DEN Sales & Marketing Overview — 400 W 14th Street Residences

400

14th Street Residences Sales & Marketing Overview

The Narrative

As the center of gravity of Downtown Austin continues to shift north the once peripheral pockets of downtown are burgeoning with life and allure. The Northwest Corridor’s juxtaposition of the close proximity to the Texas State Capitol, the new Texas Capitol Corridor, University of Texas and the neighboring historical neighborhood of Judges Hill gives residents at 400 W 14th the best of both worlds. The access to green spaces is just another attribute that adds value and desirable lifestyle to living in this location. With Waterloo Park’s 11 acres & 1.5 miles of trails, The Shoal Creek Conservancy and the Moody Amphitheatre amongst beautifully curated gardens this thriving neighborhood boasts convenient access to parks and green space.

The proposed community will be the nucleus for Austin’s professional and artistic culture in the Northwest Corridor. As the unofficial Arts District in Austin the Blanton Museum of Art leads the way for artistic culture in the neighborhood. Additionally, with the number of employees and professionals servicing the Texas State Capitol, the new Downtown Courthouse (Phase I and Phase II) and UT reaching almost 10,000, there is high demand for luxury residences and the proposed food & beverage programming.

Our approach will be multipronged and range from highlighting the opportunity to own and live in one of Downtown Austin’s most desirable neighborhoods featuring the existing attributes and the many more on the horizon to the quality and sophistication of 400 W 14th Street Tower.

301 Congress Porch (Image on left provided by Downtown Austin Alliance)

Anchored by the 5-story mural “Where the Wildflowers Grow” by the artist DAAS, the 301 Congress Porch is amid a massive transformation. Putting community-driven design first, this nook of Austin’s downtown is quickly becoming a place for creativity, inspiration, and activity for all.

—ROBERT RODRIGUEZ

Northland Living Co Sales & Marketing Overview

1. General Approach to Project

Unique Selling Propositions

Location

The Northwest Quadrant of downtown is seeing exponential growth within the last three years and was actually one of the first residential neighborhoods to develop highrise condos within downtown.

400 W 14th Street is located at 14th & Guadalupe just two blocks west of the Texas State Capitol.

Walkability to the Central Business District, University of Texas, the new Downtown County Courthouse, the State of Texas Capitol Complex & Waterloo Park

The urbanization of downtown living now appeals to the employees of the Capitol, the new Courthouse and new businesses relocation are looking to go where their employees want to be.. downtown.

The New Downtown Courthouse — approximately planned to consist of 430,000 square feet (over 12 stories) which is extremely beneficial to the retail being proposed for 400 W 14th Street Residences.

Green Space

Waterloo Park has 11 acres, 1.5 miles of trails not to mention the Moody Amphitheatre amongst the beautiful gardens.

Shoal Creek is an 11-mile creek flowing through the heart of Austin, TX. The Shoal Creek Trail, Austin’s oldest trail, remains an invaluable greenway embedded in our quickly changing, urban landscape, providing a pathway for cyclists, walkers and runners.

Close proximity to the southern entrance of Pease Park. Pease Park paralleling Shoal Creek boasts 84 acres of public green space with shaded trails and a rich cultural history.

True Neighborhood

Undeclared arts district with the Blanton Museum of Art, The Contemporary Austin — Jones Center & The Bullock Museums

Cultural corner of downtown with Arturo’s, Ole Mae, Clay Pit, Judges Hill, historical Victorian homes with mature heritage trees along illuminated paved pedestrian promenade.

Phase II expansion of Capitol Complex Corridor is underway following the successful completion of Phase I which relocated 3,400 state employees; Phase II expected to bring 1800 additional employees

Unique Selling Propositions Continued

Project Connect

Austin’s multi-billion dollar investment in the expansion of the Austin public transit system has a proposed subterranean station entrance 1 block north. Excellent transit score of 73

Walker’s Paradise & Public Transit

Walkability score of 90, Biker score of 99

Neighborhood routes with frequent stops - with 14 High-Frequency routes, Cap Metro provides reliable connections throughout Austin. Use the CapMetro App to purchase your fare.

Attractive Downtown Pricing

Attainably priced 1-3 Bedrooms with absolute pricing better than the downtown resale average. Imputed equity due to increased pricing over construction phases

living coupled with locality to Downtown, and Northwest Austin and effortless ownership

Existing Culture & Expanding Neighborhood

Artists and musicians whose influences color the community in classic Austin fashion. Museums, the Texas State Capitol, UT Campus, historical adjacent neighborhoods

Topography

Residents can enjoy a scenic view of the Texas State Capitol, explore all that Waterloo Park has to offer and the beautiful UT campus

Developer

Highlight developer track record and select projects — combination of featured projects with Austin culture and community

Cultural Attributes & Lifestyle

Lifestyle balance of existing in downtown Austin but still somewhat away from the hustle and bustle

The unofficial Arts District boasts the Blanton Museum of Art

Elevated experience at 14th & Guadalupe: Culturally relevant and enriching neighborhood

Architecture & Design

Architecture and Design: One–of–a–kind architecture and interior design,t eam of visionaries and curated partners

Sustainability

Embrace sustainability (EV Chargers, Solar, 4 or 5-star green or LEED)

