25 April 2017 Sirius Facilities GmbH - Providing space for business
Andrew Coombs CEO Sirius Facilities GmbH - Providing space for business
Welcome & Housekeeping 3 Sirius Facilities GmbH - Providing space for business
Introductions Andrew Coombs , Group CEO Alistair Marks , Group CFO Rudiger Swoboda , Sales Director, Sirius Facilities GmbH Kremena Wissel , Marketing Director, Sirius Facilities GmbH Diarmuid Kelly , Finance Director, Sirius Facilities GmbH Martin Belik , Cushman & Wakefield 4 Sirius Facilities GmbH - Providing space for business
Agenda 10:00 Introduction Andrew Coombs , Group CEO 10:05 German Real Estate market Martin Belik , Cushman & Wakefield 10:30 Sirius In-house Model Kremena Wissel , Marketing Director Rüdiger Swoboda , Sales Director Diarmuid Kelly , Finance Director Q&A 11:10 Break and Refreshments 11:30 Growth Strategy & Case Andrew Coombs , Group CEO Studies Alistair Marks , Group CFO Kremena Wissel , Marketing Director Rüdiger Swoboda , Sales Director Q&A 12:30 Lunch 14:30 Close 5 Sirius Facilities GmbH - Providing space for business
Journey 6 Sirius Facilities GmbH - Providing space for business
Returns 7 Sirius Facilities GmbH - Providing space for business
Kremena Wissel Marketing Director Marketing Sirius Facilities GmbH - Providing space for business
Sirius Marketing Structure In-house 8 experts 9 Sirius Facilities GmbH - Providing space for business
Capturing Demand: Enquiries per Month <300 2010 >1,000 2017 10 Sirius Facilities GmbH - Providing space for business
Marketing Performance: Enquiries >90% Online 11 Sirius Facilities GmbH - Providing space for business
What Makes Us Unique? Clear line of sight to the customer Online lead generation 12 Sirius Facilities GmbH - Providing space for business
Brands vs. Products and Services 12 Products & Services 10 Brands 13 Sirius Facilities GmbH - Providing space for business
Sirius Customers: Blue Chip Companies 50% of the revenue in 16/17 • TOP 50 tenants (Siemens, GKN, MAN) • Long leases • Predominantly industrial space 14 Sirius Facilities GmbH - Providing space for business
Sirius Customers: SMEs 50% of the revenue in 16/17 • 3,650 tenants • Flexible leases • Comprehensive range of space and value-added services 15 Sirius Facilities GmbH - Providing space for business
Case Study: Office 16 Sirius Facilities GmbH - Providing space for business
Case Study: Storage 17 Sirius Facilities GmbH - Providing space for business
Sirius Integrated Marketing Process 18 Sirius Facilities GmbH - Providing space for business
Marketing Tactics: Organic Search • In-house • 7 websites • 6,506 landing pages • 100,000 potential keywords 25% of all enquiries 19 Sirius Facilities GmbH - Providing space for business
Marketing Tactics: Affiliates • In-house • 20 property portal affiliates • 450 listings/portal • 9,000 online listings • Managed on a daily basis 30% of all enquiries 20 Sirius Facilities GmbH - Providing space for business
Marketing Tactics: Google Campaigns • In-house • 433 campaigns per month • >10,000 keywords • Managed on daily basis 25% of all enquiries 21 Sirius Facilities GmbH - Providing space for business
Remaining 20% of Marketing Tactics all enquiries 22 Sirius Facilities GmbH - Providing space for business
Sirius Marketing Success Factors Clear line of sight Controlling Optimizing Do not have to to the customer enquiries flow- cost of enquiry rely on agents to fill the space ability to turn up and down flow of enquiries with immediate effect 23 Sirius Facilities GmbH - Providing space for business
Rüdiger Swoboda Sales Director Sales Sirius Facilities GmbH - Providing space for business
Sirius − Sales Performance 2010 Conversion Deals Per Rate Month 25 Sirius Facilities GmbH - Providing space for business
Sirius − Sales 2010 Structure Training Quality Reporting Control ✔ Vision/ KPIs Broker Mission 26 Sirius Facilities GmbH - Providing space for business
Sirius − Sales Performance Today Conversion Deals Per Rate Month 27 Sirius Facilities GmbH - Providing space for business
What Makes Sirius Unique? 28 Sirius Facilities GmbH - Providing space for business
