Celebration Business Plan Aug 20 Manager

Presentation

1. Celebration Retirement Estate Business Plan - August 2022

2. Agenda ‹#› 01 02 03 1.1 Status 1.2 Availability Current status & availability 2.1. Goals Target / goal 3.1 Organogram 3.2 Riaan tasks 3.3 Rupert tasks 3.4 Gerrit tasks 3.5 Sales team tasks 3.6 Rental team tasks 3.7 Site admin & PR tasks 3.8 Outdoor exposure tasks Infrastructure & task allocation 04 4.1 Marketing offices 4.2 Reception area 4.3 Presentation venues 4.4 Show units 4.5 Workflow 4.6 Important considerations Site setup 05 5.1 Historical - Waterkloof & Celebration stats 5.2 Historical - Waterkloof buyers’ profile 5.3 Conclusion 5.4 Marketing strategy overview Aug - Nov 5.4.1 Aug open weekend 5.4.2 Aug generic sales campaigns 5.4.3 Aug generic rental campaigns Marketing strategy

3. 01 Current Status & availability

4. ‹#› TOTAL NUMBER OF UNITS IN PROJECT Houses Apartments Total Village 1 235 309 544 Village 2 211 221 432 976 1.1 Current status

5. ‹#› Village 1 - Completed Units Total unsold Currently Tenanted Houses 41 19 Apartments 15 15 Village 2 - Completed Units (include show units) Total unsold Currently Tenanted Houses 101 30 Apartments 37 13 Village 2 - Units to be completed Total unsold Currently Tenanted Houses 90 1 Apartments 167 6 1.2 Availability

6. 02 Target / goal

7. 2.1 Goals To reach an average monthly net sales of at least 20 units per month within the next three months, and to grow to 25 net sales per month. To sell out within a maximum of 24 months @ mid 2024. To give preference to completed units in sales To optimise income through rentals ‹#›

8. 03 Infrastructure & task allocation

9. 3.1 Organogram ‹#› Retirement Marketing Riaan Joubert Celebration Development & Marketing Management Rupert la Grange Rentals Andri Andreas Manuel Valentino + CSi Waterkloof Sales & Rental Manager Hanlie Kotze Site Admin & PR Gloria Sales Charl Werner Albert Stefan Bez Natasha Mandi Outdoor Exposure Stephan Alfred Rentals Adriaan + CSi PR & Handovers Carla Sales Annemarie Celine Johan Annelien Jessica Outdoor Exposure Corney Willem

10. 3.2 Riaan tasks Overall Retirement Marketing Management Take ownership of all aspects of marketing and sales Take responsibility of wellness of sales team members Initiate and implement marketing strategy Synergy: Waterkloof and Celebration Synergy: Sales and rentals Training of sales and rentals team together with Rupert and Charl Measure and monitor results of marketing strategy, analyse results and adapt strategy where necessary Measure and monitor marketers’ conversion rates and results Give individual training Adapt work method and technique as necessary Drive to reach sales targets and results by means of: Clear individual targets Daily evaluation of lead management Daily reports on leads and prospects from marketers ‹#›

11. 3.2 Riaan tasks continued. Control of sales and rental stock With Rupert and Charl Ensure synchronisation and synergy with rentals with Rupert Ringfence rental units Weekly monitor of rental demand and availability Market tenanted units to investors Report to Anton and Suzanne on risks, challenges and results Time allocation guideline Wednesday and Friday on site at Celebration Weekly management meetings with Sales team Rupert: Site administration, daily management allocation of rental units Charl: Strategy and leads management Marketing administration (Rupert and Michelle) Maryke + digital team ( in synergy with Waterkloof Marina) Check on results Strategy implementation ‹#›

12. 3.3 Rupert tasks (summary) Development management Manage rental team on site & sales team in absence of Riaan (wellness, work schedule, daily activities – open & close) Manage CSI Rental results together in conjunction with CSI management Manage rental availability on daily basis with Riaan & sales team Manage and monitor daily workflow and lead management on site - rentals & sales (in absence of Riaan) Manage outdoor exposure team together with Riaan Act as link with project management/ handles any marketing-cum-project management issues, for example show house issues, general appearance of site, snaglist issues, buyer complaints, retention list issues. ‹#›

