Development Marketing Book

Exceptiona l D EVELO P MENT Marketi ng

PRE PAR E D BY: Debi Benoit Senior Vice President PRE PAR E D F O R : New Meadow Development

MEET THE TEAM

S OL D OVER $ 2 1 8 M I LLI O N I N 2 020

WELLESLEY’S #1 TEAM Year after Year Whether you’re buying or selling, you need real estate brokers who know the market and get results.

That’s Benoit | Robinson | O’Rourke — the talented power players whose expertise you can trust! Debi Benoit, Chelsea Robinson and Lara O’Rourke sold more than $218 million in luxury sales in 2020.

Add in 50+ years of combined experience plus a commitment to confidentiality and attentive personal service, it’s no wonder Benoit | Robinson | O’Rourke is #1.

Debi, Chelsea and Lara know Real Estate.

Debi Benoit

Chelsea Robinson

Lara O’Rourke

617.962.9292 Debi.Benoit@GibsonSIR.com

617.686.4110 Chelsea.Robinson@GibsonSIR.com

617.852.7018 Lara.ORourke @GibsonSIR.com

PROVEN RECORD OF SUCCESS

Total Dollar Volume | All Wellesley Agents 2014 - 2020 ($Thousands) $160,000 $120,000

Benoit | Robinson | O'Rourke

$80,000

Broker #2 Broker #3

$40,000 $0 2014

2015

2016

2017

2019

2018

2020

2014

2015

201 6

201 7

201 8

201 9

2020

B | R | O #1

$85,837

$101,223

$103,143

$116,506

$152,564

$99,981

$167,086

Broker #2

$49,909

$68,675

$79,532

$84,113

$64,930

$72,958

$121,901

Broker #3

$38,992

$43,871

$43,283

$53,512

$57,608

$35,104

$121,640

Total # Units Sold | All Wellesley Agents 2014 - 2020 80 60

Benoit | Robinson | O'Rourke

40

Broker #2 Broker #3

20 0 2014

2015

2016

2017

2019

2018

2020

2014

2015

201 6

201 7

201 8

201 9

2020

B | R | O #1

46

58

56

57

57

43

72

Broker #2

27

44

47

47

35

38

73

Broker #3

26

32

26

25

37

31

67

Our Approach As the leader in premium real estate, we partner with developers to deploy intuitive technology to deliver a truly personalized, client driven experience.

With professionals in more than 71 countries and territories worldwide, we’re local everywhere, allowing us to walk alongside our clients at every stage of their journey. We know they expect us to be the first and the best in exclusive property and we deliver.

OUR HISTORY

Betty Gibson, esteemed South End local and our pioneering founder, established our flagship office in Boston’s South End neighborhood in 1962. Gibson was instrumental in developing the growth and desirability of not only the South End, but the city of Boston as a whole. Today, our sales associates demonstrate the same dedication to the communities they serve and call home. Real estate is a people-centric business, and our engagement and relationships with our clients are of the utmost importance. Our qualified agents speak a variety of foreign languages, have advanced accreditations, possess deep knowledge of their local markets, and offer a proven track record of successfully selling fine properties at all price points making them perfectly poised to meet the demands of marketing and selling developments.

WHO WE ARE

L ocal EXPERTISE

Gibson Sotheby’s International Realty operates out of 24 offices across Eastern Massachusetts and serves as the largest independently-owned real estate company in Boston. Our network of over 350 exceptional Real Estate Advisors sold more than $2.9 billion in property in 2020. However, our greatest point of pride is that our discerning clients come back to us again and again.

350

24

#1

REAL ESTATE ADVISORS

OFFICE LOCATIONS

MASSACHUSETTS BASED FIRM BY SALES VOLUME

G lobal REACH Our connection to Sotheby’s International Realty is our unique difference. When a development is represented by Gibson Sotheby’s International Realty, it is presented to a highly qualified global clientele through exclusive channels and relationships. Our network of 1,000 residential real estate brokerages throughout 71 countries and territories makes Gibson Sotheby’s International Realty a truly global brand.

