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Flagstaff Ranch Marketing

Flagstaff Ranch Marketing

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  • OBJECTIVES THAT BENEFIT YOU

Transcript

  • 1. PropetyOverview
  • 2. Advantages & Amenities Luxury Northern Arizona master planned golf community situated on 454 acres of beautiful Ponderosa pines and Gambal oaks. Located close to major tourist destinations of Grand Canyon, Sedona, and Oak Creek Canyon, with high visitor levels year round. Quiet and private, accessed via a gated entry. 25,000 square foot Community Center. Clubhouse and private golf memberships. Located 10 minutes west of downtown Flagstaff and Northern Arizona University. Four season climate vacation community. Short drive time from the Phoenix metropolitan market. Currently restructuring out of bankruptcy, privately funded by Robert Semple.
  • 3. BuyerDemographics
  • 4. Who’s Buying? Second home/vacation buyers from: Scottsdale Paradise Valley Phoenix Carefree Cave Creek Anthem Desert Highlands DC Ranch Grayhawk Sonoran Hills McDowell Mountain Fountain Hills North East Mesa Arcadia Possibly a second home market for baby boomers: Las Vegas Los Angeles East Coast Midwest Bay Area
  • 5. And Why? Buyers are looking for “deals” on distressed properties and are currently on the fence. Financing will be problematic for second homes but cash and private money sources will be available. Investors will be interested in land holdings and severely distressed bank owned and short sale opportunities. Some buyers may come from “buy and bail” scenarios in the Forrest Highlands and Pine Canyon markets. “I’m not really a buyer but I might in this market.” “I could be a buyer at the right price.”
  • 6. Market Analysis Pine Canyon Forest Highlands Ponderosa Trails Miscellaneous custom re-sales within community Prescott Lakes Quailwood Meadows Payson/Show Low/Pinetop, Mogollon Rim Golf communities
  • 7. MarketAnalysis
  • 8. Market & Comps Comp 1 Comp 2 Comp 3
  • 9. Marketing&Sales
  • 10. Marketing & Sales A survey of home buyers who recently moved were asked, “Do you think the internet is becoming more important than print advertising to market a home?” Their reply: Yes - 94.3% No - 4.7% Realtor.com offers ten “Preferred Agent” banners in the Flagstaff/Coconino County market that are rotated evenly after every property search/click and property view/click. In April 2008, there were over 22,480 property searches in the Flagstaff/Coconino County local market and over 2,019,010 property views.
  • 11. Marketing & Sales Adelman Realty Group has secured two of the ten available slots (20%) for online display advertisements to capture 4400 searches and 400,000(+) views. All properties will be listed on: Arizona Multiple Listing Service (ARMLS) Realtor.com azcentral.com AOL real estate pages various other on-line sites, e.g. Facebook, Twitter, etc. We will employ best practices for SEO (search engine optimization, or adwords), as search engine marketing will increase market awareness and absorption in this market
  • 12. Marketing & Sales In addition to robust internet marketing campaign, ARG will: Conduct open houses within the community Employ creative marketing promotions in conjunction with other Arizona golf communities Foster good faith within the existing community Source and create reasonably priced print advertisement/media buys Effectively drive traffic to Flagstaff Ranch Other traditional marketing tactics will include: Direct mail Fliers Postcards A key component of the plan includes event management; including the grand re- opening, events at geographically strategic clubs to promote interest, and other promotions within the community and from target draw areas.
  • 13. ARGProfile
  • 14. ARG is… Company Overview Principal / Broker Associates & Affiliates
  • 15. Company Profile ARG’s mission is to offer Personal Brokerage Support - as no other can. Full service and fully qualified, the brokerage will not subordinate clients to inexperienced agents. With ARG, Flagstaff Ranch will benefit from the most competent, confident and professional sales team directed by a hands-on broker.
  • 16. Principal / Broker James Adelman - Licensed Real Estate Broker/entity with the Arizona Department of Real Estate. Over 16 years of experience managing, marketing, and selling real estate in Arizona. A proven record of success and commitment to customer satisfaction in highly competitive markets. Reputation for excellence and ethics. $125,000,000 in personal career sales, closed over 3,000 homes. Currently working with Thompson/Conant PLC/ Mortgage Mediation Group in Phoenix, focusing on high-end distressed property sales and bank workouts.
