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International Builders Show Friday, January 14, 2011 Orlando, Florida Cathie Daly, President -- Design East Inc. Dottie Fawcett, MIRM -- Constellation Web Solutions Douglas Fenichel, APR – INHouse Public Relations Randy Hix, MBA, CMP, CSP – Randy Hix & Associates

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<ul><ul><li>Welcome and Introductions—Cathie Daly </li></ul></ul><ul><ul><li>Marketing and Sales Trends—Randy Hix </li></ul></ul><ul><ul><li>Merchandising Best Practices—Cathie Daly </li></ul></ul><ul><ul><li>Public Relations- Reputation Power—Doug Fenichel </li></ul></ul><ul><ul><li>Social Media—Dottie Fawcett </li></ul></ul><ul><ul><li>Social Networking—Doug Fenichel </li></ul></ul><ul><ul><li>Sales Performance Management—Randy Hix </li></ul></ul><ul><ul><li>Q & A—Cathie Daly </li></ul></ul>

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Marketing and Sales Trends

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Baby Boomers Next Act Generation Bold As boomers get older, they get bolder. Boomers are the generation that announced early their intention to change the world. &quot;At a certain life stage people have always asked themselves, 'What should I do next?' But where the last generation primarily answered that by planning for retirement, increasingly people want to do something with meaning. &quot; --Marci Alboher, Vice-President, Civic Ventures

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50+ Homebuyer Trends <ul><ul><li>Baby boomers will continue to work in jobs that provide high personal satisfaction. </li></ul></ul><ul><ul><li>Choosing not to move to seniors-only retirement communities. </li></ul></ul><ul><ul><li>Joining co-housing neighborhood where community’s socialization occurs. </li></ul></ul><ul><ul><li>Stay active by demanding more time for hobbies and volunteering from their employers. </li></ul></ul>

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50+ Homebuyer Trends <ul><ul><li>Encore careers </li></ul></ul><ul><ul><li>By 2030, the number of adults 65 or older will skyrocket to 72 million, from 40 million this year </li></ul></ul><ul><ul><li>Boomers are less likely to have pensions </li></ul></ul><ul><ul><li>Boomers' desire to continue working dovetails with an expected shortage of younger workers. </li></ul></ul><ul><ul><li>Fewer snowbirds </li></ul></ul>

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50+ Homebuyer Trends <ul><ul><li>Retirement is now viewed as a step along the life continuum. </li></ul></ul><ul><ul><li>Major goal for many in “Generation Bold” is leaving a financial legacy </li></ul></ul><ul><ul><li>Planning to age in place. </li></ul></ul>

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Demands of the 50+ Homebuyer for their new home <ul><ul><li>Looking for safe urbanism. </li></ul></ul><ul><ul><li>Locations with affordable cost of living and quality healthcare, trumping warm climate. </li></ul></ul><ul><ul><li>Look for continuing education, culture, and active-lifestyle. </li></ul></ul><ul><ul><li>Golf course communities are out; conservation communities with passive green space and trails are in. </li></ul></ul>

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Demands of the 50+ Homebuyer for their new home <ul><ul><li>More sophisticated style </li></ul></ul><ul><ul><li>Experiential environments </li></ul></ul>

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Merchandising Best Practices

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50+ Market Yesterday

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50+ Market Today The profile of the 50+ Market has changed dramatically

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Today – Home sizes and options purchased have decreased!

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100% increase in average square feet per home Decrease in average number of household members Year 1950 to 2000 Demand for Size: 2000 US Census Bureau 2004- 2330 Square Feet 2007- 2495 Square Feet 2008- 2320 Square Feet 7% smaller Trend Size

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Condo market has disappeared

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Housing starts have decreased Sales of available specs have increased

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New 50+ communities have diminished. Competition still exists

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Courtesy of: NAHB Market Research If you were buying a new house, how much importance would you put on these factors? 9% of builders weighted it as important Builder Audience

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Courtesy of: NAHB Market Research 83% of consumers as important! Consumer Audience

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2011 Merchandising Best Practices for Existing Communities

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Furnished Floor Plans Ideal for Web and Brochures Create the Vision!

