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Valor - Introduction to M|B

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by

Derek Friday

on 2 December 2015

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Transcript of Valor - Introduction to M|B

OUR SERVICES
PARTIAL CLIENT LIST
ABDO Development
Beazer Homes
Bozzuto Group
Bush Construction
Canyon-Johnson Urban Fund
The Carlyle Group
CASRiegler
Charles E. Smith Companies
The Christopher Companies
Cornerstone Realty Advisors
DBT Development
Equity Residential
Fairfield Residential
Federal Capital Partners
The Georgelas Group
Georgetown Companies
Hoffman Companies
Holladay Corporation
The JBG Companies
K. Hovnanian
Kettler
Lerner Enterprises
Lowe Enterprises
Madison Homes
Urban Atlantic
The Peterson Companies
The Related Group
Ross Development
Snell Construction
Street-Works, LLC
Streuver Brothers, Eccles & Rouse
Trammell Crow
Uniwest Corporation
Vornado Realty Trust
Westbrook Partners
Wood Partners
M|B TECHNOLOGY
SALVATION ARMY
26 Residences | Steve Snider
1209 G ST, SE
CAR BARN
192 Residences | Holladay Corporation
1400 East Capitol ST, NE
LANDMARK LOFT
12 Residences | ABDO
215 I ST, NE
ONTARIO 17
80 Residences | The Peterson Companies
Washington, DC
1500 PENN
40 Residences | Goldstar
1500 Pennsylvania AVE, NE
M|B CAPITOL HILL SUBMARKET EXPERIENCE
UNION SQUARE
20 Residences | Holladay Corporation
730 11th ST, NE
460NYA
63 Residences | Bozzuto Homes
Washington, DC
1700 N STREET
70 Residences | Madison Homes
Washington, DC
CURRENT ASSIGNMENTS
THE HENRY
168 Residences | Westbrook Partners
Alexandria, VA
PARK PLAZA
70 Residences | CIH Properties
Washington, DC
THE FOUR SEASONS - GEORGETOWN
67 Residences | The Georgetown Company
Washington, DC
EDMONDS SCHOOL
20 Residences | CASRiegler
Washington, DC
2920 GEORGIA AVE
28 Residences | Linde Development
Washington, DC
METRO TOWNS AT PARKSIDE
83 Residences | Enterprise Homes
Washington, DC
PROJECTED DEMOGRAPHICS
WOODMONT VIEW
46 Residences | Duball
Bethesda, MD
WARDMAN TOWER
32 Residences | The JBG Companies
Washington, DC
URBAN HOME
INVESTOR
WORKING PROFESSIONALS
BUYER SEGMENTS
Affluent singles and couples able to afford a premium location in the heart of a hip neighborhood.

First Time Home Buyer
Age Range: 30-40
Est. Size of Market: 50%
Target Price Range: $375k - $550k
Move-Up Buyer
Age Range: 35-50
Est. Size of Market: 30%
Target Price Range: $400k-$600k

These buyers already live in the immediate area in either a Class A rental or condominium delivered in the last cycle. They are looking for the newest product in the market and are comfortable with the location.

They want easy access to public transportation, dining & entertainment that H Street and Capitol Hill have to offer.

Affluent buyer looking at the long term goal of living in the space, but in the short term, covering cost via a in-home renter

Age Range: 50-65

Est. Size of Market: 10%

Target Price Range: $350k - $450k & $650k+

These buyers are looking to make an investment in the future & will buy early & flip the unit at building delivery or hold onto the asset to use as a long-term rental
Largely mature household with accumulated wealth seeking a "city home" that is convenient to work & local area hotspots

Age Range: 45-55

Est. Size of Market: 10%

Target Price Range: $500k-$750k

These buyers generally live in the greater Washington, DC Metropolitan Area & are looking to split time between residences but want to live near the action. Many of these buyers will work on or around Capitol Hill


SAMPLE PROJECT ORGANIZATION CHART
YEARS OF REAL ESTATE EXPERIENCE
McWilliams|Ballard is a privately held sales and marketing firm based in the Washington Metro Area and founded by Ross McWilliams and Christopher Ballard in1996.
MCWILLIAMS|BALLARD
BILLION IN SALES, SINCE OUR FOUNDING IN 1996
FULL TIME AGENTS
M|B EXPERIENCE IN
TWELVE STATES
COMMUNITIES SOLD &
MARKETED
OFFICES ALONG THE
EAST COAST
AVERAGE YEARS OF REAL ESTATE EXPERIENCE OF OUR AGENTS
HOMES SOLD
W. PALM BEACH, FL
WASHINGTON, DC
ARLINGTON, VA
ALEXANDRIA, VA
Sample Timeline

