Every development needs a well-executed marketing plan, but what exactly does that entail? Traditionally, marketing for property developers meant accumulating a large network and shaking hands to close deals. With globalisation, however, developers need to expand their strategy to incorporate an international market. Digital marketing allows developers to use the power of online search and social media to reach new audiences.
A modern marketing plan needs to incorporate digital marketing. For a developer not to harness the power of digital media in the 21st century is the early death sentence of your business. In this post, we’ll look at my top tips for marketing your property development online.
Tips for Marketing a Property Development Online
Ready to learn how to get the right eyes on your development? Let’s get started.
1. Ensure clear messaging across your campaign.
You have to be clear about your unique selling proposition (USP). You must have a keen understanding of what makes your product sell, where you want to sell it, who your target market is, and how you plan to promote your offer. It would be best if you explicitly communicated all of these from the beginning. Mystery, in this instance, is not that sexy.
We recently launched a campaign and tested two landing pages, one with a grand launch and the other without any defining literature, because we wanted the renders to do the selling. The one with key messaging generated three times more enquiries than the other landing page. Take ownership and direction of the journey for the buyers. You are the storyteller — you cannot think that they know. Hold their hand, whisper in their ears, and tell them what to do.
2. Understand the buyer journey.
This comes back to understanding that your property marketing campaign will do 60 to 70 per cent of the selling for you. The remaining 30 to 40 per cent happens with human contact. If you do not understand this, you will lose money.
Most times, you either underestimate or overestimate the power of online conversions. Salespeople must also realise that an enquiry is different from a lead. In addition to that, knowing what to deliver at the right time is equally as crucial. This makes your buyers decide at the right time because if they do not, how can you tailor that to their buying experience?
3. Invest in automation to scale your contact.
Humans are fallible. We are likely to make mistakes and run out of time. We are naturally hardwired to have excuses. If there is technology to help circumvent this to help you while you sleep and you are not using it, I have one piece of advice. You need to use it.
Automation becomes your muscle for persistence. Motivation and persistence in a human can wax, wane, and diminish over time. But automation never tires — it keeps on showing up, and just like a Tesla battery, it keeps ongoing.
4. Provide enough information.
With the information you have in hand, keep 10 per cent to yourself but be prepared to give away the remaining 90 per cent to your audience. We can only tell you how much we love the heat map of our landing pages because we were able to strike this balance. If you also provide the right amount of information, you get to the core of your users’ DNA.
Living in Germany, I can see why German automakers make some of the most beautiful cars in the world. They cast the cars seamlessly from how you sit to how technology integrates, down to how the seating wraps around you. Everything is designed with so much attention to detail, and if you also do the same thing with your property lead generation, you will see how much difference it will bring.
5. Remember that virtual reality tools are essential.
What engages your buyer the most – gorgeous stills, a video tour, or being on-site? Quite obviously, the latter, but we all know the ideal scenario isn’t always the most practical one. As developers compete in an international market, a virtual tour that places the prospect in the home is the next best thing. With unprecedented access to properties in London, New York, Singapore, and Hong Kong, the ability to transport a buyer into the moment matters most, and it is a property marketer’s responsibility to provide an experience that does just that.
Using a combination of stills, video tours, and high-quality 3D tours, you allow your potential buyer to immerse themselves in your development and experience its USPs for themselves. Take it one step further and use CGI to show other people in the space, allowing the prospect to envision their own life in your property, which is crucial in establishing the emotional connection that ultimately drives the sale.
6. Use search engine marketing (SEO) strategies.
With brand becoming one of the top three deciding factors for prospective buyers, content marketing is a long-term strategy you need to be employing. In today’s market, content marketing is about educating your consumers about your brand standards, highlighting your USP, and what makes your product different from others.
For example, if your target market is investor-based, you might consider creating thought-leadership articles for sites that cater to investors. By keeping SEO in mind, this will allow you to build your credibility and brand recognition.
Bring it Home with PPC Adverts and Retargeting
PPC advertising is simple enough. You need to target your campaigns carefully to get qualified leads, keeping retargeting in mind as an optimisation tactic. Retargeting presents a reminder advert to someone who’s visited your site or entered specific search terms. It effectively follows them when they navigate away. To the prospect, it seems like a lucky coincidence. In reality, it’s a piece of code that’s been tracking them online.
Use retargeted ads to display different aspects of the development while employing new images and videos. This is also important for over-saturation purposes – nobody wants to see the same ad on repeat. Just ensure that your branding is clear and consistent throughout all of your campaigns.
Why Storytellers Always Sell More
What is it about stories that capture us? It could be the way they’re told or the simple thrill they bring to our everyday lives. Regardless, the art of storytelling is never to be underestimated. If you’ve ever been drawn into a state of wonder with your favourite book or kept your eyes glued to the screen as you watched that season finale of Game of Thrones, then you know exactly what I’m talking about!
Storytelling isn’t just a skill; it’s a natural force of life. Whether it’s through a book, a Facebook status, or your Tuesday afternoon catch-up with your best friend, stories are shared every single second. They breathe life and meaning into our world, move us, inspire us, and help us to connect and resonate with others. We grow up listening to and telling stories.
Even during our happiest and darkest times, we’re constantly exchanging stories with those around us. As friends, family members, or colleagues, we rely on stories to carry us forward and build unforgettable relationships. More than that, the best storyteller will always rule the world. By giving us the power to tell of the experiences unique to us – the ones that paint our journey as an individual or a brand – we convey our reality and open the eyes and ears of others.
Whether you’re a storyteller or someone simply listening, immerse yourself in each story and be present – so you can see the world around you for what it is. I’ve lived in a few apartments and what I LOVE doing every time I move is to invite friends over and show them my new “incredible” lifestyle over a glass of wine. It’s this lifestyle that attracts me to an apartment – if you want to sell me a property, start by telling me the story of the life it will give me.
So, where does your story begin? The creative team at Elite Digital Campaigns helped craft the story behind several multi-million dollar brands and property developments. If you want to strike real, emotional connections with your audience, get in touch with us today.