Engel & Völkers South Okanagan Sales & Brokerage Proposal for Beach House, Marina Way, Penticton BC

STRENGTHS WEAKNESSES

■ Premier location

■ Unique product offering

■ Extensive market knowledge in sales partner

S W

■ Reduced consumer purchase activity over previous year

■ High end product for the market

■ Local sales representation

■ Luxury Brand Alignment

■ Connected Sales Network

■ Highly skilled sales team for show centre

■ In-house marketing support

OPPORTUNITIES

■ Capture an under-serviced market segment

■ Phased build out

■ No vacancy tax implications

■ Local Event Engagement

■ Local business cross promotion

■ Connected luxury sales network

THREATS

■ Economic stability

■ Competing market offerings

■ Fluctuating supply costs

1 Your project-dedicated sales team

4

Post-Listing launch & Ongoing Initiatives

2 Pre-launch, Launch and Ongoing Initiatives

Sales & Marketing Overview & Timeline Ongoing Initiatives Roadmap

5 Long-Term Sales and Marketing Roadmap

3 Pre-Listing Whisper Campaign Initiatives

Activation & Pre-Launch Roadmap Sales Team Soft & Hard Launch Outline

6 Engagement Terms & Fees

Marketing, Engagement & Brokerage Fees

Beach House Dedicated Sales Team

Sales Team

Why Engel & Völkers South Okanagan

Interrobang, unquestioningly holds the premier land consortium within the South Okanagan. Positioned in the heart of Penticton, at the shoreline of Okanagan Lake. The last parcel of significant size, situated to the north east side of Penticton’s lakeshore, offers a peaceful living environment while conveniently situated to all major attractions, beaches, marina, restaurants and shopping.

Coupling this preeminent property with a luxury townhome offering brings a new and unmet offering to the ever burgeoning city of Penticton. Interrobang is poised to capture the hearts and dreams of discerning buyers locally, provincially and nationally.

In order to successfully sell this exceptional living community, Interrobang requires the expertise of an exceptional sales partner.

Bringing the bespoke approach to every aspect of the real estate experience, Engel & Völkers is like no other. We are a world class luxury brand with local connectivity. We understand the purchase and sale of real estate is about much more than the property, it is lifestyle.

While Penticton has grown significantly over the last few years, it is still a small, tightly knit community. Consumer inclination remains drawn to toward local real estate representation.

You will find no other team able to offer you the highly curated sales resources and luxury service found with Engel & Völkers. At Engel & Völkers, we create exciting cross promotional opportunities and think differently.

With deep connections to both consumers and the real estate community, we open doors.

Do you want to be one of their many, or the most important to us?

Proposed Organizational Chart

Interrobang

Engel & Völkers South Okanagan

Engel & Völkers’ Global Support Network

E&V Network of Luxury Real Estate Brokerages

E&V Development Services

E&V Private Office

E&V Yachting

E&V Project Sales Lead

Lyndi Cruickshank, PREC

Real Estate Advisor

Julie Quinlan, PREC

Real Estate Advisor

Angela Marino

Real Estate Advisor

Lynn Doering

Real Estate Advisor

Jonathan Wall, PREC

Real Estate Advisor

Erin Aitkens

Partnership Highlights Engel & Völkers

Engel & Völkers Team Lead

Managing Broker/Owner

Lyndi Cruickshank

Personal Real Estate Corporation

South Okanagan

Career Experience

● Representing high net worth clientele purchasing & selling luxury real estate for 16 years

● Atop producing real estate professional in the South Okanagan

● Owner & broker of a premium, global luxury real estate office

● Dedicated to a bespoke real estate experience

● Widely known & respected industry leader

● Close ties to local media

● Leads a team of highly professional, educated, real estate advisors

● 30 years marketing & contract negotiations expertise

Certifications & Designations

● Master Certified Negotiation Expert (CNE & MCNE)

● Resort & Second Property sales designation

● Certified International Property Specialist

● Seniors Real Estate Specialist

● Media & public relations trained

● TalentSmart Emotional Intelligence EQ trainer

● SuperHost trainer

● Multiple high level governance & leadership certifications through Organized Real Estate

Professional Sales Representation

Engel & Völkers Advisors

Julie Quinlan, PREC

20+Years

Real Estate

Experience

Deep sales connections

Whistler & Squamish

Angela Marino

Jonathan Wall PREC

8Years

Real Estate

Experience

Local Sales Expertise Lower Mainland Sales Network

20+Years

Professional Sports Management

1.5Years

Real Estate Experience

Extensive professional network nationally

Lynn Doering

5Years

Real Estate

Experience

Strong inbound sales connections withAlberta market

ErinAitkens

1.5Years

Real Estate

Experience

Background in home building & development

Watch our sales team grow.

