Two New Designer Models Ready for Purchase at Sandpearl Residences

Below is a newly distributed press release announcing Sandpearl Residences’ two new designer models on Clearwater Beach, FLA.

Clearwater Beach, FL July 31, 2009 — JMC Communities, the St. Petersburg, Fla. based real estate development company noted for specializing in premier waterfront residential condominium properties and resorts, announced today that their award-winning Sandpearl Residences has just completed two newly designed models.

Jill Lifsey, owner of District Designs, Tampa’s first modern design center, created a fresh twist on coastal living in one of Sandpearl’s two-story City Homes. This model has views of both the Clearwater Harbor and the downtown area. Vibrant hues of green, turquoise and canary yellow combine with crisp lines and urban style to create a unique, stylish retreat in perfect harmony with its waterside location.

Suzan Ross’s Decker-Ross Interiors designed a two-bedroom den model called “Running Waters.” This vacation oasis was inspired by elements of the tropics. It boasts a coconut shell mirror and entertainment cabinet, slate fountains, glass mosaic and stone backsplash and hand-blown glass in the ceiling, among many other artistic appointments. Sandpearl Residences have sold $43 million in the past 18 months.
“Furnished models are popular among buyers, as it allows them to begin planning and enjoying their new home without going through a lengthy design process,” notes Steve McAuliffe, VP Sales and Marketing of JMC Communities, developer of Sandpearl Residences. “We expect prospective buyers will find these properties exquisitely, yet very comfortably designed.”

As a combined resort and condominium property, residents of the Sandpearl enjoy breathtaking views of the Gulf of Mexico, open and luxurious living spaces, room service, concierge and housekeeping services, and all of the amenities offered next door at the five-diamond quality Sandpearl Resort, including spa services, enrichment programs, restaurants and more. To arrange a property tour or for sales information, call (727)466-6785 or visit

More information…


Selling in Today’s Market (Part 2) –Sales Demonstration

Working in this fascinating world of sales and marketing for 30 years, I have had the good fortune of sharing and learning with the best in the industry.  The basics remain the same… the new prospect’s desires need to be respected!! With that, I want to continue on with Part 2 of successful selling in today’s real estate market… product demonstration.

I’m going to use our Sandpearl Residences on Florida’s Clearwater Beach as an example:

You’re never sure how much time you have with your guest so it is always good to begin with a success (good news) story informing them know of we are now. 

“We are so excited, we wrote 5 purchase agreements last month and already have 3 sales this month.” 

It’s important to get them in the game before unveiling what we have to offer. This creates excitement and anticipation for what we have to offer.

Other success stories…

“We just completed two new models”

“We were just awarded with 3 Parade of Homes design awards last week”

“We only have one home left in the boutique building”

“The owner just informed us that we will have boat slips”

“Expedia recently ranked Sandpearl #8 best worldwide”

“The Sandpearl Resort just received the Silver LEED designation—first in Florida”

No need to go into great detail… urgency is created in the mind.  This creates engagement, curiosity and excitement in learning the reasons for the successes.  But, take time to let them talk—a lot.  You now have a platform from which to lead.

Lose the sales pitch… this is where the focus on the “you the customer” comes into play and the marketing buzz goes away.  The more you can personalize the better… work in little vignettes–keep a list of the good quotes you hear during the presentations, share them with one another and try to work them into conversations.  It’s one thing for you to say it, it’s totally another if someone else says it.  It becomes a softer sell–subtle, warm and friendly.

Keep the positive excitement at all times!!  Let your voice reflect your different emotions relative to the information you are sharing–for example:  pride when speaking about the developer… awe when discussing the architectural and site design… excitement regarding the model homes and the hidden benefits within.  Your community is your masterpiece… sell it.

