to showcase the property.
- Storytelling:
- Share stories of African heritage, sustainability, and the project’s impact on the local community.
- Highlight investor testimonials and success stories.
- Educational Content:
- Blog posts and infographics on Afro-contemporary architecture, green building practices, and investment opportunities.
Events and Experiences
- Virtual Launch Event: A high-profile event to introduce the project to investors and media.
- Diaspora Roadshows: Host events in key diaspora hubs to engage potential investors.
- Site Tours: Organize exclusive tours for HNWIs, corporate clients, and media representatives.
- Cultural Experiences: Host festivals, workshops, and exhibitions that promote interaction between diverse Afropolitan cultures.
- Cultural Exchange Programs: Host workshops, festivals, and exhibitions that promote interaction between diverse cultures.
Budget and Resources
- Budget Allocation:
- Digital Marketing: 40%
- Events: 25%
- Content Creation: 20%
- Partnerships: 10%
- Contingency: 5%
- Resources:
- In-house marketing team for strategy and execution.
- External agencies for video production, PR, and influencer collaborations.
Budget Breakdown by Category
A. Digital Marketing (40%)
- Social Media Ads: 30.6%
- Platforms: Instagram, LinkedIn, YouTube, Facebook.
- Focus: Targeted ads for diaspora, HNWIs, and eco-conscious investors.
- Google Ads: 20.4%
- Focus: Search and display ads targeting keywords like “Afro-contemporary real estate” and “premium apartments in Nigeria.”
- Email Marketing: 8.1%
- Focus: Personalized campaigns for diaspora investors, HNWIs, and corporate clients.
- Influencer Marketing: 20.4%
- Focus: Collaborations with African diaspora influencers and lifestyle bloggers.
- Website Development & Maintenance: 20.4%
- Focus: A dedicated project website with virtual tours, investor testimonials, and detailed project information
B. Content Creation (20%)
- Video Production: 40.8%
- Focus: High-quality videos showcasing the project’s design, amenities, and cultural experiences.
- Photography & Visual Assets: 20.4%
- Focus: High-resolution images and 3D renderings of the property.
- Blog & Educational Content: 20.4%
- Focus: Articles on Afro-contemporary architecture, sustainability, and investment opportunities.
- Virtual Tours: 18.4%
- Focus: Interactive 3D tours to showcase the property to remote investors.
C. Events (25%)
- Virtual Launch Event: 24.5%
- Focus: A high-profile, live-streamed event featuring project highlights, investor testimonials, and cultural performances.
- Diaspora Roadshows: 40.8%
- Focus: We will host events in key diaspora hubs (e.g., London, New York, Dubai) to engage potential investors.
- Site Tours: 16.3%
- Focus: We will organize exclusive for HNWIs, corporate clients, and media representatives.
- Cultural Exchange Events: 18.4%
- Focus: We will host festivals, workshops, and exhibitions that promote interaction between diverse cultures.
D. Partnerships (10%)
- Media Outlets: 40.8%
- Focus: We will partner with African-focused publications like Bella Naija, Pulse Nigeria, and African Business for feature articles and interviews.
- Crowdfunding Platforms: 30.6%
- Focus: We will leverage platforms specializing in African real estate investments.
- Local Organizations: 28.6%
- Focus: We will partner with Nigerian cultural and business organizations to build credibility and trust.
E. Public Relations (5%)
- Press Releases: 40.8%
- Focus: We will announce key milestones (e.g., project launch, crowdfunding success).
- Media Coverage: 59.2%
- Focus: We will secure features in international and Nigerian real estate magazines.
Fee Structure for External Agencies and Partners
A breakdown of typical fees for external services is as follows:
A. Digital Marketing Agencies
- Social Media Management: 1.6% – 3.3% per month.
- Google Ads Management: 1.5% – 3.5% per month.
- Influencer Collaborations: 2.5% – 10% per influencer, depending on reach and engagement.
B. Content Creation Agencies
- Video Production: 5% – 25% per video, depending on complexity.
- Photography: 2% – 10% per shoot.
- Blog Writing: 0.1% – 0.5% per article.
C. Event Management Agencies
- Virtual Launch Event: 33.3% – 66.7%.
- Diaspora Roadshows: 20% – 40% per event.
- Site Tours: 10% – 20% per tour.
D. Public Relations Agencies
- Press Releases: 2% – 10% per release.
- Media Coverage: 6.9% – 27.6% per feature.
Contingency Fund (5%)
It is essential to allocate a contingency fund to cover unexpected expenses or opportunities. This can be used for:
• Additional ad spend if certain campaigns perform exceptionally well.
• Last-minute event costs or partnership opportunities.
• Unforeseen content creation needs.
Metrics to Justify Spend
To ensure the budget is well-spent, we will track the following KPIs:
- Cost Per Lead (CPL): Aim for a CPL of 0.008% – 0.02%, depending on the audience segment.
- Return on Ad Spend (ROAS): Target a ROAS of 4:1 or higher for digital campaigns.
- Crowdfunding Conversion Rate: Aim for a 5–10% conversion rate from leads to investors.
- Social Media Engagement Rate: Target a 3–5% engagement rate on social media platforms.
Cost Efficiency Plan
- Leverage Organic Content: We will use social media and blogs to create organic buzz, reducing reliance on paid ads.
- Negotiate Partnerships: We will seek long-term partnerships with media outlets and influencers for discounted rates.
