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London Property developers: Increase sales and reduce costs

London property developers can reduce development sales costs

Many London property developers go to extraordinary lengths to recruit, train, and incentivise their own property sales people. Many entrust their off-plan sales with estate agents who talk the talk but stumble at the first hurdle.

London can be an exciting and profitable market for you; but if you hire the wrong people or work with the wrong agents, then selling your prime location London property could fall short of expectations.

Here I’ll look at some of the hurdles you face as a property developer in London. Working with Castlereach, London property developers could cut costs, reduce your stress levels, and give your sales the boost you’re looking for.

Working with estate agents – reality check

While not all estate agents are the same, many London property developers and elsewhere find the results they get simply don’t match up to expectation or promises made. The agents generally match home buyers with home sellers. New development sales are different. You’re selling a dream. A lifestyle goal. A vision. Most challenging of all, it’s not even built yet.

Many estate agents, especially when the market has been as hot as it has over the last few years, get lazy. A homebuyer walks into the office or makes contact by email or phone. The buyer views the property, agrees to buy, and the estate agent walks away with their commission.

That’s not selling, that’s facilitating.

Our property consultants talk to investors every day. We know where the natural buyers are for your prime location property in London. We know how much each investor has to spend, what their objectives are, and when they want to make their move. Knowing the buyer inside out is a big advantage when selling.

Running your own property sales team

Most significant London property developers have some sales resources in house – onboarding, recruiting and training an in-house sales team should be a far more productive route to selling off-plan in prime location London. They’ll inspire buyers or property investors with your vision. They help others to see how, as property developers, London is a key market for you, and you know your market inside out. If they’re experienced, your in-house sales team will have buyers eating from the palm of their hands. Therein lies the rub.

The chances are you’ll have to spend some time, money and effort educating and training your team. Time, money and effort that you could use elsewhere. They need to be coached to utilise strategies and processes that put them in a unique position – being your representative, but being the buyer’s advocate, their biggest supporter and champion. On every single property transaction, you’ll find some of this training has to take place by shadowing – you’re paying two agents to make one sale. Will the starter learn? Will they work out?

If you find a good salesperson, treat them well. If you get a great salesperson, wrap them in cotton wool and hold on to them tightly – or you might find you’ve paid all that money for training a star salesperson who goes to your main competitor.

Our property consultants have years of experience. They are seen as effective middlemen by both sides of the equation and for good reason. It’s because they are. They keep abreast of property news, property guides, and international property investors’ needs.

Our consultants advise property investors about your prime location property based on our own research and the merits of your development and you as a property developer in London. That’s a powerful combination of investment positives.

Work with Castlereach and increase property sales

When you work with Castlereach, London property developer in house teams don’t get slowed down, having their time burnt with endless negotiations on a property-by-property basis. We’ll put together a deal that works for you, your development and our investors. Importantly, the whole of our process is totally off-market so it won’t affect your other sales efforts. It’s a win/win/win.

We’ll be involved throughout, making sure that investors’ expectations are managed in line with your delivery capabilities. We progress each sale through to completion and take away a lot of the stress involved for developers. That’s just one of the reasons we’ve worked with more than 100 developers across the UK and sourced around £1 billion of new build and off-plan property for property investors at home and abroad. It’s a track record we’re right to be proud of, and one that property developers (London and elsewhere) add to with every collaboration.

Working with our team saves you the two most precious things in any London property developers’ business – time and money, as well as all the effort you would have spent on an extended in-house sales force. We buy off plan and new build property in volume with an approach that supports your existing sales and marketing strategies. You’ll generate momentum and be able to adopt different pricing strategies as your units sell as our investors step into secure your scheme and reduce your financing costs in London.

To create added value to your existing marketing efforts, call us today on +44 207 923 5680. We have investors ready to make a difference to your scheme and take your sales to the next level.

Live with Passion and Fun,

Brett Alegre-Wood


London Off-Plan developments, 5 strategies to make selling a breeze

Create competitive advantage when selling new build property in London

Some say selling off-plan developments in London might be a little more difficult than it used to be. We see plenty of reasons why off-plan property London will still sell post-Brexit. In fact, there are thousands of reasons why off plan property is still selling so well. Shortage of housing stock, planning consent issues, exchange rate fluctuations… Whatever the market conditions, there is always an opportunity. You just need to know where to find it and ensure that you maximise potential sales volumes and prices by deploying the right strategies.

Here I explore five ways in which you can give your sales an edge and ensure buyers follow through on their promises.

1.    Select a partner with a proven off-plan sales track record

Many savvy investors don’t like to work through a developer’s sales agents when they want to buy new build property in London. They see the sales relationship as too close. They’re worried there’s a potential conflict of interest and that won’t get them the best price. On the other hand, local estate agents are unlikely to have the international reach (particularly valuable with the value created by the fall of the pound after the EU Referendum vote) you need to power your sales.

