In my career, it’s important for me to remain not only on the ball with information on marketing trends for my clients, the trick is to actually stay ahead of the ball. This information comes from my own observations and discussions with clients both interstate and overseas, as well as research on overseas trends.
Developers will want more visibility over their leads and sales process.
Sales conditions aren’t going to improve in the short term to any large degree, so developers will become more microscopic in their approach with each lead generated. It’s never been more important to know how much it costs to generate and convert a lead.
Developers on the east coast are increasingly internalising their sales teams to ensure visibility and control over leads. Outsourcing the sales process can lead to contacts going astray, or sales reps potentially cross selling product from other clients. An internal team means your product is their only focus.
More resources will get allocated to alternative marketing channels other than reiwa and domain.
Your targets are being bombarded with sales messages from hundreds of marketing channels. Social media, television, internet, print, radio, signage, and the list goes on. More and more people get their information digitally, so when you’re planning where to spending your marketing dollars, consider an integrated marketing approach with many slices to the marketing pie, rather than one of two marketing vehicles. There are alternatives to domain and reiwa – and they’re way less expensive.
Digital will continue to play the major role in reaching your targets
Let’s face it, it’s the most strategic and the most measurable marketing tactic. Google AdWords, for example is about as targeted as it gets, so it’s important to be bidding on the correct key terms. Incorporating these key words into your web copy, ensures that your brand ranks higher, and a higher quality of lead generation results.
Social media branding and lead generation can work hand in hand but they’re both very different ways of creating enquiry. LinkedIn advertising is also an excellent way to target higher end professionals, and it’s still very cost effective.
Automation will be crucial as the nurture process becomes longer and consumers are spoilt for choice
An automated response or lead form for enquiries is a good first step when it comes to communicating with a sales target, but it’s far from the only step. It’s important to realise that your customer will require, on average, around 20 exposures to your brand before they feel an affinity with it. This means the sales process can be long, with many touch points along the way, so the strategy to keep customers engaged is crucial to ensure they’re not lured away by your competitors.
The market is widening
The world is getting smaller and developers will understand that they are no longer competing in a local market for buyers, but rather a global market place. Buyers will no longer just be Australian and Chinese, as India slowly emerges as a growing economy. According to Knight Frank’s 2019 Wealth Report, India leads in terms of forecasted ultra-high net worth individuals’ (UHNWI) ($30m+) growth over the next five years, with an expected rise of 39%, followed by the Philippines (38%) and China (35%). The Report also stated that UHNWIs are becoming more strategic in response to global uncertainty and political upheavals, investing in additional homes in cities and countries where they can see greater levels of stability. This is a fact not missed by Australian developers, and a marketing goldmine.
