06 Apr Property Developers Marketing
What Should The Focus Be In Property Developers’ Marketing?
Is there anything where look and feel matter as much as it does as when people are choosing what homes to buy? We certainly can’t think of anything. It goes beyond the properties themselves, however. Property developers need to understand that marketing makes a big difference to whether they sell their homes or not.
The glossy, slick brochure is going to be the one that pulls people in more than the generic slapdash, quickly put together ones. The team here at VerriBerri, a leading property developers’ marketing agency, wanted to explain the best ways of marketing your properties.
Cater To Your Audience
Who are your properties for? Are they for the retiring, elderly couple or for the young professionals? Are they for those looking at settling down with a family or for those just looking to get onto the property ladder for the very first time. These are important questions to be asking. Why? It will directly influence your marketing strategy. If you’re constructing retirement flats, then put your focus into print marketing.
Design those brochures with traditional, yet slick, graphic design and distribute them in local areas. An agency’s graphic design department are expert at digesting a brand’s style, before subsequently creating graphics in line with your company’s brief.
By contrast, if you’re targeting young couples, then utilise social media marketing like nobody’s business. Nobody is more social media-savvy than the youngsters in our society, and nobody places more stock in what they see on social media, than those very same people. Look to grow your following and become the ‘big’ local property development account. On a side note, it’s vital that your social media engagement extends beyond simply ‘following’.
Keep on top of user questions, make use of relevant local property development hashtags, and reach out to the demographic you’re targeting. If, as a business, you struggle with social media (whether that be its usage or consistency on it) then use an agency. A property developers’ marketing agency can take care all of your social media channels on your behalf.
Don’t Forget About PR
Lengthy editorials surrounding property developments are often still found in magazines and publications the nation over; these features aren’t confined to industry-specific magazines, either. They’re often explored in Country Life type magazines and other similarly aspirational, middle-class fodder. Securing these sorts of articles requires the work of a PR team, and a good one at that.
PR executives have the access to the databanks of journalists and publication professionals, as well as the creative ability to pen a sufficiently engaging piece that will make journalists bite, as it were. They can tailor their approach entirely to what your development’s targets are. If you’re looking to target the local area, then they’ll pitch to local publications. Whereas if you’re really looking to attract people from the whole country, such is your ambition, then PR teams can focus on the bigger, national magazines and online articles – the industry heavy hitters, if you like.
Consult The Property Gods (Look At Trends)
One of the best ways you can keep ahead of your competitors is to stay ahead of the curve. The best way of doing that? Keep an eye on any trends within the world of property. It’s better to take a gamble and be the trendsetter, than to be safe and always lagging behind your competitors. It isn’t even a risk with a property developers’ marketing agency, however, because their marketing teams are incredibly skilled and experienced at picking out the trends which will gather momentum. With your marketing, be the flame and not the swarm of moths.
Who Reins Supreme? Video Reins Supreme.
As with so many industry-specific sectors of marketing, the importance of video is huge. Video content not only raises the production quality of your company tenfold; it also helps get your new build estates seen. How can a video help gain coverage? Through something called SEO. Search Engine Optimisation (SEO) is the technique utilised to make sure your business gets seen higher up the search engine results pages (SERPs).
Nine times out of ten the search engine that’s focused on is Google. Google’s algorithms are continually changing, and the most recent findings are that the search engine likes to see video content. Google highly ranks websites that offer EAT – expertise, authority and trustworthiness, and believes that video content usually meets all three of these criteria. If you want your local development, therefore, to appear higher up than all the other local competitors, then you need to put out video content, and undertake continued SEO work. These videos could include:
- Virtual property tours
- Tips and trick videos (“How to look after your new home” sort of thing)
- Construction methods showing off your properties’ high-quality
A sneaky extra for the property world? Most sectors will have to settle for fairly generic video content, even if it’s to a high standard. The property sector has a trick up its sleeve, though. Drones. Drone footage offers your property developers’ marketing strategy many benefits. Firstly, it offers a comprehensive way of showing off your new builds in the way that a brochure simply can’t do – it does your properties proper justice. Not only this, but an experienced drone pilot will usually have multiple drone camera technologies. Want to show off the efficiency of your new builds? A drone can offer that. Want to incorporate that into a funky marketing video? An agency can do that. The world’s your oyster with the right tools at your disposal.
There’s a real glut in demand for new properties across virtually all demographics of society. With that comes industry competition, however. Show off your new builds just that little bit more, and give you that competitive edge with the help of an agency. If you’d like to find out more about our property developers’ marketing agency, then get in touch! Contact VerriBerri today on 01376 386 850. We’d love to piece together your marketing strategy, brick by brick!