- Prioritize High-Impact Channels: We will focus on channels that deliver the highest ROI, such as targeted social media ads and diaspora roadshows.
Metrics and Evaluation
- Key Performance Indicators (KPIs):
- Funds raised through crowdfunding.
- Number of leads generated.
- Social media engagement (likes, shares, comments).
- Website traffic and conversion rates.
- Media coverage and PR mentions.
- Tools: Google Analytics, social media insights, and CRM software will be used to track performance.
Competitor Analysis
Based on research, TAARD’s key competitors in the residential and short-let landscape with Afro-contemporary features are in five broad categories which are as follows:
| Facilities & Locations | Distinctives |
|---|---|
|
i. The Wheatbaker (Ikoyi) |
Art-forward boutique hotel, preferred by executives & cultural elites |
|
ii. Lagos Oriental Hotel (V.I.) |
Waterfront, large scale luxury with fusion aesthetics |
|
iii. Eko Hotels & Suites (V.I.) |
Business-centric, versatile offerings, conferences & events |
|
iv. Eko Signature (V,I.) |
Exclusive suites, upscale branding within Eko Hotels framework |
| Facilities & Locations | Distinctives |
|---|---|
|
i. Maison Fahrenheit (V.I.) |
Afro-urban aesthetics, Instagram-worthy design, younger appeal |
|
ii. Villa Monument (V.I.) |
Globally inspired themes, designer interiors, high personalization |
|
iii. Bogobiri House (Ikoyi) |
Afrocentric arts & music immersion; strong heritage vibes |
|
iv. 16/16 (Ikoyi) |
Hybrid space: art gallery, restaurant, and cultural lodging hub |
| Facilities & Locations | Distinctives |
|---|---|
|
i. The Yacht Hotel (Lekki) |
Nautical-themed, waterfront luxury, exclusive club feel |
|
ii. Nordic Hotel (V.I.) |
Scandi-African minimalism, extended-stay ready, consistent quality |
| Facilities & Locations | Distinctives |
|---|---|
|
i. Presken Luxury Apartments (Ikoyi) |
Accessible serviced apartments with reliable amenities |
|
ii. The M Residence (Lagos) |
Mid- to upper range furnished apartments, extended stay options |
|
iii. Deluxe Residences (Various) |
Focus on comfort and design with flexible rental packages |
|
iv. Lilygate Hotel (Lekki) |
Mid-market hybrid hotel-apartment model for business travelers |
| Facilities & Locations | Distinctives |
|---|---|
|
i. ShortletHomes |
Aggregator of stylish upscale short-lets across Lagos |
|
ii. Orchid House / Black Ivy |
Afrocentric lifestyle hotels with immersive cultural themes |
|
iii. Àjọjẹ |
Afro-culinary hospitality experience for creative stay |
On the other hand, TAARD stands out with its cultural authenticity, lasting value, and seamless integration of design and lifestyle. It fills a clear market gap and sets a new benchmark for Afro-contemporary residential offerings. TAARD offers an immersive African cultural experience, balanced with modern facilities and diverse options.
Local and Cultural Considerations
- Cultural Relevance: Emphasize the project’s connection to African heritage and its role in promoting Afro-contemporary culture.
- Community Engagement: Highlight job creation, local procurement, and socio-economic impact to build goodwill.
- Language: Use culturally resonant language and visuals to connect with the target audience.
Sales Strategy
The sales strategy will focus on converting leads into investors and buyers through a structured and personalized approach.
A. Lead Generation
- Use digital marketing, events, and partnerships to generate leads.
- Capture leads through the project website, social media, and event registrations.
B. Lead Nurturing
- Send personalized emails with project updates, testimonials, and exclusive offers.
- Provide virtual tours and one-on-one consultations to address investor concerns.
C. Conversion
- Highlight the financial benefits of the debt-to-equity conversion, including long-term ROI and equity ownership.
- Emphasize the opportunity for immediate ownership through unit sales.
- Offer incentives (e.g., higher cashback rewards for larger investments).
- Provide flexible payment plans and financing options.
D. Post-Sale Engagement
- Keep investors engaged with regular updates on project progress.
- Offer exclusive experiences (e.g., preview events, cultural performances) to maintain interest.
- Encourage referrals by offering rewards for bringing in new investors.
Buybacks and Secondary Market Sales
To provide liquidity and flexibility for investors, the following strategies will be implemented:
A. Buyback Program
- The project will offer a buyback program for equity investors, allowing them to sell their shares back to the developer at a predetermined price after a specified period.
- This provides a safety net for investors and enhances the attractiveness of the investment.
B. Secondary Market
- A secondary market will be established to facilitate the trading of equity shares among investors.
- This will provide liquidity and flexibility, allowing investors to exit their positions if needed.
Metrics and Evaluation
- Key Performance Indicators (KPIs):
- Funds raised through convertible debt crowdfunding.
- Number of leads generated.
- Conversion rate from leads to investors.
- Pre-sales percentage of residential units.
- Social media engagement (likes, shares, comments).
- Website traffic and conversion rates.
- Media coverage and PR mentions.
- Tools: We will use analytics tools like Google Analytics, social media insights, and CRM software to track performance.
Timelines
The project is expected to break ground in Q4 2025 and be completed by Q1 2029. Key milestones include:
- Pre-Construction: Q1 – Q3 2025
- Construction: Q4 2025 – Q1 2029
- Handover: Q2 2029