Development Proposal

Development Marketing Proposal
Marketing Proposal for
THE DEVELOPMENT
Prepared for Echo Investments, LLC
Prepared by The Mario Greco Group
Mario Greco • Rubloff Residential Properties
2663 North Halsted Street • Chicago, IL 60614
773.687.4696 • 773.687.4626 fax
[email protected]
www.rubloff.com • www.mariogreco.com
Table of Contents
THE DEVELOPMENT
Project overview
2
MARKETING OVERVIEW
3
Strategy Flow chart
4
MARKETING STRATEGY
Define Market Position
Create Project Brand Identity
The Sales Process
The Mortgage Process
The Communication Process
THE RUBLOFF DIFFERENCE
The Rubloff Difference
The Mario Greco Group Difference
Our Marketing Team
11
12
14
Mario Greco Group Project History
20
Responsibilities & Costs
Marketing Responsibilities
Initial Marketing Milestones
Developer & Broker Responsibilities
Staffing
Compensation
24
25
26
27
28
Appendices
I: Media Plans
II: Marketing Milestones
III: Sample Marketing Material
IV: Websites Where Rubloff Listings Appear
30
33
36
41
5
5
6
8
9
2
Project Overview
THE DEVELOPMENT
67 Residential Housing Units
Including 56 Townhomes and 11 Condominiums
- Townhomes range from 1800 – 2400 sf
with 3 Bedrooms, 2.5-3 Baths,
2 Car Garages and Rooftop Decks.
- Condominiums range from 850-1250 sf
with 2-3 Bedrooms, Parking included
and 7 CPAN Units.
- Affordable homes for first time and
first time move-up buyers, located in
historic Logan Square near restaurants & shopping
3
Above and Beyond! tm
THE MARIO GRECO GROUP
Mario won the Chicago Association of Realtors’ Platinum Award for Volume and the Gold
Award for Units with $103M and 206 transactions/sales for 2006. He ended the year as the #2
full-service residential Realtor in the entire city of Chicago.
Mario founded his own realty firm while still a senior Intellectual Property Litigation associate at
Kirkland & Ellis. After founding Greco Realty & Brokerage, LLC, Mario left the active practice
of law to pursue a full-time career in real estate. His company grew to four agents and was
acquired by a large well-recognized Chicago real estate company in September 2002.
Mario ended 2003 as the #2 producing individual agent of that franchise in Illinois and #38 in
the country, having sold over $40 million worth of real estate in his first full year in the
business. He has been in the top 1% of all Chicago realtors since earning his license, has been
the top agent at Rubloff since arriving in early 2004, and has sold over $400 million worth of
Chicago real estate since 2002. Mario ended 2006 as the top producer in the entire company for
the third straight year with $103 million in sales and in 2007 will again be the top producer of
Rubloff with over $110 million in sales.
Mario is also the regular guest real estate expert on the morning television news program,
“Fox News in the Morning” in Chicago; he has also been interviewed as an industry expert by
The Chicago Tribune, The Chicago Sun-Times, Chicago Magazine, Chicago Social, Chicago Agent
Magazine, Realtor Magazine, and Crain’s Chicago Business. Mario has appeared on the covers of
Real Estate Executive and Chicago Agent Magazine.
Mario now leads The Mario Greco Group at Rubloff. It consists of 12 additional team
members: Laura Grisenti, Director of New Business & Group Manager; Camille TaVorn,
Scheduling & Contacts Manager; Lindsay Muller, Marketing & Web Manager; Patrick Beedie,
Contracts & Closings Manager; Clare Armbruster, Marketing & Web Coordinator; Caitlin Radick,
Administrative Assistant; Fred Merritt, Brent Garcia, Javier Zamora, Julie Chappell and Scott
Preston, Sales and Marketing; and David Adams, Land Acquisition and Developer Services.
The Mario Greco Group’s business is split between traditional brokerage (buyers and sellers) and
working with developers/builders to find and to build on or buildings to rehab, and then selling
the resultant homes. The Mario Greco Group is a dedicated team that attends and manages all
showings without the use of lockboxes.
Pricing
Features
Target
Demographic
Competition
Define Market
Position
Public Relations
Events
Sales Center Design &
Model Merchandising
Signage
Advertising Campaign
Printed Materials
Marketing
Deliverables
Community
Property
Area
Establish Unique
Selling Propostion
Create Project
Brand Identity
Walk-Through
Ongoing
Follow-up
Contract
Presentation
Create Buyer
Excitement
Consistency of
Messaging
Consistency of
Personnel
Sales Process
QSC Buyer
Satisfaction
Survey
Ask for Buyer
Referrals to
The Arches
Post-Close
Follow-up
Close
Smooth
Closings
Ongoing
Follow-up
Builder
Confidence
Buyer
Commitment
Pre-Approval
Experienced Wells
Fargo Loan Agent
On-Site
Mortgage Process
The Mario Greco Group’s Strategy
for
Delivering Excellence with Reliability and Accountability
24/7 Customer
Service
Benchmark Phone
Calls/Emails
24/7 Buyer
Database
Weekly Sales
Meetings/Reports
Buyer
Builder
Communication
Process
4
5
Marketing Strategy
THE DEVELOPMENT
Define Market Position
We begin by understanding who our buyers are and what they want in a new
home. Through understanding of consumer needs and wants we are able to
recommend standard features, design elements, options, and suitable floorplans.
