gtm_report

6.2 Channels

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Marlowe Yard
Sales & Absorption
How every home finds its buyer.
Sales Strategy On-site gallery, broker network, targeted marketing
Channel 1 On-site sales gallery and show home open from month three
Channel 2 Denver luxury brokerage network, every listing agent a source of buyers
Channel 3 Search and social campaigns aimed at move-down and professional buyers
Sales Funnel Inquiry to gallery visit to reservation to closing
Per-Home Economics Sales and marketing runs $30,100 per home against $392,000 of profit per home
Buyer Demand On-site gallery, broker reach, buyer referrals Qualified buyers from Denver's deepest luxury-residential broker network
On-site sales gallery Show home and sales gallery on the corner, open from month three
Brokerage network Listing agents across RiNo, LoHi and Cherry Creek bring qualified buyers
Search and listing portals Zillow, Redfin and paid search for RiNo new-construction condos
Paid social and retargeting Reaching in-market buyers who viewed the gallery or the listing pages
Referral partners Mortgage lenders, relocation firms, wealth advisors and local employers
Gallery, brokers and referrals fill the reservation book Denver metro added roughly 12,000 residents a year over the past decade, and new for-sale supply in RiNo runs well below rental completions, so absorption of premium condo product stays tight (US Census Bureau and CoStar, 2025).
Sales Delivery Phased releases, priority reservations, broker co-op A phased release plan holds pricing firm and keeps demand steady
Phased releases Homes released in tranches so pricing rises with each phase
Priority reservation list A registered-interest list built before launch seeds first-phase sales
Broker co-op program A 2.5% co-op fee brings the full Denver brokerage community to the table
Gallery walk-ins The on-site gallery captures neighborhood and drive-by interest directly
Finishes and upgrades Buyer-selected finish packages lift both the sale price and commitment
Releases, the interest list and broker co-op fill the reservation book The interest list already holds more than 300 registered names against 48 homes, and the phased release plan targets 55 percent of the scheme reserved before completion.
Sales Delivery Strategy Interest-list seeded, broker-fed, gallery-amplified
Channel 1 Priority interest list as the first-phase reservation source
Channel 2 Broker co-op network for reach across Denver
Channel 3 Gallery walk-ins at low marginal marketing cost
Key Metrics Reservations taken, deposit conversion, days to contract, cancellation rate
Delivery Strategy Interest list first, then the broker network, then gallery and digital at scale
Buyer Segments Three buyers, three reasons to move, one address
The move-down owner
Demographics Age 55 to 70, selling a larger suburban home, household net worth above $3M Motivation Wants lock-and-leave city living near culture and transit, budget $1.2M to $2M Discovery Broker referral, gallery visit, search, word of mouth Priorities Quality of finish, low maintenance, location Budget A $1.35M two-bed or a $1.95M three-bed
The high-earning professional
Demographics Age 35 to 50, dual income above $400k, in finance, tech or medicine Motivation Wants to own rather than rent, close to work and the RiNo scene Discovery Search portals, paid social, gallery, employer relocation Priorities Design, amenity, walkability Budget An $820k one-bed or a $1.35M two-bed
The penthouse and pied-a-terre buyer
Demographics Age 45 to 70, second home or in-town base, buys with cash Motivation Wants the best home in the building with a private terrace and views Discovery Broker referral, private preview, peer referral, gallery Priorities Privacy, top-floor finish, secure parking Budget A $2.75M penthouse
Channels & PartnersOn-site gallery, broker co-op, community presence
DirectOn-site sales team and private previews for registered buyers
BrokerBrokerage co-op, lenders and relocation partner referrals
CommunityNeighborhood events, gallery openings and design showcases
Channel StrategyBroker co-op 40 to 50%, direct gallery 25 to 35%, referral 10 to 20%, digital 5 to 10%
Strategic PartnersMortgage lenders, relocation firms, wealth advisors, closing attorneys and local employers
Sales KPIs & Absorption 26 homes reserved by completion, full sell-out by month 33
Absorption KPIs
Reservation Pace About 1.5 homes reserved per month at steady pace
Cumulative Sales 26 homes reserved by month 24, all 48 sold by month 33
Price Growth Phased price increases of 3 to 5% per release as absorption builds
Per-Home Economics
Marketing per Home $30,100 sales and marketing per home
Profit per Home $392,000 development profit per home
Profit : Marketing 13:1 profit to marketing spend
Recovery Recovered on the first close
Product For-sale condos across four unit types
Price Points $820k, $1.35M, $1.95M and $2.75M price points
Margin 26.1% margin on GDV, 35.3% on cost
Break-Even Senior debt repaid after 22 homes close
Key Takeaway A pre-launch interest list and on-site gallery converted into reservations
Marketing Cost per Home $30,100
Profit per Home $392,000
Profit to Marketing 13 : 1
By Completion 26 homes reserved by completion, 55 percent of the scheme pre-sold, driven by the interest list, on-site gallery and broker co-op at low marginal cost