8261 Main Street Overture | Engel & Völkers Atlanta
It is rare that we are presented an opportunity to partner with a developer that brings a fresh approach to the development of new homes. We believe our experience, services, capabilities, and track record make Engel &Völkers Developer Services uniquely qualified to partner with the 8261 Main Street team. The following is an overture to a full sales and marketing plan and is meant to provide you with a highlevel overview of our structure, strategy, and capabilities as well as details on the market, product type and sales and marketing strategy.
We look forward to sharing this with you and working to earn the partnership with your team.
Christa Huffstickler
Owner & CEO
Direct: 678 207 7803 christa@evatlanta.com
Sam Morgan Director of Sales
Direct: 404 556 6110 sam.morgan@evatlanta.com
Market Overview
Metro-Atlanta Overview
We entered Q2 2025 (2Q 25) expecting seasonal spring market dynamics and, experienced a spring market that was almost identical to Q2 2024 (2Q 24). While 2Q 25 delivered a 41.6% quarter-over-quarter improvement in Closed Sales (15,559) over Q1 2025 (1Q 25), the year-over-year comparison (YoY) shows continued market compression with 14,886 Pending Sales in 2Q 25 vs 15,556 in 2Q 24 and 15,547 Closed Sales in 2Q 25 vs 15,772 in 2Q 24.
2Q 25 over 1Q 25 data shows seasonal improvement within a compressed market environment. Closed Sales increased 41.6% (15,559 vs 10,988), while Pending Sales improved 15.6% (14,907 vs 12,899). However, Active Listings increased 22.8% (19,600 vs 15,963), indicating the accumulation of inventory is outpacing demand. New Listings increased 19.1% (28,125 vs 23,608), while Days on Market remained elevated at 49 days. Despite quarterly improvement, the underlying market stress persists as inventory builds faster than the absorption rate, creating extended marketing periods and increased competition among sellers for a limited buyer pool.
A look into the number of Expired, Withdrawn, and Closed listings shows us closed transaction volume declined 65.6% YoY, while inventory accumulation occurred with a 41.0% increase in active listings. The Days on Market (DOM) extended by 25.6% and listing failure rates increased 40% in expired and withdrawn properties. Expired listings for townhomes and condominiums increased by 120% and Withdrawn listings increased by 80%, further demonstrating the low absorption and downward pressure on pricing, primarily for the condominium product type. The Months of Supply (MOS) continues to increase from 3.1 to 4.5 months YoY leading us closer to a Buyers market. While the Metro-Atlanta average remains stable, there are a number of submarkets (submarkets can be defined by the limits of a city, zip code, neighborhood or community) that have increased beyond 6-8 MOS which tips them into a Buyers market.
Single-Family Homes continue to lead the market with 79.2% of the transactions (12,326 sales), showing +45.0% quarter-over-quarter recovery, absorbing most of the market pressure due to the volume leadership position. Townhomes represented 14.4% (2,238 sales) with 31.7% quarterly improvement, showing relative stability in the middle-market price segment. Condominiums at 6.4% (995 sales) exhibit notable stress indicators. An analysis of 17 tracked submarkets for all product types revealed price inversions in 8 submarkets where median sales prices exceeded average sales prices. These inversions indicate that lower-priced or motivated sales are pulling down averages below the median price, signaling pricing pressure within the urban core markets.
Current data indicates that we will see continued market compression with several leading factors Transaction velocity suggests sales volumes will likely remain well below historical peaks as current patterns will require extended absorption periods for market normalization. Inventory dynamics show the 41% increase in active listings provides Buyers more inventory to choose from. This also causes Sellers to compete more aggressively on pricing and presentation of their home The discovery of the 8 submarket inversions suggests pricing pressure could expand to additional segments without demand recovery in this submarket and, this will be a key factor to monitor going forward All factors indicate we should expect continued downward pressure through 2025 and into 2026
Metro-Atlanta Overview Market Overview
Source: FMLS InfoSparks, Greater Atlanta Area, All Home Types, January 2025 - June 2025
Metro-Atlanta Overview Market Overview
The following demonstrates the Q2 2025 market share by price point. The data shows us that the Condo market continues to destabilize. Representing only 6.4% market share, the number of Active Listings nearly doubled the number of Pending Sales and Closed Sales indicating a lack of consumer demand. Single-Family homes led the market across all data points which demonstrates a balance in supply and absorption. The Townhome segment also continues to remain stable with increases in inventory and supply exceeding absorption by nominal percentages.
