1201 North Quinn St Marketing Plan

1201 North Quinn Street Marketing Plan

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COLOR PALETTE - MAIN CORNER PERSPECTIVE

Marketing We pride ourselves on having a distinctly different approach to marketing. We focus on the property and the story it tells. We will not only invest significantly in your property, to ensure that is sells for the highest amount the market will support, but also in your business.

RLAH celebrates our assertion as the DC Metro’s Top Locally Owned, Boutique Brokerage. We are the only firm that operates so nimbly and can steer the course of marketing to meet the needs of each individual property we represent, without red-tape and large corporate oversight.

Staging Staging is a crucial element in drawing out the features and the highest and best use of a property. We not only make the property look attractive, we also want to prioritize how buyers visualize challenging spaces, the spaces that truly benefit the most from staging, and how to maximize their living environment.

Photography Our photo shoots are directed by our firm’s in-house photographer, Raul Rivero. With careful consideration as to how the photos will convey the property not only in print and on the property website, but also the multiple listing service and the thousands of other websites we syndicate to. Raul will capture the story of this property through his lens.

Videography Video, used well, can be used to accentuate the visual marketing of your property. Our intention is to highlight the project using video in multiple ways: •Model Unit •Time Lapse from Best View •Entry to the property •Exterior •Neighborhood •Other identified Areas of Interest

Brochures A “perfect bind” booklet will be prepared with a textured cover that will include unit specific details, photographs and the floor plan to be given to prospective buyers. Our intention is to deliver a marketing piece that is “too nice to throw out”.

Virtual Reality Tour Utilizing Matterport, we’ll include media that allows for walking through the properties.

Buyers will be able to get the “feeling” of the space. We will also purchase and brand "Google Cardboard" viewers. These viewers are an opportunity to deliver a package with a viewer, marketing collateral and instructions on how to access the tour to our target audience.

The Voice of Arlington Real Estate • Eli has been the exclusive real estate columnist for ARLnow for the last 4.5 years writing ~225 original, local real estate columns every week during that time • ARLnow generates 340,000 unique site readers per month, most being Arlington residents and professionals • 55,000 average unique pageviews for each Ask Eli Column

Targeted Mail Campaign

We pinpoint likely buyers not only geographically but also demographically through Accudata® . Mail that gets to the point quickly can catch the attention of the intended audience and build awareness .

Value-Poin

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Exterior Signage

Utilizing Storytelling Best Practices Consumers are 22 times more likely to retain a story than a fact. A list of statistics and numbers might confuse or overwhelm our audience if they aren’t paired with a memorable story.

When selling real estate, there needs to be a story to tell. If the narrative is missing, it could be more difficult for home buyers to build interest in the property.

Stories create a personal connection between home buyers and the property, transforming the house buying process into an exciting journey of finding a perfect home. As client leads move through this journey, they’ll build a strong connection with your brand in the process.

We Hire Copywriters

Coming Soon Strategy Before we even list the home for sale, we can build a buzz with a "coming soon" campaign, since everyone wants to be the first to know about anything, especially a potential new home. We entice the public with the reach provided by ARLnow. Giving our internal database first access might even get the home sold before listing, and can start a conversation about what potential buyers in our database are looking for. Our database will also be thankful for the chance to get a sneak peek.

With recent industry rule changes, our competition isn’t able to offer this service as fullfledged as we are to potential buyers. Our online reach and influence, our firm’s collaboration among 250+ agents and leadership’s constant drive for differentiation leads to weekly success stories with our “first look” and “additional inventory” advantage.

Get feedback, build buzz, deliver value

From Splash Page to Full Website

While construction is taking place, we’re marketing and building the complete website to stay steps ahead building an audience

Social Media We have a consistent social media strategy through multiple voices and channels. We have the ability to get eyes on a property very quickly and we deploy methods to capture information of interested parties through one-click registration and linked landing pages. When we promote a subject property on social media our effective, local reach is second to none

We Never Stop Building Buzz With Our Email Campaigns Once our audience members give their email address through a Facebook ad, listing page, or our website, we strategically send follow-up emails that create a personal connection. We lead with value and think about what information is most important to them, depending on what stage of the home buying process they’re in.

Our social media channels are meant to grow our audience and build our influence, while our email marketing efforts are focused on generating more sales. This strategy makes sense because email marketing is nearly 40 times more effective than social media platforms in making a sale.

Potential home buyers need to feel nurtured in the process, and when they give us their contact information, they’re hoping that we’ll supply them with the education and information to help them find and successfully close on their dream home.

3D Models

Neighborhood Highlights

Future content email options during construction:

Immediate Gratification

How we keep them engaged Finish Selections

Construction Milestones

Daeho & John, Thank you for the opportunity to support the sale of 1201 Quinn.

We are strong producing agents that have strategically grown our businesses with the support of our brokerage’s visionary leaders and resources. Having different verticals in our businesses, playing to our strengths, and knowing how to balance those pieces has fueled the growth in our portfolios and our passion. We think this translates to an authentic approach that we wholeheartedly believe in.