Experienced Professional Connected

Engel & Völkers Administration Team Professional Sales Representation

Kristen Ashley Licensed Operations Manager

5Years Real Estate Experience Compliance Certified

Stephanie Iannone Administration Manager

10Years Management Experience

25+YearsAdministration Experience

Terry Johnson Administration / Client Relations

25+YearsAdministration Experience

Action Plan: Step by Step Recommendations

Pre-Launch Launch

Marketing

■ Plan launch of campaign and events

■ Implement pre-launch sales and marketing collateral

■ Launch teaser site & campaigns

Sales & Operations

■ Implement deposit/reservation strategy

■ Finalize robust sales launch strategy

■ Commence ‘Insider First’ initiatives

■ Top E&V brokerage engagement

■ Top Okanagan REALTOR® engagement

■ Inventory pricing & release strategy

■ Onboard sales team and conduct staff training

■ Implement CRM/project database development w/ appropriate teams

■ Existing project registration follow up

■ Establish sales/operations processes

Ongoing Research

■ Monthly & quarterly updates to market studies reflecting current market conditions.

Operator Announcement, Groundbreaking, Sales Launch & Sales Centre Opening all in close sequence during the same season to reinforce project and milestone progression

Marketing

■ Press Exclusives in select media

■ Wider scale press release

■ Major launch party on-site

■ Major sales suite opening event

■ Full advertising campaign

■ Launch of full website & social media

■ Media, Public Relations & SEO Campaigns

■ Suite of marketing materials on-hand

Sales & Operations

■ Top agent events/ previews immediately before official launch

■ Full broker & buyer outreach

■ Feeder market activations

Ongoing Sales & Marketing

Marketing

■ On-going marketing campaigns

■ E-mail blasts

■ Social Media

■ PR, continuous phased releases

■ Advertising (digital & print)

■ Events, partnerships & collaborations (timed, when necessary w/ construction milestones)

■ Ad-hoc marketing materials

Sales & Operations

■ Ongoing outreach

■ Broker previews & Open houses

■ Roadshows & sales trips

■ On-site events

■ Optimization of sales strategy

■ Fine-tuning of inventory releases

■ Manage traffic, leads and reporting

Research

■ Monthly updates to market studies reflecting current market conditions:

Feeder Market

Marketing

■ Targeted campaigns in key markets.

■ Direct mailing to select target households

Sales

■ Targeted outreach in key markets

■ Activations with project ambassadors

■ Existing buyers & influencers events

■ Craft bespoke on-site sales gallery experiences for on-site visits

Completion & Close-Out

■ Hard hat tours & previews

■ Exclusive stories in select media

■ Wider scale press releases

■ Grand Opening Event

■ ‘Final Opportunity’ campaigns

■ Unit closings

■ Final commision payments

Beach House

Pre-Listing Whisper Campaign Initiatives

Activation and Pre-Launch Roadmap

Activation and Pre-Launch Strategy

Sales & Marketing Initial Activation: Immediate Next Steps Recommendations

Our strategic planning provides effectiveness in engaging and activating outside vendors, including other sales organizations. Specific scopes and spaced initiatives allow for greater effectiveness and cost-efficiencies resulting in the elimination of scope redundancies and unplanned spending.

Marketing Foundation

■ Identify prospective partners

■ Finalize branding & identity

■ Refine marketing strategy tied to milestones

■ Plan release & marketing strategy pre-launch > teaser > whisper marketing

■ Commence deployment strategy of pre-launch sales materials including:

Marketing & sales collateral

Renderings

Sales gallery design

Sales Activation

■ Ignite team members

■ CRM platform sourcing and selection

■ Refine preliminary sales & outreach strategy

■ Finalize feeder market strategy and engage Project Ambassadors

■ Finalize pricing & inventory release strategy

Activation and Pre-Launch Strategy

Activation & Pre-Launch Timeline Recommendations

Activation

■ Pricing and Release Strategy

■ Preliminary Design Concept for Off-Site Sales Gallery E&V Shop, Penticton Market

