27 Clay Townhomes
Development Marketing Proposal Prepared by Deviree Williams and Liz Richards
Kentwood City Properties: The Developers’ Choice
Deviree Vallejo and Liz Richards have extensive experience and a proven track record for success with
development projects in the Denver area. This, along with their affiliation with Kentwood City
Properties, Denver’s preeminent residential real estate brokerage, makes them the best choice to
successfully market and sell the 27 Clay Townhomes project.
The Kentwood Advantage
The following advantages set Kentwood City Properties apart from the competition:
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The brokers of Kentwood City Properties have demonstrated excellence in pre-selling and
reselling over 50 new construction projects in Denver.
The exceptionally strong web presence of Kentwood City Properties provides an extraordinary
outlet for marketing and sales, reaching a broad spectrum of prospective buyers.
Kentwood’s offices are comprised of over 150 active, full-time professional brokers, with a
combined sales volume in excess of $2,000,000,000 in residential real estate transactions per
year. Individually, agents of the firm average nearly $10 million in annual sales volume.
The offices of Kentwood City Properties are located in three of Denver’s most thriving
residential areas, with a strong presence in the Downtown, Cherry Creek, and the south
suburban areas.
The Kentwood City Properties in-house marketing department provides immediate access to a
wide array of customizable professional marketing products.
As the listing brokerage, Kentwood City Properties would offer a bonus incentive to agents in all
three Kentwood offices, making your property more attractive to buyers’ agents and ensuring a
strong team approach to the sale of your property.
The walk-up, store-front office located Downtown is easily accessible and provides extra
exposure in a high-traffic, pedestrian-friendly setting.
Kentwood City Properties is represented by Doug Lierle, of Lierle Public Relations, which is a
relationship that offers a variety of benefits that are also extended to clients of the firm.
Liz Richards - Broker Associate
Liz Richards has a tremendous drive to be the BEST in the industry, which she has achieved through a
devotion to extremely high standards of customer service, a far-reaching referral network, an extensive
knowledge of new construction and the remodeling of older homes, and an intense love for and
involvement in the Denver real estate market. By helping clients to buy and sell real estate, she exercises
her passion on a daily basis. Liz views her role as a real estate agent to be in the consultant arena. Her
responsibility with clients does not end after the transaction is complete, but is instead an ongoing
relationship. She continually strives to furnish her clients with relevant, cutting edge information as it
pertains to their real estate investments. Depending on the clients’ needs, such data can range from weekly
sales statistics, current market inclinations, and referrals for home improvement tradesmen, neighborhood
updates, and home design trends.
Infill development has always been a personal and professional passion for Liz, and she was instrumental
in spearheading the Flats 15 development in LoHi from the project’s conception through its completion.
Other projects that she has helped to market and sell include:
Liz’s extensive knowledge of the real estate industry plays a paramount role in her ability to furnish
clients with top-notch customer service and professional advice. It has always been a goal of hers to
educate clients, rather than simply close a sale. Information ranging from absorption rates, remodeling
costs, neighborhood values, the nuances of historic homes, schools, home staging techniques, and infill
development represent just the tip of Liz’s expertise. From being able to accurately read floor plans to
knowing the basics of the cost of construction, Liz’s professional experience provides her with a wealth
of helpful information to share with her clients.
Liz has been a member of the Denver Board of Realtors Million Dollar Roundtable from 2004-2013,
Kentwood $10 million Club, and Kentwood Top Producers. She has consistently achieved a sales volume
beyond $10 million in 2006, 2007, 2008, 2009, 2010, 2011, 2012, 2013; completing over 500 transactions
to date. The art of negotiation is a muscle that must be flexed in order to remain strong and picking a
realtor steeped in achievement and experience will only benefit the client. Liz enjoys the wide variety of
transactions that the real estate world provides. She works the real estate gamut from sellers, first time
buyers, savvy investors, fix and flippers, historic remodelers, builders, and 1031 exchanges.
Liz’s personal life experience has been just as rich and colorful as her professional endeavors. ‘’I grew up
just outside of Chicago where much of my family still resides. I’ve been in Colorado since 1997, first
residing in Boulder and then moving to Denver. The University of Arizona in Tucson is my alma mater,
where I graduated Magna Cum Laude with a degree in Art History. After college, I moved to Paris and
lived there for over a year, traveling throughout Europe in my free time. While living in Paris, I took
classes at the Sorbonne and studied Art History. This increased my knowledge of art and architecture
beyond the average understanding.’’
