The following are the primary vehicles that we use to market Gaffney Homes

:
Print Advertisements: This is our primary method of public branding, and of introducing the public to our business. Our high-quality, full-page color print ads appear prominently (inside front or back covers) in upscale local and regional publications and local business directories, including: Albemarle Magazine: The premier glossy general interest publication dedicated to the Charlottesville – Albemarle County area University of Virginia Alumni Magazine: The highest-circulation publication that alumni from this highly-ranked institution receive IMAGES Magazine: Published by the Charlottesville Regional Chamber of Commerce; profiles various businesses, activities and special-interest stories Charlottesville Regional Business Directory: The area’s most comprehensive annual directory of businesses throughout Charlottesville – Albemarle County Corporate Website (www.gaffneyhomes.com): Our website profiles various homes we have for sale, developments in which we’re involved, floor plans, and numerous links to community information. We plan to expand the website’s features and functions. Realtor® Affiliation & Education: Our Vice President – Sales meets regularly with agents to articulate “the Gaffney Homes difference,” profile our upcoming projects, and solicit constructive feedback. Select Realtors® also help us to co-market our individual projects. TV Program Sponsorships: We sponsor a variety of television shows on behalf of PBS and a variety of local and national charities. We do not use traditional commercials. Event Sponsorships: We seek out and sponsor professionally-run, high-profile events such as the Albemarle County Fair [to which we donated a Rolls-Royce as a raffle prize; see Section 2(b)], various fundraising golf tournaments, and others. Word-of-Mouth: The most important source of advertising is our growing base of satisfied customers, and the letters of appreciation we receive from them, which we share with prospective customers. We also achieve general publicity via the high-profile civic and philanthropic activities that we participate in, including Mike Gaffney’s involvement in the Rivanna Water & Sewer Authority, the I Have A Dream Foundation, the Paramount Theater, the United Way, and others [see Section 5(a)].

As requested, on the following pages are examples of our sales materials:
a) Albemarle Magazine advertisement b) IMAGES Magazine advertisement c) Charlottesville Regional Chamber of Commerce Directory magazine advertisement d) Glenwood Station brochure

AMERICA’S BEST BUILDERS APPLICATION

(17)

GAFFNEY HOMES, LLC

The following is but one of the numerous ways in which we have worked to integrate Gaffney Homes’ overall promotions with our civic and philanthropic involvement [see Section 5(a) for more information].

Donation of a Rolls-Royce for a Local Non-Profit Fundraising Raffle
In early 2004, we began considering ways to simultaneously: Publicize Gaffney Homes within the community Publicly announce our transition from focusing on custom homes to building production homes, condominiums, townhouses and communities Raise money for a worthwhile local non-profit organization As part of this strategy, Mike Gaffney purchased a 1979 Rolls-Royce to donate for a raffle to benefit the I Have A Dream Foundation, which provides mentorships and scholarships to underprivileged children. Unfortunately, an unanticipated regulatory obstacle prevented the donation to that organization. However, an Albemarle County Fair representative approached us to inquire as to our interest in sponsorship opportunities for the Fair. The Albemarle County Fair is the area’s largest annual public event, attracting approximately 25,000 visitors from the Charlottesville – Albemarle County area, and is promoted by all of the region’s top print, television and radio media. As we conduct our business entirely within the Albemarle County area, we were confident this would be an excellent, mutually-beneficial opportunity. Thus, we donated the Rolls-Royce to the Albemarle County Fair as a raffle prize to raise money for this organization. Because the vehicle had been purchased nine months prior to the start of the Fair, there was adequate time to plan how it would be utilized for maximum benefit. Magnetic signs were created and affixed to the doors of the Rolls-Royce, describing the raffle, and how one lucky ticket purchaser would win it at the Fair. The Rolls-Royce was strategically placed in numerous highly visible locations, including public parades, and at the entrances to home shows, such as the local Parade of Homes competition. Much of the print, radio and television advertising mentioned the raffle for the Gaffney Homes-Rolls-Royce. By the time the Fair opened on August 31, 2004, we had already enjoyed more than six months of steady, highquality publicity, including: Prominent mention in many of the print advertisements for the Fair Regular mentions of the raffle on TV and radio, and live coverage at the Fair Mentions in news stories leading up to, and recapping the Fair

The Rolls-Royce raised $30,000 for the Albemarle County Fair, and achieved our goals.
On the following pages, please see: The flyer we used to promote this raffle One of the news articles mentioning our donation

AMERICA’S BEST BUILDERS APPLICATION

(18)

GAFFNEY HOMES, LLC

AMERICA’S BEST BUILDERS APPLICATION

(19)

GAFFNEY HOMES, LLC

AMERICA’S BEST BUILDERS APPLICATION

(20)

