Veev GTM & Operations
Land Acquisition Playbook
Alameda · Contra Costa · Santa Clara Counties · Model X — 3,044 SF | 4bd 3.5ba | BYOH Program
Quick Navigation
Inbound Landowner
Address intake → feasibility → LOI
Fast Fit Screen
5-min pre-screen checklist
Investor Land Sourcing
Criteria intake → Top 10 → contract
Viability Filter
3-stage: Dimensional / Financial / Logistical
BYOH Pricing
$275/SF vertical · $400/SF all-in
Tech Stack
Which tool for which job
Objection Handling
Scripts for pricing, stormwater, timeline
Weekly Report
Exec-ready template for Lennar reviews
Pipeline Stages at a Glance
| Stage | Internal Meaning | Report to Lennar? |
|---|---|---|
| New Lead | Address + contact only; no screen run | No |
| Qualified Lead | Fast Fit passed; intent + timeline confirmed | No |
| Feasibility | 3-stage filter running | No |
| LOI Sent | Agreement drafted and out for review | Secondary metric only |
| LOI Signed | Both parties executed — leading indicator | Secondary metric only |
| Contract Sent | Contract out for signature; legal reviewed | Yes — note as pending |
| Contract Signed ✓ | THE ONLY NUMBER THAT COUNTS | Yes — primary metric |
| Closed | Transaction complete | Yes |
Reference
Stage Definitions
Canonical definitions used across HubSpot, Monday boards, and all executive reporting. Use these terms consistently — do not substitute synonyms when talking to Lennar.
Critical: Never use "commitment" or "verbal" when reporting to Stuart or Lennar. The only numbers that matter externally are Contract Signed and (secondarily) Contract Sent.
| Stage Name | Definition | External Language | HubSpot Stage |
|---|---|---|---|
| New Lead | Inbound with address + contact only; no screening done | "Exploring options" | new_lead |
| Qualified Lead | Fast Fit Screen passed; owner intent confirmed; contact responsive | "Evaluating your site" | qualified_lead |
| Feasibility In Progress | 3-stage viability filter running; call completed | "Running feasibility" | feasibility_in_progress |
| Feasibility Complete | Filter done; Pass/Fail/Edge determined; path communicated | "Site looks promising" | feasibility_complete |
| LOI Sent | Letter of Intent drafted and sent; using standard template | "Agreement sent for review" | loi_sent |
| LOI Signed | Both parties signed — leading indicator, not a contract | "Agreement executed" | loi_signed |
| Contract Sent | Legal-reviewed contract out for signature | "Contract out for signature" | contract_sent |
| Contract Signed ✓ | Both parties signed. Primary reportable metric. | "Under contract" | contract_signed |
| Closed | Transaction complete; funds transferred or build started | "Closed" | closed |
| Disqualified | Hard fail on filter, unresponsive ×3, or pricing mismatch | N/A | disqualified |
| Nurture | Not ready now; re-touch in 30/60/90 days | N/A | nurture |
Note on "commitment": This term caused the most friction in the March Lennar review. Internally it refers to early-stage buyer interest only — roughly equivalent to a verbal intent. It has no contractual standing and must never be reported as a sale or contract to leadership.
Reference
Terminology & Language Rules
Standardized language for internal use, client-facing communication, and executive reporting.
| Term | Use When | Do NOT Say |
|---|---|---|
| Contract Signed | Reporting to executives; any Lennar meeting | Commitment, verbal, promise to buy, sale |
| LOI Signed | Internal pipeline reporting as a leading indicator | "Signed contract" — it is not |
| Commitment | Early-stage internal tracking only; never external | Sale, contract, locked |
| Feasibility Passed | Internal milestone after 3-stage filter | "It's approved," "it's cleared," "it's a go" |
| Pass-through cost estimate | When explaining ROM line items (stormwater, driveway, etc.) | "Fixed cost," "required cost" before engineering confirms |
| Home site fit | The constraint between buyer inventory and viable lot supply | "Inventory problem" (too vague for executive context) |
| Vertical construction | The above-grade building work covered by $275/SF pricing | "Construction" (ambiguous — does it include horizontal?) |
| Horizontal / land development | Site prep: grading, utilities, driveway, stormwater, permits | "Extra costs" (too vague) |
| All-in / white glove | The $400/SF Option B pricing tier | "Full service" (not our language) |
| Spread | Financial viability calculation (see Financial Gate) | Used in acquisition context only — not applicable to BYOH investor deals |
Workflow 1
Inbound Landowner Feasibility
From any inbound signal (Meta lead, website, phone, referral) to a triage decision and LOI — targeting a 72-hour cycle from first touch to feasibility output.
