From selling houses to apartments, one thing that makes the property development game constantly challenging is understanding how to sell off-the-plan apartments to first home buyers. Understanding buyer psychology and reminiscing your youth is the key.
Every detail is important and every decision you make needs to be deliberate, especially when it is the largest financial decision they will have made to date – and often with the support of the Bank of Mum & Dad.
So what matters? And why do they matter?
Is it about having a million-dollar display suite? Do millennials even care about meeting sales people anymore? In this article, we explore the vital hallmarks which all successful campaigns share when selling to these first home buyers.
1. Sexy social media ads
Since millennials are your targets, social media is the digital door knocking. Almost 50% of social media users fall under this age bracket – young professionals who are tech savvy, thus making this as a powerful tool in generating leads and later on, converting sales.
Consider this as a high-quality marketing brochure that is made visible and highly accessible 24 hours a day. Create moments of brilliance which are extraordinary or more provocative than those of your competitors.
Understanding your game and which strategy performs better can crush your sales and put you on top of every shopping list.
Related post: Ten Commandments Of Optimising Facebook Campaigns For More Leads
2. Creating an elevated sense of community
This digital age has given millennials the choice to exclude themselves and exercise social interactions exclusively through social media – this generation is harder to reach than ever before. This has been one of the reasons why the creation of community and perceived personal bond with their build environment matters.
First home buyers are looking for purpose and relevance in their lives so an elevated sense of community in your branding needs to be tangible. Thus, in order to build it, membership, influence, integration and fulfillment of needs, and shared emotional connections must be considered.
One of the best practices a successful Sydney developer is doing is his constant communication with the buyers before and after exchanging contracts. Building a human connection should transpire from sending text messages updates through to holding regular sundowners – even before construction has commenced. Introducing them to their future community anchors their loyalty to your project.
Millennials are socially conscious and they vote with their wallets. Exceptional property developers define their niche and masterfully weave their brand, story and community together. Whether it be ecological sustainability or the aspirations of social mobility, buyers in highly urbanised areas want to associate with an identity.
3. Brand your story
“What’s your story?”
Simon Sinek said it best.
Selling properties is not merely concentrated on selling. Often underestimated is your story that strengthens the foundation and enriches your project. Everyone in Australia has heard of Meriton and Gurner, their brand and story effortlessly intertwine whilst echoing strong values that can be defined by just one single word.
Remember, great storytelling builds indestructible pillars.
Related post: Why Storytellers Always Sell More
4. Great renders/CGI images
Great renders create thumb stopping moments for these millennial first home buyers. This should be a representation of their aspiration at first glance, because giving them great visuals heightens the creation of dopamine and adrenaline production in their brains.
FACT: Millennials prefer to shop online. They choose convenience over visiting the displays physically unless they are convinced it is worth their time. This makes it even more crucial to win an edge over their feelings by pulling them into your virtual world. Whilst most first home buyers may be quite financially savvy, they are still highly emotive.
You only ever have one chance to create a lasting impression because attraction is instant and incredible renders build emotional connections. Investing in 3D fly throughs and quality animation are minimum benchmarks now.
5. Beautiful display suite
Millennials are deeply fascinated by discoveries they find on their mobile devices, particularly in the privacy away from prying eyes. Once you have engaged their attention, the point of conversion most often happens in the display suite – a wonderment of their dreams come true.
From your interior designs, through to carefully staged furniture, a representation of your community awaits them. This is the moment of truth where you must perfectly orchestrate the feeling of excitement, belongingness and security. And a stylish Nespresso machine perfuming your display suite with the gentle aroma of Ristretto completes this picture.
6. Informative content
Words convey the same power as visuals. To establish trust and authority, displaying powerful readable content on your website is the highest form of effortless eloquence. This not only enables you to attract more buyers but to establish a community that supports and trusts your vision.
It’s not just about creating content: the key is to create persuasive, informative and elevated content that creates value. First home buyers are tinged with a combination of hope, fear and curiosity. Hence, choosing the right gears will help homebuyers skim through the significant subtleties from project features, market projections, and your resort amenities.
Plainly, the objective of creating informative content is to profile your project. Some of the things which are becoming increasingly popular is:
- Step by Step guides on Buying Process
- Government Grants Available for First Time Home Buyers
Related post: What Is A Landing Page And How Does It Work?
Millennials spend money on goods and services which they think reflect who they are. Hence, know where to start. Build your brand to gain their confidence by taking your touchpoints to a higher level.