Think about what you are going to say as you exit the office and begin your tour.  Whether turning left or right, what are the key points you want to mention as you walk along the sidewalk. Good News

“Collections at Sandpearl just had its ribbon cutting a few weeks ago–it features quality resort wear and accessories.”   “I just bought the most comfortable…”

These are part of your guest’s defining moments—You should be aware of at least 40 during each tour.  I’ve talked about this for years; it is what helped make Saturn automobiles so successful–a focus on the experience!!  These are moments when prospects form an opinion about you and the community at every point of contact.  How can you make each one better, every day?

  • Curb appeal
  • How your prospects are greeted
  • Professionalism of the sales center atmosphere
  • Cleanliness of all touch points—especially the inventory (both furnished & unfurnished)
  • Landscaping
  • Your attitude
  • Smells

If you want a more current term for this, let’s call them Brand Values.  They are manifest in how you treat customers, fellow employees and vendors… the appearance of facilities… how you answer the telephone… how you treat the environment… how you dress… and so on.

Napoleon Hill talked often about definiteness of purpose as a quality for success.  When we are driven by a purpose—one that will improve the lives of all guests we touch, we will command both respect and profitable share.  If you have a purpose and can communicate it with clarity and passion, you will feel good about what your goals are and the path for with to reach them.

OK, back to the tour… There is no need to immediately enter the building.  Stop several yards from the entry so your guests can experience arrival–never take prospects through a parking garage!  This is an opportunity to mention the architectural style and the unique design elements that typically go unnoticed.  Touch upon the streetscape/approach value… name the architect… structural integrity…… determine familiarity with the locale if not already done so.  If you can work in some predispositions as you approach the building, so much the better.

Whether entering the building or the model, let the prospect enter first–they don’t want to be looking at your back-side–hence blocking the experience and/or view.  Don’t make the mistake of quoting features and benefits before discovering their lifestyles.

Dave Stone always preached that the first thing you want to do is get them involved in the feel of the home, not what comes with it.  How the home feels, lives and functions has to be done first, then, as you work through the process, you can pick up on something they may be interested in, mentioning features only after you have established some areas of interest.  Get the home to sell first from the standpoint of living in it… let them experience it… let them feel the home.  If they comment on the openness, you can respond with, “see how this home has brought in the light… that is something we told the architects when designing these plans–floor to ceiling windows and at the same time not giving up any privacy–how does this feel to you”?

Always stand in places that don’t block views… anchor yourself.  Put yourself in the picture and the space shrinks–remain beside or behind them–corners are good.  Have them describe what then enjoy doing when at the beach

“Do you spend a lot of time in your home?… how does this feel as a beach home?  wouldn’t you just want to live on this balcony?”

Did you know that you can call the resort for room service? …and have everything from crab cakes to sushi to crème brule delivered to your home?”

You want to be constantly asking how does this feel… get that feedback...

How does the kitchen compare with what you are used to?”

This is a perfect time to use third-party quotes.

A common mistake is to give too much information with no target.  If there is anything to learn in sales, we must listen, get people involved and use the response…

“What really seems to appeal to you is openness… balcony… views… light…” and so on. 

Don’t be afraid to ask whether the price range of the home meets their budget… is the value there?

Help them to buy!!  Convince them that you have their best interest at heart.  The moment they appear to become uncomfortable, do something to make them comfortable—do it their way.

Keep the doors closed. Each entry should be magical–i.e., let them discover the master suite when you want them to–adds to the romance.  Whatever area they seem attracted to, spend time there… most are attracted to light/views–let them maneuver and then watch–they will gravitate to the areas where they will spend the most time.  Engage them in the functionality of the spaces… what makes this room livable?  Work the romance…

 “Can you imagine how nice it would be to have your morning coffee on the balcony”? …”ordering breakfast in bed from the Resort”? …”enjoying the magnificent sunsets with family and friends?”

Don’t forget privacy and soundproofing features.  A perfect time to talk about these items is when you come back in from the balcony and close the sliders… shutting out the noise.

Have water/soft drinks in the fridge.  Invite them to sit down with the view in front of them… begin narrowing down a specific home and let them sell themselves from your point of guidance.