Sirius − Regional Structure Regional Sales Manager Marketing ✓ 11 Properties 11 Centre Managers Key Account Manager Regional Sales Manager ✓ 11 Properties National Key 6 Centre Managers Account Manager Regional Sales Manager ✓ Key 8 Properties Account 6 Centre Managers Manager Regional Sales Manager ✓ 11 Properties 7 Centremanager 29 Sirius Facilities GmbH - Providing space for business
Sirius − Regional Sales Managers Nike ✓ 510,232 Sqm Manuel ✓ 1,631 Tenants ✓ 192,482 Sqm ✓ 647 Tenants Christian ✓ 244,967 Sqm • ✓ 843 Tenants Training • Coaching • New sales • Retention Doris • Rent roll ✓ 446,958 Sqm • P&L ✓ 708 Tenants 30 Sirius Facilities GmbH - Providing space for business
Key Account Managers 2 Key Account Managers ✓ New sales & expansions > 600 Sqm ✓ Build and maintain regional brokers network 1 National Key Account Manager TOP 60 TENANTS ✓ 677,060 Sqm ✓ €42,616,677 rent roll 31 Sirius Facilities GmbH - Providing space for business
Sirius − Telesales Team 5 Team Members 1 Team Leader • Schedule viewings • Detailed information is gathered from all enquiries and saved into the CRM system 32 Sirius Facilities GmbH - Providing space for business
Sirius − Process Flow Telesales Centre Marketing Team Manager Every staff member has monthly performance targets CONSEQUENTIAL GENERATING CONVERTING Gets monitored on a daily basis TASKS LEADS Mystery shopped in order to ensure compliance with policies and objectives LEADS ✓ Viewings ✓ 1,000 leads ✓ Answering ✓ Sales per month enquiries ✓ Customer relations ✓ Scheduling ✓ Renewal viewings ✓ Debt collection ✓ Collect Data ✓ Lead generation 33 Sirius Facilities GmbH - Providing space for business
Sirius − 1 0 Step Sales Process Enquiry & Scheduling Welcome Viewing & Relationship Building Telesales Presentation & Guided Tour Final Discussion & Recommen- dation Centre ‘Quick Quote’ Manager & Sales Closure Follow Up 34 Sirius Facilities GmbH - Providing space for business
Sirius − Sales Metric at least of all enquiries should be personally answered Enquiries 95 % ( Contact Ratio ) at least should be appointed to our sites 70 % Viewings ( Appointment Ratio ) 60 % at least should actually show up for the viewing ( Viewing Ratio ) 25 % at least of all viewings should rent a space Letting ( Closing Ratio ) Target: Overall Sales Conversion of 15 % 2016 ~ 12% 35 Sirius Facilities GmbH - Providing space for business
Sirius − Telesales Metric 2016 ~ 58 % Enquiries Enquiries VIEWING to to VIEWING HELD DEALS SCHEDULED to Enquiries 2016 ~ 73% 2016 ~ 12 % 36 Sirius Facilities GmbH - Providing space for business
Sirius − Telesales Performance Incoming Calls Per Month Outgoing Calls Per Month Total Calls Per Year ✓ Answering all enquiries within 20 working minutes ✓ Up to 10 follow up activities for 1 lead ✓ Using phone calls, SMS and e-mail 37 Sirius Facilities GmbH - Providing space for business
Sirius − Mystery Shopping Sales Process • Evaluate adherence to sales process Enquiries And Viewings • Ensure a consistent approach to handling enquires and viewings Sales Performance Increase • Performance increases naturally, if employees know they are being monitored Conversion Rate • Increase our conversion rates Return on Investment • Maximise the return on investment 38 Sirius Facilities GmbH - Providing space for business
Sirius − Mystery Shopping Minimum Standards 39 Sirius Facilities GmbH - Providing space for business
In Addition − Relationship With Brokers Broker framework contracts 40 Sirius Facilities GmbH - Providing space for business
Sirius − On Site Service 31 Operations Managers ✓ Manage needs of customers ✓ Repair & maintenance ✓ Provider relations ✓ Service charges 41 Sirius Facilities GmbH - Providing space for business
In Summary ✓ Quality and Quantity of input determines the output ✓ Largest Industry ✓ Sales Process ✓ Mystery Shopping Sales Force ✓ 31 Centre Managers ✓ Managed through KPIs ✓ Everything Inhouse ✓ Monitored daily ✓ 3,829 Tenants ✓ Sirius Training Academy ✓ Incentives with Sales Commission 42 Sirius Facilities GmbH - Providing space for business
Diarmuid Kelly Finance Director Service Charge Sirius Facilities GmbH - Providing space for business
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