Triggers
Meta lead form · Website contact form · Direct email/phone · Broker referral · Property Radar outreach response · Mailer/SCALR response
SLA Summary
Auto-ack email sent
≤ 5 min (automated)
De-dupe + rep assignment
≤ 1 hour
Enrichment (canibuild + Property Radar)
≤ 2 hours
First human touch
≤ 24 hours
Triage decision (pass/fail/edge/nurture)
Same day as qual call
Feasibility pack complete
≤ 72 hours from qual call
LOI sent after Feasibility Pass
Same business day
Contract sent after LOI Signed
≤ 3 business days
Step-by-Step Process
-
Intake & De-dupe (0–60 min)Meta leads auto-push to HubSpot. All other sources: rep creates contact + deal within 1 hour. De-dupe by email, phone, and APN/address. Merge if duplicate exists — do not create a second deal. Assign rep. Trigger auto-ack email (Template A1).
-
Data Enrichment (≤ 2 hours)Run canibuild (zoning, setbacks, max envelope). Pull Property Radar (confirm owner, best contact, motivation flags). Open Locate Alpha (confirm lot width, MLS status). If hillside suspected: run Acres for slope %. Record all results in HubSpot deal fields.
-
Fast Fit Screen (5 minutes — before calling)Run the 7-point checklist before any outreach. See Fast Fit Screen page for full checklist. Score 7/7 = Pass. 5–6 = proceed with notes. <5 = route to infeasible before calling.
-
Qualification Call (≤ 24 hours)8 required questions — same every rep, every time: (1) Ownership status, (2) Goal, (3) Timeline, (4) MLS status + price, (5) Site facts, (6) Price expectations, (7) Decision authority, (8) HOA/deed restrictions. Use the standard call script. Record all answers in deal notes.
-
Triage Decision (same day)A — Promising: Fast Fit Pass + intent clear + price in range → Feasibility In Progress.
B — Needs More Info: Missing data → Template A2, 5-day task.
C — Infeasible: Hard dimensional/zoning fail → Template A3, Disqualified or Nurture.
D — Owner not qualified: Unrealistic price, unresponsive, or using bad competitor data → Nurture. -
3-Stage Viability Filter (≤ 72 hours from qual call)Run the full property viability filter: Stage 1 Dimensional → Stage 2 Financial (BYOH pricing model) → Stage 3 Logistical. Output a feasibility pack with pass/edge/fail verdict and recommended next action. See Viability Filter section.
-
LOI Execution (same day as Feasibility Pass)Pull LOI template from contract repository. Confirm entity names, address/APN, price, deposit structure, timeline. Legal review before sending. Log LOI Sent with date. Create follow-up task due 3 business days.
RACI
| Step | Rep (Nick/Andrew/Michael) | Donald | Louisa | Stacey | Legal |
|---|---|---|---|---|---|
| Intake + de-dupe | R | I | A (automation) | I | — |
| Enrichment | R | I | — | — | — |
| Fast Fit + Qual call | R | C on complex | — | — | — |
| Triage decision | R | A | — | — | — |
| Viability filter | R | A | — | — | — |
| LOI draft + send | R | A | — | I | R (review) |
R = Responsible A = Accountable C = Consulted I = Informed
Workflow 1 · Sub-page
Fast Fit Screen
Run on every lead before calling the owner. Takes 5 minutes. Prevents wasted cycles on addresses that will never pass the full viability filter.
Rule: Do not call an owner or begin enrichment on any lead that hasn't passed a basic Fast Fit Screen. The checklist runs in under 5 minutes using canibuild + Locate Alpha + a Google Maps satellite check.
7-Point Checklist
- Lot width≥ 60 ft — ReGrid / Locate Alpha parcel data · preferred ≥ 60; marginal 55–59; fail <55
- Lot depth≥ 85 ft — assumes 20' front/rear setbacks, 5' sides; build footprint 50'×45'
- Slope≤ 10% — Acres topo check; 10–15% = flag for hillside plan review; >15% = fail unless hillside plan available
- ZoningR1/SFR compatible — canibuild overlay check; SB-9 path if R1 but narrow lot
- canibuild resultPass or Marginal — confirms 50'×45' footprint fits within jurisdiction setback rules post-porch
- Street accessConfirmed access to public street — flag private road, easement access, or gated community
- No hard HOA blockNo known CC&R construction prohibition — note if HOA present; confirm rules before advancing
Scoring
PASS7/7 — proceed to full enrichment and qual call
MARGINAL5–6/7 — proceed with specific conditions noted; flag in HubSpot
FAIL<5/7 — route to Infeasible before calling; send Template A3 or move to Nurture
Porch setback note: Default to including porch in setback calculation. Jurisdiction rules vary — canibuild will flag this per county. Do not assume porch can extend into setback without confirmation.
Workflow 1 · Scripts
Inbound Landowner — Email & Call Templates
Use these verbatim. Consistency in language prevents the "commitment vs. contract" confusion that surfaced in the Lennar review.
