What is a Pre-sales Campaign?

The integration of sales and marketing to achieve substantial sales prior to construction.

Pre-sales marketing can be event-based, relying on a formal launch, or it may rely on a combination of launch tactics and sustained marketing techniques. Tandem will work closely with the developer to review phasing and determine the best methodology for the project – whether it’s a launch or a launch hybrid.

Most projects benefit from a whisper campaign aimed at creating a Founders Program for special affinity groups comprised of the developer’s personal friends and contacts, past clients, or groups identified as having a special interest, as well as the broker community. The whisper campaign can be done in waves, or all at once, depending on response. In each case, we tell these groups that we are letting them in early before we go to the general public.  We give them a window of time to respond, so there is an urgency factor with each market.

A traditional launch model may begin with a whisper campaign and then follow with a direct mail campaign aimed at driving reservations to a pre-sales event. Early on, the prospect is asked only to purchase a fully-refundable reservation. This is not a deposit on real estate.  The prospect is reserving a place in line and a right to participate in the launch event.  Therefore, a part of the dynamic is that the initial decision is a small and easy one, an opportunity to participate and learn more about the project, while the purchase decision comes later.

In essence, the messaging of the initial direct mail piece tells just enough to get prospects to call in with questions.  The key to sales success will still be within the framework of continuing the dialogue between the prospects and the sales agents.  The materials are always designed to drive contact to our sales team, but not to replace personal contact. We strive for at least six points of contact between the initial inquiry and the launch event, in addition to phone calls.

The fulfillment brochure will tell a larger story and it must articulate the essence of the project and create a sense of lifestyle. The main objective of the fulfillment brochure is to create excitement about the launch event.

At the launch event, the venue must be strategically set up with appropriate messaging and sales pathing to create the “land rush” or sense of urgency.  The event should have museum quality exhibitry that includes millwork that houses messaging and images, models of the clubhouse, a comprehensive site model, and renderings.  Also, present and viewed by all who come is a closing area as well as financing personnel.  It is essential that everything necessary be onsite for buyers to go to a hard contract that same day.

Pre-sales Methodology?

The recruitment of highly qualified sales personnel is critical to our overall success.

Over the years, we have developed an extensive network of seasoned sales professionals who can be brought in for specific projects. We will interview and evaluate the existing sales team and establish performance-based criteria for the entire team.

We begin our process with extensive training, and training is an ongoing priority in our sales system.  Simply stated, the objective of our methodology is to increase productivity from each of our sales executives. Nearly everything essential to a salesperson’s success can be acquired and developed through training.

We establish team and individual sales goals, create a methodology for the initial presentation, and train the team to add benefits that personally relate to prospects when they mention the project’s features. 

Tandem will also design the prospect touring procedure by creating standard ‘impact stations’, and by placing the amenities aspect first, to build value.  Next, the prospects are shown a ‘qualifier’ homesite, designed to establish a value bar.  That way, when a prospect sees a lot that is larger or one with a better view, they will understand our pricing in context.

About Reservation-Based Pre-sales

Pre-sale launch is based on three ‘wow’ factors. 

First, a great direct mail piece, second an even more impressive fulfillment brochure/discovery kit, and finally, an exciting launch event.

At the launch event or Launch Day, the venue must be strategically set up with appropriate messaging and sales choreography to create a sense of urgency.  The event needs to have a museum-quality exhibitry that includes millwork that houses message images, models of the clubhouse, a comprehensive site model, and renderings.  Also present and viewed by all who come is a closing area. In some cases, financing personnel will be on site.  It is essential that everything is necessary for buyers to go to a hard contract that day.

Early on the prospect is asked only to purchase a fully refundable reservation. This is not a deposit on real estate.  The prospect is reserving a place in line and a right to participate in the launch event.  Therefore, a part of the dynamic is that the initial decision is a small and easy one, an opportunity to participate and learn more about the project, while the purchase decision comes later.

Before the direct mail campaign, we utilize our whisper campaign (charter or founder program). We bring in the insider group the developer may have personal prospects our agents have and then we go to the broker community.  In each case, we tell these groups that we are letting them in early before we go to the general public.  We give them a window of time to respond, so there is an urgency factor with each market.

In essence, the messaging of the initial direct mail brochure is to tell just enough to get prospects to call in with questions.  The key to sales success will still be within the framework of dialogue with sales agents.  The materials are always designed to drive contact to our sales team.

The fulfillment brochure will tell a larger story and it must articulate the essence of the project and create a sense of lifestyle. The main objective of the fulfillment brochure is to create excitement about the launch event.