Beyond the Edge of Settlement Dan Duffy Chairman and CEO Are You Ready?

“The Extra Degree” ™ The energy it takes to warm water to 211 degrees, one degree short of boiling, is exponentially more than what it takes to raise the temperature one more degree to 212 degrees. So what? The Extra Degree is Everything! ™ - The Walk The Talk Company

A Man Named Doug Douglas H. Brooks Chairman of the Board, President and Chief Executive Officer of Brinker International, Inc. Board of Directors of Limbs for Life Professional Advisory Board for St. Jude Children's Research Hospital Southwest Airlines, Board of Directors

Prior to the lunch I believed the following: “All Success is derived first from Passion… The core cause of all Failure is Insecurity….” “All Success is derived first from Curiosity… The core cause of all Failure is Insecurity….” A Man Named Doug After the lunch and after a considerable amount of pressure testing, I believe the following:

Built to Last Preserve The Core Stimulate Progress Invest in Existing Competitive Advantage And Support Core Values and Purpose Strategically Relevant Initiatives And / Or B.H.A.G.s

Long Range Strategic Initiatives So what are we “curious” about and in what are we willing to invest “the extra degree”: Agent Retention & Recruitment – Empower Brokers 100% Leverage of Niche Marketing Program (SPG) Further Network Expansion – US and International Communicate Differentiation – Consumers Relentless Technology Innovation Develop Captive Urban Referral Network and Media

Agent Retention & Recruitment Seek to understand agent needs: –Training –Tools –Technology –Support Differentiated offering to address identified needs Improve profitability – increase revenue / lower cost S = E – (P of R) Quick hits: –Agent web sites and marketing platform –Listing power –Sales and marketing power

Network Expansion – US and International Added 57 offices to US network in 2010 Goal to add 100 offices in strategic, open markets 2011 UC market can support ~2,000 offices; ~600 today Entered Costa Rica, Panama and Mexico 2011 – Canada, Australia and South Africa 2012 – EU ; 2013 – Pan Asia What is in it for you… Expanded network = investment resources / global brand awareness

100% Niche Marketing Leverage Drive the conversation to the “consumer” Expert status for 100% of all agents and brokers Differentiated, effective targeted marketing tools Access to SPG shared credentials & knowledge (SMEs) Michael Landreth, National Director Business Development Momentum is upon us…case study: Fred Danforth, Managing Partner

Communicate Differentiation

Relentless Technology Innovation Constant attention (e.g., SEO) It matters a great deal (99%) We are one-stop-shop We are your CTO Agent recruiting / retention Lead generation David’s $1.8 million announcement

Develop Captive Urban Referral Network and Media Need for a large referral network in urban markets Need for exponential expansion of urban marketing assets Need to expand brand awareness into “New Frontiers” Need to push our technologies Need to capture best practices Need to educate buyers of our competitive differentiation

Develop Captive Urban Referral Network and Media 180 degrees from United Country’s model Addresses broken aspects of urban real estate models Complimentary / drives buyers to United Country Non-competitive to United Country (see prior slides) Restricted to metro territory Owned / controlled by the Home Office Financed separately by Home Office new capital Feeds resources required to continue investments across both platforms and shared best practices

Building on Our Shared Legacy

Let’s Get to Work Be CURIOUS Be present Make room for new ideas Aggressively share Have fun…we all deserve it! Commit to “The Extra Degree”

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