1. LFC
Group of Companies
International Land & Commercial Property
AuctionMarketing Program (AMP)®
17 Corporate Plaza Drive • Newport Beach, CA 92660 • + 949 640 4950
Al Durah Building •Office 107, • Garhoud, Dubai • United Arab Emirates •
+971 50 650 4647
2. I. BACKGROUND
II. ADVANTAGES AND BENEFITS
III. TIMELINE AND LFC’S AUCTION MARKETING PROCESS
IV. EVENT ACTIVITY TRACKING
V. THE LFC GROUP OF COMPANIES
VI. CASE STUDIES
Interested in LFC for your real estate needs?
3. “I have done business with the key principals of the LFC Group of Companies for well over
40 years. Unlike many of the newly minted online property companies, LFC is comprised
of a group of highly experienced real estate professionals w/ auction experience who
embraced technology at the dawn of the Internet. If you have a property or group of
properties that require special attention and broad market exposure, I would highly
recommend you talk to the professionals at LFC.”
Darrell Hoover, Founder & Managing Director, Sperry Van Ness-Renaissance
4. “Coca-Cola has utilized LFC’s auction marketing programs to sell its real estate assets around the country
for more than 15 years. We have always been pleased with the sealed bid auction campaigns that they
have conducted for us; but their online auction program has taken their auction marketing services to a
new level.”
Matt Fanoe, Director of Real Estate Coca-Cola Enterprises, Inc.
Background
As true pioneers of real estate auctions, LFC’s unparalleled knowledge and experience in the
industry continues to provide innovative marketing solutions to clients around the world.
Spanning over three decades, from traditional live, outcry auction events to 100% online auctions
on the Freedom Realty Exchange website, the LFC Group of Companies has sold billions of dollars’
worth of real estate globally for clients such as real estate developers, financial institutions,
community and investment banks, private investors, the U.S. Bankruptcy Court, private equity funds
and government agencies.
The appeal of online auctions as an effective, alternative real estate marketing and sales tool
prompted LFC to launch its Accelerated Marketing Program, or AMP®, provides property
development, management and brokerage communities with their own proprietary URLs and
branded websites coupled with LFC’s proven auction marketing technology.
LFC provides turnkey Auction services and Accelerated Marketing Programs (AMP®) for all
types of real property, including analysis, evaluation, advertising/public relations, sales and closing
supervision.
R EITbid is a platform developed around LFC’s auction marketing experience and expertise and
is the industry’s leading secondary market platform for buying and selling public non-traded REIT
shares.
With offices in Newport Beach, California, USA, and Dubai, United Arab Emirates, LFC services
clients throughout North and South America, Europe, the Middle East, Asia and Australia.
5. II. Advantages and Benefits
Internet-based –FRE reaches potential buyers locally, regionally and throughout the world.
Interested prospects to conduct due diligence and place bids from a global marketplace.
International Languages – The website is currently offered in 5 languages (Arabic, Chinese,
German, English and Spanish). Greek, Farsi and Russian are in development.
Price Protection – Two-part bidding format protects property’s price point from public exposure.
Until multiple qualified bidders have submitted online “Sealed” bids (Stage 1). Then, “Last
Call®” bidding commences (Stage#2). More bidders, more excitement, higher price.
Reserve –Unpublished reserve/release price, which protects sellers from selling below their
determined price point without pressure.
Bid Deadline – Provides a date certain for the sale of every property.
Time is of the Essence – A typical campaign is 90 days long: website build-out, inclusion of
property information and pictures (15 days), advertising campaign, property viewings and
bidding (45 days) and closing process (30 days).
Transparency – Real time online monitoring of the campaign and auction by prospects,
qualified bidders, sellers, real estate professionals and LFC staff.
Maximization of Value – The highly competitive online Last Call bid extension feature insures
that the absolute highest possible price point is achieved for each property.
Advertising/Marketing – Local, regional and international advertising and public relations are
offered depending on budget and location of the target market.
