How UK property developers unleash technology to untether sales

How UK property developers unleash technology to untether sales

Connect off-plan property investors using technology

Today, information is freely available to a global audience. For you, selling off-plan property and reaching a global audience doesn’t mean you’ll reach your potential buyers, and off-plan property investors are a canny lot if recent research is anything to go by:

  • According to com research in 2014, 81% of shoppers research online before making a purchase.
  • A Moz survey in 2015 found that 67% of purchasing decisions were affected by online reviews.
  • A 2015 Realtor study found that homebuyers under 50 tend to spend 11 weeks searching and researching before making a buying decision. Their first port of call is an internet search.

The majority of UK property developers’ websites are targeted at home buyers. Yours may be, too. However, when kicking off a new off-plan property development, access to off-plan property investors will be crucial.

In this post, I’ll explain how we use technology to target off-plan property investors with interest in new build developments specifically. You’ll discover a little of why property developers in London and across the UK work with us to sell their off-plan property off-market.

We make it easy for off-plan property investors to get information

We understand that off-market sales only have a limited period of success. The window of opportunity is narrow, but that doesn’t mean our marketing starts that way. In fact, our marketing starts way before we even speak with developers.

Our websites are the first point of contact for off-plan property investors: the first step in us targeting a specific audience for your new development.

Our sites reflect the quality of the developers that we work with and the quality of the developments we offer off-market. They’re optimised for all forms of access (mobile, laptop, desktop, and tablet). We also make sure that asking for more information is easy, requiring only email and name as the first level of client information.

We track our off plan property investors and information they ask for

From this initial point of access, we’ll track our new off-plan property investor’ journey on our sites using technology. This helps us build up a picture of them as an off-plan property investor. Whenever they request a new piece of research or visit a blog or news item, we log this information. Over a period of time, this information gathering enables us to target specific property investment opportunities to particular target investors.

Agents speak to off-plan property investors to get better insights into their needs, and this further informs our marketing process. We factor in previous investments made, and the prices paid.

We then use a combination of email marketing and direct contact to excite investors to new, off-market, off-plan property. By this stage, we’ve reduced our marketing list to those investors that our database says will be most interested in the specific investment opportunity.

The who, the how and the why – using information to sell off-plan property to investors

Our marketing and sales techniques speak to off-plan property investors, not homebuyers. Off-plan property investor motives are different to those of the homebuyer.

The emotional pull of a property is, for the most part, non-existent for our clients. They are interested in the investment potential, so we develop our research and site-specific information to sell to this need. People by a home. Investors buy a box that makes them money. This is markedly different to the sales information provided by estate agents and online resources like Zoopla and Rightmove.

By understanding investor needs, we harness technology to give them the information they need and want. We’ll show them in numbers and facts why your development is a great investment opportunity. We’ll talk about prices, values, infrastructure, regeneration, sales, and rental yield. We’ll contrast and compare with existing properties in the area, helping to close the deal that we know the target will already be interested in.

For most property developers in the UK, undertaking this kind of technology remodelling for each new development is expensive and time-consuming. Our advantage is that we only need to iterate for a new development. We evolve our offering to compliment the strength of our existing and expanding investor database for the benefit of the developers we represent.

Feel free to contact us on +44 207 923 5680 to discover how our off-market targeted sales strategy marks us out from the competition.

Live with Passion,

Brett Alegre-Wood

About the Author

Brett has over 20 years experience in all facets of property, he owns various companies centred around property and is the driving force behind the education and training at Castlereach. His companies have sold over £850 million in UK and London property and he manages over 1200 properties through his estate agency chain. Today he shares his time between UK, Australia and Singapore. He is married to Arlene and together they have 4 kids. Brett holds both the Level 3 Property Mark Qualifications for Property Sales and Property Lettings and Management.