aidan o'connor communications - newmark cornish & carey - marketing and prospecting...

Aidan O’Connor Communications: Newmark, Cornish & Carey

Marketing and Prospecting Strategy Proposals

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NEWMARK CORNISH & CAREY:

Marketing AND PROSPECTING Strategies



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CONTENTS

MARKETING SRATEGY

Overview 4

Audiences 5

Communication Channels 5

Goals / Objectives 6

Content Ideas 8

Content Allocation by Micro Target Audience 13

Proposed Editorial Calendar Template 16

Real Estate News Resources 23

Real Estate News Samples 24

Direct Mail Design Elements 26

NGKF: Branding and Standards 29

PROSPECTING STRATEGY

Audiences 31

Goals / Objectives 32

Communication Channels 33

Pre-Call Preparation 33

Prospecting Calendar 34

Potential Rebuttal Statements 54

Voicemail 56



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Marketing Strategy

Proposal



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Overview

The target demographic is located in the city of Berkeley, CA. Part of the San Francisco Bay Area

Newmark Cornish & Carey’s primary catchment area is Northern California with target audience members including premier commercial

and residential real estate providers and services operators.

While the firm provides a variety of integrated services including consultation, project management, leasing brokerage, transaction

management, investment sales, financial services, client solutions, tenant representation, marketing services, property and facilities

management and asset management, the focus of this marketing strategy lies in guiding, advising and representing clients, primarily

sellers, through multifamily residential apartment unit transactions including sale negotiations and acquisitions.

By listening to its clients, Newmark Cornish & Carey will continue its legacy of meeting challenges with solutions and provide best-in-

class services for each enterprise engaged by the company. Apartment Advisors is committed to delivering unparalleled advisory and

transaction services to the multi-family investment community serving owners, institutions, developers and investors with expertise in

the acquisition and disposition of apartment buildings of all types and sizes.



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AUDIENCES:

General Target Audience:

Multifamily property owners, specifically ‘residential’ owners of five properties or more. There are 1,400 apartment buildings in Berkeley

with approximately 700 owners.

Micro Target Audiences:

1. Owners with loans coming off fixed-rate or balloon payment nearing.

2. Owners who are tired of managing their buildings.

3. Owners who are interested in trading up to increase cash flow.

4. Owners who are waiting for the perfect time to sell.

5. Owners who are perfectly content with their situation.

Communication Channels:

Direct Mail: Once a month with bi-monthly informational newsletters and direct response letters in rotation,

- Informational Newsletters: Offer a snapshot of the market with written summaries and graphic representations of data

- Direct Response: Features intended to elicit more action from the owners.



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GOAL:

Become top-of-mind and generate new quality seller leads.

Objectives:

Primary:

- Demonstrate a deep understanding of Berkeley and the San Francisco Bay Area that includes the current real estate landscape

and future developments across the area that will have a residual effect on residential real estate value. As a result, broker will

be seen as the go-to apartment investment resource.

- Provide a value that separates our direct mail less credible alternatives, providing desired information or a tangible benefit that

creates interests in consulting with broker and possibly utilizing my services.

- Promote personal branding with the end result of fostering name recognition during prospecting calls.

Secondary:

- Communicate Newmark Cornish & Carey’s August 2014 acquisition by BGC Partners, highlighting the new benefits offered as a

part of Newmark Grubb Knight Frank. These include:

- Extensive international brokerage experience throughout North America, Europe, Asia-

Pacific, Latin America, South America, Africa and the Middle East.

- The ability to leverage this extensive global reach through more than 330 offices and a

staff of more than 12,000 employees for prospective client’s benefit in Berkeley, CA.



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- Broker and Newmark Cornish & Carey’s extensive knowledge of the Bay Area, formed on eight decades of local business

operations and access to the latest reports concerning real estate market health and other growth/contraction affecting factors.

- Newmark Cornish & Carey’s status the Bay Area’s largest firm, backed by factual evidence including the #1 rank for Bay Area

commercial transactions in 2013.

- Newmark Cornish & Carey’s ability to gain and provide local market information through strategically established officers in

Santa Clara, Palo Alto, San Mateo, San Francisco, Santa Rosa, Walnut Creek, Emeryville, Pleasanton, Hayward, San Rafael,

Roseville and Sacramento.

- The company’s commitment to integrity and knowledge, characterized by the forging of lasting relationships that provide repeat

business and referrals.

- Educating the potential client on the difference between large-scale business operations and operating like a top-down

corporation compromised by bureaucracy and establishing Newmark Cornish & Carey in the former category.

- Since the company's inception in 1935, the firm's professionals have served the residential real estate industry and consistently

maximized investment returns for clients through dozens of market cycles. The group's innovative team approach and extensive

knowledge of finance, housing, and employment trends is complemented by the highest standards of professionalism and

integrity in the Northern California brokerage industry.



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Content Ideas

The following content features are recommended for inclusion in direct mail marketing material.

Topic Content Type

BOV Explanation Use your real estate newsletter as an opportunity to spell out everything that goes into pricing a home for sale.

Every seller wants to get the most money for their property. Figuring out the perfect price so a residence sells quickly and for the

right price requires some research. Providing an outline will make sellers recognize all of the hard work agents like you do when

representing them

Case Study Highlight specific example of a multifamily apartment real estate transaction, either NGKF brokered or alternative, including the

following detail:

- Address

- Number of bids

- Local vs. non-local bidders

Without supportive evidence, making assertions about market health could be met with skepticism by the target audience.

Tangible details of a property transaction in the local market are more compelling and add credibility.

Community

Affairs Profile

Profile one of the Berkeley area’s greatest leisure, entertainment, or economic draws, to appeal to the reader’s interest while subtly

communicating the value in the area that would encourage property selling.

A calendars for local events in Berkeley including concerts, street fairs, carnivals and other activities could also achieve the same

effect in a limited space.

Current Listings Sales Listing Table with: Map I.D., Address, Zip Code, List Date, List Price, Unit No., Price per Unit, Square Footage, Price per

Square Foot, Gross Rent Multiplier

Exhibits awareness of the current market situation.



