Vice President of Sales Core Processes

Vice President of Sales

Core Processes

Sales VP Core Processes

Approving Addendums to Contract Process

Who is responsible: VP of Sales

What is the Goal: To ensure we are reviewing and approving all contract addendums so that they are correct and executed within 48 hours of submitting for execution.

How will we achieve this: VP Sales to review each addendum for accuracy and understanding of why the addendum is created. VP Sales must approve each and every addendum before they can be executed by Owner/CEO.

Why is this important: As a company it is paramount that we are consistently updating all contract changes, executing, then filing and distributing to buyers, agents, lenders, and attorneys so that when we close every home—the correct paperwork is already executed for the closing.

Approving Addendums to Contract Process

• VP of Sales receives addendum for approval from the Sales Advisors

• Once reviewed and deemed necessary and accurate, VP Sales forwards to Contract offers group email with the word “approved” in the email.

• Owner/CEO then executes addendum.

• Contracts administrator then forwards executed addendum to the Sale Advisor team for the community.

• Addendums are then sent to sign contracts email and uploaded into IHMS All parties then receive the addendum to be included in their file for closing.

Community Pipeline Review Process

Who is responsible: VP of Sales, Closing Coordinator

What is the Goal: To ensure we are reviewing all executed contracts with preferred lenders as well as reviewing outside lender updates weekly.

How will we achieve this: Weekly pipeline review on Tuesday mornings at 10:15 am. Preferred lenders are dedicated call in times to Teams meeting to review the Google document of the pipeline report.

Why is this important: To be able to forecast accurate monthly closings based on our weekly updates from Preferred and Outside Lenders.

Community Pipeline Review Process

• Closing Coordinator moderates the meeting and reviewing all contracts in pipeline by preferred lender.

• Present during this pipeline review meeting are Closing Coordinator, VP Ops, VP Construction, VP Sales, then each Preferred Lender separately.

• Updates are made to each contract based on “on Target”, closing dates, information required by lender, interest rate locks, as well as situations where buyers are not performing their own obligations

• Pipeline review and revisions are followed by dedicated time slots for all Preferred Lenders during the call so that each review is private to each Preferred lender.

• Closing Coordinator reviews all Cash buyers with VP Ops, VP Construction, & VP Sales

• Finally, Closing Coordinator reviews all Outside Lender contracts and VP Sales provides update from OSL Tracker maintained on Teams under Construction and Sales/General/Files/OSL Spreadsheet Tracker

Competitive Market Analysis Process

Who is responsible: VP of Sales

What is the Goal: To ensure we are aware of any community/builder that is considered competition to our product and offering in all Rockhaven Communities (including builders inside our community building on vacant developed lots that we did not purchase).

How will we achieve this: Each Monday by end of Business, every Community Sales Advisor is to update their CMA with the most current pricing, features, product, incentives, amenities, and previous week’s sales for comparison.

Why is this important: To keep Rockhaven at the best possible market position relative to any builder/neighborhood competing for our buyers.

Competitive Market Analysis Process

• Sales Advisor to update CMA each and every Monday saving the CMA as a new CMA with the date for each Monday and the Community name. Use current template of the CMA attached.

• Update to include plans, features, pricing, incentives, amenities, hoa fees, and promotions in the weekly update.

• Sales Advisor is to run searches (5-10 mile radius) in FMLS/Gamls also to see if there are any new communities showing up close to our communities that could be vying for our buyers.

• Sales Advisor will visit the competition community and visually inspect the competitor inventory available and pending, as well as closed to confirm what is showing in FMLS/Gamls and from competitor Sales team. (This includes the our community we build in—sometimes rogue builders build on scattered vacant lots within our communities we must keep information on these builders).

• Sales Advisor Team should also, while visiting competitor, count home with blinds, private residence signs to confirm homes sold in community.

• Once information for each competitor is updated, Sales Advisor then confirms information is correct on graph for each competitor list prices and adjusted pricing.

• Sales Advisor then updates the previous weekly sales on the comp Sales tab on cma template attached.

Contracts & Closing Coordinator Level 10 Meeting Process

Who is responsible: VP of Sales

What is the Goal: To ensure we are meeting weekly to review Contracts & Closing Coordinator scorecard, rocks, 7-day action items and IDS.

How will we achieve this: Hold weekly meeting at 9:00 each Wednesday and review the Level 10 Agenda for scorecard, rocks, 7-day action items and IDS.

Why is this important: To insure that we are actively aware of our quarterly goals, and that our weekly activities are being performed so as to help achieve our quarterly goals. Identify issues that are preventing goals being met and work on solutions to solve.

Contracts & Closing Coordinator Level 10 Meeting Process

• Wednesday 9:00 am

• Review Scorecard

• Review Rocks

• Review 7-day action items

• Review IDS Contracts, Closings, HOA

Forward Rate Commitment with Preferred Lender Process

Who is responsible: VP of Sales

What is the Goal: To ensure we are doing everything possible to provide financing incentives to Rockhaven prospects as interest rates for mortgages have risen and created more obstacles for prospects to qualify to purchase a new Rockhaven home.

How will we achieve this: Weekly contact with all preferred lenders for pulse on bond market and ideal time to consider a forward rate commitment (buying rate down permanently) to assist Rockhaven communities in converting prospects with available Rockhaven inventory. Once market condition is presented as opportunity, VP Sales to communicate opportunity to CEO, Broker, and VP Operations for discussion & possible meeting. Meeting to include Owner, VP of Operations, VP of Sales, Broker, and VP of Marketing.

Why is this important: As a company it is paramount that we are consistently atuned to the market and prepare for how we stay competitive with all of the Rockhaven communities.

Forward Rate Commitment with Preferred Lender Process

• VP of Sales weekly communicates with Preferred Lender leaders for pulse on interest rates and the Bond market

• Receives communication from Preferred Lender leader (s) that conditions are good for consideration of Forward Rate Commitment.

• VP of Sales communicates to Owner/CEO, Broker, VP Operations, & Marketing Director of the opportunity to consider the Forward Rate Commitment Meeting set to discuss with Preferred Lender leader and the Rate commitment options

• Discuss options and costs for Forward Rate Commitment with Rockhaven management; Owner/CEO to decide on direction to be taken for Forward Rate Commitment.

• VP Operations to identify all inventory that will qualify for the Forward Rate Commitment promotion and commit to excel spreadsheet tracker.

• VP of Sales to relay inventory listed on the Forward Rate Commitment Tracker to the Preferred Lender we decide to use for this promotion.

Additional steps in our Rockhaven Process are that each contract will have the Forward Rate Commitment cost included in the Sale Proforma once it is submitted. Preferred Lender also agrees and understands that no changes to these contracts will be made without VP Operations and VP Sales reviewing a new Sales Proforma with proposed changes.

• VP of Sales then relays Inventory on Forward Rate Commitment Tracker to the Sales Team with the same conditions outlined above regarding changes to any executed contract.

Generating Weekly Activities Lasso Report each Sunday

Who is responsible: VP of Sales

What is the Goal: To ensure that the Rockhaven Sales Advisors are using Lasso for their prospects to record their weekly activities and Scorecard.

How will we achieve this: VP Sales to run report in Lasso Sunday evening and review activities such as eblast sent, history notes updated, events scheduled, appts set, appts kept, follow up call outs, and realtor contacts.

Why is this important: To insure that we know our Sales Advisors are doing the basics and fundamentals to carry out their responsibility to help generate traffic new prospect and realtors and also represent Rockhaven Homes in the Sales Office in their community.

Generating Weekly Activities Lasso Report each Sunday

• VP of Sales runs Lasso report for the week Sunday nights.

• VP Sales reviews results of Lasso report for activities like eblasts sent, notes update in history of prospect, call outs to prospects and buyers, Realtor follow up, appointments set, appointments kept, & prospect ratings

• VP Sales uses this report when visiting community and holding coaching or planned encounters with the Sales Advisors.

• VP Sales creates action plan for any Sales advisor not properly using Lasso and the weekly activities each week.

Homeowner Referral Process

Who is responsible: VP of Sales

What is the Goal: To maximize our capture rate of sales from homeowner referrals

How will we achieve this: Create a systematic approach that keeps our homeowner referral program top of mind for our sales advisors, our builders and our customer service teams

Why is this important: Homeowner referrals and the most cost-effective form of advertising for a sale and tends to create raving fans as homeowners

Homeowner Referral Process

Rockhaven Homes offers a $500 referral fee to any homeowner that refers a customer to purchase a home and is paid to the homeowner within 2 weeks after closing occurs. Promoting this program will be as follows:

1. HOMEOWNER QUARTERLY EVENTS IN COMMUNITIES

a. The sales advisors to host a quarterly homeowner event in each community that will be sponsored by an approved lender. Engel & Volkers will reimburse sales advisor up to $150 for each event.

b. The referral program to be promoted as part of the invite to the event and will be printed and handed out at the event.

c. Sales Advisor(s) to wear a badge during the event that says “Ask me about our Homeowner Referral Program”.

d. All four events are to be preplanned annually by community during the month of January.

e. Picture frame for photos to be created and pictures to be posted on social media by sales advisors and Rockhaven Homes marketing team following each event.