Template A1 — Initial Auto-Ack (sent immediately)
Subject: Quick note on [ADDRESS] — Veev
Hi [FIRST NAME], Thanks for reaching out. We move quickly, and I want to make sure we can give you an accurate picture on your site as fast as possible. To run a feasibility screen, we need: 1. Property address or APN (if you haven't already shared it) 2. What you're hoping to do — sell the lot, sell the house, build for yourself, or explore a partnership 3. Roughly when you want to move forward If you have a recent survey, disclosures, or photos, attach them — they help us move faster. We target a 24-hour turnaround on the initial screen. I'll be in touch shortly. [SIGNATURE]
Template A2 — Needs More Info
Subject: A few things needed to move forward — [ADDRESS]
Hi [FIRST NAME], We've taken a first look at [ADDRESS] and want to keep moving, but we're missing a few details before we can give you an accurate feasibility assessment. We need: - [SPECIFIC ITEM 1 — e.g., lot dimensions / survey] - [SPECIFIC ITEM 2 — e.g., confirmation of sewer/septic] - [SPECIFIC ITEM 3 — e.g., any known easements or HOA contact] Once we have these, we can typically complete our screen within 24–48 hours and come back to you with a clear path forward. Can you get those to me by [DATE — 3 business days out]? [SIGNATURE]
Template A3 — Not a Fit
Subject: Update on [ADDRESS] — Veev
Hi [FIRST NAME], We've completed our feasibility review on [ADDRESS] and unfortunately it doesn't meet our current site criteria — specifically [ONE-LINE REASON: e.g., "the lot width at 42 feet is below our minimum for the home plans we currently build"]. This isn't a reflection on the property's value — it's a constraint of our building system. A couple of options that may still be useful: - We can help identify a site in your target area that does meet our criteria. - Depending on the zoning, an SB-9 lot split path may be worth exploring. - We'd like to stay in touch — our criteria may evolve. No obligation either way. Thanks for the conversation. [SIGNATURE]
Call Script — Qual Call (≤ 15 min)
Opening (30 sec)
"Hi [NAME], this is [REP] from Veev. My goal today is simple: confirm the basics on the property and your timeline, run a quick feasibility screen on our end, and come back to you within 24–48 hours with a clear next step. Should take about 10–15 minutes. Good time?"
8 Required Questions
1. "Let me confirm — is it [ADDRESS]? And are you the current owner, or working with someone on their behalf?" 2. "What are you hoping to do with the property — sell, build for yourself, or explore a partnership?" 3. "What's your rough timeline — are you looking to move in 30 days or is this a 6-month horizon?" 4. "Is it currently listed? If yes — at what price and with whom?" 5. "Quick site questions: flat or on a slope? Any known easements or shared driveways? City sewer or septic? Any HOA?" 6. "Do you have a price in mind? I won't hold you to it — just want to know the range before we run any analysis." 7. "Is there anyone else involved in the decision — co-owner, spouse, agent?" 8. "Any HOA or deed restrictions you're aware of?"
Close
"Perfect. We'll run our screen and get back to you by [DATE/TIME]. You'll hear from me directly — not an automated email. If anything changes on your end, just reach out. Thanks, [NAME]."
Workflow 2
Investor / Buyer Land Sourcing
When a qualified buyer or investor has no site (or their site failed the Fast Fit Screen) — source viable home sites on their behalf and push to contract. Target: Top 10 delivered within 48 hours, contract within 2 weeks.
Investor Intake Fields (HubSpot)
| Field | Type | Required |
|---|---|---|
| Target geography (city / ZIP / neighborhood) | Multi-line text | ✅ |
| Minimum lot width (ft) | Number | ✅ |
| Max acquisition budget ($) | Number | ✅ |
| Total project budget — land + build ($) | Number | ✅ |
| Preferred product type / plan family | Dropdown | ✅ |
| ADU desired | Checkbox | — |
| Timeline to close on land | Dropdown (ASAP / 1–3mo / 3–6mo / 6–12mo) | ✅ |
| Risk tolerance — hillside | Dropdown: No / Mild OK / Open | ✅ |
| Risk tolerance — unpermitted work | Dropdown: No / Open if disclosed | ✅ |
| Financing status | Dropdown: All Cash / Pre-approved / TBD | ✅ |
| Pricing tier preference | Dropdown: Option A ($275/SF) / Option B ($400/SF all-in) / TBD | ✅ |
Search Process
- Define search polygon (Locate Alpha)Draw polygon around target neighborhood(s). Apply filters: width ≥ minimum; zoning compatible; price ≤ budget × 1.2 buffer. Toggle MLS layer. Export ≥ 20 candidates before scoring.
- Fast Fit Screen each candidate (canibuild + visual)canibuild for setbacks/envelope. Google Maps satellite for slope. Eliminate hard fails. Keep Pass + Marginal for scoring rubric.