Accountability – The proprietary Media, Prospect Tracking System (MPTS®) provides sellers,
real estate professionals and LFC staff with real-time feedback regarding the cost effectiveness
of all advertising/marketing expenditures.
Flexibility – Marketing and auctions are stand-alone allowing individual auctions and marketing
campaigns according to the market and asset class.
Convenience –100% hand- held device compatible.
Hybrid/ Private Auction -Exclusivity – Passcode-protected access allows select parties to
Participate on an invitation-only basis. Hybrid features a competitive bidding environment that
offers brokers a great way to marry the best of traditional brokering with the acceleration of
online action
10. DESIGN Your Own Campaign Timeline
Marketing Campaign
Listing properties or posting auctions online doesn’t magically bring more buyers or bidders. Efforts
are used to market properties. Print advertising, digital advertising, direct mail, telemarketing and
public relations initiatives are used to get the word out. The auction marketing experts at LFC
develop and execute a results-driven marketing campaign that may include:
Local, regional, national and international print
Radio
Web, email campaigns
Public/media relations
Direct mail
On-site and off-site signage
Various guerrilla marketing approaches
11. Bidding and Last Call®
The unique two-part bidding process begins with a sealed bid format that requires all bidders to
submit their initial bid with a bid deposit, which is placed in a trust account by a third-party escrow
company. Sealed bids are not published on the website or revealed to bidders. Once multiple
sealed bids are placed, the auction may, at the discretion of LFC, transition into an open,
transparent bidding format whereby the bidding activity is published in the Bid History section of
the Auction Profile Page. This two-part bidding process allows us to control the supply based
upon demonstrated demand. It also protects the value of our client’s property from possible
negative market response.
Once the auction transitions into open bidding, the most extraordinary feature of our auction
program is invoked: Last Call. As a patent-pending bid extension component, it extends the auction
deadline past the point when most other auctions typically end, allowing for the maximization of
price. The extension of the bid deadline is communicated to all bidders and registered prospects in
the auction via a phone call and email informing them that they have additional time to either
submit a higher bid or submit an initial bid. If during this extension period one or more additional
bids are placed, the bid deadline is again extended for an additional 24-hour period until no further
bids are placed during a 24-hour period.
Day-to-day Last Call bidding normally lasts anywhere from 6-7 days, at which time we typically
modify the bid extension to hour-to-hour bidding. Last Call bidding generates on average an 18-20%
higher final bid amount beyond the initial bid deadline price point. By publicly displaying the real-
time bids, property valuations are projected and other potential buyers are enticed to participate in
the auction.
All Freedom Realty Exchange auctions are “with reserve,” meaning that the Seller is not obligated to
accept the highest bid unless the predetermined reserve price is achieved.
Closing and Settlement
Once the bids have been reviewed and the winning bidder has been selected, our Closing
Department works closely with the Buyer, the Seller, the escrow and title company, and the lender,
as applicable, in coordinating an efficient closing transaction and disbursement of funds.
Post-Auction Sales
Should a property not receive an acceptable bid, LFC’s auction marketing team will immediately
commence a post-auction marketing campaign. The property will remain on the FRE website, and
past bidders and registered prospects are immediately contacted by email and telephone by the
Auction Manager regarding the availability of the property.
15. Other Creative Advertising
One of the major advantages of LFC’s Internet-based marketing program is its ability to utilize highly
targeted and very cost-effective quick-response or QR code advertising. QR codes can be imbedded
anywhere (print, email, signage, etc.) and our program can individually track them.
The ability to utilize highly targeted QR code advertising to drive real estate sales is leading-edge
SaaS technology, which is being utilized by LFC with much success around the world.
I. EVENT ACTIVITY TRACKING
The success of an LFC online property auction is dependent upon the marketing campaign driving
potential buyers to the Event on the website. Unlike a general advertising campaign, LFC’s goal is to
reach a targeted market of potential buyers, which is the difference between auction marketing and
auction liquidation. The expense associated with this targeted approach is significant; therefore it is
valuable for us to know precisely which advertising and public relations venues are most effective.
