NEW HOME SALES AND MARKETING. Jack Gallagher Discussion Leader Mid-Atlantic Division President Richmond American Homes

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1 NEW HOME SALES AND MARKETING Jack Gallagher Discussion Leader Mid-Atlantic Division President Richmond American Homes

2 Sales and Marketing Key Topics Model Homes Marketing and Advertising New Home Selling Process Sales and Marketing Team Members

Model Homes Key Questions How many models? What floor plans to build? Where to locate? To Furnish, or Not to Furnish? When to order furniture? How many upgrades to showcase?

3 Model Homes Key Questions How many models? What floor plans to build? Where to locate? To Furnish, or Not to Furnish? When to order furniture? How many upgrades to showcase? Do you keep the merchandising style and budget consistent across all models in a subdivision? Sales office in the garage, or in the study/home? Trap Fencing Is the complex appropriate for it? Landscaping and Hardscaping Where & How?

Model Count, Location, & Floor Plans Model Count Decision Factors Product Type SF or TH (or both) Total lot count in the community Location Decision Factors Primary traffic corridor

4 Model Count, Location, & Floor Plans Model Count Decision Factors Product Type SF or TH (or both) Total lot count in the community Location Decision Factors Primary traffic corridor through subdivision Visibility from main access roads Proximity to amenities, open space, views, etc. Floor Plan Selection Popularity, Profitability, Proximity to other Projects, & Lot fit

Model Merchandising Different approach for different builders If personalization is a key part of

package approach, keep it to the standards For RAH, we budget same $/sf no matter the location or

Professional merchandising has a long lead time. For RAH, 3-4 months.

5 Model Merchandising Different approach for different builders If personalization is a key part of your selling strategy, best to showcase the options If going with an everything is included or package approach, keep it to the standards For RAH, we budget same $/sf no matter the location or the floor plan. Other builders often tailor their merchandising budget to match buyer segment. Professional merchandising has a long lead time. For RAH, 3-4 months. Make your option selections early, and don t change them. Review Plans thoroughly. Crucial to plan upfront to have an on-time model opening.

Model Sales Office Garage is best for longer term projects.

discussing contract terms Stick with the same layout across

6 Model Sales Office Garage is best for longer term projects. Two offices are preferred for weekend staffing, with open floor space in front. Doors that close allow for buyer privacy when running numbers or discussing contract terms Stick with the same layout across communities for consistency in branding Digital resources such as touchscreens are replacing site maps and board displays

7 MARKETING & ADVERTISING

8 Onsite Marketing Strategies Signage Directionals (bandits) Community Entrance Banners Sign Spinners Key Intersections Flags - Flutter vs Fixed Burma Shaves Billboards Blimp Balloons Burma Shave signs

9 Online Marketing Strategies Company Website Must be easy to navigate Real-time accuracy is key Renderings, Tours and IFPs Google Ads / Keywords Social Media (Facebook) Blasts (CRM) Waze / Google Maps Traditional Marketing: TV, Radio, Flyers

10 Online Marketing Virtual Tours Amherst Model

11 NEW HOME SALES PROCESS

12 Sales Floor Varying Strategies Competitive vs. Shared Floor The Up system Fixed Rate Commission vs. Quota Temps vs. Office Closure Structural Options vs. Design Center Associates in Training / Assistants Procedural vs. Script Approach

13 Sales Process Contract to Close Lead generation, building rapport Running scenarios & choosing options Finalize decisions, execute contract Weekly follow-up, resolve concerns Track loan approval, communicate Help facilitate final walk-throughs Schedule settlement, deliver key Maintain communication through 30-day

14 Helpful Handouts Why buy new?

15 Helpful Handouts Why buy us?

Crucial that your assortments be refreshed regularly to meet new trends in the market for colors, materials, new

16 RAH Home Gallery With us, it s Personal Ability to personalize is one of the top reasons buyers choose New over Resale. Crucial that your assortments be refreshed regularly to meet new trends in the market for colors, materials, new technology, etc. Buyers must have an informed guide to keep the selection process exciting vs. overwhelming, and to encourage decisiveness. Review selections, and maintain a policy that enforces no changes after home start

17 Sales & Marketing Team Members VP/Director of Sales & Marketing Sales Manager (if larger region) Marketing Manager Sales Associates Associates in Training / Assistants Sales Coordinator Design Consultant (if applicable) EVERYONE!!! (We are all in Sales)

18 Questions?

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