Additional Campaign & Messaging Strategies

Introduce 400 W 14th Street Residences team to potential community partners and publicize community involvement and benefits to the City of Austin related to 400 W 14th Street Residences

Illustrate the property’s many features by pitching distinct storylines to targeted outlets: design, culinary, urban development, location, technology features, sustainability features and all property highlights (size of residences, views and amenities)

Highlight the benefits of living in Austin (specifically the benefits of living in an area that touches multiple areas of Austin): nightlife, events, festivals, culinary and exercise & fitness activities with pedestrian and bicycle ability being prominent in this location

Illustrate why transplants from the East and West Coasts are flocking to Austin for affordable luxury homes. This also includes: Austin job opportunities (Google, Whole Foods, other tech companies), comparatively affordable Real Estate prices (when compared to CA and NYC) and the no state income tax advantage

Create and manage “hit list” dashboard to prioritize announcements and media outlets

Anticipate and support need periods through promotion of commercial tenants, programming announcements, and other offerings

Communicate the abundance of activities and opportunities living at 400 W 14th Street Residences; museums, restaurants, The New Texas Capitol Complex, The Moody Center, Waterloo Park

Target major market media in geographic regions that historically have best generated travel to Austin; Leverage Global Partners

Integrate public relations activities with other marketing initiatives i.e. advertising, social media, promotions, e–mail marketing and digital media buys

Surpassing All Expectations.

Additional Campaign & Messaging Strategies Continued

Austin: The city is a highly desirable location with a high quality of life, unique culture, growing economy and growing employment opportunities. Examples of aspects of Austin life to highlight in message include:

All cultural and entertainment events and venues unique to Austin to include but not limited to the following: Live Nation @ Waterloo, ACL Fest, SXSW, FI, COTA, UT Sports, Austin Film Festival, The Paramount Theatre, The Long Center for the Performing Arts, Ballet Austin, The Blanton Museum, The Contemporary Museum, Food & Wine Festival, Art City Austin and more (highlighting specific neighborhood staples like the Clay Pit and Arturo’s)

Accessibility of Austin: flights to UK, SF, LA, NYC and more and short travel distance to Houston,

Dallas and San Antonio

Weather: easy winters

Employment opportunities: Google, Whole Foods and other large companies with Austin offices continuously expanding to Austin

Proximity to Downtown: Vibrant neighborhood with all the conveniences of urban living, accessibility to entertainment, shopping, and dining and highly desirable area

Technology: as information becomes available, emphasize technology in place

Details regarding energy–efficient homes

Events: Announcement of event sponsors, preview events and other charitable and community involvement related to 400 W 14th Street Residences

Campaign Objectives

Garner Media Interest and Attention

Our primary objective is to drive media interest in 400 W 14th Street Residences to garner public awareness for living in the new and improved East Riverside Corridor that is now the “It” neighborhood. Residences with editorial coverage in local, regional and national outlets & publications

The parks and green space surrounding Country Club Creek plus close proximity to Downtown, East Austin & the Austin-Bergstrom International Airport are the key factors in this campaign strategy

Drive Sales Inquiries

Build public interest to drive sales inquiries for the development including:

• Website email sign ups to receive additional project information

• In–person visits to sales office

• Social media following 400 W 14th Street Residences

Emphasize Positive Community Relations and Involvement

Introduce Northland Living Co team to potential community partners and publicize community involvement and benefits to the City of Austin related to the 400 W 14th Street Residences development and the Northwest Corridor as a whole

Media Categories

Target Local, National and Regional Media Categories

• Newspapers nationwide–Real Estate writers, travel editors, lifestyle editors, food and beverage editors, and hospitality writers

• National consumer magazines–travel, culture

• Trades–Real Estate, Design, Architecture, Hospitality, advertising, and marketing

• Regional / local television and radio

• Regional local print and online–Real Estate, lifestyle, food and beverage, and culture

Send a steady stream of press materials and make ongoing pitches to local, regional, and national Real Estate, hospitality, travel, lifestyle and culinary media.

• Food Publications: Bon Appétit, SAVEUR, Food and Wine, etc.

• Travel Publications: Travel + Leisure, Condé Nast Traveler, AFAR, etc.

• Architectural Publications: Architectural Digest, Architectural Record, Texas Architect Magazine, etc.

• Design Publication: Wallpaper, Elle Decor, LUX, Modern Luxury Interiors Texas, etc.

• Society Magazines: The Society Diaries, Paper City, TRIBEZA, etc.

• Business Focused Publications: Austin Business Journal, Fast Company, Bloomberg, Wall Street Journal, etc.

• Men’s/Women’s Focused Publications: Esquire, GQ, Details, Glamour, Vanity Fair, etc.

• Lifestyle: Garden & Gun, Southern Living, Sunset, etc.

• LGBT Focused Publications: OUT, etc.

• Luxury Living Publications: Robb Report, etc.

Place emphasis on digital and online media including:

• Travel Websites: Mr. & Mrs. Smith, A Hotel Life, Andrew Harper Yahoo Travel, Tablet, etc. .

• Travel Writers: Millie Kerr, Barbara DeLollis, Peter Greenberg, Jessica Dupuy, Paula Disbrowe, etc.

• Food Bloggers: First We Feast, i am a food blog, BH by a Fox, Serious Eats, A Taste

• of Koko, etc.

