Product details

Assist-2-Sell, a real estate firm in Lagos, Nigeria, was established in 2005 by Chukwunonso Onny-Ezeh, a lawyer and serial entrepreneur. The firm mainly dealt with selling multi-unit properties for estate developers within and outside the country. Assist-2-Sell achieved annual revenue growth of 12% in its early years due to Nonso's unique marketing strategies. Capitalising on previous successes and the trust developers had in the firm's operations, Nonso aimed at driving up the growth of the company by setting a sales target of 300 housing units in the next one year. Assist-2-Sell received proposals from two developers (ABC Homes Limited and XYZ County Homes Limited) building 350 housing units each in the fast-rising XYZ-Lekki area of Lagos. Although ABC Homes offered quality homes and a one-year warranty to buyers, Nonso's previous dealings with the company did not go well because ABC Homes diverted cash for the project to other projects and often micromanaged her marketing efforts. On the other hand, XYZ County Homes prided itself on providing low-cost houses and prompt execution, but Nonso was worried about the different service standards based on the fact that XYZ outsourced the implementation of projects to friends and family members without signing explicit contracts. Nonso had a meeting with the Head of Sales and the Head of Business Development - Chioma and Nkechi - to deliberate on the buyer segment to target for marketing. Chioma believed the firm should target the upper-middle-class segment while Nkechi thought that the best buyer segment for the project was the corporate segment. Nonso was to make critical decisions on the choice of developer, buyer segment and marketing strategy to adopt.