Process For Digital Marketing

On a weekly basis, the Marketing Director and VP of Sales will meet with 3rd Party Digital to:

• Review weekly sales and traffic and digital efforts.

• Discuss community digital performance, online lead submissions and sales ROI

• Discuss upcoming marketing campaigns and strategies

• Discuss community digital emphasis (tier system)

• Ensure new communities are showing in the appropriate locations on Google Maps

• Give guidance and approval to weekly social media topics

• If ads are not performing make recommendations for ad changes - i.e. changing the message, changing photography, pricing adjustments.

On a monthly basis, 3rd Party Digital Vendor will email a report of all current digital performance metrics as well as a digital snapshot of all current ads. After these reports are received, the Marketing Director is responsible to:

• Review all metric reports and evaluate performance of each community ad.

• Review each ad for accuracy including pricing.

• Request photography updates if new pictures are available.

• Request new ad layouts as needed to keep ads new and fresh.

• Request new and different avenues for digital advertising.

• Decide on budgetary increases/decreases.

• Upload community events including URL in the shared Event Tracking Sheet.

• Email community events and specials to appropriate 3rd party vendor.

Process For Model Home Staging and Destaging

Who is Responsible: The Marketing Director is responsible for coordinating staging, moving destaging of all decorated Rockhaven Model Homes.

What is the Goal: To ensure that Rockhaven model homes are decorated and appropriately reflect target consumer group.

How will it be Achieved: By providing stagers with appropriate direction.

Why is this Important: To ensure the best representation of Rockhaven homes to potential buyers.

Process For Model Home Staging and Destaging

Model Home Staging Coordination:

When model home is at framing stage:

• Contact one of Rockhaven preferred vendor stagers and communicate: o Model and sales center needs o Floorplan – including square footage, bedrooms and any specific design differentials o Buyer Profile o Estimated scheduled completion date

• Request contract for model home staging costs

One month prior to model home completion date:

• Request and review story board from stager

• Obtain appropriate signature and approval for staging contract

• Request Rockhaven Accounting have appropriate payment ready one week prior to staging date

• Schedule model staging date with stager – this date should be scheduled one week after construction is completed and model home is 100% showcase ready

• After staging date is set, alert construction team and sales about date

• Request that construction coordinate the model home is to be cleaned a week before staging date

One week prior to staging date:

• Walk model home to ensure it is clean and 100% showcase ready

• Confirm model staging date with stager

• Ensure that staging check has been mailed out by Rockhaven Accounting

• Remind construction team and sales about staging date

After model home is staged:

• Walk the decorated model home

• Address and issues/changes that are to be made with stager (if needed)

Process For Model Home Staging and Destaging

Model Home Destaging Coordination:

• After a confirmed closing date has been set alert stager to tentatively schedule destage

• After contract contingencies have been removed, alert stager to schedule destage date

• Alert construction team and sales when destage date is set

• Remind all one week prior to destage date