BHHS Towne Realty Luxury Collection Welcome Booklet

MISSION STATEMENT The Berkshire Hathaway HomeServices Luxury Collection marketing program has been created to guide clients in the buying and selling luxury homes. The program has been specifically designed to leverage the strength of the reliability of the Berkshire Hathaway name, while providing the special expertise for this upscale market.

PURPOSE of Luxury Collection  Capture Market Share  Pool Resources to Have Stronger Reach and Better Branding Strength  Distinguish Berkshire Hathaway HomeServices Towne Realty Luxury Collection Specialists

Ahead of the Competition  Reaffirm Berkshire Hathaway HomeServices Towne Realty Luxury Collection As # 1 in

Consumer’s Minds  Obtain More Listings

DESIGNATION REQUIREMENTS Sales Associates who wish to use the designation of Luxury Collection Specialist must meet certain standards and qualifications in order to attain that status and use of the designation on marketing materials. Each designee must have a proven track record of success in the sales and servicing of Luxury Collection properties and meet minimum qualifications, as set forth, to be accepted by the Luxury Collection program.

Minimum Qualifications for a Luxury Collection Specialist:  Must meet specifications as set forth in the Designation Requirements  Be willing to follow the qualifications and guidelines as set forth for the Luxury Collection

Program  Be willing to abide by all decisions of management relating to a property’s applicability to the

Luxury Collection program  Have a personal website  Agree to uphold Luxury Collection standards  Attend and Participate in Meetings, Events and Luxury Collection Tours

To Maintain the Designation Fine Homes Specialist:  Member of the Honor Society  Sold or listed at least one (1) Luxury Home

* The above represents the criteria for obtaining membership in the Luxury CollecƟon program and the exclusive designaƟon of Fine Homes Specialist.

REQUIREMENTS for a Luxury Collection Specialist The Luxury Collection Program is a specialized marketing strategy designed for unique upscale properties.

Sales Associates, otherwise known as Luxury Collection Specialists, must meet certain criteria in order to be part of the program and also must meet specific standards to qualify for the Luxury Collection program.

The very words Luxury Collection imply a special level of exclusivity, distinction, and quality.

While rare exceptions to the rule will perhaps exist, the general description of a luxury home property is as follows:  Meets or exceeds the established minimum price  Located in a neighborhood considered to be higher end, socially prestigious or extremely

desirable  Residence must be no less than 60% of total value of estate  Residence must be priced in the top ten percent of its local market  Exterior and landscaping consistent with its surroundings  Have significant amenities or unique qualities  Be of historic value or architectural quality  If necessary, must be approved

THE BENEFITS to Your Clients Luxury Collection Specialists . . .  are motivated and experienced in the high end market  have extensive training  are full-time career professionals  are able to handle affluent clients with discretion  have management supervision that is readily available  offer services superior to our competitors  have confidence and pride

BENEFITS OF MARKETING through the Luxury Collection division  Become a part of an already acknowledged International Division in existence throughout the

United States, Canada, Australia, and Caribbean.  Benefit of working with the most experienced agents. Customized marketing using the highest

quality products.  Receive most advanced marketing and service skills.  Increased awareness of property through mass target mailings to appropriate market.  Builds awareness of availability of luxurious homes through target marketing  Builds “relationship networking’ with area agents, lenders, attorneys, and professionals thereby

bring more attention to the property.  Builds upon the surest listing presentation by customizing for that particular home.  Lends added prestige and status to the property and prospective purchaser.  Distinctive signage makes home stand out from the rest of the market.  Advertising in a regional and/ or periodic publication dedicated to upper tier properties.

A VALUED PROGRAM Paid for by Luxury Collection Dues  Robust Advertising Program  Luxury Collection Website  Access to REsource center specific to Luxury Collection  Networking through Higher End Social Groups  Standard Luxury Collection Signs with Frames including installation and removal  Stats/Charts Upon Agent Request  Direct line for Advertising

LUXURY HOME TOURS In addition to the resources above, you will enjoy having your Luxury Homes listings toured by an elite group of associates who specialize in upper tier marketing. At company discretion we will conduct special promotions which will enhance our image and overall awareness in the market. We believe this program will provide greater client satisfaction and ultimately increase client and customer leads in the Luxury Homes arena.