LFC has developed a proprietary tracking system, the Media, Prospect Tracking System® (MPTS),
which assigns a unique media code to every piece of advertising material in a specific marketing
campaign.
16. The system tracks the path of a potential buyer through “7 milestones” beginning with their initial
“Click” to “Winning Bidder.” The ability to correlate in real time the ROI of a specific advertisement
allows the advertising campaign to be managed based upon actual metrics rather than speculation
or guesswork.
17. Based on the above criteria, the following Event Tracking Report is automatically sent to
LFC’s clients each Friday during their respective auction marketing campaign.
18.
19. II. THE LFC GROUP OF COMPANIES
Comprised of a diverse group of real estate oriented firms offering their expertise in advertising,
marketing, Internet technology and escrow services, the real strength of the Group comes from the staff
of seasoned real estate professionals who have worked closely together for years and, in some cases,
decades. These professionals have first-hand experience in every facet of the real estate marketing and
auction sales.
LFC Internet Marketing, Inc.
Formed at the dawn of the commercial Internet age, LFC Internet Marketing continues to provide the
LFC Group of Companies and its clients with sophisticated, Internet-based technology. The company
manages the Freedom Realty Exchange, REITbid and Republic Escrow websites along with various AMP®
websites.
LFC Marketing Services, Inc.
As a licensed real estate brokerage in numerous states throughout the United States, LFC Marketing
Services with offices in Newport Beach, California, USA, has auctioned and sold tens of thousands of
commercial, residential and land properties and mortgage notes, generating billions of dollars in
revenue for its clients.
The company is responsible for the coordination and dissemination of all auction sales information and
activities on the Freedom Realty Exchange website. Its auction and real estate transaction professionals
act as liaison between the website staff, the advertising specialists at LFC Communications and the real
estate professionals who represent the properties locally during each auction marketing campaign. Once
an auction ends, LFC Marketing focuses its attention on working with the buyer and the staff at Republic
Escrow Corporation toward a successful closing.
LFC International Real Estate Brokerage L.L.C.
As a licensed real estate brokerage in numerous venues throughout the world, LFC International Real
Estate Brokerage L.L.C., with offices in Dubai, United Arab Emirates, is responsible for all property sales
outside the United States.
LFC Communications, Inc.
Providing graphic design, media planning, and public relations services, LFC Communications is a full-
service, international advertising/public relations agency. The company utilizes LFC’s proprietary
advertising tracking/response system to deliver targeted, cost-effective and results-oriented auction
marketing campaigns. The seasoned professionals at LFC Communications develop and supervise
comprehensive advertising and marketing campaigns incorporating all facets of media including signage;
print, broadcast and online advertising; direct mail and public relations focused on driving targeted
traffic to each auction event.
21. and in 2013 she helped pioneer LFC’s SaaS Accelerated Marketing Program (AMP®), which is
currently used by numerous developers and real estate brokerages throughout the world. Ms.
Lange received a Bachelor of Science degree in human services from the University of California,
Fullerton.
Hesham Al Qaizi
Managing Director – MENA
Mr. Al Qaizi was instrumental in establishing LFC Real Estate International Brokerage, LLC in the
Middle East. He maintains a real estate brokerage license issued by the Dubai Land Department’s
Real Estate Regulatory Agency and manages LFC’s business activities in MENA. He is also the CEO of
the Dubai Knowledge Fund, which was established by the government of Dubai in 2007 to further
primary and secondary education in the Emirate. Mr. Al Qaizi received a Bachelor of Arts degree
from Washington State University in the United States.
