Bridgehead Prepared for Drew at Impact Housing
For Drew

Affordable Housing Developers Sales Playbook

Drew, we’ll build your new sales lead’s first 100 accounts in 10 days. The first 25 are below, and they’re yours either way.

If your business development seat stays open another quarter, ignore this. If it doesn’t, the next two minutes are worth it.

What we noticed

Your site shows a 272-unit San Diego project at $332,000 per unit, set against the $576k average applicant in the May 2025 CDLAC round. That is a number a developer can check against its own application.

Your Senior Manager, Business Development posting went up on October 29 and asks one person to own outreach, the CRM, campaigns, conferences and a small team. The developers that person can call before the lists exist are on this page.

  1. August 26 You spoke on a modular construction panel at Bisnow’s Southern California conference
  2. October 29 Senior Manager, Business Development posted
  3. November 9 The first 25 accounts are on this page

What changes for your new AE

Your new sales lead starts day one with 100 developers you approved, each with the reason to call now, and drafts to the first five, instead of spending the first months building lists. A developer that just won a bond allocation is on a clock, and the list shows which ones filed the biggest gap between their cost per unit and the number on your site.

Your first 25 accounts

Picked from how your posting and your site describe your buyers. Each one has the reason it’s here and the source.

Yours either wayKeep these 25 whether or not we ever talk.
Cut any you wouldn’t callTell us why, and we replace it. We keep going until you’d keep at least 80 of the 100.
  1. C&C Development Orange County and San Luis Obispo, CA · 3 awards, 222 units
    1

    Three awards at once, two of them in Orange County, close to your factory region, and one named workforce housing, the product your site describes. Their filed cost per unit sits at your site’s $576k average applicant figure, so the first question is where modular moves it.

    Signal: Jun 22, 2026 Source
    Buyer: Chief Development Officer or Director of Development
    Why it’s ranked here

    A strong fit.

    • A California developer that won a 2026 Round 1 bond allocation for new construction, so the project has a defined program and a bond clock running.
    • Site in Southern California, where your factory and your San Diego and Los Angeles projects are.
    • Between 40 and about 500 units, the range of projects you have completed.
    • Filed total cost per unit above the average applicant your site cites. The bigger the gap, the more modular has to give.
    • Not one of your own projects or a partner on one.
    • A pipeline, not a one-off: more than one award in the same round.
  2. Eden Housing San Diego and Cupertino, CA · 2 awards, 354 units
    2

    The San Diego project is in your home market and filed above the $576k average applicant your site cites. Two awards in one round make it the kind of pipeline where one modular pilot could be the first of several.

    Signal: Jun 22, 2026 Source
    Buyer: Chief Development Officer or Director of Development
    Why it’s ranked here

    A strong fit.

    • A California developer that won a 2026 Round 1 bond allocation for new construction, so the project has a defined program and a bond clock running.
    • Site in Southern California, where your factory and your San Diego and Los Angeles projects are.
    • Between 40 and about 500 units, the range of projects you have completed.
    • Filed total cost per unit above the average applicant your site cites. The bigger the gap, the more modular has to give.
    • Not one of your own projects or a partner on one.
    • A pipeline, not a one-off: more than one award in the same round.
  3. EAH Inc. Santa Monica and Oakland, CA · 2 awards, 175 units
    3

    Its Santa Monica project is in Los Angeles County and filed at more than $1,000,000 per unit, far above the $576k your site cites. A gap that size is the conversation your preliminary project plan is built for.

    Signal: Jun 22, 2026 Source
    Buyer: Chief Development Officer or Director of Development
    Why it’s ranked here

    A strong fit.

    • A California developer that won a 2026 Round 1 bond allocation for new construction, so the project has a defined program and a bond clock running.
    • Site in Southern California, where your factory and your San Diego and Los Angeles projects are.
    • Between 40 and about 500 units, the range of projects you have completed.
    • Filed total cost per unit above the average applicant your site cites. The bigger the gap, the more modular has to give.
    • Not one of your own projects or a partner on one.
    • A pipeline, not a one-off: more than one award in the same round.
  4. Samuelian Group Los Angeles, CA · 2 awards, 333 units
    4

    Two Los Angeles sites in one round, 333 units together, with cost per unit a little under the $576k your site cites. A developer with two projects at once can compare your plan against its own two budgets.

    Signal: Jun 22, 2026 Source
    Buyer: Chief Development Officer or Director of Development
    Why it’s ranked here

    A strong fit.

