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Description: SmartTouch® Interactive is a real estate marketing company that helps builders, developers and brokers sell homes faster by generating quality leads and nurturing those leads to sales readiness, all with a focus on accountable ROI.

INTERACTIVE MARKETING AGENCY CREDENTIALS TABLE OF CONTENTS INTERACTIVE QUALIFICATIONS NEXGEN MARKETING PLANNING AND BUDGETING SERVICES SEARCH ENGINE MARKETING (SEM) SEARCH ENGINE OPTIMIZATION (SEO) DISPLAY ADVERTISING AND BEHAVIORAL TARGETING EMAIL MARKETING SERVICES SOCIAL MEDIA CAMPAIGN MANAGEMENT WEBSITE DESIGN AND CONTENT DEVELOPMENT WEBSITE UX OPTIMIZATION RICH SMART ANALYTICS AND REPORTING MOBILE EXPERTISE OFFLINE CAPABILITIES CONTACT US CLIENT REFERENCES 3 8 9 10 19 24 29 39 40 42 44 50 51 59 60 2 INTERACTIVE QUALIFICATIONS SMARTTOUCH INTERACTIVE S DIGITAL EXPERTISE AND BACKGROUND SmartTouch Interactive is a real estate marketing company that helps builders developers and brokers sell homes faster by generating quality leads and nurturing those leads to sales readiness all with a focus on accountable ROI. We specialize in multi-channel marketing that combines the strength of your brand with engaging content to inspire customers to take action. We then track buyers actions and alert sales when a potential buyer is sales ready. We have tested and tried almost every tactic and we know how to build and optimize integrated campaigns that deliver results for marketing and sales. We specialize in Digital Strategy Web Development Search Engine Optimization Search Engine Marketing Remarketing Email Marketing Mobile Strategy Social Media Marketing Brand Management Interactive Media Buying Management Creative services for O ine and Online CRM and Marketing Automation Implementation Marketing automation workflows work flows Custom Software Development SETTING SMARTTOUCH INTERACTIVE APART FROM OTHER INTERACTIVE COMPANIES We view marketing as a science of emotion and action which requires right brain creative and left brain analytics to work in harmony. This is easier said than done but it s what sets SmartTouch Interactive apart. From the home buyer s perspective buying a home is likely to be the largest purchase decision they will make in their lifetime which means there has to be a deep emotional connection to your brand. It takes time to build an emotional connection between a buyer and a brand and that s one of the things we specialize in. From our client s perspective we know margins are tight and that marketing needs to have a return on investment. Accountable ROI is the philosophy behind everything we do. The team at SmartTouch Interactive develops traditional and digital marketing communications that reach the consumer at their deepest emotional level while tracking the metrics that illustrates marketing s impact on the business. We understand that the home-buying sales cycle is long. We develop communication that reaches buyers at touchpoints they most often use and we ve developed leadnurturing practices that bring buyers through the process until you make the sale. Our commitment to your success permeates our business. Focus Experience Senior People 90 percent of our clients are real estate developers and home builders. We use a predictive model proven processes and programs based on 30 years of testing and refining. We are professionals who are experts in real estate marketing and our fields of specialty. We re published authors and speakers in this arena. 3 INTERACTIVE QUALIFICATIONS SMARTTOUCH INTERACTIVE ACHIEVEMENTS AND AWARDS 1. RESULTS SmartTouch Interactive intensely focuses on our clients success. In 2014 each of our agency clients grew their annual sales at a more e cient marketing budget level. We measure benchmarks and metrics including cost per lead and cost per sale and continue to see significant results for our clients. We are a relationship based agency and because of our client focus and results our relationships with existing and new clients continue to grow. 2. AWARDS SmartTouch Interactive has won 25 marketing excellence awards. 3. UNIQUE We are unique in the industry because we are a full-service interactive marketing agency and a software developer focused on the real estate industry. SMARTTOUCH INTERACTIVE BACKGROUND Backed by more than 30 years of combined real estate marketing experience developing digital marketing programs for hundreds of clients Alan Daniel and Robert Cowes started SmartTouch Interactive with a focus on delivering services that matter the most cost e ective lead generation programs and lead-nurturing CRM software that help home builders realize a larger return on marketing investment. SmartTouch Interactive set a new standard as a single-source provider of interactive agency services and real estate eMarketing solutions SmartTouch . SmartTouch Interactive is technology based and metric focused. The SmartTouch team spent the past five years producing and managing over 25 million in lead generation budgets and producing websits and email campaigns that have resulted in over 500 000 leads nurturing of over 100 000 leads and over 1 billion in home sales. And thousands of real estate marketers use the SmartTouch platform. 4 INTERACTIVE QUALIFICATIONS THE SMARTTOUCH INTERACTIVE TEAM SmartTouch was founded in 2009. Since our inception we have grown our client list and sta exponentially. We pride ourselves on providing a flexible work environment with proven procedures and scalable programs. This attracts top talent and we are proud to treat every team member as a partner. LEADERSHIP TEAM PROVEN REAL ESTATE HOME BUILDER AND DEVELOPER INDUSTRY EXPERIENCE Ninety percent of our client base is in the home building and real estate development industry. Additionally the key account managers have previous real estate experience in their career. Our experience is in both boom and bust environments and we understand changing consumer behavior. Our agency develops lead nurturing programs specific to the real estate industry. We know it takes an average of 290 days and over 50 touch points before someone makes the decision to purchase a home. We are among the pioneers of lead nurturing and proactively practice reengagement campaigns designed to keep buyers interested in a brand or community. We enjoy working with clients who are oriented towards analyzing metrics and embrace a culture of accountability in sales and marketing. Most importantly our clients want an expert on their cabinet and seek a team-oriented relationship from their interactive partner rather than a transactional production shop. SmartTouch Interactive team members are true professionals who are capable of working with a variety of client personality and dynamics. We set realistic expectations and enjoy working with reasonable people who are focused on results. Robert Cowes Co-Founder President Tammy Arishenko Sr. Product Manager Director of Digital Marketing Tanner Ross Director of Technology Albert Castillo 5 INTERACTIVE QUALIFICATIONS DIGITAL MARKETING SERVICES LEAD-NURTURING CRM & PRODUCT SUPPORT Rebecca Eddleman Content Marketing Coordinator