An integrated referral program for Vera Causa Realty Limited
This dissertation is an applied project report on Vera Causa Realty Limited that follows the requirements of Ashesi University from Chapters one to five. Vera Causa Realty is a boutique real estate development company established by the Chief Executive Officer (C.E.O), Anita Adobea Keteku-Arkutu. The principal marketing method of the company is through referrals and recommendations. However, the company lacks a referral system to acquire potential clients and keep up with existing clientele. This report encompasses an internal and external factors analysis of Vera Causa Realty using the PESTLE model. Then, it validates the ineffectiveness of the current marketing strategies using Needs Assessment research. Qualitative research using semi-formal interviews, surveys, and observations are data collection tools employed to identify the preferred marketing system. The results of the study brought to light how much the firm relied on recommendations and referrals. The research also confirmed the lack of an easy-to-use referral system for their marketing. Through secondary research of academic sources, there was the identification that a referral program is needed to grow the business clientele. This growth will be possible through networks of its existing customers and social media influencers. The ripple effects of Relationship Marketing make it important for the solution. Using the six principles of the STEPPS model, Vera Causa Realty will increase sales through referrals by 45%, by incentivizing existing customers and using their employees as advocates. A Referral Program to tackle the marketing inconsistencies of Vera Causa Realty, increase sales, increase client acquisition and retention, and improve the firm's brand awareness is the objective of this applied project.
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2021
marketing strategy, brand awareness