Source: FMLS InfoSparks, Greater Atlanta Area, All Home Types, April 2025 - June 2025
Metro-Atlanta Overview Market Overview
The following demonstrates the performance of product type by price point for Metro-Atlanta. The SingleFamily product type between $800K and $999,999 continues to lead the market in Average DOM and Average SPLP. The Condo product type performance continues to deteriorate. Two of the price brackets now exceed a balanced MOS making them a buyers market and two are on the cusp of exceeding a balanced supply. The Townhome product type continues to exhibit stability with nominal changes in the Average SP/LP and a reduced number of the Average DOM. Inventory has increased across all product types however, all price brackets for Townhomes have a balanced MOS.
Source: FMLS InfoSparks, Greater Atlanta Area, All Home Types, January 2025 - June 2025
Metro-Atlanta Overview Market Overview
The below chart demonstrates the impact of New Listings on Pending and Closed Sales. Seasonally, New Listings increase followed by Pending and Closed sales. Historically, the Months of Supply will fluctuate with the number of New Listings however, the Q2 2025 Months of Supply extended as the number of New Listings contracted and Pending Sales declined.
Source: FMLS InfoSparks, Woodstock, All Home Types, Rolling 3 Months, July 2022 – June 2025
Metro-Atlanta and Woodstock Supply and Demand Study Market Overview
The following charts demonstrate the historic Supply and Demand for Metro-Atlanta (top chart) and Woodstock (bottom chart) from January 2014 – June 2025.. (Recognizing that the data is not legible due to the compression of the image, we have provided separate PDFS of the charts for a detailed review.) We wanted to provide the visual to demonstrate the consistency of seasonality in Metro-Atlanta and Woodstock. Each year, the market activity improves through the first and second quarters, peaking in May/June then declining through the second and third quarters. All data suggests that Metro-Altanta remains stable, and the second chart demonstrates that Woodstock as a submarket not only remains stable but, it is performing in a nearly identical pattern as Metro-Atlanta.
Market Overview
Metro-Atlanta and Woodstock Supply and Demand Study
The following chart compares the Q2 2025 over Q1 2025 performance for Metro-Atlanta and Woodstock. Market improvement in Q2 2025 can be attributed to normal seasonality. Woodstock showed marked improvement over Metro-Atlanta in the percentage increase of Closed Sales but, lagged in the percentage increase of Pending Sales which will lead to an anemic Q3. The Average SP to OLP outperformed MetroAtlanta by a small margin and MOS and Average DOM remained below the Metro-Atlanta average. Considering the increase in Active Listings and New Listings in Q2, we can expect a slightly higher MOS in Q3 and Q4. Even with this increase, Woodstock should remain a stable market through 2025 and into 2026.
Market Overview
The following charts demonstrate the market Supply Dynamics for Woodstock Townhome product type and the Woodstock Downtown district for all product types. For the Woodstock Downtown analysis, all product types were required due to the limited data samples for individual product types in the area and for Townhome product data for the entire city was required as the sample size for Downtown was not substantial enough to establish trends in a chart. Due to limited data samples, both areas required a rolling 3-month average to demonstrate the trends. The data shows that both areas are stable and performing in line with Metro-Atlanta.
Source: FMLS InfoSparks, Woodstock Townhomes, Woodstock Downtown All Product Types, July 2022-July 2025
Downtown Woodstock Closed Sales Overview by Product Type Market Overview
When assessing the closed sales by product type in Downtown Woodstock, it is clear that Condos make up a fraction of the market with an average of 1.59 sales per month and only a 2% market share. Single-Family sales make up 63% market share and Townhomes make up 34%. The average Days on Market (DOM) for the 4 condominium closed sales in the last 365 days is 262 with and average SPLP of 96.19%. Condominium active listings average DOM is 251. For the same period, Townhomes have yielded 65 Closed sales with an average DOM of 45 and average SPLP of 99.97%. Active Listings currently have an average DOM of 135. Due to the deteriorating state of the condominium market in Metro-Atlanta and the data we have collected regarding the Woodstock condominium market, we do not recommend condominiums as a product type for the development.