Partnering with an organisation with a strong database of high net worth clients – both domestic and international – is a huge step to achieving those vital early-stage sales of new builds. Despite what the doomongers were saying, London is still a destination for investment; you simply need a partner who can introduce those investors to you.

2.    Get the best research available and Off-Plan developments in London will sell

A three or four-page glossy brochure may be enough for a homebuyer, but property investors need more. The more comprehensive their research, the more inviting your new builds in London will be. The easier and faster you can make that research available to them, the faster your sales. Your preferred partner should be working hard to provide property investment research to their clients and investor base. Check out their previous materials and see if they stack up. Would you have considered buying one of their previous developments if you had the money?  This will be part of the reason you chose them.

3.    Pay attention to the fine print, property investors do

High net worth investors will have contracts examined forensically. They’ll be looking to make sure that the opportunity is all above board and they are playing on the level field. Make sure you have necessary warranties in place, and that you’re not seen to be attempting ‘underhand’ tactics through the contract’s fine print.

4.    Make it clear what is included in the new build London investments

Property investors don’t like the ‘what you see is what you get’ developers. They want to know they are getting a quality product that will appeal to onward buyers or renters. If your model home or example illustrations are adorned with all the mod-cons, investors will expect the same. Make your offering documents as detailed as possible, so that there is no room for complaint or confusion.

Again, your off plan sales partner should be able to provide some guidance if needed, and liaise directly with clients to remove any misperceptions.

5.    Always be there for the snagging inspection

Investors will want to snag an off-plan property the easy way. Help them by being present during the snagging inspection, explaining what can and can’t be changed. Working with the investor at this stage will ensure that the next time they are offered off-plan developments in London from your company they’ll already be a favourable buyer.

Off Plan Development Sales – In summary

By working closely with an investor, you’ll ensure your sales go smoothly. Many developers don’t put a value the amount of time it takes to progress a sale from initial discussions through to completion. This can be time-consuming and distract from other marketing efforts. Costs increase, opportunities might be missed, and you might have underestimated the resources needed to retain your investors.

By teaming up with a reputable partner – one with an extensive investor client base and suitable experience in the market for off-plan developments London – the pressure on your sales team is reduced. They can focus on their channels and converting customers visiting the site office or making enquiries. You’ll benefit from early-stage, off-market sales which will not disrupt other marketing initiatives.

To find out more, call the Castlereach team today on +44 207 923 5680. We have investors ready to make a difference to your sales.

Any questions? I do hope so…

Live with Passion,

Brett Alegre-Wood

How to implement effective off-plan sales strategies

Early phase off-plan property sales strategy

Developing an effective off-plan sales strategy is key to achieving expected return on investment for property developers. It will help reduce the need for equity, help with funding and provide cash flow for the development, increasing buyer confidence and creating a virtuous sales circle going forward.

When developing a off plan sales strategy, you’ll need to gain the trust of end buyers and also be able to trust the partners you select in the process of off-market, off-plan sales.

Build key relationships first

You’ll have some key stakeholders, all of whom dovetail and work with you to take your project off the drawing board through to completion. Your lenders and buyers should be involved early, but you probably won’t want to publicise off-plan sales too soon. Off-market new build apartment sales can enhance your project balance sheet and help structure your pricing strategy going forward. Ensure you select off plan sales partners with a track record that matches your scheme.

Build trust with buyers and investors

Investors are keen to do business with developers who can be trusted. If you can demonstrate a track record of timely completions and working to pre-agreed specifications, that trust will grow more quickly and more freely.

Update your stakeholders regularly

People don’t like to be kept in the dark, so offer regular updates on how you are progressing towards milestones. Even if there’s a little bad news or a slight delay, it’s better letting your investors and funding partners know about them. not every little detail, but often in the absence of any news, investors can assume the worst. The important thing is how variations are handled, and to give plenty of warning if something goes awry. This allows your partners to manage relationships better in their world − in off-plan forward sales this is crucial.

Ensure buyers and investors understand the risks

Working with an experienced partner in off-market, off-plan sales gives you someone who will work with investors and you. Those who are aware that new build apartment sales are not without risk will be able to help you overcome issues as they arise. Usually, their clients are probably be long-term investors, which helps offer stability for your ongoing off-plan sales. Avoid speculative buyers who may be looking to flip their purchase at the most inconvenient time, putting pressure on prices and perceptions. Always choose your off-plan sales partner wisely.

Staging your off-plan sales strategy

Those first off-plan new build apartment sales will probably command a greater discount than later units. This is the nature of risk versus reward, and the earliest purchases are the riskiest from an investor’s point of view. You’ll need to consider how much equity needs to be raised and how many units need to be sold to reduce your financing needs. having a strong set of figures is critical and releasing properties at a regulated rate as part of your off-plan sales strategy will help you to finance your project and stabilise / secure prices.

