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THE COMPLETE
REAL ESTATE GUIDE:
Unlock the secrets to real estate development marketing and expand your business opportunities with The Assembly by HANA. Learn how to pitch developers with confidence to build a long-term pipeline of deals.
Testimonial
The Assembly is amazing. Hana shares specific experiences that she's had with various projects, both on a small, large, and International scale.
Testimonial
She's the best in the business. I've sold about a billion dollars of real estate and learned everything that I know about large scale developments from Hana.
THE CONFUSION IS OVER.
DESIGN YOUR OWN PATH ONE LESSON AT A TIME.
We’ve made it easy for you to unlock your full potential without the upfront commitment. Gain invaluable market insights and industry knowledge your competitors don’t have. Designed for the modern day real estate professional, build your own path with The Assembly’s curriculum at your pace, with the modules you need most right now.
LESSON 01
FUNDAMENTALS OF A NEW DEV PITCH
A deep dive into the technical aspects of pitching for new development business: utilizing the Trifecta, a SWOT analysis, and summarizing your success benchmarks in numbers, here’s what to expect, what to prepare for, and a few do’s and don’ts when you’re in front of the developer.
- 15 Minute Video Lesson
- 1 Supplemental PDF Download
LESSON 02
NEW DEV PRODUCT TYPES
A review of the 3 major new development project types and all of the nuances that come with each. The success of a project’s sales program depends on your knowledge – know exactly what you’re selling and be prepared with transaction requirements, sales disclosures, and project-related documents.
- 15 Minute Video Lesson
- 1 Supplemental PDF Download
LESSON 03
EVERYTHING COMMISSIONS, FEES, AND DRAWS
Everything is negotiable: commission structures, draws, cost-sharing, unspoken fees, and overhead expenses. It’s worth your while to think outside of traditional commission splits to come up with creative, yet logical solutions to cover costs and avoid front-loaded financial risks for you and your team.
- 17 Minute Video Lesson
LESSON 04
DESIGN DEVELOPMENT ADVISORY
An insight into design development: as the market expert, it’s important to know when your advice is necessary and appropriate. Always looking through the lens of your market’s needs, design for the real buyer and their needs – not the developer, not for yourself, and not for an aspirational buyer that doesn’t exist.
- 16 Minute Video Lesson
LESSON 05
MAXIMIZING THE BROKER NETWORK
Never underestimate the power of broker relationships. It’s important to grow and maximize your network – harnessing professional relationships in all aspects of this business will create more opportunities for you, and developers will consider the strength of your network when you’re pitching for their projects.
- 14 Minute Video Lesson
LESSON 06
METRICS OF MULTI-UNIT SELLING
Create an actionable step-by-step plan to build a solid foundation for your sales team to understand the marketing strategy and execute as a team. Tracking conversion rates, dollars spent, and inventory absorption is just the beginning. Identify diverse sales funnels, increase your ROI, and avoid a lopsided building.
- 16 Minute Video Lesson
LESSON 07
MARKET RESONANCE AND CREATING URGENCY
An effective tool in every industry, but mandatory in real estate: the multi-pronged factors of creating urgency. Leverage your project’s inventory to take advantage of opportunities to fill the void in the market, and release early units with an opportunity to increase pricing throughout your sales program.
- 8 Minute Video Lesson
LESSON 08
IDENTIFYING THE TARGET DEMOGRAPHIC
Dissecting the nuances of identifying your target demographic isn’t learned overnight. It’s not just about identifying who – it’s about recognizing why and what attracts certain buyers to your project. By shifting the focus to the buyers’ needs, creating a program to service them becomes much easier.
- 14 Minute Video Lesson
LESSON 09
CREATING THE NARRATIVE & STORYTELLING
Create the most powerful narratives by integrating the magic of storytelling. By listening, observing, and adapting your demonstration methods to mirror your audience, curate a sales journey specific to each buyers’ needs and make them the greatest protagonist in your storytelling.
- 12 Minute Video Lesson
LESSON 10
MASTERING RFPS FROM BOTH SIDES
An overview of the core components of a formal Request for Proposal and all the details of receiving, responding, issuing, and managing an RFP. This is the most efficient way to understand exactly what you’re getting into, and asking for exactly what you need – don’t take this endeavor lightly.
- 17 Minute Video Lesson
- 1 Supplemental PDF Download
LESSON 11
THE MARKETING COLLATERAL SUITE
Creating an effective suite of marketing collateral isn’t just about pretty pictures. Emotionally captivating marketing tools should demonstrate a project’s brand values while highlighting the technical details. The best marketing tools feature and position your project for success while resonating with each buyer.
