Sales & Marketing Plan for Bell Works Townhomes

Real Estate’s FOREVER BrandSM

Sales & Marketing Plan Bell Works Townhomes

Sales Plan Berkshire Hathaway HomeServices Starck Real Estate isn’t just another real estate brokerage; we’re your trusted partner, dedicated to understanding your unique goals and exceeding them.

Our proven track record speaks for itself, built on a foundation of data-driven strategies, innovative marketing tactics, and an unwavering commitment to client satisfaction.

This sales plan is a roadmap to success. We’ve meticulously analyzed the market, identified your target audience, and developed compelling messaging that resonates with their desires and aspirations. Our strategic marketing initiatives will not only generate leads but cultivate qualified buyers who are eager to call The Bell Works Townhomes their own.

Throughout this journey, transparency and collaboration are paramount. We’ll work hand-inhand with Somerset Development, keeping you informed every step of the way. Regular progress reports, data-driven insights, and open communication ensure that we’re aligned towards a shared goal: selling out The Bell Works Townhomes quickly and efficiently.

OVERVIEW The Bell Works Townhomes development is the residential component of a mixed-use development in Hoffman Estates consisting of a total of 164 townhomes. 155 units will be the 2,075 square foot Unit A floorplan. The remaining 9 units are the 2,513 square foot B floorplans. We will begin sales for Bell Work’s Townhomes in April from plans. The first occupancy is expected in late 2024.

The location, design and amenities of The Bell Works Townhomes represent a refreshing and unique new lifestyle choice for prospective home buyers.

The development is truly in the middle of it all. Within the Bell Works office plaza there is The World’s Fair restaurant, Bell Street Brewing, FitLab and more amenities to come. The development is a 45 minute commute from downtown Chicago, 20 minutes from O’Hare, 40 minutes from Rockford, 10 minutes from the Palatine Metra station and 2 minutes from the entrance to I-90.

Located in the Barrington 220 school district, these townhomes will be in high demand with families with children.

Area amenities also include: • AMC Theater • The Arboretum • Now Arena • Highland Woods Golf Course • Woodfield Mall

GOALS 1. Provide an overall pricing strategy to be competitive in the market.

2. Provide package upgrades so the consumer can personalize to meet their taste and touches.

3. A sales team will be identified who are knowledgeable about the area market, community and the project. This residential community is attracting a “Lifestyle” like no other community.

SPECIFICATIONS Unit A - 2,075 SF • A1: 3 bedrooms with a flex room on the lower level with a half-bath • A2: 3 bedrooms with 2 bedrooms up and the 3rd one on the lower level with a full bath.

• 2.5 bath - 3.5 bath • 2 car garage Unit B - 2,513 SF • B1: 3 bedrooms with a flex room on the lower level with a half-bath • B2: 4 bedrooms with 3 bedrooms up and the 4th bedroom on the lower level with a full bath • 2.5 bath - 3.5 bath • 2 car garage

HEATER

SOFFIT

UP

Flex UP

1/4" = 1'-0"

Level 1 Unit Plan

Porch CONCRETE

12" 1R/1S

8' - 0" CLG. H.S.

Entry

Stor

Porch 50 8 S F 493 SF (GARAGE)

8' - 0" CLG. H.S. 19' - 6" X 16' - 6"

W.H.

TRASH / RECYCLE

CONCRETE

12" 1R/1S

8' - 0" CLG. H.S.

Entry

A.H.

HEATER

8' - 0" CLG. CONCRETE 23' - 1" X 20' - 7"

BENCH

SINK

Kitchen

8' - 0" CLG. H.S. 19' - 10" X 26' - 8"

Great Room

30" VAN

REF

DN

9' - 0" CLG. H.S. 5' - 6" X 5' - 4"

Pwdr

9' - 0" CLG. H.S. 23' - 1" X 16' - 5"

RANGE W/ MICRO HOOD

UP

18" 3S

1/4" = 1'-0"

Kitchen

DW

9' - 0" CLG. H.S. 19' - 10" X 14' - 10"