2. MARKETING TO SEND OUT BIMONTHLY HOMEOWNER REFERRAL PROGRAM EBLAST IN LASSO TO ALL HOMEOWNERS

3. SENTENCE TO BE ADDED TO EMAIL SIGNATURE LINE “ASK ME ABOUT OUR HOMEOWNER REFERRAL PROGRAM” FOR SALES ADVISORS AND WARRANTY DEPARTMENT EMPLOYEES

4. REFERRAL FLYERS TO BE ADDED TO THE HOMEOWNER ORIENTATION PACKAGE, GIVEN AT CLOSING AND GIVEN AS PART OF THE 11 MONTH WARRANTY VISIT

5. WARRANTY TECHS TO HAVE A BADGE TO WEAR DURING HOMEOWNER INTERACTIONS THAT SAYS “ASK ME ABOUT OUR HOMEOWNER REFERRAL PROGRAM”

6. PROCESS FOR DELIVERY OF THE HOMEOWNER REFERRAL CHECK TO THE HOMEOWNER:

a. Closing Coordinator to track and alert Marketing Director when a closing occurs that has a homeowner referral due via email to include customer who closed and the homeowner that is receiving the referral fee.

b. Marketing Director to request check from accounting department.

c. Marketing Director to give check to sales advisor to hand deliver check to homeowner and take a photo of themselves with then homeowner in picture frame to post on social medial and send to Rockhaven marketing to post.

Homeowner Referral Process

A few ideas for Homeowner Functions:

January – Cheers to the New Year and get to know your new neighbors

February – Rockhaven shares their love for homeowners with our Valentine’s candy bar

March – Saint Paddy’s Lunch – with beads, lime sherbet punch, hats, etc.

April – Dye Easter Eggs event

May – Happy Mothers Day – hand out roses to all the moms. Have signs made for Mothers Day and put in the at entrance and in yard of model

June – Kick off the summer social – have beach balls, paddle board games, etc. to play in backyard or driveway with an ice cream truck

July – Red white and blue celebration with Americas Favorite classics – hot dogs, hamburgers, apple pies

August/ Sept – Back to School! Give out a lunch bag with apple, pack of oreos, pack of pencils and a calculator. Have sandwich trays and chips for food.

October – Pumpkin Carving Contest and Pot Luck – Get some bales of hay and put pumpkins on the hay at model in yard. Have homeowners pick out a pumpkin to take home and carve. Rent tables for a cul-de-sac for food. Provide Hams and have homeowners bring a side dish and their carved pumpkin later in the day. Give away small cash prizes for contest.

November – Holiday Cheer event – rent a large carafe and have hot apple cider and cinnamon sticks and Christmas cookies and candy canes. Give an ornament or some kind of holiday takeaway.

Level 10 Weekly Sales & Marketing Meeting with Sales Manager, Marketing Director, Broker and CEO Process

Who is responsible: Sales Manager is responsible for presenting all required information during the meeting in the prescribed format and following the approved written agenda.

What is the Goal: To review the status of all current projects in accordance with the established process and procedures.

How will we achieve this: The meeting will follow the prescribed format and time frame outline in the agenda for the sales meeting.

Why is this important: Information from each Sales Advisor regarding each neighborhood needs to be reviewed in a systematic and consistent way to ensure issues are being addressed and that advisors that are achieving goals can be recognized.

Level 10 Weekly Sales & Marketing Meeting AGENDA with Sales Manager, Marketing Director, Broker and CEO Process

Scorecard Review

• Sales Manager presents the Sales Manager Weekly Scorecard.

• Marketing Director will present Marketing Weekly Scorecard

Rock Review

• Sales Managers Rocks for the Quarter are reviewed and progress toward Rock completion is presented.

• Marketing Director Rocks for the Quarter are reviewed and progress toward Rock completion is presented.

Seven Day Action Items

• Seven Day Action Items created during the Weekly Sales and Marketing Meeting. Review. Once reviewed, print most current action items.

• If items are not completed, progress toward completion is presented.

Identify, Discuss and Solve

• Standing agenda items to review and discuss.

• Review the Sales, Traffic and Closing Reports and identify Issues (lack of sales, needed price increases, agent issues) recorded for discussion

• Review the Issues identified during the Scorecard review.

• Review Current Marketing Incentives Per Community (review these with Kristen). Confirm that we are properly promoting our current incentives and adding and deleting them as needed.

• Review the community competition reports generated by the Sales Advisors for each community on the 2nd Monday of each month. (More specifically: # of Sales and Closings, Current Incentives and any Pricing, Specs or Product changes).

Items Required to be Printed before the meeting and brought to the meeting for review

• Print the Sales, Traffic and Closing Reports

• Print the Agenda for the Sales and Marketing Review Meeting (this sheet).

Level 10 Weekly Sales Meeting with Sales Advisor Process

Who is responsible: Sales Manager is responsible for meeting with individual sales advisors or sales teams in each community weekly to complete the Level 10 Agenda.

What is the Goal: To review the status of all current projects in accordance with the established process and procedures.

How will we achieve this: The meeting will follow the prescribed format and time frame outline in the agenda for this meeting.

Why is this important: Information from each Sales Advisor regarding each neighborhood needs to be reviewed in a systematic and consistent way to ensure issues are being addressed and that advisors that are achieving goals can be recognized.

Level 10 Weekly Sales Meeting with Sales Advisor Process

New Community Kick Off Meeting Process

Who is responsible: The Marketing Director and VP of Sales are responsible for the preparation and assistance of the start for each new Rockhaven community.

What is the Goal: To ensure that the Sales Team for the new community has all of the community information necessary to begin marketing and selling to the prospect community.

How will we achieve this: We will achieve this goal by following the new Community Kick off agenda and Powerpoint template established for the community.

Why is this important: To be proactive in opening our new communities and to ensure that Sales will have all necessary tools to begin selling new homes.

New Community Kick Off Meeting Process

The new Community Kick off agenda and Powerpoint template is found in the Microsoft Teams Community Folder. Listed below is the process and documents that need to be collected before the kick off meeting.

Required attendance:

Sales Manager, Sales Advisor, Marketing Director, VP of Sales, Starts Coordinator, VP of Operations, VP of Construction, VP of Estimating and Purchasing, Project Manager, VP of Acquisition and Development.

Meeting facilitator is the Community’s Sales Advisor __________(add name here)___________

Everyone introduces themselves and their role(s).

I.Sales Projections (presented by Sales Manager)

A. Sales

II.Community Overview

A. Target Consumer Group (Sales Advisor)

B. Community Site Plan Review – Plat Map (Acq and Dev Manager)

C. Lot Fit Study and Present Plat (Acq and Dev Manager)

D. Address List (Acq and Dev Manager)

E. Architectural Controls, HOA Covenants and Restrictions, HOA Budget (Acq and Dev Manager)

F. Land Review – ( Salesperson, Sales Manager, Builder and Superintendent must meet onsite)

G. Entrance and Amenities (Pool and Cabana, Gated, Tennis Courts, etc.) (Acq and Dev Manager)

III.Product Review

A. House Plans and Clean Line Floor Plan Comparison (VP of Estimating and Purchasing)

B. Floor Plan / Elevations-Brochure Ready / Renderings (VP of Estimating and Purchasing)

C. Standard Features Review (VP of Estimating and Purchasing)

D. Product Specification and On-Site Review Meeting Scheduled

E. Options (VP of Estimating and Purchasing)

F. Elevations (VP of Estimating and Purchasing)

G. 1st Lots to Start Construction (VP of Estimating and Purchasing)

H. House Plans Pre-appraisal (confirm the proposed plans appraise for the target sales price or more) (Sales Manager)

New Community Kick Off Meeting Process

IV.Marketing Review

A. Grand Opening Date and Event Review (Sales Advisor)

B. Sales Incentives (Marketing Director)

C. Marketing Campaign Review (Marketing Director)

D. Marketing Budget Presentation (Marketing Director)

E. Pre-Sale Strategy (Sales Advisor)

F. USP Review (Sales Advisor)

G. Model Home Completion and Move in Date (VP of Construction)

H. Surrounding Neighborhood Area / Submarket Overview (Sales Advisor)

i.Local Schools (Sales Advisor)