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Allows clients to review potential revenue gains at a glance.

FAQs Consider using questions or an FAQ section that raises awareness about a problem or issue. Conveniently state how your business

can offer a solution.

Asking questions is a subtle way to grab the recipient’s attention and encourage them to continue reading. It is also an effective

method for pre-empting response to a prospect’s potential concerns or queries.

Gimmick Crossword puzzle using key market terms.

Interactive element creates a deeper brand association than simply reading text.

Historical Expose

Use a small section of the text to reference, directly or indirectly, a period of Berkeley/East Bay/San Francisco Bay’s history.

How-to Guides Create instructional advice on:

- Tax Breaks and incentives programs for commercial multifamily property owners.

- Refinancing a Mortgage.

- Finding and hiring contractors. Identifying useful websites where homeowners can find, research, and ultimately hire

contractors to conduct home projects. Popular sites include Houzz and Angie’s List. Instruct prospects how to navigate

these sites.

Infographics Visual graphic for easy, engaging viewing of data for prospects.

Interview Display market of another member at NGKF, or use an anonymous interviewer to ask broker questions.

Interviews with local experts, industry authorities, or other prominent figures in your agency, highlighting the topics discussed

with each interviewee and include background information on each person so readers know who they are and why you spoke with

them.

Demonstrate wide contact base, while offering fresh insight to dispel any apprehensions of sales driven, overt marketing.

Income Tax

Information

Buyers need to know about tax information before they start hunting for homes and owners need the same information to leverage

their asset against competitors.



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Local

Construction

Updates

Report on new constructions in your market including new homes and other amenities such as fitness centers or restaurants.

Maintenance Tips Energy-saving tips curated from sources including Energy Star and the U.S. Environmental Protection Agency can provide content

and valuable advice for commercial multifamily apartment owners.

Mortgage

Application and

Rate Reports

Keep leads in the loop regarding mortgage rates and application news. If rates are low, publicize to convey a hot market or

potential for upgrading investment.

Newsjack

Compilations

Compile news clippings from local media, industry news and other trusted and reputable resources that have bearing on the

commercial multifamily apartment market. Became a source of news providing surplus value beyond broker services.

NGFK Business

Updates

Keep your audience updated on the latest goings-on with your business. E.g. closing a deal, promotion, coverage area expansion,

charity endeavors: tidbits about your professional life that give leads more insight into your success

New Government

Initiatives for

Buyers

Federal/state/local governments roll out new programs and initiatives to help aspiring homeowners.

Highlight the latest ones applicable to your audience and provide your own insight on each measure the government announces.

Quarterly

Summaries

Overview of the multifamily apartment market in Berkeley, CA, with consideration of the following factors:

Number of sales in period; Comparison to previous years; Price per unit average; Comparison to previous years; Highest PPU;

Average price per SF; Highest price per SF; Average off-market transaction; Comparison to on-market transaction

Home Sale, Price, and Value Reports

Tracking the latest multifamily apartment market statistics by compiling data from resources that release housing stats regularly

(like the National Association of Realtors, CoreLogic, RealtyTrac, Reator.org and the Federal Housing Finance Agency. Incorporate

the most pertinent ones in your real estate newsletter

Promotional

Offering

Create a customized, NGKF branded promotional offer that provides general benefit, industry relevance, or value to the individual

prospect. Offer is redeemable during or after a fifteen minute meeting with broker. Examples include:

http://www.energystar.gov/

http://www.epa.gov/

http://www.realtor.org/research-and-statistics

http://www.corelogic.com/about-us/news.aspx#Insights

http://www.realtytrac.com/content/foreclosure-market-report

http://www.fhfa.gov/DataTools/Downloads/Pages/House-Price-Index.aspx



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A free Starbucks drink; - A free lunch at a healthy local restaurant in Berkeley (also reflects are knowledge); A complimentary BOV

(may be unfeasible)

Summary of Berkeley Property Owner’s Association meeting on Buyouts in Berkeley

When a prospect engages in brand experiences that acknowledge high priority values to them, he or she may be more likely to

identify with the brand and develop an emotional connection with it.

The target demographic (older age) may also be more

receptive to the use of coupons.

Pull/Push Factor

Report

Compilation

Overview of reports and affecting factors of Bay Area real estate, using data and citing specific local projects / legislative changes

to add a tangible element and educate prospects on topics and trends related to buying and selling

Provide a preview of full report in direct mail, and invite acquisition of full report through direct contact with broker.

Town, city council, or county records office websites are good sources of information. This content is optimal for pointing out

burgeoning neighborhoods and developments in a local market

Emphasize broker’s role in monitoring and providing data, highlighting the benefit for multifamily apartment owners.

Format the letter or report summary so each paragraph leads with the broker’s advice and follows up with justification.

Pull-factors associated with property value growth:

- Education; Employment/Job Creation; Income; Infrastructure; Investment in Points of Interest; Location; Low Crime; Sustainable

Development

Find out what analysts have to say about the state of your local market using these variables and highlighting the most positive

information from these reports.

Effective means of demonstrating thought leadership and credibility is by becoming a source of news.



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Testimonials Use quotes from previous letter or potentially exhibit brief case studies of previous multifamily residential apartment sellers the

broker has worked with. Options to include photo of seller, outline their objectives and explain how broker completed them.

A staple of inbound marketing, an authentic (or authentic-sounding) story helps bolster a company's claims and selling points

more than generic sales copy material. Happy clientele will help persuade prospects to open discussions.

Value Proposition Already written. To be included in every direct mail piece moving forward as consistent, brand building messaging.

White Papers Establish thought leadership through research and analytical white papers.

Zoning/Building

Code Changes

Report on recent changes to zoning and building codes, speculating how these may affect commercial multifamily apartment

owners.



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CONTENT ALLOCATION BY MICRO TARGET AUDIENCE

Micro target audience #1: Owners with loans coming off fixed-rate or balloon payment nearing.

Pull factors: Evidence of a strong market; rising interest rates.