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Furnished Color Rendered Floor Plan

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Be future focused - Utilize a merchandiser for all product evaluation

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BEFORE AFTER EXAMPLE OF PRODUCT ANALYSIS ½ WALL ½ WALL

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BEFORE AFTER EXAMPLE OF PRODUCT ANALYSIS

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LOOK THRU A NEW LENS ! HOW DOES YOUR ENVIRONMENT INFLUENCE YOUR SALES? <ul><ul><li>Model </li></ul></ul><ul><ul><li>Sales Center </li></ul></ul><ul><ul><li>Design Center Experience </li></ul></ul>

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Consider the flexibility of today’s clubhouse

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BEFORE AFTER

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BEFORE AFTER

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BEFORE AFTER

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Schedule team site visits

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SELL THAT HOUSE!

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“ THE BIG PAYOFF” We can improve and increase business potential with design solutions that empower and meet budget guidelines Remember: Think outside the box!

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Celebrating Over 20 Years of Interior Design and Merchandising Excellence

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Public Relations: The Missing Sales Link

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Fair Question: Who’s Doug Fenichel & Why Is He Saying These Things To You? <ul><ul><li>Accredited public relations practitioner </li></ul></ul><ul><ul><li>President of In-House Public Relations, a firm specializing in homebuilding and those servicing them. </li></ul></ul><ul><ul><li>25 years of helping companies reinforce their reputation during times of change </li></ul></ul><ul><ul><li>10 years as public relations director for </li></ul></ul><ul><li>K. Hovnanian Homes </li></ul><ul><ul><li>Handled Coldwell Banker as main acct </li></ul></ul><ul><li>at public relations agency </li></ul><ul><ul><li>Expertise in using traditional and </li></ul></ul><ul><li>social media channels to tell your story </li></ul>Public Relations – The Missing Sales Link Scan for Doug’s bio

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Today’s Lessons at a Glance: <ul><ul><li>Your most powerful sales tool is your good reputation </li></ul></ul><ul><ul><li>Without good communications, the best reputation </li></ul></ul><ul><li>languishes under a basket. </li></ul><ul><ul><li>Tell your story yourself…to the right people </li></ul></ul><ul><li>at the right time through the right channels </li></ul>Public Relations – The Missing Sales Link

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Let’s define terms: Public Relations – The Missing Sales Link What is public relations? <ul><ul><li>Free publicity </li></ul></ul><ul><ul><li>Spin </li></ul></ul><ul><ul><li>News releases </li></ul></ul><ul><ul><li>Advertorials </li></ul></ul><ul><ul><li>Making things look good </li></ul></ul><ul><ul><li>Schmoozing </li></ul></ul>

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Let’s define terms: Public Relations – The Missing Sales Link What is public relations? <ul><ul><li>A strategic part of an organization’s business plan </li></ul></ul><ul><ul><li>Protecting and building an organization’s reputation </li></ul></ul><ul><ul><li>Communicating with people and groups impacting success. </li></ul></ul>

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Let’s define terms: Public Relations – The Missing Sales Link What is public relations? <ul><li>Bi-i-ig Toolbox </li></ul><ul><ul><li>Surveys and research </li></ul></ul><ul><ul><li>Help businesses define and tell their story </li></ul></ul><ul><ul><li>Determine who to engage and how to do it </li></ul></ul><ul><ul><li>Traditional and online media </li></ul></ul><ul><ul><li>Social networking tools </li></ul></ul><ul><ul><li>Special events </li></ul></ul><ul><ul><li>Advertising (controlled message) </li></ul></ul><ul><ul><li>Lots more </li></ul></ul><ul><li>Anything ethical that </li></ul><ul><li>helps build a relationship! </li></ul>