■ CRM/Recording platform recommendation

■ Reservation & Deposit Strategy

■ Beach House / E&V Events

Launch

■ Beach House / E&V website

■ Beach House newsletter

■ Online marketplaces

■ Display advertising

■ Search Engine Marketing

■ Community/Special events

Launch (Continued)

■ Media resource campaigns

■ GG magazine

■ Private Residences

Pre-Launch (Pre-MLS posting)

■ E&V Feeder Market Outreach

■ In-Shop Presence

■ Deposit and Reservation Strategy

■ Phone campaign - existing registration list

■ E&V Internal Networking & Whisper Campaign

Launch (Continued)

■ Launch party Hard Launch

■ Targeted Realtor Marketing

■ Video Card & Virtual Reality Mailing

■ E&V Shop TV

■ Private Office E&V Roadshow

■ Private Client Viewings

■ Public Announcement

■ Continuation of CRM/Recording platform w/ weekly updates

Activation and Pre-Launch Strategy

High-Reach and Efficient: Our Online Activities

Online property marketplace

■ Property positioned on renowned real estate platforms

■ Nationwide access to countless potential buyers

Content marketing

■ Maximum marketing efficiency via social media channels such as Facebook, Instagram, etc.

■ Targeted links from blogs to the property

Other online marketing tools

■ Display advertising: Advertising banners on websites relevant to the target group

■ Search engine marketing: Marketing edge through search engine relevant content

Activation and Pre-Launch Strategy

Prestigious Placement: Property Exposé in the Engel & Völkers Shop

In-shop display

■ Beach House exposé in the shop window

■ Excellent access to potential buyers and passing prospects

24/7 Community events

■ Beach House marketed at local events

Individual search customer consultation

■ Personal presentation of Beach House exposé to potential buyers with corresponding search criteria

Activation and Pre-Launch Strategy

From Traditional to Exclusive: Ad Placements in Print Media

Newspapers/magazines

■ Regional, national or international property presentation in selected media

GG Magazine

■ Distribution in 34 countries - Engel & Völkers’ Real Estate, Yachting and Polo locations and events, distribution to a database of top clients, subscriptions and sales at select newsstands in Europe

■ Well-known lifestyle and property magazine; published quarterly in 6 languages: English, German, Spanish, French, Italian and Flemish with circulation of approx. 300,000 copies

Private residences

■ High-quality catalog featuring listings in the Americas

Activation and Pre-Launch Strategy

Our Exclusive Outreach

With our multi-platform strategy, we offer one-of-a-kind opportunities for connecting your project with qualified buyers:

■ Local Exposure: E&V advisor’s contacts and relationships, exclusive exposé display, prominent local publications, local press opportunities

■ National Exposure: E&V Canada network, Shop TV, Private Residences, Globe & Mail

■ International Exposure: E&V global network - We recognize the current foreign buyer ban inhibits some foreign purchasers. Historically, foreign buyers account for approximately 1% of purchases in the Okanagan. This is not a significant segment of the market.

■ Online Exposure: EVRealEstate.com, Engelvoelkers.com, WSJ.com, NYT.com, MansionGlobal.com, JamesEdition.com, Realtor.com, Juwai.com, ListHubGlobal.com, Zillow.com & social media

■ Shop Network: Property shops in prime retail locations from Vancouver to Calgary, Toronto, Montreal & Halifax. We have the country covered.

■ GG Magazine: Global lifestyle and real estate magazine published in six languages

■ The Edge™: Digital distribution program to Engel & Völkers websites and more, collectively reaching over 300 million users

■ Private Office: an exclusive service for the sale and lease of exceptional properties, yachts and aircrafts

Activation and Pre-Launch Strategy

Action Plan: Pre-Launch

During the positioning phase of your project, the Engel & Völkers team will provide:

Marketing

■ Input and support for your full marketing and communications strategy, across disciplines and tied to milestones, with specific recommendations for buyers and realtors in local and feeder markets.

Launch Outline

Action Plan: Launch Engel

&

Völkers South

Okanagan will provide a platform & action plan for the successful project launch and agile repositioning as necessary to changing market conditions and sales velocity.