Assistance and information to propel prospect forward:

- Case Study

- Current Listings

- How-to Guides

- Income Tax Information

- Interview

- Local Construction Updates

- Maintenance Tips

- Mortgage Application and Rate Reports

- Newsjack Compilations

- Quarterly Summaries

- Pull/Push Factor Report Compilation

Micro target audience #2: Owners who are tired of managing their buildings.

Pull factors: Evidence of a strong market; evidence of proactive brokering; evidence of quick transaction.


- Case Study

- BOV Explanation

- Community Affairs Profile

- Current Listings

- Interview







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Micro target audience #3: Owners who are interested in trading up to increase cash flow.

Pull factors: A strong buying market; Upcoming residential developments; Evidence of higher rent rates


- BOV Explanation

- Case Study

- Current Listings

- How-to Guides

- Interview



- Maintenance Tips

- Mortgage Application and Rate Reports


- New Government Initiatives for Buyers



Micro target audience #4: Owners who are waiting for the perfect time to sell.

Pull factors: A strong buying market; evidence of current economic prosperity; evidence of potential future value drop.

Obstacles to business:


- Case Study


- Current Listings

- NGFK Business Updates

- Interview




- New Government Initiatives for Buyers



- Zoning/Building Code Changes

Micro target audience #5: Owners who are perfectly content with their situation

Pull factors: Evidence of future investment opportunities; Evidence of a growing market.


- Case Study

- Current Listings


- Gimmick

- How-to Guides

- Interview


- Maintenance Tips






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Proposed Editorial Calendar

To ensure a timely, consistent output of content that engages potential clients, the following calendar suggests a collection of content

ideas to fill direct mail material, supplement calls and bring to meetings.

Fixed Elements:

- Value Proposition: Should be present in its current form on every piece of content for strong and consistent messaging.

inform educate persuade inspire

*Items highlighted in blue to be used as value proposition in prospecting calls.

MONTH 3: INFORMATIONAL

TARGET AUDIENCE: Owners who are waiting for the perfect time to sell.

*Rent survey *Students commence tenancy searches

March is a critical time for Berkeley apartment owners because students begin looking during March/April for tenancy to begin on June 1. Providing a

rent survey newsletter and preparing a report would be valuable information they seek and to help secure meetings.

Week 1: 03/02 - 03/08: Finalizing Marketing and Prospecting Strategy Proposals

CTA: n/a

Week 2: 03/09 - 03/15: Rent Survey Report and Newsletter Summary

CTA: Warmer response to prospect calling through preview and option of a report catering to their business interests.

Additional worth as a value proposition in prospecting calls that justifies outreach and conveys surplus value to the prospect

while broker ascertains their interest in selling units.

Week 3: 03/16 - 03/22: Newsjack Compilation: Student growth/Expansion of educational institutions/Income levels/Rent levels

CTA: Persuade prospect of market strength using objective resources to strengthen our claim.

Week 4: 03/23 - 03/29: Examination of government initiatives in place for aspiring buyers in the Berkeley area

CTA: Informing prospect of tangible measures in place for homeowners closes the gap between market speculation & reality.



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MONTH 4: DIRECT RESPONSE

TARGET AUDIENCE: Owners who are interested in trading up to increase cash flow

*Q1 Market Trends

Week 1: 03/30 - 04/05: Q1 Market Trends Report and Newsletter Summary

CTA: Recognize broker as an industry expert who identifies their desire to upscale and can provide market info to do so.



Week 2: 04/06 - 04/12: BOV Process explanations

CTA: Warm the prospect to the role of broker, help them recognize the diligence required to provide a BOV.

Week 3: 04/13 - 04/19: Current Listings

CTA: Recognize JW’s market awareness, identify particular listings of interest that can be discussed in meetings.

Week 4: 04/20 - 04/26: Testimonial Quote

CTA: Understand JW’s commitment to diligent communication, market knowledge, and approachable demeanor using the

value of previous clients.


TARGET AUDIENCE: Owners who are perfectly content with their situation

* Start of popular home buying season (April-July)

Week 1: 04/27 - 05/03: Income Tax Information

CTA: Appreciate JW’s analysis of income tax’s effect on the market and recommendation of how to leverage the information

when competing against other multifamily apartment owners. Foster longer term relationships for future business interest.

Week 2: 05/04 - 05/10: Community affairs profile

CTA: Greater warmth towards JW’s prospecting efforts. Offering surplus value by providing prospect with a profile of a local

economic draw, or an extended calendar of appealing events that the prospect can use to justify higher unit value.

Week 3: 05/11 - 05/17: Local construction updates

CTA: Re-consider desire to sell after receiving news of upcoming developments that will provide more appealing local draws to

strengthen market value or create more competitors to weaken prospect’s position.



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Week 4: 05/18 - 05/24: Newsjack Compilation:

CTA: Recognize JW’s awareness of media insight pertaining to the local residential market. Elevated perception of JW that

manifests in future prospecting calls/meetings accordingly.




TARGET AUDIENCE: Owners with loans coming off fixed-rate or balloon payment nearing.

*Mid-year Review

Week 1: 05/25 - 05/31: Mid-Year Review Report and Newsletter Summary

CTA: Recognize JW as a thought leader based on insights of mid-year market health and local transactions.



Week 2: 06/01 - 06/07: Mortgage Rate Report – Analysis of the current landscape and how it pertains to target audience.

CTA: Develop affinity for JW on the basis of material tailored to prospect’s interest




Week 4: 06/15 - 06/21: Case Study

CTA: Recognize the financial gains a previous client has made using JW as a broker, as well as JW’s successful experience.

Have prospects envisage themselves in the same situation.






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TARGET AUDIENCE: Owners who are interested in trading up to increase cash flow.

*Q2 Trends / Market Summary

Week 1: 06/29 - 07/05: Q2 Market Trends Report and Summary




Week 2: 07/06 - 07/12: Tax breaks and incentives programs analysis for commercial multifamily property owners.

CTA: Develop affinity for JW on the basis of material tailored to prospect’s interest




Week 4: 07/20 - 07/26: Pull/Push Factor Report Compilation – Employment

CTA: Share content with stakeholders and individual potential apartment unit buyers and associate benefit with JW for more

receptive future conversations.


