Sales and Marketing Plan


Pre-Sales
During the pre-sale phase we will use site signs, small advertisements, internet marketing and the web site to create project awareness and begin building an interest list.  Prospective buyers can join our interest list directly from the web site.  The interest list sign up includes a short optional questioner that will help us qualify prospective buyers.  All of the information gathered from the interest list is imported to our proprietary database.  Ounce in our database we can run email marketing campaign and track buyers through the entire buying process.

While building the interest list we can survey perspective buyers to get early feedback on the project and evaluate our buyer profile and project positioning.  The preliminary feedback gained from the surveys will be used to make any needed changes to our marketing strategy and finalize our pricing plan.  Towards the end of our Pre-Sales phase we will launch our email marketing campaign and begin the pre qualification process with our preferred lenders.  Our goal is to create a large list of motivated and well qualified buyer for the grand opening.

Grand Opening
Our marketing objective during the grand opening is to create the maximum level of awareness, excitement and traffic for the project.  Marketing activity will be at its peak during this phase.  Specifically designed “Grand Opening” content will be created for each of our marketing channels. 

  • Signage – In addition to the existing site sign a grand opening banner will be added to the site.  “Open Model” sandwich signs and flags can also be added to help increase the visibility of the project.  Neighborhood directional signs added near major intersections help to direct buyers to the project.
  • Web Site – The home page of the web site will be modified to announce the grand opening and increase community awareness.
  • Advertising Campaign – The size and frequency of the newspaper advertisements will be increased.  A grand opening banner will be added to the advertisements.
  • Internet Marketing – A grand opening banner will be added to each of the internet marketing sites.
  • E-Mail Marketing – A grand opening email announcement will be sent to each of the prospective buyers from the interest list. 
  • Buyer Referral Program – Referrals from previous buyers and prospects are a great source of new leads.  An organized referral program with a small buyer incentive can really help build excitement about a new project. 
  • Broker Co-Op Program – Depending upon market conditions and traffic we will evaluate the need for a Broker Co-Op program.  

The Grand Opening phase usually last for the first 20 to 25 percent of the total sales cycle.  We expect to average 2-3 sales per week during the grand opening.  Sales may be slightly higher initially depending on market conditions and the size of our priority list.  It is critical to structure the pricing and release sizes to build sales momentum though out the selling cycle.  Slightly increasing the price per release helps create a sense of urgency and stimulate sales.  

Primary Selling Phase
Sales and traffic will level off and normalize after the grand opening and we will enter the primary selling phase.  Marketing strategies and content will be reevaluated to insure their continued effectiveness.  The sales team will increase its prospecting with an aggressive email campaign and telemarketing effort.  Through targeted emails and follow up calls all buyers from the interest list will be re-contacted and qualified.  Depending on the sales level we will reevaluate the need for a  Broker Co-Op program. 

Sell Out  
Depending upon market conditions the sale of the final twenty percent of the units may require special efforts.  The pent up demand of the interest list will be gone and the excitement associated with the grand opening will have likely waned.  If we have aggressively raised prices during earlier releases we may have to consider offering buyer incentives.  Buyer incentives typically include free upgrades, a credit toward closing cost, or special builder financing. 

Post Sales
The sales office will remain open for about 30 days after the last unit goes into escrow.  The sales team will be focused on managing escrows, taking backup offers and coordinating move-ins.  During this time we will also be directing customer service questions and opening units for appraisers.