So what happens to all those properties that are left languishing online?
The orphans that nobody wants?
The left-behinds when all hope has gone?
Unfortunately, this is real life and someone has to deal with the carnage.
Sun Tzu’s Art of War states you should never press a desperate enemy too hard otherwise they might surprise you with something you didn’t expect
And our team LOVE to be pressing everyone’s buttons.
Here are a few quick ideas below in case you’re struggling to generate momentum for your project.
The Waterfront Property
A waterfront property was struggling to generate further interest online so the client came to us asking if we could look at targeting Asian buyers. Rather than targeting all of “Asia” with a scattergun approach, we reviewed the buyer profile and concluded it is likely to be an Australian expatriate living in a tiger economy (Hong Kong, Singapore) who has aspirations to repatriate home one day to raise a family or build their holiday home.
Our team got busy and crafted a story to evoke the nostalgia of Aussies who were missing the sun on their back and the sand between their toes. The past fortnight we generated 10 enquiries @ $16 each, and now the client is even sending cheeky videos to these clients of her morning walks along the coastline to remind them of our great way of life.
The Retail Shopping Complex
A commercial client was struggling to gain visibility over his enquiries for diminishing tenancies. We realised that in order to attract more tenancies we needed to lift foot traffic to his complex so shop owners could generate more revenue. We also understood that being a suburban shopping centre, they needed to stop leasing “shop space” and look for “families who wanted to build a dream”.
We designed a purpose built Landing Page to help market his property to tenants, built a database of regular clients who would visit the complex that would stay at the top of their mind by constantly delivering content to them via email and social media. They saw an immediate uplift in foot traffic. In addition, we created targeted campaigns to help drive enquiries for tenancies which resulted in 10 enquiries in 3 weeks and a new tenant looking to sign up for 2020.
The Townhouse Developer
Working with an interstate developer, they wanted to target referral networks to distribute their product as the conversion rates are always higher, even though the lead generation process is more sophisticated. We researched all the accountants, solicitors and lawyers that were likely to refer our client’s product and created an extremely personalised campaign to this network. Within 24 hours she secured a meeting.
I really do subscribe to the old adage when it comes to our country’s duopoly for advertising real estate, “the more you keep feeding the beast, the larger it will grow.”
The world is changing, are you?