TARGET AUDIENCE: Owners who are tired of managing their buildings.






Week 2: 08/03 - 08/09: BOV Explanation




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Week 3: 08/10 - 08/16: Case Study



Week 4: 08/17 - 08/23: Pull/Push Factor Report: Compile and present data indicating a growing number of buyers in the Spring

CTA: Develop greater urgency to capitalize on a trending sales period





TARGET AUDIENCE: Owners with loans coming off fixed-rate or balloon payment nearing.

*Rent Survey

Week 1: 08/31 - 09/06: Rent Survey Report and Newsletter Summary

CTA: Warmer response to prospect calling through preview and option of a report catering to their business interests.



Week 2: 09/07 - 09/13: Interest Rate Analysis

CTA: Develop affinity for JW on the basis of material tailored to prospect’s interest.




Week 4: 09/21 - 09/27: Government Initiatives for Buyers

CTA: Informing prospect of tangible measures in place for homeowners closes the gap between market speculation & reality.

Week 5: 09/28 - 10/04: Local Construction Updates

CTA: Re-consider desire to sell after receiving news of upcoming developments that will provide more appealing local draws to

strengthen market value or create more competitors to weaken prospect’s position.



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TARGET AUDIENCE: Owners who are waiting for the perfect time to sell.

*Q3 Trends / Market Summary

Week 1: 10/05 - 10/11: Q3 Market Report and Newsletter Summary









Week 4: 10/26 - 11/01: Pull/Push Factor Report – Infrastructure

CTA: Share content with stakeholders and individual potential apartment unit buyers and associate benefit with JW for more

receptive future conversations.


TARGET AUDIENCE: Owners who are tired of managing their buildings.

*Development Report

Week 1: 11/02 - 11/08: Zoning/Building Code Changes: To help inform them of potential changes to building management

CTA: Warm the prospect to the broker through provision of information that translates to day-to-day management and directly

responds to their assets.



Week 2: 11/09 - 11/15: Community Affairs Profile

CTA: Greater warmth towards JW’s prospecting efforts. Offering surplus value by providing prospect with a profile of a local

economic draw, or an extended calendar of appealing events that the prospect can use to justify higher unit value.



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Week 4: 11/23 - 11/29: BOV Explanation



TARGET AUDIENCE: ALL

*Holiday Gift: Personalized card, inside vellum translucent envelope, picture of owner’s building on the front to encourage opening, holiday message

and VP with contact details inside card, pen signature for personal touch.



Week 2: 05/07 - 05/13: Case Study



Week 3: 05/14 - 05/20: Infographic on market and push/pull factor changes throughout the calendar year

CTA: Foster positive sentiment for JW by providing prospects with a gift at a relevant time in the calendar year. Strong follow-up

subject in the New Year.








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Real Estate News Resources:

To stay informed of market trends and provide relevant content to our target consumers, the following research resources are

recommended:

Resource Name Target Information

Industry media Insight Magazine

Zillow

MarketWatch

The Registry (SF Bay Area Real Estate)

Multifamily Executive

GlobeSt

Local economic developments and notable commercial real estate

transactions impacting residential market.

Local/Mass media San Francisco Business Times

The Sacramento Bee

San Francisco Chronicle

Daily Californian

Berkeleyside

Biz Journals

Commercial activity, legislation changes and general news that may impact

the health of Berkeley’s residential market.

Research and Data

Report Outlets

NGKF U.S. Market Reports

NGKF Market Insights

NGKF Specialized Reports

Marcus & Millichap Reports

REIS

Real Facts

Real Capital Analytics

CoStar

Urban Land Institute

- San Francisco Office Market impacting residential market

- Economic data impacting residential market

- Legislation changes impacting residential market

- Market Reports and Real Estate trends impacting residential market

- Rental Trend Analysis

http://www.bizjournals.com/sanfrancisco/print-edition



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REAL ESTATE NEWS SAMPLES

The following examples of sampled news items provide insight into economic prosperity; lower unemployment; and short-term

demand, factors with the potential to affect ideal selling conditions for residential property owners:

“If the much-hyped San Francisco spillover of office tenants is ever going to happen, this will be the year. The city's squeeze could start

to take a noticeable toll in 2015…San Francisco officials expect the city this year to hit the new office space cap imposed by the 1986 law

under Proposition M. About 4 million square feet of large office projects will be up for approval this year, enough to tip over the annual

limit and constrain what gets approved…Meanwhile, Oakland, Daly City, San Mateo and San Ramon all have openings in large,

attractive buildings near transit.”

- San Francisco Business Times

"San Francisco tech job growth has been seven times greater than in Silicon Valley. When you see the stats, it's stunning,"

- Bill Cumbelich, CBRE broker.

“As the global economy has recovered from the Great Recession over the past half-decade or so, few would dispute that the Bay Area

has ranked among the nation’s – and the world’s – most magnetic regions as measured by demand for business facilities…the

rectangular block known as Union Square is ground-zero for a distinctly dynamic district now home to dozens of dynamic enterprises –

and still a lot of tourists too, of course.

“Indeed the legendary blocks surrounding the square continue to attract shoppers from all corners of the globe…commercial properties

in the Union Square vicinity are experiencing near-unprecedented demand from users – and in turn a lot of aggressive investment

capital.“

- Insight Magazine, January 2015

-

http://www.bizjournals.com/sanfrancisco/search/results?q=San%20Mateo



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“Everything in Union Square is trading at a premium.”

- Julie Taylor, a Senior Vice President in the San Francisco office of Newmark Cornish & Carey.

-

“The Transbay Transit Center’s below-grade work is nearing completion. Later this year, construction crews will be solidly above ground

working to complete what Jack Adams, the Turner Construction Manager on the job, called “The Grand Central Station of the West”…the

new center will accommodate standard trains, high-speed trains, BART trains, buses, taxis, bicycles and one presumes, rickshaws if any

show up.”