• Design Websites and Bloggers

• Real Estate Websites and Bloggers

• Other bloggers as appropriate

Blanton Museum of Art

PR Tactics

1.

Media Story Development and Placement

Proactive pitching is a key element towards driving media coverage for 400 W 14th Street Residences. Find story angles that are distinctive and help capture our share of media attention. Tailor our story ideas specifically to those outlets that can most readily use them and present the ideas to them in a timely fashion, recognizing their lead times.

to develop this idea and what a potential kit could include. PR will build a tier system to identify who receives ideas to help them develop their stories. In addition, create unique mailers for press and VIPs. PR will work with 400 W 14th Street Residences and each level of mailer.

10. Press Release Program

2.

Group Press Trips

Participate in limited targeted group press trips as the project moves along, and press trips will include visiting the sales office while the project is under construction.

For maximum success, the media must receive a steady stream of material, and press releases that provide the opportunity to drive awareness and spur inquiries for home ownership. They will tie into specific events, packages, activities and other facets of 400 W 14th Street Residences.

3.

Individual Media Visits

Many influential media representatives are disinclined to participate in organized press trips due to personal preference or scheduling issues. Individual press trips will be encouraged.

4. Media One–on–One Meetings

Set up desk–side meetings in key markets for DEN Property Group team at targeted publications with storylines created for each market segment.

5. Local Media Event

The purpose of the event will be to update media on happenings at 400 W 14th Street Residences Residences while introducing local and regional media to the distinctive aspects offered.

6. Electronic Media Exposure

Pitch regional broadcast media on key events and strengths, including:

• Trend stories

• Local events

• Neighborhood new developments

7. Promotional Opportunities

Seek opportunities to create productive promotional tie–ins on a national and regional basis. Develop strategic partnerships with those that have similar marketing challenges and reach out to same target markets.

8. Global Leverage Partners

Post to Global Leverage Partners website, social media and consider national digital advertising through DEN partnership with Leverage.

9. Press Kit/VIP Outreach

Create new and exciting press kits with concise factual releases that offer important background information for media as well as DEN Property Group

We will focus on concise, one–to–two–page releases issued to highly targeted segments. We will develop a database of media. These specialized releases and personal pitches are most effective in generating coverage.

11. Editorial Calendar

All major publications schedule destination, feature, and round–up stories well in advance through an editorial calendar. PR can obtain these calendars and compile its own master, computerized editorial calendar by category (examples include creative class, trends in home ownership, luxury living). Each month we can review the upcoming placement opportunities to ensure that property materials are forwarded to meet story deadlines.

12. Crisis Management

Review and update existing crisis management plan to ensure prompt handling of unforeseen contingencies, providing support and expertise needed to manage the media if a crisis strikes.

13. Alignment/Involvement in 400 W 14th Street Residences partnerships

Key Partners:

• Advertising partners

• Vendors

• A nonprofit, or several carefully–selected nonprofits

• Events, galas, festivals, concerts, and fitness events

14. Key Corporations and groups:

• Google

• Real Estate professionals (when decided as needed)

• TBD depending on marketing plans

General Approach to Project

PR Activities

Outreach

to traditional media outlets and community

groups

• Schedule 2–3 meetings during the year with members of the Austin Convention and Visitors Bureau team to discuss partnership efforts.

• Partner with local organizations and participate in their citywide events

Outreach to traditional media outlets

• Use editorial calendars to identify opportunities for highlighting 400 W 14th Street Residences

• Target and provide them with fresh story angles featuring 400 W 14th Street Residences

• Monitor industry trends throughout the year and identify those that can be used to develop story ideas about 400 W 14th Street Residences

• Identify opportunities to develop story angles around holidays and events and other official days/ weeks/months (e.g. SXSW, ACL Fest, F1, etc.)

• Develop story angles about 400 W 14th Street Residences’ architecture and design

News

stories for social media / online magazines / blogs / blasts

• Develop stories about 400 W 14th Street Residences involvement in and support of the Austin community (e. g. charitable group partnerships, citywide events)

• Develop stories that highlight the advantages of buying in Austin

• Work with the DEN’s social media team to determine best practices for utilizing social media influencers to tell the story of the advantages of living at 400 W 14th Street Residences

2. Sales & Marketing Program

Pre-Construction Schedule

Straight to Contract Approach with PreSale Program for Friends & Family and then Investors (approximately 35%)

Pre-Construction Schedule: 1 Year to include Planning & Design + Pre-Sale Program

• Review programming & floor plans, condo docs CIS, HOA Budget, Rules & Regulations

• Update and approve initial pricing model and strategy

• Update and approve marketing budget and timeline

• Outline and approve sales gallery

• Engage recommended company for scale model

• Recommend PR company

• Launch pre-sales website / landing page

• Select & approve sales team

• Personal invites to Investors / Friends & Family

• Encourage buyers to get pre-qualified with preferred lender or provide letter from CPA

Sample Calls To Action:

““The Center of Gravity of Downtown Austin is shifting north.”