Felicity Nava SEO Manager Devone Torrence CRM Support Specialist David Myers Sr. Implementation & Customer Success Manager ACCOUNT SERVICES CREATIVE SERVICES Shawn Ng Creative Director Bruno Sanchez Sr. Art Director Renee Yap Production Designer Dianne Olson Sr. MarCom Writer & PR Specialist Leisha Richardson Sr. MarCom Writer & PR Specialist Dhivya Jairam Senior Account Manager Emil Zawatski Account Executive TECHNICAL SERVICES Steven Crocker Sr. Web Developer Ayush Mittel Manager of Web Development Ashok Reddy Director of Software Development Haley Thompson Account Coordinator ACCOUNTING & ADMIN Stephanie Short O ce Manager & Bookkeeper 6 INTERACTIVE QUALIFICATIONS SAMPLE OF SMARTTOUCH CLIENTS www.treslagosmcallen.com www.bentsenpalm.com www.saratogahomestexas.com www.hayden-homes.com www.simplicity-homes.com www.monticellohomes.com www.centurionamerican.com www.sitterlehomes.com www.scottfelderhomes.com www.cordilleraranch.com www.spicewoodcommunities.com www.armadillohomes.com www.blackburncommunities.com www.lakesatcenterra.com www.giddenshomes.com www.johnsonranch-tx.com www.mybuffington.com www.spanishoaks.com www.chesmar.com www.wespeopleshomes.com All of the above clients are active. 7 NEXGEN NEXGEN NexGen is a unique and comprehensive sales and marketing automation platform that was designed by real estate marketers for real estate marketers. We understand the complexities of managing a multi-touch sales cycle and know how to best manage the process to drive results. NexGen is a single system that connects online marketing with o ine sales activity. It puts the power of automation to work for sales and marketing teams using real-time data to trigger relevant marketing campaigns and direct sales actions. GET ALERTS WHEN LEADS ARE ENGAGED AND RECEPTIVE NexGen makes it possible with automatic alerts to your sales team when a lead is ready to buy. Know when to call and when to email Leads are automatically prioritized for you Use time and resources more e ciently and more e ectively Automatically nurture leads through the multi-touch sales process CAPTURE EVERY LEAD Automatically capture leads from all sources in one central location. No lead goes untouched. Immediate lead capture from your website and national third-party listing sites Leads are automatically collected and organized in a single database Lead sources are immediately identified and stored Leads are qualified triggering an automatic response or series of nurturing emails MANAGE LEADS AND CUSTOMERS Outdated information is a sales and reputation killer. NexGen keeps lead information upto-date at all times - automatically. Lead information is current and organized Lead interaction is tracked in real time Easily access prospect history Customize visibility of leads and lead activity across the organization MARKET BY EMAIL AUTOMATICALLY Potential buyers expect a response NOW. NexGen ensures that every lead is acknowledged with an appropriate response and alerts Sales to leads that are sales ready. Every lead receives an immediate email response Engaged leads receive customized follow-up Multi-touch sales processes are automated and accelerated Buyers are targeted with the right message at the right time MEASURE AND REPORT ON PERFORMANCE Where should you focus your marketing budget The answer s easy with NexGen. Get information on results in a usable relevant format. See not only where leads originate but which sources generate the most tours and sales. Easily calculate cost per lead and cost per sale Quickly analyze which marketing tactics are most e ective. Access performance information anytime anywhere. TRACK LEAD ACTIVITIES Not all potential buyers are equal. NexGen prioritizes leads. Your sales team can engage them when they re most receptive and expedite the sale. Know when people are ready to talk and when they need more time Get insight about what buyers looking at online Know which communities floor plans and features your leads are researching Prioritize potential buyers and use your sales team s time more e ciently 8 MARKETING PLANNING AND BUDGETING SERVICES SMARTTOUCH MARKETING PLANNING AND BUDGETING SERVICES It is the age of information over abundance which means marketers must look for new ways to rise above the tidal wave of noise in order to turn marketing budgets into revenue. Sales and marketing teams have to shift their focus to a more scientific marketing approach using data to better understand the customer and build new marketing programs that deliver predictable performance and deliver a greater ROI for each marketing dollar spent. SmartTouch has developed a proven predictable performance model that incorporates the best interactive marketing tactics that should be used for the budget available and how best to execute those tactics to get optimal results. The success of our scientific approach to developing marketing strategies and executing on budget has been proven time and again with our clients. A PREDICTION MIGHT LOOK LIKE PRINCIPLES OF A PREDICTIVE MODEL 0.5 to 2% Targeted Cost per Lead Lead to Tour Ratio Tour to Sales Ratio 9 SEARCH ENGINE MARKETING (SEM) SMARTTOUCH SEARCH ENGINE MARKETING (SEM) EXPERIENCE SmartTouch Interactive delivers proven results to Clients by focusing on metrics. It is all about the numbers. When working with SEM and PPC strategies our bottom line goal is always to drive the best quality leads while meeting or exceeding the Cost Per Lead (CPL) benchmark. We develop our benchmarks and targets in conjunction with our clients through a proven process and proprietary home builder questionnaire ensuring that we fully understand the product the market and the brand. Additionally because we have clients across the globe we know industry metrics which can be relied upon during the planning and initial benchmarking process. Currently we manage over 60 SEM campaigns for builders and developers in the United States Canada and Mexico. Within our team we have multi-lingual experience as well working in English and Spanish. KEYWORD LIST BUILDING AND BIDDING Our strategic and exhaustive approach to building a keyword list is to begin with the location and product type and methodically build the list based on terms and phrases that are relevant to the location and product type. It is important to understand that both locational and product di erences factor into search term selections. When we combine location with the specific product type being o ered the tra c and leads generated are high quality and relevant to the home builder s sales team. Further when developing keyword targets we account for keyword tra c volumes and the cost of such keywords. We test hundreds of keywords weekly finding the obvious and obscure terms that yield the best quality leads at the lowest cost per lead leading to optimal results for our clients. For keyword bidding we recommend a combination of bidding on long-tail keywords (the most relevant to the product location) combined with some generic keywords targeted geographically to the product s exact location through Google. We have found that this results in the most cost e ective process allowing