It is also essential to know the market, the alternatives facing our prospective
buyers, popular features and options, competitive pricing, and the strengths and
weaknesses of competitive developments.
From this information we develop a comprehensive market analysis of
recommended product features and pricing. In this case we will actually go through
the existing floor plans to make recommendations in layout, features, standard and
upgrade finishes and pricing. This analysis also helps us understand how The
Development will stand apart from competitors.
Create Project Brand Identity
For advertising and marketing to be effective, we must create messages and
imagery that resonate with our targeted demographic. We ask what is
singular about this development and how does it stand apart from anything else in
the market place? The answer to this question will define the unique selling
proposition and will provide us with the basis for all of the marketing and
advertising we will develop for The Development.
The Rubloff Marketing Department is adept at creating campaigns that have
impact. They will work closely with The Developer and The Mario Greco Group to
create a compelling personality for The Development and use this to set it apart
from our competitors in all of the ads, printed materials, signage, public relations,
model staging, and community theme.
Rubloff Marketing will work closely with you in order to generate a
comprehensive written marketing strategy. Before we begin you will have
complete confidence that your marketing and advertising will generate buyer traffic,
buyer confidence and a buying atmosphere; in short, successful results.
6
Marketing Strategy
THE DEVELOPMENT
The Sales Process
The Mario Greco Group is committed to managing the transaction from
beginning to end. Selling a new home is an involved process and our job is to not
only close the sale, but also to work with buyers making buying a home from
Echo Investments is a positive experience.
• Consistency of personnel is essential in a new home sales office because the sales
people in this environment must be familiar with the product, know the competition,
and know all of the buyers and visitors. A team of experienced agents will be assigned
specifically to The Development. These agents will be your sales team, dedicated to
you and your development.
• Each salesperson will have a consistent message in his or her presentation to visitors. We understand that every sales person has their own style. But it is
important for new home sales personnel to be consistent and well versed when
speaking about the community, its features, upgrades, and surroundings.
• All great sales people have enthusiasm for the selling process, the product and,
most of all, the client. Our enthusiasm in greeting people or responding to
inquiries starts the ball rolling and this continues on through to closing.
• Ensuring that every buyer fully understands their sales contract is an essential
obligation of any real estate sales professional. Each member of The Mario Greco
Group is committed to spending the time and patiently explaining the sales contract
and buying process to our customers.
• Staying in-touch with the new home buyer on a regular basis prevents
misunderstandings and keeps the buyer engaged in the process of buying a new
home. We believe in regular buyer updates; through emails, phone calls, and
face-to-face meetings.
7
Marketing Strategy
THE DEVELOPMENT
The Sales Process (continued)
• Buyer finish selection is an opportunity for cementing the buyer purchase
decision and to create additional revenue for the builder. We believe in creating
excitement around this important buyer milestone.
• We always accompany buyers on the walk-through inspection along with the
construction supervisor.
• We are there at closing and after the close. A friendly call after closing is a great
way to let the new home owner know that we care how they are adapting to their
new home. It is important for them to have the confidence that we are with them
all the way.
• When we are satisfied that the buyer is happy in their new home, we always ask if
any friends or relatives might be in the market for a new home.
• Finally, we are accountable. Every Rubloff buyer gets to voice their opinion on
how they feel the transaction went with a post-close survey from our impartial third
party provider, Quality Service Certified, Inc.
8
Marketing Strategy
THE DEVELOPMENT
The Mortgage Process
The importance of having an experienced loan professional to work with our
buyers cannot be overstressed. Financing can be the most daunting part of the
buying experience. First-time buyers and second time move-up buyers are likely to
be an important source of our buyers at The Development. Because of this, we need
to have a home mortgage consultant who has the experience to advise and guide our
purchasers every step of the way.
By having buyers pre-approved, both Echo Investments and the buyers can
proceed with the confidence that the sale will successfully go through to close.
Buyers will be more committed. You will be confident that every home built will
close on-time.
9
Marketing Strategy
THE DEVELOPMENT
The Communication Process
Keeping you and the buyers informed at each milestone is essential. You can be
confident that The Mario Greco Group will be fully accountable. First we
believe in holding weekly sales meetings with all team members including sales,
marketing and Echo Investments. Each week we will generate sales reports
detailing the status of each prospect and buyer. Traffic reports will be used to make
sure that your advertising dollars are being wisely spent, generating the appropriate
level of potential buyers through our sales center.
The Mario Greco Group also believes in superior customer service for
buyers. Again, because many of our buyers are likely to be first-time or second-time
move-up buyers, they normally require more attention than buyers more
experienced in buying a home. We are experts at handling this type of buyer. That’s
why we have benchmark communication pieces established for each transaction and
construction milestone.
Our transaction coordinator plays a huge part in keeping deals together and
getting them closed. Our transaction coordinator is office based and will be
available to you as well as lawyers and lenders on a daily and constant basis to
answer questions or follow up on details.
