Create buzz to generate off-plan property sales
You’ve got a great product to sell: state-of-the-art units in a prime location. This, though, isn’t enough to guarantee a momentum of interest from homebuyers and investors. What you need to do is hit the ground running with a property marketing strategy to create a tsunami of interest that will drive sales.
The experience we’ve gained by working with developers for more than a decade is that a property marketing strategy is the key to success. Here are seven tips that act as a framework for the business of off-plan property sales.
1. Know your target market
Your target market will determine the language you use in your marketing materials, and the emphasis you place on the various marketing channels. It might also impact your choice of sales partners. The sooner this work begins, the better your handle on potential sales will be.
2. Brand your product
Create a unique selling point (USP) relevant to your target market and attention grabbing. It is this that will make you stand out from the crowd and generate interest in your off-plan property sales.
3. Match your property marketing strategy to design
Thinking about your target market and product branding, next create a consistent style to work across all marketing channels. This will confirm your brand and intent. Each marketing channel is like a piece of a jigsaw: when all the pieces fit together, the picture should be a complete interpretation that entices buyers to take a second and third look.
4. Identify your materials partners
You’ll need artists, writers, photographers, and a whole range of other creatives. Identify those that provide real value for money, and that can work with your vision. These are neither likely to be the cheapest nor the most expensive providers – remember, though, as a general rule you get what you pay for.
5. Combine online and offline sales channels for maximum penetration
With a consistent style and message, utilise all available sales channels for maximum penetration. Consider where you will find your target market, and budget your resources accordingly. Understand that your target market is likely to be found reached through several channels – online, blogs, websites, social media, and traditional marketing routes.
Remember that off-market sales will be developed differently. These will be promoted under the radar, to a list of investors who are ready and waiting to buy into the best opportunities.
6. Partner with sales experts
Choose your sales partners carefully, paying attention to the experience of selling similar the product to yours, and to the same target the market. They’ll offer you access to market, with a list of prospects within your target market and a proven property marketing strategy.
These partners are likely to be able to help inform your property marketing strategy, so explore their expertise and employ it to its best advantage.
7. Launch big!
Launch all your marketing efforts simultaneously. You’ve got all the ingredients; what you need now is a big fanfare to hit the market with a bang and draw all the attention to your off-plan property sales. Like a birthday cake being taken to a table in a restaurant, all eyes from every sales channel should be on you.
With this seven tips in place, you’ll be perfectly positioned for your off-plan property sales launch to penetrate the market and reach your target audience (including foreign investors) at breakneck speed. Of course, a property marketing strategy framework is simply that: a framework. You’ll need to customise to maximise performance. And maximising sales potential begins with off-market sales. Feel free to contact us today on +44 207 923 5680.
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