LUXURY COLLECTION RESOURCES Luxury Collection Director: Rolston Audain Luxury Collection Coordinator: Sabr ina Bowman

RESPONSIBILITES:  Customize Agent Presentation Packages  Purchase marketing materials and business cards  Purchasing Luxury Collection branded materials  Any additional benefits, questions or concerns

CONTACTS: Rolston Audain ~ Office: 481-8450 Sabrina Bowman ~ Office: 481-8441

SOUTHSIDE COORDINATORS

PENINSULA COORDINATORS

Fred Helm ~ Chesapeake Caroline McCartney ~ Norfolk Susan Pender ~ Beach Stacie Powell ~ Harbour View John Savino ~ Lynnhaven

Bill Clarke ~ Williamsburg Ruby Conn ~ Newport News Sondra Deibler ~ Hampton

WHO SHOULD I CONTACT? Rolston Audain, Director finehomesdepartment@prudentialtownerealty.com  Events, Financials

Sabrina Bowman, Coor dinator finehomesdepartment@prudentialtownerealty.com  All Advertising: At Home wrap

Daily Press wrap Virginia Gazette wrap Distinction Magazine Facebook/Instagram/YouTube/Twitter Fine Homes Magazine Fine Homes Website TowneBank Newsletter Virginia Living Magazine Other print advertising as scheduled  Tours/Stats  Luxury Collection Supplies, i.e. agent business cards, signage, name badges and listing

presentation materials *supply orders and sign requests should be emailed to finehomes@bhhstowne.com

Marketing mar keting@pr udentialtownerealty.com  Postcard Design and Mailing  Property Brochures

Web Support websuppor t@bhhstowne.com  Website updates, agent biographies, etc.

Advertising

Luxury Collection Advertising Examples Luxury Collection Website Luxury Collection Pilot Wrap Luxury Collection Daily Press Wrap Luxury Collection VA Gazette Wrap Distinction Magazine Luxury Collection Magazine Virginia Living Magazine TowneBank Newsletter Other advertising

DAILY PRESS WRAP  Runs 4 mes per year  Circula on is 63,000  Distribu on from Middlesex County down through south of the James River  60% married  Median age household income is higher than state average

VIRGINIAN PILOT WRAP  Runs 4 mes per year  Almost one‐half million readership  Circula on is 150,000  53% female  63% married  Median age 45 years old  Median income $68,592

VIRGINIA GAZETTE WRAP  Runs 4 mes per year  Circula on is 19,500  Distribu on Williamsburg, James City County, York County, New Kent County and West Point  82% married  60% likely to earn $100,000+

DISTINCTION MAGAZINE  Runs 4 mes per year  Sent to higher income households  61,500 total magazines printed  56,500 copies inserted into the Virginian Pilot run  5,000 copies inserted into “Inside Business” and sent to subscribers  Online presence

PTR FINE HOMES MAGAZINE  Runs 3 mes a year; 34,000 copies printed   9,100 Inside Business   1,600 for office/agent distribu on 





 450 to TowneBank & TowneBank Directors  8,750 delivered to Daily Press

 14,100 delivered to VA Gaze e

VIRGINIA LIVING  Runs 3 mes per year  Circula on approximately 50,000 copies  20,000+ go to subscribers  Readership over 500,000  Controlled circula on includes hotels, resorts and medical offices across the state  Paid circula on includes grocers and bookstores

Luxury Collection DVD at some TowneBank branch locations

Luxury Collection Signage

Luxury Collection Optional Advertising (all agent paid)

Custom brochures, flyers and postcards Other print/online advertising

FINE HOMES CUSTOM POSTCARDS Large size (5½” x 8½”), 2‐sided postcard, both sides color Order set‐up through the Marketing Department (48‐hour turnaround) Order printing through Xpressdocs, 100# glossy cover, minimum order 50 cards at 36¢ each card (volume discounts) Mailing options from printer Xpressdocs delivers in 5 to 8 business days (expedited ship‐ ping available, but it’s expensive)

Outside

Inside

LC CUSTOM BROCHURE ledger size (11” x 17” folded to 8½” x 11”) 2‐sided fold over brochure, both sides color, 100# glossy cover Order set‐up through the Marketing Department (48‐hour turnaround) Order printing through Quantum, minimum 26 brochures at $2.05 each Quantum delivers in 2 to 5 business days (expedited shipping available, but it’s expensive)