Best pricing and pick of the litter / best unit

Pre-Completion Schedule

2 Years Post Groundbreaking

• Full website & social media launch

• Key distribution:

-DEN Databases

-Previous project VIP’s

-Broker Community (local & regional)

-National & International exposure with Leverage Global Partners

• Strategically release residences for sale to create a sense of urgency as well as generate momentum to implement on-demand price increases

• Sales Team to follow up with personal emails and phone calls

• Social Media push across all platforms, as well as a dedicated Instagram page for the project

• On-site signage

• Tours available by appointment only

• Booking Exclusive with ABJ or Austin American Statesman

• Social Media push across all platforms, as well as

a dedicated Instagram page for the project

• On-site signage

• Tours available by appointment only

• Booking Exclusive with ABJ or Austin American Statesman

• Press release(s) regarding website launch, renderings, messaging, events, etc.

• Coordinate and manage milestone events with media coverage: Ground breaking, various construction milestones, topping out

• Bi–weekly calls, schedule reporting dates for project

• Broker Outreach includes:

-Central Austin Realtors (ABoR)

-Top Producers (Heritage Title)

-Elite 25

• Personal Invites to broker and potential purchaser events

• Email Blasts

• Broker Events

Sample Calls To Action: Finish Selection Opportunity Pre-Completion Pricing

Post-Completion Schedule

6 Months (if needed) Closings & Delivery

• Coordinate with selected title company, buyers agents (if applicable), buyers & lenders

• Underwriter coordination following TCO

• Owner move-in event

• Assist in building turnover to HOA

• Organize interest list for Phase II from database

• *Please note this timeline draft will be adjusted based on project milestones and announcements.

3. Target Demographic

Explore The Other Side of Downtown

Buyer Profile

• 65% Primary & Secondary Homeowners, 35% Investors

• Primary age range 30 to 65. Sweet spot 40 years old.

• Anticipated 75%+ will be Austin residents

• Secondary source markets include Houston, Dallas, San Antonio, California, Chicago & NY

• Empty nesters, UT Alumni, Executives within the Texas State Capitol, the Courthouse and medical professionals within the UT Dell Medical Research Center

• Young Families wanting a sense of place / complete neighborhood

• Existing downtown residents looking to upgrade as well as downtown apartment dwellers

• Secondary/tertiary in–town homes for wealthy families with children attending UT

• They are well educated and well-traveled; attracted to a lock-and-leave lifestyle

The Cultured Class

• They are interested in art and the historical aspect of the adjacent neighborhoods

• They want the allure of downtown and it’s walkability but also attracted attractive to the vehicular entrance and egress of this location

• They value culture, history, authenticity, and diversity

• Creative leaders cluster in urban innovation districts across the country

5. Comp Data

6. Fee Structure

Project/ Address Close Price Bed / Bath SF $ / SF

Cambridge Tower

1801 Lavaca St Unit #11HJ $1,495,000 2 / 2.5 2,257 $662.38

DEN Services & Fee Structure Overview

Services Overview

Contractor will act as an extension of the development team and provide feedback on product programming to include, but not limited to, the following:

• Market research

• Analyze and recommend product mix and pricing

• Evaluate floor plates, plan types, and residence layouts

• Consult on amenity offerings, interior finishes, selections and assist with upgrade options

• Provide parking and storage strategy

Marketing and Branding

Celia’s Court

908 Nueces St Unit #28 $775,000 2 / 2 1249 $620.50

Strategy&Planning

• Identify target audience(s) and psychographics

• Assist with sales & marketing plan, budget and timeline to align with Owner’s revenue and absorption goals

• Identify brand layering, co-sponsorship and co-marketing alliances

• Identify sales center strategy, location and design

Outreach & Tools

1700 Nueces St. Condos

1700 Nueces St Unit #203 $330,000 1 / 1 488 $676.23

• Assist with and provide feedback on all marketing, advertising and public relations endeavors to align with target audience(s)

• Brand positioning, messaging and communication platforms

• Brand architecture, naming, visual identity and branded copywriting

• Marketing collateral including brochure, website, advertising, e-blasts and environmental signage

• E-marketing campaigns including teaser campaign

• Advertising, public relations, and social media outreach

The Brown Building Lofts

710 Colorado St Unit #6H & 6G $1,300,000 3 / 3 1907 $681.70

• Execute domestic and international broker and buyer outreach programs including events

• Analyze effectiveness of marketing tactics by traffic source

Linden Case Study

Original List Price

(9/1/20) $1,020,000 $1,195,000 $1,520,000

Increase (9/1/20) $10,000 $25,000 $60,000 Price (2/6/22) $1,030,000 $1,220,000 $1,580,000

Increase (2/6/22) $100,000 $100,000 $200,000 Price (3/8/22) $1,130,000 $1,320,000 $1,780,000 Increase (3/8/22) $185,000 Contract Price $1,130,000 $1,505,000 $1,780,000 Contract $/SF $714 $951 $1,124

DEN Services & Fee Structure Overview Continued

Sales SalesStrategies

• Assist and implement sales strategies to maximize value, absorption and achieve developer goals

• Provide recommendations for dynamic pricing strategies and premium adjustments

• Assist developing and evaluating buyer incentive programs

• Develop broker outreach strategy to include events, incentives, and promotions

• Identify preferred lender(s) and evaluate new financing programs to maximize sales conversions

Management&Operations

• Provide feedback on escrow processing and legal purchase documents

• Define sales processes including tours, reservations, offers, contracts and follow-up programs

• Develop messaging and scripts

SalesTeamStaffing,TrainingandDevelopment

• Recruit, manage and train selected sales team

• Work with sales team regularly to set goals

• Develop compensation program for sales team

Consulting and Retainer

From the Effective Date through the end of the calendar month in which the earnest money contract phase begins, Contractor shall be entitled to a monthly retainer in the amount of $10,000.00 to be paid on the first day of each such month. The earnest money contract phase shall begin when the Contractor occupies the Project Sales Center and Own er has provided sufficient details (such as purchase sales agreements and condo docs showing unit sizes and floor plans) for Contractor to present sales to the general public. The monthly retainer shall terminate upon execution of the contract of the first Unit.

