Presented by Al Lewis / Principal

Real Estate Professionals World Enterprise MarketingSubdivision Sales & Marketing Since 1975BuilderSalesandMarketing.com

Five Steps to Effective Subdivision Sales andMarketing: The 100% Solution.

Talking Points / Highlights & Features

Project Development (1) Qualitative and Quantitative Inventory (2) Project & Model Names.___ Merchandising for Sales (1) Signs, Brochures and Documents (2) The Development of a Sales-Enhancing Sales Center: The Sales Office & Model Complex, Trap & Landscape.___ Sales Office Design for Engaging the Buyer: the “Hospitality Suite” Advantage.___ Color Sequencing from Signs to Office, Literature to Models, Model to Model and Back.___ In-Model Sales Displays: Presentation-Sale Story Boards and Intranet Presentations.___ Progressive Pricing Strategies & Value-Buy Incentives for 1st Unit Sales Every Week. If You Don't Give Visitors a Reason to Buy, They Won't.

The Sales and Marketing Plan.Three-Dimensional, Multi-Stepped Marketing, Budgeting and Positioning.___ Sale by Appointment Only Marketing of Each Phase: The Village Concept.___ Trickle-Down, Momentum Building Advertising Strategies. ___ Primary, Secondary and Tertiary Advertising. ___ Relationship Building Strategies.

Multimedia Advertising for Visibility and Appeal (Mainstream & Traditional).___ Ogilvy’s Premise and The "Market" Follows the "Marketer."___ Image-Building vs. Value-Buy Advertising and Features Stories.___ The Creation of Markets as Opposed to the Encountering of Markets.___ Referral Marketing: Realtor, Friendship-Sale, International-Liason Marketing.___ Multi-Regional Saturation Marketing: Cost Effective Off-Site Signage.___ Home Trade-In/Trade-Up Marketing.

The Sales Staff (See Six Steps to Effective Sales Management). Team Building for Courteous and Knowledgeable Sales Facilitation. ___ The Sales and Marketing Premise: Every Marketing Direct Buyer is Price Qualified and Closable. Effective Staffing: A, B, C and D Closers. ___ Championships are Won Before the Season Starts. Effective Selling. ___ The Psychology of New Home Sales: We Don’t Sell, We Close. ___ Engaging the Buyer: Closing Story Boards, Intranet Pres. ___ Soft and Hard Closing Documents and Processes. ___ Goal Setting, the 70% Closing Motivator & Bonuses. ___ Reporting, Evaluation and Control.

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Team Building for Possibility Thinking Leadership: The Two-Percent Difference. Purposeful Leadership Based on Principles followed by Strategies, Tactics & Action. ___ Merchandising precedes both marketing and sales. It is purposed product development, presentation and point-of-sale demonstration by means of a Sales Center, Product Displays, Printed Literature and Model Complex. ___ Marketing is Advertising purposed to generate inquiry and traffic and is do- able within the expanse or limitations of any budget. Though used generically, marketing is not merchandising nor selling, and selling is not marketing. ___ Selling is a misnomer for closing. Closing is a structured process of acting on the implied consent (a stated affinity for both the project and product) of a visitor to a project’s sales center and model complex by an on-site salesperson. ___ All the above, unified, are referred to as Sales and Marketing. Winners, when the market tightens up, dwell on Closing. Losers dwell on everything else.

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Foresight Marketing

On-Site Marketing

Off-Site Marketing

Insight Marketing

Pre-Flight Marketing

#1Always

Always

Presented by Al Lewis / Principal

Real Estate Professionals World Enterprise MarketingSubdivision Sales & Marketing Since 1975BuilderSalesandMarketing.com

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That all marketing-direct buyers are price-qualified closable prospects; that it is the objective of “Marketing” to ensure marketing-direct traffic adequate enough to achievea progressive closing rate and the objective of “Sales” to ensure a closing ratio equalto or better than acceptable industry standards.

Staffing

Staffing (and re-staffing) in numbers appropriate to achieve an acceptablesales-to-traffic closing ratio: Championships are won before the season starts.___ The Brandonberry 3-2-1 Story and Mike Mastron.___ The Possibility Thinker’s Rally Experience and Jim Rohn. ___ Train and Maintain vs. Hire and Fire: Family vs. Action.

Training

Preparatory TrainingSetup, installation and introduction to “The Psychology of New Home Sales.”___ See “Why Most Projects Fail to Reach Their Maximum Sales Potential.”

Vision Quest MarketingAssociate goal setting. Goals become the action plans and game plans that winnersdwell on in intricate detail, knowing that achievement is virtually automatic when the goalbecomes an inner commitment of the subconscious mind. We help our associates set andshare written sales goals to ensure we all know what to look for and expect.

The 70% Closing MotivatorImplementation of sales technology we call “The 70% Closing Motivator.” The 70% ClosingMotivator is sales technology that helps agents account for their activities, self-motivateand perform at the top of their ability. Even the best people fall short of their abilities once in awhile. This accountability program helps agents perform and produce.

The Establishment of Procedures

The establishment of procedures for selling, loan and escrow processing,closing and move-in assistance. The determination of buyer/agent relationshipbuilding strategies to prevent cancellations and the delegation of responsibilityfor carrying them out.

Organization

Actualizing Our Role in the Sales Environment

The organization and preparation of financing alternatives, including the selection of lenders and loan reps. The organization and preparation of salesfiles, forms, printed literature and office equipment. The creation of closing programs and tools commensurate with selected product-oriented and non-product oriented value-buy incentives: the closing story boards.

Servicing Traffic - Qualifying Prospects - Showing Property - Closing BuyersSolving Buyer Problems - Handling Complaints - Overcoming ObjectionsProcessing Sales - Following Up Prospects - Arranging Buyer FinancingLearning the Product - Handling Move-Ins - Coordinating with ProductionGaining Sales Knowledge - Keeping Records - Inspecting CompetitiveProducts - Attending Meetings - Building Referrals- Working with RealtorsInspecting Our Own Inventory - Selecting Colors, Upgradesand Flooring - Controlling Model Home ConditionsPlanning Our Time - Coordinating Contingenciesand Trade-Ins - Motivating Ourselves Daily

The Sales and Marketing Premise

Six Steps to Effective Sales Management. The 100% Solution.

Talking Points / Highlights & Features

#1Always

Always