- Insight Magazine, January 2015

-

“[East Bay’s] Education and Health industry continues to be one of the fastest growing job sectors in the region. Employment in

education and healthcare industries increased 3.1% from July 2013 to July 2014, adding a total of 5,300 jobs to the East Bay economy

…nonfarm employment in the East Bay has nearly reached its peak from the first quarter of 2001, and is forecasting that job growth will

continue through the end of 2018.”

- Beacon, via Insight Magazine, January 2015

-

“As if it weren’t enough to surpass the entire population of Canada a few years ago (Canada 2013 pop. 35.16 million), California’s

population increased by 335,000 people between July, 2013 and July of last year – a growth rate of 0.9 percent, the same rate as the year

before and the highest since 2003-04, before the recession…Directly and indirectly, job and population growth spurs demand for real

estate and real estate services of all product and service types.”

- California State Department of Finance, via Insight Magazine, January 2015



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Direct Mail Design Elements

This direct mail campaign has two broad, top-level objectives:

1) To stand out from other direct mail campaigns

2) To effectively communicate the value of NGKF’s multifamily residential apartment brokerage services

In meeting these objectives the presentation of content is arguably as important as the content itself. Without incentive to read, our

messages will not reach the prospects or translate into effective conversions. With this theory in mind, the following list of design and

presentation suggestions has been accrued based on the success of previous direct mail campaign with other clients.

Design Element Action Justification

Sample Inclusion Consider including a sample in your direct mail

package, making it personal, relevant and

captivating to get your piece read.

Examples include:

- NGKF branded pen

- Monopoly houses and money

- A watch (symbolic of a few minutes of their

time)

Consumers enjoy free items, and it is a great way to keep

your brand in the front of their minds for when they need

your services in the future.

Mailers with a lumpy object inside of the envelope have a

near 100 percent open rate. People are curious to see what is

inside.

Color / Typography Invest in applying a bold design that also

matches the color scheme and chosen

typography of the brand. This has been done to

an extent already but elements such displaying

Use design as an opportunity to establish brand identity

while making direct mail stand out in an appealing,

professional way.



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the logo across the entire back page of the

direct mail booklet/brochure would also help.

Graphics Add modern graphics to depict data and help

direct mail stand out, including:

- Icons

- Graphs

- Pie Chart

- Infographics

Three-a-piece

Option

Send three separate direct mailings at three- to

five-day intervals to the same recipient,

ensuring their content stands on its own even if

a previous one mailing was not opened.

By the third mailing there is, on average, a 67 percent

chance that one of the items will be read. Any follow-up calls

will be to a warm prospect.

Making Mailers

Useful

Create incorporating a feature that creates a

secondary use for direct mail. Examples include:

- Calendar of relevant local residential real

estate events (local development completions,

report releases, conferences, legislative

hearings)

- To Do list, including pre-filled item about

meeting broker.

- NGKF themed crossword puzzle

Consumers use scrap paper every day for a host of reasons.

Every interaction is an opportunity to present the brand in

the prospect’s eyeline.

Buzz Words Consider designating the following terms as

keywords to use in future direct mail content:

Free, Now, You, Save, Money, Easy, Guarantee,

Results, New, Proven and Safety.

Certain words possess psychological prowess because they

tap into the emotions and instinctive impulses of readers.



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Creative Packaging Present direct mail in a certain way that compels

the prospect to open and read direct mail.

Examples include:

- Wax-stamp sealed envelope to convey prestige

- Hand-written address to convey care and

attention (reserve for high yield or important

prospects)

- Limiting exterior design to the company logo

on white paper with minimal text for added

mystique and curiosity.

Although these suggestions might be more expensive and

time-consuming, they help to overcome arguably the most

significant barrier of direct mail – compelling the prospect to

open/review the material.

Stamps Use stamps instead of metered mail Making the envelope look like it came from a person rather

than a machine will improve the probability that it is opened.

Consumers can tell when something has been mass-mailed

and are conditioned to perceive it with less value.



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NGKF: Branding and Standards

The following elements of NGKF’s Branding and Standards Guide should be considered and applied to marketing materials and

prospect contact:

The Symbol

The Symbol and the Wordmark are placed separately so that the Symbol becomes more iconic. The Symbol requires space around them

to maximize visual presence and prevent any other graphic elements such as logos or type interfering.

Typeface

We now own distinctive fonts that capture a high quality premium feel. The Headline font KF Display has a classical modernity. The text

font KF Meta is contemporary, distinctive and easy to read.

Tone of voice

Focus on what matters to customers rather than what matters to Newmark Grubb Knight Frank, it should be approachable, short, sharp

and memorable, confident, but never arrogant, witty, but not corny

The Wordmark

The Wordmark is connected with the key message – thus becoming a signature which takes ownership of the copy. The Wordmark

requires space around them to maximize visual presence and prevent any other graphic elements such as logos or type interfering.

Imagery

The photography is the flexible element of the brand and gives each piece its personality, demonstrates Newmark Grubb Knight Frank’s

appreciation of detail and visually sets Newmark Grubb Knight Frank apart from its competitors

Newmark Grubb Knight Frank Red has been selected for its individuality and impact. Newmark Grubb Knight Frank Red and Gray are

meant to work strongly together.



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These colors are used primarily for the Brandmarks and corporate level communications. Both colors should be used sparingly, aside

from in the Brandmarks themselves.

Newmark Grubb Knight Frank Red: Pantone: 199 CMYK: 0, 100, 69, 0 RGB: 208, 16, 58 Web: D0103A

Newmark Grubb Knight Frank Gray: Pantone: 430 CMYK: 5, 0, 0, 45 RGB: 140, 143, 145 Web: 818A8F

Do not:

Rotate the Symbol and Wordmark

Change the color

Use black for the Wordmark

Distort the Symbol and Wordmark

Drop either the Symbol or Wordmark

Use effects on the Symbol or Wordmark

Use the Symbol or Wordmark by itself



31

Prospecting Strategy

Proposal



32

AUDIENCES:

General Target Audience:

Multifamily property owners, specifically ‘residential’ owners of five properties or more. There are 1,400 apartment buildings in Berkeley

with approximately 700 owners.