THE MARYLANDER PRESENTATION
M|B EXPERIENCE IN WASHINGTON, DC
6,471 UNITS SOLD
( 25 PROJECTS OVER 75 UNITS )
M|B TOOLS
Sample Sales & Marketing Profoma
M|B SUBMARKET EXPERIENCE
555 MASSACHUSETTS
246 Residences | The JBG Companies/Carlyle
555 Massachusetts AVE, NW
WHITMAN
100 Residences | Faison/Carlyle Group
910 M ST, NW
ELEVEN
111 Residences | Monument Development
1111 11th ST, NW
YALE LAUNDRY
149 Residences | IBG
437 New York AVE, NW
JENKINS ROW
242 Residences | JPI
1391 Pennsylvania AVE, SE
M|B LARGE PROJECT EXPERIENCE IN DC
ARTISAN
156 Residences | The JBG Companies
915 E ST, NW
ATLAS
150 Residences | EQR/The JBG Companies
1111 25TH ST, NW
THE RHAPSODY
140 Residences | Metro Properties
2120 Vermont AVE,NW
QUINCY PARK
156 Residences | Carr Development
1001 L ST, NW
1010 MASSACHUSETTS
151 Residences | Faison/Carlyle
1010 Massachusetts AVE, NW
BALLSTON GREEN
28 Residences | Madison Homes
Arlington, VA
THE ISABELLA
144 Residences | Della Ratta
Alexandria, VA
PRINTERS ROW
20 Residences | Holladay Corporation
Alexandria, VA
GASLIGHT SQUARE
117 Residences | ABDO
Arlington, VA
QUINCY COURT
132 Residences | Carr Development
1117 10TH ST, NW
CAPITOL HILL TOWER
344 Residences | ValHal/Ranger Properties
1000 New Jersey AVE, SE
HENSON RIDGE
322 Residences | MidCity Urban
1084 Alabama AVE, SE
THE CONNECTICUT
140 Residences | Monument Development
3883 Connecticut AVE, NW
CAPITOL GATEWAY
190 Residences | ANR Development
126 57TH ST, SE
PARKER FLATS AT THE GAGE SCHOOL
92 Residences | URA
2035 2nd ST, NW
MARKETING STRATEGY
THE PLAN
THE M|B TOOLS
Create the Buzz
Develop the List
Launch Event
Marketing
Sales
Timeline
Marketing Proforma
Media Schedule
Real inSite Reporting

THE IMPLEMENTATION
THE BRAND
Big Idea & Project Positioning
Product Positioning
Sales Environment


Source Tracked Media Schedule
Comprehensive Outreach Program to Brokerage Community
Online Advertising Program
Targeted Google Adwords
Direct Mail Campaign
Events
Social Media Engagement
Press Releases
Technology Suite
M|B iPad App
Stand-Alone iPad App
M|B DC Office

1133 5th STREET NE
4 Residences | Steve Snider
1133 5th ST, NE
624 8th ST NE
6 Residences | Goldstar
624 8th ST, NE
1| 1500 Penn
2| Jenkins Row
3| Salvation Army
4| Capitol Hill Tower
5| Third Street Northeast Townhomes
6| Landmark Lofts
7| 1133 5th Street
8| 622 8th St NE
9| Edmonds School
10| Union Square
11| Car Barn
THE MERCER
194 Residences | The JBG Companies/Rockwood
Reston, VA
WHITMAN
100 Residences | Faison/Carlyle Group
Washington, DC
VISTA AT COURTHOUSE
32 Residences | Sunburst Hospitality
Arlington, VA
M|B TAKEOVER EXPERIENCE
DELANCY LOFTS
5 Residences | Faison
Washington, DC
PALLADIAN AT ROCKVILLE TOWN SQUARE
152 Residences | Ross Development
Rockville, MD
PARK AT COURTHOUSE
98 Residences | Busch Construction
Arlington, VA
QUINCY PARK
156 Residences | Carr Development
Washington, DC
1010 MASSACHUSETTS
151 Residences | Faison/Carlyle
Washington, DC
QUINCY COURT
132 Residences | Carr Development
Washington, DC
ROCKETTS LANDING
259 Residences | Snell Construction
Richmond, VA
THE CRESCENT
143 Residences | Patriot Group/Carlyle
Silver Spring, MD
CITY PALMS
288 Residences | The Carlyle Group
West Palm Beach, FL
THE ELAN
109 Residences | Peterson Companies/Busch Construction
Fair Oaks, VA
1
2
3
4
5
6
8
9
7
JENKINS ROW
242 Residences | JPI
1391 Pennsylvania AVE, SE
CAPITOL HILL TOWER
344 Residences | ValHal/Ranger Properties
1000 New Jersey AVE, SE
Since 2005, McWilliams|Ballard has assumed the sales and marketing of 15 communities, totalling over 2,000 homes from 5 different sales firms.
Sample Transition Checklist
COMING SOON
COMING SOON
METROPOLE
90 Residences | Metropolis & ARA
Washington, DC
EDMONDS SCHOOL
20 Residences | CASRiegler
Washington, DC
THE FOUR SEASONS RESIDENCES - BALTIMORE
60 Residences | H&S Development
Baltimore, MD
10
CAPITOL HILL BROKER OFFICES
1| Keller Williams
2| Dwell Residential
3| Century 21| Millennium Capitol Hill
4| Long & Foster
5| RE/MAX Allegiance
6| Prudential PenFed Realty
7| Coldwell Banker
8| John C. Formant

1
2
3
4
5
6
8
7
EDMONDS SCHOOL
20 Residences | CASRiegler
901 D ST, NE
THIRD STREET NORTHEAST TOWNHOMES
6 Residences | Encore
201 Massachusetts AVE, NE
11
2013 CAPITOL HILL CONDOMINIUM TRANSACTIONS
203 TRANSACTIONS (90% CO-BROKER)
Coldwell Banker
19%
Long & Foster
13%
Keller Williams
11%
RE/MAX
10%
Taylor Properties
5%
Prudential PenFed
4%
TTR Sotheby's
4%
Other
(52 Different Firms)
33%
Full transcript