REulti Marketing System

The Mission

To identify, analyze, market and sell off-market underbuilt, value-add development sites throughout California in an integrated, yet compartmentalized and closed loop system, to build a pipeline of sales and multiple commissionable events.

The System

Californian Estates has created this innovative system of listing lead generation to build a pipeline of sales: Find Value-Add Properties, Analyze Them Like a Developer, Create a Consistent Flow of Off-Market Inventory For Clients, Sell The Property Value Add Property and the Luxury New Development When It’s Completed. Market at every step and continue to parlay one listing into a business!!!

The Problem

• Non-salaried

The vast majority of the California real estate industry is comprised of unmanaged agents who work ad hoc.

• Have very few systems or support mechanisms

• Independent contractor relationships

• Limited skill set for true mastery

• Agents often work in isolation or in small teams

• Limited time for training

• Lack of “out of the box” training

• Disjointed work flow

• Unreliable income

The Proof Is In The Result

There are lots of agents not making a lot of money!

The Industry Need

The previous facts and statistics, in our honest opinion, don’t represent inherent incompetence or lack of intelligence of real estate agents but they more specifically speak to the lack of management structures, support systems and overall operational and strategic planning and execution.

The Market Need

There is, in fact, a housing shortage and with 1952 being the average year built for a Los Angeleno home, there is clearly a need for renovations, new builds and multifamily residences that create more urban density. Additionally, a diverse economy provides well-paying jobs to support these developments.

The Flow

SellerLeads

Executive Team

(Operations)

Systems

Market and Sell the Finished High-End HomeThe Third Commissionable Event

Acquisitions Team

(Listing)- First Commissionable Event

MarkettoBuyers

FIND BUYER get the back end listing 2nd Commissionable Event

Marketing Team

Takes in the Information from AD, Produces and Manages Marketing Materials

MarkettoBuyers

Executive Team

• The Executive Team will provide the lead generation, area by area, by identifying properties that satisfy the metrics for a value-add development.

• Executive Team will work with the Marketing Team to send out email and mail campaigns in the first few days to warm up clients before passing the leads on to the Acquisitions team.

• CE will create “pre-sales system” to teach the Acquisitions Team how to build lasting relationships with and qualify developers and other B2B professional, such as builders, architects, expediters, accountants, etc.

• CE will provide in the field training under our “Closer," Maurice O’Sullivan, who has a 100% closing rate. He will literally close your first few deals so that you know how to do the same moving forward.

• Maurice and Bethany will help to oversee all paperwork and help ADs work through issues or problems if they should arise.

Acquisitions Team

• Each Acquisitions Director (AD) will be assigned an area that they know everything about.

• The Acquisitions Team will receive a pre-qualified, fully audited underbuilt, value-add listing lead that had been “warmed up” with several previous marketing campaigns based on their area.

• CE will create innovative pitches that will are dramatically different than what a seller is used to. The pitch is based on our ability to get higher than market, possibly up to 10-20% more, due to our developer strategy… and we will be uniquely able to achieve it.

• AD will be trained on all phone scripts and receive support with methodology.

• CE will teach you how to analyze the property and build compelling REulti Reports for investors so that serious buyers will not hesitate on a deal.

The Numbers

It’s all about the Pipeline! If an AD gets 400 leads a month (100 a week) , conservatively, he/she should book 5 appointments per week (3%). Let’s assume there is a 50% cancellation in the beginning.

If an AD went to 3 apps per week, and every step along the way is 50% reduction rate, anticipate earning are $337,500 /year. With only slightly better numbers and closing rate of 75% each step of the way, the earning potential can grow exponentially.

Calculations based on an average sale of $1.5m @ 2.5%= $37.5k X 50%

Marketing Team

• Once the listing agreement is in place, the AD will forward all the photos, videos and property description, comps, financials, etc. to the Marketing Team.

• The Marketing Team will create the collateral (Email Campaigns, Flyer, social media campaigns.) for the properties and manage all the property campaigns via Trello.

• The Marketing Team will have the databases for developer, builders, investors, flippers in the areas that we are targeting and will target market accordingly.

• Marketing Team will also provide the collateral to all Californian Estates agents so they can reach out to their buyers.

• Inquiries from buyers come into the marketing team at one designated inbound number which is 323.719.7779 and email.

A Growth Model

REulti is an agent forward and client focused system that allows unlimited business growth for those who want to work hard and commit to the system.

A Director on the Acquisitions and Business Development Team who shows success and leadership skills, will be promoted to a senior management position a will oversee a regional area. Agents can work towards operating their own branch/franchise.

Executive Director, Greater West Los Angeles Executive Director, Hollywood/ NELA

Century City, Westwood, Beverlywood, West Hollywood, Beverly Grove

NELA-Los Feliz, Silver Lake, Atwater

Executive Director, The Valley Executive Director, South Bay Executive Director, San Gabriel Valley

Studio City, Toluca Lake, Valley Village

Palos Verdes & Torrance Pasadena, Altadena

Palms, Culver City, West LA Koreatown, Mid City, Mid-City, Mid-Wilshire

Sherman Oaks, Van Nuys Manhattan Beach, Hermosa Beach, Redondo Beach

South Pasadena & San Marino

Santa Monica and Palisades Burbank & North Glendale Encino, Tarzana Long Beach Arcadia

Venice Beach, MDR, Mar Vista

Glendale

North Valley

Westchester, Inglewood, Ladera Heights

Eagle Rock, Echo Park, Highland Park

Calabasas, Woodland Hills, Agoura Hills

The Process

The Listing Process

After the Executive Team Generates the Leads, they will segment off 400 leads at a time to work within a 4 week window.

