Process For Community Signage Process

Permanent off-site directionals are large signs that are installed at strategic locations after a site owner or an “at risk” location has been secured. These signs are typically – 2 x 3, 3 x 5 or 4 x 8 depending on location and signage restrictions. Signs will have community name, pricing and appropriate arrow direction that will drive traffic to a Rockhaven Community.

• Marketing will direct the contracted sign scout to secure 3-5 key locations for a Rockhaven Community.

• Marketing and CEO will review and approve all off-site sign locations and leases.

• After locations have been approved, Marketing Director will have signs produced and installed by approved sign company.

• All sign leases will be paid on an annual basis. Marketing Director will process and maintain offsite signage payments.

• Marketing will provide Sales with an off-site directional map and spreadsheet that lists all locations for the community binder. Sales Advisors are to drive sign locations the 15th of every month and ensure that signs are still erect and are clean. If there are any issues Sales must contact the Marketing Director immediately.

• The Marketing Director is responsible to coordinate and replace any missing signs and address any signage issues.

• The Marketing Director is responsible to order the signage to be removed after a community has closed out.

*Some key sign locations may be deemed as “at risk” locations. These locations are to be used only after all other means to contact a site owner have been exhausted and the contracted sign scout has done appropriate due diligence on that site location.

Process To Create and Update Community Marketing Brochure

Who is Responsible: The Marketing Director is responsible for creating and updating community brochure collateral for Rockhaven’s communities.

What is the Goal: To supply Sales Advisors with high quality marketing materials to target real estate co-ops and potential buyers.

How will it be Achieved: By creating materials that successfully deliver the appropriate marketing message.

Why is this Important: To ensure that prospective buyers and co-ops have a takeaway after visiting a Rockhaven Homes community.

Process To Create and Update Community Marketing Brochure

When a Rockhaven community is announced for pre-construction selling, the Marketing Director will obtain:

• Unique Selling Points

• Plat Map

• Points of Interest

• Floorplan line up

• Assigned schools

• Included Features

The Marketing Director will create the following brochure components:

• Brochure narrative

• Site map

• Area map

• Floorplan and elevation tear sheet

• Base Price sheet

• Included Feature Sheet

• Preferred Lender list

• Builder Story

After brochures have been created, a digital copy will be saved in Marketing community folder under Indesign Collateral. Also save a copy on Microsoft Teams A digital copy is to be emailed to appropriate Sales Advisors for printing.

Process To Create Marketing Flyers

Who is Responsible: The Marketing Director is responsible for creating and distributing marketing flyers for Rockhaven Communities.

What is the Goal: To supply Sales Advisors with high quality marketing materials to target real estate co-ops and potential buyers

How will it be Achieved: By creating materials that successfully deliver the appropriate marketing message while maintaining Rockhaven Homes branding.

Why is this Important: To ensure a consistent Rockhaven Homes marketing message while driving qualified on site/online traffic and generating leads.

Process To Create Marketing Flyers

Based upon the monthly marketing calendar received from the Sales Advisors, the Marketing Director will create the following flyers:

• Community event – CE Class, Buyer, Seminar etc.

• Marketing incentive flyer – move in package etc.

• Inventory sheet

• “Home of The Month” flyer

Flyers Creation:

• Flyers should be created in InDesign or direction is to be given to a graphic artist for flyer creation.

All flyers should have the following components to maintain brand consistency:

• Community Name

• Community Address

• Sales Advisor Contact Info

• Rockhaven Homes Logo

• Website address

• Community Directions

• Equal Housing Opportunity Logo

• Disclaimer

• Greater Atlanta Home Builders Logo

• Engel & Volkers Logo

After creating flyers:

• Digital copy will be emailed to Sales Advisors for printing

• Digital copies will be saved in Microsoft Teams Marketing folder

• PDF will be used for Eblasts and content to be used for blogs

• Digital copy to be sent to Advertising Agency for social promotions

Process To Create Weekly Eblast

Who is Responsible: The Marketing Director is responsible coordinating weekly paid eblasts for Rockhaven Communities

What is the Goal: To market to real estate co-ops and potential buyers

How will it be Achieved: By strategically planning weekly eblasts through Atlanta Communities and Engle & Volkers email databases

Why is this Important: To ensure a consistent weekly marketing message for Rockhaven Homes to increase SEO and online leads

Process To Create Weekly Eblast

On a weekly basis, plan one community per day to be featured for a daily eblast. Choosing a highlighted community should be based upon an event, incentive, price change, available inventory or any other news worthy marketing item. Rockhaven community promotion should be rotated on a consistent basis to ensure all communities receive a fair amount of marketing. Those struggling communities may require extra marketing efforts based upon the Marketing Director’s discretion.

To schedule eblasts through ANHD:

• Log onto https://rockhaven.purasales.com/secureloginv2/

• Choose the appropriate community and log into their Pura account.

• Under “Idea Center” choose from a pre-made template or create your own eflyer

• Create eblast based upon marketing message

• Make sure a TEST email is sent for review

• After completed and tested, choose the “EMAIL” icon to schedule the eblast.

To schedule eblasts through ENGEL & VÖLKERS:

• Create appropriate marketing flyer in PDF version

• Email the ENGEL & VÖLKERS Marketing Manager and Intern the following: o Marketing PDF o Date eblast to be sent o Subject line of email o URL (with UTM tag)

Important items to remember for subject lines for eblasts to ensure emails do not go to spam:

• Do not use all caps

• Do not use symbols

• Do use the word “Free”

Process To Create Weekly Eblast

All eblasts should have a URL with a UTM tag code for website and lead tracking.

To do this:

• Go to UTM spreadsheet under the Rockhaven URL Creator in Google “Rockhaven Project Management”

• Fill in the appropriate campaign information

• After UTM has been generated go to https://app.bitly.com and create shortened URL

After eblasts are sent out, all data must be entered into the weekly marketing scorecard

Follow up after eblasts are sent should be done on a monthly basis to gauge marketing success. Monthly reports are sent by ANHD Marketing Manager that reports on the sent, open, click through, delivery and spam.

Website performance review can be found in Google analytics > Source/Medium