I. Competition Study Review (Smart Numbers regression analysis and Engel Volkers CMA Review Base Pricing, Proposed Inventory Pricing and Comparison to competitor pricing (per plan, per SF) (Sales Advisor)

J. Review of Key Realtor List (Sales Advisor)

K. Review the Preferred Lenders (Sales Advisor)

L. Review Internal Community Signage, Offsite Permanent Directionals and Weekend Directional (WED) signs and WED route location maps. (Marketing Director)

M. Sales Center Display – Builder Story, Site Plan, EOE, Area Map, Site Plan Stickers (Marketing Director)

N. Digital Advertising - Rockhaven Website, Digital ads (Marketing Director)

O. Marketing Collateral Review (Marketing Director)

P. Ensure Phone and Internet is Live in Model Home

V. Administrative Review

A. Community Opening and Closing Checklist (Sales Advisor)

B. Review PSA for Special Stipulations (Sales Advisor)

C. Builder Warranty Collateral Review (Sales Advisor)

D. Office Equipment (Copier) (Sales Advisor)

E. Smart Home Activation Date (Sales Advisor)

F. Review of Community Opening Manual (Sales Advisor)

Onboarding a New Sales Advisor Process

Who is Responsible: VP of Sales

What is the Goal: To bring a new team member onto the Rockhaven Sales Team that is fully knowledgeable and understands all processes required as a Team member for Rockhaven Homes.

How Will We Achieve This: By following the written 30 day schedule attached to this process. Contracts & Closings, Marketing, IHMS, and Sales will each participate separately in this onboarding process.

Why is This Important: It is important to ensure Advisors are educated and confident in selling homes for Rockhaven.

Onboarding a New Sales Advisor Process

Rockhaven Homes 30-day New Sales Advisor Training Schedule

Week 1 Sales Advisor Training --Corporate Offices

Monday--Engle & Voelker Onboarding Buckhead Office, Shirley Gary. Emails set up, cards in hand/ordered, name tag, process and procedure for E&V, and paperwork signing. Engle & Voelker Buckhead office address is: 3221 Peachtree Road, Atlanta Ga

• Photographer for headshot, access login & credentials for accessing email reviewed; credentials set up and established prior to this first day of onboarding with E&V.

• Set up with FMLS and GaMLS username & passwords

• License transfer to E&V

Tuesday—Rockhaven, Marketing—Kristen Dentler. This meeting can be virtual and will include the below items.

• IT Set up: Activate Sales Advisor accounts for Lasso, Microsoft Teams, & Guild Quality.

• Assign Sales Advisor contact information to community webpage and community phone number.

• Add Sales Advisor to Rockhaven Outlook distribution lists and EV Sales Advisors group email

• Teams: Walk through individual community Teams folders and the Rocknet folder which house Sales processes, spec and model photography, Lasso videos, Rockhaven flyers, Sales contract exhibits, house plans for contracts, and color packages.

• Review The Marketing Overview that includes:

o Digital Marketing

o CRM (Lasso)

o Social Media posting and process

o Audit of FMLS, GAMLS listings

o Website responsibilities for accurate information, update driving directions. Sales advisors to check once a week minimum for all community information accuracy.

o Signage: WEDs & OSDs; private property signs

o Model Supplies & Cleanings calendar and/or person to call if model needs re-cleaned

o Marketing Request collaterals, specialty flyers, eblasts

o Community staff & marketing calendars due dates & process

o ChatGPT: demonstrate functionality and have them sign up for platform

Onboarding a New Sales Advisor Process

• Sign off on Marketing checklist

Wednesday Rockhaven, Savanah Ducroq. This meeting would be virtual. IHMS, Lotvue, processes, and copy of blank contract for review.

• Discuss login credentials, navigation of IHMS, contract & addendum preparing in IHMS, ratification of contract and addendums, information fields, pricing process, etc.…Also, review the importance of uploading addendums/amendments once executed into IHMS, especially after addendums/amendments 000 and 001.

• Review PSA document and how addendums/amendments are added with selections for each home started and closed.

• Give new agent homework assignment to sell themselves a home in IHMS (test format) with all appropriate addendums to show that they can complete the appropriate fields of IHMS to generate proper paperwork.

• Explain documents needed to be emailed to signed contracts email, once contracts are executed PSA, 2-10 buyer acknowledgement, and receipt of earnest money received from buyer.

• Removing blank or zero addendums/amendments so that they do not make it to closing.

• Review Lotvue for a community and what the legend means. Show lot specific information and where to see plan/elevation, price, lot premiums, all information. Review some reporting

• List of contact persons for Sales Advisor to use if needed for questions about using IHMS and Lotvue

Thursday Rockhaven, Megan Homewood. Virtual meeting probably 30 mins to an hour. Contract processing, addendums, closing process, OSL & Cash addendums, pipeline report and responsibilities, PQ, etc.…Once completed, Sales advisor contacts Sam to meet and discuss Sales processes.

• Review Office and Field personnel and contact list email and phone. Give overview on who to communicate to and for what in our office including area managers, field personnel and managers

• Contract order of documents for ease of review and approval; what documents go where? Ex. Contract Offers, Contracts Signed, Reimbursement forms, and who/where to send paperwork.

• Earnest money requirements wired and not personal checks or Money Orders (Kristen created access and credentials for Sales Advisor).

• Where to pull documents (not in IHMS) for contracts. Example: Outside Lender Addendum, Cash Addendum (Sales & Construction in Team Sales Exhibits)

Onboarding a New Sales Advisor Process

• Discuss PSA and IHMS addendums/amendments

Sales Advisor to read entire PSA so that they understand each part (Megan, here just re-enforce that they have read the PSA and understand all parts if they have questions, they can ask Sam during his days of training with the new Sales Advisor).

• Review community assignment and the HOA for that community

• Earnest.com access and how it works

Friday Rockhaven, Sam Bass. Drive communities, discuss expectations, review signage, marketing, as well as sales processes learned during first week.

Review Sales Advisor Marketing Commitment and all content. Review RH Policies and Procedures. Visit community and address signage, off-site directional, drive community to check aesthetics, lot signage, walk specs, walk model home, see Sales office.

Introduce to builder in community visiting, Project Manager, Area Construction Manager, and VP Construction discuss partnership, communication with builders, Sales & Builder meetings on Mondays, protocol.

Discuss Preferred Lender program and partnership, run through on-boarding Checklists A-R on Sales Advisors

Onsite Core Processes in Rocknet

Discuss PSA and any section not understood by Sales Advisor, as well as addendums, 2-10 Buyer acknowledgement, contract process & contract procedure, opening and closing, community lot sign placement, competition reports, em transmittal, Broker contract review form, Broker Contract review, special stip (Trid), anti-fraud disclosure, Pre-con/Drywall orientation, Team Level 10 meetings & notes on form, Design center procedures.

Week 2 Sales Advisor Training Field Training

Sam Bass to pick community for new Sales Advisor to spend 1 week shadowing community Sales Advisor(s). Spend this week in the life of the active community Sales Advisor and learn:

• Weekly Sales & Construction Level 10 meeting review agenda and why we cover the information we do during this meeting; 2-way communication between Sales advisor and Builder.

• Receive spec key from the community builder or your Sales Advisor partner. Get from VP Sales if necessary. CRITICAL UNDERSTANDING of the SPEC KEY NEVER GIVE OUT TO A PROSPECT, REALTOR, OR BUYER/HOMEOWNER.

Onboarding a New Sales Advisor Process

• Shadow Sales advisor presentation of community, model home, and Rockhaven to prospects, realtors, and buyers as they present themselves. Determine your own presentation of this information so that it is yours and not “canned.”

• Shadow Sales advisor follow up via phone, text, email with prospects and buyers. Proactive buyer follow-up after Weekly Sales & Construction meeting.

• Shadow spec walk what to look for during walk through, whether spec or purchased home.

• Opening Sales office protocol and Closing Sales office protocol

• Communication for office supplies, signs, etc.…

• Ask questions to community Sales Advisor for how our processes work, why we use them, and how we differ from other or past builder programs.

• Shadow Sales Advisor as they use social media to promote the community; understand the social media process before posting online.

• Marketing requests

• Preferred Lender requests, meeting the preferred lenders VP Sales will send email to Rockhaven Company Staff as well as our Preferred Lender Teams introducing new Team Member, their contact information, and community assignment.

• FMLS/GaMLS updates, new listings, and protocol to make sure that the information in these listings is 100% accurate and match IHMS and LotVue.

• Shadow Sales Advisor as they review & update their Staffing Calendar with partner, Marketing Calendar updated, and Competition CMA is updated. Each of these should be saved in Teams under community folder.