Launch

■ Release new positioning, messaging & identity updates

■ Deliver sales & marketing strategy focusing on new brokerage, realtor and buyer groups and continued engagement

■ Refine target buyer groups and demographic subsets

■ Create continual video engagement

■ Updated pricing and release strategy

■ Support programming & partnerships

■ Incentivise and engage all team members

■ Define new broker incentives

■ Launch on-site sales gallery

■ Follow lead management & reporting practices providing scheduled updates to development team

Potential Extended Time On Market

■ E&V network re-introduction event

■ Co-Broker re-engagement events & outreach

■ Re-engagement w/ past prospects

■ Press release (timed w/ significant construction updates)

■ Advertising: digital & print

■ Updated website assets

■ Release updated collateral

■ Revamped messaging & updated identity.

- Advertising & Media campaigns

- Public relations campaigns

- Email campaigns

- Digital & SEO campaigns

- Social media campaigns

■ On-going broker & buyer outreach

*Sources: Visits per month provided by respective partners and sites: Engel & Völkers AG, JamesEdition.com, Juwai.com, Listhub.com, ListhubGlobal.com, MansionGlobal.com, NYTimes.com, Smarter Agent Mobile, LLC, WSJ.com, ZillowGroup.com. Numbers are estimates and subject to change.

Geographic Target markets

Key Markets

● Lower Mainland

● Okanagan

● Alberta

● Other BC

● Ontario

Demographic Target Markets

Buyer Profile

● High Net Worth

● Professional

● Retired

● Career Downsizing

● Second Home Ownership

● Sports Enthusiast

● Outdoor Enthusiastic

Beach House

Long-Term Sales and Marketing Roadmap

Sales & Marketing Initiatives

Preliminary

Teaser

Teaser

Proposed

Preliminary

Promotional/Marketing Event Materials Sales Suite Sales Centre Events

Reservation Agreement (Optional)

Realtor Launch Event

VIP Consumer Experience

Construction Updates

Engagement Terms and Fees

Marketing, Engagement & Brokerage Fees

Proposed Sales Commission Structure

Note: Commission structure is mutually beneficial to involved parties. E&V is incentivized to generate a buyer while cost risk is mitigated with reduced fees. Owner/developer fees are reduced with E&V as an exclusive selling partner.

Sales Logistics & CRM

CRM - Chime

■ CRM: Chime - Organizes leads and prioritizes opportunities; converts leads fast with automated marketing program; promotes project and captures buyer leads with custom landing pages; active ongoing communication with buyers; mobile app to quickly respond anywhere, anytime.

■ Sales Tracking - Sales Dashboard report delivered weekly

Real time reports

Accessible via phone, desktop or tablet

Insights into the sales progress

Customizable KPIs

■ Handling Deposits, Brokerage Trust or Lawyer Trust?

■ Ongoing communication updates

■ Track all phases of seller and buyer engagement

■ Track market segment targets

Marketing and Engagement

REZORA

Benefits of Digital Marketing

■ Increased reach

■ Personalized and targeted

■ Reach customers at the beginning of their ‘buying’ journey

■ Measurable with real-time reporting

■ Easily adjusted to respond to changing market conditions

■ Increased conversions

■ Ability to add video links within marketing pieces

■ Measurable results

■ Improve customer engagement

■ Robust analytics that allow admin to see how marketing is performing

For Further Discussion

Key Points to consider in this document:

■ Product Assessment including:

Floorplan review, unit mix and recommendations on pricing

Questions for the Developer for clarification

■ Building a feeder network market strategy through E&V

Deep analysis of the target markets and how we’re going to access them.

■ Shop and on-site sales office detail

Sales centre scheduling

■ Brokerage fee structure

Further discussion is required, E&V generated sales vs finder vs. cooperating broker fee breakdown

■ The marketing strategy

Advertising, marketing, digital plan, events/launches

Private office brokers outreach

■ Identification of open questions

Presentation Outline:

■ Overview

Leads, sales team & strategy, proposed hierarchy of the sales team

■ Marketing Strategy

Advertising, marketing, digital strategy plan

On-Site Sales Office Strategy - renderings of the project?

User experience package

E&V Resources

E&V Events

Private Office Involvement

E&V departmental cross department collaboration?

Feeder market targeting

■ Engagement and Brokerage Fees

Brokerage fee breakdown

Marketing costs

Reimbursements

■ Sales Strategy

Inventory rollout - units to put first

Our passion for Beach House is ever present.

Proposal Prepared by Lyndi Cruickshank

For Randy Pratt, March 1, 2023