Providing a high standard of customer service and communication is another
important aspect of our transaction management process. It gives you the
confidence that each of your buyers is being treated like a VIP, so that by
the time of close they will be completely satisfied with the buying process at
The Development.
The RUBLOFF DIFFERENCE
11
The Difference
RUBLOFF Residential Properties
Experience
Our agents outperform the competition with an average $6.6 Million
in sales volume per agent.
Market Reach
Our market expertise spans diverse areas, from Evanston to Olympia Fields.
Name Recognition
The Development will benefit from Rubloff’s brand equity as the most trusted
name in Chicago Real Estate.
Strong Relocation Department
Transactions exceeded $120 Million in 2005; we can deliver buyers
through our corporate relationships.
In-House Ad Agency
One of the best marketing departments of any firm in Chicago,
focused on The Development, & saving you thousands of dollars.
Strong Administrative Back-Up
We have fully staffed and experienced accounting & IT departments
at your service. Each office is open seven days a week with dedicated support staff.
12
The Difference
THE Mario Greco Group
Development Experts
True to our motto “Above and Beyond,” we provide our
developer clients with gifted sales professionals who know
how to close deals.
Extraordinary Experience
While the Chicago real estate market declined 26% in 2007,
The Mario Greco Group increased its sales 21%.
Organized Sales Approach
Details never escape us. Our experienced support team
tracks every sale from beginning to end to ensure trouble
free closings.
Reporting
Our clients always know what is happening through weekly
reporting from our sales and support team.
Relentless
The Mario Greco Group thrives by the relentless pursuit of
excellence.
13
Your Broker
the Mario Greco Group
Our Mission
… is simply to provide the best service and
solutions for our clients.
Our Standard
… is the best price in the least amount of
time ... in the most convenient manner.
Personal Service
… is a hallmark of The Mario Greco Group, a
full service real estate brokerage team. Backed
by the incomparable marketing and technical
services of Rubloff Residential Properties, we
assure our clients unyielding service and
maximum energy in the pursuit of their real
estate goals.
Superior Service
…is the highlight of The Mario Greco Group.
Whether we are marketing your development or
selling your home or searching for just the right
property to purchase, we focus on your realty
needs first. We employ proven and innovative
strategies to achieve success and solutions for
you:
-team approach
-specialized skills targeted to accomplish
your goals
-new business intake/contract management
specialist to follow your transaction through to
fruition
-skillful negotiating strategies
-superior marketing expertise
-solid sales history
-broad understanding of local property
values and market trends
-member of the Multiple Listing Service of
Northern Illinois
-years of experience
-award-winning highly trained sales agents
-proactive marketing
-we keep you updated!
14
Our Marketing Team
RUBLOFF Residential Properties
MARIO GRECO
Broker Associate
Born and raised in Chicago, Mario came to real estate by way of engineering and the law.
Mario graduated with honors from Northwestern University with degrees in Chemical
Engineering and Environmental Engineering and from Boston University School of Law
with honors as well. For almost 7 years, Mario practiced law at both Jones Day and Kirkand
& Ellis in Chicago in their Intellectual Property Litigation departments. While practicing
law full-time, Mario started his own real estate brokerage firm, Greco Realty & Brokerage,
L.L.C., (“GRB, LLC”) and sold an average of $9M worth of real estate a year on a part-time
basis. Even while practicing law and for every year since he started selling real estate Mario
has been included in the top 1% of all realtors in Chicago.
GRB, LLC grew to 4 agents and an assistant before being acquired by C21 Sussex & Reilly
in 2002. Based on gross commissions earned by an individual agent, Mario was the #2
Century 21 individual agent in Illinois and #38 in the country for 2003. Since becoming a
full-time Realtor, Mario has averaged over $80M per year in sales.
Mario left C21 Sussex & Reilly in 2004 and joined Rubloff, one of the oldest and most
prestigious real estate brokerages in Chicago, creating The Mario Greco Group in the
process. The Mario Greco Group sold almost $80M worth of real estate in Chicago in 2005.
Mario ended 2006 as the top producer in the entire company for the 3rd straight year with
$103M in sales and in 2007 will again be the top producer of Rubloff with over $110M in
sales.
He and his wife, Julie, and dogs, Howard, Josie, Sherman, and Chloe, currently live in
Lincoln Park.
15
Our Marketing Team
RUBLOFF Residential Properties
David Adams
Land Acquisition/Developer Services
David Adams joined the Mario Greco Group in May 2004. David comes to real estate after
a successful career in technology with companies of varying size from 25 to 7000 employees
managing software testing efforts and teams. He worked his way through school catering for
a very small catering company in all capacities of the business.
David’s past experience, enthusiasm, and work ethic has helped him to be a collaborator
with his customers. He works through all aspects of a transaction with his clients, keeping
the process on track and well-communicated to all parties involved.
The majority of David’s business is helping buyers find new homes. He has extensive
experience with new and out-of-town buyers and enjoys explaining, exploring, and showing
new neighborhoods. Another part of his business is working to help developers with land
and building acquisition. These two aspects of David’s business complement each other well.
David and his wife, Kate, have lived in Uptown and Sheridan Park for the last 10 years,
recently moving to Edgewater with their new son, Henry who arrived in the Summer of
2006.
