52TEN Brand Guide by fivesigma

VERBAL & VISUAL STRATEGY 52TEN VERBAL & VISUAL STRATEGY

How can we use this verbal & visual strategy? This strategy is the foundation for building the 52TEN brand. It includes details about 52TENâ&#x20AC;&#x2122;s culture, and the visual and verbal elements that make up the entire experience. This document should be used to help internal employees and external partners understand our brand and represent it effectively in their work. It isnâ&#x20AC;&#x2122;t the final state of our brand, but rather, a living document that reflects who we are in the current and near-future state.

PREPARED BY FIVE SIGMA STUDIO + SIDETONE | JUNE 2018

52TEN VERBAL & VISUAL STRATEGY

BRAND ROOTS

52TEN VERBAL & VISUAL STRATEGY

PURPOSE Our purpose is a clear description of why 52TEN exists. it summarizes the difference weâ&#x20AC;&#x2122;re trying to make in the world and what drives us every day.

52TEN exists to deliver a comfortable retirement and the best experience our investors have ever had. WE WILL ACHIEVE OUR PURPOSE THROUGH: A unique investment strategy: Making long-term investments in stable, recession-resistant asset classes (such as mobile home parks) that provide protection through any market cycle and deliver a lifetime of predictable income A unique approach to operations: Maintaining organized processes to provide timely, proactive communication and reporting so our investors always feel confident about their investment A unique investment model: Being 50/50 partners with our investors and eliminating ongoing fees so we are aligned with them and maximize their yield

52TEN VERBAL & VISUAL STRATEGY

VISION Our vision paints a picture of what the future will look like when we reach our goals.

Our vision is to build a portfolio of recession-resistant real estate, where each deal provides predictable income and protection through any market cycle.

52TEN VERBAL & VISUAL STRATEGY

VALUES Our values are the core beliefs that guide our team. They describe the way we operate and the characteristics we expect in each other.

ENDURANCE OVER SPEED Relates to our original value of “It Will Happen” and “Smart Investment Decisions”

PROACTIVITY OVER REACTIVITY Relates to our original values of “It Will Happen,” “World-Class Team” and “The Best Experience”

We believe in focusing on consistency, stability, and long-term results over quick wins.

We believe in being overly prepared and staying ahead of expectations.

WE LIVE THIS VALUE BY:

Having a buy-and-hold investment approach

Being meticulously organized with our business and property operations

Being disciplined, focused, cautious, and strategic with all of our actions Keeping the long game in mind

Delivering all reports, paperwork, and communication (monthly updates, P&L statements, distributions, K1s, etc.) on time Taking intentional steps today to improve performance and prevent issues in the future

52TEN VERBAL & VISUAL STRATEGY

VALUES

INGENUITY OVER CONVENTIONALITY Relates to our original values of “World-Class Team,” “The Best Experience,” and “Smart Investment Decisions”

We believe in doing things differently to deliver uncommon results.

IN ADDITION TO USING A UNIQUE INVESTMENT STRATEGY, MODEL, AND APPROACH TO OPERATIONS, WE LIVE THIS VALUE BY: Marketing directly to property owners and brokers, as well as getting creative with sellers, to find better deals Getting creative with the way we set up joint ventures with property owners and craft our offers to maintain control of escrows Using technology to save time and money while providing our investors with a better experience

52TEN VERBAL & VISUAL STRATEGY

VALUES

ALIGNMENT OVER INEQUALITY

HOSPITALITY OVER TRANSACTIONS

Relates to our original values of “The Best Experience” and “Smart Investment Decisions”

Relates to our original value of “The Best Experience”

We believe in building trusted, aligned relationships with our investors that consider the interests of everyone involved.

We believe in delivering a world-class experience that makes people love working with us.

WE LIVE THIS VALUE BY: Eliminating ongoing fees Sharing income and profit equally, and providing a preferred return to investors on income Using a simple, easy-to-understand model that is transparent on all levels

52TEN VERBAL & VISUAL STRATEGY

WE LIVE THIS VALUE BY: Acting as if we’re in a service business, not just providing a product Putting touchpoints in place that surprise and delight, such as frequent communication, thorough updates, and timely delivery of all paperwork Establishing a friendly relationship with our investors from day one and doing whatever it takes to ensure they always feel comfortable and confident

STYLE These traits represent the core personality traits of our brand and our style of doing business.

HUMBLE, BUT NOT MEEK

METHODICAL, BUT NOT BORING

Understated, down-to-earth, modest

Logical, cautious, strategic

We may be dealing with wealthy clients and large real estate investments, but our style is anything but flashy. We’re humble in the way we talk, understated in the way we look, and modest in the way we underpromise and overdeliver.