13. 3.4 Charl tasks As senior member of the sales team with extensive sales skills, Charl adds value where the need is largest Implement effective visitor workflow on site with Riaan Sets up monthly work schedule for sales team with Riaan Take strong lead with sales Take strong lead with lead management and conversion Distribute leads to sales team with Werner Daily update of sales & stats boards & daily reporting Give inputs on marketing strategy and material and sign off material with Riaan Drive Property 24 organic strategy on site Create enough facebook organic content with Walther to improve FB exposure Work with Riaan on investor strategy for both Celebration & Waterkloof Work with Riaan on educational video series on all aspects of retiring in a retirement estate Train Celebration and Waterkloof teams on selling to investors with Riaan Compile weekly sales report Compile monthly node report with Riaan Assist Riaan & Rupert with management of outdoor exposure team ‹#›

14. 3.5 Gerrit tasks Manage all project management related issues Create suitable marketing environment for sales and rental team to successfully conduct sales and rentals Oversee all start orders, snags, handovers & retention work Provide marketing with reliable timelines on delivery of units, completion of snags and completion of retention lists Liaise with HOA Protect and nurture the company’s reputation on the Celebration site from a project management point of view to enable successful marketing of the project . ‹#›

15. 3.6 Sales team tasks All marketers should focus on the follow-up and conversion of leads and will have no other tasks outside the marketing office to distract them Charl van Niekerk: as described above Werner : Sales, with Charl: Lead distribution with Charl (two weekend teams) Daily report to Riaan/ Rupert on leads received and issues regarding leads Assistance with individual training of marketers. Stefan Bezuidenhout : Sales, shadowing of marketers and assisting with individual training Albert Elliot : Sales Natasha Goss : Sales Mandi Beukes : Sales All marketers: Assist with monitoring and evaluation of outdoor exposure team ‹#›

16. 3.6 Rental team tasks As per Rupert’s discussion ‹#›

17. 3.7 Gloria: Site admin & PR tasks Compile weekly & monthly marketing reports together with sales team Outdoor exposure administration, payment of flyer droppers, order of boards & marketing material, assist with evaluation of outdoor teams. Contract administration on site Vodacom administration, installation arrangements Handover and desnag appointments for Robin Compile client handover boxes & handover documentation Office purchases/ groceries/ sundries/ petty cash Manage keys & key cupboard Showroom documents Manage cleaners to clean vacant units for marketing ‹#›

18. 3.8 Outdoor exposure team tasks Stephan & Alfred: Recruitment and appointment of suitable flyer droppers Training of flyer droppers Implementation of flyer dropper strategy Implementation of correx board strategy Stock control of flyers and correx boards Report to Riaan & Rupert on results on daily basis ‹#›

19. 04 Site setup

20. 4.1 Marketing offices & show units Sales: Currently nr 428 (3A) -> move to nr 431 (3F) Rentals: 434 (2G) - CAM Rental Office & Rental Reception Project management: 430 (2G) Robin office + Sales Reception Room Show Houses: 2G (nr 432) 3C (nr 447) 3G (nr 433) Propose 3A (428) (Finish & furnish as show house) Propose 3E (nr 292) (move furniture from 431) Show Apartments: 1D (nr 7103) (smaller 1 BR) 1F (nr 7107) (large 1 BR) 2A (nr 7001) (small 2 BR) 2F (nr 7102) (large 2 BR) ‹#›

21. 4.2 Reception area Current Reception Areas at Nr 428 (3A) Nr 430 (2G) Proposal : Beautify “landing area” for visitors & show house gardens where needed If current reception areas proof to be insufficient over busy weekends, s upplement current with 3 x benches & umbrellas next to parking area to create extra space to meet & greet new visitors ‹#›