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Let’s define terms: Public Relations – The Missing Sales Link What is public relations? <ul><li>Relationship with who? </li></ul><ul><ul><li>Current & Future Customers </li></ul></ul><ul><ul><li>Host community residents </li></ul></ul><ul><ul><li>Influencers </li></ul></ul><ul><ul><li>Trade Partners </li></ul></ul><ul><ul><li>Vendors </li></ul></ul><ul><ul><li>Local government officials </li></ul></ul><ul><ul><li>State & Fed rule makers/regulators </li></ul></ul><ul><ul><li>Media (traditional, online, bloggers) </li></ul></ul><ul><ul><li>Advocacy groups, good & bad </li></ul></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Others </li></ul></ul><ul><li>Anyone who can impact your success </li></ul>

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A “Personal Question” Public Relations – The Missing Sales Link Hyundai Genesis Mercedes-Benz CLS

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Public Relations – The Missing Sales Link The Hyundai is a demonstrably better car for half the price… A “Personal Question”

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Public Relations – The Missing Sales Link Hyundai Genesis Mercedes-Benz CLS Most people pick the Mercedes because it has the reputation… A “Personal Question”

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Public Relations – The Missing Sales Link You can’t sell anything without a good reputation. A “Personal Question”

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You can’t sell anything without a good reputation Public Relations – The Missing Sales Link 2010 U.S. Reputation Pulse Study: <ul><li>Comparing Top 10 to Bottom 10 companies measured in study, general pubic is: </li></ul><ul><ul><li>300 percent more likely to verbally support or give the benefit of the doubt </li></ul></ul><ul><ul><li>200 percent more likely to consider products </li></ul></ul><ul><ul><li>350 percent more likely to purchase products of highly regarded companies </li></ul></ul>http://bit.ly/repreport2010

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You can’t sell anything without a good reputation Public Relations – The Missing Sales Link What makes up your reputation? <ul><ul><li>Products/Services </li></ul></ul><ul><ul><li>Innovation </li></ul></ul><ul><ul><li>Governance </li></ul></ul><ul><ul><li>Workplace </li></ul></ul><ul><ul><li>Citizenship </li></ul></ul><ul><ul><li>Leadership </li></ul></ul><ul><ul><li>Performance </li></ul></ul>

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You can’t sell anything without a good reputation Public Relations – The Missing Sales Link What makes up your reputation? <ul><ul><li>Are you known for providing the features </li></ul></ul><ul><li>your customers want (have you been listening to the customers)? </li></ul><ul><ul><li>Are you known by town officials for adhering to rules, keeping a safe and clean site and being a good citizen (changing from </li></ul></ul><ul><ul><li>age-restricted to age-targeted)? </li></ul></ul><ul><ul><li>Are you known by townspeople as bringing something </li></ul></ul><ul><li>positive to the town and being a good citizen (the diner scenario)? </li></ul>

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You can’t sell anything without a good reputation Public Relations – The Missing Sales Link They can’t know too much when it comes to your reputation.

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Tell your story yourself… Public Relations – The Missing Sales Link If you don’t tell your story, someone else will.

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Without communications, your reputation languishes Public Relations – The Missing Sales Link What should you communicate about? <ul><ul><li>What makes your company tick? </li></ul></ul><ul><ul><li>USPs </li></ul></ul><ul><ul><li>What makes your host community tick? </li></ul></ul><ul><ul><li>Sustainability and other Issues </li></ul></ul><ul><ul><li>Causes important to the community </li></ul></ul><ul><ul><li>Problems </li></ul></ul>

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Without communications, your reputation languishes Public Relations – The Missing Sales Link What shouldn’t you communicate about? <ul><li>Transparency doesn’t mean you can’t have secrets… </li></ul><ul><li>but you need to be able to justify them. </li></ul><ul><ul><li>“ We don’t discuss individual customers, but I can tell you </li></ul></ul><ul><li>that we stand behind our customers.” </li></ul><ul><ul><li>“ We don’t discuss active litigation, but our company adheres </li></ul></ul><ul><li>to the letter and the spirit of the law.” </li></ul><ul><ul><li>“ We’ve just become aware of the issue. We are </li></ul></ul><ul><li>cooperating with authorities and conducting our own investigation.” </li></ul><ul><ul><li>“ As a publicly held company, we do not release that information. </li></ul></ul><ul><li>What I can tell you is…” </li></ul>

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Tell your story yourself… Public Relations – The Missing Sales Link Where do you tell your story? Go fishing where the fish are. Remember to listen.