Fee Structure

Type of Transaction

Amount of Unit Commission

Closing of Purchase Agreement(s) for transactions where the purchaser is represented by a cooperating broker 3% of the Purchase Price

Closing of Purchase Agreement(s) for transactions where the purchaser is NOT represented by a cooperating broker 5% of the Purchase Price

Cooperating Brokers

Owner agrees to offer compensation in the amount of a 3% commission on the Purchase Price to any cooperating broker who is licensed to receive such a commission in the State of Texas and represents a purchaser who closes on a Unit.

Advances on Commissions

All Commissions to be paid to Contractor pursuant to this Agreement shall be paid in two installments: (a) 1.0% of the sales price of each of the Units upon a Firm Sale (an “Advance on Commission”) and (b) the remaining balance upon closing and funding. Notwithstanding the foregoing, the Advance on Commission will not apply to Purchase Agreements entered into after completion of the Project. For the purposes of this Agreement, the term “Firm Sale” shall mean the delivery of a complete Sales Package, as determined in Owner’s reasonable discretion, including, but not limited to:

a. the fully executed Purchase Agreement; and b. evidence of receipt of the total earnest money deposit to be made under the Purchase Agreement

The Advance on Commission on the sale of each Unit is to be paid at the end of the month in which a Firm Sale of such Unit is made and credited against fifty (50) per-cent of the Commission due to the Contractor for each Unit at closing and funding until all Advances on Commissions are reimbursed to Owner.

Bonus Commission

In addition to the Base Commission set forth above, the Contractor shall earn a bonus commission in an amount as follows (the “Bonus Commission”): the Contractor shall earn an additional 5% for every dollar that the Adjusted Gross Revenue (defined below) is greater than the initial projected pro forma over TBD ($TBDMM). The Adjusted Gross Revenue is the total revenue generated from sales at the Project, less deductions only for: (I) the cost of furnishings or other personal property for such Units, (ii) all credits as Owner may give to the purchasers with regard to closing costs; (iii) any incentives, leaseback amounts, credits (including closing credits provided to a buyer), allowances or other discounts provided to a buyers by Owner either before or after escrow closes. Notwithstanding the foregoing, no deduction from the Adjusted Gross Revenue shall be made for Owner’s share of closing costs, Outside Agent commissions or any recurring costs of Owner or the Unit purchaser.

The Bonus Commission, if any, shall be paid to the Contractor from separate funds of Owner upon the close of escrow of the last Unit of the Project, or at such earlier time as shall be determined by Owner in its sole discretion.

7. Proposed Marketing Budget

Creative Agency

Consulting/Narrative/Branding/Design (includes website)

Sales Office

Build Out & Furnishings (not including art)

Cost Frequency Budget Spent Remaining

$200,000 1 $200,000 $- $200,000

$550,000 1 $550,000 $- $550,000

Rent and/or Trailer $5,000 24 $120,000 $- $120,000

Scale Model $50,000 1 $50,000 $- $50,000 $720,000

Photography

Original Photography $5,000 1 $5,000 $- $5,000

Drone Photography $5,000 3 $10,000 $- $10,000 $20,000

Website

Project Inspiration Video $5,000 1 $5,000 $- $5,000

Maintenance and updates $10,000 1 $10,000 $- 10,000

Domain $5,000 1 $5,000 $- $5,000

Electronic Brochure $100 24 $2,400 $- $2,400 $22,400

Website Optimization (SEO)

First 3 Months $1,2500 3 $3,750 $- $3,750

Ongoing Campaigns (Next 9 Months) $570 9 $6750 $- $6750

Ongoing Campaigns (Next 12 Months) $500 12 $6,000 $- $6,000 $16,500

Social Media

Social Media Coordinator $3000 24 $72,000 $- $72000

Facebook/Instagram/Mansion Global, etc... Advertisement $5,000 24 $120,000 $- $120,000 $192,000

CRM System

Monthly Subscription $300 24 $7,200 $- $7,200

Setup Fee $2,000 1 $2,000 $- $2,000 $9,200

Phone System

CallRail $200 24 $4800 $- $4800

Strategic Sponsorships

Local Organizations $5,000 6 $30,000 $- $30,000

Public Relations

Strategic Communications $4000 24 $96,000 $- $96,000

Advertising

PPC Campaign

Months 1-18 $1000 24 $24,000 $- $24,000

Print Media (Optional)

Alcalde $- 4 $- $- $-

Robert Rodriguez

Proposed Marketing Budget Continued

Print Media (Optional)

Cost Frequency Budget Spent Remaining

Local Publication (Tribeza, Luxe, Etc.) $5,000 24 $120,000 $- $120,000

Brochures (Print In-House Where Possible)