    • A California developer that won a 2026 Round 1 bond allocation for new construction, so the project has a defined program and a bond clock running.
    • Site in Southern California, where your factory and your San Diego and Los Angeles projects are.
    • Between 40 and about 500 units, the range of projects you have completed.
    • Filed total cost per unit above the average applicant your site cites. The bigger the gap, the more modular has to give.
    • Not one of your own projects or a partner on one.
    • A pipeline, not a one-off: more than one award in the same round.
  5. CRP Affordable Housing and Community Development San Diego and Imperial, CA · 2 awards, 173 units
    5

    One site in your home market and one in Imperial County. Both filed under the $576k average your site cites, so the call is about time, which is where your site says modular is typically 30% faster.

    Signal: Jun 22, 2026 Source
    Buyer: Chief Development Officer or Director of Development
    Why it’s ranked here

    A strong fit.

    • A California developer that won a 2026 Round 1 bond allocation for new construction, so the project has a defined program and a bond clock running.
    • Site in Southern California, where your factory and your San Diego and Los Angeles projects are.
    • Between 40 and about 500 units, the range of projects you have completed.
    • Filed total cost per unit above the average applicant your site cites. The bigger the gap, the more modular has to give.
    • Not one of your own projects or a partner on one.
    • A pipeline, not a one-off: more than one award in the same round.
  6. Wakeland Housing and Development Corporation San Diego, CA · 131 units
    6

    A San Diego senior project filed above the $576k average your site cites. San Diego is where your first four projects are, so you can point to buildings they can drive to.

    Signal: Jun 22, 2026 Source
    Buyer: Chief Development Officer or Director of Development
    Why it’s ranked here

    A strong fit.

    • A California developer that won a 2026 Round 1 bond allocation for new construction, so the project has a defined program and a bond clock running.
    • Site in Southern California, where your factory and your San Diego and Los Angeles projects are.
    • Between 40 and about 500 units, the range of projects you have completed.
    • Filed total cost per unit above the average applicant your site cites. The bigger the gap, the more modular has to give.
    • Not one of your own projects or a partner on one.
    • A pipeline, not a one-off: more than one award in the same round.
  7. Related Irvine Development Company Los Angeles, CA · 100 units
    7

    A filed cost near $1,000,000 per unit on a 100-unit building, in your Los Angeles market. It sits inside the size range you have completed.

    Signal: Jun 22, 2026 Source
    Buyer: Chief Development Officer or Director of Development
    Why it’s ranked here

    A strong fit.

    • A California developer that won a 2026 Round 1 bond allocation for new construction, so the project has a defined program and a bond clock running.
    • Site in Southern California, where your factory and your San Diego and Los Angeles projects are.
    • Between 40 and about 500 units, the range of projects you have completed.
    • Filed total cost per unit above the average applicant your site cites. The bigger the gap, the more modular has to give.
    • Not one of your own projects or a partner on one.
    • A pipeline, not a one-off: more than one award in the same round.
  8. People’s Self-Help Housing Corporation Fillmore and Cambria, CA · 2 awards, 83 units
    8

    Two small rural projects filed near $900,000 per unit. Small sites with high cost per unit are where a repeatable unit design has the most to show.

    Signal: Jun 22, 2026 Source
    Buyer: Chief Development Officer or Director of Development
    Why it’s ranked here

    A strong fit.

    • A California developer that won a 2026 Round 1 bond allocation for new construction, so the project has a defined program and a bond clock running.
    • Site in Southern California, where your factory and your San Diego and Los Angeles projects are.
    • Between 40 and about 500 units, the range of projects you have completed.
    • Filed total cost per unit above the average applicant your site cites. The bigger the gap, the more modular has to give.
    • Not one of your own projects or a partner on one.
    • A pipeline, not a one-off: more than one award in the same round.

Your new sales lead’s first 100 accounts, in 10 days

The first 25 are above, and they’re yours either way.

Email Kash

We build a handful of these a month, for founders hiring now.

10 days

from kickoff to your team running it

  • 100 accounts you approve, each with the reason
  • Drafts to the first five, in your voice
  • Your team runs it without us
  • Any account you cut, we replace

How does Impact Housing sell?

An outside read from your posting, your site, your Bisnow panel and your press, built to be corrected: tell us anything that’s wrong. Tap a clip to play it from that moment.