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Tell your story yourself… Public Relations – The Missing Sales Link How do you tell your story? <ul><li>Traditional Channels </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>News media </li></ul></ul><ul><ul><li>Direct traditional mail </li></ul></ul><ul><ul><li>Political involvement </li></ul></ul><ul><ul><li>Advertisements/Advertorials </li></ul></ul><ul><ul><li>Demonstrations </li></ul></ul><ul><ul><li>Support local charities </li></ul></ul><ul><li>Social Networking Channels </li></ul><ul><ul><li>Tweets </li></ul></ul><ul><ul><li>Facebook Posts </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Optimized news releases </li></ul></ul><ul><ul><li>Search Engine Marketing </li></ul></ul><ul><ul><li>Web sites </li></ul></ul><ul><ul><li>PPC Campaigns </li></ul></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Geo-tagging </li></ul></ul>

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Tell your story yourself… Public Relations – The Missing Sales Link How do you tell your story? <ul><li>Integrated Tactics </li></ul><ul><ul><li>Consistent message points </li></ul></ul><ul><ul><li>Direct to various Web pages from many sources </li></ul></ul><ul><ul><li>Offer printed materials (paper and PDF) </li></ul></ul><ul><ul><li>Use QRs on printed material </li></ul></ul><ul><ul><li>Ask for fans </li></ul></ul>

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Tell your story yourself… Public Relations – The Missing Sales Link Your PR counsel will pull it together <ul><li>Listen and learn about your business objectives </li></ul><ul><li>Test your assumptions with objective research </li></ul><ul><li>Create a strategy based on your business strategy </li></ul><ul><li>Suggest tactics, then execute the plan </li></ul><ul><li>Counsel you on your role in engaging those people </li></ul><ul><li>Measure the results </li></ul>

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Public Relations – The Missing Sales Link Summation Public Relations counsel is an important arrow in your quiver if you’re going to hit your numbers. <ul><ul><li>You can’t sell anything without a good reputation. </li></ul></ul><ul><ul><li>Without good communications, the best reputation languishes. </li></ul></ul><ul><ul><li>Tell your story yourself…they’re talking about you anyway . </li></ul></ul><ul><ul><li>Public relations and good reputations does not sell homes. </li></ul></ul><ul><li>Failure to engage, bad reputations prevents the sale of homes </li></ul>

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Social Media

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<ul><ul><li>Collection of more than 100 million video footage </li></ul></ul><ul><ul><li>70 million Unique Users a month in the US – 6 th largest audience on the web </li></ul></ul>

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Social Networking: Engaging Your Customer

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Social Networking 101 Public Relations – The Missing Sales Link Nothing New Here

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Social Networking 101 Public Relations – The Missing Sales Link A new business philosophy <ul><ul><li>Not about Facebook, Twitter and blogs </li></ul></ul><ul><ul><li>A philosophy of doing business that embraces today’s ideals </li></ul></ul><ul><li>and challenges of transparency, inclusion and advocacy </li></ul><ul><ul><li>No longer about control, it’s about engagement </li></ul></ul>

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Social Networking 101 Public Relations – The Missing Sales Link A new business philosophy <ul><ul><li>Groups vs. Individuals </li></ul></ul><ul><ul><li>Control vs. engagement </li></ul></ul><ul><ul><li>What you want them to know vs. What they can find out </li></ul></ul><ul><ul><li>A few experts vs. Everybody’s opinion (informed or not) </li></ul></ul><ul><ul><li>Short-term engagement vs. Forever </li></ul></ul><ul><ul><li>Targeted vs. Everyone </li></ul></ul><ul><ul><li>Private vs. Public </li></ul></ul><ul><ul><li>Push vs. Pull </li></ul></ul>

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Social Networking 101 Public Relations – The Missing Sales Link What are they saying about your brand?

