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Central Armature Works - McWilliams | Ballard -11.1

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Derek Friday

on 25 July 2016

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Transcript of Central Armature Works - McWilliams | Ballard -11.1

CENTRAL ARMATURE WORKS
ABDO Development
Beazer Homes
Bozzuto Group
Bush Construction
The Cafritz Foundation
Canyon-Johnson Urban Fund
The Carlyle Group
CAS Riegler
Charles E. Smith Companies
The Christopher Companies
Cornerstone Realty Advisors
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
Monument Realty
The Peterson Companies
The Related Group
Ross Development
Snell Construction
Street-Works, LLC
Trammell Crow
Uniwest Corporation
Urban Atlantic
Vornado Realty Trust
Westbrook Partners
Wood Partners
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
W. PALM BEACH, FL
WASHINGTON, DC
ARLINGTON, VA
ALEXANDRIA, VA
2030AP
62 Residences | The JBG Companies
Washington, DC
57 N Street
110 Residences | Four Points
Washington, DC
50 FLORIDA
182 Residences | Bush Construction
Washington, DC
FOUR SEASONS GEORGETOWN
60 Residences | The Georgetown Companies
Washington, DC
460NYA
63 Residences | Bozzuto Homes
Washington, DC
ATLANTIC PLUMBING - PARCEL C
162 Residences | The JBG Companies
Washington, DC
LOGAN 13
67 Residences | The Holladay Corporation
Washington, DC
GALLERY TOWNS AT MONROE STREET MARKET
45 Residences | Bozzuto Homes
Washington, DC
ONTARIO17
80 Residences | The Peterson Companies
Washington, DC
10ELEVEN
71 Residences | CommunityThree
Washington, DC
WARDMAN TOWER
32 Residences | The JBG Companies
Washington, DC
MERIDIAN HILL
140 Residences | Streetscape Partners / Westbrook
Washington, DC
Sample Sales & Marketing Proforma
Pre-Open Checklist
Sample Timeline

THE CONSUMER
PRODUCT
Profile

Current Residence

Current Product Type

Number of Units

Product Type

Size Range

Pricing

TIMING
Supply /Demand

Site Sequence

Construction Cycle


M|B TECHNOLOGY
WEBSITE

McWilliamsBallard.com was built using responsive technology allowing for ease of use & new home community searches regardless of platform or device being used
PROSPECT LIST

M|B maintains a regional list of over 277,000 prospects
List is appended to include up to 422 lines of additional data, which is used to create site specific buyer profiles
REAL INSITE

Our content management system for all information connected to a community such as: leads, inventory & pricing
Real-time statistics & analytics data is shared weekly from this system
IPAD APP

Custom app that streamlines the onsite prospect registration process
All Lead information is uploaded to Real InSite
M|B SERVICES
THE BRAND
THE DRIVERS
Big Idea

Product Positioning

Sales Environment

Location

Design

Lifestyle

Value

THE PLAN
Create the Buzz

Develop the List

Launch Event

Marketing

Sales


Media Placements

Broker Outreach

Digital Media Placement

Direct Mail Campaign

Events

THE IMPLEMENTATION
NATIONAL HARBOR - NATIONAL HARBOR, MD
Condo | Rental | Hotel | Retail
3 Buildings | 423 Residences
RESTON TOWN CENTER - RESTON, VA
Condo | Rental | Office | Retail
4 Buildings | 371 Residences
POTOMAC YARD - ARLINGTON, VA
Condo | Rental | Retail
4 Buildings | 865 Residences
SAMPLE OF MIXED USE EXPERIENCE
HARBOR EAST -BALTIMORE, MD
Condo | Rental | Hotel | Retail
3 Buildings | 206 Residences
ROCKETTS LANDING - RICHMOND, VA
Condo | Rental | Retail
4 Buildings | 263 Residences
PIKE & ROSE - BETHESDA, MD
Condo | Rental | Hotel | Retail
1 Building | 104 Residences
ROCKVILLE TOWN CENTER - ROCKVILLE, MD
Condo | Rental | Retail
1 Building | 152 Residences
BLUE BACK SQUARE - WEST HARTFORD, CT
Condo | Rental | Retail
2 Buildings | 107 Residences
ROSSLYN CBD -ARLINGTON, VA
Condo | Rental | Hotel | Office | Retail
4 Buildings | 432 Residences
CRYSTAL CITY - ARLINGTON, VA
Condo | Rental | Retail
2 Buildings | 455 Residences
SAMPLE OF CURRENT DC ASSIGNMENTS
WORKING PROFESSIONALS
(80%)
URBAN HOME
(10%)
INVESTOR
(5%)
BUYER SEGMENTS
Highly affluent singles and couples able to afford the best locations and value both regarding work acces and neighborhood quality

Age Range: 28-48

Target Price Range : $400K to $800K

These buyers already live in the immediate area and either rent or own, who want to be in the District and want the best product available

They want easy access to public transportation, dining & entertainment

Largely mature households with accumulated wealth seeking a "city home" as a second home

Age Range: 55-69

Target Price Range: $750k-$1.5M+

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 and the surrounding Metro area


Affluent buyers looking to purchase as an investment for a multitude of reasons

Age Range: 50-65

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
PIED - A -TERRE
(5%)
Working professionals living outside of DC area and seeking working residence. Includes some international buyers

Age Range: 40 - 60

Target Price Range: $500k - $700k

National and international buyers who have some draw to the Washington, DC Region such as family, employment or school

PROJECT CONSIDERATIONS
PRICING & MIX
PARKING RATIO
AMENITIES COMPARISON
UNIT MIX COMPARISON
PARKING RATIO MAP
1. 1010 Mass

2. The Artisan

3. CityCenter

4. 555 Mass

5. Yale Steam Laundry

6. 50 Florida

7. 57 N Street

8. Jenkins Row
PROJECT PROFORMA
Full transcript