• Shadow Sales Advisor as they conduct FMLS/GaMLS CMA to confirm community pricing in the market. Evaluate if we are under the market, at, or over the market pricing averages. Send CMA and summary to VP Sales.

Week 3 Sales Advisor Training—2nd Week Field Training

Repeat Week 2 Field Training above at new Community with different Sales Advisor for different perspectives and delivery of information. Understanding that styles and perspectives will vary, it is critical that the process outlined above and, in the communities, stay EXACTLY the same.

Week 4 Sales Advisor Training

VP Sales to instruct Sales Advisor to shop competition for community that Sales Advisor will be working, or of an area determined by the VP Sales. These shops will include 3-4 new construction builders, FMLS/GaMLS CMA on a given territory, visiting the Elementary, Middle, and High Schools serving the community, and putting together a list of area attractions or interests that might appeal to the target buyer.

Sales Advisor Training and On-Boarding Schedule and Completion Dates

Sales Advisor:

EV On-Boarding to be completed prior to start date with Rockhaven

Date Completed: __

Sales Advisor Contracts & Closings Process On-Boarding to be completed

Date Completed: ___________

Marketing Onboarding to be completed

Date Completed: _______

Lasso (CRM) Training within the 1st week

Date Completed: ___________

IHMS Training within the 1st two weeks

Date Completed: ___________

Sales Training within the 1st month

Date Completed: ___________

Signature

Date

Rockhaven Policies and Procedures Agreement Form

I, ____________________________________ have read and agree to adhere to policies

(Print Name) outlined in the all Rockhaven Policies and Procedures manual.

On Site Weekly Planned Encounter Meeting with Sales Manager and Sales Advisor Process

Who is responsible: The Sales Manager is responsible for following this agenda and conducting the a weekly on-site meeting with each Sales Advisor.

What is the Goal: To provide the needed oversight and education to on-site Sales Advisors that will help them to meet the sales targets for their assigned communities and to gain insight into the sales health of the community and use that information to adjust the marketing and sales program for the community to reach the targeted goals.

How will we achieve this: We will achieve this goal by following the process and making sure properly executed planned encounters are completed and reviewed on a weekly basis and action items are followed through to completion.

Why is this important: If the On Site Weekly Planned Encounters are not executed properly and in accordance with the established process, issues concerning the project viability will not be identified in a timely manner causing catastrophic damage to the project as a whole. For example, not recognizing market factors such as competition or project issues such as dirty specs or buyer issues such as challenged buyers.

On Site Weekly Planned Encounter Meeting with Sales Manager and Sales Advisor Process

• Sales manager to drive community, walk inventory and model home with sales advisor.

• Using the “Neighborhood Drive Through and Review Form”- verify status and condition of all items on the check list.

• Make detailed notes on items that need attention so that actions items can be created and steps to resolve issues can be tracked and completed.

Meet at Model Home or Spec Home with Sales Advisor

(All electronics, i.e. phones, tablets and computers need to be turned off.)

• Complete “Planned Encounter Meeting Checklist” to include:

• Review current Marketing Calendar to ensure advisor is completing these events and tasks as outlined. Provide support for completing any outlined tasks and help create and educate on future event calendars.

• Review the Sales Advisors Marketing Commitment Process to confirm they are completing each step of the Process.

revised Marketing Commitment 7/11/22 use this new version

• Review Social Media Posts done by advisors and coach on best practices and educate on the value of liking our current posts and what is best to say in a post.

3 Social Media posts per week per Sales Advisor, 1 reel

• Confirm that the Sales Advisor is entering all traffic, sales and follow up into the CRM daily. Sales Manager will provide additional training on CRM software as needed.

Prospect traffic and leads, realtors, and N rank leads re-ranked A,B,C

• Prospect Review – Review all of the Sales Advisors A and B prospects (registration cards and or those entered in the CRM). Help them work through their current struggles with these prospects. Coach them on closing deals by suggestions/ideas on ways to convert these leads to sales. Have agent call the prospect or call them yourself to help close the sale and use this as a training tool. Complete this step every time you are meeting with a sales team member.

On Site Weekly Planned Encounter Meeting with Sales Manager and Sales Advisor Process

• Lasso eblasts every week—Each Sales advisor to send at least 1 eblast to prospects and at least 1 eblast to realtors. Use approved templastes in Lasso

• Sales Advisor presents report on appointments scheduled for the upcoming weekend. This is reviewed, and Sales Manager will provide feedback and training as it relates to these appointments.

• Sales Manager will provide additional training on CRM software as needed.

• Sales Advisor will provide examples of challenging objections and Sales Manager will provide training for defusing these objections.

• Sales Manager to review current CMA Competition Report with Sales Advisor. Discuss current incentives being offered in community. Determine if this is competitive in the market. This will guide recommended incentives by community from the Sales Manager.

---Weekly updates to community CMA due end of day every Monday

• Review Community Website Page in detail for accuracy to include wording on all pages, photography and proper format. Report any errors immediately to Marketing Director.

• Review Community Off-site signage signs for visibility, accurate information, and in great condition (paint, leaning, decals, etc.) Report needs to Marketing Director.

• Review WEDS map on Saturday morning to confirm signs are in place; if any are missing or damaged, Sales Advisor is to circle location on map, then email to Marketing Director before noon. Copy VP Sales.

• Review FMLS and MLS listings for accuracy to include pricing, customer viewed descriptions, agent only comments and photography. Ensure current status of home – active, pending or sold – is accurate.

On Site Weekly Planned Encounter Meeting with Sales Manager and Sales Advisor Process

• Review LotVue to ensure accurate and matches all FMLS/MLS status and pricing – all inventory, unless directed otherwise, should be listed in FMLS and MLS.

• Confirm that Pre-Construction meetings are being scheduled and completed between the Home Buyers, Buyer’s Agent, Rockhaven Sales Advisors and the Project Manager. This eliminates confusion, speeds up the build time, eliminates design selection issues, etc.

• Confirm that the Project Manager and Sales Advisors are meeting weekly with a written agenda, taking detailed notes, walking the community, the model and Inventory Homes to identify quality control issues and scheduling / confirming upcoming pre-construction, Home Owner orientation and closing dates.

• Sales Manager will review new policy and address any problems or concerns.

• Sales Manager will establish and review goals and objectives for the next Planned Encounter Meeting.

Training

• Sales Manager will provide situational coaching with Sales Advisor through role playing presenting, overcoming objections, and closing

• Sales Manager will continue the situational coaching with Sales Advisor while inside the models and specs.

On Site Weekly Planned Encounter Meeting with Sales Manager and Sales Advisor Process

Review Current Marketing Calendar

Events Scheduled for Realtor/Homeowners

Follow Up Times for Calls/Making

Appointments

4 Social Media Posts

10 weekly calls to realtors

2 Lasso Campaigns

Competition Site Visits

Reverse Prospecting

Drive Weekend Directional on Saturday AM

Drive off site permanents weekly

Days off on calendar marked

Homes Under Contract weekly follow up

Review Recent Social Media Posts

Areas of Excellence

Areas of Improvement

Lasso Review

Traffic entered timely and accurately

Follow up notes for prospects recorded

Ratings of prospects accurate and up to date

Campaigns review

Review of A/B Prospects

Discuss ideas to close deals on these prospects

Number of Appointments set for coming weekend

Competition Report Review

Discuss Current Pricing and Incentives

Strategize on any challenges faced competitively

Rockhaven Community Website

Review for Accuracy

FMLS/MLS Listings

Pricing

# of listings

Descriptions

Photos and Videos

Map Location Pin

Additional Items

LotVue Review for Accuracy

Walk Community and Inventory

Any other assistance needed or items not covered?

Outreach Committee Process

Who is responsible: Designated Outreach Committee Leader

What is the Goal: To ensure we are discovering quarterly opportunities to participate in local events as a way to allow Rockhaven Homes to give back to the community we do business.

How will we achieve this: Outreach Committee Leader to meet with Outreach Committee weekly to discuss ideas and new opportunities that we can then propose to Owner/CEO for approval to schedule with our company.

Why is this important: Keep Rockhaven brand visible to the public in our community and allow us viable options for participation and giving to local charities our time, talent, and funds as approved by Owner/CEO.

Outside Lender Spreadsheet Process

Who is responsible: VP of Sales

What is the Goal: Have up to date weekly confirmation of loan statuses with outside lenders for buyers under contract.

How will we achieve this: Sales Advisors to update weekly by Mondays, end of business so that we will be able to review on Tuesday’s pipeline meeting.

Why is this important: It is critical that we know weekly the quality of loans in the outside lender pipeline and their ability to close on time.

