The Agency Development Group (TADG) FAQ

NEW DEVELOPMENT

Frequently Asked Questions

The Agency Development Group

TADG@THEAGENCYRE.COM

WHAT IS TADG, AND WHAT SERVICES DOES THIS DIVISION OFFER?

The Agency Development Group (TADG) is a collection of highly skilled individuals who offer unparalleled marketing and sales expertise to developers worldwide. From urban developments and mixed-use properties to resort-style offerings and sprawling estate communities, The Agency Development Group provides developers with a vast array of services, from pre-development consultation through the final sellout of a property.

By tapping into The Agency’s vast global reach, international referral network, Relocation Department and vetted prospective buyer pool, the division provides immeasurable value through every step of the development lifecycle, working with clients to redefine skylines, mold communities and curate lifestyles.

FUNDAMENTALLY, HOW DOES TADG WORK WITH AGENTS AT THE AGENCY SEEKING TO REPRESENT NEW DEVELOPMENT PROJECTS?

TADG has worked closely with The Agency’s corporate marketing team to design a listing presentation that can be leveraged by all agents in The Agency network. The New Dev Listing Presentation template is available in The Agency’s Creative Center and can be customized for individual agents.

As it relates to TADG’s capabilities, we do not recommend offering TADG’s highly specific services as TADG operates as a separate entity. TADG is a subsidiary of The Agency, and its services are not “part of’’ the resale agent resources. However, please feel free to leverage The Agency Development Group’s experience (via the TADG Brochure) in elevating The Agency’s expertise as a whole in conversations.

There are several ways TADG can be involved, which will require further discussion to outline the level of engagement pending a team’s specific needs. To provide a quick overview of the different options, please find the general scenarios bulleted below:

Partial TADG engagement (retainer + percentage of commissions)

Full TADG engagement (referral fee provided to agent)

Please Note: TADG has worked with a handful of individual agents in a hybrid model, but depending on the agent’s level of new dev experience and allowable time commitment, most have opted to receive a referral fee for each closed transaction.

WHAT ARE A FEW KEY PROJECTS TO HIGHLIGHT IN TADG’S CURRENT PORTFOLIO?

The Agency Development Group has a portfolio of more than $4.3 billion and has repositioned some of the world’s preeminent properties. The team is backed by the global reach and resources of The Agency. Please refer to the TADG Brochure for relevant Case Studies, which highlight projects and services in the portfolio.

WHO IS ON THE CURRENT TADG CORPORATE ROSTER?

Mike Leipart Managing Partner, New Development

Violet Tudas Managing Director, New Development

Maranda Blanton Managing Director, New Development

Katherine Demakos Vice President of Marketing, New Development

Agavni Faldzhyan Project Manager, New Development

Kirstin Corsetti Project Manager, New Development

Jenna Marks Project Coordinator, New Development

WHAT IS THE TYPICAL “PITCH” OR NEW BUSINESS PROCESS FOR TADG?

As the first step, the TADG team shares its TADG Brochure. If the developer wishes to engage The Agency further, the below outlines the usual process:

An initial meeting is scheduled to understand the project and goals more in-depth.

From there, a customized deck will be created, which shows TADG’s capabilities, along with an understanding of the developer’s project.

In this asset, TADG also aims to share its market expertise and product type intelligence.

The Agency will present the deck to the development team in-person or virtually. The developer will then decide if their team wishes to engage further.

If so, TADG then puts together a written proposal that outlines a scope of work, the key deliverables and fee terms.

HOW DOES TADG TYPICALLY APPROACH A NEW DEV PROJECT?

Below, please find a high-level overview of the general TADG approach for a project launch or relaunch (“takeover” project).

PROJECT AUDIT (FOR RELAUNCH) & MARKET ANALYSIS:

The Agency will first conduct a full marketing and sales operations audit and analysis of the project (for a project relaunch or takeover).

Often includes a SWOT Analysis

This research will provide crucial information about the underlying market and show both short- and long-term inclinations.

The team will provide updated pricing recommendations supported by sales-to-date at the project and recent comps in the local market.

This exercise typically includes the following, but is not limited to:

Review of project documents (e.g., purchase and sales agreement, association documents, etc.)

Review of project marketing assets

Analysis of local real estate metrics, including median condominium and single-family home prices, and inventory trends, as applicable

Pricing analysis by unit, considering broker feedback

Amenity and features activation considerations and project positioning

PRICING & ABSORPTION ANALYSIS:

The Agency will provide pricing recommendations based on market data, premium assignments and comparative advantages.

The Agency’s preliminary pricing model will include absorption considerations and a strategic release of available inventory over three to four phases—this will create opportunities to push and/or adjust prices in each release phase and track targeted sales conversions.

The provided analysis will include:

Unit-to-unit pricing with a summary of methodology and variables in consideration

Proposed inventory selections in Phase 1 release

Proposed bulk pricing and releases

Breakdown of premium advantages and discounted disadvantages

Pricing benchmarks against absorption goals

LAUNCH OR RELAUNCH OF SALES & ONGOING OPERATIONS:

The Launch or Relaunch may include a Launch or Relaunch Event.

Sales Team & On-Site Operations

Hiring and training

Establishing On-Site Operations

TADG typically uses a “Boot Camp-style” training process that has proven to be effective. Please reach out to TADG if you wish to obtain an example.

PROJECT SALES & REPORTING:

Project sales reports are a crucial element of the ongoing sales operations.

The sales team will have clear guidelines set in place for data-centric expectations that pull into daily and weekly automated reports.

These reports will be utilized by The Agency’s executive team to monitor sales activity at the project and ensure that qualified traffic is consistently touring.

Daily reports summarizing daily traffic, inquiries, lead sources, and sales activities, including all correspondence with leads and outreach.