Use this same formula when presenting the common areas.  The Resort should be part of your tour—it is an amenity/feature equally important to the sales process and not simply limited to the sale of Suites.

Always escort your prospect back to the sales center taking a different path than initially.  Establish a reason to get back in contact with them… double check to see you have all the contact information and their preferred way to communicate.

Have you stopped to think about the Buyer’s Critical Path?

  1. Can I Believe this sales person?  Is he/she Trustworthy?
  2. Do we Communicate?
  3. Does this community have What I Want?  What I Need?
  4. Do I like/love the Models
  5. Can I Afford this home?
  6. Is it a Good Value?  Better elsewhere?
  7. Do I have good reasons to Justify this?
  8. Do I have good reasons to Do This Now?

If you can get “YES” answers to all these questions… YOU WIN!!!

Focus on your process… Be logical!!  The transformation will take place from logical to emotion during your sales presentation.  Your goals will take care of themselves.

Above All Else, Be Memorable… Champion your sale!!

See Part 1 — Keep Learning

Sandpearl Resort, Clearwater Beach Awarded Florida’s 1st LEED green building certification for resort or hotel

Sandpearl Resort Awarded FLORIDA’S FIRST LEED® green building Certification for a resort or hotel 

Located in Clearwater Beach, Sandpearl is the 15th resort or hotel worldwide to earn this prestigious designation

CLEARWATER BEACH, FL (May 5, 2009) – Clearwater Beach’s Sandpearl Resort, developed by locally-owned JMC Communities and managed by Coral Hospitality, has been awarded LEED® Silver Certification by the U.S. Green Building Council. Sandpearl is the first resort or hotel in Florida to achieve this distinguished honor and one of only 15 worldwide. Sandpearl Resort opened in August 2007 and is also a designated member of the Florida Green Lodging Program.

“This certification is the culmination of extraordinary efforts by the entire JMC Communities development team, and proves Clearwater Beach’s commitment to caring for its natural resources,” said Michael Cheezem, CEO of JMC Communities. “We’ve been building on Clearwater Beach for over 15 years, and are thrilled to serve as an example that you can successfully develop in an environmentally responsible manner. JMC Communities is thankful for the efforts of its team, and the unwavering support of the Hunter Family and Greenfield Partners, co-owners of the Sandpearl Resort.”

          JMC Communities was the visionary leader behind Sandpearl’s drive to achieve LEED (Leadership in Energy and Environment Design) certification, which is based on energy use, lighting, water and material use as well as incorporation of a variety of other sustainable strategies. LEED verifies environmental performance, occupant health and financial return. LEED was established for market leaders to design & construct buildings that protect and save precious resources while also making good economic sense.

“We’re honored to receive LEED certification and to be recognized among such an elite group of properties worldwide,” said Lee Weeks, CEO of Coral Hospitality, Sandpearl Resort’s management company. “This certification is just one more step in achieving our goal of being one of the most environmentally friendly resorts in the country.”

          LEED certification of Sandpearl Resort was based on a number of green design and construction features that positively impact the project itself and the broader community. These features include: chilled water air-conditioning system; heat recovery exhaust system; in-room energy management system; common areas thermal comfort; ozone assisted laundry; special glazing for windows and sliding glass doors; low emission construction materials; geothermal pool heating system; ozone pool sanitizing system; extensive water conservation systems; waste conservation; and more.

“Since Sandpearl Resort’s conception, we knew we would incorporate green building materials and energy management systems to limit our impact on the environment,” stated Stuart Arp, general manager of the Sandpearl Resort. “This milestone achievement helps ensure that generations of visitors will enjoy Clearwater Beach as we do today.”