- Enrich shortlist (Property Radar)Pull owner name, phone/email, tenure, motivation flags (tax delinquency, probate, expired listings, price cuts). Off-market high-motivation owners are prioritized — faster to LOI, less competition.
- Score each siteApply the scoring rubric (see Site Scoring Rubric sub-page). Rank by score. Top 10 go to investor.
- Deliver Top 10 (≤ 48 hours)Send formatted table with address, price, score, why-it-fits, key risk, next step. Template B1.
- Deep feasibility on finalists (≤ 72 hours)Investor selects top 3. Run full viability filter on each. Update ROM cost assumptions. Confirm pricing tier. Push best site to LOI same day as finalist confirmed.
Stage Gates
| Stage | Gate Criteria | SLA |
|---|---|---|
| Search Initiated | Intake form complete; polygon defined | Same day |
| Top 10 Delivered | Scored, enriched, formatted; sent to investor | ≤ 48 hours |
| Finalists Selected | Investor replies with top 3 | ≤ 3 days after delivery |
| Deep Feasibility | Full viability filter on finalists; ROM confirmed | ≤ 72 hours after finalist selection |
| LOI Sent | Specific site agreed; LOI drafted + sent | Same day as finalist confirmed |
| Contract Path | Per Workflow 1 LOI → Contract steps | Per standard SLAs |
Workflow 2 · Site Scoring
Site Scoring Rubric
Apply to every candidate site before presenting to investor. Max 15 points. Top 10 by score go to investor with the formatted table.
| Criterion | Weight | Score 3 | Score 2 | Score 1 |
|---|---|---|---|---|
| Lot width vs. investor minimum | 25% | Exceeds by 10+ ft | Meets minimum | Within 5 ft under |
| canibuild result | 20% | Pass | Marginal | 0 = Fail (eliminate) |
| Complexity risk (slope/stormwater/retaining) | 20% | Low risk | Medium risk | High risk — flag |
| Acquisition likelihood (owner motivation) | 20% | High motivation / off-market | Active listing, priced right | Listed but firm / overpriced |
| Location fit (investor criteria) | 15% | Exact target area | Adjacent / acceptable | Stretch |
Scoring note: Max 15 points. Any site scoring below 8 should generally not be included in the Top 10 unless the candidate pool is thin — in which case flag that the search criteria may need to be loosened.
Workflow 2 · Scripts
Investor Land Sourcing — Email & Call Templates
Template B1 — Top 10 Delivery
Subject: [#] site options that fit your criteria — [AREA]
Hi [INVESTOR NAME], Based on your criteria — [X ft minimum width, AREA, BUDGET, PRODUCT TYPE] — we've identified [#] candidate sites. Ranked below by fit and complexity. [INSERT SCORED TABLE] What to do next: Reply with your top 2 or 3 and we'll run full feasibility (setbacks, slope, civil rough estimate) and confirm pricing to move toward contract. We can typically complete that in 48–72 hours. A few flags: - Sites marked ⚠ have slope or civil unknowns needing one more layer of diligence. - Off-market sites may require direct owner outreach — we'll handle that. [SIGNATURE]
Template B2 — Finalist / Moving to LOI
Subject: Feasibility confirmed on [ADDRESS] — ready to move to agreement
Hi [INVESTOR NAME], We've completed our deeper feasibility check on [ADDRESS]: - Lot width: [X ft] — fits [PLAN FAMILY] - Setbacks: [canibuild result summary] - Slope: [Low/Medium — civil flagged or not] - Civil risk items: [stormwater / driveway / none] - ROM cost estimate: [RANGE] - Pricing tier: [Option A $275/SF vertical / Option B $400/SF all-in] Recommended next step: Get an LOI out to the owner this week to establish site control. I'll have a draft to you by [DATE]. [SIGNATURE]
Call Script — Investor Sourcing Kickoff (≤ 10 min)
Opening + criteria confirmation
"Quick call to make sure we're aligned so we can move fast. I'll deliver a ranked shortlist within 48 hours — not a dozen sites with question marks, but a scored list with a recommended path forward." Confirm: minimum lot width, target area, all-in budget, product type, ADU interest, financing status. "Two quick ones: are you open to hillside if the slope is manageable? And on pricing — are you leaning toward Option A where you handle horizontal costs, or Option B all-in at $1,218,400? That affects which sites I prioritize." Set expectation: "When you get the list, send me your top 3 and we'll go deep on those immediately and push the best one to an agreement."
Viability Filter
3-Stage Property Viability Filter
Sequential gate system. Properties pass through each stage in order. A hard fail at any stage stops evaluation immediately — later stages are not run. Only 1–3% of all reviewed properties reach Viable status.
