Woodcrest Development

Columbia Run Townhomes Marketing Plan

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 D.C. Real Estate • RLAH has been the featured real estate columnist

for PoPville, the Districts most read local blog.

• PoPville is a daily/hourly must-read for those who want to be in the know and is, often, where the news gets their neighborhood news.

• RLAH produces two weekly columns at minimum; “Fresh Finds” and “DC Open House List” • 55,000 average unique pageviews each week

Targeted Mail Campaign

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

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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 local blogs PoPville and 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 300+ 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 #rlah

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

Kirby Mitchell Kirby Mitchell is a full-time REALTOR® licensed DC, MD & VA. Born in Berlin Germany, at a young age Kirby relocated to the DMV area where she was raised and planted roots. Here she fostered a vast knowledge of residential neighborhoods and a passion to promote a positive impact within the community. With over 10 years of sales experience, Kirby’s background along with her superior knowledge of local markets makes her a single point of contact for all your real estate needs. Kirby’s clients can count on her personal involvement in every aspect of their transaction and have full confidence that their interests will be represented diligently.

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

• • • • • Justin Levitch - President

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

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, 2020 so far 300 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