Source: FMLS InfoSparks, Downtown Woodstock, All Product Types, Rolling 3 months, July 2022 – June 2025
Competitive Set
To establish our competitive set, we have focused on a specific area that is considered Downtown Woodstock. It is bordered on the West by I-575, from the Northeast to Southeast by Little River and Rubes Creek and South by Highway 92. We recognize that approximately half of the comps identified are inferior in location however, consumers will compare and evaluate the value and cost of “lifestyle” to be immersed in Downtown Woodstock versus the reduced cost and value of being adjacent to Downtown Woodstock.
In the last 365-day period, for Townhomes in Downtown Woodstock with a price point of $500,000 >, there have been 58 Closed sales and there are currently 7 listings Under Contract.
South on Main by JW Collection dominates this submarket with a 55% market share. This master planned community has been highly successful and demonstrates a range of product type that we can draw conclusions from regarding buyer profiles and product type demand. The initial permitting for South on Main allotted for 550 homes to be built in the community. At this time, the developer has built and sold approximately 400 homes and has an additional 75 townhomes and 18 condominiums planned. The details of the floorplans for both product types have not been released to the public or the sales team. JW Collection masterfully controls inventory to manage the flow of supply and demand, leading to greater profit margins. They have offered a myriad of product types that include townhomes and single-family homes ranging in size from 2,200 square feet to over 4,000 square feet. The predominate buyer profile in the community have been 45+ in age, singles, divorcees and couples. The community is highly amenitized with a substantial community garden, clubhouse, fitness center, pool, event venue, amphitheater and pocket parks with features like firepits and playgrounds. Not only has the developer delivered a product type the buyer demographic is drawn to, through their master plan, they have been “place makers” creating a lifestyle-based community that is woven into the fabric of Downtown Woodstock. At this time, price points range from $788K to $975K for townhomes that range in size from 2,776 sqft to 3,512 sqft.
Competitive Set
Other notable communities that demonstrate Active competitive product and price point (predominately resale product) include:
Mason Main – Resale - 2,151 sqft - $580K
Adyn Park – Resale - 1,850 sqft - $570K
Forrest Crossing – New Construction by Lennar – 2,091 sqft – from 560K
Westown – Resale – 2,024 sqft - $625K
The following pages for Downtown Woodstock Comparable Sales demonstrate a sample of 8 recent sales that we believe are most relevant. Because there is an expanded range of size, age and finish for the submarket, and there is a small sample size of closings in Downtown Woodstock, we did not provide the overall averages for all data points due to compression of pricing by product that is older, smaller and has an inferior level of finish. JW Collection has listed only 92 townhomes via the multiple listing services since sales began in 2018. This is notable because a full accounting of their sold inventory would yield a higher average sale price due to the 50%+ market share that the community yields. Therefore, we have focused on these specific, recent comparable sales and our boots on the ground market intelligence to draw our conclusions.
Proposed Future Developments
It is important to maintain a watchful eye on proposed and future developments. There are currently two proposed developments that could become future competition. Both are currently requesting variances for the developments and there is no further information on product type other than proposed unit count.
268/270 Arnold Mill Rd I 84 Unit Townhome/Attached Subdivision 216/218 Rope Mill Rd I 30 Unit Townhome/Attached Subdivision
951 S On
Abo Abo 2632.0
Appliances: Disposal, Electric Ov Cooktop Micro Refrigerator
A Accessibility F ccessibility Features: eatures: Accessible Elevator Installed requency requency: :
e Details wnhouse ee - GA South On Main ownhouse,
Sam Mor Sam Morgan gan Mobile: 404-556-6110
F Full baths: ull baths: 3.0 Half baths: 1.0 A Acres: cres: 0.08 Lot Dim: Lot Dim: x Lot Size (acres): Lot Size 3,484 Garages: Garages: 2
sam.morgan@evatlanta.com
List date: List 9/6/24
Construction
Cooling Cooling: : Ceiling Fan(s), Central Air, Zoned
Flooring Flooring: : Carpet, Hardwood, Tile
F Foundation Details: oundation None
High: High: Woodstock
Electric Electric: : 110 Volts
Sold date: Sold date: 12 /31/24 O OVV-mark-market date: et date: 12 /31/24
Updated: Updated: Jan 7, 2025 4:36 PM
List Price: Price: $780,000
Orig list price: price: $799,000
Assoc F Fee: ee: $265
T Taaxxes: es: $7,295
Green Ener Green Energy EUcient gy EUcient: : None
Middle: Woodstock
Green Ener Green Energy Generation: gy None Sam Mor Morgan gan Mobile: 404-556-6110 sam.morgan@evatlanta.com
Elementary Elementary: : Woodstock Features
Main Driv
727 Hammond Drive
Woodstock, GA
308 Thistle Court
Woodstock, GA
County County: : Cherokee - GA
Subdivision: Subdivision: Ruisseau
Craftsman,
Updated: Updated: Apr 12, 2025 1:51 AM List Price: List Price: $663,741 Orig list price: Orig price: $663,741
8217 Main Street
Woodstock, GA
T Type: ype: Townhouse
County: : Cherokee - GA Subdivision: Linton & Main
600 Brashy Street
Woodstock, GA
1003 Croft Lane
Woodstock, GA
1101 Reeves Street
Woodstock, GA
579 Brashy Street
Woodstock, GA
List date: date: 3/11/24
Target Buyer Demographic
Consumer Analysis and Projected Buyers
1
2
Empty nesters that want to downsize and have more of the active lifestyle again. They will love heading to and downtown for dining, events and entertainment. They will be coming from larger single-family homes in North Atlanta or relocating from another state to be near children and grandchildren.