Volume Collapse
| Stage | Input | Approx. Pass Rate | Primary Tools |
|---|---|---|---|
| All Reviewed (input) | 100% | — | ReGrid / Locate Alpha |
| Stage 1: Dimensional | 100% | ~15% | ReGrid · Acres · canibuild |
| Stage 2: Financial | ~15% | ~5% | Locate Alpha comps · BYOH pricing model |
| Stage 3: Logistical | ~5% | ~3% | Google Maps satellite · Street View · Acres |
| Viable | ~3% | 1–3% | Move to Offered stage |
Output Categories
VIABLEAll 3 stages passed with no blocking flags — move to Offered stage
EDGE CASEOne or more marginal results across stages — requires manual review before offer decision
ELIMINATEDHard fail at any stage — stop evaluation, log reason, move to Disqualified or Nurture
Navigate to each stage sub-page for full criteria, thresholds, and tool instructions: Stage 1: Dimensional · Stage 2: Financial · Stage 3: Logistical
Viability Filter · Stage 1
Dimensional Viability
Confirms the physical lot can accommodate the Model X footprint after jurisdictional setbacks are applied. This is the highest-volume elimination stage — most properties fail here on width or slope.
ReGridAcrescanibuild
Criteria
| Criterion | Threshold | Tool | Note |
|---|---|---|---|
| Lot width | ≥ 60 ft | ReGrid / Locate Alpha | 55–59 ft = marginal; <55 ft = hard fail |
| Lot depth | ≥ 85 ft | ReGrid | Assumes 20' front/rear, 5' sides; 50'×45' footprint |
| Max slope | ≤ 10% | Acres | 10–15% = flag for hillside plan; >15% = fail (grading too costly) |
| Build envelope | 50'×45' fits post-setback | canibuild | Confirms footprint within jurisdiction rules; porch note below |
| Zoning | R1/SFR or equivalent | canibuild | SB-9 path if R1 but borderline — note and escalate |
Outcome Logic
PASSAll 5 criteria met → advance to Stage 2: Financial
MARGINALWidth 55–59 ft OR canibuild marginal → flag; hold for alternate plan family review; proceed to Stage 2 with note
FAILWidth <55 ft, slope >15%, zoning incompatible → eliminate; do not run Stage 2
Porch / setback variation: Setback rules vary significantly by jurisdiction. Default: include porch in setback calculation. canibuild will flag per county. Do not assume porch can extend into setback without confirming with canibuild or a direct county check.
Viability Filter · Stage 2
Financial Viability (BYOH Model)
Confirms the market supports the buyer's all-in cost at the applicable BYOH pricing tier. This is a buyer-side viability check — Veev is not acquiring the land. The question is: does finishing this home make financial sense for the buyer at our price?
Locate AlphaProperty Radar
Important model shift: The original filter used Spread = Exit Price − Entry Price, designed for a land acquisition model where Veev was buying and reselling. Under BYOH, Veev charges for construction only. The financial gate now asks: does the neighborhood's comp set support a finished new-construction home above the BYOH all-in price? See BYOH Pricing Model for full tier detail.
Step 1 — Pull Comps (Locate Alpha)
| Parameter | Value |
|---|---|
| Sale window | Last 24 months |
| SF range | 2,000 – 4,000 SF within 1-mile radius |
| Weight toward | 3,044 SF · 4bd/3.5ba · 2-story · 2024–2025 new construction |
| Output | Weighted avg $/SF → multiply × 3,044 = estimated market value |
Step 2 — Apply Pricing Tier
Determine which tier applies to this buyer/investor. See BYOH Pricing page for full breakdown.
Option B — All-In White Glove
Buyer upside = Market Value − $1,218,400
Market Value from Locate Alpha weighted comp × 3,044 SF
Buyer pays $1,218,400 total (all-in, fixed price). Their only additional cost is land acquisition.
Buyer pays $1,218,400 total (all-in, fixed price). Their only additional cost is land acquisition.
Option A — Vertical Only
Buyer upside = Market Value − ($837,100 + Land Cost + Estimated Horizontal)
$275/SF × 3,044 SF = $837,100 for vertical construction only.
Buyer manages and funds horizontal (site prep, permits, utilities, grading) separately.
Horizontal cost is highly variable — flag if hillside or utility access is complex.
Buyer manages and funds horizontal (site prep, permits, utilities, grading) separately.
Horizontal cost is highly variable — flag if hillside or utility access is complex.
Outcome Logic — Option B ($1,218,400 all-in)
PASSMarket Value ≥ $1,400,000 → buyer has ≥ $181K equity at completion (~13%+ upside). Viable.
EDGEMarket Value $1,218,400–$1,399,999 → buyer breaks even or minimal upside. Present with competitive context (vs. Thomas James). Manual review.
FAILMarket Value <$1,218,400 → buyer is underwater at completion before land cost. Eliminate.
