We have a unique, state-of-the-art marketing system that has generated unmatched results for our clients. The foundation for this process is rooted in accountability and proactive, personal contact between our team and the investment community. However, a lot happens before a property ever makes it to the market.
Property values change frequently and unlike securities, an investor can not just open a newspaper to see today’s value. Our solution is a comprehensive analysis, which we refer to as a Proposal. We underwrite the asset by using a sophisticated cash flow model to derive the current market value. Then we identify the strengths and weaknesses of the property, as well as some opportunities for our client to enhance the value. We also perform a return on equity analysis which allows the client to compare their current cash flow with that of several other available alternative investments. The vast majority of the time a Proposal is completed, the property analyzed is not ready to be marketed. When a property is ready for marketing, we move to the next step in the process.
Customized Marketing Schedule
Before the asset is brought to the market, a customized marketing plan is developed for each property with a timeline projecting each action step to be taken in the marketing of the project. One of our core values is accountability and the marketing schedule is our written commitment to the client, as well as a roadmap to a successful closing.
Professional Photography & Graphic Design
Institutional quality marketing materials lend credibility to a property being marketed and can help increase the level of interest and awareness as well. We have a full-time professional photographer and graphic designer on staff to make sure that every property is positioned in its best light. We are committed to excellence in all phases of the marketing process and every property, regardless of the size or class, is treated like an institutional Offering!
Individual Property Website
After a property is listed, an individual website is created for the asset. The sole purpose of the unique website is to present the investment community the opportunity to review the complete offering memorandum and financials. We continually track all activity.
Immediately after a property has been placed on the market, a customized eBlast is created, featuring the investment highlights and multiple links to some limited financial information and the individual property website. Through state-of-the-art technology, we are able to track who views each eBlast. More importantly we monitor which investors clicked on the embedded links, as that demonstrates a potentially higher level of interest. From this list we proactively call each investor who clicked on any links embedded in the e-mail to personally promote the investment opportunity. This always leads to a substantial amount of interest in the property and frequently the ultimate buyer is found from our distinctive, hands-on approach.
Accountability was referenced above when describing the Customized Marketing Schedule; it is a core value for our team. Our detailed Seller Update is the primary method we use to give each client a systematic, measurable progress report on how the market is responding to the Offering. Each update begins with a brief letter from the lead broker describing anything newsworthy that has occurred since the previous update. The Update then gives a recap of each marketing step that has been completed to date, a recap of every property tour that has been conducted, a list of each offer received, positive and negative feedback, and concludes with the next steps that will be taken. Our guarantee is that no client will ever wonder what is happening with an asset they have entrusted us to sell.
Investors are inundated with properties for sale on a daily basis. One of the primary challenges that a broker faces is how to keep an Offering at the top of the stack of deals that an investor is evaluating. One highly successful strategy that we implement is a Buyer Update. The sole purpose of this Update is to provide prospective purchasers with some new piece of information about the Offering to consider. When a property remains on the market for a long period of time it can eventually develop a negative stigma and many times buyers conclude that there must be something wrong with the deal. By frequently supplying new data about the property for consideration, we avoid that stigma and are able to keep the property in the stream of consciousness of the investment community.