Deviree Vallejo - Broker Associate
As a seasoned veteran in the local real estate market, Deviree Vallejo Brown has made her mark as one of
Denver’s premiere real estate agents. She has an unparalleled work ethic, and she implements state of the
art technology and marketing tools to sell your home. With over 90% of her business generated from
referrals and past clients, Deviree has established a solid and trusted reputation in the industry. Her goal
is to provide a smooth transaction and stress-free experience for each of her clients, whether they are
buying or selling their property.
Deviree became a licensed agent in 2003 and is a member of the Denver Board of Realtors. She has
found her niche at Kentwood City Properties, a premier downtown Denver real estate firm. As a broker
with Kentwood, Deviree welcomes the opportunity to showcase new projects. In recent years, infill
development in central Denver has dominated the market as the population has downsized and relocated
to the city center. Deviree has worked with developers every step of the way, from land acquisition to the
sales and marketing of their new construction projects, and she has an intimate knowledge of the
processes involved. Some of the projects that she has had the opportunity to sell include:
Deviree also has significant experience in buying and selling the older homes that make up the majority
of the central Denver market. Understanding all the benefits of living in a charming bungalow, stately
Tudor, or classic Victorian, as well as the potential issues associated with these types of properties, help
to make Deviree a well-rounded resource in the central Denver real estate market.
Deviree’s partnership with Kentwood City Properties has advantages for buyers and sellers in today’s
marketplace. She and her firm recognize that today’s real estate clients are internet-savvy and often begin
their real estate search online. Kentwood is a full service firm that is ready to meet that demand, with a
strong dedication to extensive marketing and fresh use of new technologies.
Deviree’s industry sales awards include being a member of the Kentwood $20 million producers for the
last several years, and she is a top-producing agent at Kentwood. She has been recognized as a member of
Denver Board of Realtors Million Dollar Roundtable, and she is also a member of LuxuryRealEstate.com.
Deviree believes in giving back to her community, and she has a strong presence among some of
Denver’s most beloved charitable organizations. She has been involved with Tennyson Center,
Children’s Museum of Denver, When I Grow Up Foundation, First Descents, Freedom Service Dogs and
MaxFund. One of her favorite fundraising methods is to parlay her love of competing in running,
cycling, and triathlon events into raising funds for her favorite charities. Deviree also participated in the
Downtown Denver Partnership Leadership Program, and is a member of the Lower Downtown
Neighborhood Association, Union Station Advocates, and the Denver Film Society.
On a personal note, here is what Deviree has to say about living in Denver: “I am very blessed to live in a
city that provides such a great lifestyle for its residents. Where else can you enjoy a 70-degree day in the
city and be within an hour commute of ten different ski resorts? I love all of the different neighborhoods
that make up Denver, as each has its own distinct vibe. My husband, Dan, and I agree to try to escape to
the mountains every so often with our family and two Cairn Terriers for some hiking and biking.”
Marketing Plan
Celebratory Launch Party
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Brokers in the Denver metropolitan area will be invited, along with their clients.
A catered party will take place at the project site or nearby venue. The suggested catering menu
will include light hors d' oeuvres, wine, and beer.
Personalized invitations will be delivered to clients of Kentwood City Properties and top brokers
in the neighborhood.
A reservation list will be distributed to attendees of the party, offering priority choice of unit and
creating a sense of urgency among potential buyers.
A press release about the launch party will be distributed to the Denver Post.
Social media will be heavily utilized in promoting the event to a broad spectrum of potential
buyers.
Heavy promotion within the Kentwood City Properties office will be utilized to encourage
attendance by all of the firm’s brokers.
Heavy Hitter invites will be distributed accordingly.
A cocktail party will be hosted for select brokers as soon as the kitchen has been completed in
one of the homes. A professional cook will be hired to make dinner for attendees.
Internet Marketing Campaign:
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Monthly email blasts will be distributed to top brokers, brokerages, and client spheres.
A Facebook Fan page will be created.
Postings about the property will be made on Facebook and Twitter on a monthly basis.
A blog article will be published weekly, including links back to the KCP website/project page.
The property listings will be placed on DenverRealEstate.com, LizRichardsRealEstate.com
KentwoodCity.com, Realtor.com, Trulia.com, ReColorado.com, Zillow.com,
SeeDenverHomes.com, and Redfin.com.
The property listing will receive front page placement on KentwoodCity.com, and a dedicated
page will be created for 27 Clay Townhomes on ModDenHomes.com
A professional photographer will be hired, once views and project are ready for fresh images for
media outlets.
Additional Marketing:
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Virtual tour and professional photographs of completed units and corresponding scenic views.
Cocktail Hour at the project site— invitations to be sent to clients, brokers, and local businesses
New brochures created by the Kentwood City Properties marketing department and updated
regularly
Location map of neighborhood amenities- restaurants, bars, shopping, parks, etc.