About the U.S. Green Building Council

The U.S. Green Building Council (USGBC) is a nonprofit membership organization whose vision is a sustainable built environment within a generation. Its membership includes corporations, builders, universities, government agencies, and other nonprofit organizations. Since UGSBC’s founding in 1993, the Council has grown to more than 17,000 member companies and organizations, a comprehensive family of LEED® green building rating systems, an expansive educational offering, the industry’s popular Greenbuild International Conference and Expo (, and a network of 78 local chapters, affiliates, and organizing groups.

For more information, visit


About LEED®

The LEED® (Leadership in Energy and Environmental Design) Green Building Rating System™ is a feature-oriented rating system that awards buildings points for satisfying specified green building criteria. The six major environmental categories of review include: Sustainable Sites, Water Efficiency, Energy and Atmosphere, Materials and Resources, Indoor Environmental Quality and Innovation and Design. Certified, Silver, Gold, and Platinum levels of LEED green building certification are awarded based on the total number of points earned within each LEED category. LEED can be applied to all building types including new construction, commercial interiors, core & shell developments, existing buildings, homes, neighborhood developments, schools and retail facilities.


Incentives for LEED are available at the state and local level and LEED has also been adopted nationwide by federal agencies, state and local governments, and interested private companies. For more information, visit


About the Sandpearl Resort

Sandpearl Resort, managed by Coral Hospitality, is the first new beachfront resort in Clearwater Beach in over 25 years. Situated along a 700-foot expanse of pristine Gulf Coast beach, Sandpearl Resort features 253 luxurious guest rooms and suites, a lagoon-style beachfront pool with private cabanas, unique lifestyle enrichment programs, fine & casual dining, a full-service spa featuring signature pearl treatments, plus meeting & event space. Both the Sandpearl Resort and its signature restaurant, Caretta on the Gulf, are 2009 AAA Four Diamond Award recipients. Sandpearl was also recently ranked 8th on Expedia® Insiders’ Select™ 2009, a ranking of the top hotels and resorts worldwide based on customer satisfaction and value for the dollar. For more information, visit or call (877) 726-3111.


About JMC Communities

Founded in 1978, JMC Communities ( is a Florida-based real estate development company specializing in premier waterfront residential properties and resorts that preserve and accentuate the state’s natural beauty and uniqueness. JMC Communities has developed more than 3,700 waterfront condominium homes in Florida, including many highly successful developments in the Gulf Coast area. JMC Communities is recognized as one of the finest multi-family community developers in the state, and has been the recipient of many awards including multiple “Grand Overall Winner” Parade of Homes Awards, the 1998 Builder of the Year by the Pinellas County Contractors and Home Builders Association, the Volusia Home Builder Association’s Waterwise Award, and special recognition from the St. Petersburg City Beautification Commission. For additional information, please contact Steve McAuliffe at (727) 823-0022 or


About Coral Hospitality

Coral Hospitality ( is a full service management company with a diverse portfolio of resorts, hotels, condominiums, private golf clubs, marina, spas and community associations. Currently managing 35 properties throughout the Southeastern United States and the Caribbean, Coral operates each with a core belief in providing thoughtful service in unique surroundings. For further information, please contact Tom Anderson at (239) 449-1800 or

8th BEST Worldwide–Sandpearl Resort, Clearwater Beach, FL

The Sandpearl Resort on Clearwater Beach on Florida’s west coast, has been honored by as the 8th BEST hotel worldwide.  There has been a tremendous buzz in all media about this incredible accomplishment… most recently on television .  Owned and developed by JMC Communities, the Resort opened in August 2007 as the first new Resort on Clearwater Beach in over 20 years.

The Resort also ranked in the Top 10 of all Preferred Hotels surveyed worldwide in 2008, thus winning the Preferred Global Standards of Excellence award for quality assurance.

Sandpearl Resort also has a condominium component directly next door.  The 15-story tower and boutique building  is home to 117 private residences and endless views of both the Gulf of Mexico and Clearwater Harbor.  Many Resort privileges come with these homes, such as, room service, housekeeping, concierge and 24-hour monitored access.