  • 17. Professional History 2006-2008 Richmond American Homes, Phoenix, Arizona Vice President of Sales/ Division Sales Manager 2004-2005 Empire Residential Sales, Prescott Valley, Arizona Sales Manager/Associate Broker 2002-2004 Maracay Homes, Scottsdale, Arizona Sales Associate 1999-2002 Toll Brothers Inc., Scottsdale, Arizona Sales Manager 1998-1999 Maracay Homes, Scottsdale, Arizona Sales Associate 1993-1998 Hancock Homes/Beazer, Homes Tempe, Arizona Sales Associate
  • 18. Career Highlights Major Projects: Arboleda by Geoffrey Edmunds/Toll Brothers Mahogany by Hancock Communities Pointe Mountainside Golf Community by Beazer Homes Sonoran Hills Masterplan by Maracay Homes Power Ranch Johnson Ranch No complaints in +16 years of service (and Mom still loves me, too).
  • 19. Stats & Numbers Implemented sales and marketing campaign for 1000 site Master Plan Community. "Sales person of the Month" awards, year on year. Customer Service Scores exceeded company average (+95%) Average net sales volume exceeded $12,500,000 per year. Supervised 160-acre Semi-Custom Master Plan Community. Top Ten Sales Associate in 2000 HBACA Phoenix MAME Awards. Top Ten Sales Associate in 1998 HBACA Phoenix MAME Awards. Top 2% sales agent in highly competitive sales environment. Exceeded company averages in customer service scores and sales volume.
  • 20. Achievements / Awards 2007 Richmond American Homes National Sales Manager of the Year 2007 National “Most Improved” Customer Service Scores 2007 Best Division Mortgage Capture” (Internal capture rate of 87.7%) 2006 Recruited, hired and trained HBACA "Rookie of the Year” 2006 Best Division Mortgage Capture” (Internal capture rate of 86.5%) 2006 1st Place-National Sales Manager Spec Sales Contest (Q3) 2006 Above and Beyond” Award – Richmond American Homes 2001 Lifetime Achievement Award – HBACA MAME Awards 2000 Top Ten Career Sales Associate - HBACA MAME Awards 1998 Top Ten Career Sales Associate - HBACA MAME Awards Over $125,000,000 in Net Sales
  • 21. Education / Licenses Arizona Real Estate License Arizona Real Estate Brokers License Arizona School of Real Estate Hyland Bay School Interlochen Arts Academy, Interlochen MI
  • 22. Associates / Affiliates EIO Agency - Eileen O’Brien - An award-winning, full service marcoms agency specializing in development and real estate, providing advertising, marketing, public/media relations, event planning and promotions, film/video production, design and communications services. Chase Home Lending - Connie Cramer (+20 years as Senior Loan Officer) - Land financing, construction loans, final take-out loans, lines of credit. Wells Fargo Home Mortgage - Kevin Sacco , Manager of Phoenix Builder Services. A & A Funding Corp - Hugh Anderson - Private money lending. Grand Canyon Title - Kas Baird - Market updates, closed reports and title services. Olsson Associates - Jeff Chaves - Environmental consulting. Thompson/Conant PLC - Real Estate Attorneys. Berens, Kozub, Lord & Kloberdanz - Real Estate Attorneys. CFO Advisors - Chris Casalena - Financial Management Consulting. Southwest Real Estate Auctioneers -Glenn Munson (Designated Broker/President)
  • 23. NextSteps
  • 24. Priorities / First Focus Reassess all properties/offerings Complete full competitive analysis and re-pricing exercise Establish ARG base in Flagstaff Re-connect property with immediate market Plan and stage initial marketing event Cross-sell to other geographically targeted markets Recruit staff. All ARG agents will possess: - strong local ties - knowledge of the community - familiarity with FR amenities and value proposition ARG will ensure Flagstaff Ranch is properly marketed as not only a unique destination golf living resort, but also as an affordable and prudent investment for the long term.
  • 25. First Focus / Implementation ARG will immediately begin implementing initial marketing efforts whilst a comprehensive plan and budget are prepared. ARG will establish the strategic sales pro-forma based on seller expectations of gross profit, absorption and carrying costs. Comprehensive and detailed sales forecasts will be provided after data collection and analysis. ARG will open sales prior to Memorial Day with e-blasts to all local agencies, Phoenix submarkets, golf courses, restaurants, movie theaters, etc. A ”dusty shoe review” will be held prior to the opening with special incentives (up to opening weekend), to create a sense of urgency and initiate the "buzz."
  • 26. LastWord
  • 27. Why ARG? I have watched the community of Flagstaff Ranch develop and grow since inception and know it well, perhaps better than most of my counterparts in the industry. ARG keeps in touch with other owners and brokers who operate similar projects (i.e. Pine Canyon), and is familiar with both the constraints and opportunities of the local market, and the competition. ARG brings "big city" savvy, marketing, and connections in the buyer demographics (PV, Scottsdale, Phoenix) which others can neither offer nor access. ARG has marketed “out-of-market” in prior business dealings, successfully bringing buyers outside the usual geographic targets to contract and completion.