Micro Target Audiences:

1. Owners with loans coming off fixed-rate or balloon payment nearing.

2. Owners who are tired of managing their buildings.

3. Owners who are interested in trading up to increase cash flow.

4. Owners who are waiting for the perfect time to sell.

5. Owners who are perfectly content with their situation

GOAL:

Uncover leads and secure meetings.

Objectives:

- Secure meetings by converting interests into conversations. –As a result, the prospect will understand their time is well-spent if

they elect to meet with me

- Provide end-user value with each touch. –As a result, owners are receptive of my future calls.

- Create & manage individual client relationships over the phone and in person.

- Optimize & curate content to bring to these discussions that meets the prospect’s needs and expectations.

- Converse & listen to the prospect’s feedback, noting them down for analysis and preparation ahead of next exchange.

- Measure & monitor any emerging trends to benefit future prospecting strategy adjustments.



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Communication Channels Available:

- Phone Calls: Scheduled prospect calling to enquire about interest in broker services, market research and interest in selling.

- Meetings: Arranged for more comprehensive discussions once initial interest is registered via telephone prospecting calls.

PRE-CALL Preparation:

Prospect Investigation

Google searches and market databases, to looking up the prospect on LinkedIn. Collecting as much information on the prospect and

their company as possible will allow the broker to customize their pitch, express greater confidence in answering questions, and break

down the prospect’s ingrained resistance to cold calling.

Scheduling Suggestion

Arrange cold calling sessions early morning or late afternoon, preferably on Thursday, but avoiding Monday and Friday, especially Friday

afternoon. These periods combine the highest likelihood of a prospect being available to converse with the highest likelihood that

information will be retained.

Prospects can be burdened with other activity at the beginning of the week and less receptive to further work opportunities by Friday

afternoon with the weekend in sight.

Seek Out a Personal Connection or Referral.

Through online research or during the phone call itself, try to find a connection with your prospects such as an alma mater or past

connection with the same company/a colleague.

Bridging prospect relationships using a familiar name within their personal or professional social circles is another effective tactic for

breaking down ingrained resistance to cold calling.



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PROSPECTING CALENDAR

MONTH 3

Micro Target Audience #4: Owners who are waiting for the perfect time to sell.

VALUE PROVISION: Rent Survey Report

INTRODUCTION: “<Salutation>, my name is .... I’m a licensed associate specializing in apartment brokerage for

multifamily real estate owners in the Berkeley area. I noticed that you own XX multifamily apt units at

ADDRESS and I wondered if you had two minutes available to discuss how I can provide with the latest

residential market news to help you identify the most ideal selling conditions for your properties.”

SOURCE QUESTIONS:

Opportunity: “How satisfied are you with your current collection of units and the residential market in general?”

“Is there any particular concern you have that is preventing you from selling your apartment units?”

Consequence: “What effect is this concern(s) having on your day-to-day management of the units?”

Understanding of Need: “How much impact do you think having this information would you make on your business?”

Solution: “Well, it sounds like you have carefully considered what market conditions you need to see to consider

selling. I have recently compiled a report on the latest rent surveys in the local area. I feel it would serve

you well as a strong indicator of market health that could help you identify the right time to monetize your

assets at their highest value. High demand often suggests there a number of other potential renter sin

the area looking for the right opportunity. Is this something you would be interested in?”



35

Affirmative Response: “Excellent, I will send the report across to you shortly. Would you like me to send it via email, or is there

an alternative delivery method you prefer?”

Declining Response: “<Salutation>, I completely understand that you are not looking to expand your portfolio or sell your assets

at this time, but I would like to thank you for taking the time to talk with me. I will periodically touch base

in writing and by phone. In the meantime, if you have any questions or request for market information,

please do not hesitate to contact me.”

<IF ARRIMATIVE>

Meeting Proposition: “It sounds like the next logical step would be to arrange a meeting to discuss any queries about the

VALUE PROPOSITION. It would also be a good opportunity to casually discuss any interest you might have

in selling your units if that suits you. What day or time would suit you this/next week?”



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MONTH 4

Micro Target Audience #3: Owners who are interested in trading up to increase cash flow.

VALUE PROVISION: Q1 Market Trends Report

INTRODUCTION: “<Salutation>, my name is …. I’m a licensed associate specializing in apartment brokerage for


ADDRESS and I wondered if you had two minutes available to discuss how I can provide you with the

latest residential market news to help you make informed decisions when it comes to trading up your

multifamily apartment assets to increase cash flow?”

SOURCE QUESTIONS

Opportunity: “What problems are you experiencing as you look to trade up your assets?”

Consequence: “How are these issues affecting your search for new properties?”

“Are these problems having a negative effect on your da-to-day operations?”

Understanding of Need: “How much of your time and other resources do you think would you save from having these concerns

resolved?”

Solution: “I have recently compiled a report on the market trends from property transactions in the first quarter

here in Berkeley. I believe it would offer useful insight into the market to help you identify what type of

properties you would like trade up to based on their value in 2015. Is this something you would be

interested in?”





37





<IF ARRIMATIVE>






38

MONTH 5

Micro Target Audience #5: Owners who are perfectly content with their situation.

VALUE PROVISION: Newsjack Compilation




latest residential market information to keep you aware of changes that may affect the value of your

multifamily apartment units and help you make informed decisions?”

SOURCE QUESTIONS

Opportunity: “How satisfied are you with your current position in Berkeley’s residential multifamily apartment market?

“Are there any problems that are keeping you awake at night regarding the management of your

properties?”

Consequence: “What effect do you feel this issue is having on your management of our apartment units?”

Understanding of Need: “How much time are you able to spend monitoring trade and local media for news items that keep you

informed of the residential market’s health here in Berkeley?”

Solution: “I have a suggestion that might help if you are interested. I curate news items and opinion pieces form

various media outlets discussing the residential market of Berkeley, CA. It provides a detailed snapshot of

current, expert insights that has proven valuable for some of my clients. I believe it could be a beneficial

resource to help keep you informed of any activity that might affect the value of your properties. Is this

something you would be interested in receiving?”