Price Ceiling Check
Rule: If no comparable new-construction sale ≥ target exit price exists in the last 24 months in that specific neighborhood, the comp-derived exit price is unreliable even if the $/SF formula produces a passing number. Flag as "ceiling constrained" and escalate before advancing to Stage 3.
Competitive Context
| Builder | Price Basis | Est. Total (3,044 SF) | vs. Veev Option B |
|---|---|---|---|
| Thomas James | 600+/SF all-in | $1,826,400+ | Veev saves buyer ~$608K+ |
| Traditional build | ~$729/SF (per TJ framing) | $2,219,076 | Veev saves buyer ~$1M+ |
| Veev Option B | $400/SF all-in | $1,218,400 | Baseline |
| Veev Option A | $275/SF vertical only | $837,100 + horizontal | Lower floor; buyer takes on more |
Positioning rule: In markets where Thomas James operates, Veev fits to the left on price with equal or better quality and faster cycle time. Use this framing with buyers who are comparison shopping.
Viability Filter · Stage 3
Logistical Feasibility
Soft filter — checks whether the factory-built module can physically be craned in. Properties are flagged here, not eliminated, unless crane access is physically impossible.
Google Maps SatelliteStreet ViewAcres
Flag Checklist
| Item | Spec | Flag If |
|---|---|---|
| Crane footprint | 30'×15' — usually fits within front setback | Obstructed front access; tight neighboring structures |
| VTC trailer (mobile office) | 30'×8' — positioned adjacent to crane | No side clearance; neighbor proximity issues |
| Overhead utility lines | Must not interfere with crane arc | Lines present over front setback or crane swing path |
| Street width | Must accommodate flatbed delivery | Cul-de-sac, narrow alley, dead-end, private/gated road |
| Driveway / facade layout | Unobstructed crane placement | Existing structures, trees, or driveways block crane position |
Outcome Logic
VIABLENo flags → VIABLE. Move to Offered stage.
FLAGGED1+ issues noted → VIABLE WITH FLAGS. Note in HubSpot record. Escalate to civil/ops for field review before submitting offer.
BLOCKEDCrane access physically impossible (no street frontage, locked compound, overhead lines unavoidable) → eliminate.
Reference
BYOH Pricing Model
Two pricing tiers for the Build Your Own Home program. Tier selection affects the financial gate logic in Stage 2 of the viability filter.
Option A · Vertical Only
$275/SF
$837,100 total vertical (3,044 SF)
- Factory-built modular vertical construction
- Module delivery and crane set
- Standard finishes per plan
- — Permits and entitlement fees
- — Site prep / grading / horizontal
- — Utility connection fees
- — Inspections and soft costs
Best for: Sophisticated buyers/investors who will manage horizontal themselves or have existing relationships with civil contractors.
Option B · All-In White Glove
$400/SF
$1,218,400 fixed (3,044 SF) — one price
- Everything in Option A
- All entitlement and permitting
- All inspection fees
- All utility connection fees
- Site preparation and horizontal
- Feasibility analysis
- Start-to-finish project management
Best for: Buyers who want a single predictable price with no surprise change orders. The primary competitive differentiator vs. Thomas James.
Financial Gate Summary (Stage 2 Reference)
| Tier | Buyer Cost | Pass Threshold | Edge Band | Fail |
|---|---|---|---|---|
| Option B (all-in) | $1,218,400 + land | Market value ≥ $1,400,000 | $1,218,400–$1,399,999 | < $1,218,400 |
| Option A (vertical only) | $837,100 + land + horizontal | Market value exceeds total estimated project by meaningful margin | Thin margin after horizontal est. | Market value < total project cost |
Change order rule: Under Option A, all civil/horizontal cost line items are pass-through estimates. If work is not required after final engineering, the buyer does not pay it. Never represent them as fixed costs before engineering confirms. This is the correct answer to the "other builder says you don't need stormwater retention" objection.
Reference
Tech Stack — Which Tool for What
Use this as the single reference for tool selection. Do not substitute tools without updating this page.
| Task | Primary Tool | Notes |
|---|---|---|
| Find candidate parcels by width / location / MLS status | Locate Alpha | Draw polygon; filter by width, zoning, price; toggle MLS layer |
| Confirm setbacks / zoning / buildable envelope | canibuild | Run on every address at intake; records result in HubSpot canibuild field |
| Slope risk / topo / grading concern | Acres | Run when hillside suspected or ZIP code is known hillside area |
| Confirm parcel dimensions / lot lines | ReGrid | Primary for width/depth confirmation before canibuild |
| Owner identity / contact / motivation flags | Property Radar | Run after Fast Fit passes; captures tenure, distress signals, best contact |
| Comp stats / $/SF / market value estimate | Locate Alpha | Use weighted comp methodology per Stage 2 financial gate |
| Build-to-rent viability / cap rates | Locate Alpha | BTR layer available; useful for investor framing |
| Off-market owner outreach / audience building | Property Radar | Export contact lists; create LinkedIn/Facebook lookalike audiences |
| Parcel data at scale / large list processing | PropStream / ReGrid | Bulk parcel runs; supplement Locate Alpha for off-market focus |
| Financial underwriting / ROM budget | Internal cost model spreadsheet | Not a third-party tool — use shared internal sheet |
| CRM / pipeline / tasks / drip campaigns | HubSpot | Single source of truth for all leads and deals |
| Call recording / coaching / scripting | Rilla | Lennar-implemented; training pending; record all qual and investor calls |
Data integrity note: Locate Alpha data is MLS-linked and considered reliable for comp work. Property Radar data is sourced from public records and is generally high quality but should be verified against canibuild for ownership on high-priority leads. Do not rely on PropStream for setback data — use canibuild.
