5-Stage Process

Stage 2: Planning

1. Assign Sales Team Leader
2. Retain Marketing Vendors
3. Conduct sales & marketing summit
   • Creative Concepts
   • Execute proprietary Sourcing Exercise
   • Media placement
   • Public relations & Events
     1. PR Plan
     2. Media kit
     3. Activities Director
     4. Signature events
     5. Target market ‘road shows’
     6. Team and community relations and events
   • Outline collateral program (video and production needs)
     1. Community
     2. Lifestyle
     3. Product
   • Experimental sales and marketing platform
     1. Welcome Center
     2. Signage
     3. Impact Points
   • Explore Digital Opportunities
     1. Website
     2. Database Management System
     3. SEO/SEM
     4. Social and predictive marketing
4. Review/approve Budgets and Critical Path
5. Identify legal and brokerage requirements
   • Define open/closed states
   • Create Buyer’s Guide
6. Determine product segmentation and potential builders
7. Define the Dynamic Pricing Matrix
8. Consider cross-community and brokerage referral opportunities