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Tracey
Hopkins, Professional Presenter & Chief Jumpstarter
Summary of Services
There
are many more types of training in the works and Tracey
prides herself on tailoring her training to the needs of the
company. A quick conversation will determine if Tracey has something
in her repertoire that may be of assistance to your company.
New Development Marketing —
Overview
This role will be as the marketing
director from site selection to the training of lease up
team. It is to
assist the developer in keeping all the players focused on
the concept and coordinating all the marketing efforts so
that they relate to and compliment the project.
-
Feasibility
study – In depth market study that aids
developer in determining unit mix, floor plan features,
finishes, amenities, targeted profile and rent
recommendations based on what’s currently in the
market. Includes
projected job growth, city plans for infrastructure and
number of units in the pipeline.
-
Market
evaluation and study; capture and analyze
current market conditions, identify and shop comparables
in submarket, identify and shop comparables in overall
market, target market demographics, outline current
market price structure, outline competitive amenity
package, prepare market overview notebook for on site
team complete with advertising tear sheets, interview
merchants, brokers, other property management personnel
to understand present perception of market, present
written and verbal reports of the study.
-
Product
Concept and Design; Tracey will coordinate and
participate in any meetings that potentially affect the
marketing appeal of the project including those with the
developer, architects, designers and management team on
topics such as design, floor plan functionality, leasing
center design and layout, amenity and common areas
design and layout, landscape and lighting package design
and coordination as it relates to overall concept.
- Marketing
Packaging / Media Plans / Creative Direction
which will include completion of marketing and
advertising budget, definition of the unique selling
position, participation in naming the project, selection
of creative design / advertising firm, liaison between
advertising firm and development team, direction of
creative statement to all marketing and design efforts,
selection of interior designer and supervision of all
efforts, direction of logo design, all marketing
collateral and web site design, selection of signage
company and direction of signage package creation and
installation. Also includes consultations with owners on budget and
production issues as well as bimonthly progress reports.
If budget allows, this package includes the
supervision of all e-brochures and digital marketing.
- Advertising
Direction / Leasing Campaign / Skill Development
which includes the development of leasing bonus
structure to avoid “point of depletion” situations,
direct all advertising efforts including rate/ contract
negotiation, assist in coordinating grand opening event,
direct leasing efforts to ensure rapid lease up
schedule, consult on pre-leasing campaign, assist with
the selection of leasing team, initial day of training
to evaluate and prepare team, consult on rent/special
issues with team, create a public relations campaign
with area merchants, plan open house events for
locators, brokers and city officials, development of
leasing incentive contests to motivate leasing team and
monthly leasing training to increase skill of team and
to motivate.
- Marketing
plan
– includes an overview with creative statement,
direction, media plan as well as a complete step-by-step
plan for management to pick up where Tracey leaves off.
Re-Development Marketing — Overview
This role is to assist asset managers or
developers in the marketing direction of assets needing to
be repositioned or redeveloped and their feasibility.
- Market
evaluation and study;
capture and analyze current market conditions, identify
and shop comparables in submarket, identify and shop
comparables in overall market, target market
demographics, outline current market price structure,
outline competitive amenity package, prepare market
overview notebook for on site team complete with
advertising tear sheets, interview merchants, brokers,
other property management personnel to understand
present perception of market and of current product
position, present written and verbal reports of the
study. May
also include site consultation on feasibility of
marketing success based on developers plans, ingress /
egress, convenience to renters, visibility and
neighborhood desirability.
- Product
Concept and Design;
Tracey will coordinate and participate in meetings with
developer, architects, designers and management (All
participating parties) on current issues, areas that can
be redeveloped with an upside for return, floor plan
issues and solutions, leasing center re-design and
layout, amenity and common areas re-design or
construction, landscape and lighting package design and
coordination as it relates to overall concept.
This portion includes strategies for lease down
and lease up based on the owner’s / developer’s
needs.
