Scope of Work

Mountain View Commons
Marketing Proposal

Prepared by Websquire
Client Mountain View Commons
Date February 2026
Status Draft for Review
Strategic Marketing Plan

A full-funnel system built to sell flex units to the right buyers.

Mountain View Commons has a compelling product, a model unit, and real urgency with Phase 2 pricing before Phase 3 increases hit. What's been missing is a system that gets the right message in front of the right people and closes the loop between a lead and a walk-in. That's what this plan builds.

~5,000sf
Per Unit
Three Floors
~$200/ft
Shell Price
~$450/ft Built Out
4
Distinct
Buyer Personas
5–6
Target Walk-Ins
Per Week
01
Situation

Where things stand — and what changes.

◎

The Model Unit Changes Everything

Previous campaigns underperformed because buyers couldn't visualize the product. The model unit — man cave, garage, finished living space — removes that barrier. Every channel we build leads to experiencing it in person.

Key Unlock
◎

No Conversion Infrastructure

Past agencies generated leads but had no system for follow-up. Leads go cold fast without immediate response. We build automated CRM follow-up so every lead gets a touchpoint within 60 seconds.

Priority Fix
◎

Website Not Built for Paid Traffic

The current Squarespace site is a brochure. Paid traffic needs dedicated landing pages built for conversion — specific to each buyer persona with a clear CTA and proper tracking. Multiple domains (mtnviewcommonsut.com, mountainviewcommonshc.com, mtnviewcommons.com) are also diluting search authority and should be consolidated.

Phase 1
◎

Google Business Profile Unclaimed

The GBP is unclaimed, has zero reviews, no website linked, and an inaccurate description. This is free visibility being left on the table and needs to be fixed before any paid campaigns run.

Quick Win
02
Audiences

Four distinct buyers. Four different messages.

Persona 01

The Toy Storage Buyer

RV owners, boat owners, car collectors, and snowmobile enthusiasts within 100 miles of Salt Lake City. They have a concrete, immediate problem — where do their toys go in the off-season? MVC solves it with 18-foot ceilings, 14-foot pull-through garage doors, and usable living and office space above.

Google Search Direct Mail Meta
Persona 02

The Lifestyle / Second Home Buyer

Affluent buyers already in Red Ledges, Tuhaye, or the Park City corridor who want a flex space near their second home — for guests, toys, or a mountain office. Minutes from the Heber Valley private airport, 15 minutes to Deer Valley, and adjacent to the new Marcella Club golf course. Nightly rental zoning adds an income offset angle.

Direct Mail Magazine Google Search
Persona 03

The Business Owner / Commercial Buyer

Cabinet showrooms, appliance dealers, specialty contractors, and boutique operators looking for commercial ground floor space with flexibility above. A longer sales cycle but high-value buyers who understand the investment.

Google Search Cold Email CPA Referral
Persona 04

The Tax-Motivated Investor

High net worth individuals ($50M+) motivated by 1031 exchanges, depreciation benefits, and wealth storage. CPAs, financial advisors, and estate attorneys in Utah, Nevada, and California are the gatekeepers — they refer, the client buys.

CPA Outreach Cold Email Magazine
03
Foundation

Built before a dollar of ad spend goes out.

01 Landing Pages Week 1–2 +
Dedicated landing page for the lifestyle/toy storage buyer — leads with the model unit, storage angle, and Phase 2 pricing urgency ("Phase 3 pricing increasing ~12% — secure Phase 2 now")
Separate landing page for the CPA/professional referral angle — investment framing, 1031 language, and a different CTA
Conversion tracking and Google Tag Manager configured across all pages
Offline conversion feedback loop set up to report quality leads back to Google
02 CRM & Lead Automation Week 1–2 +
CRM setup with pipelines for each buyer type — replaces the current Google Sheets process
Dedicated marketing phone number with call tracking and recording — every inbound call attributed to the source channel
Automated SMS sent within 60 seconds of any lead form submission or call from a dedicated marketing number
Automated email follow-up sequence over 7 days for non-responders
Import of existing 200–300 contacts into a warm nurture sequence immediately
Sales team trained on pipeline and lead handling inside the CRM
03 Google Business Profile Week 1 +
Claim and verify the GBP listing — currently unclaimed and showing "Own this business?"
Rewrite business description to accurately reflect the product and target buyer — the current description references yoga studios and interior design, which is completely off-brand
Upload model unit interior photography across all rooms
Add website, business hours, and correct categories (real estate developer, commercial real estate)
Launch review acquisition campaign to existing buyers — target 5+ reviews before paid traffic runs
04 Model Unit Video Asset Week 1–3 +
Professional walkthrough video of the model unit — this is the centerpiece creative asset for every channel
Key shots: garage doors opening with a vehicle inside, man cave setup, finished upstairs living space, mountain views, exterior drone footage
This video feeds Google display, Meta ads, the landing page hero, and the CPA leave-behind PDF
Short-form cuts created for social use (30s, 15s)
04
Channels

Right message. Right person. Right channel.