We are not a fixed real estate team stacked with a one size fits all approach. We are intentionally not large teams. Rather, we focus on strategic service offerings. This allows us to avoid the pitfalls of large teams that plug in junior members on critical pieces that seasoned agents should be handling.

This strategic team is being assembled specifically for 1201 Quinn. This project is unique, the timing to come together is right, and we know our capabilities will compliment your outsale and experience goals. From our perspective, this is not a project to apply a formula to. Applying best practices for efficiency, yes, but we will take the time to understand all components of this rollout. Dynamic projects like this inevitably face obstacles. Our commitment to tackling them with you will ensure the unexpected does not push us off track. When we partner, your goals are ours, and so are the challenges.

Hartford Venture & Capital has a strong portfolio and we hope to partner on the offering of another great project in the DMV! In the meantime, we hope this introduction, and the following summary gives you an idea of the customized team that we are assembling.

Eli Tucker

• Since 2019 Eli has ~$30M in closed or pending sales in Arlington, ~$16M

from condo sales • Eli Residential Group ran front-end sales for Pierce Court in 2018 and 2019 • Eli’s team includes three other full-time agents, all of whom were heavily involved in sales for Pierce Court • Eli has been the exclusive real estate columnist for ARLnow for the last 4.5 years writing ~225 original, weekly, local real estate columns • 55,000 average unique pageviews for each Ask Eli column • ARLnow generates 340,000 unique site readers per month, most being Arlington residents and professionals • Using the ARLnow column, Eli closed four sales in Trafalgar Flats in 2018 (new condo building along Columbia Pike) and has four clients under contract at 2000 Clarendon (new condo building in Courthouse) with two more waiting for the top floor release • Eli has 50+ emails from interested Pierce Court buyers and 30+ emails from interested 2000 Clarendon buyers, many have not purchased and have expressed interest in 1201 Quinn

K+P Group

Katherine Krevor Pfashema Faber

• In prior lives, K+P were a management consultant and a commercial lender. Those

skillsets help drive and grow their business today and have been critical to our development business which has grown through strategic relationships with private lenders, referrals, market knowledge, and their role as development marketing agents from start to finish • $25M in closed sales in 2019 with $8M closed and active already in 2020 Q1 65% of business is Sellers with 35% Buyers • 1151 Oates Street NE (3 units that will be listed within next 90 days and expected outsale of $3M) - this is a project that thee team is personally developing • 820 Kennedy Street NW (6 units selling out over $3M) - highest priced condos in Brightwood sold to date.

• 1120 Orren Street NE (2 units selling out ~$1.5M) - sold for a private lender that took over for a non-performing borrower, highest priced condo conversion sale in Trinidad in Spring 2019 • 731 Fairmont St NW (2 units - under contract, sell out will be ~$155.M) - first time borrower, K+P were engaged with the developer on the project for 2 years from revising the floor plans to selecting the finishes to ensure target outsale goals were hit despite the obstacle that there is less demand for this kind of condo conversion product. Both units closing at and over list price. Generated 7 offers in total and strategically negotiated to have the strongest and best offers ratify

RLAH’s Principal Partnership • 7th generation Washingtonian who graduated from George Washington University in 2000 and received his J.D. from the Columbus School of Law in 2003 • Vice President of Paragon Title from 2004-2012 • Past serving member of the GCAAR Board of Directors • Past chair of the local Forms Committee • Currently serves on the Bright MLS Executive Board of Directors

Jason Sherman - CEO

• Joined his family’s real estate team after earning his Entrepreneurship Degree from

University of North Texas in 2006 • Coldwell Banker Plano, TX #1 Agent, Units Sold, 2009 • Installed as Coldwell Banker NRT’s youngest Managing Broker in the U.S. 2010, #1 Ranked office in DFW region December 2012 • Past serving member of the MetroTex and GCAAR Board of Directors • As Past chair of MetroTex Young Professional Network, awarded “Network of the Year”

by National Association of Realtors 2012

Justin Levitch - President

RLAH Quick Facts • Established September 2012 as Real Living At

Home • Parent franchise purchased by Berkshire Hathaway in October 2012 • Awarded #1 Franchise in the network 2015, 2016, 2017, 2018, 2019 • Named a Washington Business Journal Fastest Growing Company 2018, 2019 • Over $1Billion sold in 2019 • 250 Sales Associates, 25 Staff • 6 strategically located Regional Offices (Arlington, Chevy Chase, Dupont, Georgetown, H Street, Park Potomac)

Denotes Staff Assigned to This Project

Marketing We pride ourselves on having a distinctly different approach to marketing. We focus on the property and the story it tells. We will not only invest significantly in your property, to ensure that is sells for the highest amount the market will support, but also in your business.

RLAH celebrates our assertion as the DC Metro’s Top Locally Owned, Boutique Brokerage. We are the only firm that operates so nimbly and can steer the course of marketing to meet the needs of each individual property we represent, without red-tape and large corporate oversight.

ARLINGTON•CHEVY CHASE•DUPONT CIRCLE•GEORGETOWN•H STREET•PARK POTOMAC