• On-Site Merchandising
• Advertising & Promotion
• Marketing Management
• Land Acquisition
• Management Team
• Professional Associations
• Hudson Valley Market
• Trained Sales Personnel

Introducing the Marketing Services of Prudential Serls Prime Properties New Homes Division

The marketing and sales management needs of those who develop residential communities and build new housing environments deserve specialized attention. That is why Prudential Serls Prime Properties has organized a professionally managed New Homes Division. We understand the marketing requirements of those who risk their resources to create and produce new housing concepts that will meet with public acceptance while assuring a reasonable return on investments. Our New Homes Division is fully prepared to provide the complete range of services that are necessary to create and support a well-organized marketing program.

Because we concentrate on the Hudson Valley housing markets, we are very effective in representing builders and developers who have discovered the special appeal of our suburban New York environment. Our management team and all of our sales personnel are dedicated to maintaining the quality of life that is the primary attraction for the people who choose to live here. We are convinced that we have a unique ability to interpret the needs of our markets and to tailor our strategies to obtain the highest potential sales yield from each new housing assignment we accept. This prospectus will briefly outline the services we are ready to put to work for your organization in the Hudson Valley region.

Our Management Team

Residential developments have played a major role in the growth of Prudential Serls Prime Properties. The management team has been involved in almost every facet of new home development from land acquisition, planning, zoning, design, construction, production management, merchandising and sales. The key managers and consultants in our New Homes Division have years of experience in successfully marketing new residential neighborhoods from single-family homes to condominiums. When we take on a new project, the entire team is involved in the planning process so that we can take advantage of the disciplines and talents each contributes to the total picture.

We Know the Hudson Valley Market

We maintain continually updated research programs that analyze the trends of the local housing markets so that we are able to interpret marketing strategies and guide our clients in making the right decisions regarding product design, advertising and land acquisitions. We believe that accurate research is at the very foundation of effective marketing. In our research department, we keep records on all current projects identifying sales activity by location, product type, price range, builder and buyer profiles.

As part of our basic service to our clients, we provide regularly updated summaries of market activity along with our analysis of the strategies that should be considered to meet competitive marketing opportunities. We will prepare major feasibility reports at reasonable fees when requested by our clients. These include:

• MARKET FEASIBILITY STUDIES
• ECONOMIC FEASIBILITY ANALYSIS
• CONSUMER ACCEPTANCE AND AWARENESS STUDIES
• MARKETING STRATEGIES: ALTERNATIVES AND RECOMMENDATIONS

Included in our basic fee structure are the following research functions:

• COMPETITIVE MARKET ANALYSIS REPORTS
• BUYER PROFILE SUMMARIES BY PROJECT
• CONSUMER SATISFACTION SURVEYS
• PROSPECT SOURCE EVALUATION AND MEDIA IMPACT STUDIES
• PRODUCT: PRICING AND PRESENTATION ANALYSIS

As one of our clients, we can assure you that your people will be kept informed in every aspect of marketing and management that impacts sales effectiveness. No one knows the Hudson Valley market better than Prudential Serls Prime Properties New Homes Division!

Professionally Trained New Homes Sales Personnel

We know that the professional representation of new housing programs requires special knowledge and expertise. We also believe in providing full-time, on-site sales representatives who are dedicated to learning and selling the homes they staff. Whenever the economics permit, we assign one or more of our new homes sales specialists to an individual project. These sales representatives are carefully supervised by full-time sales management to assure maximum performance. They are selected based upon meeting the high standards we set for new home sales personnel, as well as matching them to fit the profiles of the prospects we will be selling in each location.

Under the guidance of our Sales Director and external consultants, we train our specialists in this division to perform all of the sales functions in a professional and efficient manner. They are results oriented! We believe in the closing ethic with a full appreciation for the counseling role of the sales people who achieve high levels of trust and confidence. Our intensive and continuous training programs include the mastery of qualifying, demonstrating, counseling, reducing sales resistance, closing and servicing the buyers after purchase and move-in. The on-site orientation schedule requires verification of all the features, specifications and background information necessary to make a professional presentation to your prospects. We test their knowledge and their effectiveness in converting customers to buyers with the use of professional monitoring systems.

The top performers are recognized for their achievements and thus become role models for all of our new home sales professionals.

Merchandising and On-Site Presentation Services

In cooperation with each of our clients, we assist in the design and execution of the on-site marketing and merchandising elements that are effective in communicating values to prospective buyers. Within the budgets and proformas, which are mutually reviewed and approved before any exhibits are ordered, we attempt to provide on-site selling environments that will stimulate maximum consumer interest while providing our sales personnel with the tools they need to build value perceptions.