Living Room

Pantry

UP

12" 2S

OPTIONAL FIREPLACE 30" VAN

DN

9' - 0" CLG. H.S. 5' - 6" X 5' - 4"

Pwdr

OPT. OFFICE

Level 2 Unit Plan - Centered Kitchen Option

998 S F

Dining

9' - 0" CLG. H.S. 17' - 3" X 18' - 1"

SINK

REF

Balcony 23' - 8" X 6' - 0" WOOD DECKING

9' - 0" CLG. H.S. 23' - 1" X 10' - 1"

RANGE W/ MICRO HOOD

PANTRY

Unit B - 2,513 SF 3-BR / 2.5-BA / 2-Car Garage

1/4" = 1'-0"

DW

60"x110" DOUBLE LOADED ISLAND

Level 2 Unit Plan - Corner Kitchen Option

998 S F

Balcony 23' - 8" X 6' - 0" WOOD DECKING

The drawings presented are illustrative character and design intent only, and are subject to change based upon final design considerations (i.e. applicable codes, structural, and MEP design requirements, unit plan/floor plan changes, etc.) © 2024 BSB Design, Inc.

1/4" = 1'-0"

Level 1 Unit Plan - Bed Option

50 8 S F 493 SF (GARAGE)

8' - 0" CLG. H.S. 16' - 0" X 11' - 1"

Bed 3

Bath 3

42" VAN

9' - 3" X 5' - 1" H.S.

Stor

WIC

W.H.

CUBBY

5' - 3" X 5' - 1" H.S.

A.H.

Mech CUBBY

2-Car Garage

12" 1R/1S

LINE OF WALL ABOVE

41' - 0" 1' - 0"

Mech

12" 1R/1S

32"x60" TUB/SHOWER

60"x144" DOUBLE LOADED ISLAND

LINE OF BALCONY ABOVE

43' - 0"

24' - 0"

Level 3 Unit Plan

Bed 2

Laundry

12" 1R/1S

WIC 9' - 0" CLG. CARPET 6' - 9" X 8' - 11"

Hoffman Estates, IL

9' - 0" CLG. CARPET 16' - 0" X 14' - 3"

9' - 0" CLG. CARPET 5' - 5" X 5' - 4"

WIC

9' - 0" CLG. CARPET 11' - 4" X 10' - 6"

9' - 0" CLG. H.S. 6' - 5" X 5' - 8"

Bed 1

9' - 1" X 8' - 1" H.S.

Bath 1

72" VAN

11' - 6" X 5' - 7" H.S. 66" VAN

Bath 2

12" 1R/1S

1007 S F

1/4" = 1'-0"

Bed 3 9' - 0" CLG. CARPET 11' - 5" X 14' - 0"

36"x60" SHOWER

32"x60" TUB/SHOWER

1/30/2024

Bell Works Townhomes

1' - 0"

24' - 0"

12" 1R/1S

24' - 0"

LINEN

24' - 0"

43' - 0" 1' - 0"

12" 3S

9' - 0" CLG. CARPET 9' - 5" X 12' - 5"

Bed 3

1/4" = 1'-0"

Bath 1 72" VAN

9' - 0" CLG. CARPET 12' - 0" X 15' - 0"

Bed 1

12' - 0" X 5' - 5" H.S.

Level 3 Unit Plan

8 31 S F

36"x60" SHOWER

Bath 2

Bed 1 9' - 0" CLG. CARPET 12' - 0" X 15' - 0"

Level 3 Unit Plan

8 31 S F

72" VAN

LINEN

12' - 0" X 5' - 10" H.S.

Bath 1

LINEN

8' - 6" X 8' - 7" H.S. 42" VAN

36"x60" SHOWER

1/4" = 1'-0"

Bed 2

20' - 0"

9' - 0" CLG. CARPET 13' - 1" X 12' - 7"

32"x60" TUB/SHOWER

Unit A - 2,075 SF 2-BR / 2.5-BA / 2-Car Garage

9' - 0" CLG. CARPET 6' - 9" X 8' - 11"

WIC

DN

12" 1R/1S

9' - 0" CLG. CARPET 9' - 4" X 14' - 6"

32"x60" STACKED TUB/SHOWER LINEN W/D

6' - 0" X 9' - 2" H.S.