3
Divorcees that want to stay in the school district for their children or just the Woodstock location for lifestyle. This product could sway the high-end renters who are renter as a function of not having any product to buy. These buyers do not typically want large homes.
Young professionals that may be renting but are ready for homeownership, without the maintenance. Although this price point in Woodstock does lean to mature buyers with more disposable income, qualified younger buyers find the Woodstock lifestyle appealing and appreciate easy access to the North Georgia Mountains for outdoor activities.
Product Recommendations
Well-designed and finished mid-size product are no longer in production and there is demand in the market. In the previous Downtown Woodstock Comparable Sales, this size, price and demand are demonstrated with sizes ranging from 2,264 sqft to 2,880 sqft, an average sold price of $723,198, an average DOM of 42 and an average SPLP of 100.32%. Because of the success of this size product and the lack of production, we recommend the following:
Price Point: $600,000 - $750,000
Size: 2,200 – 2,800
18 – 22 Feet Wide
Elevator Capable for Larger 2,800 sqft Plans
Minimum 3 Bedrooms/3 Bathrooms
2 Car Garages
Traditional/Transitional Design with “Personalization Options”
Outdoor space is a value builder: Porches, balconies, courtyards
Absorption
In the last 12 months, the submarket has absorbed 4.66 units per month. This does not take into consideration the additional number of homes that are selling at South on Main that are not recorded in the MLS. It is reported that they sell 3-4 units per month, some of which are recorded in the MLS. With this information, it is reasonable to deduce that total absorption for the submarket is on average 6-8 units per month. Given that South on Main makes up approximately 50% of the market at any given time, we draw the conclusion that if we capture 25% of the market, we will sell 2 per month on average. This will depend heavily on the conditions of funding, construction starts, availability of product, seasonality, release strategy and conditions for sales execution.
Sales Strategy
To influence supply and demand, maintain control of construction costs and maximize profitability, we recommend the following sales strategy.
1
2 3 4 5
Begin product development.
Create a “sense of place” for the consumer in the community. Focus on Downtown Woodstock adjacent lifestyle.
Establish and launch the brand.
Begin coming soon campaign.
Establish and expand VIP list.
Fine tune product based on any consumer interest and feedback.
Begin construction on first building or pack of homes.
Start pre-sale program on select homes utilizing Critical Path to Sales techniques with consumers and through all market outlets (VIP List, Real Estate Community, Local, Regional and International Markets).
Offer “personalization” options on pre-sales if possible.
Establish a small/temporary/short term sales space in Downtown Woodstock.
Start construction on second building or pack of homes.
Establish model home in first building that is staged (rented) with high end furnishings. This will mitigate the cost of a model and allow for us to rotate/adjust design. This also allows you to sell the “model home” and easily move. Model homes sell houses.
Continue controlled release of inventory and increase pricing when possible. Releasing inventory at the time framing is complete is optimal.
Continue with strategic marketing and sales plan building on momentum through sellout.
Sales Execution – Staffing
The most important component of our on-site sales presence is staffing. It will be crucial to our sales process to staff with agents experienced in selling a pre-sale product using tools such as virtual tours, floorplans, and renderings. The ability to “sell the vision” isn’t one that all agents possess.
On-Site Advisors
The Advisors listed ahead are some of Atlanta’s premier new home sales agents. We have selected two Advisors who are both experienced and call Northwest Atlanta home.
