Backbeat the news is on the street; the fire in the building industry is far from out.
I’m sure you’ve heard it all before and you never really had a doubt.
I don’t believe that anybody in Australia is not addicted to real estate.
No surprise that first home buyers and renovators are now on a mission with over 8000 registering for the $25,000 Homebuilder grant in just 4 days.
While the grant is uncapped, government projections forecast that circa 27520 people will take it up. This means the pie is quickly shrinking to approximately 20,000.
So how did one of our land developers sell 6 lots in May and put 20 lots on hold within the last 7 days?
And all for $1500 monthly marketing budget?
Simple.
Landing Page – First impressions are important. First home buyers are aspirational and lead with their heart to achieve the great Australian dream to get onto the property ladder. This dream is then closely followed by lifestyle, which should be synonymous with the brand and the unique features of your development. People really do buy with the heart, then justify decisions with their head so if your Landing Page does not resonate with these aspirations, your bounce rate will be as high as the moon. It often amuses me how developers spend so much money on architects, design and signage, yet they do not apply the same principles to their web presence, and often wonder why nobody is booking an appointment. With this client, a simple $1600 investment to redesign his Landing Page 3 months ago is now paying dividends.
SMS Marketing – Sure, you can get on the phone and start hammering every enquiry since 1975, but so are all your competitors. Millennials just don’t answer phone calls anymore because they’re intimately well versed on the notorious 1980s sales techniques, plus they don’t like intrusive marketing. Often overlooked and underused in favour of the glitzier campaigns is that we LURVE SMS marketing because it’s direct and shakes out the lowest hanging fruits immediately. I communicate with my largest clients on SMS both nationally and abroad, so why can’t you? We recently sent 300 SMS for a client and within 24 hours, 85 responses with 5 appointments booked. That works out to be less than $30 per appointment. Try making 300 phone calls!
Targeting – The grant comes with strict caveats meaning to qualify for the renovation cash, the home value needs to be less than $1.5million, single income cannot exceed $125,000 nor dual income over $200,000. Not to mention that if you’re building, the value cannot exceed $750,000. So while Facebook does not allow specific income targeting, the key is to expand on key interests this demographic would be engaged with. Using the powerful combination of pixels, building custom audiences and look alike audiences, you can reach your target market quicker and with more precision.
Right now, this client is sitting at 11 enquiries in 7 days for $5.06 each.
Other content relating to this article:
How Asian property developers are raising the bar
Are you selling your soul just to stay in business?
Being resilient: Lessons from an international recruitment expert
How I learned to hustle when I was a poor uni student