① Google Search Ads Primary Channel +
High-intent keyword targeting: "1031 exchange real estate Utah," "flex space Heber City," "RV storage with living space Utah," "mixed use property Park City," "commercial space Heber City," "toy garage with apartment"
Maximum bid strategy on bottom-of-funnel terms — we want to be the top result every time a qualified buyer searches
Negative keyword list built aggressively to filter renters, low-budget searches, and irrelevant traffic
Proprietary offline conversion feedback: quality walk-ins are reported back to Google, teaching the algorithm to find more buyers like the ones who actually convert
② Meta Ads (Lifestyle / Toy Buyer Only) Secondary Channel +
Targeted specifically at the toy storage and lifestyle buyer persona — not the 1031 investor
Video creative leads with the "what do you do with your RV/boat in the winter?" hook — emotional resonance before the pitch
Lookalike audiences built from existing buyer list and website visitors
Interest targeting: RV ownership, boating, Park City/Heber Valley geography, luxury real estate, outdoor recreation
③ Direct Mail Month 1–2 +
Track 1 — EDDM (Every Door Direct Mail): Target carrier routes covering Red Ledges, Tuhaye, Midway, and affluent Heber Valley zip codes. No list required. Roughly $0.23/piece postage.
Track 2 — Targeted list mailer: Purchase RV owner and boat owner lists filtered by geography (100-mile radius of SLC) and income. 6x9 postcard with QR code to lifestyle landing page.
Creative leads with model unit photography and Phase 2 pricing urgency ("Phase 3 prices increasing ~12% — secure Phase 2 now")
QR code drives to dedicated landing page — all scans tracked and fed into CRM automatically
④ CPA & Professional Outreach Month 2–3 +
Dedicated email infrastructure with proper domain warm-up and deliverability management targeting CPAs, wealth managers, financial advisors, and estate attorneys in Utah, Nevada, and California
Offer frames MVC as a 1031 exchange opportunity and depreciation play — a referral conversation, not a direct sell
One-page PDF leave-behind designed for CPAs to share directly with qualifying clients
Follow-up sequence for non-responders over 30 days with value-first content before the ask
⑤ Print / Magazine Month 2+ +
Placements in Utah Luxury Real Estate publications, Wasatch Life, and Park City Magazine — longer lead time but appropriate for the price point and audience
Ad creative leads with model unit photography and a clear "Now Selling Phase 2" message with QR code
Awareness play for the affluent second-home demographic who reads print media
Priority Asset

The model unit video is the centerpiece of every channel.

Everything that didn't work before was because buyers couldn't visualize the product. A professional walkthrough video showing the garage opening, the man cave, and the finished living space above becomes the hero asset for Google, Meta, the landing pages, the mailer, and the CPA PDF. This should be produced before a dollar of paid media runs.

05
Investment

Two options. Same foundation.

Option A Launch & Prove
Line Item
Type
Annual Est.
Foundation Setup Fee
Landing pages, CRM, GBP, call tracking, automations, contact import, sales training
One-Time
$2,500
Google Search Ad Spend
Media cost — billed to client
Hard Cost
$18,000–24,000
Meta Ad Spend
Lifestyle/toy buyer persona only
Hard Cost
$3,000–5,000
Direct Mail (Print + Postage + List)
EDDM + targeted list mailer
Hard Cost
$6,000–8,000
Model Unit Video Production
Professional walkthrough, short-form cuts, drone exterior
One-Time
$3,000–5,000
Management Fee
Landing pages, CRM, ads, mailers, call tracking, reporting
Monthly Retainer
$3,000/mo
Option A — Year 1 Total
$68,500–$80,500
What's included

Full foundation build (landing pages, CRM, GBP, video), Google Search as primary channel, Meta as secondary, one round of EDDM + targeted list mailers, and monthly reporting. This gets the system running and generating walk-ins so we can prove the model before scaling.

Option B Full Scale
Line Item
Type
Annual Est.
Foundation Setup Fee
Landing pages, CRM, GBP, call tracking, automations, contact import, cold email infrastructure, sales training
One-Time
$3,000
Google Search Ad Spend
Media cost — billed to client
Hard Cost
$25,000–30,000
Meta Ad Spend
Lifestyle/toy buyer persona only
Hard Cost
$5,000–8,000
Direct Mail (Print + Postage + List)
EDDM + targeted list mailer — multiple rounds
Hard Cost
$8,000–12,000
Magazine Placements
Utah Luxury, Wasatch Life, Park City Magazine
Hard Cost
$4,000–6,000
CPA & Professional Cold Email
Email infrastructure, domain warm-up, list acquisition
Hard Cost
$2,000–3,000
Model Unit Video Production
Professional walkthrough, short-form cuts, drone exterior
One-Time
$3,000–5,000
Management Fee
Landing pages, CRM, ads, mailers, email outreach, call tracking, reporting
Monthly Retainer
$3,500/mo
Option B — Year 1 Total
$92,000–$109,000
What's added

Everything in Option A plus magazine placements for the affluent second-home demographic, CPA and professional cold email outreach infrastructure, higher ad budgets across Google and Meta, multiple rounds of direct mail, and expanded management scope. This is the full system running all five channels simultaneously.

Our Recommendation

Start with Option A. Build the foundation, launch the primary channels, and prove the walk-in numbers. Once we have 60–90 days of data showing what's converting, we scale into Option B with confidence that every dollar added is going toward what's actually working. At $500K+ margin per unit, even one additional sale covers the full annual investment.

Engagement Terms
Initial 6-month engagement with the expectation of continued partnership through sellout
Management fee invoiced on the 1st of each month; ad spend billed directly to client accounts
30-day written notice required for cancellation after initial term
Full contract and payment schedule provided upon approval of this scope
Reporting & KPIs

What we measure. What you see.

Monthly performance report delivered by the 5th of each month covering all active channels. Reporting includes walk-in attribution by source, cost per qualified lead by channel, pipeline value, and ad spend efficiency. Quarterly strategy review to adjust channel mix based on what's converting.

Primary KPI

Walk-Ins Per Week

Qualified model unit visits attributed by channel source

Efficiency

Cost Per Qualified Lead

Blended and per-channel cost to generate a sales-ready contact

Pipeline

Lead-to-Close Rate

Conversion from first touchpoint through contract signed