Page 3 - St. Elmo Launch Packet

LAUNCH SALES & MARKETING CRITICAL PATH
DATE: ACTIVITY: ACT OBJECTIVES
INTERNAL DELIVERABLES:
DEC. Whisper Internal - General Act 1 Shake the Trees / NA Assets and Project Concept Pre-Empt Interest
JAN.
JAN. - MAY
Reservation Docs & Soft Digital Assets and Visuals
External Marketing & Lead Generation
ACTIVE RESERVATIONS
Act 2
Act 2
Tell the Brand Story, Excite the Market, Generate Leads, Take Reservations, Keep Res Holders Engaged on BASIC information. Sell the Dream!
Master Reservation Report / Wkly. (MRR)
WEEK 1
WEEK 2
WEEK 3
WEEK 4 WEEK 5
WEEK 6
WEEK 7
Purchaser Requirements - Deposits & Pre-qual - (Separate types of buyers)
Construction Timeline & Process
Save the Date, Timelines, Macro Process TEAM LAUNCH BRIEFING
Final Floorplans, Floorplates, Parking & Storage Options Ownership receives market research for initial pricing
Design Packages Look Book / Upgrades
Ownership reviews dynamic pricing matrix
Updated Price Ranges (tighter) & HOA Fees
(Inclusions / Amenities)
Conversion Process & Protocol Info.
Ownership reviews dynamic pricing matrix - Final
Act 3
Act 3
Act 3
Act 3 Act 3
Act 3
Act 3
Clearly Outline Requirements on Purchaser. Differentiate type of buyer and what they will be required to do to buy.
Set Expectations for construction timing, milestones and hazards. Communication during construction, access and buyer obligations to the process
Set expectation for timelines & the process for release. What buyer can expect the next 7 weeks
Begin Narrowing buyer desire for product. Keep options broad.
Establish emotional connection to product style.
Confirm pricing comfort, HOA cost and Buyers receptiveness to each. Narrow buyer product options.
Articulation of the release process and buyer expectations during the release. Remove all confusion and doubt around the process. Confirm recommendations to keep product options broad
MRR Update - Final Investor & Primary Notation
MRR Update - Fallout & Initial Selection Order
MRR Update - Fallout
MRR Update - Primary Interest CATEGORY
MRR Update - Top 10
WEEK 8
WEEK 9 WEEK 10
Final Pricing & Digital Purchaser’s Guide
Selection Process Detail - Appointment Times , How to Participate
Reminder, Zoom Login Instructions
Act 4
Act 4 Act 4
Final buyer selections ready for MRR Update - the release! Final Buyer Options
Final confirmed process and times for buyer engagement. Get ready!
How to
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