What your customers sayFrom Senior Manager, Business Development posting, Design | Build, ihousing.us home page, Modular Projects Planned for Four San Diego Neighborhoods (San Diego Business Journal), Lenders Warm Up, Lawmakers Step In: Modular Construction Picks Up In SoCal (Bisnow), Prefabricated construction could lower housing prices in San Diego (KPBS)
  1. IHImpact Housing posting
    “Personally identify, engage and qualify prospective developers, owners and strategic partners; secure introductory meetings with senior leadership”
    Impact Housing posting · Senior Manager, Business Development posting
  2. IHImpact Housing site
    “Schedule a call with us to develop your preliminary project plan, test fit, budget, & schedule”
    Impact Housing site · Design | Build
  3. IHImpact Housing site
    “cutting costs, compressing timelines, and reducing risk”
    Impact Housing site · ihousing.us home page
  4. DOSan Diego Business Journal
    “one of the biggest roadblocks to healthy development, especially at a fair price, is good housing policy.”
    Drew Orenstein, San Diego Business Journal · Modular Projects Planned for Four San Diego Neighborhoods (San Diego Business Journal)
  5. DOBisnow
    “Lenders have come a long way in terms of their comfort level with modular”
    Drew Orenstein, Bisnow · Lenders Warm Up, Lawmakers Step In: Modular Construction Picks Up In SoCal (Bisnow)
  6. DOBisnow
    “I think it will really help with some of the bonding criteria and increase people's appetite for working with modular manufacturers”
    Drew Orenstein, Bisnow · Lenders Warm Up, Lawmakers Step In: Modular Construction Picks Up In SoCal (Bisnow)
  7. IHImpact Housing site
    “our modular design-build projects are typically 30% faster to build than conventional stick-built”
    Impact Housing site · ihousing.us home page
  8. IHImpact Housing site
    “average applicant: $576k/unit”
    Impact Housing site · ihousing.us home page
  9. IHImpact Housing site
    “The Impact model allows us to build new housing at a significantly lower cost and keep rents affordable for the working class.”
    Impact Housing site · ihousing.us home page
  10. DOKPBS
    “So we take the cost savings, we take the time savings, and we translate that into what we hope to be a reduction in the rental price point”
    Drew Orenstein, KPBS · Prefabricated construction could lower housing prices in San Diego (KPBS)
  11. DOSan Diego Business Journal
    “We are constantly reacting to what’s available in the market in terms of where we can find sites to develop”
    Drew Orenstein, San Diego Business Journal · Modular Projects Planned for Four San Diego Neighborhoods (San Diego Business Journal)
  12. IHImpact Housing site
    “Review of due diligence materials provided by the client”
    Impact Housing site · Design | Build
  13. IHImpact Housing posting
    “Develop segmented target lists, outreach messaging and coordinated prospecting campaigns”
    Impact Housing posting · Senior Manager, Business Development posting

Words you use

  • “vertically integrated”
  • “LIHTC”
  • “CDLAC”
  • “Lean Standard Model”
  • “workforce housing”

How the list learns your calls

In the first session you react to accounts like these: keep or cut, and why, the way you’d tell a cofounder. Each reason becomes a rule you can read, the pool re-scores, and ten more show whether it learned. Keep eight of ten and the hundred is built on your rules.

  1. You cut one on the call, and say why
  2. It becomes a rule
  3. The pool re-scores
  4. Ten more test it

Which questions can only you answer?

Your posting and your site say who you sell to, but not which developers you would never take a meeting with, or what a developer has to show before a modular design-build plan is worth a call. About 30 minutes of you reacting to real accounts answers these.

  1. 1

    Which developer type do you go to first: for-profit developers, or nonprofits that win bond allocations?

    Rows 1, 4, 9 and 10 are for-profit and joint-venture developers; rows 2, 3, 6 and 8 are nonprofits. Your answer reorders the list.

  2. 2

    What filed cost per unit makes a developer worth a call: only above the $576k average, or also near your own $332,000?

    Rows 17 and 19 are filed near $360,000; row 24 is filed below your $332,000; rows 3 and 22 are above $1,000,000.

  3. 3

    Do you call a developer that has several awards at once, or one with a single project and one decision-maker?

    Rows 1 to 5 each hold two or three awards; rows 10, 11 and 12 hold one.

  4. 4

    Where does your reach stop: Southern California only, or anywhere in the state?

    Rows 21, 23 and 25 (Pacific West, Danco and AMCAL) are in the Central Valley, the Bay Area and Sacramento.

  5. 5

    Is a later phase of a development open to a new builder?

    Row 20 (Ravello Holdings) is Phase 2B of an existing project; row 22 (Michaels) is a phase of a larger redevelopment.