Affirmative Response: “Excellent, I will send the collection across to you shortly. Would you like me to send it via email, or is

there an alternative delivery method you prefer?”



39





<IF ARRIMATIVE>






40

MONTH 6

Micro Target Audience #1: Owners with loans coming off fixed-rate or balloon payment nearing.

VALUE PROVISION: Mid-Year Review Report




latest residential market news to help you make informed decisions at a time when many property

owners’ fixed rates are ending or a balloon payment is nearing?”

SOURCE QUESTIONS

Opportunity: “Are you expecting any changes to loan payments you have on existing properties?”

Consequence: “What are the implications of these changes on your current business?”

Understanding of Need: “Is there a need on your end to create immediate revenue to furnish these payments?”

Solution: “Well, it sounds like you have carefully considered selling. I have recently compiled a report reviewing the

last two quarters of market activity. I feel it would serve you well as a strong indicator of market health

that could help you identify the right time to monetize your assets at their highest value and potentially

exchange into newer, larger buildings. Is this something you would be interested in?”







41



<IF ARRIMATIVE>






42

MONTH 7

Micro Target Audience #3: Owners who are interested in trading up to increase cash flow.

VALUE PROVISION: Q2 Market Trends Report and Summary




latest residential market news to help you make informed decisions when it comes to trading up your

multifamily apartment assets to increase cash flow?”

SOURCE QUESTIONS

Opportunity: “What problems are you experiencing as you look to trade up your assets?”

Consequence: “How are these issues affecting your search for new properties?”

“Are these problems having a negative effect on your da-to-day operations?”

Understanding of Need: “How much of your time and other resources do you think would you save from having these concerns

resolved?”

Solution: “I have recently compiled a report on the market trends from property transactions in the second quarter

of 2015 here in Berkeley. I believe it would offer valuable insight into the market to help you identify what

type of properties you would like trade up to based on their value this year. Is this something you would

be interested in?”





43





<IF ARRIMATIVE>






44

MONTH 8

Micro Target Audience #2: Owners who are tired of managing their buildings.

VALUE PROVISION: Current Listings Document


multifamily real estate owners in the Berkeley area. I noticed that you own XX multifamily apt units at ADDRESS

and I wondered if you had two minutes available to discuss how I can provide you with the latest residential

market updates to make informed decisions in the event that you are tired of managing your units and are

potentially looking to sell?”

SOURCE QUESTIONS

Opportunity: “What are some of the problems are you experiencing managing your current portfolio of multifamily

residential apartment units?

Consequence: “Are these concern negatively affecting your day-to-day management of the properties, or your

enthusiasm for owning assets in real estate?

Understanding of Need: “Would you consider selling your properties with the right support to ensure you accrued optimal value in

the right market climate?”

Solution: “If it interests you, I currently have the latest collection of residential apartment listings on sale in

the Berkeley area. It is a useful indicator of your properties’ different values relative to the rest of the

market. It could prove a useful resource if you are considering selling at this time. Is this document

something you would like me to send to you?”





45





<IF ARRIMATIVE>






46

MONTH 9

Micro Target Audience #1: Owners with loans coming off fixed-rate or balloon payment nearing.

VALUE PROVISION: Rent Survey Report and Newsletter Summary




latest residential market news to help you make informed decisions at a time when many property

owners’ fixed rates are ending or a balloon payment is nearing?”

SOURCE QUESTIONS

Opportunity: “Are you expecting any changes to loan payments you have on existing properties?”

Consequence: “What are the implications of these changes on your current business?”

Understanding of Need: “Is there a need on your end to create immediate revenue to furnish these payments?”

Solution: “Well, it sounds like you have carefully considered selling. I have recently compiled a report reviewing the

last two quarters of market activity. I feel it would serve you well as a strong indicator of market health

that could help you identify the right time to monetize your assets at their highest value and potentially

exchange into newer, larger buildings. Is this something you would be interested in?”






47




<IF ARRIMATIVE>






48

MONTH 10

Micro Target Audience #4: Owners who are waiting for the perfect time to sell.

VALUE PROVISION: Q3 Market Report and Newsletter Summary



ADDRESS and I wondered if you had two minutes available to discuss how I can provide with the latest

residential market news to help you identify the most ideal selling conditions for your properties.”

SOURCE QUESTIONS:

Opportunity: “How satisfied are you with your current collection of units and the residential market in general?”

“Is there any particular concern you have that is preventing you from selling your apartment units?”

Consequence: “What effect is this concern(s) having on your day-to-day management of the units?”

Understanding of Need: “How much impact do you think having this information would you make on your business?”

Solution: “Well, it sounds like you have carefully considered what market conditions you need to see to consider

selling. I have recently compiled a report on the latest rent surveys in the local area. I feel it would serve

you well as a strong indicator of market health that could help you identify the right time to monetize your

assets at their highest value. High demand often suggests there a number of other potential renter sin

the area looking for the right opportunity. Is this something you would be interested in?”





49





<IF ARRIMATIVE>






50

MONTH 11

Micro Target Audience #2: Owners who are tired of managing their buildings.

VALUE PROVISION: Zoning/Building Code Changes



ADDRESS and I wondered if you had two minutes available to discuss how I can provide you with the latest

residential market updates to make informed decisions in the event that you are tired of managing your units

and wish to sell to help you make informed decisions?”

SOURCE QUESTIONS

Opportunity: “What are some of the problems are you experiencing managing your current portfolio of multifamily

residential apartment units?

Consequence: “Are these concern negatively affecting your day-to-day management of the properties, or your

enthusiasm for owning assets in real estate?

Understanding of Need: “Would you consider selling your properties with the right support to ensure you accrued optimal value in

the right market climate?”

Solution: “If it interests you, I currently have the latest collection of residential apartment listings on sale in

the Berkeley area. It is a useful indicator of your properties’ different values relative to the rest of the

market. It could prove a useful resource if you are considering selling at this time. Is this document

something you would like me to send to you?”





