Issue link: https://read.dmtmag.com/i/100911
they should live in your community instead of the one down the road. You need to tell them how their lives will be better and their lifestyle enhanced when they live in your home instead of your competitors. At the end of this article you���ll find a link to download several useful resources, including an Attraction Plan Worksheet listing 10 questions for you to answer to achieve clarity and better resolution in your marketing and branding messages. Initially, you should spend several hours developing the answers to these questions, and then make this a continual work in progress until you see you���ve ���arrived��� at a message that resonates with your audience. When you have that message clarified, broadcast it. That singular statement should be the first thing people see when they click on your website, see your Facebook page, or read the salutation on your email. It should be the tag line on your signage and your advertising, and should encompass what your current residents and homebuyers will say when they talk about you with their friends. If you take the time to do this one thing ��� understand, clarify and promote your singular branding message ��� then you���ll see a marked increase in new business and in the satisfaction level of your customers. Your message sets their expectations and gives you a definitive yardstick with which to measure your service. III. Resolution = Conclude; fix Be resolved this year to fix whatever isn���t working in your company. If you���re a business owner or manager, you need to be able to analyze what���s working and what���s not with regard to your marketing, sales process, personnel ��� even in your management style. TV���s Dr. Phil asks his guests to explain what they do, and then he asks, ���How���s that working for you?��� In other words, are your actions bringing you the results you need? We all have areas of conflict in our businesses and our lives that need to be resolved. And we tend to only deal with them when they begin to fester ��� when the pain of inaction is greater than the pain of change. But addressing and resolving these issues frees us to focus on the more important tasks of strategically planning and growing our businesses and revenue. If you���ve read this far��� Then I���d like to offer you some tools and resources that I feel will help you achieve resolution in your business, including a free, no-obligation 30-minute consultation on either your processes, marketing message or website evaluation. Please go to http://sellingmorehomesmedia.com/mhi for details. T J Scott Stroud helps manufacturers, retailers and communities better tell their story and communicate their benefits to buyers. He is the co-founder of BuilderRadio.com and Q3 Marketing, consults and advises on sales, marketing automation & technology, nurturing programs and social media, and offers sales and marketing coaching through The Selling More Homes Academy. Contact Scott at sstroud@builderradio.com, or call 606-677-0447. Beech Street Capital Closes $8.6 Million Fannie Mae Loan Beech Street Capital, LLC announced today that it closed an $8.6 million Fannie Mae DUS loan for the refinance of Santiago Estates and Granada Estates, two manufactured housing communities that are operated together as one property, located in Springfield, Oregon. The transaction was originated by Damon Reed, vice president based out of Beech Street���s Birmingham, Alabama office. The loan was originally financed by Reed in 2003 through Fannie Mae. The borrower is a long-time client of Reed���s having closed over $250 million since 1998 and this is their third transaction with Beech Street. The previous transactions were MHC acquisitions that closed in 2011. Santiago Estates is a 55+ age-restricted community and Granada Estates is an all-age community. Together, they total 250 spaces. The properties are four-star MHCs built in 1974 and are both 100 percent occupied. They are located along the main thoroughfare through Springfield, Interstate 5, and within minutes of the city of Eugene. All homes are professionally skirted and have two spaces for off street parking. Amenities include an on-site leasing office/clubhouse, fitness room with saunas and spa, billiards room, two swimming pools, tennis courts, basketball court, playground and a secured RV storage area. The fixed-rate loan has a 10-year term with five years of interest-only, followed by a 30-year amortization schedule. Beech Street Capital, LLC is a mortgage banking company engaged in originating, underwriting, closing, and servicing high-quality multifamily mortgage loans for existing and proposed apartment buildings and manufactured home communities throughout the United States. For more information visit www.beechstcap.com No. 15 on Get It Quick Page JANUARY 2013 25 THE JOURNAL