Christina Ball
Managing Director – Securities
Ms. Ball manages securities operations for the LFC Group of Companies. In this position, she led the
production, implementation and launch of LFC’s real estate securities trading platform and manages
its daily operations. Prior to joining LFC in 2011, Ms. Ball was active in sales and marketing for The
Irvine Company and served in an instrumental role in the launch of their homebuilding company,
Irvine Pacific. Ms. Ball’s extensive experience in residential development also includes positions with
Brookfield Residential and Bosa Development Corporation. Ms. Ball earned her Bachelor of Arts in
sociology and business management from the University of California, Irvine, and studied in
Washington, DC, where she served the United States Congress and performed research for the Urban
Land Institute. She is a licensed real estate broker and Series 7 and 63 general securities registered
representative.
Kelly Lovegrove
Senior Vice President and Director of Marketing
As LFC’s Senior Vice President and Director of Marketing, Ms. Lovegrove leads the advertising and
public relations efforts. Ms. Lovegrove has spent more than 20 years in the advertising, marketing
and public relations fields, having worked in a corporate marketing role, an advertising agency role
and as an independent contractor. Before returning to the United States in 1999, she had a
successful advertising career in South Africa, as Account Manager for many national and
international brands, before moving to Cape Town to operate her own advertising brokerage. Most
recently, Ms. Lovegrove was the Assistant Vice President of Marketing Services at RemedyTemp,
Inc., a national staffing firm.
22. Casey Flynn
Senior Vice President and Director of Operations
As Senior Vice President and Director of Operations, Mr. Flynn oversees LFC’s day-to-day auction
operations worldwide. Before joining LFC, Mr. Flynn developed a strong real estate background
working with some of the top real estate brokerage and development firms such as Grubb & Ellis,
Marcus & Millichap and Lincoln Property Company. This experience enabled him to cultivate
extensive skills in leasing management, multi-family project development and acquisitions, and
industrial leasing and sales. Throughout his career he has represented buyers, sellers, landlords,
tenants and investors in numerous industrial and office real estate transactions throughout
Southern California. Mr. Flynn holds a Bachelor’s of Science in Marketing and Real Estate from the
University of Colorado.
Debi -Myers
Vice President Business Development
An extensive background in real estate from the appraisal process, marketing, sales and
communications. She is an avid RE investor. Debi brings her vast network to the online CRE world,
with a strong record of accomplishments in driving revenue, expanding territory. Her responsibilities
at LFC include bringing new business onto the platform and overseeing the marketing/ sales cycle
alongside the other departments. Ms. Simon- Myers holds a Bachelor of Arts Degree in Economics
from the University of California, San Diego along with coursework in Commercial Appraisals and
Communications.
Irene Corona
Senior Escrow Officer, Republic Escrow
During her 30-year career in the escrow industry, Ms. Corona has overseen the escrow and closing
transactions for all types of properties and is currently responsible for the execution of all escrow
activities for Republic Escrow Corporation. Ms. Corona has particular expertise in trust fund
management, which is an integral component of the auction marketing process. Prior to joining
Republic Escrow Corporation, Ms. Corona worked for a number of independent escrow companies,
real estate and mortgage broker-owned escrow departments, title company escrow departments
and the bank savings and loan industry where she performed and oversaw an extensive range of
escrow activities.
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23. III. CASE STUDIES
Land Auction
CASE STUDY
Orland, California, USA
Like many banks across the country, the owner of this property was
overstocked with inventory left over from the housing bubble and had
Struggled to unload some of their more challenging assets, such as a nondescript ±53.2-acre land parcel in the small
California town of Orland. Located just outside the city limits of this northern Sacramento Valley town, this site was
partially graded and zoned for residential development with a tentative tract map approved for 208 residential lots, 64
of which had reached final approval.
Traditional marketing techniques with commercial brokerages failed to break through the clutter in a region saturated
with similar land parcels. The property had languished on the seller’s books for nearly two years before the bank
contracted the LFC Group of Companiesto proceed with an online auction marketing campaign.