  • 28. Why ARG? The success of Flagstaff Ranch will be dependent on successful teamwork - and you are an integral part of the team. ARG believes in the power of strategic partnership, and our intent is to establish a powerful and lucrative brokerage in the Flagstaff market in order to meet our collective aims. Attaining our goals will also provide socio-economic benefits to the wider community. We'll consider it a resounding success, knowing we're able to give something back, thereby contributing to the greater good.
  • 29. In Summary With our commitment to excellence combined with our finely honed strategic and creative approach, ARG will ensure that Flagstaff Ranch meets and exceeds its business objectives and once again secures its prominence in the Flagstaff market. We understand that results are the only thing that matters. Simply put, we get it done.
  • 30. when shall we begin? thankyou
  • 31. ONLINE MARKETING PLAN For the Anderson Residence 34 Wilson Terrace Stamford, CT
  • 32. ONLINE MARKETING PLAN OBJECTIVES • Reach the widest audience of potential buyers • Produce activity to attract the best buyer willing to meet a your terms, price and desired closing date • Monitor traffic that results from our online marketing plan • Study the results and adjust accordingly and get your a home SOL D
  • 33. YOUR HOME’S PRESENCE ON THE INTERNET IS NOW MORE IMPORTANT A survey of home buyers who recently moved asked: “Do you think the internet is becoming more important than print advertising to market a home?” YES – NO – 94.3% Source: Conducted by DME, Inc. for REALTOR.com® Findings, April 2008 4.7%
  • 34. 32% OF BUYERS FOUND A HOME VIA THE INTERNET - UP FROM 8% IN 2001 Source: National Association of REALTORS®, Profile of Home Buyers and Sellers, 2008
  • 35. NAR 2008 PROFILE OF HOME BUYERS & SELLERS FACTS ON WHAT IS WORKING AND WHAT IS NOT 2008 buyers are now here 2004: More buyers found their home on internet than from signs 2002: Internet surpassed print ads Source: National Association of REALTORS®, Profile of Home Buyers and Sellers, 2008
  • 36. TOTAL MONTHLY MINUTES SPENT ONLINE (NATIONWIDE COMPARISON, in millions of minutes) Your home will be on REALTOR.com® - where more consumers spend more time Source: comScore Media Metrix January-October 2008
  • 37. REACHING THE WIDEST AUDIENCE BUYERS SEARCH OUR LOCAL WEB SITE BUYERS WHO ARE JUST ON REALTOR.COM® BUYERS WHO SEARCH PRINT ADS OUR LOCAL SITE AND REALTOR.COM® For illustrative purposes. Varies by broker and region.
  • 38. CAPTURING BUYERS ON REALTOR.COM® The more buyers we can interest, the better chance we have of finding one who will meet your price, terms and desired closing date. Your home appears on REALTOR.com® The #1 National Real Estate website.* INCLUDES: • Multiple ways to search (map, gallery, price) • Multiple photos • Neighborhood & school information *Source: comScore Media Metrix January-October 2008
  • 39. Because REALTOR.com® has millions of listings… I will make yours stand out
  • 40. CAPTURING BUYERS ON REALTOR.COM® The more buyers we can interest, the better chance we have of finding one who will meet your price, terms and desired closing date. SHOWCASE LISTINGS I have upgraded your listing on REALTOR.com® to be more prominent using REALTOR.com® Showcase Listing Enhancements.
  • 41. SHOWCASE LISTING ENHANCEMENTS MARKETING SYSTEMSM • Your home will be more visible to buyers • I receive customer leads directly so I can personally respond to buyers • There are additional enhancements I can add to your listing to show off the best features
  • 42. What SHOWCASE LISTING ENHANCEMENTS do to help sell your property. • More exposure for your property • Up to 25 jumbo photos • Listing video tours • Promote open houses
  • 43. CAPTURING BUYERS ON REALTOR.COM® The more buyers we can interest, the better chance we have of finding one who will meet your price, terms and desired closing date. FEATURED HOMES™ I have reserved the most visible position for your home in the REALTOR.com® Featured Homes™ Marketing SystemSM – available on an exclusive basis to very few REALTORS® in each market.
  • 44. FEATURED HOMES™ MARKETING SYSTEMSM FEATURED HOMES™ Your home will be selected for rotation in one of these exclusive positions – the most prominent location for your home on the #1 real estate website.* *Source: comScore Media Metrix January-October 2008
  • 45. CAPTURING BUYERS ON REALTOR.COM® FEATURED AGENT™ MARKETING SYSTEMSM • I know that the best way to sell your home is to attract as many buyers as possible, so that you have a better chance of finding the one who can offer you the best price, terms and closing date • My advertising position on REALTOR.com® is working 24 hours, 7 days a week bringing buyers to me
  • 46. MY COMMITMENT TO YOU • I am accountable • I will follow-up with traffic reports • You will see the results • We will work together