Outside Lender Spreadsheet Process

• Every Monday, the Sales Advisor is responsible for updating this Outside Lender Spreadsheet located on Teams under Sales & Construction. This update should be completed by theend of business on each Monday.

• Tuesdays during pipeline, we will review each loan using an outside lender and get the update from this Outside Lender Spreadsheet.

• The Sales Advisor that wrote the contract is responsible for the weekly update that is placed on this Outside Lender Spreadsheet.

• Any action item determined on the pipeline call for the outside lender (ordering appraisal, ordering title, ordering builder docs, etc…) will be conveyed to Sales Advisor and they are then responsible for communicating and making certain the action items are fulfilled each week.

• Once homes on outside lender spreadsheet are closed, the information is removed from the Outside Lender Spreadsheet by the Sales Advisor.

Outreach Committee Process

• Designated Outreach Committee leader holds weekly meeting at 8:30 an each Tuesday.

• Group discusses ideas for quarterly events that we can promote to company for volunteers as a way of giving back to local community (s). Specifically, Q1, Q2, Q3, & Q4.

• Present ideas for quarterly events to Owner/CEO for approval.

• Any financial charitable contribution on behalf of Rockhaven Homes to be decided by Owner/CEO only. Current preference is for childrens charity on the south side of Atlanta where we build multiple communities.

• Once event is approved, schedule date for quarterly event, include Marketing Director to promote event/date for volunteers, then move towards gathering interest and plan execution as the date nears.

• Make sure to get photos of each event and the Team participating for submission to Marketing Director to highlight in Company email and newsletter.

Outside Lender Spreadsheet Process

Who is responsible: VP of Sales

What is the Goal: Have up to date weekly confirmation of loan statuses with outside lenders for buyers under contract.

How will we achieve this: Sales Advisors to update weekly by Mondays, end of business so that we will be able to review on Tuesday’s pipeline meeting.

Why is this important: It is critical that we know weekly the quality of loans in the outside lender pipeline and their ability to close on time.

Outside Lender Spreadsheet Process

• Every Monday, the Sales Advisor is responsible for updating this Outside Lender Spreadsheet located on Teams under Sales & Construction. This update should be completed by the end of business on each Monday.

• Tuesdays during pipeline, we will review each loan using an outside lender and get the update from this Outside Lender Spreadsheet.

• The Sales Advisor that wrote the contract is responsible for the weekly update that is placed on this Outside Lender Spreadsheet.

• Any action item determined on the pipeline call for the outside lender (ordering appraisal, ordering title, ordering builder docs, etc…) will be conveyed to Sales Advisor and they are then responsible for communicating and making certain the action items are fulfilled each week.

• Once homes on outside lender spreadsheet are closed, the information is removed from the Outside Lender Spreadsheet by the Sales Advisor.

Ratifying Purchase Agreements and Counting the Sale Process

Who is Responsible: VP of Purchasing & VP of Sales

What is the Goal: To ensure we capture an accurate daily, weekly, monthly, and annual sales number.

How Will We Achieve This: Monitor the processing of the Purchase Agreements, earnest money deposits, and time in which the Agreements are ratified. Reconcile weekly reports by Sunday night text from VP Sales with Monday review by VP Purchasing.

Why is This Important: Maintain accurate sales data in a timely manner.

Ratifying Purchase Agreements and Counting the Sale Process

Listed below are the steps that need to be followed in this process:

1. The buyer sends the earnest money deposit through earnnest.com.

2. The Sales Advisor, Buyer, and Agent sign the Purchase Agreement.

3. Sales Advisor processes the Agreement and earnest money deposit information and sends to the Contract Offers email address.

4. If the contract is full price and no offer requests, VP Sales counts the contract as submitted for the week.

5. If a contract is an offer (contract is sent via email to VP Sales, not contract offers email), VP Sales communicates with VP Purchasing and CEO to determine acceptance of offer terms or counteroffer. VP then communicates to Sales Advisor for Community.

6. Sales Advisor, then revises contract to meet counteroffer, having buyer sign, then submit to contract offers email.

7. VP of Purchasing reviews the Agreement, runs the Sales Proforma, and sends it to the Owner, the Broker, VP of Sales and Marketing, and Director of Marketing.

8. Contracts/Closing Coordinator (sometimes Director of Marketing) sends the Agreement to the Owner for signature through DocuSign.

9. Contracts/Closing Coordinator (sometimes Director of Marketing) sends the executed Purchase Agreement to the Sales Advisor.

10. The Sales Advisor sends the executed Purchase Agreement to the Signed Contracts email address and the Lender.

11. The Sales Advisor also uploads contract into IHMS.

12. Purchasing Coordinator reconciles the Purchase Agreement, earnest money deposit, and information in IHMS.

13. Purchasing Coordinator ratifies the Purchase Agreement in LotVue.

Realtor Rewards Program Process

Who is responsible: VP of Sales

What is the Goal: To maximize our capture rate of real estate partners

How will we achieve this: Create a systematic approach that keeps our real estate partners top of mind for our sales advisors

Why is this important: Real estate partners account for almost 80% of our traffic sources. A successful realtor reward program will ensure repeat business for Rockhaven Homes

Realtor Rewards Program Process

Rockhaven Homes offers a $1000 gift card bonus for the sale of the 2nd Rockhaven home. A $2000 gift card bonus is paid after the sale of a 3rd home and a $3000 gift card bonus after the sale of the 4th home. This is valid at any Rockhaven community on contracts that are written and binding up to December 31st of the current year. Promoting this program will be as follows:

1. After a contract is written:

a. When contact is binding, the closing coordinator will include in the email message if the co-op agent is qualified to receive an additional bonus in the realtor reward program.

b. 3 days after contract is binding on the sale of their 1st Rockhaven home, the sales advisors will text the co-op agent with the following message “Congratulations on the sale of your 1st Rockhaven Home. As we truly value our real estate partners, you will automatically be enrolled in our ‘Rockhaven Rockstar Realtor Rewards’ . Your next sale of a Rockhaven home will earn you a bonus of $1000 gift card. Sell a 3rd Rockhaven home and receive $2000 gift card and your 4th sale receive $3000 gift card. I look forward to doing even more business with you in the upcoming year".

c. 3 days after contract is binding on the sale of their 2nd home, the sales advisors will text the co-op agent with the following message “Congratulations on the sale of your 2nd Rockhaven Home. We value your loyalty and are excited to present a $1000 gift card to you after closing. I will be in touch after you close to present you with your $1000 gift card and way to go on being a Rockhaven Homes Rockstar!”

d. 3 days after contract is binding on the sale of their 3rd home, the sales advisors will text the co-op agent with the following message “Congratulations Rockhaven Rockstar, you sold your 3rd Rockhaven Home and will earn a $2000 gift card after closing. You are why we value and reward our real estate partners. I will be in touch to schedule your gift card delivery”

e. 3 days after contract is binding on the sale of their 4th home, the sales advisors will text the co-op agent with the following message “Congratulations Rockhaven Rockstar, you are in the top tier of our rewards program as sold your 4th Rockhaven Home and will earn a $3000 gift card after closing. This is an elite honor and I will be in touch to schedule the special receipt of your gift card”

2. Ongoing marketing efforts:

a. Sales Advisors will monthly email their agent contacts lists with email flyer

b. Sales Advisors will include flyer with broker drops

c. Sales Advisors will do monthly posting about program on social channels

d. Marketing will eblast monthly flyer to co-op agents

e. Marketing will do monthly postings about program on social channels

Realtor Rewards Program Process

3. Process for delivery of gift cards:

a. Closing Coordinator to track all co-op sales and alert Marketing Director when a closing occurs that has a realtor reward bonus.

b. Marketing Director to purchase gift card and coordinate with Sales Advisor on delivery of gift card.

c. Sales Advisor to invite co-op agent to the model home for a special lunch and gift card presentation.

d. A photo of the co-op agent to be taken with a special signs that says “I am a Rockhaven Homes Rockstar!”

e. Photo to be posted on various social media channels.

Recruiting and Staffing Process

Who is responsible: Sales Manager

What is the Goal: To ensure that all Rockhaven communities are fully staffed 7 days per week, including extra coverage for Sales Advisors that may get sick or take vacation with trained and highly skilled Sales Advisors.

How will we achieve this: By blocking 2 hours on your calendar weekly dedicated to recruiting.

Why is this important: To ensure that all Rockhaven communities are fully staffed, open and operational seven days a week.

Recruiting:

Recruiting and Staffing Process

• Sales Manager will have a minimum of 4 interviews per month (1 interview per week).

• After Sales Advisor is believed to be a good fit by EV Broker, the Sales Manager is to interview every Sales Advisor. If qualified, the Sales Manager will hire Sales Advisor.