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Social Networking 101 Public Relations – The Missing Sales Link Wish you could speak with him about your brand?

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Social Networking 101 Public Relations – The Missing Sales Link <ul><ul><li>Facebook Post: “I gotta get my parents out of that old house.” </li></ul></ul><ul><ul><li>Tweet: My furnace isn’t working and the homebuilder hasn’t answered my call. </li></ul></ul><ul><ul><li>Blog: We’re thinking about adding smaller homes </li></ul></ul><ul><li>to the mix. What do you think? </li></ul><ul><ul><li>Google: Two-bedroom homes in Timbuktu </li></ul></ul><ul><ul><li>News Report: Ace Builders plans new community in Kalamazoo </li></ul></ul><ul><li>(with video and pix) </li></ul><ul><ul><li>Four-Square: I’m at the new clubhouse at Tall Pines on the Lake </li></ul></ul><ul><ul><li>I know you’re at the community in Timbuktu, </li></ul></ul><ul><li>but why can’t you tell me about Kalamazoo? </li></ul>What Do We Get From It?

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Social Networking 101 Public Relations – The Missing Sales Link

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Social Networking 101 Public Relations – The Missing Sales Link What Should You Do About It? <ul><ul><li>Take a deep breath and swallow hard </li></ul></ul><ul><ul><li>Do what you do when you enter a room: </li></ul></ul><ul><ul><li>Listen, look around, learn </li></ul></ul><ul><ul><li>Engage </li></ul></ul><ul><ul><li>Engage more </li></ul></ul><ul><ul><li>Ask for help </li></ul></ul>

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Sales Performance Management

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What Is Your Community Brand? How Do You Discover It? <ul><ul><li>Survey </li></ul></ul><ul><ul><ul><li>Del Webb Lifestyle Advisor launched July 2010. </li></ul></ul></ul><ul><ul><ul><li>Private dinners and gatherings </li></ul></ul></ul><ul><ul><ul><li>Focus groups </li></ul></ul></ul><ul><ul><li>Competitor Intelligence </li></ul></ul><ul><ul><ul><li>Who in your market is competing well? </li></ul></ul></ul><ul><ul><ul><li>How do you compare to others? </li></ul></ul></ul><ul><ul><ul><li>Identify individual USP’s for each of your communities. </li></ul></ul></ul><ul><ul><ul><li>What is your competition saying about you? </li></ul></ul></ul>

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It’s Time To Change <ul><ul><li>Develop community ambassadors and advisors. </li></ul></ul><ul><ul><li>Involve trade partners and stakeholders. </li></ul></ul><ul><ul><li>Refresh your marketing path </li></ul></ul><ul><ul><li>Develop new models based upon the needs and price points of your community. </li></ul></ul><ul><ul><li>Are you going Green? </li></ul></ul>

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Sales Management <ul><ul><li>Team events and motivational meeting. </li></ul></ul><ul><ul><li>Train, Train, Train. </li></ul></ul><ul><ul><li>Hire a trainer-coach. </li></ul></ul><ul><ul><li>Mystery-shop your sales team. </li></ul></ul><ul><ul><li>Re-educate your sales team with new messages and new understanding of buyer’s desires. </li></ul></ul><ul><ul><li>Develop new USP’s for the community and coach and train on objections. </li></ul></ul>

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Randy Hix, MBA, CMP, CSP Randy Hix & Associates Long Valley, NJ 07853 973-670-9024 www.RandyHix.net [email_address] Cathie Daly, CAASH Design East, Inc. Medford, NJ 08055 Office: 609-654-9675 Email: [email_address] Website: www.DesignEastInc.com Celebrating over 20 years of Interior Design & Merchandising Excellence Dottie Fawcett, MIRM Constellation Web Solutions www.constellationws.com 610-364-0989 [email_address] Doug Fenichel, APR (973) 970-3411 [email_address] Blog: www.inhousepr.wordpress.com Twitter: @dougtheprguy