- 14 Minute Video Lesson
LESSON 12
RPA VS. PSA
Traditional RPAs are nonexistent in the world of new development. Between long-form purchase agreements, public reports, and developer disclosures, it’s your responsibility to to understand the differences and technicalities of a developer’s contract and its general terms and conditions.
- 18 Minute Video Lesson
- 1 Supplemental PDF Download
LESSON 13
BUILDING THE DREAM TEAM
Building the most powerful sales team to take a project from the play-offs to the championships means you’ve covered all the bases and you’re firing on all cylinders, all the time. By understanding your project’s needs and catering to your target demographic, build a team that can come together and move as a single unit.
- 15 Minute Video Lesson
LESSON 14
THE SCIENCE OF REPORTING
Reporting isn’t just about numbers. It’s about dealing with relationships between variables, and using that information to better understand your objectives. Streamline reporting efforts to create and review sales reports with your entire team – this data quantifies your ability to problem solve quickly and efficiently.
- 18 Minute Video Lesson
- 1 Supplemental PDF Download
LESSON 15
THE VALUE OF SERVICES & AMENITIES
Value is relative: compare and contrast how buyers create value for services and amenities based on location, quality, and market demand. The appropriate combination of services, amenities, and programming comes down to the target demographic – premium value doesn’t exist if nobody wants it.
- 12 Minute Video Lesson
LESSON 16
URBAN MARKET & RESORT TRENDS
A look at the most in-demand urban and resort real estate trends to best position your projects in your local market. From sustainability and wellness, to service and technology, stay ahead of the industry curve. You don’t have to be an expert, but be aware of market trends that affect buying trends.
- 17 Minute Video Lesson
LESSON 17
FANNIE MAE & NEW CONSTRUCTION FINANCING
The complexities of new development financing: Fannie Mae guidelines, PERS approval, and conventional mortgage programs to accommodate a wide range of buyers. From presale requirements and closing restrictions, being well-informed on this subject will set you apart from the competition.
- 4 Minute Video Lesson
- 1 Supplemental PDF Download
LESSON 18
PRICING & INVENTORY RELEASE STRATEGY
Building a dynamic pricing strategy for new development projects is multifaceted. It’s not just about the right prices – from market demand, baseline pricing, and price categories, creating a strategic pricing model and properly managing inventory is an essential part of a project’s success.
- 11 Minute Video Lesson
- 1 Supplemental PDF Download
LESSON 19
AN IMMERSIVE SALES GALLERY EXPERIENCE
Create a sales gallery that allows buyers to step into a space reflecting the ambiance and aesthetic of a project to connect with the property on a personal level. From technical details to creative endeavors and engaging each of the human senses, the smallest details can make the most impactful difference.
- 13 Minute Video Lesson
LESSON 20
EVERYTHING ABOUT MARKETING BUDGETS
Bigger isn’t always better. The greatest misconception about new development marketing budgets is that a larger budget will guarantee more success. Evaluate your project to build an appropriate budget hyper-focused on conversions, and utilize resources to manage monies through sellout.
- 20 Minute Video Lesson
- 1 Supplemental PDF Download
LESSON 21
BOOT CAMP
Designed to train, educate, and empower a project’s sales team, Boot Camp combines everything you’ve covered to date – including project information, marketing strategies, and tactical tools – to prepare your team for success. From macro to micro, it’s time to put the dream team on the court.
- 23 Minute Video Lesson
- 1 Supplemental PDF Download
MEET
HANA CHA
Hana has been part of over $4 billion in new development projects across the Americas. An industry-leading strategist, Hana’s fierce determination and relentless hustle quickly established her among the region’s most accomplished real estate executives. She has earned an extraordinary depth of experience in all facets of new development marketing, sales, and operations, including rebranding, relaunching, and reinvigorating stalled projects has made her the trusted partner of top real estate developers and investors on over 30+ notable urban and resort properties across the Americas.
Join me in redefining excellence in real estate.
Testimonial
Hana is a force in the new development marketplace, whether you're a developer or an agent, she is someone you need to know. The Assembly will inspire agents to be their best.
Testimonial
We owe much of the success to Hana’s tireless leadership, creative negotiating tactics, and constantly evolving sales strategies to deliver record-breaking sales.
Testimonial
Not have I only benefited from working with Hana for over 10 years, but all of my current staff was trained by her at The Agency, so I believe very strongly in her ability to understand the business and teach people how to succeed in it.