• The Sales Manager will participate in job fairs, organize Rockhaven career expos, visit on site competitors and/or enlist current Sales Advisors to help recruit from their sphere of influence.

Sales on Site Preparation – Established Communities

• After a Sales Advisor is hired, the Sales Manager must notify the Principal Broker of EV Buckhead, who will coordinate EV onboarding. The Sales Manager will coordinate Rockhaven training at the corporate office. All Sales Advisors must complete both EV Training and Rockhaven Corporate onboarding training before selling on site.

• Sales Manager is to provide a current competition binder. The Sales Advisor is to visit each community in the competition binder within the 1st week of hire.

• All Sales Advisors must fill out a staff calendar with their partner and any floating assistants , one day after Rockhaven corporate training.

Recruiting and Staffing Process

• If a community is seeing between 0 and 9 of all types of traffic units per week, there will be a Lead Sales Advisor and a Sales Assistant. If a community is seeing 10 or more of all types of traffic units, there will be two Lead Sales Advisors that who split commissions. However; this is somewhat fluid and will need to be adjusted in real time.

Sales on Site Preparation – New Start Up Communities

• Sales Advisors for new communities must be identified 45 days prior to the opening of Sales Center and fully on boarded 30 days prior

• When a Sales Advisor is hired to start up a new Rockhaven neighborhood, they must complete a competition report and prepare a New Community Opening Manual and PowerPoint presentation.

Sales and Constuction Closing Schedule Process

Who is responsible: Sales VP & Sales Advisor

What is the Goal: To communicate with our buyers under contract realistic orientation and closing dates and times.

How will we achieve this: Weekly review of homes under construction per neighborhood and communicating immediately with our buyers.

Why is this important: Provide effective communication and proper expectations for a smooth end of home building process and closing on buyers new home.

Sales and Constuction Closing Schedule Process

Sales Advisors will not schedule closings directly with the Closing Attorney-Trade Partner (McMichael and Gray). The following core process will ensue:

Closing Dates Established

• Sales Advisor and VP of Sales will discuss date for closing with VP of Construction during the Community Level 10 meetings for the sole purpose of establishing a closing calendar for under contract homes that are at “post counter-top installation” stage of construction for the upcoming month. This is to ensure consistent closings throughout the calendar month.

• VP of Construction will determine a hard completion date along with closing dates for each community with closing backlog within the above parameters as well as any foreseen delays and convey this to the Sales Manager during the meeting. Presale closings that require an “Estimated Close” date for the contract will still be done by contacting the VP of construction prior to writing the contract until further notice. (No closings will be scheduled on the last two closable days of the month).

• Construction VP will provide closing dates during the pipeline call. Any updates that require a quick change will be relayed to the closing attorney by the Rockhaven Homes closing coordinator.

• The following process will ensue:

o Sales Advisor will notify the Buyer and Co-Op Agent (where applicable) immediately of the closing date, time and available dates and times for 1st Walk Through via the attached outlined email template. The goal is for sales advisors to have this completed with response from buyer before the following Monday.

o During the Weekly Level 10 Community Team Meeting, the Sales Advisor and Project Manager will establish the dates and times for the QC walk and completion, the 1st Orientation walk through, and Final walk through. 1st Orientation and Final Walk throughs are agreed to by all (project manager, sales advisor and buyer/co-op agent)

o The finalized Walk Through dates and times will then be added to the Outlook Calendar (for consistency) by the Sales Advisor, and shared with Sales VP, VP of Construction and Project Manager.

o Project Manager and Sales Advisor will set the Final Walk Through immediately following the completion of the 1st Walk Through based on the established closing date, time, and punch list items that need to be completed.

Sales and Constuction Closing Schedule Process

o Any changes in closings due to buyer’s financing, construction delays or unforeseen issues must be conveyed to Sales VP and VP of Construction as soon as you have knowledge that there is no other resolve to keep the process moving forward and on time.

• 100% completed Inventory Home closings will be scheduled with no less than a 30-day turnaround using the estimated completion date in IHMS as the guide.

• Within 24 hours of receipt of executed contract, the sales advisor will distribute the copies to the current distribution list, attorney and preferred lender with the following added to any additional information in the body of the email: ***30-Day-Closing*** (It is the sales advisor’s responsibility to confirm if the home is 100%, C.O. in hand and the loan can be funded in the allotted timeframe prior to sending this email).

• The Closing Attorney-Trade Partner will then follow the process of scheduling the closing time and send the Outlook calendar as outlined previously. (Cash closings on 100% completed inventory homes will be handled on a case by case basis if closing in less than 30 days, and determined by VP of Construction and Sales Manager).

The Goal

Pre-established closing dates and times will be on hand and ready to effectively fill out the following month’s Weekly Community Team Meetings. This will allow time for corrections to issues that could potentially arise well in advance of the closing date. The optimum outcome is a zero-punch list prior to closing. The consistency of closings throughout the month will allow trade partners and internal departments to offer a better support system for everyone.

Sales Team Weekly Meeting Agenda (revised 5/18/23)

Monday’s 9:00 am

9:00 – 9:05 a.m. Introduction Segue

9:05 – 9:40 a.m. . Rockhaven Sales Advisor Level 10

• Scorecard Review by Advisor (Sales & Construction Level 10 meetings, Competition shops, Social Media posts, Realtor outreach, Prospect follow up, Community & Model review, 1 video reel post)

• Rock Review by Advisor

• 7 day Action Items

9:40 9:55 a.m. Marketing Update Kristen

• Quarterly Corporate Campaigns

• Community specific advertising & stuff

o LASSO – Traffic, Re-rank N prospects, Activities, Historical data entered

o Pipeline Management IHMS, Lotvue, FMLS, GaMLS 100% accurate

o Marketing Calendars think 60-90 days ahead

o Closing Calendar/Atty issues Dates, Q/C, Final Walks

• Signage, WEDS, etc… & Marketing supplies

• Preferred Lender Partnership marketing flyers, promotions, etc…

• Rearview –digital marketing, website updates, community pages

9:55 – 10:05 a.m. Sales Process Review

• Preferred Lenders (Back Up lenders & OSLs too)

• Marketing Commitment Activities

• Contract/Addendum Questions (parts of contract, co-op commissions paid by buyer, etc…)

• Price Increases & lot releases

10:05 10:30 a.m . Guest Speaker (Preferred Lender, RH Department Head, Vendor, etc…) or Training on Best Practices

10:30 Meeting Adjourned

7 19.23 and Version 1.0

Sales VP Holding Sales Advisor Accountable to Marketing Commitment

Who is responsible: The Sales VP must hold the Sales Advisors accountable to execute the steps outlined in this process.

What is the Goal: To ensure the marketing commitment for each Sales Advisor is being completed on an ongoing basis.

How will we achieve this: The Sales Advisor will execute on each of the steps outlined in this process. The Sales Manager will review the Marketing Commitment with each Sales Advisor at their weekly Level 10 on Site Sales Meeting.

Why is this important: To drive new traffic and be back traffic in the community to generate sales.

Sales VP Holding Sales Advisor Accountable to Marketing Commitment

Marketing & Staffing Calendar

• Rockhaven Sales Advisor to create a monthly Marketing Calendar that incorporates all community and broker marketing events for their community. Sales Advisor will combine monthly staffing calendar with the corresponding monthly Marketing calendar to combine all information. Sales advisor will email to the Rockhaven Homes VP Sales/Sales Manager by the 20th of each month for the next month, and then will save to the Teams folder. Sales Advisor will submit their Marketing Calendar as a 90 day forward planning of events for their community.

Web Leads

• Web leads are generated by the customer filling out a Contact Us Form on Rockhavenga.com. Leads are generated via organic search, Instagram, Facebook, Google ads, eblasts, Pinterest, Zillow, YouTube, and Houzz.

• Leads are sent via email from the Rockhavenga.com website and are also visible on the Lasso dashboard under the VIEW CONTACTS.

o Emails will have the subject line “Rockhaven Website Form Inquiry – Community Name” AND

o Email will also be sent from Lasso CRM.

• Rockhaven Sales Advisor will call each web lead within 5 minutes of receiving the email. All prospects that have been contacted must be notated in Lasso under HISTORY>PHONE -CALL OUT include subject line > WEB LEAD CALL enter date and time called plus notes in the Comments Section. If no appointment is set or phone number is bad, make specific notes in comments and refer to the customer follow up steps shown in this document below

o In communities with two Sales Advisors the designated Sales Manager will respond to all web leads. When Sales Advisors are off two days per week, then the onsite sales assistant will respond to all web leads.

o If Sales Advisor is with a customer, they must respond to the web lead with a text message as follows: Thank you very much for your interest in Rockhaven Homes, my name is _____________ and I am excited to help you with your new home purchase. I will call you back as soon as I am available. All text messages should also be notated in in Lasso under HISTORY>PHONE TEXT MESSAGE SENT. Include date and time.