In an industry full of cowboys, we choose to run our business differently. From implementing a long-range vision and goal-oriented strategy for property management, to being meticulously organized with our operations, to maintaining proactive communication, there’s no detail left unattended. Every move we make is the result of strategic thinking, focus, and long-term planning.

AUTHENTIC, BUT NOT ARROGANT Real, transparent, direct People like doing business with us because we’re authentic, approachable, and don’t play games. It’s hard to know who to trust in real estate and finance, but people know that with us, what they see is what they get.

52TEN VERBAL & VISUAL STRATEGY

STYLE

WORLD-CLASS, BUT NOT ELITIST

CREATIVE, BUT NOT RISKY

Sophisticated, elevated, the best

Clever, smart, uncommon

People do business with us because they know we never settle for anything but the best. Whether we’re working with an investor, an employee, a partner, or anyone else, we go above and beyond to provide the best results and the best experience.

From our investment strategy, to our way of doing business, to our daily decisions, we approach every aspect of our business thinking,”How can we do this differently and better?” Instead of doing the same thing as everyone else does, we bring unique solutions to common problems in order to deliver uncommon results.

52TEN VERBAL & VISUAL STRATEGY

BRAND ARCHETYPES

52TEN VERBAL & VISUAL STRATEGY

BRAND ARCHETYPES

What are brand archetypes? Our brand archetype serves as the internal inspiration and anchor for the brand that subconsciously reinforces our core purpose and values to potential audience. We merge and refine these metaphors into a related concept that accurately evokes major elements of your brand.

Please note: The following pages DO NOT represent the exact elements that will be used in our brand identity. Rather, they represent the spirit of the archetype described and the inspirationused to recommend colors, imagery, graphic elements, and content that best align with our brand, business goals, and audience needs.

52TEN VERBAL & VISUAL STRATEGY

Weâ&#x20AC;&#x2122;re inspired by

THE MAVERICK

THE INTELLECTUAL 52TEN VERBAL & VISUAL STRATEGY

THE MAVERICK WHY WE’RE INSPIRED The Maverick supports 52TEN’s purpose of delivering a comfortable retirement and the best experience our investors have ever had. It also relates to our values and style, especially our values of ingenuity, alignment, and hospitality, along with our style keywords of authentic and creative.

The Maverick symbolizes people who aren’t afraid to do things differently. They don’t conform to tradition or follow one path just because that’s the way it’s always been done. Mavericks question everything. They embrace revolutionary ideas and change over the status quo.

52TEN is a Maverick because we’re taking a unique approach to achieve unique results. While others are trying to time the market and make big returns quickly, we’re making long-term investments in stable, recessionresistant asset classes. While others are cowboys, we’re organized, diligent businessmen who offer meticulous processes, proactive communication, and thorough reporting. While others are charging ongoing fees and trying to maintain the upper hand, we build trusted, fair relationships where everyone wins. From our investment strategy, to our operations, to our business model, we’re rethinking everything.

52TEN VERBAL & VISUAL STRATEGY

HOW WE USE THIS INSPIRATION IN OUR VERBAL STRATEGY

HOW WE MIGHT USE THIS INSPIRATION IN OUR VISUAL STRATEGY

Emphasizing what makes 52TEN unique from other investment firms and opportunities

Using bold, masculine colors and fonts

Using bold statements in headlines, and keeping content short and sweet

Showing scenery that’s off the beaten path (like on a remote tropical island or a road trip) instead of generic retirement scenery (like an older couple sitting on a beach)

Talking just as much (if not more) about the experience of working with 52TEN as the investments

52TEN VERBAL & VISUAL STRATEGY

Featuring interesting details in photography, like showing craftsmanship or editing photos in a unique way

THE INTELLECTUAL WHY WE’RE INSPIRED The Intellectual relates to 52TEN’s values of endurance and proactivity, as well as our humble and methodical style.

The Intellectual symbolizes people who appreciate objectivity and diligence. It’s not just the outcome that excites them, but the process of getting there. They are consistent, focused, strategic, and detail-oriented.

The Intellectual is the method that balances out 52TEN’s Maverick madness. People might think investing in mobile home parks is madness, but 52TEN has a method that proves why it’s not. While most real estate investors are cowboys who just want to make a quick buck, we have a meticulous, organized, longerterm method — and we have the research to show why it leads to better results. Even though we know your way is superior, we stay humble and authentic.

52TEN VERBAL & VISUAL STRATEGY

HOW WE MIGHT USE THIS INSPIRATION IN OUR VERBAL STRATEGY

HOW WE MIGHT USE THIS INSPIRATION IN OUR VISUAL STRATEGY

Using a sophisticated, yet simple verbal style that communicates complex ideas with straightforward language

Using brighter, lighter colors and more streamlined, professional fonts

Balancing big-picture, strategic messaging with enough data and details to show the thorough research and planning behind our work

52TEN VERBAL & VISUAL STRATEGY

Supporting short and sweet content with visuals, charts, graphs, and opportunities to take the next step When showing scenery that’s off the beaten path, make sure it also conveys mindfulness and serenity, like it’s an intentional escape

AUDIENCE EMPATHY MAPPING

52TEN VERBAL & VISUAL STRATEGY

AUDIENCE EMPATHY MAPPING

What is empathy mapping? An empathy map allows us to put ourselves in our audiencesâ&#x20AC;&#x2122; shoes so we can understand and prioritize their needs. By articulating what we know about our investors and property owners, we can craft an experience that resonates with them on a deeper level and motivates them to do business with us.

52TEN VERBAL & VISUAL STRATEGY

WHO THEY ARE Have a net worth of over $1 million and at least $100,000 available to invest

Want to invest their life savings

Passive investors who are not aware of alternative investment options

Active investors who have a lot of alternative investment options and are looking for the next big opportunity

Want to reap the rewards of their investment, but donâ&#x20AC;&#x2122;t want to seek out or manage it themselves

Think they could do it themselves

Want long-term, passive, predictable income, even if it means lower returns

Want fast and/or large growth

PRIMARY AUDIENCE SEGMENT

Investors Our target investors are typically 45 - 65 year-old professionals who are saving money in an IRA and other investments,

WHO THEY ARE NOT

but are nervous about the market and want to diversify their assets. They are likely working with a financial advisor who is recommending all the traditional investments (stocks, bonds, ETFs, etc.), but unwilling or unable to suggest private equity or real estate deals.

52TEN VERBAL & VISUAL STRATEGY

INVESTORS FEELING • Nervous about losing money if/when the market declines • Scared they won’t have enough money for retirement • Frustrated that their financial advisor is sticking with the current plan instead of offering new ideas and investments

DOING Emotional and psychological state, stress level, desires, needs

Physical and environmental considerations, preferences, stimuli

• Meeting with their financial advisor once a year, but not making many changes to their portfolio aside from reallocating Cognitive assumptions, learning ability, education

• Stuck with their existing portfolio and out of options to diversify • Skeptical about most alternative investments • Excited that there might be a unique option that solves their problem • Hesitant to go around their financial advisor and explore options on their own • Clueless or uninformed about their investment options

52TEN VERBAL & VISUAL STRATEGY

• Working long hours and going about their daily lives, not looking for alternative investment options

LEARNING • Well-educated, but not business-savvy • Understand real estate, but think it’s all the same • Know nothing about alternative investments or mobile home parks • Most easily understand information when it’s presented in uncomplicated, clear language using layman’s terms

• Watching the market continue to climb, but fearing we’re in a bubble and approaching a downturn • Not using much technology besides their computer and smartphone • Receiving a call or email from Jack or Nate, who are old acquaintances or a referral from a friend. Because it’s a cold call/email, we’ll need to do something to get their attention, disarm them, and make them want to learn more. • Comparing notes with friends who are in real estate and alternative investments

INVESTORS Biggest questions and concerns: OPPORTUNITY What is this investment opportunity, and how does it work? Why haven’t I heard of this before?

PERFORMANCE How will I know how the property is doing and what the future plans are?

WHAT-IF SCENARIOS EXPERIENCE AND TRACK RECORD Why should I trust you?

What happens if I need to sell, Jack or Nate dies, the company ceases to exist, etc.?

INVESTMENT PLANS How do I know what you’re doing with my money?

TERM What is the expected length of the investment?

52TEN VERBAL & VISUAL STRATEGY

WHO THEY ARE

WHO THEY ARE NOT

An individual or small company with moderate experience in mobile home parks, or a professional investor extensive experience

Individuals with little experience in mobile home parks

Own 1-3 mobile home parks with 30-100 spaces each, all located in one area

Own dozens of properties with hundreds of spaces across multiple cities and states

Inherited the park, purchased it with family money, or invested their own money

Purchased with a REIT or private equity

Manage the park themselves or work with a third party management

Has a large team to help with management and finding new investment opportunities

Ready to sell, or considering selling but not sure it makes sense

Not ready to sell

SECONDARY AUDIENCE SEGMENT

Mobile Home Park Owner Our target property owners fall into two tiers: A individual or small company that has some experience managing mobile home parks, knows a few people in the industry, is savvy enough to “talk the talk” and get a fair deal when they sell their property. A professional investor who has extensive experience managing mobile home parks, knows many people in the industry, and doesn’t need to sell or bring in a partner. They would consider selling, but won’t do it until the price and opportunity are right.

52TEN VERBAL & VISUAL STRATEGY

MOBILE HOME PARK OWNERS DOING FEELING • Overwhelmed and tired of managing the property, but stressed and/or unable to pay transaction fees and taxes* • Unsure whether the market is at its peak or if they should wait to sell

Emotional and psychological state, stress level, desires, needs

Physical and environmental considerations, preferences, stimuli

Cognitive assumptions, learning ability, education

• Apprehensive about the slow, clunky, confusing, unfair selling process* • Skeptical about who to trust as a broker* • Curious if there are other options besides using a broker • Hesitant to make the sale public for fear of causing a ruckus at the property, getting lots of calls, feeling ashamed about selling, etc.*

LEARNING • Somewhat to highly knowledgeable about business, investments, and technology • Don’t know much about the selling process* • Most easily understands information when it’s presented in uncomplicated, clear language using layman’s terms*

• Managing the property or working with a third party management company • Meeting with brokers, who are all making big promises • Watching the market continue to climb, while wondering if we’re approaching a downturn or if they should wait to sell • Receiving a cold call or email from Jack or Nate. We’ll need to do something to get their attention, disarm them, and make them want to learn more. • Comparing the 52TEN offer to other offers so they can find the best deal (highest price, lowest fees, best terms, easiest process, etc.) • Watching the hottest market they’ve ever seen • Getting calls from other owners and brokers

• Unclear what to do with the proceeds* *More common among individuals and small companies will little experience in mobile home parks

52TEN VERBAL & VISUAL STRATEGY

MOBILE HOME PARK OWNERS Biggest questions and concerns: OFFER What’s your offer? DIFFERENTIATOR Why should I sell to you instead of someone else?

REASONS TO SELL Why should I sell? What would I do with the proceeds? What’s the point of selling now when the property is doing well, there’s nowhere else to put my money, and I don’t want to pay taxes?

PROCESS What will the selling process be like if I work with you?

52TEN VERBAL & VISUAL STRATEGY

VERBAL STRATEGY

52TEN VERBAL & VISUAL STRATEGY

VERBAL STRATEGY What is a verbal strategy? The way we write and communicate about 52TEN directly impacts how we’re perceived by potential investors and sellers. This verbal strategy will help us convey 52TEN’s unique value to our audience so we can differentiate ourselves, earn their trust, and encourage them to take the next step. The language in this document not set in stone or exhaustive — it’s simply a starting point. Use this messaging as a foundation. Then, adjust the wording based on the audience and situation at hand.

52TEN VERBAL & VISUAL STRATEGY

VOICE & TONE Our voice and tone describes what 52TEN sounds and feels like. Maintaining consistency builds familiarity and trust with our audience.

HUMBLE BUT NOT MEEK Understated, down-to-earth, modest

LIKE THIS: “Every deal is designed to create complete alignment between 52TEN and our investors. With zero ongoing management fees and a profitsharing model that kicks in only after we hit our performance targets, you can feel confident you’re entering into a trusted, fair relationship that protects you and maximizes your yield.”

FOCUS ON: Under-promising and over-delivering Using natural, conversational language, including the first and second person point of view (like “you” and “we” instead of “the customer” and “the company”) and contractions (like “you’re” instead of “you are”). Speaking in an active voice instead of passive voice

52TEN VERBAL & VISUAL STRATEGY

VOICE & TONE

AUTHENTIC BUT NOT ARROGANT Real, transparent, direct

LIKE THIS: “It’s hard to know who to trust in real estate and finance, but with 52TEN, what you see is what you get.”

FOCUS ON: Speaking to people like they’re our equals Using sentence case (e.g., “This is a sample subheadline”) for all copy, except for main headlines which should be title case (e.g., “This is a Main Headline”) to support our world-class, professional style Acknowledging bad feelings investors may have (e.g., frustration, confusion, stress, etc.) and how 52TEN makes them feel better

52TEN VERBAL & VISUAL STRATEGY

VOICE & TONE

METHODICAL BUT NOT BORING Logical, cautious, strategic

LIKE THIS: “52TEN makes long-term investments in stable, recession-resistant asset classes (primarily mobile home parks) that provide protection, peace of mind, and predictable income through any market cycle.”

FOCUS ON: Showing our knowledge and thought process, while avoiding big words, jargon, acronyms, complex sentences, and long paragraphs Talking about our processes, meticulous organization, and proactive communication Balancing big-picture, strategic messaging with enough data and details to show the thorough research and planning behind our work

52TEN VERBAL & VISUAL STRATEGY

VOICE & TONE

WORLD-CLASS BUT NOT ELITIST Sophisticated, elevated, the best

LIKE THIS: “Private real estate investing is full of cowboys who lack organized processes, accountability, business experience, and discipline. You deserve better. With 52TEN’s long-range vision, goal-oriented strategy for asset management, meticulous organization, and proactive communication, you’ll always feel in-the-know and confident about your investment.”

FOCUS ON: Sharing our unique investment strategy, approach to operations, and investment model, as well as our extensive experience in real estate investing Always framing our communication around the benefit for the investor (e.g., Saying, “You deserve better” rather than “We deliver a better experience.”) Using title case in main headlines (e.g., “This is a Sample Headline”) to support our world-class, professional style

52TEN VERBAL & VISUAL STRATEGY

VOICE & TONE

CREATIVE BUT NOT RISKY Clever, smart, uncommon

LIKE THIS: “With 52TEN’s unique strategy, approach to operations, and business model, you can look forward to a comfortable retirement and the best investment experience you’ve ever had.”

FOCUS ON: Emphasizing what makes 52TEN unique from other investment firms and opportunities Talking just as much (if not more) about the experience of working with 52TEN as the investments Making bold statements in headlines, and backing them up with proof and supporting points in the rest of the content

52TEN VERBAL & VISUAL STRATEGY

POSITIONING STATEMENT Think of our positioning statement as an elevator pitch to our primary target audience: potential investors. It can be used to quickly describe what we do, who we serve, and what makes us unique. It is NOT meant to communicate every detail about 52TEN, but rather, to start the conversation and entice people to learn more.

52TEN is the best alternative investment you’ve never heard of. We bring together professionals who are nervous about the stock market’s long run, and partner with them to invest in recession-resistant real estate, such as mobile home parks. This strategy is designed to provide protection, predictable income, and peace of mind through any market cycle. With our unique strategy, approach to operations, and business model, you can look forward to a comfortable retirement and the best investment experience you’ve ever had.

52TEN VERBAL & VISUAL STRATEGY

DIFFERENTIATORS These are the qualities that make 52TEN unique from other real estate investment and alternative investment opportunities. A UNIQUE INVESTMENT STRATEGY 52TEN makes long-term investments in stable, recession-resistant asset classes (such as mobile home parks) that provide protection, predictable income, and peace of mind through any market cycle.

A UNIQUE APPROACH TO OPERATIONS With our long-range vision, goal-oriented strategy for asset management, meticulous organization, and proactive communication, our investors always feel in-the-know and confident about their investment.

A UNIQUE INVESTMENT MODEL Every deal is designed to create complete alignment between 52TEN and our investors. Investors pay zero ongoing fees, and they receive 100% of the returns until we hit our performance targets. Then, we gradually earn the right to be a 50/50 partner as returns grow, and we take the first hit if they dip. This model creates a trusted, fair relationship that incentivizes 52TEN to acquire strong deals and maximize our investor’s yield. Note: The details of this model should NOT be shared publicly. When talking about the model in a public forum, such as our website or marketing materials, simply say: “Every deal is designed to create complete alignment between 52TEN and our investors. With zero ongoing management fees and a profit-sharing model that kicks in only after we hit our performance targets, you can feel confident you’re entering into a trusted, fair relationship that protects you and maximizes your yield.”

52TEN VERBAL & VISUAL STRATEGY

TARGETED MESSAGES Different audiences have different wants, needs, and questions. Here are a few talking points we can use when speaking with a specific audience. Keep in mind that these talking points are simply a starting point. Feel free to expand on them as needed.

INVESTOR MESSAGES OPPORTUNITY: WHAT THE OPPORTUNITY IS AND HOW IT WORKS Our investment strategy focuses on providing protection through any market cycle and delivering a lifetime of predictable income. There is one often misunderstood niche of real estate that is recession-resistant, low-risk, and delivers consistent cash flow: mobile home parks. This is the asset class 52TEN is currently focusing on. We bring together professionals who want to diversify their assets, and make private investments in underperforming mobile home parks. Every deal is designed to create complete alignment between 52TEN and our investors. With zero ongoing management fees and a profit-sharing model that kicks in only after

52TEN VERBAL & VISUAL STRATEGY

we hit our performance targets, you can feel confident you’re entering into a trusted, fair relationship that protects you and maximizes your yield Over time, we clean up the park, add continuity, and turn it into a clean, safe, rules-based community. The value of the asset increases over time as we make capital improvements, iron out operational inefficiencies, increase net operating income, and implement a standard for community operations at the property level. You receive distributions on a quarterly basis. We buy and hold to provide long-term, passive, predictable income.

TARGETED MESSAGES INVESTOR MESSAGES EXPERIENCE AND TRACK RECORD: WHY THEY SHOULD TRUST US

Nate and Jack have over 40 combined years of commercial real estate experience, including: -- Capital management -- Management and repositioning of multifamily, manufactured housing, and commercial assets -- Asset management -- Land development -- Construction management

Together, Jack and Nate have successfully acquired, repositioning, and sold over $275 million in real estate totalling over 2,500 units. Their deep-rooted Midwestern values are the core of 52TEN’s vision, passion, and investment model. 52TEN already has hundreds of mobile home spaces under ownership. The parks are operating seamlessly, hitting performance targets, and producing returns exactly as expected.

-- Marketing -- Business strategy and growth -- Real estate brokering

52TEN VERBAL & VISUAL STRATEGY

TARGETED MESSAGES INVESTOR MESSAGES INVESTMENT PLANS: HOW THE MONEY WILL BE INVESTED Each property and deal is different, but our typical approach is to invest the funds in: -- Property purchase -- Due diligence and inspections -- Third-party reports -- Closing costs -- Capital improvement and deferred maintenance costs -- Property reserves

We take intentional steps to be good stewards of your investment: -- Never touch investor money or intermingling it with other projects -- Create dedicated accounts for each project -- Maintain professional bookkeeping and property management tracking -- Use wires and secure systems to prevent fraud -- Provide access to online accounts

-- Legal costs

52TEN VERBAL & VISUAL STRATEGY

TARGETED MESSAGES INVESTOR MESSAGES PERFORMANCE: HOW WE WILL COMMUNICATE ABOUT THE PROPERTY’S PERFORMANCE AND FUTURE PLANS

Private real estate investing is full of cowboys who lack organization and business experience, which often creates frustration for investors. We do things differently. Every month, you get a report from us with details about how the property is doing, how the investment is doing, surprises we’ve come across (good and bad), and plans moving forward.

52TEN VERBAL & VISUAL STRATEGY

Each quarter, you get a distribution based on the number of shares you purchased, along with a P&L. Each year, you get an annual report, a budget report for the following year, and an accurate, on-time K1 so there are no delays filing taxes.

TARGETED MESSAGES INVESTOR MESSAGES TERM: EXPECTED LENGTH OF THE INVESTMENT

Expect your investment dollars to be at work for 10 years. We also stay flexible as market conditions change.

If all goes as planned, there may be an opportunity to extend the investment longer than 10 years.

INVESTOR MESSAGES WHAT-IF SCENARIOS: WHAT HAPPENS IF THEY NEED TO SELL, JACK OR NATE DIES, THE COMPANY CEASES TO EXIST, ETC.

We’ve proactively planned for a wide range contingencies — all of them highly unlikely — and included information about them in our legal documents. Securities attorneys, who are experts at real estate partnerships, have drafted the agreements.

52TEN VERBAL & VISUAL STRATEGY

We have set up processes within our business and at the properties to protect you and your capital. In the event Nate and Jack are incapacitated or no longer involved, you and the other investment partners become the decision makers.

TARGETED MESSAGES MOBILE HOME PARK OWNER MESSAGES OFFER: THE OFFER TO PURCHASE THEIR MOBILE HOME PARK

This information will be shared in one-on-one communication.

MOBILE HOME PARK OWNER MESSAGES DIFFERENTIATORS: WHAT MAKES OUR OFFER UNIQUE AND BETTER

If you sell to us: yy You receive the highest price and don’t have to pay any broker fees or title fees. yy You’ll enjoy an easy, fair, and upfront selling process with a proven, experienced, capable buyer. yy We’ll walk you through each step and communicate often so you always know what’s going on. yy You have creative options for reinvesting your money into another deal or financing the deal to minimize tax impact.

52TEN VERBAL & VISUAL STRATEGY

You can also choose to stay in the deal after we buy it. In that case: yy You benefit from the sale proceeds and receive predictable income in the future. yy You’ll get to work with a unique operator who has a proven process for improving operations and net operating income.

52Ten is a proven buyer with 40X combined years of commercial real estate experience, hundreds of mobile home spaces under ownership, and a perfect track record for success.

TARGETED MESSAGES MOBILE HOME PARK OWNER MESSAGES PROCESS: WHAT THE SELLING PROCESS WILL BE LIKE IF THEY WORK WITH US

You’ll enjoy an easy, fair, and upfront selling process with a proven, experienced, capable buyer. We specialize in mobile home park transactions, so we can help guide you through each step of the process.

We do upfront due diligence to make escrow more efficient and avoid surprises. We work with you to transition our management team in and minimize the impact on you and your on-site team.

With our meticulous organization and frequent communication, you’ll always feel in-the-know about how things are progressing and confident that we’ll follow through with every promise.

MOBILE HOME PARK OWNER MESSAGES REASONS TO SELL: WHY THEY SHOULD SELL AND WHAT THEY COULD DO WITH THE PROCEEDS

Reiterate “Differentiator” talking points If you sell to us, you receive market price for your property and predictable cash flow for up to 10 years after the sale.

52TEN VERBAL & VISUAL STRATEGY

If you choose to stay in the deal, you get to reap the benefits without doing any of the work.

SAMPLE HEADLINES Here are several sample headlines that could be used on our website and marketing materials.

FOR INVESTORS

FOR MOBILE HOME PARK OWNERS

The Best Investment You’ve Never Heard Of

An Uncommon Approach that Leads to Uncommon Results

An Investment Experience You’ll Actually Enjoy

Sell or Stay — The Choice is Yours

Ongoing Returns Without Ongoing Fees All the Rewards of Real Estate, None of the Work Low Risk Doesn’t Always Mean Low Return Turning a Misunderstood Investment into a Must-Have Opportunity Protection, Predictable Income, Peace of Mind

Maximum Success, Minimal Stress An Exciting Opportunity You Didn’t Know Existed Direct-to-Buyer Means More Money in Your Pocket A Top Buyer Who Can Pay Top Dollar When You Don’t Think You Can Sell, We Have the Solution Simple, Smooth, Fair. That’s How We Do Business. Keep the Property and Cash Flow Without The Work Creative Options, Competitive Offers Buyers in the West, with Values from the Midwest

52TEN VERBAL & VISUAL STRATEGY

VISUAL STRATEGY

52TEN VERBAL & VISUAL STRATEGY

DESIGN PRINCIPLES Our visual strategy will help build a consistent image to help us maintain a strong connection with our audience by helping them quickly and easily identify us. Our overall design principles include: Professional, friendly images that depict a peace of mind, and feature interesting details. “Investor lifestyle” photography that emphasizes beautiful, adventurous scenery that is off the beaten path. Photographs of “financal decision-making” that emphasize peace of mind and show people in a natural, relaxed setting. Photographs of homes and communities that focus on glimpses of home, or an empasis on scenic surroundings. A professional color palette paired with bright, friendly accens and strong contrasts between light and dark colors. Typefaces that are classic, yet modern and refined, and easy to read. Website and collateral layouts that are a classic, structured, and are uncomplicated and easy to navigate. Use of easy-to-read charts, graphics, and icons to support content. Visual details that are simple and clean as opposed to overly ornate.

52TEN VERBAL & VISUAL STRATEGY

LOGO SYSTEM

FULL COLOR LOGO / VERTICAL LAYOUT

REVERSE LOGO / VERTICAL LAYOUT

FULL COLOR LOGO / HORIZONTAL LAYOUT

REVERSE LOGO / HORIZONTAL LAYOUT

AVATAR

REVERSE AVATAR

52TEN VERBAL & VISUAL STRATEGY

COLOR PALETTE PRIMARY COLORS The dominant colors used throughout your website and marketing collateral

C98 M83 Y47 K50 #0C2540

C80 M25 Y20 K0 #0696B7

C5 M35 Y95 K0 #F0B529

C7 M53 Y100 K0 #E78B24

C60 M0 Y35 K5 #59BAAD

C85 M45 Y0 K0 #047BC1

C44 M34 Y18 K0 #959CB4

C98 M83 Y47 K50 #0C2540

C0 M0 Y0 K0 #FFFFF

ACCENT COLORS Accent colors that are used sparingly in special circumstances or in charts/ graphs that call for the use of additional colors.

NEUTRAL COLORS Neutral colors to be used as backgrounds, body text, or as anchors to the main and accent colors.

52TEN VERBAL & VISUAL STRATEGY

TYPOGRAPHY HEADLINE TYPEFACE

Average Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Regular Average operates under an open font license and is free for commercial use in print and on web.

Our investment strategy focuses on providing protection through any market cycle and delivering a lifetime of predictable income.

52TEN VERBAL & VISUAL STRATEGY

Our investment strategy focuses on providing protection through any market cycle and delivering a lifetime of predictable income.

TYPOGRAPHY BODY TYPEFACE

Work Sans

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Light / Regular / SemiBold / Bold / Black Work Sans operates under an open font license and is free for commercial use in print and on web.

The value of the asset increases over time

as we make capital improvements, iron

out operational inefficiencies, increase

net operating income, and implement a

standard for community operations at the

property level.

52TEN VERBAL & VISUAL STRATEGY

TYPOGRAPHY ACCENT TYPEFACE

WORK SANS / ALL CAPS

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

WORK SANS OPERATES UNDER AN OPEN FONT LICENSE AND IS FREE FOR COMMERCIAL USE IN PRINT AND ON WEB.

01 53%

45% 35% 28% EXAMPLE CHART

52TEN VERBAL & VISUAL STRATEGY

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PHOTOGRAPHY INVESTOR LIFESTYLE

Favor photography that emphasizes beautiful, adventurous scenery that is off the beaten path over more generic retirement scenery, like an older couple sitting on a beach.

52TEN VERBAL & VISUAL STRATEGY

PHOTOGRAPHY FINANCIAL DECISION-MAKING

Favor photography that show relaxed, natural environments with warm tones over more generic and literal depictions of business interactions.

52TEN VERBAL & VISUAL STRATEGY

PHOTOGRAPHY HOMES & COMMUNITIES

Favor photography that show glimpses of a simple and comfortable home life. When showing communities, focus on scenery or home details and try to avoid photos that look industrial or busy.

52TEN VERBAL & VISUAL STRATEGY

DESIGN ELEMENTS COLOR BLOCK EDGE DETAIL

COLOR BLOCK IMAGE OVERLAY

52TEN is the best alternative investment you’ve never heard of. SUBTLE LOGO MOTIF

You can look forward to a comfortable retirement and the best investment experience you’ve ever had.

TWO-TONE CALLOUTS

BUTTONS

You can look forward to a comfortable retirement and the best investment experience you’ve ever had.

ICON STYLE & TREATMENTS

READ MORE You can look forward to a comfortable retirement and the best investment experience you’ve ever had.

GRAPHS & CHARTS

76%

25%

50%

60%

Ignam volor aribusam fugia ium quam exerferem fugiam cone ad

DIVIDERS & PATTERNS

52TEN VERBAL & VISUAL STRATEGY

WEBSITE STRATEGY

52TEN VERBAL & VISUAL STRATEGY

52TEN SITE ARCHITECTURE

MAIN PAGES

LANDING PAGES

(main navigation)

(an be found through footer links, call outs, and search)

Homepage About 52TEN - Meet the Team The Opportunity Resources - Individual posts Contact 52TEN

- Mobile Park Owners - Investor Registration

FOOTER LINKS - Privacy policy - Terms of use - Disclosures OTHER - 404 page

52TEN CORE PAGE MODEL CORE PAGE: HOMEPAGE BUSINESS GOALS

USER GOALS

Introduce what 52TEN is and why we’re unique

Increase knowledge that alternative investment options exist and how they complement an investor’s portfolio

Understand at a high level what 52TEN is and how it works

Know where to go to learn more

Generate qualified leads (primarily investors, secondarily property owners)

INWARD PATHS

FORWARD PATHS

DESIGN CONTENT TYPES

Most likely: Email or call from Nate, Jack, or a referral

The Opportunity

Hero banner

About

Resources

Visual that shows benefits of adding an alternative investment like this to your portfolio

Contact

Pictures of Nate and Jack

Property Owners

Testimonial

Call-to-action boxes

Search engine results

Also possible: Social media link

Link from a news article or other mention in the press

CORE CONTENT Purpose statement Positioning: what we do, who we serve, and what makes us unique Featured resource Promo for Property Owner page Call to action to contact 52TEN to talk to us and learn more

52TEN

52TEN CORE PAGE MODEL CORE PAGE: THE OPPORTUNITY BUSINESS GOALS

USER GOALS

Educate visitors about the opportunity, how it works, and why it’s unique

Prove why this is a smart investment

Generate qualified leads

Gain a more thorough understanding about what 52TEN is, how it works, our experience and track record, investment plans, and performance

Know where to go to learn more

INWARD PATHS

FORWARD PATHS

DESIGN CONTENT TYPES

About

Resources

Graph that shows the possibility for higher, more predictable returns with 52TEN investments

Contact

“Did you know?” call-out that talks about how investors can invest through their IRA

Visual that shows the ideal investor

Testimonial

Home page

CORE CONTENT What it is How it works The investor experience / why invest with us

52TEN

52TEN CORE PAGE MODEL CORE PAGE: ABOUT BUSINESS GOALS

USER GOALS

Build credibility

Earn trust

Gain a more thorough understanding about the real people behind 52TEN

“Seal the deal” if someone is unsure or skeptical, and encourage them to take the next step

Feel confident they can trust 52TEN

Know where to go to learn more

INWARD PATHS

FORWARD PATHS

DESIGN CONTENT TYPES

Home page

Meet the Team

Icons for core values

The Opportunity

Resources

Visual stats to show track record

Contact

Testimonial

CORE CONTENT Overview of purpose, vision, and values Why 52TEN / differentiators Preview of team and track record

52TEN

52TEN CORE PAGE MODEL CORE PAGE: MEET THE TEAM BUSINESS GOALS

USER GOALS

Build credibility

Earn trust

Gain a more thorough understanding about the real people behind 52TEN

“Seal the deal” if someone is unsure or skeptical, and encourage them to take the next step

Feel confident they can trust 52TEN

Know where to go to learn more

INWARD PATHS

FORWARD PATHS

DESIGN CONTENT TYPES

Visual stats and charts that show years of experience, areas of expertise, etc.

Testimonial

About

Contact

CORE CONTENT Short team bios (2-3 short paragraphs max) Track record

52TEN

52TEN CORE PAGE MODEL CORE PAGE: RESOURCES BUSINESS GOALS

USER GOALS

Demonstrate expertise to build credibility

Educate visitors about alternative investments in general, plus mobile home park investments specifically

Understand alternative investments and mobile home park investments

Gain the knowledge needed to make smart alternative investment decisions

INWARD PATHS

FORWARD PATHS

DESIGN CONTENT TYPES

Home

Individual articles