us to beat the cost per lead benchmarks. SHORT TAIL KEYWORD CONSTRUCTION LONG TAIL KEYWORD CONSTRUCTION Product Type Local Attractions Higher Quality Leads Location Product Type Higher Quality Leads 10 SEARCH ENGINE MARKETING (SEM) PAY PER CLICK (PPC) OPTIMIZATION We use Google AdWords Editor a separate application in addition to the Google AdWords console to improve optimization strategies. The basis for making adjustments to a campaign lies in cost per lead conversion rate to landing page click through rate Google s quality score and the click to call rate. We know the SEM job is never done. At SmartTouch Interactive we include ongoing optimization as part of your SEM services. Our certified Google AdWords professionals complete a weekly review of your campaign and adjustments are scheduled with our in-house team. The amount of time we spend on each account is specific to the client. Again we spend the time needed to make sure we achieve quality leads at the best cost per lead available. We determine when to make adjustments to PPC campaigns after a three-week run period of the AdWords campaign and optimize weekly following that examination. We view all keyword searches that displayed our ads and remove any irrelevant keywords from the campaign. If the keywords are relevant and can improve campaign performance we add them to the campaigns. This is determined by running tests inside Google AdWords editor and inside the AdWords console. We make these adjustments to lower the cost to run the campaign which in turn leads to lower cost per click cost per lead and a higher click through rate. We often recommend and have the expertise to develop e ective landing pages. Our past experience shows that conversion via a landing page versus conversion directly to website is about 4 1. We have employed A B tests to validate which calls to action perform better to drive customer action and ultimately drive better results for our clients. Included in the optimization practices are to review the landing pages and optimize the landing pages to the high-performance keywords running inside the campaigns. Example Negative Keywords Before After 184.21% increase in click through rate 54.90% increase in average position 718.31% increase in leads generated 337.21% increase in conversion rate 67.86% reduction in cost per conversion 11 SEARCH ENGINE MARKETING (SEM) KPI S METRICS AND REPORTING. SEM Exhibit 1 Ad Optimization Before After 12 SEARCH ENGINE MARKETING (SEM) KPI S METRICS AND REPORTING (Cont.) SEM Exhibit 2 Click Through Rate Report 13 SEARCH ENGINE MARKETING (SEM) KPI S METRICS AND REPORTING (Cont.) SEM Exhibit 3 Geographic Lead Report 14 SEARCH ENGINE MARKETING (SEM) KPI S METRICS AND REPORTING (Cont.) SEM Exhibit 4 Click to Call Report 15 SEARCH ENGINE MARKETING (SEM) EXAMPLES OF SEM CAMPAIGN REPORTS SEM Exhibit 5 Well Managed Pay Per Click Report Benchmark For a Well Managed PPC Campaign For Real Estate Web Budget Cost Per Click Clicks Conversion Rate Registrations Cost Per Lead 4 000 1.75 2000 5.0% 100 40.00 16 SEARCH ENGINE MARKETING (SEM) SEM Exhibit 6 Pay Per Click Ad Report 17 SEARCH ENGINE MARKETING (SEM) SMARTTOUCH SEM CLIENTS We have provided a sampling of builders and communities - a full list is available on request. We include accounts that are representative of homes core operations and field locations. Armadillo Homes San Antonio TX Cordillera Ranch Boerne Texas Crescent Homes Charleston South Carolina Esperanza Homes Mission TX Grambling Brothers Development Charleston SC Great Gulf Homes Toronto Ontario Lakes at Centerra Loveland CO Saratoga Homes Houston TX Sitterle Homes Houston TX Spicewood Development Austin TX For organic search optimization SmartTouch Interactive uses both link building and on-site on-page optimization. On-page optimization is a two-step process first we evaluate which keyword phrases are most important to drive relevant tra c and second we determine which areas pages within the website to optimize for keyword phrases. From there we develop a set of links to drive tra c to those pages. It is critical for keyword phrasing and link building to be executed in conjunction in order to be successful and fully optimized. We have been helping clients with their website development and organic search rankings for over 10 years. Currently we have 50 organic SEO campaigns we manage and our clients are consistently at the top in organic search when their most relevant keywords and phrases are used. We have an in-house team specifically devoted to SEO for our clients. Friday Harbour Idea Homes Spanish Oaks The Alteza Condos University Townhomes Fringe Benefits Group JP Energies (Pinnacle Propane) 1111 Studewood Place The Retail Gateway 18 SEARCH ENGINE OPTIMIZATION (SEO) KEYWORD STRATEGY Because SEO is a component of interactive web development and often discussed after the original architecture and content development execution we perform our unique and proven SmartTouch SEO site audit. SmartTouch SEO Site Audit Includes In addition to our Site Audit we evaluate several factors when developing and constructing the keyword strategy including budget competition existing SEO equity market conditions and absorption schedule. Using those factors we develop what we call your SEO Marketing Mix. At the finer level the keyword strategy is evaluating what is driving the highest number of searches and what is winnable based on your budget and your direct competition. Coding Check to ensure proper HTML CSS markup Meta tag Analysis to confirm that meta tags are properly executed in line with strategic objectives CONTENT MARKETING Content marketing is an important discipline in supporting an SEO strategy. Great content is key to great SEO and the two should work together for the greatest success. Once keywords are defined implementing a content marketing strategy that is focused on creating original quality content and e ectively employs the keyword research will augment SEO goals and help with targeting and engagement to further improve SEO rankings. The role of content marketing is support keyword goals but not at a loss of quality. It is important to provide content that is useful or shares advices to drive higher levels of engagement and position your company and website as an expert in your market ultimately aiming for backlinks to your content. The SmartTouch team includes a number of content marketing writers that have helped hundreds of clients develop e ective content strategies to dramatically improve ranking positions. Keyword Check to ensure selected keywords align with business goals Word Count Assessment to ensure web pages contain an optimal amount of content to be deemed valuable by search engines Alt Attribute Analysis to confirm images are properly tagged with descriptive content to enhance exposure in search results practices exist on pages Comment Tags Assessment to ensure quality signals of best coding Fully-Qualified Links Verification to ensure links are not relative URLs Heading Tag Analysis to ensure CSS is properly coded to result in proper use of heading tags Text Navigation Analysis to confirm proper