16
Our Marketing Team
RUBLOFF Residential Properties
BRENT GARCIA
Sales and Marketing
Brent entered real estate in 2004. His experience includes residential sales and leasing, as well
as mortgage lending. Brent’s prior experience was in the personal financial services and asset
management arena. This allows Brent’s clients to have a fully integrated plan when selling or
buying their home or investment property.
Brent was born and raised in California, and has lived in Chicago since 2003. He graduated
from Washington University in St. Louis with a degree in Business Administration, and lives
in the Palmer Square neighborhood of Chicago.
FRED MERRITT
Sales and Marketing
Fred moved to Chicago in 1994 to pursue a trading career on the equity markets, utilized
analytical skills, and learned from the Business School at Indiana University to evaluate
market trends. He came to Real Estate in 2004 as a leasing specialist.
Fred lives in Andersonville and likes to spend time at the beach with his Labrador Retriever.
17
Our Marketing Team
RUBLOFF Residential Properties
SCOTT PRESTON
Sales and Marketing
Scott entered the real estate business in 2006. He initially worked in a sales center for a
development being built in the South Loop until he started with the Mario Greco Group in
July 2007. Prior to real estate, Scott did marketing and production for the largest producer
of music and sporting events.
Scott was born in Grand Rapids, Michigan and has resided in Chicago periodically since
2000. He graduated from Michigan State University in 2003 with a B.A. in
Telecommunications. Scott currently lives in the Uptown neighborhood of Chicago.
Patrick BeedIe
Contracts & Closings Manager
Patrick has been a member of the Mario Greco Group at Rubloff since September 2007.
He was born and raised in a south suburb of Chicago and currently resides in the West
Loop. Patrick earned a Bachelor’s Degree in Accounting from Eastern Illinois University,
and has practiced in the not-for-profit, private and public sectors. His work experience is
not limited to but includes that of Accounting Manager/Budgetary Analyst and full-service
Public Accountant/Consultant.
Patrick’s interest in real estate stems from his love of the city of Chicago and its many
distinct neighborhoods, as well as his passion for helping others. He is an aquarium enthusiast and enjoys doing most anything considered touristy.
18
Our Marketing Team
RUBLOFF Residential Properties
DARLENE LITTLE
Executive Vice President, Managing Broker
Rubloff Residential Properties was fortunate to obtain Darlene Little as Vice President in
1997. Her previous real estate experience includes Vice President, Managing Broker,
Operations Manager, Sales Trainer and Selling Broker. Darlene’s easy going management
style provides an oasis for agents in the fast-paced upper-end real estate market. She is fair,
empowering, visionary, supportive and most of all has the same high level of ethics that has
been the hallmark of the Rubloff name for seven decades. Prior to entering the real estate
industry she was founder and President of her own corporation with four locations in the
Chicagoland Area.
Darlene’s commitment to the excellence of the Real Estate Industry is apparent in her
industry involvement. She also serves on the Chicago Association of Realtor’s Professional
Standards Committee and has previously served on Countdown to 2000 Committee, and
Chaired the Inaugural Banquet Committee. She has served on the Restructuring Task Force
of the Multiple Listing Service of Northern Illinois, and was on the Contracts/Riders/Forms
Task Force. Darlene is Chairperson of several Arbitration and Ethics Hearing Panels, former
Chairperson and Co-Chair of the Community Service Committee, Vice President of the
Chicago Metro Group RELO Organization and former Director for Lincoln Central
Association. She currently is the Immediate Past President of the Chicago Association of
Realtors, as well as a Director of Illinois Association of Realtors, National Association of
Realtors and Vice Chairman of CAR’s Education Foundation.
Darlene earned her B.A. in Psychology at the University of Illinois, College of Arts and
Sciences, Chicago. She is a third generation Lincoln Park resident and lives in one of
Lincoln Park’s historic rowhouses with her daughter Stacy. Darlene enjoys travel, theater,
music, piano playing, dance, reading, cultural and sporting events, and mother-daughter
excursions.
19
Our Marketing Team
RUBLOFF Residential Properties
MARK PULLINGER
Vice President, Director of Marketing
Mark is a seasoned professional with more than 20 years of experience in marketing and selling real estate. His accomplishments include the successful launch of Trump
International Hotel & Tower, Chicago and The Ritz-Carlton Residences on the Magnificent
Mile. Prior to joining Rubloff, Mark worked for GMAC Real Estate as head of their national
advertising. He worked for several home builders in California in charge of sales and
marketing for master planned communities in the San Francisco Bay area. Mark is an expert
at marketing, advertising, staging and selling new home developments.
Mark holds a Master’s degree in Public Administration from Northern Illinois University
and grew up in Glenview. He now lives with his wife and two children in Barrington.