Main Brochure $15,000 1 $15,000 $- $15,000

Fold-outs, secondary brochures, etc. $10,000 1 $10,000 $- $10,000

Floor Plans (Including Floor Plates, Amenity Decks, Etc.) $10,000 1 $10,000 $- $10,000 $35,000

Branded Merchandise (Swag, Coasters, Etc.) $30,000 1 $30,000 $- $30,000

Direct Mail

Postcards/Mail pieces $5,000 12 $60,000 $- $60,000

Email Campaign

MailChimp Template/Campaigns $200 24 $4,800 $- $4,800

Events

Public Release Event $25,000 1 $25,000 $- $25,000

Private Broker Events $5,000 4 $20,000 $- $20,000

Future Homeowner Events $5,000 4 $20,000 $- $20,000

Sales Center Opening $15,000 1 $15,000 $- $15,000

Broker Presentations $500 24 $12,000 $- $12,000 $92,000

Interactive Media

CG and Visualization

$50,000 1 $50,000 $- $50,000

Interactive Tools (Touchscreen, VR, etc...) $125,000 1 $125,000 $- $125,000

TV's, Computers and Hardware $20,000 1 $20,000 $- $20,000 $195,000

Signage

Design $15,000 1 $15,000 $- $15,000

Exterior $10,000 1 $10,000 $- $10,000

Exterior Wayfinding $10,000 1 $10,000 $- $10,000

Construction $5,000 4 $20,000 $- $20,000

Walkway

Fencing / Art Mural

Super Climber

$5,000 2 $10,000 $- 10,000

$10,000 1 $10,000 $- $10,000

$15,000 1 $15,000 $- $15,000

Stacking Chart $2,500 1 $2,500 $- $2,500

Sales Center

Flowers for Sales Center/Model

Monthly cost for weekly delivery to sales center

$10,000 1 $10,000 $- $10,000 $102,500

$400 24 $9,600 $- $9,600

Proposed Marketing Budget Continued

Closing Gifts

Cost Frequency Budget Spent Remaining

Resident Closing Gift $50 260 $13,000 $- $13,000

Administrative

Office supplies, beverages, ink, paper, etc. $500 24 $12,000 $- 12,000

Thank you cards, stationery, etc. $250 24 $6,000 $- $6,000 $6,000

Contingency

Contingency Amount $200,000 1 $200,000 $- $200,000

TOTAL MARKETING BUDGET $2,314,800 $- $2,314,800

Letter from the Partners

—BAILEY & BRYAN

Tony, Kevin & Pawel,

Thank you for the opportunity to work with you and your team. The following is a brief overview of DEN. Collectively, the DEN team has decades of project experience in the Austin market & beyond. Over the years we have curated an all-star lineup of dedicated sales concierges with experience in condominium sales and those associated with every notable hotel brand from Four Seasons Residences, W Austin Hotel & Residences, Austin Proper Hotel & Residences as well as the Saint Cecilia Residences.

We have deep roots in Austin with authentic, local relationships to help curate the first round of buyers that is critical to the success of any project. Further, we have the additional benefit of global reach through our exclusive partnership with Leverage Global Partners.

We work with our developers to help build and promote strong brands, create narratives and deliver the most compelling sales and marketing approach specific to the project. DEN will deliver a highly effective pre-sale program coupled with a powerful, proven on-site sales system. DEN also prides itself in being in tune with the changing preferences of buyers, being plugged in with a local network of the top-tier, creative resources and having access to numerous local and international networks of discerning clientele.

We are fortunate to have been able to create and refine best practices as well as create a great legacy of successful projects. In short, our goal is to represent your best interests as well as to protect and maximize your return on investment (ROI). This approach will ultimately lead to establishing a legacy for your project, not only in today’s market but as part of Austin’s heritage.

We look forward to partnering with you and your team on this endeavor.

Our job is to represent your best interests...period.

With Gratitude, Bryan Cady, Co-Founder + Broker Will Steakley, Co–Founder

Bailey Tipps, Partner

Jonny Rodgers, Partner

Welcome to DEN

DEN members have launched and completed dozens of multi-unit condominium projects over the past decade. We excel in generating onsite appointments through our focused online efforts; however, we thrive on the sales floor. In short, we are closers.

DEN leverages its partners’ experiences and resources to plan, execute and market premier residential properties. The team has individually marketed and sold residences from Austin to Downtown Dallas to Ft. Worth, spanning various markets in Texas.

We create and strategically use the latest modern tools from in-house website development to search engine optimization; however, our success is derived from our legacy of relationships that start with a handshake and continue beyond the transaction.

The majority of home buyers use the Internet to begin their home search. Accordingly our primary advertising focus will be online; however online traffic alone does not lead to sales success. The goal of our online advertising efforts is to generate appointments. If qualified, our appointment–to–contract conversion ratio is unparalleled. In other words, we excel at converting online leads into closed transactions. See Full-Spectrum Approach.

To maximize sales velocity to capture the highest return on your investment through our collaborative & thoughtful sales & marketing approach.

For approximately a decade, the DEN Developer Division team has been putting clients first and exceeding expectations. Our design, sales and marketing teams collaborate to deliver expert support for every development from pre-construction until well beyond the final sale. Through our comprehensive process, we help builders and developers build powerful, recognizable and successful brands to create a sense of place.