on-page linking strategy to ensure maximum exposure by search engines Duplicate Content Check SPAM Checks Static Index Page Check Robots.txt Check Analytics Check Linking Strategies Audit Check .htaaccess Static Pages Check If the pages are dynamic SmartTouch Interactive confirms that sitemaps have been properly executed 19 SEARCH ENGINE OPTIMIZATION (SEO) SEO MEASUREMENT SEO can be measured in many ways. The first step in measuring SEO success is to understand the goals of the organization. The best SEO comes from deep integration of normal business processes with SEO best practices. Success can easily be measured by how optimized content is originally created by stewards of the business. Although integration is key we primarily focus on several core metrics increase in ranking for targeted keywords unique visitors to the site unique visitors to pages created specifically for SEO conversions on SEO tra c (leads sales etc) overall visibility health of the site as measured by the raw number of keywords for which the site is ranked. Tools we use for SEO measurement include SEO Exhibit 1 Search Engine Optimization Report Advanced Web Ranking to measure ranking in Google and Bing SEO Tool Set for on-page guidance Google Keyword Tool (Adwords) for estimated search tra c Google Webmaster tools for searches driving tra c and sitemap integration status updates Majestic SEO to understand link profiles of existing site and competitors Tools (variety) to spider the site and provide updates on the overall status For example we recommended that we go through and clean up the SmartTouch Interactive client Bentsen Palm s website by correcting errors that we found within the website. As we conducted this clean up throughout the month of August 2017 the errors found ranged from metadata to creating unique Alt Text for images. By assessing and correcting the errors and issues found the overall health of the website improved thus improving the SEO value and increasing performance. Organic Tra c increased by 9% from the previous month and 31% compared to 2016 with the updates we made in July and August. Rankings and search visibility had an overall total increase in positions by 31 with the primary keyword focus moving up 6 positions for Mission homes for sale 3 positions for new homes for sale in Mission TX and 2 positions for homes for sale in Mission Texas. Link building increased by 82 total links in the month of August as well. 20 SEARCH ENGINE OPTIMIZATION (SEO) SEO Exhibit 1 Search Engine Optimization Report (Cont.) 21 SEARCH ENGINE OPTIMIZATION (SEO) SEO Exhibit 1 Search Engine Optimization Report (Cont.) 22 SEARCH ENGINE OPTIMIZATION (SEO) SEO Exhibit 1 Search Engine Optimization Report (Cont.) 23 DISPLAY ADVERTISING AND BEHAVIORAL TARGETING Display advertising allows the home builder or community to weave in brand elements lifestyle messaging and product o ering to drive leads. While display advertising is more robust and serves a di erent tactical purpose than other interactive marketing we are always evaluating and refining campaigns to drive the best cost-per-lead ratio. The SmartTouch team has extensive in-house experience managing display advertising campaigns. Currently SmartTouch has 12 clients all builders and developers with multiple display advertising campaigns. We have identified the top 10 builder listing websites and know their pros and cons based on the location and price point of our client. For example New Home Source does really well in California and Texas but not as well in South Carolina. While New Home Guide has a better presence on the East Coast. This information allows us to develop community-specific campaigns with e cient cost-per-lead metrics. We anticipate that your business will require a variety of display campaigns some being community specific with others a more corporate umbrella focus. As we develop di erent campaigns for you our experience allows us to build e ective campaigns quickly with minimal experimentation. We measure every display campaign and provide a return on investment dashboard including clicks leads conversions tours and sales. For behavioral targeting we employ retargeting strategies to capture customers when they are using the web for other entertainment shopping or research. Retargeting has been successful for our clients with a lower cost per lead than standard display advertising. We can also develop display advertising campaigns through national networks and match specific customer profiles and lifestyle behaviors. Fontanella del Mar one of our current clients uses this strategy and it is performing well for them. Important to the overall strategy is the campaign design and the nurturing that follows. With SmartTouch Interactive as your partner we develop complete strategies that nurture clients after they have opted in . Based on our knowledge of technology we understand the importance of developing specific nurturing campaigns that are based upon customer interest which is known by following the advertisement clicked. By using technology to provide the most relevant content to the consumer we become buyer-centric as opposed to marketing en masse. The results are generating higher quality leads and improving sales conversions. EXHIBIT 1 ALTEZA The objective of the display ad was to target domestic and Latin American buyers utilizing retargeting on relevant websites. This campaign resulted in a 2.1% click through rate (2X industry average) primarily due to introduction of retargeting in the appropriate channels. This was the highest lead volume producing campaign for the San Antonio condo development. EXHIBIT 2 MONTICELLO HOMES The objective was to nurture and retarget potential buyers who had visited Monticello Homes website or landing page by using remarking banners that would follow a lead to di erent websites to stay top of mind. The banners would then push tra c back to a landing page where buyers could continue to find more information on the community and floor plans explore photos and register to download a brochure or schedule a tour. Interactions with the landing page also triggers rule-based follow-up emails updates to their buyer profile increases lead score and notifies sales counselor via email or text. EXHIBIT 3 SITTERLE HOMES The objective of this campaign was to generate leads through display and remarketing banners. The display banners were placed on relevant websites through Google Ad Network and the remarketing banners targeted and followed potential buyers that had previously visited the Sitterle Homes website but had yet to register. Fronterra at Westpointe was one of Sitterle Home s newer communities that had yet to gain traction. Using display and remarketing tactics allowed us to generate a larger pool of prospects online convert them to tours and nurture them to sale. EXHIBIT 4 SCOTT FELDER HOMES The objective of the Choose It. Love It. Live It. special promotion campaign was to push inventory homes during the first part of the year. The display and remarketing banners complimented Facebook ads email campaigns and the builder s own website promotions. Once a user clicked a banner they would be driven to a microsite that housed special o ers and move-in ready homes for all of Scott Felder Homes Austin area communities where they could choose to call get driving directions schedule a tour or pre-register for special o ers. 24 DISPLAY ADVERTISING AND BEHAVIORAL TARGETING Display Exhibit 1 Alteza Condos San Antonio Texas The objective of the display ad was to target Domestic and Latin American Buyers utilizing retargeting on relevant websites. This campaign resulted in a 2.1% click through rate (2X industry average) primarily due to introduction of retargeting in the appropriate channels. This was the highest lead volume producing campaign for the San Antonio Condo Development. 