What does your Sr. Manager, Business Development’s first morning look like?

Without

The CRM you have now. The early weeks go to learning which accounts you’d call, and why.

With · Sr. Manager, Business Development, first morning

  • CCC&C DevelopmentDraft written
  • Eden HousingDraft written
  • EAH Inc.Draft written
  • SGSamuelian GroupDraft written
  • CACRP Affordable Housing and Community DevelopmentDraft written

A hundred accounts you approved, the rules behind them and drafts to the first five, so their time goes to buyers.

From week two, your mornings too: one brief, drafts to approve, every message sent by you.

How the 10 days run

What happens in the ten working days?

November 16, 2026 to December 1, 2026. About a day of your time in total.

  1. Before by November 16

    You send the customers you’d clone and three deals that went wrong, plus 10 to 20 emails or posts you wrote. “How you sell” is drafted from your talks and posts.

    You: 20 minutes
  2. Day 1 November 16

    The playbook session: we fill the gaps and correct the draft together. Your CRM is connected.

    You: 2 hours
  3. Day 2 November 17

    Your first rules are written; a few hundred companies are scored against them.

    You: none
  4. Day 3 November 18

    You review the first 25 (talking it through is fine).

    You: 30 minutes
  5. Day 4 November 19

    Your reasons become rules; you see the re-score and judge 10 more. First touches are written in your voice to the accounts you kept, and you read ten. Touches start logging to the CRM.

    You: 30 minutes
  6. Day 5 November 20

    The hundred is built. The research tool is set up; you test it on three accounts you know.

    You: 15 minutes
  7. Day 6 November 23

    The morning run is set up; your first morning, with us.

    You: 30 minutes
  8. Day 7 November 24

    You review all hundred, and any cut is replaced. Team training, session one.

    You: 1 hour 20 minutes
  9. Day 8 November 25

    Your first morning on your own. Training session two, hands-on for each person.

    You: 1 hour plus your morning
  10. Day 9 November 30

    Your second morning on your own. Each person on your team runs the morning alone.

    You: your morning
  11. Day 10 December 1

    Your third morning on your own. A week of touches is in the CRM. Handover sign-off.

    You: 30 minutes plus your morning
Kash Badami

Who builds it?

The person in the video does the work with you, from the first session to the handover.

$100M+in deals sold in a single year
$0 to $10MARR in 12 months, for a company I built
  1. “Kash and I built ERT Credit together in 2021. He took my MVP and turned it into a SaaS that hit $10M ARR in twelve months.”

    Jordan Anderson, CEO, PayStreetgobridgehead.ai/about

  2. “Analytical in approach, technologically-knowledgeable, and earnest in conviction, Kash was able to drive pipeline in a notoriously challenging tech region.”

    JBJason Brandt, Managing Director, Sales, ePlus inc.LinkedIn recommendation, April 2020

Where does this go from here?

Three options. Each one is fine.

Not a fit

Say so in a line, and that’s the end of it.

Not now

Keep the 25 and the read on how you sell, and share them. When the role fills, the offer stands.

Talk with Kash

Ask Kash to call you, or email him. He calls to set up a 30-minute strategy session. Bring your cofounder or your sales leader.

Your new sales lead’s first 100 accounts, in 10 days

The first 25 are above, and they’re yours either way.

Email Kash

We build a handful of these a month, for founders hiring now.

10 days

from kickoff to your team running it

  • 100 accounts you approve, each with the reason
  • Drafts to the first five, in your voice
  • Your team runs it without us
  • Any account you cut, we replace

Impact Housing sales playbook, in brief

Impact Housing, in Los Angeles, is a vertically integrated modular design-builder and developer of workforce and affordable apartments, with projects in San Diego. Its site says its modular projects are typically 30% faster to build than conventional stick-built.Senior Manager, Business Development posting, ihousing.us home page, Projects

Its Senior Manager, Business Development posting, from October 29, asks someone to “personally identify, engage and qualify prospective developers, owners and strategic partners” and to run the CRM, campaigns and conferences behind it.Senior Manager, Business Development posting

Its pitch is cost and time: the site shows a 272-unit project at $332,000 per unit against a $576k average applicant in the May 2025 CDLAC round, and offers a preliminary plan with a test fit, budget and schedule.ihousing.us home page, Design | Build

The first 25 accounts for a new sales lead are California developers that won 2026 Round 1 bond allocations for new apartment buildings, each scored on six rules and backed by a dated, sourced signal: fifteen strong fits, six in the middle and four edge cases that test the rules.CDLAC meeting binder and staff reports, May 12, 2026, CDLAC Round 1 2026 final recommendation list of awards, June 22, 2026, CDLAC minutes of June 22, 2026, in the August 18 meeting binder (Round 1 awards approved)

Prepared by at Bridgehead · November 9, 2026 · Every source

Questions founders ask

Can’t my AE build this when they start?