WHO IS THE ASSEMBLY FOR?
Designed for the modern day real estate professional of all backgrounds:
01/ CURIOUS BEGINNERS IN REAL ESTATE:
If you’re interested in getting into this industry, The Assembly gives you a dynamic perspective of all the different facets of this business – and it’s not exclusive to new development. You get a comprehensive overview of all the technical mechanics, marketing strategies, and different approaches to sales that are relevant to any sort of real estate business.
02/ REAL ESTATE AGENTS GOING PRO:
If you’re a licensed real estate agent – whether brand new in the industry, or a seasoned veteran, this program introduces you to the unspoken niche of new development projects. Knowing how traditional single-family and multi-unit buildings or master plan communities differ in all aspects of pitching, marketing, and selling will give you the competitive edge in today’s market.
03/ BEHIND-THE-SCENES
REAL ESTATE PROFESSIONALS:
If you’re a project manager or work within an administrative silo of this business, The Assembly will accelerate your career trajectory tenfold. You’ll no longer be the one pushing papers because you’ll have knowledge and insight to pivot your role as the expert, guiding developers through the necessary steps to optimize their projects and maximize their profits.
04/ REAL ESTATE DISRUPTORS
REDEFINING EXCELLENCE:
The Assembly isn’t just about the mechanics of development marketing and sales. Knowledge is power, and knowledge is what will separate you from the rest. Reach your full professional potential to do better, be greater, and rise above the rest. Leverage your skills and experience to flip the industry’s paradigm on its head.
WHY THIS COURSE EXISTS
Development marketing is dynamic and competitive. Success in this field requires access to real experiences, unspoken nuances, and real-world information. The Assembly gives you that access.
I break it all down and walk you through the essential pieces, players, and variables of this game. This information does not exist anywhere else. Don’t believe me? Go search all you want and let me know how that goes.
THE ASSEMBLY
CURRICULUM OVERVIEW
Value creation and dynamic strategies aren’t made overnight. It’s the culmination of hard-learned lessons, failures, and success that build a solid foundation. Each lesson builds on the last so you work through some of the technicalities before we start to sprinkle in all the fun stuff.Â
THE NOVICE KIT
(Lessons 01-07)
| 01 / Fundamentals of a New Dev Pitch |
| 02 / New Development Product Types |
| 03 / Everything Commissions, Fees, & Draws |
| 04 / Design Development Advisory |
| 05 / Maximizing the Broker Network |
| 06 / Metrics of Multi-Unit Selling |
| 07 / Market Resonance & Creating Urgency |
We will guide you through every step of the way. The Novice Kit lays out the essential pieces of new development marketing and sales so you can start to build a solid foundation.
Whether you’re just starting out or expanding your business, sessions 01-07 will take you through different product types, deal structures, and how to pitch developers for new projects.
Novice Kit 01-07
Early Registration $1,400 $1,099
THE APPRENTICE KIT
(Lessons 01-14)
| 08 / Identifying the Target Demographic |
| 09 / Creating the Narrative & Storytelling |
| 10 / Mastering RFP’s from Both Sides |
| 11 / The Marketing Collateral Suite |
| 12 / RPA vs. PSA |
| 13 / Building the Dream Team |
| 14 / The Science of Reporting |
With a solid foundation, it’s time to start framing your business. The Apprentice Kit gives you the tools to prepare your new development project for success.
From identifying your target demographic, mastering developer contracts, and building a strategic team for effective conversion rates, sessions 08-14 will take your project to the next level.
Apprentice Kit 01-14
Early Registration $3,500 $2,449
THE EXPERT KIT
(Lessons 01-21)
| 15 / The Value of Services & Amenities |
| 16 / Urban Market & Resort Trends |
| 17 / Fannie Mae & New Construction Financing |
| 18 / Pricing & Inventory Release Strategy |
| 19 / An Immersive Sales Experience |
| 20 / Everything about Marketing Budgets |
| 21 / Project Boot Camp |
Now that your business and project is built for success, it’s time to sell. The Expert Kit details the steps to prepare your project for launch to execute with greatness.
By understanding value creation, dynamic strategies, and elevating the real estate experience, sessions 15-21 gives you the competitive edge to become a leader in your market.
Expert Kit 01-21
Early Registration $7,000 $3,999
READY TO GROW YOUR REAL ESTATE BUSINESS?
Start your journey today.
Sign up Industry Insights to get our SWOT Analysis template from Lesson 01.
