Experience

Ultimate New Home Sales & Marketing, Inc.

• United States
• Real Estate
• 1 - 100 Employee

• DIRECTOR OF FORWARD PLANNING

  • 2014 - Present

  •Compile market studies and pricing/product studies for UNHS clients in Orange, Los Angeles, San Bernardino, and Riverside Counties. Provide pricing and/or product and feature recommendations and projected sales absorption for both attached and detached new homes in large development sites and in-fill sites along with an analysis of the resale markets and demographics.•Provide competitor data sheets listing features, tax rate, HOA, lot size, opening date and recent sales absorption rate and life of project rate. Provide graphs showing competitors’ price positioning.•Provide recommendations for pricing/premiums for new phase releases.•Update quarterly market graphs and analyze low sales volume communities recommending sales/marketing/advertising/pricing strategies to increase sales absorption.

• Vice President of Market Research

  • Sep 2013 - Present

  • Provide Market Studies, Price Studies, Price Updates, buyer profiles, sales absorption rates, feature recommendations for new home builders. Studies include New Home, resale and demographic research• Research resale markets, providing Resale Graphs showing best resale values by zip code, and comparing to new home values.• Spot growth trends, analyze in-fill sites throughout LA and Orange Counties & IE• Familiar with land use and determining land residual values• Coordinate with clients, architects, legal counsel, brokers and consultants to provide documentation for costs for Proformas on new home builders’ properties.• Obtain aerial photos, maps and exhibits and put into report format. • Provide sales/marketing/advertising strategies & pricing to increase sales• Familiar with utilizing MLS for studies and listings.



Sales Advantage Group, Inc.

• REO Manager

  • 2008 - 2014

  •Provided recommended pricing for all REO homes •Provided monthly status reports•Provided escrow coordination with lenders, escrow, Fannie Mae, buyers. Oversaw closings and documentation and repairs required. •Provided recommended pricing for all REO homes •Provided monthly status reports•Provided escrow coordination with lenders, escrow, Fannie Mae, buyers. Oversaw closings and documentation and repairs required.



Ultimate New Home Sales & Marketing, Inc.

• United States
• Real Estate
• 1 - 100 Employee

• DIRECTOR OF MARKET RESEARCH

  • 2003 - 2008

  •Compiled market studies and pricing/product/feature recommendations for UNHS clients in Orange, Los Angeles, San Bernardino, and Riverside Counties. Provided studies for both attached and detached new homes in large development sites and in-fill sites along with an analysis of the pertinent resale markets and demographics.•Initiated pricing recommendations with corresponding weekly sales absorption rates.•Provided competitor data sheets listing features, tax rate, HOA, lot size, opening date and recent sales absorption rate and life of project rate.•Reviewed low sales volume neighborhoods and provided written analysis of their market conditions including competitors’ features, pricing and sales absorption rates, resale market conditions and included recommended sales/marketing and pricing strategies to achieve .50 to 1.00/week sales absorption



K. Hovnanian® Homes

• United States
• Real Estate
• 700 & Above Employee

• Director Market Research

  • 1998 - 2003

  Director of Market Research – Corporate Division – Ontario, CA•Provided market studies and pricing/product/feature recommendations for new communities in Orange, Riverside, San Diego, San Bernardino, Los Angeles and Sacramento Counties and Arizona and Nevada. •Covered 40 markets in Northern and Southern California and Arizona and provided quarterly market updates on competition. Trained & managed personnel to assist in Northern and Southern California updates which included graphs and short analysis. Results: Sales rates of 2.00/wk. or better resulting in total sales deliveries of $281 million in 1999, $328 million in 2000, $482 million in 2001 and $680 million in 2002.•Recommended product/ pricing strategies, sales absorption and budgets for existing land in San Jacinto not previously built resulting in $70 million in gross sales volume.•Recommended a revised pricing structure and revised Mello Roos structure for community in Corona resulting in substantial increase in gross profit above original Proforma.•Reviewed low sales volume neighborhoods analyzing buyer profile, competition and market and recommended sales/marketing and pricing strategies.



Centex Homes

• United States
• Real Estate
• 700 & Above Employee

• MARKETING MANAGER

  • 1993 - 1998

  Marketing Director (1993-1998)•Provided quarterly updates of up to 15 markets containing Centex communities. Achieved a 1.00/wk. minimum sales absorption in recessionary times by analyzing market in depth, recommending incentives/pricing/product type and innovative sales/ marketing strategies. •Directed advertising and PR campaigns. Identified buyer profile, provided to ad agencies, ad production subcontractors and PR subcontractors. Assisted in formulating ad programs, PR story lines and campaigns. Assisted in design of a state wide broker program and highly successful referral campaign.•Planned marketing events for grand openings, corporate personnel and city personnel including Mayor, Planning, Public Works and Building Departments. Initiated sales and marketing budgets that were .5% of total sales volume as compared to industry standard of 1% by utilizing independent subcontractors for advertising/PR, model and sales office design, fabrication and furnishings, and landscape design and installation. Savings approx. $10 million.•Handled model maintenance, model and sales office merchandising. Helped design logo and colors based on buyer profile for community and collateral materials. Reviewed and approved all marketing materials including brochures, price sheets, and broker materials..