PROJECT HISTORY
21
Development History
the Mario Greco Group
22
Development History
the Mario Greco Group
RESPONSIBILITIES AnD COSTS
24
Marketing Responsibilities
THE DEVELOPMENT
Rubloff Provided
Marketing Resources
Owner Participation
Advertising
Fully planned, timed and designed
marketing campaign, including :
- Access to our in-house advertising
agency
- Access to preferred media rates
- Media planning and buying
- Public relations
- Signage design and installation
- Brochure design & printing management
- Design and manage mailings
- Web design and eMarketing
- Provide resources for merchandising
- Chicago Tribune
display advertisement
- Chicago Sun Times
display advertisement
- Chicago Social
- Rubloff Presents
- Chicago Reader
- The Chicago Free Press
- Model Merchandising
- Printing Costs
Rubloff Provided
Advertising
- Rubloff’s weekly Chicago Tribune
development advertisement
- On-Site Signage
- Postcard Mailings
- eBlast Mailings
* See Appendix I: Marketing Plan & Budget
25
Initial Marketing Milestones
THE DEVELOPMENT
- Spring 2008:
Prepare Fully Decorated Sales Office
and Model
- February-March 2008:
Teaser Advertising Campaign
- Mid-March 2008:
Grand Opening for Sales
- March-June 2008:
Crescendo Advertising Campaign
We will deliver a comprehensive written plan.
The plan will include all elements needed to
successfully market The Development,
including:public relations, advertising, events,
web marketing, and networking. All of these
elements will be combined to create maximum
exposure and ultimately deliver a high level of
sales office traffic.
While keeping the target demographic in
mind, Rubloff Marketing will position The
Development in the marketplace through
compelling messaging and eye catching visuals.
We will also assist with product merchandising
and community themes that will resonate with
your clients.
* See Appendix II: Marketing Milestones
26
Developer & Broker Responsibilities
THE DEVELOPMENT
Developer Responsibilities
-floor plans
-full specification sheet
-all finish samples in model
-sales contract from attorney
-condo and HOA documents
-sales brochures and various print materials
-display advertising
-prompt approval sign-off on materials
-model staging fees
-interior designer/finish coordinator
-model furnishing and decoration
-availability for offer presentation
-timely build-out of units
-prompt attention to punch lists
Mario Greco Group
Responsibilities
-marketing strategy
-creative
-define market position
-create brand identity
-design and purchase sales sign
-advertising
(Rubloff Tribune Development Page)
-eBlasts
-model staging (consulting)
-sales coordination
-showings
-broker’s open house
-open house, community outreach
-contract management
-buyer (and selling agent) contact
-weekly updates to developer
-available for developer meetings
-buyer finish selection coordination
27
Staffing
RUBLOFF Residential Properties
Responsibilities
Staffing & Hours of Operation
- Sell from 6 to 8 homes per month
- Staffing:
3 Commissioned Sales Associates
2 Salaried, Licensed Assistants
- Create a comprehensive marketing plan
- Provide weekly sales reports
- Review and advise on pricing
- Conduct pricing and absorption studies
- Review and advise on floorplans
- Review and advise on standards and
options
- Provide consultation on unit design
- Weekly activity reports
- Provide regular market updates
- Manage contracts
- Supervise and direct finish selection
coordinator
- Create and manage closing flow chart
- Attend all project meetings
- Hours:
Saturday & Sunday 10:00am –5:00pm
Wednesday & Thursday 3:00pm –7:00pm
and by Appointment
28
Compensation
THE DEVELOPMENT
Rubloff shall be paid a percentage of the base price on each unit sold.
A percentage cooperative commission for buyer brokers, including Rubloff
buyer brokers, shall be paid out by Rubloff. There will also be a percentage
commission for buyers who are not represented by a co-op broker.
Other Broker incentives as agreed upon shall be paid at closing of
transaction.
Marketing, staging and advertising expenses are as detailed in the Marketing
Proposal.
APPENDICES
Appendix I
30
The DEVELOPMENT
Exhibit B: Marketing Plan and Budget
Marketing Plan and Budget
Development Marketing Plan
Client: Echo Investments
Project Name: 2650 N. Ridgeway
Sales Associate(s): Mario Greco & The Mario Greco Group
Branch Office: Lincoln Park
RUBLOFF RESIDENTIAL PROPERTIES
Date: 1.21.08
Rubloff Cost
Builder Cost
Advertising:
Graphic Design:
Responsible: Matt
Vendor: NA
Deliverables: Print Ads
40 hours x $120
$4,800
25 hours x $150
$3,750
Copy Writing:
Responsible: Mark
Vendor: NA
Deliverables: Ad copy as needed; various pubs
Media Campaign:
Responsible: Adriana
Publications:
Chicago Tribune-City
Chicago Tribune-City
Hyde Park Herald-Rubloff Ad
The Chicago Journal-Rubloff Ad
Chicago Tribune-City Development
Chicago Agent
Sun Times
Crain's
Chicago Social
Reader
Reader
Rubloff Presents
Red Eye
Red Eye
Avenues
Distinctive Homes
Leading Estates
Ultimate Address
Windy City Times
Chicago Free Press
Wall Street Journal-Chicago
New Homes Magazine
Web Advertising:
Web Site
chicagoreader.com
TimeOut.com
Tribune.com Metromix
Size(s):
1/2 Page BW
Full Page C
1 spot
1 spot
1 spot
Full Page
Frequency:
Rate:
6
92
2
$5,346.00
$9,077.00
$107.00
$43.00
$296.00
$885.00
Full Page BW
1/2 Page BW
Full Page C
Full Page C
1/2 Page C
2
10
4
6
12
$1,950.00
$975.00
$1,200.00
$2,000.00
$1,000.00
Full Page Color
1/2 Page BW
1/4 Page BW
1/2 Page
6
12
10
$1,863.00
$560.00
$5,724.00
$850.00
$1,770
$0
$0
$0
$3,900
$9,750
$4,800
$12,000
$12,000
$0
$0
$0
$0
$11,178
$6,720
$57,240
$0
Total Impressions
924,000
1,120,000
768,000
$8,580
$13,440
$11,892
Monthly Avg. Impressions
40,174 average impressions per month
48,696 average impressions per month
33,391 average impressions per month
Print Adv. Sub-total:
$32,076
$0
$0
$0
$27,232
$35,782
$185,346
Public Relations
Ongoing PR Support
Story Ideas:
Media Pitches:
Press Releases:
Account Supervision:
Ruder Finn
Ruder Finn
Ruder Finn
Mark
2 hours/mo. x $200 x 24 mos.