Reference
HubSpot Configuration
Required fields, pipeline stages, and automation rules. Stacey owns HubSpot ops. All reps must be proficient by end of week. Training session: Friday.
Required Deal Fields
| Field Name | Type | When to Populate |
|---|---|---|
| Property Address | Text | At intake |
| APN | Text | At intake or enrichment |
| Lead Source | Dropdown | At intake — required |
| Lead Type | Dropdown: Landowner / Investor / Broker | At intake — required to advance past New Lead |
| Lot Width (ft) | Number | At enrichment |
| Lot Size (sq ft) | Number | At enrichment |
| Zoning | Dropdown | canibuild run |
| Slope Risk | Dropdown: Low / Medium / High / Not Assessed | Acres run |
| canibuild Result | Dropdown: Pass / Fail / Marginal / Not Run | After canibuild |
| Fast Fit Result | Dropdown: Pass / Fail / Unclear | Before qual call |
| Feasibility Status | Dropdown | After filter runs |
| BYOH Pricing Tier | Dropdown: Option A / Option B / TBD | At investor intake or qual call |
| LOI Status | Dropdown: Not Sent / Sent / Signed / Declined | At LOI stage |
| Contract Status | Dropdown: Not Sent / Sent / Signed / Declined | At contract stage |
| Property Radar Motivation Flag | Dropdown: High / Medium / Low / Not Run | After enrichment |
Automation Rules
| Trigger | Automated Action |
|---|---|
| New lead from Meta Ads | Auto-send Template A1 (landowner) or B-equivalent (investor) + create "Run Fast Fit Screen" task, due same day |
| Stage → Qualified Lead | Create "Complete qual call" task due in 24 hours; notify assigned rep |
| Stage → Feasibility Complete | Create "Send LOI or communicate decision" task due same day; notify Donald |
| LOI Sent + no update in 3 days | Create "Follow up on LOI" task; send reminder to rep |
| Stage → Disqualified | Enroll in 30/60/90 Nurture email sequence |
| Lead age >24 hours, no activity, stage = New Lead | Escalation alert to Donald and assigned rep |
De-dupe rule: Same email OR same phone OR same APN = merge, do not create a second deal. No manual CSV uploads once HubSpot is live. All leads enter via form or direct CRM entry only. Avi will clean the current duplicate batch before Friday training.
Reference
Weekly Executive Reporting
Template for Lennar / Stuart check-ins. Lead with Contract Signed — always. Never use "commitment" in this report.
Weekly Pipeline Report Template — Copy and fill
VEEV WEEKLY PIPELINE REPORT — Week of [DATE] SIGNED CONTRACTS THIS WEEK: [#] ← LEAD WITH THIS CONTRACTS OUT FOR SIGNATURE: [#] (expected close: [DATE]) LOIs SIGNED (not yet at contract): [#] LOIs SENT (pending signature): [#] PIPELINE SUMMARY: Qualified Leads in system: [#] Feasibility In Progress: [#] Feasibility Complete: [#] KEY ACTIONS THIS WEEK: 1. [Action + outcome] 2. [Action + outcome] 3. [Action + outcome] TOP BLOCKERS: 1. [Blocker] — Owner: [NAME] — Resolution by: [DATE] 2. [Blocker] — Owner: [NAME] — Resolution by: [DATE] METRICS: New leads this week: [#] (Meta [#] / Website [#] / Referral [#]) First-response within 24hrs: [%] Top 10 site lists delivered: [#] NEXT WEEK FOCUS: — Convert [X] LOIs to contracts — Deliver Top 10 lists to: [names] — [Other priority]
Scripts
Objection Handling
Standard responses to the most common pushback scenarios. All reps should use these verbatim until they've internalized the framing.
"Another builder says I don't need [stormwater / that line item]"
"That's a fair point — let me explain how we handle it. All civil cost line items in our feasibility are pass-through estimates. If work isn't required after final engineering, you don't pay it. We include it because we'd rather surface it early and remove it than surprise you with a change order later. Our civil team has confirmed that sites with [driveway reconfiguration / impervious surface changes] typically do require above-retention. Other builders who say otherwise either haven't completed their engineering yet, or they'll add it back as a change order. We'd rather be transparent upfront."