GAFFNEY HOMES, LLC

(Back row, left to right) Jeff Hash, Lonnie Doublestein, Kathi Berrang, Mike Ball, Shawn Woodson, Robby Vogt (Second row) Laurie Fear, Tina Safley, Kristen Shelton, Sue Drzal, Tonia Danker, Dan Cruger (Front row) Jeff Gouin, Marlene Dunivan, Mike Gaffney, Kevin Madigan, Ed Zarzyski

AMERICA’S BEST BUILDERS APPLICATION

(21)

GAFFNEY HOMES, LLC

The following are summaries of the pictorials contained in the following sections 4(a) Luxury Portfolio Home: Old Ballard Farm – “The Wellingly”
Square Footage: Bedrooms/Bathrooms: Year Built: Note: 4,080 4/4.5 2005 Home is situated on a 2-acre parcel

Why this home works in our market: Our market attracts upscale executives with families who want to move to smaller, higher quality-oflife regions, who work at home full- or part-time, and desire easy access to major metro areas. This home was designed for a family that enjoys entertaining, yet wishes to maintain distinct, separate areas for living. The floor plans allow for the possibility of a first-floor office off the master bedroom, away from the flow of everyday living. The home theater on the second floor keeps family time focused in a specific area. Privacy extends to the exterior as well, with a large rear deck and screened porch.

4(b) Townhouse: Glenwood Station
Square Footage: Bedrooms/Bathrooms: Year Built: Note: 2,400 3/2.5 2005 24’ unit pictured; 30’ unit available

Why this home works in our market: The demand for townhouses and multi-family housing has been rapidly growing in our market, and buyers are seeking more features, functionality and space, all within a low-maintenance design. This multi-level townhouse offers the finished square footage of a single-family home, and includes a two-car garage, but requires no exterior maintenance. Its full-walkout terrace level provides a separate office or bedroom area with a full bath, making it perfect for both entertaining and overnight guests. We employed an architectural firm in northern Virginia to give our townhouses a look that is unique within this market. Combined with its convenient location just north of the City of Charlottesville and the University of Virginia, Glenwood Station provides an ideal mix of comfort, value and style.

AMERICA’S BEST BUILDERS APPLICATION

(28)

GAFFNEY HOMES, LLC

4(c) Condominium: Glenwood Station
Square Footage: Bedrooms/Bathrooms: Year Built: Note: 1,200 2/2 2005 One-level unit pictured; loft available

Why this home works in our market: There has been a pent-up demand in our market for quality, feature-packed homes that are functional, low-maintenance and reasonably priced. This demand is being driven by seniors, Baby Boomers, first-time homebuyers, and those who own multiple properties. Although there is a strong market for condominiums in general in our market, ours are the first newly-constructed condominium products built in Albemarle County in many years. This condominium, housed in a ten-unit building, features two bedrooms with large windows, upscale kitchens with granite countertops, stainless steel appliances and hardwood floors, and many other sought-after features throughout, all within a low-maintenance environment. As with Glenwood Station townhouses, these condominiums were designed by an architectural firm in northern Virginia to give them a look that is unique in our market. Located adjacent to Glenwood Station townhouses, these condominiums are close in proximity to all major business, educational and recreational activities within the greater Charlottesville and Albemarle County areas.

AMERICA’S BEST BUILDERS APPLICATION

(29)

GAFFNEY HOMES, LLC

“PARADE OF HOMES” AWARDS
Sponsored by the Blue Ridge Homebuilders Association, this annual event seeks to evaluate and identify the “best of the best” among local homebuilders. A panel of judges, comprised of local architects, realtors, interior designers and other allied professionals, evaluates new homes according to a variety of categories. As the following list demonstrates, Gaffney Homes has been a consistent winner of a variety of “Parade of Homes” awards.

YEAR
2005

AWARD CATEGORY
Best Master Suite Best Exterior

GAFFNEY HOME AT:
Old Ballard Farm Old Ballard Farm Stockton Ridge Stockton Ridge Walnut Hills Glenmore #22, Walnut Hills #1 Glenmore #22 Glenmore #22, Walnut Hills #1 Glenmore #22 Glenmore #22, Walnut Hills #1 Glenmore #24, Still Meadow #6 Still Meadow #6 Glenmore #24 Glenmore #24 Still Meadow #6 Glenmore #24 Still Meadow #6 Glenmore #24

2004 2003 2002 2000

Best Interior Best Interior Best Kitchen Best Master Suite Best Kitchen Best Interior Best Exterior Best Overall

1999

Best Kitchen Best Interior: $300,000-$400,000 Best Interior: $400,000-$600,000 Best Exterior: $400,000-$600,000 Best Master Suite: $300,000-$400,000 Best Master Suite: $400,000-$600,000 Best Overall: $300,000-$400,000 Best Overall: $400,000-$600,000

AMERICA’S BEST BUILDERS APPLICATION

(35)

GAFFNEY HOMES, LLC

Sign up to vote on this title
UsefulNot useful