2 hours/mo. x $200 x 24 mos.
2 hours/mo. x $200 x 24 mos.
1 hour per mo. X $150 x 24
$9,600
$9,600
$9,600
$3,600
$32,400
Public Relations Sub-Total
Web Site:
Site Design:
Responsible: Mark
Supervision
Vendor: TBD
Deliverables: Web Site mapping, design, & development
40 hours x $150
$6,000
$10,000
Copy Writing:
Responsible: TBD
Vendor: NA
Deliverables: Write copy for each web page
$0
Server Host:
Responsible: Mark
Vendor: TBD
_____________________
Developer
______________________
Broker
$300/mo. X 24 months; includes web site maintenance
Web Site Subtotal:
$6,000
$7,200
$17,200
Appendix I
31
The DEVELOPMENT
Exhibit B: Marketing Plan and Budget
Marketing Plan and Budget
Marketing Materials
Graphic Design:
Responsible: Matt
Vendor: NA
Deliverables: Brochure
Post cards & mailers
60 hours x $120
$7,200
$0
Copy Writing:
Responsible: Mark
Vendor: NA
Deliverables: Brochure
Post Cards & mailers
$0
20 hours x $150
$3,000
Photography:
Responsible: Mark
Vendor: Getty Images
Deliverables: Brochure images/lifestyles
4 x $400
$1,600
Printing:
Responsible: Mark
Supervision
10 hours x $150
Vendor: TBD
Deliverables: Brochures; Q = 5,000 (average traffic count 50/week x 92 total est. week sell out = 4,600) x $4.00 each
Collateral Materials: mailers; handout flyers; & letterhead (as necessary)
Brochure Subtotal:
$1,500
$20,000
$2,500
$11,700
$24,100
Signage:
Onsite Exterior:
Responsible: Mark
Vendor: Vision Graphics
Deliverables: Onsite ad sign
Supervision
10 hours x $150
$1,500
1 each 4x8 dual directional "Sales Centre" sign/2 sided
$2,136
Onsite Interior:
Responsible:
Vendor:
Deliverables:
Directional:
Responsible:
Vendor:
Deliverables:
Signage Subtotal:
$1,500
$2,136
eBlast
Design
Responsible: Sara
Vendor: NA
Deliverables: 1 ePostcard every month for 24 months
8 Hours x $120 x 24
$23,040
$0
Responsible: Mark
Vendor: NA
Deliverables: 1 ePostcard every month for 24 months
6 hours x $150 x 24
$21,600
$0
Responsible: Sara
Vendor: NA
Deliverables: eBlast to unlimited addresses
2 hours x $120 x 24
$5,760
$0
$50,400
$0
Copy
Delivery
_____________________
Developer
______________________
Broker
Appendix I
32
The DEVELOPMENT
Exhibit B: Marketing Plan and Budget
Marketing Plan and Budget
Sales Office:
Location Planning:
Responsible: Echo Investments
Vendor: TBD
Deliverables: plot map of trailer location; graded & improved site with phone, sewer and water; landscaping.
