|
Through our multi-disciplinary and collaborative approach, we’re able to leverage the following services to impact your bottom line:
Market Research: Our market research services provide extensive study and analysis of a broad reach of buyers in a variety of markets. The data and interpretation we provide enable our clients to make informed decisions about location, product, pricing, and absorption; therefore minimizing their risk while maximizing profitability.
Strategic Planning and Analysis: At the start of an engagement, we schedule several whiteboard strategic planning sessions. In these meetings, we take a collaborative approach with the developer’s team to ensure that the vision for the project is in tune to the needs of the buyer audience.
Product Development Consulting: We advocate an “outside-in” approach in which desires and tastes of the most promising buyer niches and target markets’ are assessed including focus groups studies, and this input is used to develop a product that will appeal to them. We also provide recommendations regarding unit mix and dimension analysis; floor plan layout and design criteria; features and amenities; pro forma for unit sales; and a sales and pricing strategy according to our proprietary Pricing and Inventory Release Strategy™ (PAIRS™).
Development Positioning and Branding: While this is a time-consuming and labor-intensive process, we believe very strongly in the need to “de-commoditize” the developments we represent. Therefore, we invest heavily in the “brand.” One of the strengths of Waugh and Associates is our understanding and respect for brands and our ability to help create a distinctive brand for your development, manage the touch points (including the interactions that a consumer has with a sales associate), and express the uniqueness of the experience in clear and compelling ways. In this way, our value is not confined to just sales strategists but also defined as brand evangelists.
Sales and Marketing Synchronization: Marketing communications is a key element in the sales process. We will provide a sales perspective in the development of the marketing and PR plan to ensure that this plan clearly addresses who the buyers are, where they are and how to reach them. We also ensure the relevancy and effectiveness of all marketing initiatives and assume oversight responsibility for creative development of advertising and communications materials.
Sales Staff Recruitment, Training and Management: Our experienced management team takes a hands-on approach to overseeing on-site sales teams, and integrates sales efforts within the overall marketing program. When appropriate, we will handpick a team of individuals trained and proven in the practice area of resort sales, new home sales and mid-rise and high-rise condominium sales. We empower them to embody the brand, be relationship builders, know the dynamics of the market, feel passionate about the product, and be hell-bent on achieving success.
Sales Center Setup and Operation: The sales center must be both functional and uniquely appealing. It must reflect the project’s brand personality and engage prospects into a buying mindset. We will staff the sales center with a dedicated team of sales associates, front desk personnel, greeters, and transaction coordinators. We will establish guiding principles to determine how they dress, what they say, how they initiate and nurture a relationship, and how they close the sale.
Database Marketing and Lead Cultivation: Our procedure for growing and communicating with our database begins with collecting inbound leads via web, email, telephone, postal mail, walk-ins and event attendees. Each lead is then added to the appropriate database segment. Tailored communications are delivered consistently to each segment through a combination of channels. The aim of our communication cycle is to foster interest, stimulate consideration and move each prospect toward purchase in the development we represent.
Events: Collectively, our diverse array of event-related initiatives is the most versatile, efficient means of outreach that supplements our sales arsenal. We stage sales events in tandem with key development milestones, including presales, public launch, ground breaking, going vertical, topping off and, of course, project completion and delivery. We engage key prospects at real estate expos. We also conduct Broker Opens in which we interface directly with elite brokers and agents in any strategically significant market. Our online initiatives include a series of educational webinars structured to move targeted prospects along in our sales funnel.
Signature Sales and Administration Program Strategy and Manual: To ensure that there is shared understanding between the developer and Waugh and Associates about sales expectations, strategies and approach, we custom-develop a 100+ page sales manual that details the steps and tactical processes that our dedicated sales staff will follow and are expected to implement with precision. Consistent with Waugh and Associates philosophy, company management establishes sales goals and crafts strategy, and we hire sales executives who are expected to perform like franchisees and deliver value by excelling at execution and implementation. As a result, we produce a comprehensive document and training program that covers tactics, job functions and responsibilities, prospect management, relationship building, sales presentation and consumer pathing, buyer profiling and qualifying, sales performance measurement process, and all agent-prospect and agent-buyer communications, including scripts for face-to-face, telephone, email and postal mail communications. |