Executive Oversight
Christa Huffstickler and Sam Morgan to function in an oversight and management roles to include:
• Strategic planning of all sales and marketing initiatives and messaging
• Review and approval of all collateral and deliverable marketing pieces
• Leveraging relationships with media outlets for positive and on-going media coverage
• Utilizing Christa’s databases of over 16,400 local consumers to enhance project awareness to the community
• Implements sales training and daily sales strategy for Sales Advisors
• Monitors sales performance of Sales Advisors
• Liaison between Client and Sales Advisors regarding strategy, sales, and contract negotiations
• Monitor CRM to ensure prospect information is collected and follow up is completed
• Interface with preferred lender partners to ensure adequate end user financing options are available
• Schedule and lead weekly sales and marketing meetings with Client and EV Team Members
• Manage and oversee all support staff included in the daily operation of the sales office and transaction fulfilment
Marketing Director
• Provides project management for overall marketing strategy
• Leads the marketing team in the creation of brand, logo, website, and all other digital and print collateral materials
• Analyzes digital tracking matrices as well as CRM data to fully comprehend how marketing initiatives are translating to leads
• Reports metrics and ROI for marketing spends directly to Client and team
• Collaborates with Sales Director on all messaging and marketing initiatives.
• Reviews and approves all marketing materials
• Identifies and implements public relation opportunities
• Based on prospect traffic trends and real time market data, makes recommendations to team to refine marketing strategy
Market Analyst
• Provides constant oversight on both macro and micro market trends
• Maintains detailed data for both new and resale comparable communities
• Interfaces with Sales Director and Sales Advisors to determine correlations to market trends
• Provides ongoing insight to sales and marketing team and client regarding market trends and projections that may influence the sales and marketing plan
• Provides quarterly fair share performance reports to team and client
• Reviews marketing messaging and initiatives with Sales Director and Marketing Director
Sales Advisor
The front facing, first point of contact is made with our Sales Advisors. He/she conducts follow through communication with customers that culminate in sales, log the interactions and key data points in the CRM and are responsible for constant research and feedback related to comparables, both new and resale.
Transaction Coordinator
The Transaction Coordinator is responsible for the management of the contract process from binding agreement date until closing. They completely and professionally interface with the seller, buyer, buyer’s agent, buyer’s lender, closing attorney, inspectors and any other entity associated with the transaction. Duties include maintaining outstanding customer relations, processing all contracts and related documents in a complete, accurate and timely manner, maintain complete and accurate communications with all buyers, complete and execute any necessary amendments and interface with buyer, seller and buyer’s agent to obtain all signatures, disperse copies of all executed paperwork to all parties and keep all parties abreast of progress towards closing.
Syndication Specialist
Our staff Syndication Specialist functions as our eyes and ears online to ensure the integrity of the online presence of our listings. They manage the complexities of internet data exchange feeds, online marketing across a wide variety of reputable real estate marketing websites and the day-to-day online characteristics of every listing we share including photos, public remarks, and location indicators.
Public Relations
Leveraging relationships with the industry’s leading public relation agencies translates to unparalleled exposure for our clients and projects. Working closely with our local and national partners, we integrate a broad-based approach to increase awareness across a myriad of local, national and international platforms.
Creative Design Director
Integrating dynamic design and cutting-edge graphics, our Creative Design Director initiatives and executes public facing marketing creative pieces to ensure brand consistency and sophisticated public facing identities for our clients and projects.
Social Media Coordinator
Our Social Media Coordinator develops strategies to increase the fan base on sites such as Facebook, Twitter, Instagram, YouTube and LinkedIN by outlining a campaign calendar and conceptualizing tactics to increase audience participation. As the voice of those public sites, we actively engage followers in a dialogue to transform visitors into advocates while maintaining the tone of the project. While collaborating with all divisions of the marketing and sales teams to create relevant content and interactive media experiences, the social media coordinator identifies and suggests new ways to attract prospective clients through promotions and newly emerging digital platforms.
Copywriter
Our Copywriter is responsible for brainstorming, creating rich, real estate focused content for websites, brochures, ads and other means of print and digital advertising and transforming ideas into words for articles, advertisements, publications and pamphlets. Comprehensively understanding the different language styles that appeal to various target markets, they drive the creation of original concepts that result in effective and compelling communication.