25 DISPLAY ADVERTISING AND BEHAVIORAL TARGETING Display Exhibit 2 Monticello Homes San Antonio Texas The objective was to nurture and retarget potential buyers who had visited Monticello Homes website or landing page by using remarking banners that would follow a lead to different websites to stay top of mind. The banners would then push traffic back to a landing page where buyers could continue to find more information on the community and floor plans explore photos and register to download a brochure or schedule a tour. Interactions with the landing page also triggers rule-based follow-up emails updates to their buyer profile increases lead score and notifies sales counselor via email or text. Display Ads Landing Page 26 DISPLAY ADVERTISING AND BEHAVIORAL TARGETING Display Exhibit 3 Sitterle Homes San Antonio Texas The objective of this campaign was to generate leads through display and remarketing banners. The display banners were placed on relevant websites through Google Ad Network and the remarketing banners targeted and followed potential buyers that had previously visited the Sitterle Homes website but had yet to register. Fronterra at Westpointe was one of Sitterle Home s newer communities that had yet to gain traction. Using display and remarketing tactics allowed us to generate a larger pool of prospects online convert them to tours and nurture them to sale. Display Ads Landing Page 27 DISPLAY ADVERTISING AND BEHAVIORAL TARGETING Display Exhibit 4 Scott Felder Homes Austin Texas The objective of the Choose It. Love It. Live It. special promotion campaign was to push inventory homes during the first part of the year. The display and remarketing banners complimented Facebook ads email campaigns and the builder s own website promotions. Once a user clicked a banner they would be driven to a microsite that housed special offers and move-in ready homes for all of Scott Felder Homes Austin area communities where they could choose to call get driving directions schedule a tour or pre-register for special offers. Display Ads Microsite 28 EMAIL MARKETING SERVICES SmartTouch Interactive produces over 500 email campaigns for our clients each year comprised of di erent programs and di erent email messaging within each program. They may range from simple text-based emails or template-based emails to more robust custom campaigns with landing pages unique forms and data collection. We manage all of these services with our in-house experts. Our approach to direct email campaigns is broken down into several key areas. Within each area campaigns will vary in content and cadence. The main areas include MEASURE AND REPORT ON EMAIL MARKETING SUCCESS SmartTouch Interactive is not only an interactive agency but also a software developer familiar with CRM implementation and integration. We strongly recommend analyzing email marketing reports at the campaign and marketing level but also mining campaign details at the sales level. As an example depending on the email platform used to deploy emails clients can monitor campaign summary reports to determine marketing performance but can also use tools to generate reports useful to the sales team. If all content is developed with sales in mind certain questions and links can be built into the campaign which will provide assistance to sale members. SmartTouch Interactive will guide home builders in using links within an email campaign that indicate Time until purchase. Campaigns will also allow a consumer to click Have a sales person contact me now. These strategic links can be a strong sales tool triggering notices to your sales agent and alerting your sales team when a particular buyer is ready to engage. Only SmartTouch Interactive has proven case studies in the power of integrating marketing and sales within email with the joint goal of driving transactions. There are several variables and factors we consider when determining the e ectiveness of a campaign and optimizing it. Ultimately we are measuring conversion from our campaign. And if conversion isn t as high as we d like we evaluate the whole process including open rates click-throughs landing pages creative time of delivery and reputation of the IP address. We use SmartTouch campaign and advanced marketing reports and Google Analytics as our tools when measuring and optimizing campaigns. We are well versed in almost every email platform as we have extensively studied and test driven many email technologies over the last decade. Realtor Reengagement Lead Nurturing Prospecting to 3rd-party list Surveys Data Collection Event Promotion RSVP Cadence refers to the pattern of the email marketing including the number of emails sent content of the emails and spacing of the emails. Cadence depends on the type of email program you may be employing. Realtor cadence may be once per month staying top of mind or presenting a special o er. Reengagement cadence might be three consecutive emails two weeks apart followed by a specific drip nurturing campaign once the lead engages with a sales agent. When buyer leads first engage (i.e. the initial registration) we recommend accelerating frequency of touch points (emails) during the initial three months and maintaining presence with the consumer over a 12 month period. As mentioned in the display advertising section we develop email marketing strategies that are buyer-centric and provide the most relevant content to the consumer. 