Residential and commercial property developments, of any size, need marketing and promoting properly. Due consideration needs to be given to audiences, messaging and channel strategies – at Creative Sponge, we have over 10 years experience in this area. We’ve put this handy guide together outlining the essentials…
Define your likely purchasers – who is the development aimed at? For residential buyers, think about those key demographics and create personas for each buyer type, understand their purchase motivations and intentions. Are these properties aimed at retired couples, professionals, students, millennials, first time buyers or families; what age bracket do they fall in to; what life stage are they at; what income bracket do they fall in to? For commercial developments and business parks, think about the type of tenants or buyer you want to attract.
2. Branding and naming
Step two, develop a strong brand identity; this includes coming up with a name (eg. Poppy Fields, Cathedral Rise, Brick Kiln Farm), logo and brand style – including tone of voice and visual language. Colours, graphic treatment, typefaces and imagery should tie in with the style of the development (contemporary, traditional, industrial, rustic etc) and audience profiles. There are any number of routes to explore here.
3. CGI's and VR
Create stunning CGIs of the proposed development – people buy with their eyes, photo-realistic images can really make or break a sale. Consider investing in Virtual Reality experiences, still a relatively new tool – VR allows the user to ‘see’ through VR goggles, exactly what their new home or office building will look like, in-situ. Flyovers and other videos, although slightly more traditional, can be equally as effective at conveying the essence of a development.
Create a visually engaging website with a simple enquiry form (for data capture) and links to your agents’ contact information. The web is the first port of call for those researching potential properties; it’s important to include as much detail as possible in an easily digestible and accessible format. Mobile responsiveness and ‘tapable’ quick links to Google Maps – for directions – should be built in. SEO optimised landing pages including relevant keywords and search terms should be researched and worked into headings and body copy. Floor plans, site plans, occupancy details, facilities, location maps and general information about the development should be written in the same tone of voice and style identified during the branding phase.
As soon as work starts on site, erect branded hoardings and banners with relevant sales messages (along with a brief description of what’s coming) and appropriate calls to action (eg. push people to your website or enquiry form to capture their details) – this is an inexpensive and effective way to promote your development.
Results can also be generated via investment into online advertising, retargeting (where visitors to your website see reminder ads while browsing other sites) and search engine marketing (SEM) across property and investor focused sites. Traditional media still has a role – a lot of property is bought by people in the local market, so direct mail flyers, billboards and print advertising in relevant media are still effective – but are increasingly viewed as supplementary to digital marketing.
6. Experiential marketing
It’s important to get buyers in front of your property; display homes and marketing suites give prospective buyers a sense credibility, quality and value from the moment they walk through the door – if that can’t happen then the digital tools outlined above can be useful. Experiential marketing helps build anticipation, expectation and excitement with potential buyers; the more immersive the experience, the more likely they are to sign on the dotted line!
If you’re a property developer, agent or commercial enterprise looking to market a development, call our specialist team on 01603 622766 to arrange an initial no obligation meeting.