Susi O’Connor
With over 25 years of experience in North Metro Atlanta real estate, Susi O’Connor is a powerhouse in the industry; known for her strategic insight, proven results, and commitment to raising the bar. Her career spans a full spectrum of real estate sectors includes resale, commercial, builder partnerships, and large-scale new development, making her a sought-after resource for buyers, sellers, and developers alike.
Susi’s background includes working directly with builders and developers from early planning to sellout strategy. Her understanding of what it takes to launch, scale, and close successful residential communities makes her an invaluable partner on any project. Whether consulting on design direction or driving sales velocity, Susi knows how to align every piece to maximize value.
Susi leads with purpose, precision, and a deep understanding of the market. She has earned multiple Distinctive Leadership & Production Awards and currently serves as a Regional Director for the Cherokee Association of REALTORS. These accomplishments reflect more than high production, they showcase her influence as a trusted leader, her sharp marketing strategies, and her ability to build lasting client relationships in every facet of real estate.
Woodstock Downtown has been Susi’s home since 2016. She has deep roots in the community and is passionate about the viability and growth of the city.
Noelle Larson
Noelle is a respected and recognized leader in the real estate industry, bringing over 25 years of proven success in sales, strategic leadership, and results-driven marketing execution. Noelle has consistently achieved local and national award-winning results due to her vast knowledge and experience in resale, relocation, and new construction sales.
She entered the real estate industry as a manager of one of Atlanta’s most prominent law firms. In addition to her management position, she operated a real estate school for the firm. This early foundation provided her with a powerful combination of legal insight, transaction management expertise, and sharp negotiation skills that set her apart as a well-equipped professional in the industry. Pairing those skills with her natural ability to network, communicate, and build relationships further enhanced her effectiveness in helping people buy and sell homes. With an education in marketing and design, Noelle understands the importance and power of a refined, focused brand and is adept at pairing the sales skills required to sell the brand and unique selling propositions of real estate product.
Raised in a family deeply rooted in both residential and commercial construction, Noelle brings a lifelong passion for real estate development and an intuitive understanding of the modern buyer. Her ability to match people with the right home is seamless and guided by insight, emotional intelligence, and an unwavering focus on results.
Having been a member of the communities of North Atlanta since 1993, no one could be better equipped to understand the growth the area experienced, have a vision for what the future can hold and have a clear understanding of why people are choosing the Woodstock as their new home.
• Marketing version of floorplans, area map, pocket folders, services/amenities guide, brochure, ect.
Phase
3
4
Sales Gallery Build-Out
Layout and Finalize Plan
Programming and Fabrication of Finish Selections
Printing of Sales Materials
Ongoing
Ongoing 2-3 weeks
Activated Marketing (Ongoing)
PR engagement
Online Marketing Initiatives
Social Media Announcement
Online Advertising (if applicable)
Print Marketing
VIP Broker Pre-Launch Event
Grand Opening and Hard Launch to Market
Services
Recommended Release Strategy
In our strategic recommendation for the release of homes, we will focus on developing a plan that allows you to control the release of homes, marketing and selling your least desirable product first and retaining your premium product for release as you move through the sales program. This system establishes a beginning price point from which we can evaluate the ability to increase prices to the marketplace and optimize the profitability of the project.
End-User Buyer Financing
Partnering with experienced mortgage professional is a key component to our development process. Having built deep rooted relationships with national and regional lenders, we are positioned create a preferred team of lending partners who will be able to provide an array of end-user products needed to fulfill the needs of our target demographic.
• Extended rate lock programs essential to pre-sale programs
• 100% doctors loan programs
• Portfolio loans for non-traditional borrowers
• Permanent rate buy down programs
• 2/1 and 3/1 rate buy down programs
• Fixed 15, 20 and 30 year products
• Adjustable 5, 7 and 10 year products
• Combined First and Second Loan products
Sales Reporting
We report to clients on a weekly basis to keep them current on the status of prospects inquiring about the project and prospects that have visited the project. In addition to electronic reporting, we lead weekly on-site meetings with the development team and sales team. Weekly reports include the following:
• Total number of new prospects at the site for the week
• Grades for each prospect to demonstrate whether they are qualified or unqualified
• Total number of return visits for the week
• Total number of cooperative agent previews for the week as well as feedback provided
• Cumulative totals of traffic and sources of traffic per day and per week
• Number of contracts written for the week
• A detailed summary of prospect visits by date and sales agent
• A detailed summary of return visits by date and sales agent
• Closing and loan status updates
• Online exposure status
• Media placement status
• Open house scheduling and status
• Status of signage and collateral material
A complete prospect follow-up system including phone calls, thank you notes and delivery of digital or print materials will be implemented and monitored.
