A sales strategy targeted at active property investors
Selling your property development before a brick has been laid is no easy task. Selling it when it is no more than a plot of land, a wedge of artist impressions, and perhaps a scale model is even more difficult. And selling a development off-market is another step further. This is what our sales team specialises in: off-plan, off-market sales to investors that gives your property development real step-change impetus at the beginning of its life.
There are five things we do that differentiate us from other sales channels. These strategies help us reach out to investors from around the world, giving you a wider and deeper base of potential buyers.
1. We provide exceptional customer service
At such an early stage of development, we understand that our job is to provide an excellent service to investors. What we’re really selling is the promise that at some time in the future they will be the owner of a fantastic property that will be in demand from tenants.
We keep in touch with all our investor clients. We provide email newsletters, general research, and enormous amounts of educational resources. We find out what their objectives are, their timescales, and the extent of capital they wish to commit. And we build a very personal relationship.
2. We sell investment potential, not homes
At this early stage, we concentrate on highlighting investment potential. It’s not a home yet, and nor will it be to our long-term investors. How do we do this?
We promote the developer’s record, of course, but we do much more. We provide investors with comprehensive research that describes the fundamentals that will drive the potential of their investment in the area. We also provide a detailed projection of potential returns, based upon this extensive research. And we match all this to the investor profile that we have built up during the relationship-building phase.
3. We never over-promise, but sell reality
We don’t promise what cannot be delivered. We prepare investors for possible delays in delivery, for example. We provide outline schedules and then manage the process of buying for the investor. Our services include strong relationships with the key professionals that the investor will need: mortgage brokers and solicitors, for example. By using well-qualified and recommended partners, investors are given extra confidence.
4. We reiterate the investment potential of the property
We now concentrate on the rental potential of the property being bought and the potential for capital gains. We consider area demographics and provide evidence of how the property will appeal to the widest audience. We’ll also help the investor decide on the internal specs – the furniture, fixtures and fittings that will solidify tenant appeal and help to maximise rental income.
5. We monitor and report
Investors want to see progress. Most will not be able to visit the site, so we do this for them. We provide an essential link between you, the investor’s professional network, and the investor. This helps us to manage expectations, while reassuring investors that the development is no longer a scale model, but a full-size reality.
The bottom line is that our investor buyers make excellent buying decisions driven by logical thinking, time after time. Very different to the emotional drivers of selling to homebuyers – and requiring a very different sales strategy.
Our investor clients become long-term holders of property, returning to us to source new property investment opportunities for them as they build and diversify their portfolios – as we help developers sell their early-stage off-plan property off-market, without the need for the developer to pay for largescale and expensive marketing.
Let your property development benefit from the Castlereach advantage. Call us today on 0207 923 5680.
Live with passion
Brett Alegre-Wood