22. 4.3 Presentation venues/ user experience Revisit marketing material in show houses Improve “user experience” simplify marketing material for visitors to easily understand options A0 - site layout Aerial map in presentation venue Price lists 2D floor plans instead of line drawings Simplify dots/ marks for available units Reduce nr of available units on sales board to create urgency Mark investor units clearly for marketers Continuously monitor availability of types, and as far as possible do not open up phases still to be completed as long as similar completed units are available Beautify entrance & entrance hall to apartment block where show apartments are Beautify hallways to show apartments Consider upgrade of walkway adjacent to wetland & bigger trees in wetland area. ‹#›

23. 4.6 Important considerations Effective reception and welcoming First impression of show house area First impression of show apartments and block First impression of facilities First impression of lifestyle (walking trails, wetland etc.) Visitors’ book (implement double-check/ spot checks) Leads management (daily reports and feed of sales funnel of individual marketers) Telephone skills Sales pitch training Closing Availability (urgency) (don’t make all unsold units available at once - check type availability) ‹#›

24. 05 Marketing Strategy

25. 5.1 Historical: Celebration & Waterkloof stats ‹#›

26. 5.2 Conclusion ‹#› On Celebration’s side conversion on conventional leads was more successful than leads from digital marketing (12% vs 1,7%). Celebrations had fewer conventional leads than Waterkloof but conversion rates were on the same level. (12% vs 12,8%) From 2858 were converted into 49 contracts, while 451 conventional leads were converted into 54 contracts. Conversion on digital leads on Celebration’s side was more than 65% lower than on Waterkloof’s side (1,7% vs 4,9%). Waterkloof was more successful in obtaining digital leads and converted more deals from digital leads Conventional deals normally results in more spontaneous site visitors, while digital leads need a strong lead management and telephone skills to convert them to visitors. The stats may indicate a need to improve lead management and telephone skills.

27. 5.2 Conclusion (continue) ‹#› Waterkloof’s stronger conventional strategy supported the digital strategy and resulted in both more leads from google search results and more conventional leads Digital marketing overall on Waterkloof seems to be more successful.. Reason for the trend need to be investigated and changes need to be made where necessary Strong focus on facebook marketing over the last year on Waterkloof’s side paid off. (Strong focus on lifestyle and organic posts – higher frequency of posts). Same strategy can be implemented at Celebration Strong focus on Prop 24 marketing at Waterkloof with strong organic focus paid off. Same strategy can be implemented at Celebration. A strong referral strategy at Waterkloof paid off (26% conversion of leads). Same strategy can be applied at Celebration

28. 5.4 Marketing strategy overview August - November ‹#› Angle: 50+ Lifestyle Estates (Focus on younger buyers) August September October November Open weekend campaign Generic sales campaign Generic rentals campaign Open weekend strategy as per August but with Pretoria FM instead of GrootFM Will evaluate Mix FM for Jhb and decide on station. Generic sales campaign - As per August. Will update artwork. Generic rentals campaign - As per August Open Weekend stragy Generic sales campaign - As per August. Will update artwork. Generic rentals campaign - As per August Open weekend strategy Generic sales campaign - As per August. Will update artwork. Generic rentals campaign - As per August

29. 5.4.1 August - Open weekend The next open weekend will be held on 27 and 28 August. Combined effort with Waterkloof Marina Combined marketing material designs Paid campaigns cover Pretoria, Midrand, Johannesburg and West Rand Make use of entire current and historical retirement database Marketing mediums include: Flyers Correx Facebook paid and organic Instagram organic Website banners Emails Sms Google responsive ads Television Radio Print media ‹#›

30. 5.4.1 August - Open weekend Flyers: 20 000 flyers @ R19 000 22 flyer droppers for 2 weeks @ R47 060 Laundry @ R1 500 Driver salaries @ R14 130 Food @ R4 400 Vehicles @ R10 000 Fuel @ R12 500 Petty Cash @ R1 000 Hot Spot intersections: Malibongwe Northumberland Beyers Naude Witkoppen Christiaan de wet Hendrik Potgieter Sandton Convention Centre Total R109 590 ‹#›

