Father and Son Take Two Top Honors at NJBA’s SAM Awards
April 2016: It was a proud night in Atlantic City for Leslie and Zachary Newlands, Sales Associates for CB New Homes, one of the leading sales and marketing organizations in the tri-state area homebuilding industry. The father and son were each honored with one of the evening’s top accolades at the 2016 SAM (Sales and Marketing) Awards ceremony, held March 31st in Atlantic City. Father Les Newlands was named Sales/Leasing Manager of the Year, while son Zach Newlands was named Rookie of the Year. The SAM Awards are presented every year by the New Jersey Builders Association (NJBA) to honor the industry’s most creative and successful sales and marketing initiatives within the state of New Jersey.
Winner of the 2014 NAHB and NJBA Sales Person of the Year awards, Les Newlands excelled in 2015 as Sales Manager responsible for the continued success of James Place in Morris Township, the 2014 NJBA Community of the Year, and for the successful introduction of and leasing at 221 Bergen in Harrison. Remarkably, in 2015, with a team of only two people, Les oversaw production of $28M across 41 contracts at James Place and $1.09M annual rental revenue across 45 leases at 221 Bergen.
At James Place, Les continued the “appointment only” sales strategy that yielded such tremendous success in 2014 for the age-targeted townhome community. As prime locations went under construction in 2015, he aggressively raised prices up to 20% across remaining units. There have been no concessions and only five units remain.
Concurrently, as Leasing Manager for the new 221 Bergen rental community, Les was responsible for managing the leasing staff and leasing process, while also developing and honing a compelling leasing strategy and presentation. Facing the simultaneous launch of over 500 units of brand-new competitive product within walking distance of 221 Bergen, Les identified the project’s unique selling propositions against the competition, molding them into a tight, well thought-out message. As a result, 25% of the community was pre-leased before the Certificate of Occupancy was granted and 50% was leased up in the first two months, far exceeding the pro forma.
Meanwhile, Les’ son Zach Newlands was making an equally impressive mark at 221 Bergen. In his first foray into residential real estate leasing, Zach achieved a 35% conversion rate on prospects seen to leases written, nearly tripling the national conversion ratio for rental communities and exceeded his leasing goals by 145%. This resulted in the new community being on track to full lease-up in two-thirds of the time originally pro-forma’d. Zach’s pre-leases prior to the building’s certification for occupancy were impressive with 25% of units pre-leased, representing $843K annually. Early on in the leasing process, he also identified undervalued product lines and recommended monthly rent increases, which were successfully implemented with no negative impact on lease-up rate.
David Schoner, CB New Homes’ Vice-President, commented on the achievements by the father-son team. “What a terrific success story – and what a wonderful human-interest story at the same time,” Schoner said. “These two men are not only true professionals who are stellar at what they do, but they’re genuinely good guys and dear friends, so we couldn’t be happier or more proud of their accomplishments. Les has been an integral part of our team of sales and marketing professionals and he has a remarkable track record. To succeed so impressively at not one, but two key communities, is simply unparalleled. What he accomplished this past year at James Place alone is nothing short of extraordinary. We faced some challenging market conditions with this community. But in spite of this, Les was able to exceed the builder’s expectations for sales pace and revenue.
“Meanwhile, over in Harrison, Les spent hours roleplaying and doing situation analysis with our leasing staff before the community even opened, which helped to guarantee its success. He was always present as an ‘appeal to authority’ to close a lease, if needed. Despite some real challenges and strong competition for this community, 221 Bergen has been a dramatic success, thanks to his efforts and leadership. We’re now 80% leased in just five months, which is remarkable.
“That success wouldn’t have happened without Zach Newlands, either. What a great addition he has been to our CB and 221 Bergen teams! He may be a rookie, but you wouldn’t know it. Zach was able to carefully vet and qualify prospects and successfully close them by creating urgency and selling the community’s lifestyle, value and unique amenities. His enthusiasm, poise, and consultative selling approach are impressive, and he provided excellent customer care throughout the leasing and move-in process. So many tenants told us that Zach was a key reason why they chose 221 Bergen over competitors. Consequently, he was able to exceed the builder’s expectations for lease-up and revenue. That’s the definition of the ideal Leasing Consultant and the hallmark of Zach’s performance.”
As a division of Coldwell Banker Residential Brokerage, the oldest, most established residential real estate company in North America, CB New Homes provides a comprehensive suite of services for homebuilders that includes research, product development, and sales and marketing. Product development services include design charrettes, focus groups, and architectural reviews. Sales and marketing services include sales training, as well as staffing, management and coordination of all components of a community’s marketing program. This includes interior design, graphic design, photography, publicity, as well as print and social media. The firm has won many prestigious national, state and local awards for its clients, including four consecutive SAM awards (2011-2014) for “Best Marketing Strategy” and last year’s prestigious award for “Best Innovation in Marketing Strategy” by the National Association of Home Builders (NAHB).
To learn more about the innovative, award-winning approach of CB New Homes, and its current available properties, visit www.cbnewhomes.com. Builders are also encouraged to call David Schoner for a consultation to see how the firm can make a difference in the success of their new home or apartment project. Call 973-407-5460, or email firstname.lastname@example.org.
Coldwell Banker Residential Brokerage in New Jersey and Rockland County, New York, a leading residential real estate brokerage company, operates 58 offices with more than 3,000 sales associates serving all communities from Rockland County, N.Y. to Monmouth County, New Jersey. Coldwell Banker Residential Brokerage in New Jersey and Rockland County, N.Y. is part of NRT LLC, the nation’s largest residential real estate brokerage company. Visit www.coldwellbankermoves.com for more information.