29 EMAIL MARKETING SERVICES When designing email campaigns there are best practices we apply such as presence of the brand strong imagery to engage the user strong headlines accolades and main and sub buttons that stand out for call to action. Direct email structure is typically not as copy intensive as a website where we are telling a complete story. Additionally on a website the call to action should be above the fold for best results but with email marketing we have discovered the placement of call to action does have a direct impact on results. Email Exhibit 1 Email Campaign Report Email Exhibit 2 Email Lead Status Report 30 EMAIL MARKETING SERVICES Email Exhibit 3 Reengagement Campaign Report Email Exhibit 4 Click Through Report 31 EMAIL MARKETING SERVICES Email Exhibit 5 Return Path Campaign Overview Email Exhibit 6 Return Path Campaign Diagnostics 32 EMAIL MARKETING SERVICES Email Exhibit 7 Return Path Email Rendering Report 33 EMAIL MARKETING SERVICES Email Exhibit 8 Email Examples 34 EMAIL MARKETING SERVICES Email Exhibit 9 Gardens at Verde Vista Georgetown Texas The objective of this campaign was to generate traffic by promoting a limited time offer on preconstruction pricing to prompt a buyer to either register for a tour click to call or clickthrough and submit a form on the landing page to download a brochure and secure their homesite. Emails Landing Page 35 EMAIL MARKETING SERVICES Email Exhibit 10 Scott Felder Homes San Antonio Texas The objective of this prospecting campaign was to generate leads (form submissions inquires and visits to model homes) to move the Scott Felder inventory in Austin neighborhoods. The landing page was converted into a microsite that listed all promotions community descriptions and move-in ready homes. Emails Microsite 36 EMAIL MARKETING SERVICES Email Exhibit 11 Sitterle Homes San Antonio Texas The objective was to reengage prospective buyers in the existing database and to take advantage of inventory home sale price reduction. The campaign reengaged 183 prospects to identify themselves as still being in the market and coming out to the models to view inventory homes for sale. 37 EMAIL MARKETING SERVICES Email Exhibit 12 Realtor Email Marketing Target realtors in your local area with attention-grabbing professional email blasts. The realtor marketing program includes a do-it-yourself mechanism that enables clients to create and send unlimited emails to realtors through SmartTouch or utilize SmartTouch s managed services to develop attention-grabbing professional email campaigns. SmartTouch will provide the local realtor lists as part of this tool. Campaign messages vary from specific inventory focus to event based and grand openings. 38 SOCIAL MEDIA CAMPAIGN MANAGEMENT SMARTTOUCH SOCIAL MEDIA MANAGEMENT EXPERTISE Our experience has shown that social media engagement requires a full commitment in order to truly optimize the value of this medium. SmartTouch team members have extensive experience in social media marketing and can provide an overarching platform or service subscription to manage social campaigns. We can also manage all of your social media platforms including generating followers social media promotions and managing the ongoing conversations. We manage all major social sites including Facebook Twitter LinkdedIn Pinterest Instagram YouTube and more. We know that providing a genuine voice is key to inspiring conversations PR and buzz. We work with our clients to ensure we help you provide consistent valuable content that has a positive impact on your marketing and ROI for your business. . The Lakes at Centerra Facebook Dark Post Report Overview Since the beginning of 2016 The Lakes at Centerra Facebook Dark Post Campaigns have generated a total of 19 780 clicks to the website from 898 390 impressions at an average cost per click of 0.23. The campaign has also generated 29 leads year to date. 39 WEBSITE DESIGN AND CONTENT DEVELOPMENT The website development team at SmartTouch has been designing and optimizing websites together for more than 15 years and we have produced hundreds of websites over that time. We have evolved in this ever changing environment and are continually learning and executing best practices for our clients. We consider website development and design one of the core strengths and are known for our work in the industry. We feel this level of expertise is necessary to serve our clients because in today s marketing world the website is the central aspect of any marketing campaign the element to which all other tactics point. When beginning a website development project we employ a similar process to other tactical development. We begin with the following 1. Understand the client objectives and evaluate the competitive environment 2. Look at ways to di erentiate our client 3. Provide a great user experience on the Web in order to convert visitors into conversation opportunities. We assess these three areas and conduct discovery meetings with our clients. A website re-development is much like a branding exercise as the client has an opportunity to re-position themselves and evolve their brand. With our brand directives in place we move on to site architecture to include wire framing site SEO art direction and composition of pages. In parallel we are developing the copy content SEO tagwork (o page optimization code) configuring content management (if necessary) and programming the site. When the site is fully populated with copy we begin a series of quality assurance tests. In conjunction with our client we review the site and make necessary changes and adjustments until the site is complete and functioning as desired. Finally once the main site is complete we configure the mobile website version. When it comes to responsive design we recommend the client and the designer find the best design to meet their objectives without adding responsive design as a constraint. If the desired design fits with responsive design that is great and we ve saved a step. If not we will work to develop a separate mobile site and use other CSS files to ensure the site renders properly across other browsers and tablet devices. We ve found that responsive design doesn t always give the best representation on mobile devices and therefore our best practice is to develop a CSS for mobile as that maintains the site s integrity with respect to navigation and content. It is also important to note that immediately before we launch we do a ranking report followed by a launch ranking report and then report again at the four week mark. We do this to ensure we are making improvements in our ranking and if not we optimize. We have three teams in house and we generally execute site updates within 24-48 hours however typically we can respond to simple site updates within four hours. Simple changes include replacing photography changing text and modifying content on existing pages. With more complex updates like major additions to the site we will provide the client with an estimated completion timeframe. SmartTouch programmers use htmL 5 & CSS 3 as these are the World Wide Web consortium standard languages. These are the latest programming languages recommended for use. Our team is also well-versed in php and content management systems such as WordPress Joomla and Drupal. We also partner with some of the top home builder CMS. A well-organized drop box system can work for most clients and with your subscription changes and updates to the system are provided as added value. Alternatively we develop more sophisticated client intranets where we can upload and store digital assets. This allows all managers to have access to approved marketing materials. Additionally we have a partnership with an on-demand printer allowing your remote sales and marketing teams to quickly and cost e ectively get items printed. 