They can. But wouldn’t you rather they were selling? Reps spend 28% of their time selling, and the average new AE takes 6.2 months to ramp. This replaces the weeks they would spend building the list and learning what you already know.

28%: Salesforce, State of Sales (7,700+ sellers, 2022) · 6.2 months: Bridge Group, 2026 AE report (158 companies)

How much sooner does my new AE get to work?

From day one, because the accounts you approved and the first drafts are waiting. The average new AE takes 6.2 months to ramp, and at a $200K median OTE that is about $103K paid before they are fully productive. Only 48% of AEs hit quota.

6.2 months: Bridge Group, 2026 AE report (158 companies) · $103K: arithmetic ($200K median OTE × 6.2 months ÷ 12); Bridge Group, 2026 AE report (158 companies) · 48%: Bridge Group, 2026 AE report (158 companies)

We tried an outreach tool and it sounded like a robot. How is this different?

Nothing goes out on its own. Every account on the list is one you approved, every draft is written to one person, and you send each message yourself. It learns your voice from what you’ve written and from every edit you make.

How much of my time does it take?

About a day, spread across the ten working days: the 2-hour session on how you sell, short list reviews you can talk through, two training sessions and your first mornings. The hours your AE gets back go to selling, where reps spend just 28% of their time today.

28%: Salesforce, State of Sales (7,700+ sellers, 2022)

What happens after you leave?

It keeps learning. Each week it proposes rule changes from what your cuts, replies and silences showed, and you approve or reject each in a line.

Where does my data live?

In your own accounts: your Claude, your CRM, your files. Nothing runs on anyone else’s side, and any rule can be changed in plain English.

How is it priced?

The first engagement is one fixed price for the ten days. It depends on how many people we train and which systems we connect, so Kash quotes it on a short call. After handover, you can keep us on a retainer to keep supporting your sales process and refining it, if you choose that route.

The research behind this page 11 sources · 1 postings · 0 customers · 49 stores looked at

Your talks and posts

  1. ihousing.us home page, November 9, 2026
  2. About Impact Housing, November 9, 2026
  3. Projects, November 9, 2026
  4. Design | Build, November 9, 2026
  5. Modular Projects Planned for Four San Diego Neighborhoods (San Diego Business Journal), November 3, 2022
  6. Lenders Warm Up, Lawmakers Step In: Modular Construction Picks Up In SoCal (Bisnow), September 1, 2026
  7. Prefabricated construction could lower housing prices in San Diego (KPBS), November 28, 2022
  8. The Team, November 9, 2026
  9. CDLAC meeting binder and staff reports, May 12, 2026, May 12, 2026
  10. CDLAC minutes of June 22, 2026, in the August 18 meeting binder (Round 1 awards approved), June 22, 2026
  11. CDLAC Round 1 2026 final recommendation list of awards, June 22, 2026, June 22, 2026

Your open roles

  1. Sr. Manager, Business Development, first posted October 29, 2026

Your customers

(santehq.com/customers and your posts). Customer photos are from santehq.com/customers.

How the 25 were picked

49 stores found and scored on 6 rules; the 25 chosen to teach: 15 strong, 6 middle, 4 at the edges. Logos are from each store’s own site.

  • Sources: Impact Housing’s own site and posting, three press articles, and the California Debt Limit Allocation Committee’s May 12, 2026 staff reports and June 22 final list for Round 1, each opened and saved on November 9, 2026.
  • Every row is a developer named in the staff report as the project’s developer. Units, city and cost per unit are as filed at application: an estimate, not what was built. Every project shown is on the June 22 final list.
  • The 25 are chosen from the 49 new-construction projects on the Round 1 list, favoring Southern California sites and developers with more than one award.
  • Impact Housing publishes no customer list, and none of the 25 appears on ihousing.us.
  • Positive Development, LLC and Positive Developments, LLC appear as developer on two Los Angeles projects. The row uses only Florence & Holmes, filed under the first name.
  • Mirka Investments’ August 18 request is from the CDLAC minutes of that date, in the September 1 meeting binder.