- Marketing
Packaging / Media Plans / Creative Direction
which will include completion of marketing and
advertising budget, definition of the unique selling
position, participation in renaming of the project,
selection of creative design / advertising firm, liaison
between advertising firm and development team, direction
of creative statement to all marketing and design
efforts, selection of interior designer and supervision
of all efforts, direction of logo design, all marketing
collateral and web site design, selection of signage
company and direction of signage package creation and
installation. Also
includes consultations with owners on budget and
production issues as well as bimonthly progress reports.
If budget allows, this package includes the
supervision of all e-brochures and digital marketing.
- Advertising
Direction / Leasing Campaign / Skill Development
which includes the development of leasing bonus
structure to avoid “point of depletion” situations,
direct all advertising efforts including rate/ contract
negotiation, assist in coordinating grand re-opening
event, direct leasing efforts to ensure rapid lease up
schedule, consult on pre-leasing campaign, assist with
the selection of leasing team, initial day of training
to evaluate and prepare team, consult on rent/special
issues with team, create a public relations campaign
with area merchants, plan open house events for
locators, brokers and city officials, development of
leasing incentive contests to motivate leasing team and
monthly leasing training to increase skill of team and
to motivate.
- Marketing
Plan
will be a road map for management to follow with the
year of public relations and resident social activities
planned. Includes
marketing activities needed to maintain occupancy as
well as a resident retention plan for existing desired
residents.
A La Carte Items for Existing or Stabilized Assets
Market
Study -
Thorough study into subject’s market with an overview of
employment growth, school system, major employers and
proximity to major transportation, employment and shopping
centers. This study includes neighborhood and market information as
well as individual in depth, comparable studies.
Rents are sorted by unit type, the amenities are
spread on a matrix and recommendations are made based on the
owner’s strategy to purchase, reposition, sell or hold the
asset.
Liaison
with Interior Design – Study
comps to understand what it takes to achieve product
differential. Share
with and work closely with designers to ensure product is
competitive, offers value and an upside on the investment.
Includes consultation on concept, furniture and
finish selections for leasing center and clubhouse, unit
specs and upgrade recommendations.
Advertising
Effectiveness Review – Thorough
review of all advertising efforts, design critique, review
of effectiveness versus cost, recommendations on design,
campaigns and resources.
A report will be provided that will include what top
competitors are doing by way of media advertising.
Included as well are Internet shops and the results
with recommendations. The
type of package sent by the property to the shopper will be
evaluated – again with recommendations.
Property
Naming – An
in depth study of the existing or proposed community will be
completed which includes; market research, comparable
review, research of what’s indigenous as well as a meeting
of the minds to understand the asset’s position and
proforma. Approximately
15 names that would be appropriate will be pitched.
Property
Marketing Jumpstart – For
properties in need of immediate traffic or occupancy
results. Includes
a visit to site to meet with manager and review product,
market study, leasing review, advertising review, and
marketing plan review.
Recommendations will be made through a written report
– a candid verbal report would be immediate.
Train
the Marketer – For
Regional Marketing Directors, newly promoted National
Marketing Directors or VP’s of Marketing.
Shadow training that would involve a skills
assessment, strategic and tactical problem solving
techniques, networking and partnering with vendors, how to
write a marketing plan, how to read a market, presentation
skills, data analysis, time management and more.
The training would be tailored after a preliminary
interview with company leaders on what they need from the
position, interview with select sites on what they need and
a full-blown review of the position expected.
This training can be from one week to an ongoing
coaching situation where once the initial training is
performed; the trainee may have weekly or monthly coaching
calls to review challenges and activities and how to
approach them. This
training can also be performed with Leasing Directors,
On-Site Marketing Directors, New Lease Up Specialists and
Training Directors.
Leasing
Team Meeting - A
one hour motivational / training meeting to help motivate
and drive the leasing consultants to better performance.
Advanced skills will be trained as well as how to
manage their positions like a consummate professional.
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