After conducting thorough research of the market and concluding that this property held the greatest appeal to a local
developer, LFC launched a comprehensive and concentrated marketing campaign, combining print and digital
advertising with extensive public relations outreach to local and regional press. The auction marketing campaign lasted
nearly two months, producing 1,366 unique visitors to the auction web page and 64 registered users, 10 of who
submitted bid deposits in trust.
Recognizing the need to attract buyer interest and because the property sat on the market at a list price of $250K for
over two years, LFC set the minimum bid at $110K. The strikingly low minimum bid succeeded in capturing market
attention. The day of the initial bid deadline, LFC had received several
sealed bids, with the highest being $219,503.
Last Call®, LFC’s patent-pending bid extension feature, lasted for 22 days
as ten bidders aggressively competed against each other for this
development land parcel. In the end, Last Call® had generated an
additional $340,497, or 155%, in additional revenue, bringing the final
sales price to $560,000.
LFC’s auction marketing campaign sold and closed this land parcel in less
than120 days at a price that was more than double thepreviouslisting price.
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24. Government and Bank-Owned Property Auction
CASE STUDY
Sherwood, Oregon, USA
As many financial institutions and government agencies
around the world have learned, the problems afflicting the
commercial real estate market affect properties of all types,
not just vacant land. Oftentimes, the more distinctive the
property, the more challenging the sale.
The successful sale of one such property, an operating nursery on 6.8 acres of land, demonstrates how LFC
identifies and targets the appropriate market for each property, no matter how narrow the buyer demographic
and demand, while maintaining the highest levels of transparency. The property, which included an older farm-
style single-family residence and several other structures in addition to the nursery, was located in Sherwood,
Oregon, a mostly residential community less than 20 miles southwest of Portland. The loan for this property was
originated by Northwest Bank of Lake Oswego, Oregon, and guaranteed by the U.S. Department of Agriculture’s
Business & Industry (B&I) Loan Guarantee Program. The nursery was unsuccessfully marketed through
conventional means for nearly a year when Northwest Bank enlisted LFC to conduct an auction marketing
campaign on its Freedom Realty Exchange website.
After conducting thorough research into the local and regional market, LFC elected to target local, regional and
national horticulture companies through print and Internet advertising, direct mail and email, as well as a public
relations outreach to the local and regional press. The targeted marketing campaign generated interest from
nursery and horticulture companies from around the country, resulting in 514 visits to the auction web page, 22
registered prospects, and five on-site property tours. Both Northwest Bank and the USDA placed a high premium
on transparency. The online auction allowed interested buyers to view all available property documents online,
resulting in highly informed, and thus more confident, bidders. The entire marketing campaign, including the
closing process, took less than 120 days.
“The online auction was an open and highly transparent process that
produced a sale in a remarkably short amount of time.”
Jeff Deiss, USDA
“This was a very, very narrow market and the online auction brought that market to the
table, achieving velocity of sale. We were very pleased with the results.”
Victor Martinez, Northwest Bank
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25. Commercial Property Auction
CASE STUDY
Coca-Cola Enterprises
Tacoma, Washington, USA
Changes within the market have forced many corporate sellers to re-evaluate their future development plans or
downsize their existing real estate portfolios. Due to the imbalance between supply and demand, often the
conventional brokerage strategies are no longer effective, forcing corporate sellers to seek alternative disposition
strategies.
This vacant ±51,572 SF industrial facility located in Tacoma, Washington, became surplus property when the seller,
Coca-Cola Enterprises, elected to move their sales and distribution facility to a more efficient facility in Lakewood,
Washington. Not wanting to prolong the time on the market, the seller contracted LFC to conduct an online
auction.
After a brief pre-campaign planning period, LFC gathered all relevant property documents, disclosures and images;
drafted auction addendums; developed a marketing campaign and launched the property on its Freedom Realty
Exchange website within two weeks. The marketing campaign, which lasted 6 weeks, generated 538 visits to the
auction web page, 49 registered prospects and many on-site property tours.