Bath 2

12" 1R/1S 42" VAN

The drawings presented are illustrative character and design intent only, and are subject to change based upon final design considerations (i.e. applicable codes, structural, and MEP design requirements, unit plan/floor plan changes, etc.) © 2024 BSB Design, Inc.

1/4" = 1'-0"

Level 3 Unit Plan - End Unit

36"x60" SHOWER

42" VAN

Bed 2

43' - 0" 1' - 0"

20' - 0"

WIC

9' - 0" CLG. CARPET 6' - 9" X 8' - 11"

WIC

DN

9' - 0" CLG. H.S. 5' - 7" X 7' - 1"

Laundry

12" 1R/1S

9' - 0" CLG. CARPET 5' - 7" X 8' - 7"

43' - 0" 1' - 0"

1/30/2024

Hoffman Estates, IL

Bell Works Townhomes

CUBBY

Bath 3

Stor

8' - 0" CLG. H.S. 12' - 0" X 11' - 1"

Bed 4

8' - 0" CLG. H.S. 9' - 7" X 5' - 1"

Level 1 Unit Plan - Bed Option

42 2 S F 411 SF (GARAGE)

1/4" = 1'-0"

BENCH

45" VAN

HEATER

UP

Entry

1/4" = 1'-0"

422 S F 411 SF (GARAGE)

Unit A - 2,075 SF 2-BR / 2.5-BA / 2-Car Garage

1/4" = 1'-0"

Level 1 Unit Plan

Porch CONCRETE

12" 1R/1S

8' - 0" CLG. H.S.

Entry UP

Stor

TRASH / RECYCLE

Porch

Level 1 Unit Plan - End Unit

BENCH

8' - 0" CLG. H.S. 15' - 6" X 16' - 6"

Flex

W.H.

Mech A.H.

2-Car Garage

CUBBY

8' - 0" CLG. CONCRETE 19' - 1" X 20' - 1" HEATER

CONCRETE

12" 1R/1S

8' - 0" CLG. H.S.

A.H.

The drawings presented are illustrative character and design intent only, and are subject to change based upon final design considerations (i.e. applicable codes, structural, and MEP design requirements, unit plan/floor plan changes, etc.) © 2024 BSB Design, Inc.

1/4" = 1'-0"

Level 1 Unit Plan - Bed Option End Unit

W.H.

12" 1R/1S

32"x60" TUB/SHOWER

Mech

A.H.

32"x60" TUB/SHOWER

A.H.

SOFFIT

LINE OF WALL ABOVE

12" 1R/1S

LINE OF BALCONY ABOVE

41' - 0" 1' - 0"

1/4" = 1'-0"

Level 2 Unit Plan - End Unit

9' - 0" CLG. H.S. 15' - 10" X 26' - 8"

1/30/2024

Bell Works Townhomes Hoffman Estates, IL

UP

PANTRY

30" VAN

REF

RANGE W/ MICRO HOOD

DN

9' - 0" CLG. H.S. 5' - 6" X 5' - 4"

Pwdr

SINK

Great Room

Level 2 Unit Plan

8 22 S F

1/4" = 1'-0"

Kitchen 9' - 0" CLG. H.S. 19' - 1" X 16' - 5"

DW

19' - 8" X 6' - 0" WOOD DECKING

Balcony

20' - 0"

36"x86" ISLAND

20' - 0"

43' - 0" 1' - 0"

STANDARD FEATURES Smart Home App Kitchen • Quartz counters • Stainless Steel appliances - GE including: French door refrigerator no water dispenser, clear door on one side; gas range - 5 burner; dishwasher; microwave built-into island or cabinet; hood; disposal.