Floor Plan Design:
Responsible: Mark
Vendor: Pac Van
Deliverables: sales office layout
$0
8 hours x $150
$1,200
$0
Décor:
Responsible: Mark
80 hours x $150
Vendor: Stanton Interiors
Deliverables: Topo table/community; floorplans and rendering displays; builder story; community story; custom cabinets for storage; Interior
Design of permanent sales office
$12,000
Sales offices vary in design and complexity. The cost ranges are:
1) Temporary & very Basic Mobile Sales Office = $38,600
2) Permanent Mobile Sales Office w/First rate design = $250,000
Displays:
Responsible:
Vendor:
Deliverables:
Trailer Rental:
Responsible: Mark
Vendor:
Deliverables:
We recommend a fully decorated, well appointed
permanent sales office
Sales Office Subtotal:
$180,000
$13,200
$180,000
Events:
Pre-Sales Grand Opening:
Responsible: Mario/MGG
Vendor: TBD
Deliverables: food & drinks
$1,000
Grand Opening:
$5,000
Responsible: Mario/MGG
Vendor: TBD
Deliverables: Food, drinks and entertainment
Broker Parties:
Responsible: Mario/MGG
Vendor: TBD
Deliverables: food, drinks, & prizes
4 events x 1500
$6,000
Other:
Responsible:
Vendor:
Deliverables:
Events Subtotal:
_____________________
Developer
______________________
Broker
$12,000
Create Project Identity & Logo
Write Ad Copy
Design Print Ads
Receive Final Plans &
Features
Write Brochure Copy
Design Brochure
Print Brochure
Write Copy for eBlast &
Postcards
Design eBlast
Design Post Cards
Write Web Site Copy
Design Web Site
Website Launch
Design Signage
Sign Production
Sign Installation
Sales Office Planning & Design
Sales Office Installation
Launch Teaser Campaign
Grand Opening Announcement
Ads
VIP Event-Brokers & Press
Sales Office Grand Opening
Grand Opening Advertising
Print Advertising Campaign
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
Task
Media Plan
2
Task Name
Marketing Plan & Budget
1
ID
525 days
15 days
1 day
1 day
6 days
32 days
8 days
38 days
1 day
15 days
10 days
1 day
16.5 days
11 days
3 days
3 days
3 days
14 days
14 days
5 days
1 day
5 days
5 days
10 days
5 days
5 days
Duration
8
T
W
T
F
S
Progress
Feb 3, '08
S M T
W
T
F
S
W
Summary
Feb 10, '08
S M T
T
F
S
Feb 17, '08
S M T
W
F
Feb 24, '08
S M T
Project ID
S
Rolled Up Task
T
W
F
2/28
T
Mar 2, '08
S M T
Deadline
S
W
T
F
S
Mar 9, '08
S M T
Marketing Milestones
The DEVELOPMENT
W
T
F
S
Mar 16, '08
S M T
W
T
F
S
Mar 23, '08
S M T
W
T
F
S
Mar 30, '08
S M T
W
T
F
S
Apr 6, '08
S M T
W
T
Appendix II
33
F
S
Apr 13, '08
S M T
W
T
S
4/18
4/18
F
Task
Apr 20, '08
S M T
W
T
S
4/25
F
4/27
Apr 27, '08
S M T
T
Progress
W
F
S
May 4, '08
S M T
W
T
S
Summary
F
May 11, '08
S M T
W
T
F
S
W
Rolled Up Task
May 18, '08
S M T
T
F
S
W
T
Deadline
May 25, '08
S M T
F
S
Jun 1, '08
S M T
W
Marketing Milestones
The DEVELOPMENT
T
F
S
Jun 8, '08
S M T
W
T
F
S
Jun 15, '08
S M T
W
T
F
S
Jun 22, '08
S M T
W
T
F
S
Jun 29, '08
S M T
W
T
F
S
Jul
S
Appendix II
34
, '08
M T
W
T
F
S
Jul 13, '08
S M T
T
Task
W
F
S
Jul 20, '08
S M T
W
T
F
Jul 27, '08
S M T
Progress
S
W
T
F
S
Summary
Aug 3, '08
S M T
W
T
F
S
Aug 10, '08
S M T
T
F
S
Rolled Up Task
W
Aug 17, '08
S M T
W
T
S
Aug 24, '08
S M T
Deadline
F
W
T
F
S
Marketing Milestones
The DEVELOPMENT
Aug 31, '08
S M T
W
T
F
S
Sep 7, '08
S M T
W
T
F
S
Sep 14, '08
S M T
W
T
F
S
Sep 21, '08
S M T
W
T
F
S
Sep 28, '08
S M T
W
Appendix II
35
Appendix III
Development Marketing Samples
36
Hoyne Manor
Appendix III
Development Marketing Samples
37
Winthrop Terrace
Marketing Samples Development Marketing Samples
Appendix III
38
30% SOLD!
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- - ! ! ! The Ritz-Carlton Residences, Chicago, Magnificent Mile are not owned, developed or sold by The Ritz-Carlton Hotel Company, L.L.C. 670 N Michigan LLC uses The Ritz-Carlton marks under license from The Ritz-Carlton Hotel Company, L.L.C.
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Exclusively marketed by Rubloff Residential Properties. All features and amenities depicted herein are based upon current development plans, which are subject to change without notice and further subject to the disclosures set forth in the Property Report
for The Residences Condominium on the Magnificent Mile, and the terms, conditions and provisions of the Condominium Purchase Agreement. Artist’s rendering by Neoscape.
The Ritz-Carlton Residences
Marketing Samples Development Marketing Samples
Appendix III
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coming soon to this site
Kevin Wood
312-368-5958
5400 sq ft
40’ wide lots
6 Bedrooms
5 1/2 Baths
Environs Development at Hartland Park
Marketing Samples Development Marketing Samples
Appendix III
102
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40
Appendix IV
41
Websites Where Rubloff Listings Appear
Rubloff.com
Rubloff.com is the Chicago area’s premiere website for property
searches. Awarded the prestigious “Webby” for creative design,
Rubloff.com offers what consumers want: fast and easy property
searches. Rubloff.com averages 386,000 unique views per month
and allows the public to search more than 125,000 listings in all of
the Rubloff service areas.
REALTOR.com
The leading real estate website, with 8 out of
10 consumers shopping on their site; 6.6 million
prospective sellers & buyers go to realtor.com a month. All
Rubloff listings receive video tours on realtor.com. Listings with
video tours gets clicked twice as much.