"Your price is higher than I expected"
"Let me walk you through where that comes from. [Break down: vertical, site dev, permits/fees if Option B]. The items most likely to come down after final engineering are site development — those are estimates. The vertical build is fixed at $[275 or 400]/SF. For context: Thomas James advertises 600+ per square foot all-in for a comparable home — that's $1.8M+ for what we build at $1,218,400 all-in. We fit to the left of them on price, we're factory-built so you get more consistency, and our cycle time is shorter. The value is there."
"I need this done in 60 days"
"We can move fast — our goal is to be at contract within [X] days of site confirmation. The things that slow us down are legal review cycles and missing site data. The sooner we can get [survey / disclosures / APN confirmation] the better. If you're hard on that timeline, tell me the date now and I'll work backward from it so we know exactly what has to happen each week."
"Why don't you have any signed contracts yet?"
[For internal framing only — do not say this to a lead] Response used with Lennar March review: "For the first time in our company's history, we're going to make money selling homes. You're really going to stop as we're about to get there? We have a capital-light model, strong margins, and feedback has been phenomenal. One contract this week is worth more than 15 LOIs. We're there."
Additional Workflows
D1–D7 Workflow Summaries
Six critical workflows identified as bottlenecks. First 5 implementation steps for each are actionable immediately.
| ID | Workflow | Owner | First 5 Steps |
|---|---|---|---|
| D-1 | Lead Routing + SLA Enforcement | Stacey / Donald | 1. Create HubSpot workflow: New Lead → assign by region rule → task "First touch" due 24hrs 2. Set Lead Type as required field to advance from New Lead 3. Configure alert: deal age >24hrs, no activity → notify rep + Donald 4. Define geographic routing rules 5. Test with next 5 Meta leads before broader rollout |
| D-2 | Duplicate Management + Data Hygiene | Stacey + Avi | 1. Define de-dupe rules: same email = merge; same phone = merge; same APN = flag 2. Confirm de-dupe logic active in Meta → HubSpot sync before cutover 3. Rule: no manual CSV uploads once HubSpot is live 4. Run one-time de-dupe on current leads before Friday training 5. Weekly data audit task: reps clean leads with missing Lead Type or APN |
| D-3 | Contract Repository + Version Control | Andrew / Donald / Legal | 1. Create shared folder: /Contracts/Templates/ with LOI, PSA, Build Agreement, Archived subfolders 2. Populate with current boilerplate from Brian; label with version + date 3. Create Contract Readiness Checklist as mandatory stage gate before any contract is sent 4. Andrew reviews all new contracts against template — flag deviations to legal 5. Add contract folder link to every HubSpot deal record |
| D-4 | Homesite Fit Pre-Check (Fast Workflow) | All reps | 1. Build Fast Fit Screen as HubSpot custom property group (7 boolean fields) 2. Auto-calculate Fast Fit Score (sum of checkboxes); surface on deal card 3. Require Fast Fit Result field before stage can advance past New Lead 4. Add canibuild + Property Radar as pinned tabs in every rep's browser 5. 10-minute screen-share demo using sample address this week |
| D-5 | Meta Lead → HubSpot → 24hr Drip | Stacey + Avi | 1. Confirm Avi completes Meta → HubSpot integration before Friday cutoff 2. Create two enrollment workflows: Landowner and Investor 3. Landowner: immediate A1 → Day 2 rep task → Day 5 follow-up → Day 10 nurture 4. Investor: immediate criteria confirmation → Day 1 begin Locate Alpha search → Day 2 Top 10 5. Set from-name on automated emails to assigned rep (not generic Veev address) |
| D-6 | Tech Stack Usage Rules | Donald / Louisa | 1. Publish Tech Stack Decision Tree (see Tech Stack page) to Monday board; pin to shared drive 2. Shai + Nick: demo canibuild + Locate Alpha in tomorrow's meeting 3. Louisa: confirm canibuild setback data live for all reps; send Locate Alpha access to Andrew + Michael 4. Add "Tool Used" multi-select field to HubSpot deal record 5. Create shared "Tool Issues" thread for reps to flag bugs or missing data (e.g., Locate Alpha MLS filter issue) |
| D-7 | Rilla Call Coaching Implementation | Donald / All reps | 1. Confirm Rilla training date with Lennar contact this week 2. Define required recording types: inbound qual calls, investor intro calls, LOI follow-up calls 3. Upload call scripts from this playbook as baseline benchmark for coaching model 4. Identify top 5 objections from last 2 weeks as coaching priorities 5. Set weekly 15-min Rilla review on Monday board: rep + Donald review top coaching flags |