31. 5.4.1 August - Open weekend Digital Google @ R2 500 Facebook @ R2 500 Web image with promo text change Landing Page Retirenow page banner FB Video 30 sec Emailer x2 (emailer 1 - Eng, emailer 2 - Afri) SMS x 3 Build Up Design | 7 Days | 864 x 1080 (IG) Build Up Design | 3 Days | 864 x 1080 (IG) Build Up Design | Tomorrow | 864 x 1080 (IG) Build Up Design | Today + Time | 864 x 1080 (IG) Build Up Design | 7 Days | 1920x963 (FB/GMB) Build Up Design | 3 Days | 1920x963 (FB/GMB) Build Up Design | Tomorrow | 1920x963 (FB/GMB) Build Up Design | Today + Time | 1920x963 (FB/GMB) On-site interview & live story posts FB single image FB Carousel WhatsApp images Responsive banners - choose 5 images add strip FB & Instagram Carousel (only RetireNow) Total R5 000 ‹#› You are cordially invited to our BIGGEST OPEN WEEKEND yet! Central Developments' two flagship retirement estates, Celebration in Fourways, Johannesburg, and Waterkloof Marina in Waterkloof Ridge, Pretoria, are hosting an open weekend on 27 and 28 August. Win up to R50 000 when attending and buying your dream home on the day.* Come, take a look at what a modern-day, active and healthy retirement looks like: - State-of-of-the-art security - Lifestyle centre - World-class care facilities - Restaurant and coffee shop And so much more... RENTALS are also available from only R8 500 pm. You don’t WANT to retire anywhere else. Click on the Learn More button below to book your viewing or call 08600 755 489. *Ts and Cs apply.

32. 5.4.1 August - Open weekend Flyers: 20 000 flyers @ R19 000 22 flyer droppers for 2 weeks @ R47 060 Laundry @ R1 500 Driver salaries @ R14 130 Food @ R4 400 Vehicles @ R10 000 Fuel @ R12 500 Petty Cash @ R1 000 Hot Spot intersections: Malibongwe Northumberland Beyers Naude Witkoppen Christiaan de wet Hendrik Potgieter Sandton Convention Centre Total R109 590 ‹#›

33. 5.4.1 August - Open weekend Television Groot Ontbyt 2-minute insert promoting the combined open weekend Wed, 24 August Thu, 25 August Fri, 26 August 3x 2min inserts on @ R28 000 Voiceover recording @ R3 000 Total = R31 000 ‹#›

34. 5.4.1 August - Open weekend Radio Groot FM Outside Broadcast from Waterkloof Covers Atteridgeville to Mamelodi and Boekenhoutkloof to Centurion 4-hr OB 15 Promo Recorded (done by show presenter) 15 Promo Live (done by show presenter) 10 Recorded adverts (done by Werner) 8 Mentions on the day 3 x 5min interviews Budget @R38 509.40 (VAT excl.) Mix FM build-up campaign Covers Sandton, Randburg, Fourways, Roodepoort, Parts of Krugersdorp, Pretoria, Centurion, Lenasia, Hartebeespoort 2-week build-up with 27 spots Budget @R35 055.62 (VAT excl.) English and Afrikaans recordings @ R4000 Total R77 565.02 ‹#›

35. 5.4.1 August - Open weekend Print media ‹#›

36. 5.4.1 August - Open weekend Print media ‹#›

37. 5.4.2 August - Generic sales campaigns Facebook - Retirenow - R 2 500 Facebook/Insta - R15 000 Google - Retirenow - R2 500 Google display - R5 000 Google search - R13 000 Google retargeting - R4 000 Property24 - R0 - Organic only Private Property - R0 - Organic only Organic posts boosts - R1 000 Total - R43 000 ‹#›

38. 5.4.2 August - Generic rental campaigns Facebook/Insta - R5 000 Google search - R7 000 Property24 - R0 - Organic only Private Property - R0 - Organic only Total - R12 000 ‹#› Video ad Single image