It’s safe to say that the building and construction industries have changed dramatically over the last couple of decades. Developers used to be able to simply put up some signage, get an estate agent on board and the buyers/tenants would come flocking.
Once upon a time, house builders didn’t even need to paint the walls of the properties they were putting on the market. Today, purchasers and renters expect more from a home. They now want seamlessly beautiful kitchen surfaces, intelligent appliances and luxurious flooring — as standard.
Coupled with this explosion of choice is a demand for readily-available information. But that’s not all — customers also want insight into who you are as a business and advice on things like where to eat locally. Of course, having stand-out brochures and appointing a savvy estate agent are still important. But these should be teamed with a well-updated website, a pretty Instagram page and sneak-peak video tours.
So, yes, the industry has changed, and with it, the way we communicate must adapt too.
Here are a few key considerations to think about when implementing a marketing strategy within the property industry:
1. Set clear objectives
It’s safe to assume that you want to raise the profile of the projects you’re working on, in order to support the sales team with their targets.
But that might not be all. You may want to bolster your reputation within the area you’re developing in, or even create a sense of community for the people who will eventually move in.
2. Work out who your customer is
Think about the type of demographic you want to target. Are you developing property near to the centre of a thriving town or city? A sleepy village? Are the homes accessible? What is their price point? Do they have 2, 3 or 4 bedrooms? These factors will all come into play and affect the type of people who will buy or rent from you.
3. Think about which channels your target audience engages with
If a development is aimed at an older generation, then spend some time thinking about what channels they engage with. They probably read newspapers and magazines, are active on Facebook and have more time to browse your website. Younger people consume media much differently. They typically refresh Instagram and Twitter on an hourly basis and are more likely to read online versions of mainstream news.
4. Consider your USPs
What makes your business and offering stand out compared to competitors? Is it the location of your development? Customer service? Specifications? Sq foot? Price? Do you have a great reputation? These key messages should form the basis of all marketing activity.
5. Brainstorm the best tools to achieve this strategy
There are lots of marketing tools you could deploy to communicate with your target audience. These include social media, blogs, SEO, video, signage, leaflets, email marketing, award schemes, PR a
nd PPC, to name a handful. The ones you choose should work together seamlessly and will be dependent on your budget.
If you simply don’t know where to start, my top piece of advice would be to invest in a beautiful and functional website. Draft insightful and helpful content that your potential customers want to read. This wil
l naturally help SEO efforts and support your social media strategy. Once you’ve got these basics in place, you can start to create targeted, paid campaigns and build up from there.
If you need support with your marketing and PR strategy, or want to discuss how we can help, then get in touch: