Colliers International Residential Project Marketing Services Capabilities Accelerating success.
“At Colliers Residential we create customized approaches for developers that are uniquely adapted to each market, to the targeted buyer and to the specific situation. We bring our clients both a local and global perspective along with new thinking to both product design and the Marketing and Sales Programs we create and professionally execute. In our role as a real estate service and solution provider we serve two audiences that are intrinsically linked; the real estate developer and the real estate buyer. The true measure of success for any real estate project, and for our business, is when both the developer and the buyer have had their needs met . From our perspective this means the service we provide and the Marketing and Sales Programs we conceive, articulate and execute for developers, deliver exceptional results. For the real estate buyer it means creating a buying experience second to none with the end result being ownership of a home that provides enduring value. For the real estate developer we bring an innovative and fresh viewpoint, strategic and creative thinking, and ongoing insight as to the market’s wants, needs and desires as it relates to real estate product. We also provide the developer’s voice to the market in a provocative and meaningful way that generates interest, enquiries and in turn, sales. Ultimately, we are the buyer’s voice for the developers we serve. We are the developer’s voice for the buyers we serve. When these voices are aligned the end result is sales success.” Greg Ashley President and Managing Partner
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Table of Content 1. Introduction_______________4 2. Service Approach__________7 3. Business Terms__________18 4. Conclusion ______________20 5. Managing Principals______ 23
Colliers International Residential Project Marketing Service Corp. One Queen Street, Toronto,, Ontario, Canada Contact: Christine Brennan, Vice President, Eastern Canada T:416 643 3462 E: christine.brennan@colliers.com
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Introduction
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Introduction Colliers International Residential Project Marketing Services (Colliers Residential) is a leading provider of residential real estate marketing and sales services and solutions. Colliers Residential is a partnership between Colliers International and reputable, innovative, industry leading residential real estate marketing executives. Colliers Residential’s executives possess a rich history of serving clients by creating and leading innovative projects and businesses. The organization’s roots are inherently local, however, this team has significant global real estate experience that provides for a broader, more in depth perspective on the business of marketing and selling real estate. Colliers Residential offers a complete project marketing service to developers of large scale residential and mixed use projects. Colliers Residential believes in a collaborative approach and works closely with developers through every step of the development process providing thoughtful market insight, timely advice, and performing vital marketing and sales services. It is headquartered in Vancouver, British Columbia and is part of Colliers International, a leading global real estate services consulting firm with over 11,000 professionals in more than 290 offices worldwide. Colliers Residential’s unparalleled experience in the real estate industry has formed the company’s philosophy and how it serves developers and buyers. Accordingly, Colliers Residential provides the following to its clients:
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Introduction Continued •
Strong local leadership supported by a global platform. This leadership is mindful of its commitments to existing clients and is careful not to over extend itself beyond its capacity to serve.
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Innovative and customized solutions for developers of both new projects and those where a critical loss of sales momentum has occurred due to changing market conditions and/or marketing and sales execution challenges.
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World class real estate sales management, recruiting, staffing, training and development, and high performance coaching abilities. This means that each client will have the most professional representation in the market.
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A proven track record for developing and managing international sales channels through partnership with Colliers’ well established residential business in Asia. Colliers Residential is able to provide its clients with the unique opportunity to distribute real estate product locally, nationally, and internationally.
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Service Approach
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Service Approach Colliers Residential's work is a blend of: thinking- collaboratively studying markets and opportunities; clarifying needs and objectives; determining the appropriate actions to be taken; and, doing – executing on agreed upon actions; carefully monitoring progress and making real time course adjustments or enhancements.
Colliers Residential deploys a thoughtful, disciplined and progressive approach to serving developer. This consists of two phases: the Organize Phase and the Perform Phase.
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Service Approach : Organize Phase As a full service real estate project marketing company, Colliers Residential is typically engaged at the outset of the development process. Colliers Residential uses its extensive knowledge to review and validate projects under consideration and assist its clients in determining what product to build and how best to market and sell it. Colliers Residential calls this the Organize Phase of a project. The Organize Phase includes the following components and activities:
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Service Approach : Organize Phase Concept Development Concept Development involves assisting developers in effectively positioning their project for a specific target market. Colliers Residential distinguishes its Concept Development process by ensuring the end product addresses the logical and financial aspects, as well as the creative and/or emotional aspects, of the project. Colliers Residential's work here includes:
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Leading and managing market research.
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Leading and managing the development of the proposed positioning, project identity, and value proposition.
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Identifying probable target market(s) and opportunities for local, national, or international distribution.
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Generating insights and informing product design (home sizes, mix, floor plans, amenities, finishes, parking, upgrades, etc.).
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Establishing initial pricing models, revenue, and absorption forecasts.
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Service Approach : Organize Phase Strategy Development Once the Concept Development is completed, Colliers Residential moves to Strategy Development which results in the creation of a comprehensive Marketing and Sales Program. The Strategy Development is a collaborative effort and typically includes a number of intense Strategy Sessions involving key project stakeholders. Following the Strategy Sessions, Colliers Residential documents the Marketing and Sales Program. The documentation includes a detailed Program Budget outlining the Project expenditures and a Work Plan outlining essential activities, tasks and deliverables, and all respective completion dates. The client is involved each step of the way informing, enriching, and approving. Colliers Residential’s work here includes:
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Service Approach : Organize Phase Strategy Development Continued
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Leveraging strategic insights developed from consumer and market data collected and presented.
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Reviewing planned and existing competitive offerings and clarifying the competitive positioning of the Project.
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Establishing a ‘communication framework’ to ensure the disciplined creation of all marketing and sales messages, tools, collateral etc. This is essentially a ‘blueprint’ for how the sales process will work and what messages and tools that will be utilized with a Prospective Buyer.
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Defining all the key activities and tasks required to market and sell the respective real estate offering(s).
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Refining the goals and objectives for the Project.
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Refining target market(s).
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Defining the appropriate phasing, pricing, and product release strategies.
Determining the appropriate staffing model for the Project.
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Establishing marketing and sales objectives and the strategies and tactics to achieve them.
Developing a comprehensive Budget and Work Plan.
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Defining the budget management vendor payment processes.
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Establishing the required performance reporting and monitoring processes.
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Program and
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Service Approach : Organize Phase Creative Development Once the Marketing and Sales Program has been documented, presented, and approved, Colliers Residential works with its clients to select the creative agency(ies) that best meet the unique needs of the Project. A Creative Session is conducted to establish the creative direction for the Project and determine the appropriate messaging and the necessary marketing tools to be created and utilized throughout the performance of the Program. Colliers Residential works closely with the client and agency to produce all the required marketing and sales tools, i.e. brochures, websites, advertising templates, store design and set up, point of sale displays, etc. Colliers Residential's work here includes
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Selecting, engaging, and briefing the creative agency/suppliers/partners.
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Leading the preparation of the required marketing and sales tools.
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Directing Store Design and purchase/installation of required technology (phones, computers), etc.
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Providing marketing and sales perspective with respect to the creation of all legal documentation.
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Overseeing CRM installing/configuring prospect relationship management system/project database.
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Supporting jurisdictional registration requirements.
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Service Approach : Perform Phase The term ‘Organize’ is synonymous with planning and preparation and doing the ‘right things’ in the ‘right order’. On the other hand, ‘Perform’ is synonymous with interaction and execution and doing the ‘right things’ at the ‘right time’. First and foremost the Perform Phase is about generating results. The optimal achievement of results requires a highly disciplined and focused, coordination of actions and activities in two related areas: Marketing and Sales. The Perform Phase includes the following components and activities:
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Service Approach : Perform Phase Marketing Performance Marketing Performance entails: executing the agreed upon enquiry generating activities; supporting the Sales Team’s efforts with Prospective Buyers; actively monitoring competitive projects and markets; effectively and efficiently managing and operating the marketing and sales function of a Project; managing the Program Budget; systematically measuring and evaluating performance; and, recommending and implementing real time course adjustments and/or adaptations. Colliers Residential's work here includes:
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Executing all agreed upon enquiry generation activities.
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Deploying internet and email based marketing including utilizing social media.
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Maintaining and adapting marketing and sales tools and messaging.
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Coordinating Prospective Buyer and broker events.
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Managing the media plan and placements.
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Completing monthly market and competitive assessments.
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Executing public relations strategy.
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Managing the Program Budget including weekly and monthly reporting.
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Measuring effectiveness of all activities.
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Adapting tactics and activities based conditions.
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Supporting the client with ongoing communications with Purchasers regarding closing.
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Service Approach : Perform Phase Sales Performance Sales is about results. To achieve optimal results in a competitive environment one must have the most appropriate and professional representation. Accordingly, Sales Performance involves assembling, training, coaching and rewarding a focused and dedicated Sales Team who achieve sales results that meet or exceed agreed upon qualitative and quantitative objectives. Managing sales performance also entails: producing and disseminating weekly and monthly performance reporting; maintaining the project database; managing the contract administration and commission payment processes and assisting the client with Purchasers to closing. Colliers Residential’s work here includes:
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Recruiting, selecting, hiring, orienting, briefing, training, and performance coaching the Sales Team. This includes the development and delivery of customized project training modules.
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Building relationships, introducing the project, facilitating consideration, and gaining commitment to purchase from Prospective Buyers.
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Generating sales that meet or exceed targets.
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Implementing and maintaining weekly and monthly performance reporting protocol.
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Creating and implementing a contract administration process.
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Creating and implementing a commission payment system.
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Completing daily, weekly, and monthly performance reporting.
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Service Approach : Existing Projects In addition to providing service to developers of new projects, Colliers Residential offers assistance to developers of projects with pre or post construction inventory that are currently experiencing a critical loss of sales momentum due to changing market conditions and/ or marketing and sales execution challenges. Colliers Residential performs audits of existing projects which includes:
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Assessing the original vision and/or financial model.
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Reviewing the established Marketing and Sales Program.
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Reviewing all spending to date.
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Analyzing the results generated thus far.
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Critiquing the existing marketing and sales tools and messaging.
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Assessing the current Sales Team.
Once Colliers Residential has completed its audit a Strategy Session is conducted with key client stakeholders to share the findings, explore options and alternatives for proceeding, and refine the goals and objectives for the project. The next step is to re-establish momentum by developing and executing a new Marketing and Sales Program.
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Business Terms
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Business Terms
Colliers Residential provides customized real estate marketing and sales services and solutions for developers. Colliers Residential receives competitive up front Commitment Fees for the work undertaken during the Organize Phase and the mobilization of resources during: Concept Development; Strategy Development; and, Creative Development. As a Marketing and Sales organization the majority of Colliers Residential's revenue is generated by creating sales results for its clients. Accordingly, once a Project is organized, Performance Fees (or commissions) are received based on a percentage of total sales revenue generated for the Project.
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Conclusion
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Conclusion Colliers Residential’s collaborative approach to marketing and selling residential real estate serves its clients by providing market insight, timely advice, and performing vital marketing and sales services. The experience that Colliers Residential’s executives possess partnered with Colliers International’s industry leading brand assures developers that they are teaming with a well respected, knowledgeable Marketing and Sales organization who understands the complexity of real estate development and the role marketing and sales has in making a project successful.
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Conclusion “Thank you for your interest in Colliers Residential. Our aim is to work with the most respected developers in each market we serve to help them vision, design, position, market and deliver compelling residential real estate offerings that people are proud to own. Of course, the domestic and international residential real estate development industry is experiencing an unprecedented period of volatility. We see this as the opportunity for innovation, new thinking as well as understanding the need for adaptability in approach. We recognize that the financing of residential development projects will continue to be challenging and more and more equity partners and lending institutions will be looking at a developer’s team and service providers as a measure of both credibility and predictability of a project’s success. In response to all this, we have created a company that brings its clients:
A trusted brand with a well established organization and infrastructure. •
Senior leadership in each local market it serves.
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Global presence and distribution.
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Fresh ideas and new perspectives.
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Full service (from site selection to sales).
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Professional representation.
Finally, we understand that our success has been and will continue to be determined by the healthy, dynamic and energetic collaborative relationships we form with our clients, the actions we take together and the results we help achieve. We welcome the opportunity to meet with you to discuss how Colliers Residential can help.” W. Scott Brown Senior Vice President
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Principals
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Principals
With over 60 years of combined experience in the real estate industry, the Principals of Colliers Residential have developed innovative industry leading organizations and have established and executed on successful domestic and international residential real estate Marketing and Sales Programs. Their global experience has formed a team that is able to effectively and efficiently organize and operate in any region and country. The Colliers Residential Team is made up of a group of dynamic individuals who are dedicated to delivering and supporting all aspects of project marketing and sales services globally. The Team is led by Principals Greg Ashley, W. Scott Brown, and Christine Brennan.
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Principals Greg Ashley, President and Managing Partner As President and Managing Partner of Colliers International Residential Project Marketing Services, Greg oversees the formation and growth of this practice group and leads an experienced team dedicated to building and expanding the market share and geographic reach of this business. A focus on delivering unmatched marketing and sales knowledge and service to residential developers, coupled with the synergies of Colliers overall global business platform, differentiates the organization from any others in the industry. Greg has 20 years of leadership experience in the residential and resort real estate development business. As a senior executive of Intrawest ULC, the world’s leading developer of village centered resorts, Greg was instrumental in the expansion of Intrawest. His work included the positioning, product concept development and real estate strategy for all of Intrawest’s resorts. As founding President of Playground Real Estate, a global project marketing company, in five years Greg grew this expertise driven business to achieving real estate sales volume of over $6 billion. His work culminated with the organization being sold, together with Intrawest, to a private equity company in late 2006. As President of Kor Real Estate, in less than 3 years Greg established a Vancouver and Los Angeles based sales and marketing organization and expanded it into a global real estate advisory company providing advisory services to residential and resort developers in North America, Europe, the Middle East and Asia. During his career Greg has been involved in the creation of some of the world’s most recognized real estate developments and has originated marketing and sales principles, and real estate product concepts that are recognized globally. He has advised select developers, hotel brands and private equity investors on their real estate strategy and has established teams and organizations to provide innovative marketing and sales solutions in a variety of market conditions. A people first leader, Greg understands that a strong corporate culture attracts the best talent and, in turn, generates the best results.
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Principals W. Scott Brown, Senior Vice President As Senior Vice President for Colliers Residential Project Marketing Services, Scott directly oversees the growth and success of Colliers’ Western Canada based business. In addition, Scott plays a vital corporate role in leading the ongoing evolution of how Colliers Residential markets and sells residential real estate worldwide and the creation of strategic management and sales tools for use throughout the Company. Most recently, he served as Chief Sales Officer for Kor Real Estate (KRE), where he oversaw the start up and global expansion of KRE’s third party business. Scott was also responsible for shaping KRE’s marketing and sales process and methodology. His work at KRE included extensive leadership of marketing and sales advisory assignments for projects located in Manila, Philippines; Anguilla; Playa del Carmen, Mexico; Miami, Florida, USA; Seychelles; Da Nang, Viet Nam and Bangkok, Thailand. The highlight of this work was the highly successful release of the Raffles, Makati – Manila, Philippines in July 2008. Under his direction, the KRE team set an in country record for sales in an astonishing six week period. Prior to joining KRE, he served as Senior Vice President with Intrawest/Playground, where he contributed to what was ultimately a billion-dollar-per annum portfolio as the senior executive overseeing North American based projects. A key member of Playground’s Executive Management Team, Scott was directly responsible for leading strategic partnerships and negotiated a significant joint venture that expanded Playground's business to Asia, Australia and New Zealand. His 20 years of work experience include a number of years working as an organizational development consultant. In this capacity he provided strategic services to leading North American organizations in the real estate, financial services, resort, automotive and technology industries and expanded his sales culture performance and enhancement expertise.
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Principals Christine Brennan, Vice President As Vice President of Colliers International Residential Project Marketing Services, Christine directly oversees the growth and success of Colliers’ Eastern Canada based business. Her creative vision, energy and collaborative team building approach sets the foundation for delivering exceptional service and sales results for desirable residential condominiums. Christine is an accomplished marketing, sales and public relations professional, who has been instrumental in the success of several of the GTA’s landmark condominiums. Most recently, she served as Vice President Marketing and Sales for Empire Communities directing the company’s growing high-rise division. She was responsible for the concept; positioning and programming; marketing and sales strategy; as well as leading, coaching and motivating the marketing and sales teams for a number of well recognized, recordsetting projects. While there, Christine spearheaded the creation of The Condo Living Store, a one-stop condominium shop that conveniently combined several of the company’s high-rise communities under one roof. As a key member of the senior executive team, Christine also played a pivotal role in driving the overall profitability of the organization. Prior to Empire Communities, Christine worked for Toronto based developer, Davies Smith as Director of Marketing and Sales. At Davies Smith she was involved in project development, and oversaw the marketing and sales of all of their residential real estate offerings including the first fully integrated full-service senior’s condominium in the GTA. During her career Christine has strategically shaped the marketing, launch or inventory sales components for over 5500 units in more than 25 high-rise, resort and single-family home developments. She is an international, national and provincial award recipient, including twice winning the Ontario Home Builders’ Association’s Condo Project of the Year. In 2010 she was nominated as Best Marketing and Sales Person, High Rise by The Building Institute and Land Development Association.
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