Unlike other auction formats, LFC’s online auctions offer sellers the opportunity to extend the bid deadline with
the patent-pending bid extension feature Last Call®. With Last Call, the auction is automatically extended for a
predetermined period of time whenever a bidder places a new high bid within 24 hours prior to the current bid
deadline. Since LFC went exclusively online, the Last Call bidding format has achieved, on average, an 18-20%
increase in the final sale price for our clients. The competitive online bidding environment of Last Call is an open
and fair process while maximizing the seller’s return revenues. Last Call in this Coca-Cola property auction lasted
for 7 days as three bidders aggressively competed against each other for this warehouse/distribution facility. In the
end Last Call generated $350,000 in additional revenue, bringing the final
sales price to $2,000,000. If this had been a conventional outcry auction the
bidding would have stopped at $1,650,000, leaving $350,000 on the table.
For many corporate entities and publicly traded companies, transparency is
a critical component for its board of directors, investors, shareholders, etc.
LFC’s online auction allows interested prospects to view all available
property documents online, resulting in highly informed and more confident
Page 26
26. bidders willing to pay a higher price for the property. LFC also gave Coca-Cola access to the company’s advanced
Media Prospect Tracking System (MPTS), which allowed them to analyze and track the effectiveness of the
marketing program in real time and monitor the interest level of the buyers.
In a market where properties are difficult to value and resistant to traditional sale strategies, LFC establishes two
goals that we feel ultimately determine current market value for a non-income producing property.
First: Focus market demand and set the property apart from the competing supply. Our extensive marketing
efforts for this property significantly exposed it to its target market, resulting in solid interest from potential buyers
who then drove the final sale price to its highest possible price point.
Second: Sell the property to an owner-user who will utilize the property for its highest and best use as opposed to
a bottom-feeding investor seeking to purchase it at a below market price and then resell it for an immediate profit.
“For almost 3 years we tried to find a buyer for this very challenged property without
success. LFC’s auction marketing campaign not only produced multiple qualified prospects;
but, in my opinion, the bidding format absolutely maximized the property’s value point.
The all-cash closing to a buyer based in Mexico City followed a 45-day marketing campaign
that included 5 days of spirited online bidding. This was our second property sale with LFC
and on both occasions we were very pleased with the results.”
Craig Sandall
Premier Valley Bank
Page 27
27. Office Building Auction
CASE STUDY
Painesville, Ohio, USA
On behalf of a global asset management/investment firm, the LFC
Group of Companies conducted an auction campaign for an office
building in northeast Ohio, just one property in a larger portfolio
of properties.
For more than two years, this Chase Bank anchored building,
located adjacent to City Hall and the County Courthouses in
Painesville, Ohio, struggled with anemic sales activity like so many
of the buildings in the area. The Seller had not used an online auction in the past, only outcry auctions, and
decided to put the two models to the test. A similar building in another part of Ohio was listed with a traditional
outcry auction company at the same time that LFC initiated its campaign. When their auction day arrived, all the
reasons why an outcry auction is not the best choice surfaced; attendance looked sufficient but because there was
no real evidence of bidders, the opening bid was not met, so the auctioneer had to lower it a few times until finally
a bidder stepped forward with a bid that was nearly half of the initial opening bid. No subsequent bids were
placed and the auction ended. Needless to say, the seller’s reserve price was not met and the property didn’t sell.
Launching our 45‐day auction marketing campaign, LFC installed on‐site and off‐site signage to attract local buyers
and also embarked on an extensive email campaign to attract brokers and investors. The ability to provide a
convenient process for interested buyers to participate in the auction, regardless of their geographic location,
would prove to be a key factor in the success of this sale. Establishing the minimum bid is a critical component of
any auction, yet due to LFC’s two‐part bidding process (sealed bid and live online), there is little to no risk of
damaging the property’s value if the market perceives the minimum bid as being too high. At $199,000, the
minimum bid on this property attracted over 1,200 unique visitors to the property’s webpage and 44 registered
users.