Agents may establish accounts to have additional listing
features, if desired. To find out more information, please
visit http://resource.realtor.com/agent/Listings.aspx
Listings will take up to two days before they appear.
Changes to text or photos also take two days.
TRULIA.com
Trulia is one of the top 3 real estate websites nationwide and has
revolutionized online home search by offering a rich, intuitive user
experience that points consumers directly to listings on agent and
broker websites. Using Google maps and RSS feeds, the site seems
to have taken the lead in the future of online property listings.
Trulia is the fastest growing website in the Real Estate category
(25%+ month on month growth over the last 6 months.) Over 2
million buyers and 1 million unique
users access the site each month.
Trulia accepts feeds directly for all Rubloff listings automatically!
Rubloff also advertises with Trulia, so the Rubloff logo is present.
Trulia also provides heat maps for area real estate pricing
Appendix IV
42
Websites Where Rubloff Listings Appear
ZILLOW.com
An online real estate community where real estate agents and brokers
can easily interact with home buyers and sellers throughout the home
buying process. Launched in early 2006 with Zestimate values and
data on millions of U.S. homes, Zillow has quickly become the second
largest real estate website attracting more than 4,000,000 unique
visitors a month.
All Rubloff listings appear automatically on Zillow.com.
All leads generated through the website go directly to the
Listing Agent, for free.
CHICAGOTRIBUNE.com
The Chicago Tribune’s website is number one in total market reach
among all Chicago news and information websites (source: Media
Metrix). Beating out popular national sites like CNN.com and
MSNBC.com, Chicagoans choose to get their online news from a
trusted, local brand. Attracting a young, educated, and affluent
audience, the Chicago Tribune website reaches more than a
million readers every month.
searchchicago.suntimes.com/homes
SunTimes.com is one of the nation’s top 10 most visited newspaper
Web sites. More than 48.8 million network page views per month.
Chicago Suntimes also offers a demographics rate card so you can get
a better idea of who is searching for real estate, at:
www.suntimes.com/advertising/mediakit/onlinedemos.html
CHICAGOJOURNAL.com
The Chicago Journal is the top weekly newspaper serving the
South Loop, Near West, West Loop, Bucktown, Wicker Park, Ukrainian Village
and West Town, of Chicago. On average, chicagojournal.com has 3.8 million visitors each month.
LUXURYREALESTATE.com
LuxuryRealEstate.com is the most-viewed luxury real estate website in the world (according to the Alexa
internet ranking service) with more than 35 million hits a month. The average price of the homes on their
website is $2.65 million. LuxuryRealEstate.com attracts an affluent, well-educated, professional demographic
of upscale homebuyers. Rubloff properties listed at over $1.5 million are featured on this site.
Appendix IV
43
Websites Where Rubloff Listings Appear
HOMES.com
Homes.com is one of the nation’s top online destinations
for real estate listings, home financing, mortgage
companies and brokers. The database contains nearly
one-million homes for sale and contains a wealth of
information to help users learn more about real estate.
HOMESEEKER.com
A national real estate website, Homeseeker is one of the
largest, up-to-date sources for properties in the United States.
Homeseeker provides a personal, customized
searching experience. The site offers advanced features
such as property valuation and market conditions. It also
offers information on specific neighborhoods and updates
on their respective market.
DAILYHERALD.com
The Daily Herald is suburban Chicago’s largest daily
newspaper. The Daily Herald provides a local perspective
with local content such as the northwest suburbs most
comprehensive news on the web. Dailyherald.com
has a traffic rank of 44,000 views per month.
RELOHOMESEARCH.com
RELOHomeSearch.com is an exclusive service of
Leading Real Estate Companies of the World™. Rubloff is a
member of the Leading Real Estate Companies of the World™
network. RELOHomeSearch.com is a community research tool
that you can use to find information about cities, neighborhoods,
zip code areas, etc. Once you click on a member property listing,
logo, or company name link, you are taken directly to the members’
websites where you can view full-market coverage.
GOOGLE.com
Rubloff.com ranks highly in real estate related searches on Google, regularly showing in the top 6 search results.
In order to maintain our rankings, Rubloff purchases a significant number of key real estate words and phrases
from Google.
Appendix IV
44
Websites Where Rubloff Listings Appear
Frontdoor.com
As an affiliate of HGTV, FrontDoor real estate offers homes
for sale across the country. The site also includes tips for
first time home buyers, and helpful information on
mortgages and the financing process.
With over 1.3 million listings and counting, they offer facts
and figures which are useful when comparing areas and
properties. Front door is a brand new website launched in
late 2007. Front Door is constantly adding new features,
which is rapidly increasing their traffic, and they are on
target to be one of the top real estate search engines by 2009.
apartments.com
Based in Chicago, Apartments.com is a national online
apartment guide and relocation resource distinguished by
its highly customized searches, superior visual ads and
affiliation with more than 180 newspapers and strategic
partners across the country.
By developing such comprehensive presentations of apartment communities and distributing them
where renters congregate online, Apartments.com delivers to its customers highly qualified, ready-to-rent
prospects, which increases their closure rate and decreases their average cost to lease an apartment.