40 WEBSITE DESIGN AND CONTENT DEVELOPMENT Website Exhibit 1 The Lakes at Centerra www.lakesatcenterra.com Website Exhibit 2 Monticello Homes www.monticellohomes.com Website Exhibit 3 Sitterle Homes www.sitterlehomes.com Website Exhibit 4 SouthShore www.livesouthshore.com 41 WEBSITE UX OPTIMIZATION With respect to UX optimization our body of work in the homebuilder developer real estate industry has led us to best practices. We know based on past experience what elements your site needs in order to be successful and engage the consumer. At SmartTouch Interactive our approach to Website UX optimization has three components. 1. Wire-frame the site making sure that we have appropriate flow of information and ease of navigation for the end user. 2. We use Google analytics and heat mapping to identify the areas where people spend the most time and where we generate the most clicks. We can then use that data to make adjustments and enhance the user experience as well as the return for the client. 3. Third party research or focus groups. This third element can be done via professional vendors or simply with family and friends providing feedback and recommendations. Or we can coordinate with a research firm to direct a focus group and conduct more detailed surveys. As with all interactive tactics we constantly measure our core metric of website conversions and then optimize to bring down the cost per lead. If at any time we see a problem with conversions we re-visit the KPI s of UX optimization including lead conversions length of time on site and page views. We would also re-visit UX optimization in other circumstances. For example if we add a new widget on the site and the usability is low and we expected it to be high we optimize. Our monthly reporting systems are designed to reveal any weak links so that we may address and correct quickly and e ciently for the client. KPI s of UX optimization include Lead conversions Length of time on site Page views 42 WEBSITE UX OPTIMIZATION UX Exhibit 3 UX Best Practices Sitterle Homes SMARTTOUCH RESPONSIVE DESIGN EXPERIENCE When it comes to responsive design we recommend the client and the designer find the best design to meet their objectives without adding responsive design as a constraint. If the desired design fits with responsive design that is great and we ve saved a step. If not we will work to develop a separate mobile site and use other CSS files to ensure the site renders properly across other browsers and tablet devices. We ve found that responsive design doesn t always give the best representation on mobile devices and therefore our best practice is to develop a CSS for mobile as that maintains the site s integrity with respect to navigation and content. 43 RICH SMART ANALYTICS AND REPORTING We developed both simple and more holistic measurement systems for our clients. This is a core strength of our company. Marketing needs to deliver a return on investment and the only way to clearly illustrate the value is through rich analytics reports. When you combine our proprietary software platform with our deep knowledge in the industry you get unparalleled insights into marketing performance. Ultimately this drives the best possible cost per lead cost per tour and cost per sale metric. That being said we are well versed in the use of analytic solutions and have spent intensive time with new reporting engines made possible via Tableau software and others like it. We are equipped to use any tools your business has selected. In most cases we use a combination of Google Analytics and SmartTouch reports to guide the evaluation of tactics and campaigns. Because we have so much vertical experience in homebuilding and development we have visibility and data points to establish comparable benchmarks. We manage all of our analytics in house and have a certified Google Analytics engineer on the team. We ve chosen Google Analytics because it is the most widely used among the industry. We have always been able to extract the data we need to inform optimization decisions using these tools. Builders and developers that use SmartTouch CRM have a suite of live reports available to them. There are high level reports for executive level team members as well as granular reports for the marketing and sales teams for daily management. We can also develop monthly reports for the client and provide the same information in the same format month over month for easy comparison. Our overall strength in this category is the deep experience we have within the real estate industry. This is a team that has worked with a variety of di erent clients in the home building and development industry for many years. This means we our experience covers vast scenarios in both fast-paced markets and through recessions. We understand how buyer mentality has shifted and we are well-versed in the long sales cycle associated with buying a home. With our clients it is easy for us to apply all of that knowledge into the analytics and deliver insights to improve performance and optimization of your marketing spend. Our analytics reports are based on the sales funnel measuring at all contact points within the funnel. With the SmartTouch CRM platform marketing professionals can track the e ectiveness of campaigns from the first point of contact through the sale. Additionally when we layer one-click preference data obtained from SmartTouch campaigns we have an even deeper understanding of consumer behavior desires and what motivates to action. 44 RICH SMART ANALYTICS AND REPORTING Rich Analytics Exhibit 1 Leads Tours and Transactions Rich Analytics Exhibit 2 Lead Source Report 45 RICH SMART ANALYTICS AND REPORTING Rich Analytics Exhibit 3 Cost Per Lead Report Rich Analytics Exhibit 4 Where to Focus Report 46 RICH SMART ANALYTICS AND REPORTING Rich Analytics Exhibit 5 Lead Scoring Report Rich Analytics Exhibit 6 Sales Funnel Report 47 RICH SMART ANALYTICS AND REPORTING Rich Analytics Exhibit 7 Forecast Revenue Report Sitterle Homes Pipeline Summary Report Jan 1 2015 - Dec 31 2015 Pipeline Summary Report Sales Status Percentage Total Number 3.) Ready to Buy C 40.75 % 130 3.) Ready to Buy B 31.66 % 101 3) Ready to Buy A 27.59 % 88 Total 100 % 319 Search Criteria From 2015-1-1 To 2015-12-31 Show All 48 RICH SMART ANALYTICS AND REPORTING Rich Analytics Exhibit 8 Website Access by Device Type 49 MOBILE EXPERTISE SMARTTOUCH MOBILE MARKETING EXPERTISE In the last year we have produced 50 di erent mobile websites for our clients and we can do this with responsive design if the desired art direction is compatible. Alternatively we can design separate mobile sites and many of our clients choose to go this direction for ultimate ease of use display of information and maintaining brand integrity. We are all connected with our mobile devices and we always want to ensure your website integrity is maintained in that environment. Typically 40% of tra c to builder websites is access via a mobile device. When we go a step further and analyze what the user is looking for we find most often is that people are trying to find you or call you. With that in mind our top priority for your mobile display is driving directions and click to call. We want the end user to quickly obtain directions to the community they want to visit or reach a representative. We also find that users are going to mobile websites when reading an email and clicking