23,000

1,000

71

SALES ASSOCIATES

OFFICES WORLDWIDE

COUNTRIES & TERRITORIES

P O W E R O F O U R D I G I TA L P R E S E N C E

40 Currency Conversions 18 Language Translations Search by Destination and Lifestyle Collections

SothebysRealty.com SothebysRealty.com is the leader in luxury real estate sites. The enhanced editorial approach on the website enables millions of viewers to immerse themselves in a collection of 3D virtual reality tours, ultra high-definition videography, and high-resolution photography. All listings represented by Gibson Sotheby’s International Realty are showcased on SothebysRealty.com and GibsonSothebysRealty.com. In addition, listings are then distributed to over 100 Sotheby’s International Realty affiliate websites around the world, providing maximum exposure for your home.

P O W E R O F O U R D I G I TA L P R E S E N C E

40M

38M

35M

30M

25M

22M 20M

18M

15M

10M

4M Elliman.com

0

BerkshireHathawayHS.com

Website Traffic Source: SimilarWeb.com July 2019 – June 2020

Compass.com

5M

EngelVoelkers.com

7M

WORLDWIDE PROPERTY DISTRIBUTION

The exposure and worldwide reach of our listings is a crucial piece of what sets us apart from the rest of the industry. Each listing represented by Gibson Sotheby’s International Realty is shared with our global property marketing partners comprised of the most authoritative news, lifestyle, and financial voices, as well as real estate-centric websites.

WORLDWIDE PROPERTY DISTRIBUTION

A S A M P L E O F PA ST D E V E LO P M E N TS

610 Rutherford Ave 610 Rutherford Avenue, Charlestown 22 Units

Allele Phase I & II 150 Dorchester Avenue, South Boston

Treadmark 1971-1977 Dorchester Avenue, Dorchester

131 Units

32 Homeownership Units | 51 Rentals Units

A S A M P L E O F PA ST D E V E LO P M E N TS

Maison Vernon 39-41 Mount Vernon Street, Beacon Hill 7 Units

Point 262 262 Monsignor O’Brien Highway, Cambridge

The Whitwell 32 Derne Street, Beacon Hill

55 Units

14 Units

AN OVERVIEW OF OUR DEVELOPMENT OFFERINGS

Our team understands that each development is unique and therefore our approach is to create a custom strategy that works for the individual needs and goals of each development. Below is an overview of how we may partner together.

Marketing & Public Relations • Establish a tailored marketing approach including overall strategy, timeline and budget • Design and oversee production of promotional materials (e.g., print and digital campaigns, on-site sales signage, etc.)

• Professional photography, floor plans and video as well as guidance on staging of sample units

• Work alongside a creative/PR agency to develop and release a strategic sales message to local and international broker/client communities • Leverage our local & global expertise to drive awareness and provide an impactful marketing campaign • Provide consistent reporting and metrics

Sales • Develop a detailed market study and complete pricing analysis

• Schedule, organize and host local broker/client presentations and events

• Maximize sell-out by implementing active inventory management and pricing strategies

• Utilize the Sotheby’s International Realty marketing platform and services to promote Development in various “feeder” markets

• Establish a set pitch unique to development needs • Monitor sales progress and manage sales goals and expectations

Legal & Operations • Review and give recommendations on legal documents such as Reservation Agreements, Registration Form, Co-broker Commission Agreement, Purchase & Sales Agreements • Condo Documents and Budget • Input and update unit information on the MLS system • Provide developer with reports of sales activity which shall contain traffic reports, sources of customers, status of unit sales, etc.

SAMPLE OF OUR WORK

Branding

Website

Signage

Social Media

N SAMPLE OF OUR WORK

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Email Marketing

Direct Mail

Floor Plans

Brochures

Local KN OWLEDGE. Gl obal NETWO R K.

GibsonSothebysRealty.com | Info@GibsonSIR.com