When you’re a property developer or home and land builder, a significant amount of your time is invested in curating relationships with buyers and investors. But how much time are you spending considering how you market your business online?Creating a strong digital brand identity is how you can differentiate your business from your competitors in the market.
One of the most fundamental parts of the marketing mix is the creative you use to attract buyers – everything from the creative style, to imagery and even the language you use to create an impression.
Bernard Brkic from REA Creative shares some of the most common mistakes made by developers and home and land builders when designing a creative marketing campaign and provides his top tips on how these can be avoided.
1. First impressions count
Time constraints and limited content availability often result in an online presence which features lacklustre imagery, incomplete or inaccurate copy, and poor branding. Our data shows that display creatives which feature strong product or stock imagery are more likely to generate higher click through rates (CTR) and engagement than those which feature content alone.
2. It’s all in the offer
Understanding and communicating the opportunities and benefits of a property project is vital. A successful online marketing campaign should consider:
• Demonstrating a shortage of similar properties – in a competitive market place, such as Sydney where stock can sell out over a single weekend, outlining the scarcity of a particular property type can help entice buyers.
• Showcasing the desirability and demand for a project - when something is perceived as having higher value it can help overcome initial concerns or doubts.
• Highlighting the unique selling point – what is special about the development, location or architecture?
• Building consistency of message – sharing the same story across all marketing touch points will encourage higher brand awareness.
3. Clarity is king
Every second in front of a potential buyer is precious so use your online marketing to keep audiences updated with the progress of the development. Make it easy for potential buyers to follow up with you directly by providing information including downloadable brochures, development details and contact information.
4. Build a mutual connection, property is emotive
In a competitive marketplace, data can help you understand and profile potential buyers and tap into new pools of buyers. Tools such as Mosaic and Helix Personas can help you to identify new buyer segments and enable you to tailor your communications based on the profile of each segment.
5. Encourage an exchange
Providing a value-add experience, such as a local suburb report, builds trust and engagement with your potential buyers. It is also a great opportunity to share new information, including your unique skills and business capabilities, as well as detail relating to your other projects.
Bernard Brkic is National Creative Services Manager for REA Creative of realestate.com.au, which specialises in digital strategy, creative design and production. For more info on how the team at REA Creative can help your business click here.
