Project Overview & Goals

​Project Overview

This project involved the creation of an internal business proposal for FirstService Residential (FSR), identified in the documents as North America's largest residential community manager. The core problem addressed was FSR's existing marketing strategy, which primarily targeted Homeowners Association (HOA) establishments and their boards, rather than the current and prospective residents living within FSR-managed communities. This focus was identified as inadequate, limiting the brand's potential and positive perception among the general populace and residents, who often hold negative associations with property management firms and HOAs in general. FSR's corporate professionalism image, while appealing to HOAs, came at the cost of resident appeal. Evidence cited includes analysis of FSR's website landing page and Facebook presence, described as corporate, bland, and not immediately appealing or informative to residents. The discrepancy in size between subreddits dedicated to HOA complaints versus general HOA discussion was also noted as indicative of public sentiment.

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​Project Goals

The primary goal of the proposal was to advocate for a strategic shift in FSR's marketing efforts and core message. The objective was to move towards a more resident-focused approach, directly catering to prospective homeowners and highlighting the benefits of living in an FSR-managed community. This involved redefining the marketing message to emphasize aspects like community engagement, improved lifestyle, and property value enhancement from a resident perspective. The proposal aimed to cultivate greater positive brand awareness, increase resident satisfaction and loyalty, and ultimately drive financial growth. Specifically, the proposal projected that this new approach could increase revenue growth by an additional 4% to 8% compared to the current model and generate over $230 million in added profit for FSR California by the end of 2026. The initial implementation focus was proposed for the California regions.

Methodology & Approach

The methodology centered on analyzing the existing situation and applying established communication principles to formulate a revised strategy. The analysis involved reviewing FSR's current marketing materials (website, Facebook) and comparing them against general public sentiment regarding HOAs, using examples from Reddit.

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The core of the proposed solution was derived from the principles outlined in Chip and Dan Heath's book, "Made to Stick". Four specific principles were selected to guide the revamp:  

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​Simplicity

The proposal advocated for simplifying FSR's core message. The existing mission ("Deliver exceptional service and solutions that enhance the value of every property and the lifestyle of every resident in the communities we manage" ) was identified as professional but potentially not memorable or welcoming. The proposed replacement message was "Enhancing Communities, Enriching Lives", intended to be easier to understand, more powerful, memorable, and convey both professionalism and enrichment.​

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​Unexpectedness

This principle was applied to suggest deviating from the standard, often negatively perceived, expectations of property management companies. Instead of corporate jargon, the approach recommended emphasizing benefits like community engagement, lifestyle improvements, and property value from the resident's perspective. Examples included highlighting unique offerings like online calculators for association deposits or energy solutions.
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​Concreteness

The proposal suggested using concrete examples and visuals to illustrate FSR's positive impact. This included showcasing beautiful neighborhoods, active communities, and amenities, moving beyond abstract descriptions to tangible resident experiences.​

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​Credibility

While adopting a warmer approach, the proposal stressed maintaining credibility. This involved building trust through relevant data, awards, observed outcomes (like community growth or lifestyle program awards), and expert/resident testimonies.​

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The approach also included outlining the necessary resources, calculating associated costs, projecting financial returns based on historical data and industry benchmarks for customer-centric models, and defining metrics for measuring success.

Key Activities & Execution

The documented activities revolved around research, analysis, strategy formulation, and proposal creation. Key activities included:​

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Problem Identification

Analyzing FSR's market position, current marketing materials (website, social media), and public perception challenges related to HOAs.​

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Solution Development

Conceptualizing a shift towards resident-centric marketing. Identifying and applying the "Made to Stick" framework (Simplicity, Unexpectedness, Concreteness, Credibility) to structure the proposed changes. Formulating a new core message/motto.

Content Creation

Developing examples of how the new messaging could be applied, including potential website elements, taglines, and ways to showcase community benefits and credibility.

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​Financial Analysis
Researching salary data for proposed new roles (Social Media Manager, Survey Specialist, Public Relations Specialist, Corporate Photographer, Customer Service Manager, Brand Developer). Estimating the cost of a complete website overhaul. Calculating the total estimated annual investment required for the proposed changes across ten California regions ($3.46 million yearly plus a one-time website cost).

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Projection Modeling

Analyzing FSR's historical revenue growth (cited as average 16% year-over-year for the past 3 years). Researching the impact of customer-centric models (cited as potentially adding 6% revenue growth). Projecting future revenue, costs, and profits for both the current trajectory (16% growth) and the revamped model (22% growth), factoring in the new annual expenses.

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​Success Measurement Definition

Defining key performance indicators (KPIs) to assess the success of the proposed strategy, including online engagement (social media, website), brand opinion surveys (current residents, prospective residents, general population), and property-related metrics (added value, property growth, HOA client growth).

Proposal Documentation​

Compiling the analysis, proposed solution, costings, projections, and success metrics into a formal Internal Business Proposal presentation and a written report. This included drafting an mock Executive Summary addressed to Mr. Diestel and a sample internal email communication for California regions regarding the shift.​

Deliverables & Outcomes:

The primary deliverables documented were the proposal materials themselves:​

Internal Business Proposal (Presentation Format)
A slide deck outlining the company overview, rationale, solution based on "Made to Stick," benefits, costs, projections, success measures, and appendix items.

​Internal Business Proposal (Report Format)
A written report containing similar sections: Executive Summary, Company Overview, Rationale/Problem Statement, Proposed Solutions, "Made to Stick" application, Benefit Analysis, Costs, Projections, Success Assessment, Appendix, and References.

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​Executive Summary

A concise summary of the problem, proposed solution, intended impact (4-8% faster growth), required investment ($3.4M annually for California), and projected profit increase (over $230M by 2026), addressed to Mr. Diestel.

Draft Internal Communication

Detailed tables showing the breakdown of estimated costs for new personnel and website overhaul, and comparative profit projections for the current vs. revamped models through 2026.

Cost Analysis and Financial Projections

Visual representations of the proposed application's key screens, demonstrating the intended layout, navigation, and information presentation.

Defined Success Metrics

A list of proposed metrics for evaluating the initiative's impact, covering online engagement, brand perception, and property growth.

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The documented outcome of this project was the completed proposal advocating for a strategic change within FirstService Residential's California operations. The proposal presented a data-informed rationale for change, a structured solution based on communication theory, and quantified projections of costs and potential financial benefits. It also outlined how the success of the proposed changes could be measured. The documents present this as a proposal for implementation, not a report on an implemented strategy or achieved results beyond the creation of the proposal itself.

Tools & Technologies Used

Presentation Software
Utilized for presentation of IBP report.

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​Document Processing Software
Utilized for the creation of the IBP Final Report.   

Spreadsheet/Calculation Software​

Used  the creation of cost tables and financial projection charts/tables.