Marketing Proposal for: PARK AND LAKE VILLAS Construction Project 2009 Gentryside Drive, Houston TX
Submitted: 04/16/2019 By: Jemila Winsey E-mail: Jemila@remaxlegacyliving.com Phone: 713-551-1842 Web: www.remaxlegacyliving.com
RE/MAX LEGACY LIVING – Company Background: RE/MAX Legacy Living (RMLL) is a full-service real estate firm that specializes in the marketing and sales of residential and commercial real estate. RMLL has a combined experience of over 30 years in the real estate industry. Our brokerage team has the market knowledge and expertise to successfully market and sell the current development for Park and Lake Villas. RMLL has a long-standing history with real estate and we are very familiar with the new home construction market. The following list outlines some of the clients that RMLL has represented: 1. French Quarters At Lake Conroe •
Marketing and Sales of Land Lot Inventory
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Successfully sold over $5M in Land Lots
2. Houston Heights – 16th Street Project •
Marketing and Sales of new construction town homes
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Successfully sold of over $3.5M in inventory
3. Houston Heights – The Esplanade •
Marketing and Sales of Pre-construction condos
4. Galleria - Falls At Fairdale •
Marketing and Sales of new construction custom town homes
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Successfully sold of over $6.5M in inventory
5. Assured Capital Funding – Investment Group •
Real Estate Consultant
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Managed group’s real estate portfolio
6. Houston Heights - Townhome Development •
9 Unit Townhome Development Project
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Pre-sold 4 during Broker Open
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RE/MAX Legacy Living’s Professional Affiliations: • #1 Real Estate Brand in the world • Greater Houston Builder’s Association • Fort Bend Chamber of Commerce • Greater Houston Chamber of Commerce • Houston Association of Realtors (HAR) and National Association of Realtors (NAR) • Texas and National Association of Real Estate Brokers • Women’s Council of Realtors RE/MAX Legacy Living’s Subscriptions: • MLS – Multiple Listing Service • DemographicsNow.com - Key market analysis data • Costar/LoopNet - Commercial listings database • PR Newswire – Press Releases
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Jemila Winsey’s (Broker/Owner) profile: Jemila is currently the owner and managing broker of RE/MAX Legacy Living in Richmond TX. The brokerage was established in 2016 by Jemila and Patrick Winsey. Their previous brokerage, Gemstone Real Estate was a boutique real estate firm that focused on a concierge approach to client service and was a recognized leader in commercial and residential sales, consulting locally and internationally. RE/MAX Legacy Living is the largest full-service brokerage in Richmond TX, by agent count and is located in the elite shopping center, The Shops at Bellaire Crossing. Their mission is to help high-minded and learning based agents build thriving and enterprising real estate businesses. Most recently, RE/MAX Legacy Living was named 2017 Rookie Franchisee of the Year. The Winsey Group was also awarded 2017 and 2018 Platinum and Top 50 Commercial Teams in the U.S. by RE/MAX International. As the owner and managing broker, Jemila has over 16 Years in the industry, 14 Years as a broker. She is the published author of the ABC’s of BPO’s. She has also earned several noted awards including the Golden Hammer Award from Rebuilding Together Houston, and HAR’s 20 Under 40 Realtors. Jemila is a graduate of the Texas Realtors Leadership Program (TRLP) and is a member of the Institute of Luxury Home Marketing. She has been honored to serve on multiple committees over several years with TAR and HAR. Recently, she served as the 2017 Chairwoman of HAR’s Professional Development Committee. She is on the Board of Directors for the HBREA and Chairs the HBREA Broker Circle. As an entrepreneur, Jemila previously owned and operated profitable retail and hospitality businesses. She also served in executive leadership roles for Fortune 500 companies. Jemila holds two bachelor’s degree in Computer Information Technology and Marketing. She is passionate about the real estate business, her family and giving back to the community
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Marketing Proposal: RMLL has years of experience representing projects like Park and Lake Villas, in their marketing of multiple new construction properties. Thus, our goal to marketing is to aggressively expose the identified target market. Our marketing campaign will include direct mail and e-mail marketing; in addition, video productions, presentations to realtor groups, businesses with the same buyer demographics and targeted buyers. Our Target Market: • Overflow from Midtown and Houston Heights • First and 2nd home buyers • Young professionals (ages: 25 – 40) • Empty Nesters • Families looking for proximity to the Village School • Above Average income earners • Investors focused on equity and appreciation Our Strategy: We feel the Park and Lake Villas Project product is best suited for young professionals and empty nester buyers in the above average income range. Based upon our experience, we recommend the following strategy in marketing this project: 1. Showcase a. Lifestyle video production showcasing the amenities and features of the most popular product. The video will be edited for TV and Social Media Feeds b. Staging overhaul of Model home c. 3D Tour with Matterport d. Full Scale professional pictures e. Website overhaul - Dedicated website for the project that allows buyers to download inventory list and floor plans 2. Marketing and Exposure a. Press Release articles to major outlets showcasing the developer, neighborhood and proximity to schools, dining and shopping b. VIP Broker Open Houses c. Over-The-Top public Open Houses d. VIP Preview events at luxury vendors (Restaurant, Car Dealers, Jewelers) e. Social Media marketing to include targeted ads, focus groups, video marketing on both Facebook and Instagram f. Print media (magazine and direct mail) g. Agent stationed at model or inventory homes 3 days a week from 9am-5pm. 3. RE/MAX Global Exposure a. REMAX.COM (7TH most visited real estate website in the country) b. Global.remax.com (Visibility to international buyers) c. RE/MAX Referral Exchange (Over 120,000 Agents) 5