through from their phone. At SmartTouch when you create a desktop-designed direct email we also create a mobile CSS design so if a customer opens the email on their phone they get a mobile-friendly version with a direct link to the mobile site. Most of our mobile e orts are integrated with other digital marketing strategies. We have run QR code campaigns and text messaging campaigns with clients and have the capability to develop strategies and execute in this area. However we have found these types of tactics fall below our top 20 when it comes to interactive campaigns. Through our findings we know the main reason for accessing a mobile site is direction or contact information. Our priority is to deliver an easy experience for the end user. Realtors will have similar top objectives but will also be driven to quickly find available inventory in a particular community. We have been able to accomplish these objectives using a mobile website for our clients without the need to develop a separate mobile application. With Google AdWords mobile marketing we can trigger ads based on relevant search terms and the location of the community. One example is to set ad groups that have generic keywords such as new homes for sale and only trigger those ads in an exact location where we expect to have buyers. The other example might be a more global or city-wide campaign where we would include the geographical descriptor such as new homes for sale in Lakeway TX and trigger that ad across the whole city or country if the market profile is conducive to relocation buyers or second home buyers. All of these sites successfully drive clicks to calls or get the user to a directions page with minimal clicks driving conversions from AdWords mobile campaigns. 50 OFFLINE CAPABILITIES Members of the SmartTouch Team have worked collaboratively with builders and developers on their entire marketing strategy including o ine elements such as brand strategy and identity marketing templates corporate brochures signage billboards sales o ce materials flyers print ads video production radio production and media buying. We understand that all pieces whether online or o ine have to relate to one another and provide a cohesive story to the end user. Within the team we have brand strategists designers writers marketing strategists and production directors that can assist in developing and executing all of the o ine elements mentioned in the RFP. There are some situations where we would outsource. For example in radio and video production we would write the scripts and source the talent but outsource the videographer and studios for recording and editing. Additionally we may outsource or partner with media buyers in specific markets. We have found that local media buyers often have stronger local relationships and can leverage better media packages for our clients. Brand Strategy In-house team Brand Identity In-house team Marketing Promotional Templates In-house team Corporate Brochures In-house team Signage and Billboards In-house team Sales O ce Tools In-house team Flyers In-house team Print Ads In-house team Video Production In-house team for script writing storyboards and talent acquisition. Outsource videographers and editing studio. Radio Production In-house team for script development and voice sourcing. Outsource radio studio for recording and editing. Media Buying In-house team can develop media mix and negotiate buys. In some markets we may choose to use a local buyer to leverage local relationships. We have attached a variety of o ine examples from di erent clients to illustrate our diversity in this area. 51 OFFLINE CAPABILITIES Offline Exhibit 1 Kairos Development Flyer 52 OFFLINE CAPABILITIES Offline Exhibit 2 Bentsen Palm & Tres Lagos Rgvision Monthly Ad Offline Exhibit 3 Gardens at Verde Vista Austin Monthly Ad 53 OFFLINE CAPABILITIES Offline Exhibit 4 Sitterle Homes Billboard 54 OFFLINE CAPABILITIES Offline Exhibit 5 Waterloo Estates Print Ad Offline Exhibit 6 Oxford Commons Print Ad OXFORD COMMONS UNCOMMONLY TASTEFUL Only Oxford Commons o ers courtyard and estate homes with elegant French Country designs in the heart of Oxford. Choose from 15 floorplans from 1 701 to 3 192 sq. ft. with fine finishes customizable options and covered patios. In a Master planned village community with shops restaurants new schools walking trails and Malco movie theatre. Less than a mile from The Square new Family Fun Center The Grove and Ole Miss football. Close to everything far from ordinary. That s Oxford Commons. HOMES FROM THE MID 200 s THEOXFORDCOMMONS.COM GUIDE 30 7 HW Y 7N 314 6 AVENT PARK SISK AVE MODEL HOME 112 MULBERRY LANE OXFORD MS 38655 HOME INQUIRIES 662-236-0060 RETAIL INQUIRIES 662-234-4043 OXFORD OXFORD STATE PARK UNIVERSITY OF MISSISSIPPI THE GROVE OLD OXFORD COMMONS UNIVERSITY AVE 6 334 278 MONDAY SATURDAY 10 AM 6 PM SUNDAY 1 PM 6 PM 55 OFFLINE CAPABILITIES Offline Exhibit 7 Gardens at Verde Vista Community Signage 56 OFFLINE CAPABILITIES Offline Exhibit 8 Gardens at Verde Vista Wall Mounts 4 Bedroom 4 Full Baths 2425 sq. ft. THE REGIS 4 Bedroom 4 Full Baths 2582 sq. ft. THE MEDICI 3 Bedroom 3 Full Baths 2806 sq. ft. THE VERSAILLES 1ST FLOOR 2ND FLOOR (optional) 1ST FLOOR 2ND FLOOR (optional) 1ST FLOOR 2ND FLOOR 57 OFFLINE CAPABILITIES Offline Exhibit 9 Tres Lagos New Brand Concept Offline Exhibit 10 Monticello Homes New Brand Concept 58 CONTACT US SmartTouch Interactive is comprised of people who bring energy and experience to their clients. But there is something special that can be developed in a client agency relationship which elevates both sides. The phrase we use is SmartTouch and our clients work together to make the work better. That means we come to the table with a lot of expertise but also with an open mind. We want to fully understand your product your brand and your challenges so we can make the best recommendations for success. The capability we bring is sense of partnership with the desire to produce great work we can all be proud of. When it comes to marketing strategy we can also help with sales team development and the sales environment. FOR QUESTIONS PLEASE CONTACT US AT ANY TIME ROBERT COWES Marketing Services & CRM Software Solutions 512.659.6863 rcowes SmartTouchinteractive.com SMARTTOUCH INTERACTIVE 512.582.5900 4833 Spicewood Springs Road Suite 102 Austin Texas 78759 www.SmartTouchInteractive.com 59 CLIENT REFERENCES Rodney Jordan Sales Manager Sitterle Homes rjordan sitterlehomes.com 210.643.4809 Chris Wales Director of Sales The Preserve at Mayfield Ranch cwales preserveatmayfieldranch.com 512.733.2222 David Blackburn Principal The Blackburn Group dblackburn rjaa.com 662.513.6505 Kim Perry VP of Development McWhinney Group kimp mcwhinney.com 970.776.4055 Scott Michaels Director of Sales & Broker Spanish Oaks scott.michaels spanishoaksrealty.com 512.533.2300 Victor Mendoza Director of Sales Armadillo Homes vmendoza armadillohomes.com 210.662.0066 Jack Bombach Division President Houston Saratoga Homes jack saratoga-homes.com 832.220.5566 Nick Rhodes President Esperanza Homes Rhodes Enterprises Inc. nick mlrhodes.com 830.822.5005 60