Page 28
28. Upon reaching the initial bid deadline of December 1, the
highest sealed bid of $229,000 was posted on the auction
web page. This is where any other auction format, such as
an outcry auction, would have ended. Yet due to LFC’s
patent- pending bid extension feature, Last Call®, bidding
continued for another 5 days, pushed along by bidders
competing for the property. Last Call is a very powerful
tool that allows us to maximize the value of the property
and in this case generated additional revenue of $130,000.
This is just one key difference between LFC’s auction
marketing approach and the auction liquidation model of
other companies.
As stated earlier, the convenience for buyers in an online
auction versus an on‐site auction event, which limits the
buyer pool to those who are available to attend a live
auction event at a specific location on a specific day, was
proven to be a significant advantage. In this auction the
high bidder, and ultimately the new owner of the building,
was from the Heping District in Tianjin, China, and the
under bidder was from Ottawa, Canada.
“Various brokerage companies attempted for almost 3 years without success to find a
buyer for our 6-acre land parcel located in Edinburg, Texas. LFC’s auction marketing
campaign not only produced multiple qualified prospects; but, in my opinion, the bidding
format absolutely maximized the property’s value point. After spirited bidding, the final
sale price of $700,500 was well above what we had anticipated. Most importantly the sale
closed ‘all cash’ within 30 days.”
Jan Winn
Third Coast Bank
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29. The world’s tallest building, the iconic Burj Khalifa in
Dubai, United Arab Emirates, is one of the most admired
and highly sought after addresses for global business
leaders. The owner of an entire corporate floor recently
took a bold and historic step by putting the property up
for sale on FRE.com in Dubai’s first-ever online property
auction.
Office Condominium Auction
CASE STUDY
Dubai, UAE
Despite the fact that this iconic building is one of the
most appealing pieces of real estate in the world,
successfully marketing and managing an auction for this
office space was still a very tall order. One of the biggest
challenges leading up to the auction was Dubai’s
economy and an oversaturation of available office space
in the building and the region. The property had already
been on the market for more than two years and was
competing against several other vacant floors within the
Burj Khalifa, not to mention countless other buildings
with vacant offices throughout the city. Another
obstacle was trying
to gain the
attention of global
real estate buyers
who literally had an entire world of inventory from which to choose.
LFC’s in-house advertising agency, LFC Communications, Inc., stepped up to
the challenge by developing and executing a multi-faceted international
campaign that targeted businesses and brokers throughout the Middle East,
Europe, North America and Asia. The 60-day campaign involved a broad
range of advertising, public relations, direct mail and online marketing to
raise awareness about the property while positioning it as a must-have
location for a very elite group of targeted individuals and corporations.
Page 30
30. Regional and international advertisements regarding the
auction ran in high-profile media outlets such as the Wall
Street Journal, Forbes and key in-flight magazines. Custom
emails were sent to a broad range of investors and to the
local, regional and international brokerage community.
Direct mail was sent to members of the Arab Bankers
Association of North America (ABANA). A press release was
issued to all appropriate reporters throughout the region and
a formal reception was held that was attended by more than
250 heads of financial institutions, high-profile business
people and real estate brokers from around the world.
Altogether, the campaign generated over 25,000 clicks to the
auction web page and more than 160 registered prospects
from 15 different countries. The entire marketing campaign, including initial due diligence, advertising/ marketing,
online bidding and closing took less than 120 days.
This highly successful auction created a foundation for LFC’s online auction program as an alternative and viable
method for developers, financial institutions and other property owners in the region to market their properties.
“Our group has maintained a very large portfolio of properties across the nation during
the last few years. During this time we have contracted with numerous conventional
brokerages and auction marketing companies with varying degrees of success.
I am therefore very familiar with all of the various outcry and online auction
techniques and formats. I can unequivocally state that LFC, with its online auction format
and related SaaS marketing technology, stands head and shoulders above its peers.”
Richard C. Page, Jr.
U.S. Bank
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