Prospect Management
We utilize a sophisticated Customer Relationship Management (CRM) software platform to ensure that every lead is captured, distribute leads efficiently, track details of our prospect activity, communicate to prospects with laser focus, create “smart lists” to efficiently target specific segments, and add detailed interactions that highlight key information and can be reviewed at any time.
Fee Structure and Scope of Work
Scope of Services
• Supply a market study designed to advise Owner on who the likely buyers will be of the homes, the depth of the market, the anticipated sales velocity, competitor developments, and what floor plans and finishes of both the homes and the common elements will most appeal to this group.
• Utilize the information learned from the market study to produce a development scheme encompassing the buyer profile, unit mix recommended, price schedule as well as the design criteria, services, and amenities package.
• Create and implement broker focus groups as well as ongoing cooperating broker programs through the life of the project.
• Attend product planning meetings and provide feedback based on market study findings and ongoing market conditions.
• Provide information to and meet with construction lender and equity partners as necessary.
• Work with Owners’ attorneys to review and provide feedback on the proposed purchase and sale agreement and the structure of all HOA documents including declaration, bylaws, and budget.
• Recommend complete schedules of individual unit process on a dollar per square foot basis, subject to approval by the Owner and a plan to release homes for sale in a strategic way which meets sales goals but preserves the Owner’s ability to maximize its economic return on the development.
• Establish strict inventory control strategies, to be implemented in conjunction with a program for price increases in the sales program.
• Recommend the location for the marketing and sales center and provide design guidelines to the selected designer.
• Work with Owner to create attractive end loan financing programs and a focused plan to attain warrantability.
• Develop staffing recommendations and provide the developers with appropriate sales agents and managerial and administrative personnel.
• Coordinate all Engel &Völkers resources to integrate Engel &Völkers local and national offices, international affiliations, and relocation services into sales programs.
• Develop and maintain weekly reports for traffic monitoring, prospect management, pricing analysis and product absorption for each product type.
• Prepare and coordinate the signing of purchase-related documents with the respective consumers and Owner.
• Throughout the term, continually analyze demographic and psychographic profiles of buyer prospects and take all other appropriate steps to identify potential buyers for the project.
• Provide reporting including extensive comparable market analysis reports, which are completed on a semi-annual basis or upon request, and marketing reports and analytical data reports for online initiatives, which are provided monthly.
• With the Owner’s approval, structure and implement a comprehensive marketing budget for the pre-sales and sales program and direct and manage all aspects of the budget to generate contracts.
Management and Consulting Fees and Commission
Understanding that the financial structures of developments may influence the costs of sales, we are presenting two compensation options for consideration:
1. A non-refundable monthly Management and Consulting Fee to Developer Services in the amount of $3,500 per month to commence at the execution of a Listing and Marketing Agreement, to continue for a period of 12 months. In a transaction where there is no Outside Broker, the total commission shall be 4%. In a transaction where there is an Outside Broker, the total commission shall be 5.75% with 3% paid to the Outside Broker.
2. No Marketing and Consulting Fee paid to Developer Services. In a transaction where there is no Outside Broker, the total commission shall be 5%. In a transaction where there is an Outside Broker, the total commission shall be 6% with 3% paid to the Outside Broker.
Marketing Costs
Owner will be responsible for all advertising and promotional expenses, any merchandising expenses (model costs, signage, sales office design and furnishing costs), sales center operation expenses including administrative staff, telephone, fax, computers, printers, furniture, electricity, heat, water, air conditioning, providing the space, cleaners, refreshments, all necessary collateral material and sales tools (including business cards, stationary, mailing pieces, brochures, floorplans, signage, etc.), special promotions, events or public relations, special co-op broker incentives (if needed), and Spark CRM (included in budget). Broker will create a marketing budget inclusive of the above referenced items for approval by Owner. The budget will be outlined for the duration of the projected sell-out and Owner and Broker will evaluate the budget every 12 months or as necessary. Additionally, Owner will acknowledge in writing approval for marketing spends on an annual basis or as necessary.
We look forward to working with you!
On behalf of our Engel &Völkers Developer Services Team, we thank you for your time.
