The document provides a marketing strategy for Hunters Knoll, a new home community. It discusses conducting market research to understand the asset, prospects, competition and strengths/weaknesses. Traditional marketing methods like signage, direct mail, and events are outlined. The bulk of the strategy focuses on new marketing methods like websites, blogs, email marketing, online video, and social media to connect with prospects in a cost-effective way. Questions from attendees are invited at the end.

5. Define the Asset Hunters Knoll: A single family community with spacious lots Growing Varina location Custom homes for move up buyers What else?

6. Define the Prospects Pricing in the $200,000s = affordable financing 4-5 Bedrooms Open or formal plans 2 car garages Perfect for young or growing families

7. Define the Competition

8. Define the Competition Study your competition’s: target audience & marketing floor plans price points standard features upgrade and change fees determine where you might be at a disadvantage by doing a...

10. What is the U.S.P.? What does Hunters Knoll have that no other new home communities in the Richmond area have? Differentiate your development from the competition.

11. “ ...a strategic approach to market research and analysis will equip you with the insight — and just as importantly, the confidence — you need to accomplish your goals and navigate through a difficult housing market.” -David Rice, New Home Star Market Research

12. Communicate your findings in your marketing

19. “ When asked where they first learned about the home purchased, 36 percent of buyers said a real estate agent; 36 percent the Internet; 12 percent from yard signs ; 6 percent from a friend, neighbor or relative; 5 percent home builders; 2 percent a print or newspaper ad; 2 percent directly from the seller; and less than 1 percent a home book or magazine.” -Nov. 2009 NAR Press Release

28. NewHomeGuide.com NewHomeDirectory.com AmericanHomeGuides.com

31. www.youtube.com/watch?v=sIFYPQjYhv8

34. “ Social media is now a ‘how’ question for businesses, not an "if." Most brands have moved beyond the internal debate of if they should be involved in social media or not, and are moving on to consider how they will approach it. The early adopters have earned their early lead, but it might surprise you how quickly brands that started a little slow are catching up.” -Andy Sernovitz, SocialMedia.org

35. “ The biggest value that we have seen from social media is primarily through media and REALTOR® relations...” -Steve Shoemaker, director of marketing, Ideal Homes in Oklahoma “ Like any marketing tool, Twitter [and social media] will only pay off with an investment of time and effort. As the sites’ influence grows and more users participate, the potential for reaching home buyers, REALTORS® and media through [social media] only increases.” -Carol Ruiz, Vice President of PE at red rocket LA

39. Part IV - Questions