Weekly reports tracking on-site traffic and lead sources including recurring clients, in addition to identifying all inbound inquiries.

They will show an overview of all new offers, deals in negotiation, and deals in escrow with terms, commentary and timeframes.

All recently completed, current and upcoming marketing, advertising, and promotional campaigns, along with media buys, will be described in detail both verbally and through collected data.

MARKETING & SALES PLAN:

TADG develops a detailed, comprehensive Marketing & Sales Plan—it is typically an annual deliverable, but some clients may require it to be quarterly.

Included in this Plan are the following, but the content ultimately depends upon the Developer’s specific expectations:

Creative Marketing Assets

Email Marketing

Advertising

Media—Digital & Print

On-Property Initiatives (as applicable)

The Agency Owned Media

Partnerships and Sponsorships

Email Marketing

Events

Public Relations

Incentive Programs

Referral Program

Lead Capture Strategies

Broker/Sales Team Outreach

International Outreach

Model Strategy (as applicable)

MARKETING & SALES BUDGET:

To correspond with the M&S Plan, TADG creates an associated Marketing Budget and Cash Flow.

WHAT DOES TADG RECOMMEND FOR PROCESSES AND PROTOCOLS?

From experience, TADG recommends utilizing Dropbox or Google Drive to organize folders by Active, In Pursuit, and Archived clients. The team has established an internal file naming convention and Dropbox/Google Drive filing nomenclature to ensure all team members are following the proper nomenclature. This also helps any externally-facing documents and deliverables to be consistent and organized for the client.

For each project, TADG uses a comprehensive Google Admin/Matrix doc that contains tabs including tracking for the following: pipeline, offers, closings, escrow, team schedule, MLS activity, comparable properties, PSA addendum language, broker events or targets, eBlast schedule, and workflow.

A Guide to New Development Engagement

WHAT ARE THE GENERAL LINES OF BUSINESS/TYPES OF ENGAGEMENT?

Consulting

Pre-Development Advisory

Marketing & Sales

WHAT ARE THE PRIMARY NEW DEVELOPMENT “OFFERING BUCKETS”?

The four primary TADG offering buckets are outlined below:

Pre-Development Advisory/Consulting (Design Development, Research & Planning, Buyer Profiling & Targeting)

Pricing & Release Strategies/Market & Comparable Properties Studies

Brand Marketing (Marketing & Sales Plans, includes Events & Partnerships)

Sales & Operations Management

WHAT ARE THE HIGH-LEVEL NEW DEVELOPMENT SERVICES?

Design Development

Research & Planning

Brand Marketing

Buyer Profiling & Targeting

Sales & Operations Management

WHAT DOCUMENTS CAN BE UTILIZED FOR NEW DEV?

In addition to this FAQ Document, we have the following additional assets, which can be accessed on the right.

HOW IS REPORTING CONDUCTED?

TADG recommends that your team reaches out to Connect Support to set up a meeting to discuss configuring an Environment Hub for a new development project. The Connect CRM Guide can be utilized once the EH has been set up.

WHICH AGREEMENTS DOES THE NEW DEV TEAM TYPICALLY UTILIZE?*

TADG typically has an Exclusive Listing Agreement with the Developer. Please note that under this type of contractual arrangement, the sales associates are “exclusive” to the specific project. Please consult your legal counsel pending the proposed engagement.

In addition, upon client approval to proceed, TADG employs a Referral Agreement with key stakeholders such as Savills (international) and additional targeted The Agency offices (national) per project.

*Please consult with the developer’s legal counsel on the best arrangements as standard real estate forms are not used in the New Dev space. Long-form purchase contracts and other transactional documents are produced by the legal team and approved by the real estate bureau of that particular state.

WHAT DOCUMENTS CAN BE UTILIZED FOR NEW DEV?

Please consult the proper resources and real estate guidelines, but generally, please find below:

HR Posters

Branch License

Equal Housing Plaque

Offer Submission, Negotiations, Acceptance

Opening Escrow Closing Compliance Disbursements

WHICH THIRD-PARTY VENDORS DOES THE NEW DEV TEAM TYPICALLY WORK WITH?

Below please find a few key partnerships, which TADG would recommend in the New Dev space to achieve the highest level of success. In its arrangements, TADG most often manages all third-party vendors.

BUSINESS INTELLIGENCE/RESEARCH FIRM:

TADG partners with a firm for real estate analysis. The services include: economic analysis, site assessment, local/regional trends, comparable development selection and analysis, pricing recommendations and sales strategy, and other custom research and professional services.

Recommendation: The Kennelly Group based in Los Angeles, CA

CREATIVE FIRM:

TADG typically partners with a creative firm on its new development projects. The associated marketing costs are covered by the Developer (*pending the contractual arrangement).

Recommendation: Wicked+ based in Hermosa Beach, CA

SOCIAL MEDIA FIRM:

TADG and The Agency partner with a leading luxury real estate platform to manage key corporate accounts. The Creative Firm typically handles social media for a specific project, depending upon the scope.

Recommendation: Luxury Listings

PR FIRM:

Similarly to the Creative Firm, the Developer most often hires a PR firm for the project, which TADG helps to manage.

Recommendation:

M18 based in Miami and New York QUINN based in various locations throughout the U.S. Wicked+ based in Hermosa Beach, CA

WHAT IS THE NEW DEVELOPMENT COMMITTEE WITHIN THE AGENCY?

The New Development Committee is a concept proposed that would consist of several individuals across The Agency’s global network. This group would be focused on sharing ideas and potential projects in the New Development space in order to enhance The Agency’s reach both nationally and internationally.

The application process is currently in development, and further information will be shared as the program evolves. We appreciate your interest!