A Mark Samuelson ad to be split with the builder-target Month of May
Features in various publications through previously established press contacts
Kentwood signage outside of the project site
Press release
Kentwood tour
Strategic partnership with local businesses
Attendance at neighborhood events to promote project
Sponsorship of neighborhood events (seasonal)
Building signage
Website
Yard signs with brochures
What We Do For 6%
Pre-Sales
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We will meet with the seller, architect, and design team regarding floorplans, exterior materials,
finishes, and other applicable elements of the project, in order to ensure a collaborative
approach and deliver the most marketable product.
Our team will coordinate drone or cherry picker to take photos of the view from the project site,
which will be used for multi-channel marketing purposes.
Our Kentwood City properties office/conference room will be offered for one-on-one buyer
meetings. We will coordinate with Land Title or Stewart Title in order to provide complimentary
valet parking for guests.
We will join in collaboration on needed documents for sales, builder contract, party walls, and
limited warranty agreements.
Cross marketing with other area listings: we receive many inquiries from agents and buyers
looking for new construction that fits their needs, as we have many new construction listings
and are an established authority in this field.
We will tap into our large database of warm leads, which we have collected during our work
with our past projects.
We will continually provide the most updated data to the developer of comparable properties
and other new projects that come to market.
You will have access to 50+ agents in our office, many of whom are available to help staff a sales
center, if necessary.
We will take advantage of our relationships with the best architects, designers, stagers,
attorneys, and others in the industry in order to give 27 Clay Townhomes the competitive
advantage.
Our team will complete and provide competitive market analysis.
We will use our extensive experience to provide advice on proper pricing and terms to be
offered.
Renderings, floorplans, & specifications will be included in the design of a professional brochure,
website, and other marketing pieces for the property.
We will provide a marketing and advertising plan.
E-Mail Flyers
We create and distribute a monthly property email flyer to 7000 brokers throughout Denver and Denver
West. We also email the flyer to all three Kentwood Offices and agents who have recently shown our
listings.
On-site color materials:
Brochures, neighborhood information, upcoming developments, and articles are always in color and on
display in the office.
Sophisticated Industry Tools
Presentations and site tours are kept in a separate online system, which allows us to monitor and follow
up on the activity. Our services are cutting edge, while also maintaining a personalized touch through
the use of full-time receptionists who are available for scheduling and other support.
Continuing Sales
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We provide a summary and status updates on weekly leads, engaged buyers and brokers,
properties that have recently gone under contract, collection of earnest money deposits, and
tracking of due dates.
We assist in the documentation of buyer-requested upgrades, including tracking, recording, and
collecting money for the builder.
We will complete and provide competitive market analysis when pricing changes are under
consideration, and we will provide advice on proper pricing and terms to be offered.
Custom signs and/or banners will be designed and hung on construction fence for a clear point
of contact with project renderings and information.
We will display our widely recognized “For Sale” sign when space is available on site,
representing one of Colorado’s most creative and innovative real estate companies.
Our team will expose your property to nearly 7,000 real estate agents in the metro area and
hundreds of qualified buyers transferring to Denver by their employers.
We will plan and hold Broker events (with your approval), and our team will follow up with
attendees to verify their interest in the property.
We will qualify prospects (both financially and on motivation), and our extensive research will
reveal the true wants and needs of prospective buyers.
All presentations will be coordinated at the office with a constant supply of marketing materials
and construction site tours will have liability forms previously executed and hard hats available
in order to comply with regulations to protect builder.
Our team will call for “feedback” from showing agents and report to you.
We will keep you informed and advised of changing market and financing conditions.
We will review all contract offers for completeness and advise you of your obligations under the
contract offer.
What we do for 6% Continued
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We will recommend negotiation tactics and keep you informed every step of the way.
We will balance the objectives of both buyer and seller, while always representing your best
interests.
You will be given an estimate of your net proceeds, which will be expertly prepared and
explained.
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We will write contracts, counterproposals, addendums, extension agreements, and other
necessary written communications.
We will guide you through the maze of change order amends and update the files as changes
are made.
Our team will schedule appointments with inspectors and other relevant parties.
We will meet the appraisers and provide them with critical sales data.
Our team will coordinate with the buyer's mortgage company and monitor the progress of the
loan processing.
We will make certain that all performance dates are met within the requirements of the
contract.
Any inspections and/or certifications that are required by the mortgage company will be
ordered for you.
We will order the title insurance commitment and ensure that it is delivered to the buyer, the
mortgage company, and the selling agent.
A tax certificate will be ordered on your behalf.
We will review all closing documents for completeness and accuracy, and will coordinate the
closing appointment with all parties.