• Under counter lighting • Above island lighting

UPGRADE FEATURES Flooring • 1st, Main & 2nd floors - Hardwood Kitchen • Waterfall for counters on the island • Pullout shelving under cabinets • Garbage baskets built into cabinets or island • Upgraded lighting • Upgraded quartz counters

Flooring

• Pot filler faucet

• Vinyl plank in the lower level and main level

• Backsplash - quartz, tile, or glass

• Carpet in all the bedrooms

• Smart refrigerator

• Baths ceramic Baths

Living/Dining/Great room

• Powder room - pedestal sink

• Electric fireplace in the Great Room or Living Room in all models

• Primary bath - cabinet with double sink; shower surround

• Dry bar with wine cabinet in the dining room in all models

• Additional bath(s) - cabinet with sink; shower surround

Baths

• Bath in the lower level - ½ bath Garage • EV capable Code • Smoke & CO detectors • Sprinkler system

• Ceramic tile surround Stairways • Wrought iron with horizontal bars replacing half-wall staircase Paint • Custom painting Garage • Door opener with 2 transmitters • Epoxy floor

SALES TEAM • 6 full-time brokers who will rotate in the sales office - 7 days per week. Hours to be determined.

PRICING Phase 1 A - Standard package • Unit A1 - interior units - $525,000 - 3 bedrooms up & flex room w/half bath on lower level • Unit A2 - interior unit -$535,000 - 2 bedrooms up w/3rd bedroom & full bath on lower level • Unit A1 - end units siding to another building - see attached - $555,000 - 3 bedrooms up & flex room with a half bath on the lower level • Unit A2 - end units siding to another building - see attached - $565,000 - 2 bedrooms up w/3rd bedroom & a full bath lower level • Unit A1 - end units not siding to another building - see attached - $575,000 - 3 bedrooms up & flex room w/half bath on the lower level • Unit A2 - end units not siding to another building - see attached - $585,000 - 2 bedrooms up w/3rd bedroom & full bath lower level • Unit B1 - $625,000 - 3 bedrooms up & flex room w/half bath • Unit B2 - $635,000 - 3 bedrooms up & 4th bedroom w/full bath lower level

SALES RELEASES We recommend the initial sales release of 11 townhomes in Phase 1A. The first row of units closest to the interior road driving west to east; followed by the row of homes left of them as the second release.

Pricing would be evaluated based on activity.

COMMISSIONS ½% for all sales to the listing brokerage 2.5% commission to the buyer’s brokerage 2% commission if a home is sold by one of the 6 team brokers.

Marketing Plan TARGET AUDIENCE Professional couples 35 to 55, approximately half with children. These individuals value convenience, community, and access to amenities. They will be seeking a suburban haven in a familiar urban package. They want all the benefits of suburban living such as open spaces and great schools without giving up the conveniences of the city lifestyle of low home maintenance, access to great restaurants, entertainment and commuting. Many will work from home at least part-time.

Almost all of the buyers will come from the Chicago area, most from the northwest suburbs.

Approximately 20% will come from the City of Chicago.

Given the upscale nature of the Bell Works Townhomes, the location and the extraordinary Barrington 220 schools, this development will have a special appeal to Asian and South Asian buyers.

UNIQUE SELLING PROPOSITION Luxurious townhomes within a vibrant mixed-use community offering an unparalleled blend of work, life and play.

MARKETING OBJECTIVES • Generate awareness and excitement for Bell Works Townhomes • Position the townhomes as the ideal living solution for target demographics • Drive qualified leads and sales conversions

MARKETING STRATEGIES Brand Building: • Develop a cohesive brand identity that reflects the townhomes’ modern design, high-end finishes, and community connection • Create a dedicated website showcasing floorplans, amenities, virtual tours, and community highlights • Utilize high-quality photography and videography to showcase the townhomes and surrounding area • Tap into the brand affinity achieved by The Bell Works as a successful work-and-play space. Build on the outstanding profile of Somerset Development to create a compelling builder story that reinforces reliability and credibility Signage • Create and install effective onsite signage • Advertise on the Bell Works electronic billboard • Develop and implement a directional sign campaign

Digital Marketing: • Build a powerful website that captures homebuyer interest by succinctly explaining the development and showcasing the units in a visually compelling manner. The emphasis would be on lead capture using the Starck CRM. • Have prominent calls to action using contact forms, subscriptions to email updates and digital downloads • Use 3D tours, videos and renderings • Include floorplans and features • Showcase the area amenities • Tell the builder’s story • Driving directions • Have several options for contacting the sales team.

