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Comprehensive Marketing Strategy
Create a customized Offering Memorandum (OM). This stage is incredibly important because having a well-reasoned narrative that shines the best light on the asset is one of the critical components that will draw in local, regional, and national institutional capital, stimulate competition, and ensure that the value of the property is maximized.
Create a three-minute virtual tour that accentuates the unique value propositions and highlights of the property.
Prior to launching the deal to the entire market, we will send out a tailored Press Release highlighting the unique deal opportunity (metro location, approved plans, attractive deal size, lack of additional downtown Bethesda density, etc) to all major news publications including Bisnow, Costar, Washington Business Journal, Citybizlist, and many others.
This is a major benefit to the client and the process because it allows us to control the narrative from the beginning, and increase the exposure of the asset. This will control the narrative before the market has a chance to create its own.
The OM will be presented to the market using specialized lead tracking software that captures the viewer’s information, tracks signed CA’s, times viewed, and much more. The OM will be also be broadcast to interested parties on The Zupancic Group’s website, Marcus & Millichap’s website, Marcus & Millichap’s proprietary property database, MNET, and featured on many other highly-trafficked commercial real estate marketplaces including RCM, Crexi, LoopNet, and CoStar. The Zupancic Group will also present the deal in person to 50+ Marcus & Millichap agents in the Washington, DC, and Baltimore offices.
Taking these steps will result in the deal gaining exposure to 2,000 agents at over 80 Marcus & Millichap offices throughout the United States and Canada, as well as external brokers, principals, and investors. Additionally, the virtual tour will allow these out of State investors to view the property without needing to travel, meaning more offers and ultimately a higher price for the seller.
Send three E-Blasts to our proprietary database of over 8,000 multifamily investors throughout the area. These will include:
We will create customized social media campaigns including targeted LinkedIn advertisements that draw on our professional networks to reach potential buyers and drive traffic to the Offering Memorandum.
We will call every person that views our Offering Memorandum and signs a Confidentiality Agreement. We will also exercise various direct call marketing campaigns using our state-of-the-art Customer Relationship Management (CRM) and Sales as a Service (SaaS) software to reach every potential buyer in the market. This process will result in us directly contacting:
Provide weekly marketing reports to the client that includes:
At the end of the marketing process, we will create an offer matrix that will summarize all of the offers we receive. We will then present the offer matrix to the client(s) and work together to create a customized response strategy designed to maximize the final sale price. Once the buyer has been selected, the marketing process has reached its conclusion and the Purchase Service Agreement is negotiated.