AD calls 20+ per day

AD is out doing showings. If not, AD calls 20+ per day

AD calls 20+ per day

AD is out doing showings. If not, AD calls 20+ per day

AD calls 20+ per day

AD is out doing showings. If not, AD calls 20+ per day Day Off 100 (min)

AD calls 20+ per day

The Listing Process

Total Leads Contacted

Email #3 is sent

AD is out doing showings. If not, AD calls 20+ per day

AD calls 20+ per day

AD is out doing showings. If not, AD calls 20+ per day

AD calls 20+ per day

Hotsheets Received Hotsheets Received

AD is out doing showings. If not, AD calls 20+ per day Day Off 160 (min)

Total Leads Contacted

Marketing Dept prepares

Mailing #3

AD calls 20+ per day

Mail #3 is put in post only the leads that haven’t been called yet

AD is out doing showings. If not, AD calls 20+ per day

Mail Received

AD calls 20+ per day

AD is out doing showings. If not, AD calls 20+ per day

AD calls 20+ per day

Hotsheets Received Hotsheets Received

AD is out doing showings. If not, AD calls 20+ per day

Day Off 220 (min)

The Listing Process

A new group of 400 is introduced to the mail campaigns and the system starts over, with the remaining 180 leads pushed to the top of the list for calling.

Total Leads Contacted

Email #1 is sent Mail #1 is put in post Mail Received Hotsheets Received Hotsheets Received

Previous Leads are being called, 20+ per day

AD is out doing showings. If not, AD calls 20+ per day

Previous Leads are being called, 20+ per day

AD is out doing showings. If not, AD calls 20+ per day

AD gets NEW leads, starts calling 20+ per day

AD calls 20+ per day Day Off 280 (min)

Process & Paperwork

Listing:

• Follow the Listing Checklist: Inputs seller into One Page and create main folder and subfolders on Google Drive, i.e.:

123 Main Street, Los Angeles, CA 90077 (Shared with Executive, Contracts, Marketing and Sales Department

-> Marketing (Folder and sub folders are shared with Executive, Marketing and Sales Department)

-> Marketing Collateral (include financials, title profile, property description, Underbuilt, comps and completed Marketing Collateral Form)

-> Images High Res

-> Images Low Res

-> Listing Paperwork (Folder Shared with Executive and Contracts Department)

To Be Included: Listing Paperwork and AVID. Contracts Department to send Seller’s Disclosures, Order Prelim Title and NHD Report

• Go to Listing Appointment with Underbuilt Report, Comps, Title Report, Examples of BPOs

Listing > Marketing

• AD gets Listing, fills out Marketing Collateral Form and Cash on Cash and puts in Marketing Folder in Google Drive.

• Alert BD Department of the listing so that they can send to their A+ List.

Process & Paperwork

Marketing: Follow Marketing Checklist:

1.) Create Flyer, Cash on Cash and BPO for AD Approval

2.) Create Email Campaigns and Schedule 3-2-1, Clients and CE Agents Only

3.) Put on Website

4.) Put All Collateral in the Marketing sub folder, make sure it is shared with the BDD team

5.) Put in Trello with Marketing Materials for CE Agents

6.) Include in all Hotsheets

7.) Marketing Analysis of each campaign given to Executive Department.

Process & Paperwork

Business Development Team

• Executive Team will give leads to the BDD team to follow up on as they become warm.

• Business Development Team should call and meet with as many as possible. Information should put into One Page CRM.

• BDD can absolutely help these buyers identify other properties as well as the REulti listings.

• When a Buyer is interested in putting on offer on a REulti property, Create a new Subfolder under the Property Folder called “Selling Paperwork”:

123 Main Street, Los Angeles, CA 90077 (Already shared with Executive, Contracts, Marketing and Sales Department)

-> Listing Paperwork (Folder Already Shared with Executive and Contracts Department)

-> Selling Paperwork (Create and Share with Executive and Contracts Department)

In Conclusion

• If you were trained on a proven system that has an exceptionally high closing rate (near 100%) and received as much support as required, do you think you could do at least half as well? Would that “half as well” be far better than your business now? Do you think you could maybe you could far exceed your current business and far exceed us? We hope so!

• If you had nothing else you had to do in the sales process except for what you are best at, because every other department was helmed by specialized and skilled professionals, do you think that you would make dramatically more money than working on your own?

• If you also learned how to master each department and how to manage the operations, do you think you would want to become our partners and own your own branch/ Director and make overrides on all the sales to dramatically change your financial outlook?

• Do you think being at the ground level of growing technology and real estate business would be exciting if you had share options aside from your commissions? Would that make you work harder?

We think it would.