• If Sales Advisor leaves a voicemail, it needs to be notated in Lasso under HISTORY>PHONE – LEFT MESSAGE includes subject line > WEB LEAD CALL enters date and time called plus notes in the Comments Section. Refer to the customer follow up steps shown in this document below.

• The response to the web lead should include scheduling an upcoming appointment at the community within the next 48 hours if possible. All appointments set need to be notated under HISTORY>APPOINTMENT SET. Include appointment information in the notes section, then send appointment email UNDER ACTIONS>APPOINTMENT Include appointment time, date location and text message reminder with same info.

• If a meeting is not scheduled, please refer to the customer follow up steps shown in this document.

Customer Follow Up

• The Goal is to schedule the follow up appointment with the prospect and realtor every day. All follow up activities must be entered in Lasso.

• E-mail all prospects 4 times during the first week of initial visit and/or contact.

• For web leads- if appointment is not scheduled on initial contact (above), upcoming activities must be scheduled in attempt to secure an appointment. Select the appropriate prospect in Lasso and choose ACTIONS>ACTIVITY:

o Attempt #1: Email Template named: “1st Email - Schedule an Appointment”- select the date to be sent and enter comments. Activity must be completed by choosing the created activity >COMPOSE EMAIL. Edit email as needed, then send to prospect and realtor (if applicable).

Sales VP Holding Sales Advisor Accountable to Marketing Commitment

o Attempt #2: Email Template named: “2nd Email – No Appointment Set”; select the date to be sent and enter comments. Activity must be completed by choosing the created activity >COMPOSE EMAIL. Edit email as needed, then send to prospect and realtor (if applicable).

o Attempt #3: - Email Template named: “3rd Email – Follow Up”; Follow up email concerning specific customer’s interests / status (ex. Financing, floor plan questions, etc.).

o Attempt #4: Email Template named: “4th Email – Confirm Another Appointment or discuss”; Either confirm the next appointment if set or set expectations on future follow up from Rockhaven Sales Advisor.

o When an appointment is set, send an appointment email by ACTIONS>APPOINTMENT. Enter time and date of appointment and text message reminder.

Under Contract Customer Follow Up

• Rockhaven Sales Advisor will conduct follow up with all buyers that are under contract but not yet closed each Week. This follow up should be initially by phone after the Community Level 10 meeting each Monday. A phone call will be made to the buyer, then the realtor representing the buyer. After the phone calls are made (and voice mails left if buyer and agent are not spoken directly to), Sales Advisor will then email or text the communication left on voice mail or delivered by phone to the buyer and agent so that there is history of the information communicated to all parties.

• Rockhaven Sales Advisor will provide each buyer with updated information on the current stage of construction for their home (and to include proposed orientation dates and proposed closing dates or months).

• This follow up is expected to be proactive on the part of the Rockhaven Sales Advisor, not reactive to the buyer visiting or calling the Sales office.

• The Rockhaven Follow up process should be explained thoroughly to the buyer (and realtor) when they contract to purchase a Rockhaven home. Rockhaven Sales Advisor will explain that this will occur after the Sales & Construction Level 10 meetings every Monday.

• While verbal communication is fine, weekly follow up to buyers should be via email or text and should include pictures of the home showing the stage of construction when it is possible.

Realtor Outreach

• Gather email addresses and cell numbers for the top 3 sales offices in your area and to push out weekly messaging to these agents.

• Each Sales Advisor is to visit 2 Realtor Offices per week to deliver flyers and information about your community.

• Request Rockhaven Homes Marketing Director to pull and sort the top producers from the three Realtors Offices that were visited per week.

• Each Sales Advisor to cold call 10 new Realtors per week from the top three Realtor Offices.

• Virtually speak at one Realtor Office meeting once per month. When appropriate, begin visiting Realtor Offices in person for these meetings & presentations.

• Conduct one on-site or virtual Realtor Function per community, per quarter. (CE Classes, Lunch and Learns, Lunch/Breakfast to learn more about Rockhaven…

• Sales Advisors to reverse prospect from FMLS and GaMLS weekly to help generate traffic and leads to their Rockhaven community.

Sunday Night Reporting—by 7:00 pm, each Sunday, Sales advisor emails to VP Sales their walk-in and weblead traffic for the week (Monday-Sunday). Sales Advisors will also list their submitted contracts for the week, and list their hot (A) prospects that they are working with for the next weeks Sales. Referrals

Sales VP Holding Sales Advisor Accountable to Marketing Commitment

• Call five Realtors from your Sphere of Influence once per week for a total of twenty calls per month and ask each Realtor for an agent referral. Monthly Goal should be to receive 1 referral from an agent each month.

• Rockhaven Sales Advisor will ask every homeowner that they encounter for a referral every day.

• Conduct one function with current homeowners every quarter (4th of July Party, St. Patrick’s Day Party, back to school, Labor Day, etc.). Request that each current homeowner bring a friend or co-worker who could be a future homebuyer in that community.

• Rockhaven Sales Advisor to explain the Rockhaven Referral Program to all existing homeowners and buyers under contract, as well as each time a new buyer goes under contract in their community. Monthly goal for referrals should be to receive 1 homeowner referral each month.

Competition

• Rockhaven Homes Sales Advisor to create a weekly competition report (CMA) and save in Teams Folder under community by each Monday end of business. Must use the Rockhaven Homes Competition Form. Each week the CMA will be saved with a new Monday date for the added information to be added and then saved on Teams. Expectation is to have all previous CMAs available to review if necessary. Sales Advisor is not to write over and resave a CMA.

• Rockhaven Homes Sales Advisor to have a thorough understanding of the Community CMA and how they rank to the competition. This includes features advantages or disadvantages with Rockhaven and our competition. Sales Advisor is to confirm information given by competitor each week by counting finished closed homes and current active new homes at the community while visiting in person. Incentives given by competition need to be confirmed as 100% accurate before placing on CMA.

• Pull sold homes each month for the represented community’s competition and contact co-op on each sale. Determine if they know about represented community and determine why they chose to purchase elsewhere. Create a CO-OP FAN!

• Visit the on-site agents in your competition communities every week. Educate them about your Rockhaven Homes’ community if the competition can sell outside their neighborhood. Rockhaven Sales Advisor to create a reciprocal relationship with other New Home Agents in your area.

E-Marketing

Rockhaven Sales Advisor is to create weekly mass marketing eblasts through Lasso. These eblasts can include – general community information, special community incentives and community events. Each Sunday by 8:00 pm, Sales Advisor will submit to VP Sales/Sales Manager their schedule for the upcoming week of 2 eblasts to be sent out to organically generate new leads for their community. 1 eblast will be sent out to prospects for their community, and 1 eblast will be sent out to realtors for the community or by zip code for the area of our community.

• Rockhaven Sales Advisor must review the prospect eblast and Realtor eblast to ensure all information is correct once it is approved. Rockhaven Marketing Director will then distribute the prospect/Realtor eblast every week using PURA (ANHD-Atlanta New Homes Directory) and Engel & Voelker database.

• Rockhaven Sales Advisor will use the step-by-step instructions for eblasts located in Rocknet/lasso documents/lasso guide for Sales Advisors this has been set up by Kristen Dentler.

• Rockhaven Sales Advisor will review their community landing page on Mondays and Fridays to confirm all information is correct to include driving directions, map location, phone number, available homes, etc.…

• Rockhaven Sales Advisor will confirm pricing of homes on their community page are accurate and match FMLS/GaMLS/Lotvue/ & IHMS. This must be confirmed weekly.

• Rockhaven Sales Advisor will promote their community and homes in FMLS/GaMLS with Open Houses, Caravans, and verify pricing is 100% accurate at all times as well as the home listing status (active, under contract, etc.…). Once home is clean on exterior and interior, beyond Drywall, Sales Advisor may use actual photos for listing pictures. Sales Advisor must review these pics weekly to replace with new, more updated pics, as the home changes.

Sales VP Holding Sales Advisor Accountable to Marketing Commitment

Social Media (Facebook Posts, Blogs, Instagram Posts and Pinterest)

• Confirm that Rockhaven Marketing Director is creating and posting one post per month on each social media platform.

• Once a week do a social media Video reel ex. Facebook Live, Instagram, etc...

Every week, Sales Advisor will send to Rockhaven Homes VP Sales/Sales Manager their 4 social media posts (1 a video reel) for the upcoming week. These are required weekly and may include any of the following:

• Open house posting every week on Thursday or Friday.