LC CUSTOM FLYERS  letter size (8½” x 1”), 1‐sided or 2‐sided single sheet flyer, color  Order set‐up through the Marketing Department (48‐hour turnaround)  Order printing through Quantum, 100# glossy cover, minimum 70 brochures at 50¢ per side  Quantum delivers in 2 to 5 business days (expedited shipping available, but it’s expensive) OR  Order through Marketing Dept, 60# smooth cover, minimum 10 brochures at 50¢ each  Marketing Department delivers on the next courier run

SUPPLY ORDER FORM Email form to Marketing@PrudentialTowneRealty.com

AGENT NAME (please print) ____________________________________________________________________________ TITLE / DESIGNATIONS _______________________________________________________________________________ OFFICE _______________________________________

OFFICE PHONE ___________________________________

CELL PHONE ___________________________________

WEBSITE ________________________________________

E-MAIL ___________________________________________________________________ @PrudentialTowneRealty.com

BUSINESS CARDS

 PHOTO

*Return this form to supplies@prudentialtownerealty.com

 NON-PHOTO

CHECK ONE:

 First order  Re‐order  Changes to previous order NOTE: There is a four (4) line maximum for information on all business cards.

PHOTO REQUIREMENTS  Must be at least 3 inches wide, 4 inches tall, 200 ppi  Must be shot in a professional studio  Prefer a light to medium background (not too dark)  Both shoulders should be visible  Business a re only (jacket / e for men)

NAME TAG

____________________________________________________________ NAME, CREDENTIALS (ie ABR, GRI . . .)

Luxury CollecƟon Specialist STATIONARY ANNOUNCEMENT CARDS

LETTERHEAD

ENVELOPES

FOLDERS

LISTING PRESENTATIONS

LABELS

QTY____

QTY____

QTY____

QTY____

QTY____

QTY____

Please initial one: ______ NEW AGENT ORDER

______ CHARGE TO AGENT’S A/R

______ CHARGE TO OFFICE

MANAGER APPROVAL ______________________________________________________DATE ____________________

SIGNAGE INSTALLATION FORM Email form to Marketing@PrudentialTowneRealty.com

*PLEASE INDICATE IF THE HOME HAS AN IN-GROUND SPRINKLER SYSTEM* SECTION 1 PROPERTY STREET ADDRESS: ____________________________________________________________ CITY: ___________________________

MAP COORDINATES: ___________________________

SUBDIVISION: ____________________

AGENT: ______________________________________

 HOUSE

 LAND

DESCRIPTION OF HOUSE/LAND:__________________________

_____________________________________________________________________________________ _________________________________________________________________________ ______________________________________________________________________ SIGN LOCATION ON PROPERTY: ________________________________________ DIRECTIONS (if land, a ach plat or drawing): _____________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ CROSS STREET: _____________________________________________________

SECTION 2 ORDER TO INSTALL

SECTION 3 ORDER TO REMOVE

SECTION 4 ORDER TO REPAIR

Date:___________

Date:___________

Date:___________

Time:___________

Time:___________

Time:___________

Faxed by:___________

Faxed by:___________

Faxed by:___________

LUXURY COLLECTION

Bio/Contact Information Sheet for 2015 Email completed form to Finehomesdepartment@prudentialtownerealty.com

GENERAL INFORMATION NAME: ______________________________________________________________________________________ DESIGNATIONS: ______________________________________________________________________________ CELL NUMBER: ________________________________

OFFICE NUMBER: ____________________________

EMAIL ADDRESS: _____________________________________________________________________________ WEBSITE ADDRESS: ___________________________________________________________________________ FACEBOOK: www.Facebook.com/________________________

TWITTER: @_______________________

MOST RECENT AWARDS ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ PERSONAL HIGHLIGHTS/COMMUNITY INVOLVEMENT ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ADDITIONAL AGENT INFORMATION ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________

From a name that is much respected and admired throughout the world.

Trusted experts in real estate who raise the bar for the luxury home market.

Berkshire Hathaway HomeServices Towne Realty Luxury Collection, real estate Expertise that redefines the art of fine living.

For more information visit: LuxruyCollectionVA.com

Š 2013 BHH Affiliates, LLC. Real Estate Brokerage Services are offered through the network member franchisees of BHH Affiliates, LLC. Most franchisees are independently owned and operated. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of HomeServices of America, Inc. Ž Equal Housing Opportunity.

Š 2013 BHH Affiliates, LLC. Real Estate Brokerage Services are offered through the network member franchisees of BHH Affiliates, LLC. Most franchisees are independently owned and operated. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of HomeServices of America, Inc. Ž Equal Housing Opportunity.