• Implement targeted social media campaigns across platforms like Facebook, Instagram, and LinkedIn • Run behaviorally targeted campaigns through Chalk Digital. Digital ads will target and re-target prospective homebuyers as they search online. Use geofencing to increase the efficiency of the ad spend • Utilize search engine optimization (SEO) to ensure high visibility in online searches for Hoffman Estates townhomes • Run pay-per-click (PPC) advertising campaigns targeting relevant keywords and demographics.

• Explore influencer marketing partnerships with local personalities or families Content Marketing: • Create engaging blog posts and articles highlighting the benefits of living at Bell Works Townhomes and in Hoffman Estates • Highlight project milestones such as sales releases, construction progress, sales achievements and grand openings • Develop video content showcasing the townhomes, amenities and surrounding area.

• Partner with local media outlets to publish sponsored content or press releases Events: • Host events at Bell Works such as broker open houses, family fun days, or live music evenings • Participate in local community events and initiatives • Partner with Bell Works partner businesses such as FitLab, World’s Fair, and Bell Street Brewing to offer exclusive discounts or promotions to residents

Targeted Outreach: • Develop relationships with local real estate agents specializing in the Hoffman Estates market • Use Starck’s Relocation team to partner with national relocation firms to attract employees moving to the area • Offer referral programs for existing residents Metrics and Measurement: • Track website traffic, social media engagement, leads generated and sales conversions • Monitor brand awareness and sentiment through social listening tools • Conduct surveys and focus groups to gather feedback and measure campaign effectiveness

TIMELINE • Begin sales from plans in April 2024.

• Design and install site signage • Develop sales materials including brochures with floorplans and exterior elevations • Build website • Begin social media campaigns • Run Chalk Digital advertising campaigns • Hold broker open events • Develop sales interest lists • Announce Phase 1 sales and promote sales release

BUDGET Once we agree on the marketing plan, I will develop a realistic budget for the media needed to execute the plan successfully.

STARCK REAL ESTATE’S CREATIVE STUDIO At Berkshire Hathaway HomeServices Starck Real Estate, we understand the immense challenge of launching a captivating project like The Bell Works Townhomes. That’s why we offer more than just marketing services – we become your trusted in-house advertising agency. Our dedicated Creative Studio, staffed with passionate marketers and visionary designers, are eager to collaborate with you and unlock the full potential of this unique development. We do not charge builders for our design, content creation or account management services. Builder will pay for advertising, media and physical marketing assets. It’s all part of our builder marketing program.

We are committed to crafting highly effective marketing strategies that resonate with your target audience. Imagine captivating visuals showcasing the townhomes’ modern charm, compelling copy that speaks to the vibrant community lifestyle and strategic digital campaigns that maximize visibility. We don’t just create beautiful materials; we drive results.

Real Estate’s FOREVER BrandSM

SOMERSET DEVELOPMENT VILLAGE OF HOFFMAN ESTATES

BELL WORKS CHICAGOLAND

LAKEWOOD BLVD

Somerset Townhome Layout

CONSTRUCTION DOCUMENTS

N DATE OF ISSUANCE 1/11/2023 NO REVISION

Sales Release #1

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SURVEY DRAWN

EKK

DESIGNED

JMV

CHECKED

MAC

APPROVED

JAW

PROJ. NO.

193805816

© 2022 Microsoft Corporation © 2022 Maxar ©CNES (2022) Distribution Airbus DS

HUNTINGTON BLVD

DATE

Let us tell the story of The Bell Works Townhomes in a way that ignites interest and fuels demand. Partner with Starck Real Estate Creative Studio, and see your vision translated into captivating reality!

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SHEET NUMBER

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