We are a dynamic team with a combination of experience, knowledge, passion for service, and an entrepreneurial spirit. In short, we are master storytellers that specialize in creating and driving powerful narratives that deliver the exceptional and leverage our strategic networks to maximize every opportunity for our clients.

We work with clients to develop turnkey strategies from start to finish – compiling the latest market intelligence from our day-to-day experience with buyers and sellers, translating it into actionable knowledge and using these insights to develop a

strategic plan. Our coordinated efforts go beyond basic residential sales as we work closely with the decision makers to stay abreast of changing market conditions and demands in order to achieve rapid and successful sales.

It is our continued commitment to offering the highest level of service to our developer partners. In doing so, we have a track record of achieving maximum profits while creating vibrant communities that deliver exceptional value.

DEN has comprehensive expertise in the multifamily and mixed-use space. The condominium buyer and single-family home buyer are two very different demographics. Our in-depth knowledge of the common ownership product, construction methodology and design elements as well as our unique sales and marketing systems cannot be easily taught or replicated.

We foster relationships through recognition of the human element, handling objections and fears and by creating enduring client relationships.

Saint Cecilia Residences | Austin, Texas

Four Seasons Residences | Austin, Texas

We work with the best projects, clients, talent & practices to help everyone achieve success.

Proven Success

DEN members have launched and completed dozens of multi-unit condominium projects over the past decade. We excel in generating onsite appointments through our focused online efforts; however, we thrive on the sales floor. In short, we are closers.

Experience

DEN leverages its partners’ experiences and resources to plan, execute and market premier

residential properties. The team has individually marketed and sold residences from Austin to Downtown Dallas to Ft. Worth, spanning various markets in Texas.

Technology + Tradition

We create and strategically use the latest modern tools from in-house website development to search engine optimization; however, our success is derived from our legacy of relationships that start with a handshake and continue beyond the transaction.

Advertising

The majority of home buyers use the Internet to begin their home search. Accordingly our primary advertising focus will be online; however online traffic alone does not lead to sales success. The goal of our online advertising efforts is to generate appointments. If qualified, our appointment–to–contract conversion ratio is unparalleled. In other words, we excel at converting online leads into closed transactions. See Full-Spectrum Approach.

Electronic Documentation

This helps to decrease transaction cycle times, reduces costs, and allows the contract process to be conducted with ease and accuracy from any computer or mobile device, day or night.

Full-Spectrum Approach

From upfront brand development, floor plan analysis, design & programming and marketing campaign creation through pre-sales, on- site sales and closing, we provide guidance. We collaborate in all aspects of the sales and marketing process from branding, marketing budgets to fully-integrated marketing programs. The DEN team knows how to manage the most discerning customers from initial contact through move-in as well as legacy events beyond closing. We know what motivates buyers and their key criteria. DEN will leverage this experience and knowledge as your full-service sales & marketing partner.

Less Risk

We know the process, so there is no learning curve. We have defined and redefined processes of multi-unit sales with proven results. To achieve the necessary momentum required for pre-sales there is no margin for error. Your ROI will be protected.

Local Partners

DEN has an in–house design team as well as a strong network of local creative partners from PR to event management to graphic design that plan, execute and market premier residential properties. These groups have developed some of the strongest brands in Texas.

Exclusive Commitment

DEN will put our best marketing and real estate professionals on your project team. The initial consultant team will be Bryan Cady, Will Steakley and Bailey Tipps during the brand development and up-front marketing phase and further include at least 2-3 DEN associates that YOU choose and will be dedicated to the sales–to–closing phase. Other team members will be added as needed with your input.

Global Reach

DEN Property Group is the exclusive partner with Leverage Global Partner in both Austin and Dallas. Leverage Global Partners differentiates itself from existing international luxury real estate associations by carefully vetting each potential member in terms of their market leadership, exceptional service and accountability, offering membership to only one independent brokerage company per community and providing members with media access for their properties through its robust public relations outreach. In addition, Leverage promotes unique real estate developments around the globe.

Leverage has the infrastructure, the public relations backing and the platform to enable members to conduct business beyond their geographic boundaries while ensuring the autonomy and independence they thrive on. Leverage currently has members in numerous vibrant communities around the world, including California, Colorado, New York, Florida, Hong Kong, Shanghai, Cannes, London, Tokyo and Bangkok, and are rapidly expanding our membership base.

Sales Gallery

DEN has three office locations in Austin, Texas located at the W Hotel, West Lake as well as Rainey Street that can potentially serve as temporary sales galleries during the construction process.

We are just as passionate and knowledgeable as our clients.

LOCAL RELATIONSHIPS

Our founding partners have a strong boot-print in the Austin market. Collectively they have decades of project experience being trailblazers that have shaped the rapid growth of the development market in Austin, Texas and beyond.

Establishing connections for years, we have built enduring relationships while securing a strong fellowship within the brokerage community. This has been key in the success of our portfolio of projects. Our outstanding sales and marketing efforts and relationship based approach help us

source crossover buyers, establishing a legacy of successful

Whether you’re a DEN client or friend, our developers are well served by the many resources we have spent years cultivating. Throughout the entire process of the project, we leverage our longstanding partnerships, from capital market partners to vendors, laying the foundation for success and ultimately establishing your project’s legacy, not only in today’s market, but as part of Austin’s heritage.

We curate the first round of local buyers that sets the stage for success.

projects.