Our New Homes Division maintains relationships with merchandising specialists in the New York region who assist us in designing and installing sales office displays, model home décor, landscaping elements, signage and other presentation needs as required for any specific housing project. If a client has an in-house capacity to provide these services, or an agency with whom they prefer to work, we will gladly participate in the design review sessions and make recommendations based on our knowledge of local marketing needs

Advertising and Promotion

Our own in-house marketing department is available to all of our clients for guidance in developing advertising and promotional campaigns that produce results. By drawing upon the research information that is continuously processed for our marketing team, we help to identify buyer profiles, motivations, target market opportunities and effective marketing messages that will attract the customers needed for a specific community. We have cultivated a nucleus of copywriters, artists, graphic specialists, photographers, printers and agencies that are available for any specific assignment. When requested, we will develop complete marketing budgets including time-lined scheduling of all advertising and promotional activities. We will also supervise the placement and monitoring of these programs. If your company has a professional advertising agency to whom it has entrusted the marketing responsibilities, we will serve as members of the marketing committee to assist in evaluation and interpretation of the proposed strategies.

Promotion in today's market goes far beyond print and broadcast media! In fact, the most effective marketing is often the least expensive. We concentrate on developing prospect generation systems that are not dependent upon the variables of outside media sources. This includes local publicity, public relations, cultivating referrals and getting our sales people to produce prospects from their own monitored activities. In our market, cooperative broker programs are among the most effective lead producing sources. We are well organized to use our own base of Prudential Serls Prime Properties residential sales personnel to secure a large volume of business for our clients. We aggressively promote our new home communities to other Realtors in the area and hold broker events, give special presentations at their sales meetings and mail to brokers special flyers that feature new home offerings. In addition, our on-site representatives are assigned key offices and agents that they must consistently contact and cultivate to generate additional business. We reward our new homes sales specialists for helping other brokers to show and sell the new homes they staff because we believe this is in the best interests of all concerned.

When we are first assigned a new housing project, we prepare a complete marketing strategy that details the anticipated sources of prospects, the themes and messages needed to attract them and the checklist of all the steps that should be pursued to maximize prospecting opportunities. Then, in our marketing committee review sessions, we analyze the results we are realizing from each activity and make recommendations for needed adjustments.

Management of the Marketing Systems

The Prudential Serls Prime Properties Division has invested time and money to secure the most professional management systems for supervising our marketing activities, sales personnel and database research functions. For example, we begin each assignment by completing an extensive checklist that becomes part of our permanent monitoring system. This is known as a "Community Control Manual" and it incorporates hundreds of individual items that must be answered and evaluated in the preparation of the sales and marketing programs. In addition, we have a New Homes Division policy manual that guides the operations of both sales and management personnel. Our sales people are trained with the use of a Prudential Serls Prime Properties New Homes Training Syllabus that is tailored to our needs in the Hudson Valley. We maintain complete proformas for each community and monitor performance every week against the budgeted projections.

Our clients are kept informed in a number of ways. First of all, we request a weekly meeting of our account executive with the builder or developer's liaison representative. This is the best way to keep on top of the day-to-day decision making areas that might otherwise be overlooked or unnecessarily delayed. Next, we send each client a weekly summary of activity including a status report on all traffic, sales, closing and inventory conditions. In addition, our marketing committee meets monthly and reviews all projects. Any recommendations coming from that group will be directly channeled to the client by the account executive in charge of that relationship.

Periodically, we do a complete audit of a community including professionally shopping our sales personnel, evaluating all factors affecting the future success of the project and making specific recommendations to those in management responsible for personnel, planning and marketing. Our consultants also are called upon to give their independent observations and prepare reports that can be submitted to our clients for their review.

We believe in keeping everyone informed so that we minimize errors and maximize opportunities. Our sales personnel and managers know what we expect of them…and they know we inspect what they do!

Land Search and Acquisition

Prudential Serls Prime Properties New Homes Division is in a unique position to help its builders and developers in locating future land opportunities in the Hudson Valley. Because of our extensive connections, our constant research of what is happening in every area and our vigilance in keeping our pipelines open so that we are among the first to know when property may be coming available for future development, we can alert clients to parcels that may fit their particular inventory needs. We are actively involved in selling homesites and acreage. We have extensive experience in assembling land for development. We attend local town planning meetings and stay in touch with those developers who have sites to sell. As a result of our intimate and professional knowledge of this region, we are ideally suited to act as the marketing arm for builders and developers who want a competitive advantage!

Summary

The Prudential Serls Prime Properties New Homes Division is ready to put its full service organization to work for you and your associates. We have a rare combination of resources, people, expertise and systems that have been tailored to our Hudson Valley markets.

Prudential Serls Prime Properties Gets Results!