51





<IF ARRIMATIVE>






52

MONTH 12

Target Audience: ALL

VALUE PROVISION: Infographic on market and push/pull factor changes throughout the calendar year




latest residential market news to help you make informed decisions regarding the management and

potential selling of your units?”

SOURCE QUESTIONS

Opportunity: “How satisfied are you with your current position in Berkeley’s residential multifamily apartment market?

“Are there any problems that are keeping you awake at night regarding the management of your

properties?”

Consequence: “What effect do you feel this issue is having on your management of our apartment units?”

Understanding of Need: “How much time are you able to spend monitoring trade and local media for news items that keep you

informed of the residential market’s health here in Berkeley?”

Solution: “I have a suggestion that might help if you are interested. I am designing a comprehensive infographic

that outlines the major changes to push and pull factors for the Berkeley are that directly affect the

residential market. I believe it could be a beneficial resource to inform you of the local area’s

development in the last year. It would also be a valuable reference to use when attracting renters to your

unit. Is this something you would be interested in?”



53

Affirmative Response: “Excellent, I will send the infographic across to you shortly. Would you like me to send it via email, or is

there an alternative delivery method you prefer?”





<IF ARRIMATIVE>






54

POTENTIAL REBUTTAL STATEMENTS

“What do you do?”

“I specialize in provide support for multifamily real estate owners, investors and developers of Berkeley, CA, and the San Francisco Bay

area who are looking to buy and sell property. Some of my key services include offering an ‘Opinion of Value’ on a property based on

property conditions and the local market, designing marketing plans to build awareness of a listing’s presence on the market and most

importantly providing dependable updates on local market trends and reporting the success of comparable properties to clients for their

reference.

“My priority throughout is that clients attain optimal value for their property and enjoy a seamless transition of ownership for peace of

mind throughout the transaction.”

“Who are you with?”

I am a licensed associate with Newmark Cornish & Carey, we are an agency based in the San Francisco area that has been operating for

over 75 years. Our knowledge of the local market has produced great success; we have sold more than $147 million of real estate since

2011, closing over 1,100 apartment units for clients in that time.

“Why should I work with you?”

“My specialty lies in the marketing and sale of multifamily properties in the San Francisco Bay Area. I have a track record of helping owners,

investors, and developers achieve the most value out of their commercial real estate investments, having successfully closed nine transactions

totaling $15.0 million in sales in my first two years with agency alone.

“My achievements so far have been based on an approach that consistently puts the client first, providing you with integrity and knowledge

throughout our relationship. I would like to use my skills and experience for your benefit by helping you gain optimal value for your investment

in what is currently a thriving residential market.”



55

“I am not interested at this time.” / “I am not currently selling.” / “I am not currently leasing.”

“<Salutation>, I completely understand that you are not looking to expand your portfolio or sell your assets at this time, but I would like

to thank you for taking the time to talk with me. Is there a time in the future when this discussion might be a priority for you?

“I will periodically touch base in writing and by phone. In the meantime, if you have any questions or request for market information,


“I already have a broker”

“I completely understand you’re not looking to discuss broker duties at this time. I would still like to you offer you my complimentary

VALUE PROPOSITION, I am confident it will benefit you in the monitoring of market conditions and day-to-day management of your

residential unit assets. It is also a useful insight into the knowledge I can bring to any discussions we have down the line.”

“I will periodically touch base in writing and by phone. In the meantime, if you have any questions or request for market information,




56

VOICEMAIL

In the event of a voicemail:

- Explain who you are and who you represent

- Clearly state the benefit the customer will receive if he talks to you – the ‘what is in it for me’

- Mention your referral, someone the buyer knows who has done business with you and suggested you call

- Allude to the brevity of a return call (‘just a few minutes of your time’)

- List and repeat contact number

Example:

“<Salutation>, my name is …. I’m a licensed associate with Newmark, Cornish & Carey specializing in apartment brokerage for

multifamily real estate owners in the Berkeley area.

“I noticed that you own XX multifamily apt units at ADDRESS and I would like to discuss how I can provide you with the latest residential

market news, dependable updates on market trends and the success of comparable properties to help you make informed decisions

regarding the management and potential selling of your units.

“We share a connection in REFERRAL (IF AVAILABLE), who mentioned you might benefit from these resources.

“I believe my knowledge of Berkeley’s residential market can help you attain optimal value should you decide to bring an apartment unit

to the marketplace. Until that time, I am confident my resources can still benefit you in the day-to-day management of your business.

“It should only take just a few minutes of your time so please call me at you convenience on XXX XXX-XXXX. Once again, that’s XXX XXX-

XXXX. Thank you <salutation>, good bye.”



57

Proposed POST=CALL ACTIONS

Record potential consumer’s feedback, including:

- Service items they were receptive to

- Market information they responded well to

- Concerns or apprehensions expressed

Recording feedback helps prepare broker for the next conversation with prospect, allowing him to refine talking points and tailor

marketing and real estate information to the individual for a higher probability of conversion.

Monitoring the date and time of the call will also enable broker to adapt to the prospect and effectively schedule the next conversation.

Follow up with email.

Having the prospect interact with the broker on two different communication channels raises the possibility they will retain knowledge

of the brand. A positive response to the offer of free market information opens the door to long-term communication and provides

broker with a reason for calling next time.



58

Place contact into one of the following three categories to schedule follow-up/next outreach:

Persona Space between contact Barriers to Entry

Initial Contact /

Lack of immediate interest

3-4 months

- Lack of broker knowledge

- Lack of area knowledge

- Lack of demand knowledge

Expressed Interest 1-2 months

*Offer the new month’s value

provision, regardless of micro

audience category.

- Confidence in market health

- Time commitment

- Financial commitment

Commitment to business /

Active brokering /

Approaching Close

Daily, or as appropriate with

updates.

- Confidence in buyers credibility or the likelihood of further

potential buyers in the near future

aidan o'connor communications - newmark cornish & carey - marketing and prospecting...

Documents

cornish carey marketing

marketing services

prospecting strategy

prospecting strategy

marketing strategy proposal

residential owners

prospecting calendar

aidan oconnor communications