— July 2017
If you want to uncover the foundations of a successful property development marketing campaign, then have a read over the points on our checklist.
Technology has undoubtedly altered the property landscape. Over the past few years, there has been a definite shift in the way that real estate is both promoted and sold. Nowadays, up to 90% of browsers start their property search online, meaning that search engines, websites, apps and social media platforms have become integral tools of property buying. With this statistic in mind, if you want your development to drive exceptional sales results, then it is essential to keep up to date with any digital advancements and refresh your marketing strategy accordingly.
Although ‘one size doesn’t fit all’ and every project will require its own, customised approach, there are certain marketing techniques that every property development could benefit from. If you want to uncover the foundations of a successful campaign, then have a read over the points on our checklist below…
1. Develop an effective website
A great website is an incredibly effective marketing tool. Your site should be thought of as a ‘virtual shop front’, a place to entice users and encourage them to engage with your services. A well designed and regularly updated website will not only enhance your business’ credibility, but also provide potential buyers/tenants with the opportunity to submit their details to your database, download an e-brochure or follow your social media accounts. This means that a fully-functioning site can help you to generate leads and therefore optimise sales on a global scale. An example of this is the website we've recently created for MediaCityUK, shown below.
2. Build a brand
Branding also plays a major part in a purchaser’s decision to invest. Buyers/tenants are no longer attracted by bricks and mortar alone, but they now expect to receive information about additional elements surrounding the property - like the culture and the overall experience. Rather than just selling the building, you are expected to present a potential lifestyle. However, it is important to keep branding consistent and ensure that every marketing channel promotes the same, cohesive message. Drumbeat’s work with The Hub is an example of this, shown below. For this residential development based in Manchester city centre, we utilised a ‘through the key hole’ approach to allow buyers to gain an insight into the homes and the lifestyle of the city’s inhabitants. This branding was incorporated into all aspects of our work, ensuring that the campaign was well-integrated and coherent.
3. Create useful and engaging content
In the past, property companies and agents would generally be the first point of contact for any enquires about a development. This paradigm, however, has recently flipped as research has shown that buyers/tenants are often 70-90% of the way through the sales process before they even engage with a developer or agent, choosing to conduct their research independently. Due to this shift, it is vital to ensure that all marketing platforms are filled with useful and engaging content, such as floor plans, site plans, location maps, computer-generated imagery (CGI), virtual tours, area information and price guides. If you can capture users at this crucial consideration stage with helpful advice, then it is more likely that the browser could develop into a prospective lead.
4. Produce an attractive brochure
Although an emphasis on digital marketing is vital to any development, printed brochures still remain a popular way to promote a property. Since the shift to digital has occurred, people seem to really appreciate the craftsmanship that goes into designing and printing a tangible source of information. Recently, property companies have started to employ a much more creative approach to their design work, meaning that unique angles, interesting layouts and sharp photography can provide developments with the edge that they need to stand out in a saturated market. Although it is essential that your work is visually attractive, it also needs to be informative. Brochures need to depict the property accurately, include commissioned photography and involve quality copy covering architecture, local amenities, transport links, recreational activities and of course, clear details of how to invest. Drumbeat’s work for Hatbox is an example of this, shown below.
5. Make use of social media
Social media is a straightforward and cost-effective way to market your property development. Platforms such as Facebook, Twitter, Instagram, Linkedin and YouTube can benefit your scheme in a variety of ways: they build a sense of community, create personality, increase visibility and allow you to interact with those who may be interested. In fact, research has shown that YouTube is the top destination for browsers who are utilising video as part of their research process when actively searching for a new property. In order to optimise your social media presence, consider engaging with prospective customers and showcasing your development by sharing blog posts, images and videos.
A marketing strategy is key to successfully promoting your property development and ultimately, driving exceptional sales. Here at Drumbeat, we create and implement highly effective property development campaigns, covering elements of both print and digital design. If you’re a property development company and you think that you may need some help bringing your space to life, then please don’t hesitate to drop us a line. We can help you to work through this checklist but also offer digital and print solutions that are specifically tailored to your own development.