redc builder\'s auction
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DEVELOPER AUCTION MARKETING PROGRAM
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COMPANY OVERVIEW
STONEPOINT CAPITAL (PARTNER)• Global private equity firm • Raised more than $10 billion of committed capital• Targets investments in the financial services
industries• Outsourcing service providers focused on financial
institutions• Specialty lending • Asset management businesses
• History of successfully investing in the global financial services industry over a period of almost 25 years.3JEFFREY FRIEDEN & ROBERT FRIEDMAN have been active in the real estate investment and commercial property markets
since 1984. As partners and co-founders of several large real estate companies, they began their business together in August of 1989 when they founded Real Estate Disposition Corporation (REDC), a company dealing in Real Estate Owned (REO) businesses as well as Builder/Developer projects, with their focus on the auctioning of Single Family Residences and Luxury Condominiums. While generating more than $1 billion in gross sales during the recession period of the 90’s, the success achieved by these businesses became instrumental in the revolution of real estate auctions for the housing market during that time, thereby establishing themselves as the perfect method of REO’s, Builder/Developer and Luxury Condo close-outs. During this time, REDC assisted distinguished institutions such as Pulte, Centex, DR Horton. In addition REDC conducted hundreds of Developer auctions.
REDC BACKGROUND• Principles have been conducting Land Auctions,
Commercial Auctions and Residential Real Estate Auctions since 1989
• Operating out of a fully owned 66,000 sq ft office in the Irvine Spectrum area
• Over $6 Billion in sales since 2007• Sold! Over 500 auctions of new construction, SFR
and luxury residences for developers, banks and financial institutions
• Over 400 Real Estate Professionals • Irvine, Dallas, New York and United Kingdom
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TELEVISION ADVERTISING– Advertise in all major broadcast and cable networks– Maximize market exposure and frequency
PRINT ADVERTISING– Advertise in all major national, local and regional papers– Target multiple groups through ethnic and multilingual publications
WEBSITE– Updated daily and in real-time– Auction day information available– Link to preferred Lender for pre-qualification– Extensive inventory and disclosure information– Link to Bidder Registration
PUBLIC RELATIONS– Full scale public relations campaign– Local and national broadcast and print media
CONCEPTThe goal of any good auction marketing campaign is to drive end users to the website, brochure, property and ultimately to the auction itself as a mentally prepared and financially qualified bidder.
AUCTION MARKETING PROGRAM
MARKETING ALLOCATION PLANDirect Mail
2%
Newspapers36%
Brochures3%
Television30%
Web1%
Outdoor Signage
20%
Auction Day8%
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CLOSING COORDINATION
– REDC personnel will work as liaisons with the selected Escrow, Title, Attorneys and Lender Companies to monitor and assist with all closings to
assure the fastest possible service.
DAILY TRAFFIC REPORT– REDC will electronically forward a daily report recapping all foot traffic for
all properties to the Seller.
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SALES & LOGISITICS
ON-SITE SALES OFFICE STAFFING– REDC will completely staff your sales center during the auction marketing campaign as well as
during the 30-45 day post-auction period.
LENDING SERVICES– REDC has relationships with numerous financial institutions allowing REDC to provide turn-key
service to our clients (including assisting in FHA and Fannie Mae project approval).
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DEVELOPER AUCTION TIMELINE
DeveloperChecklist
Due
Execution of Contract
Days Until Auction
Post-AuctionProcess BeginsAnd Any Additional Marketing (if Necessary)
Media CampaignBegins AndWebsite Becomes ActiveAuction Sales Center Opens
50 Days Prior 30 Days Prior43 Days Prior
AuctionDAY
1 Day Post 20 Days Post
All Auction Day Sales Close
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RECENT DEVELOPER AUCTIONS
New York, NYNovember ’0954 Luxury Condos
Dallas, TXJune ’08*
RECENT BUILDER AUCTIONS RECENT BUILDER AUCTIONSLocation Date TypeAnnapolis, MD September ’09 13 Luxury CondosLas Vegas, NV August ’09 50 Luxury CondosPasadena, CA March ’09 24 LoftsSeattle, WA December ’08 100 SFRs & Town HomesCalexico, CA August ’08 77 SFRsEscondido, CA July ’08 19 SFRsSan Diego, CA July ’08 28 SFRsLas Vegas, NV July ’08 127 CondosSan Diego, CA July ’08 12 SFRsPhoenix, AZ June ’08 34 SFRsSilverlakes, CA June ’08 20 Luxury Condos
Location Date TypeDallas, TX June ’08 134 SFRsSacramento, CA May ’08 72 CondosBonita Springs, FL May ’08 69 CondosPhoenix, AZ April ’08 40 SFRsBremerton, WA April ’08 28 Luxury CondosPortland, OR Dec. 07/March ’08 306 SFRsSan Ramon, CA March ’08 66 CondosGarden Grove, CA February ’08 26 CondosLas Vegas, NV February ’08 83 CondosDel Mar, CA February ’08 32 Luxury CondosAlbuquerque, NM November ’07 30 SFRs
*
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FOR MORE INFORMATION, PLEASE CONTACT:
Tony BelascoVP of Business DevelopmentReal Estate Disposition, LLC3606 S. Ocean Blvd., #601Highland Beach, FL 33487
(954) 770 – [email protected]
THE REDC DIFFERENCEThe Nation’s Largest Real Estate Auction Firm
THE GLOBAL LEADER IN REAL ESTATE AUCTIONS• State-of-the-Art Technology• Unparalleled Marketing Program
OUR MARKETING STRATEGY: END USERS• 85% of Auction Bidders are End Users• End Users are More Emotionally Attached and Willing to Pay Retail• More End Users = Best in Class Execution
THE REAL DEAL• Auctions with Unpublished Reserve Protects Your Downside• Enormous Traffic Ensures Price Discovery• Robust reporting capabilities• Pay for Performance – We Only Get Paid at Closing• Fee Structure Presented in Complimentary Proposal