Capstone – Project Charter

Marketing Strategy for Property Investors and Landlords

A Collaboration Between

Engagement Synopsis

Our company is pivoting how we acquire housing inventory to offer to our prospective buyers. We are looking for landlords and property investors who have houses that are move-in ready. Instead of renting them out with the conventional model (rent for 7-10 years and then sell for cash to another investor), they can sell them through our platform to earn higher returns and reduce their effort. For this project, we want to work with students to develop customer personas and define segmentation within this demographic (landlords & property investors),  to identify potential channels and to reach them through, and to build a draft version of a potential sales funnel.

HOST VENUE ADDRESS

  • We have offices in Vested Interest, a mixed use space converted from a dry cleaning warehouse.  The building is located at 251 E Sample St, South Bend, IN 46601

REQUIRED PREREQUISITES

  • There are no required prerequisites, but experience in marketing especially with a focus on the target demographic we described above would certainly be beneficial

LEARNING OBJECTIVES

  • Students will learn about a large segment of the US housing market that is typically overlooked
  • Students will get experience with real estate market research, focusing on a large segment of property investors
  • Students will get experience building a marketing plan including conducting user research, segmenting customer groups, designing A/B experimentation, and developing channels

Company Information

CompanyHurry Home
HQIndiana
RevenueUnlisted
Employees1-5
StagePre-Revenue Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time
Websitehttps://www.hurryhome.io/

Company Overview

Hurry Home offers a new path for renter families to own the homes banks cannot make mortgages for, while providing property investors an effortless investment vehicle with boosted returns. Homeownership is still the primary way that American families build wealth, yet many people are unable to pursue it. With Hurry Home, buyers build protected ownership, and seller/landlords earn higher returns than conventional rentals with no maintenance/repair effort.

Company Supervising Team

COO & Co-Founder

John

[email protected]

Course Info & Engagement Details

SchoolUniversity of Notre Dame Mendoza College of Business
Engagement FormatCapstone - Small Team Consulting Project - Students work in small groups of 2-6 directly with faculty and host company project champions on developing real solutions to real-world challenges.
ProgramCollege of Business
Course2019 FALL – MBA Interterm (APPLY)
Level
Students Enrolled120 Enrolled, 4-5 per group per project
Meeting Day & Time10/14 - 10/17/2019 on-site at host company
Student Time Commitment1-3 Hours Per Week
Company Time Commitment3-5 Hours
Duration4 days (10/15/2019 - 10/17/2019)
Departments InvolvedGrowth Strategy
Marketing
Reporting, Financial Planning & Analysis
File Attachments

School Supervisors

Instructor

Alice

[email protected]

Students

There are currently no students assigned.

Collaboration Timeline

  • August 29, 2019

    Finalize Project Details and Legal Documents – We’ll help build to project and ensure it’s appropriate for a group of MBAs to complete over a one-week period.

  • September 13, 2019

    MBAs Select Projects – Students rank their top three projects and are assigned based on their backgrounds and skillsets.

  • September 30, 2019

    Students are Provided Background Information – Students begin to ramp up for the engagement

  • October 14, 2019

    STUDENTS ON-SITE: KICKOFF MEETING – Students begin to work on the project. Company introduces key personnel and answers questions about the business model and project.

  • October 16, 2019

    STUDENTS ON-SITE: WORKING WITH DAILY CHECK-IN

  • October 16, 2019

    STUDENTS ON-SITE: WORKING WITH DAILY CHECK-IN

  • October 17, 2019

    STUDENTS ON-SITE: FINAL PRESENTATION

Key Milestones & Project Process

  • October 14, 2019 - Mapping the Landlord Landscape

    1. What are the segments of landlord/property owners in this market?

    1. What are the segments of landlords/property owners in this market?
      1. How best can they be broken up into categories (by size of holdings, but goals of investment, etc.)?
      2. How do they decide to invest in a particular market?
    2. What are landlords/property owners main pain points with these properties?

    Suggested Deliverable:

    Customer Personas for top 2-3 relevant landlord/property owner target segments; potential interviews with a landlord fitting one of the segments

  • October 15, 2019 - Channel Analysis

    1. Where are people learning “how to landlord”?
    2. How do landlords identify property management companies?
    3. What do landlords find compelling for property management companies and how do property management companies build trust?
    4. Are property management companies the right group to consider our solution against?  If not, who is?
    5. Where/How can we reach the target segments you outlined?

    Suggested Deliverable:

    Overview of various channels and examples of successful marketing efforts, identifying why they might have succeeded; fill in the channels for the customer personas completed before

  • October 16, 2019 - Marketing & Sales Planning

    1. Based on the information from the customer segment and market analysis, who do you see as the best group to target?
    2. What are examples of content/messaging they will engage with?
      1. What else has worked for this group?
      2. How do we compare to other examples of what has worked – how can we message our USP?
    3. What are other examples of marketing done for these segments?
      1. What companies are succeeding in reaching them?
      2. Any insight into CAC?
    4. Any thoughts on a potential sales funnel?
      1. If we use the marketing methods you recommend, what should the rest of that flow look like?

    Suggested Deliverable:

    Broad outlines for the Marketing Plan and draft sales strategy

  • October 17, 2019 - Building Campaigns

    1. What are potential marketing campaigns that we can try
      1. How can we experiment within campaigns (are there opportunity for A/B for content, target segment, creatives, etc.)
    2. Further definition of the sales funnel
      1. Laying out the steps, potentially some content for various stages
      2. Ideas on drip campaigns as well as re-engagement opportunities and activities

    Suggested Deliverable:

    Finished Marketing Plan and draft Sales Strategy