• Promotional flyer for community, home, or event for community.

• 30 second Facebook live video of a unique feature in our homes at community, or of our amenity for community

• Promotional flyer for financing with Preferred Lender and our community.

• Home of The Month Post – 1st week of every month.

• Each Sales Advisor will become an expert in ChatGPT and use it (at least) 3 times a week for use in listings for mls, community information for our website, and even information for our social media posts.

Sales Advisors should also regularly (weekly):

• Create caravans posting weekly every Tuesday.

• Like, share and comment on every Rockhaven Homes post as they are posted with your Sphere of influence and networking groups (Facebook, Instagram, Pinterest, & Houzz). This will help to brand Rockhaven and your community.

• Engage, comment, and like on your community’s local social platforms daily. These social media platforms contacts are to include local businesses, Chamber of Commerce, your community city, and government pages and the top 20 sales agents in your area.

Community Marketing

• Rockhaven Sales Advisor to pick “Home of the Week” to promote in community flyers approved by Marketing Director, as well as in FMLS/Gamls and even social media.

• Rockhaven Sales Advisor is to arrive at the community no later than 15 minutes before posted office hours. Sales Advisor is to unlock model home, per the opening and closing checklist and get office ready for business. Sales Advisor is to drive community to check on community appearance at entrance, inventory, streets, and model home to insure community is looking its best.

• Rockhaven Sales Advisor to partner with Preferred Lenders to generate Community Flyer again to promote in community flyers, FMLS/Gamls, social media.

• Rockhaven Sales Advisor to visit community Schools (Elementary, Middle, High) to know more about each and their impact in the local community. Rockhaven Sales Advisor should join the school’s Facebook page or social media groups to be able to know what is going on in the school district and community.

• Rockhaven Sales Advisor will daily input all Traffic into LASSO, New and Be backs, revise all N Ratings for leads as either A, B, or C designation. Further, Sales advisor will regularly input historical information about each prospect into LASSO under prospect regarding every visit and phone call had with the prospect. This should be entered under the History Tab in LASSO.

• Rockhaven Sales Advisor will check IHMS and Lotvue daily by logging into the websites and verifying their community information to be accurate available spec inventory, ratified contracts, unratified contracts, base and total pricing, lot premiums, etc.…

• Rockhaven Sales Advisor to check local events in the Community area for the purpose of participating when City/County or local business have community functions or town festivities.

• Rockhaven Sales Advisor to check with local Chamber of Commerce and learn of opportunities to promote the Rockhaven Community.

Sales VP Holding Sales Advisor Accountable to Marketing Commitment

• Every Saturday and Sunday, Rockhaven Sales Advisor will verify that our Weekend Directional Signage is in place, per the Directional Map. Every Saturday morning before noon, if signs are missing, the Sales advisor will email signage map with missing or damaged signs circled on the map, to Kristen Dentler and copy VP Sales/Sales Manager. Sales Advisor may also call sign vendor to visit and install missing sign (s). Sales advisor will circle the missing signs and send via email to the sign vendor no later than noon.

• Rockhaven Sales Advisor will weekly confirm all Off-site Signage is in place, with correct information and is erected in good condition is not leaning and is easily visible to oncoming traffic. If the sign needs to be addressed for any reason, Sales Advisor will email Kristen Dentler immediately requesting attention to the sign (s).

• Rockhaven Sales Advisor will consider joining the HBA and SMC to get involved with our Industry events in the Metro Atlanta area.

• Rockhaven Sales Advisor, during explanation of the Rockhaven contract paperwork, will explain our Warranty program, provide the Warranty information link at execution of the Rockhaven contract, and then remind the future homeowners of the Warranty program prior to final walk of their home before closing occurs.

• Rockhaven Sales Advisor will create and maintain a 90-day calendar for Marketing Community event planning. Events such as CE Courses, Holiday Events, Homeowner/Referral events, Realtor & Office events, Grand Opening, final opportunities, and new phase events.

• Rockhaven Sales Advisor acknowledges that Rockhaven will, from time to time, have the Sales Advisor professionally shopped. These shops will be used to review how the Sales Advisor interacts with our prospects and to improve our Sales process with all customers we encounter at the community.

Reviewed and accepted by:

Sales Advisor

VP Sales

Date: _______________________________

Date:

Weekly Community Aged Inventory & Pricing Review Process

Who is responsible: VP Sales

What is the Goal: To ensure we priced properly to gain maximum profit margin per community at all times. Review incentives per community as well to maximize need for absorption pace.

How will we achieve this: Twice a week, review communities Aged Inventory Lists and review Community Competitive Market Analysis to gain insight of the market for each Rockhaven community. Use FMLS and GaMLS market reports as support for our decisions in each community.

Why is this important: Keep Rockhaven competitive to the market to gain maximum profit margin.

Weekly Community Aged Inventory & Pricing Review Process

• Review every Monday and Thursday each Community Aged Inventory for current pricing and incentives

• Comparative Market Analysis reviewed for each Community to understand competition to our Rockhaven community.

• Use FMLS and GaMLS reporting as additional comparisons showing inventory (Active, pending & sold) in each community market.

• During meeting make recommendations for pricing (up or down), incentives, as well as future price increases (if pertinent)

• VP Sales to email to each community, any changes to pricing and incentives plus any releases for the community.

• VP Sales will copy Marketing Director, Purchasing Manager in charge of IHMS with community pricing and release email.

• Sales Advisor then updates FMLS, GaMLS, confirms IHMS changes and in LotVue, as well as website after 24hours of updating FMLS/Gamls.

• Fridays, weekly meeting with VP Sales and Broker to review CMAs for upcoming Monday.

Weekly Sales & Traffic Data on Sundays Process

Who is responsible: Sales VP

What is the Goal: To ensure we have the weekly Sales and traffic (webleads and walkins) before Monday.

How will we achieve this: VP Sales to send email and text each Sunday night recapping Sales and Traffic for the week.

Why is this important: To insure that we know what we have sold during the week by community, and the traffic numbers so that we can assess and compare during our Monday Level 10.

Weekly Sales & Traffic Data on Sundays Process

• VP of Sales receives community reports by 6:00 pm Sunday sales, webleads, and walkin traffic tallied by each community.

• VP Sales runs Lasso report and compares Lasso reported traffic with reports from the communities.

• Once reviewed and deemed accurate, VP Sales forwards email to VP Operations and Marketing Director the Traffic for webleads and walkins showing in Lasso for the week.

• VP Sales then also send group text to Owner/CEO, Broker, VP Operations, and Marketing Director with Sales number for week, broken down by community.

• VP Sales also includes in the group text, conversion ratios for Sales /Total Traffic and Sales / Walkin Traffic. Shooting for 10% ratios on each conversion.

• VP Sales then sends copy of text to Contract Coordinator and Digital Partner for the Sales recap for the week.

Weekly Schedule for VP Sales Process

Who is responsible: VP Sales

What is the Goal: Weekly schedule for visiting Rockhaven Communities and Sales Advisors.

How will we achieve this: Adhere to weekly schedule (as much as practically possible) agenda.

Why is this important: To maintain consistency in visiting active communities and Sales Advisors to carry out community meetings, planned encounters, and one-on-ones with the Sales Team members. Scrutinize our processes and communities in an effort to reach our quarterly Rocks and 7 day action items.

Weekly Schedule for VP Sales Process

• Mondays

9:00 am Hold Weekly Sales Meeting & Sales Advisor Level 10 (on-site & virtual)

12:00 pm & 1:00 Attend 4 Construction & Sales Level 10 meetings.

1:30 pm Hold Weekly Sales & Marketing Level 10 meeting.

If additional time, visit a Rockhaven Community and/or Competitor (3:00-5:00pm)

• Tuesdays—

7:30 am Management Level 10 meeting

10:15 am—Attend Pipeline Meeting

1:00-5:00 pm plan area for visiting Rockhaven Community and/or Competitor.

• Wednesdays

8:30 am—Hold Outreach Committee Meeting

10:00 am Attend Weekly Contracts & Closings Coordinator Level 10 meeting.

11:00 am—Visit Rockhaven Community and/or Competitor.

2:00 pm Attend Digital Meeting to review marketing strategies with Director of Marketing.

3:00-5:00 pm Visit Rockhaven Community and/or Competitor.

• Thursdays

7:45 am—Attend permitting meeting.

8:30 am Hold Sales & Marketing pricing meeting.

11:00 am—attend HOA Information Review for new communities.

12:00 am -5:00 pm Visit Rockhaven Communities and/or Competitors.

• Fridays

10:00-11:00 am Review CMAs with Shirley for each community

12:00 pm Visit Rockhaven Communities and/or Competitors.