4. An Outrageous, Over-the-Top Internet Presence
5. Pro Active Notification a. We proactively notify ALL of the buyers in our database that are looking for a home similar to the new project b. We notify ALL of the current sellers in project’s area looking to move up c. We proactively notify ALL agents in the project’s area that have known buyers looking for your type of home d. We proactively notify ALL of the homeowners in the project’s area that may know of someone seeking to live there 6. Signage a. Large sign with renderings b. Signage campaign in high traffic areas during open houses 7. VIP Buyer Incentives and Partnerships a. Partnership with BRPS Title to conduct concierge closings b. Partnership with Guarantee Rate Mortgage to ensure special loan programs and buyer verification c. We pay one month’s mortgage up to $2500 to new buyers d. Luxury closing gifts customized to clients e. Housewarming parties with private chef 6
Our Service: RMLL is committed to offer the highest standards of professional service to all our customers. Our goal is to assure that the Park and Villas project is marketed to its fullest potential to obtain the highest possible sales prices. As part of our commitment to service, RMLL agrees to do the following: 1. Prepare regular CMAs to establish and confirm fair market value 2. Arrange showings for agents and potential buyers 3. Contact client weekly with written progress and traffic reports i. Reports will detail the number of showings and potential buyer feedback 4. Review marketing activities monthly 5. Pre-qualify potential buyers i. Includes: Verifying funds and pre-qualification letters 6. Present and discuss all offers on property with owner through net proceed sheets 7. Negotiate the transactions with other real estate agents or buyers directly 8. Finalize the closing and funding 9. Maintain database of interested buyers 10. Maintain project website and marketing materials
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Marketing Budget and Compensation In order to successfully market this project, RMLL offer’s two options on the sale and marketing of the Park and Lake Villas Project. Option 1: Park and Lake villas will fund the marketing efforts of this project while RMLL maintains a position as Marketing Consultants. This option will not require an exclusive listing and marketing agreement; however, Park and Lake Villas will allow the listing of a handful of listings to aid in marketing and syndication. These listings will not carry an additional fee. RMLL will still perform all of the services mentioned above. Park and Lake Villas will be responsible for approving and funding the marketing budget. Sample Budget: $22,000.00 Marketing Item
Cost of Item (per month or setup fee)
Frequency
Cost of Item (per year)
$600.00
Signage refreshed quarterly
$2,400.00
Initial Marketing Package Setup
$1,500.00
One time
$1,500.00
Printing Costs
$2,000.00
As needed
$2,000.00
Initial Website Setup
$1,300.00
One time
$1,300.00
Web Hosting
$50.00
1x month
$600.00
Direct Mail Campaign
$300.00
1x month
$1800.00
E-Mail Campaign
$100.00
1x month
$1,200.00
$6,000.00
One time
$6,000.00
$400.00
1x quarter
$1,600.00
$500.00
1x month
$3,000.00
$600.00
As needed
$600.00
Project Signage
Model Home Setup Open Houses Presentation/Meeting Sponsorships Miscellaneous TOTALS
$22,000.00
Note: If additional budget is available, RMLL recommends allocating more funds to the Pre-Sale Realtor Bonus Program. Option 2 (Turn Key): RMLL will take on the funding and marketing of the Park and Lake Villas Project. This option will require an exclusive listing and marketing agreement that Park and Lake Villas can cancel at anytime subject to restrictions. A minimum deposit will be required. This fee will be applied to the compensation received by 8
RMLL. RMLL will perform all of the services mentioned above with the exception of the Model Home Setup, which must be funded/approved by Park and Lake Villas. RMLL will be responsible for approving and funding the marketing budget. Option 1 Compensation: 1. Commission: A rate of 4.5% commission per property sale will be paid at the time of closing and funding. a. 1.5% to RMLL Development – the listing firm b. 3% to the selling firm 2. Marketing Expenditures: RMLL will cover basic marketing expenditures like fliers and signage for the property. Park and Lake Villas Group will cover major marketing expenditures like major signage/billboard, website creation, logo creation, stationary and folders. Option 2 Compensation: 3. Commission: A rate of 6% commission per property sale will be paid at the time of closing and funding, plus a 4% Marketing Fee. a. 3% to RMLL Development – the listing firm b. 3% to the selling firm c. 4% Marketing Fee Payable to RMLL 4. Marketing Expenditures: RMLL will cover all basic and major marketing expenditures except otherwise stated in the marketing agreement.
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Summary: RE/MAX Legacy Living is very confident that we are uniquely positioned to be the best firm to market the Park and Lake Villas Project. We are not your average real estate sales brokerage. We believe our specialty services in residential, commercial, new construction and investment real estate makes us the obvious choice to market and sell this project. Jemila Winsey and RE/MAX Legacy Living will be committed to offer and sustain excellent and prompt customer service throughout the project.
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