DEN’s strong understanding of the product and depth in the marketplace has led to a highly successful pre–sales campaign and execution.

—REGER HOLDINGS

We offer design, marketing & sales services from concept to closing & beyond.

We create and strategically use the latest modern tools from in-house website development to search engine optimization (SEO); however, our success is derived from our legacy of relationships that start with a handshake and continue beyond the transaction. We focus on not only understanding neighborhoods, but understanding process, negotiation, lifestyle, architecture and defining a comprehensive strategy based upon your needs. We offer the following services including principal involvement throughout the entire sales process and beyond:

Sales

Market Knowledge & Direct Buyer Experience

Pre-Construction & Off-Site Marketing Campaigns

On-Site Sales Program including Model & Sales Gallery Design Consultation

Advanced CRM including Reporting, Proven Sales & Follow-Up Processes

Broker to Broker Outreach Programs

Electronic Contract Management

Closing Coordination &Post-Closing Engagement

Saint Cecilia Residences | Austin, Texas

Defining narratives. Curating buyers.

Deeply rooted in Austin, DEN has a long established reputation, synonymous with authenticity and our clients’ best interest.

For approximately a decade, the DEN Developer Division team has been putting clients first and exceeding expectations. Our design, sales and marketing teams collaborate to deliver expert support for every development from pre-construction until well beyond the final sale. Through our comprehensive process, we help builders and developers build powerful, recognizable and successful brands to create a sense of place.

We are a dynamic team with a combination of experience, knowledge, passion for service, and an entrepreneurial spirit. In short, we are master storytellers that specialize in creating and driving powerful narratives that deliver the exceptional and leverage our strategic networks to maximize every opportunity for our clients.

We work with clients to develop turnkey strategies from start to finish – compiling the latest market intelligence from our day-to-day experience with buyers and sellers, translating it into actionable knowledge and using these insights to develop a

strategic plan. Our coordinated efforts go beyond basic residential sales as we work closely with the decision makers to stay abreast of changing market conditions and demands in order to achieve rapid and successful sales.

It is our continued commitment to offering the highest level of service to our developer partners. In doing so, we have a track record of achieving maximum profits while creating vibrant communities that deliver exceptional value.

DEN has comprehensive expertise in the multifamily and mixed-use space. The condominium buyer and single-family home buyer are two very different demographics. Our in-depth knowledge of the common ownership product, construction methodology and design elements as well as our unique sales and marketing systems cannot be easily taught or replicated.

We foster relationships through recognition of the human element, handling objections and fears and by creating enduring client relationships.

We have the talent & access to talent; however, you decide who your sales team is.

Over the past decade we have assembled a best-in-class team with project sales experience including but not limited to Austin Proper Hotel & Residences, Saint Cecilia Residences, The Linden Residences, the Guild Lofts, W Hotel & Residences and the Four Seasons Residences.

Bryan Cady, Co-Founder

Bryan has successfully launched numerous projects including but not limited to: Linden Residences, Saint Cecilia Residences, 70 Rainey, Austin Proper Hotel & Residences, The South 5th & more. Bryan’s architectural insight is utilized across every phase of the development process.

Will Steakley, Co-Founder

Native Austin venturer & co-founder Mr. Steakley consistently ranks one of Austin’s top real estate producers, and has over $500M in closed transactions. With a strategic focus on downtown and timeless architecture.

Bailey Tipps, Partner

Bailey’s move to Austin over four years ago at the ground breaking of the Block 21 Project as well as living downtown since has provided his breadth of knowledge amongst competing and neighboring properties. Bailey opened the first W Hotels property to combine hotel and residences.

Kristin Armenia

As DEN’s Director of Developer Relations, Kristin provides our developer clients with personalized service & hospitality at every turn. Kristin began her real estate career in New York City. After relocating to Texas, she has jumped into Austin’s fast paced development market, quickly becoming an asset to DEN’s Developer Division.

Kelly Porter

With over ten years at DEN, Kelly is a native Texas takes part in all things accounting and project management. Kelly is proud to call Austin home, where she resides with her husband and children.

Emily Lottman

Emily’s goal as Director of Client Experience is to wow our clients at every turn. She is able to leverage her strong organizational skills, analytical know-how, attention to detail, and relational management foundation across all roles.

In the fast-paced, technology-centered world, we leverage social media and recognize the role that it plays in real estate, business and in building relationships with clients. With our robust digital strategy, we stay in front of social media trends and we strategically promote properties on dominant outlets such as Instagram, Facebook, and Twitter.

Since Leverage Global Partners is allied with the most respected media outlets worldwide, your property can be viewed and experienced by an international audience with buying power.

Additional offering from Leverage. Complete media exposure for properties includes: WSJ.com, RobbReport.com, WashingtonPost.com, Barrons.com, Barrons.com/PENTA, and MarketWatch.com, PropGoLuxury.com and FinancialTimes.com and Juwai.com. *All $1M+ listings will also be featured on WSJ’s MansionGlobal.com and affiliated channels.

Bryan Cady, Co–Founder + Broker 512.731.7489 | bryan@denpg.com

Bailey Tipps, Partner 214.208.5178 | bailey@denpg.com

Kristin Armenia, Director of Developer Relations 646.263.8595 | kristin.a@denpg.com

Thank you for the opportunity. We look forward to working with you.