Off-plan sales strategy reduces your risk and maximises income

By buying off-plan and new build apartments, Castlereach offer valuable and useful ways to reduce your risk. They’ll help your pricing going forward and give lenders greater confidence in your development. Your capacity to fund at competitive rates will probably increase as well as increase your overall profit and reduce the time and effort it’ll take hit your unit sales targets.

Off plan sales partnerships

Our investors understand the nature of risk and trust us to carry out the due diligence necessary to reduce their risk to a minimum per development. The feedback we give provides invaluable evidence of actual demand. This helps execute your sales strategy, and facilitate the build process as your development progresses.

To discuss your off-plan sales strategy and how many units you would like us to buy from you to help your development achieve your unit sales targets, call us on +44 207 923 5680 and chat to the team.

Live with Passion,

Brett Alegre-Wood

Foreign investor demand for new build property post-Brexit

Foreign property investors demand new build property post-Brexit

New home developments offer extra value

Brexit has been one of, if not the main focal point of recent news. Some market observers predicted a collapse in new build property prices. Here at Castlereach, we’ve witnessed an increase in interest in new home developments, especially from our large numbers of foreign property investors.

Here, I’ll explain what property investors are saying, and why so many believe the current environment is an strong “buy” opportunity.

New home developments and massive regeneration

There has been − and continues to be − massive regeneration investment projects across the UK. These include modern transportation and infrastructure builds. Projects such as Crossrail in London and High Speed Two linking the South to the North will slash journey times. Business will become easier to conduct, and the economy is expected to react positively and strengthen over time.

New build property developed near to such large scale new infrastructure benefits from easier travel and the influx of people wanting to take advantage of better transport links and more affordable house prices.

A strong economy underpins new home developments

Though there has been a shudder caused by the unexpected Brexit vote, our economy has good underlying strength. In a 2015 World Bank Survey, the UK was ranked as the sixth most business friendly country. The UK is widely recognised as being a good place to do business and start a business, with more than one in eight immigrants become entrepreneurs.

The Bank of England announced it could pump an extra £250 billion into the financial system, should it be needed. Post-Brexit, the Chancellor of the Exchequer, said tax rises and cuts in public spending would not be necessary to support the economy. The pound lost some value in the foreign exchange markets, but UK exporters are expected to benefit and sell more to target markets abroad. It’s also not alone and the Euro has been under scrutiny too.

The UK economy is in good shape, and it’s unlikely that medium to long-term demand for new build property will decline significantly, if at all.

Underlying demand for property will remain strong

With a strong underlying economy and commitment to infrastructure projects, demand for homes is not likely to collapse anytime soon. It’s estimated that there is an annual shortfall in supply of nearly 200,000 new build properties every year. Even if immigration were curtailed tomorrow (which we doubt will happen – immigration is good for the economy), domestic demand continues to outstrip supply.

New home developments will continue to benefit from this supply/demand dynamic.

The drop in the pound’s value gives foreign investors a worthwhile discount

The fall in the value of the pound since the Brexit vote is good for our foreign property investors. They’re looking for long-term investments in a strong economy. Infrastructure, regeneration, and underlying domestic demand is seen as underpinning property values. The fall in the pound may well be a temporary phenomenon. The short-term negative sentiment is likely to unwind as the Brexit shock dissipates.

The pound’s weakness presented a window of opportunity for our foreign investor clients to buy at a sizeable perceived discount to market value. It’s ironic when you think about one of the main reasons for the vote was to protect ourselves from an influx of migrants.

The future is bright for UK property and investors

Our clients are optimistic about the future for the UK market and new home developments. We agree with them. There’s a lot to be optimistic about.

Our bank of high net worth property investors come from around the world. Take advantage of their bullishness on the UK’s new build property market, and connect with buyers from Singapore, Hong Kong, the Middle East, India, and Australia. Contact us today on +44 207 923 5680 , and we’ll be happy to discuss how we can help you execute your new build property sales strategy and shift units in volume.

Live with passion and fun,

Brett Alegre-Wood

challenges facing property investors and new build property developers

The Challenges facing property investors and new build property developers

Understanding needs of new build property for sale

New analysis from Yorkshire Building Society suggests that the undersupply of new home developments might be worse than previously feared. The UK now needs more than one million new homes. For property investors and new build property developers, this is a reality that promises profits and security though it’s not without challenges.

Here, I look at some of these challenges faced by new build property investors and developers with new build property for sale.

It can be hard for property developers to work with councils

For many new build property developers, working with local councils is challenging. One major problem is that councils don’t necessarily have the control they need to allow sites to be offered to developers. The best sites always come online eventually, but if you wait for this to happen, you could miss other, more profitable opportunities in the meantime.

Central government is beginning to devolve funding to local authorities. Manchester, Liverpool, and the West Midlands are cases in point. These authorities now have billions that were previously controlled by central government. As this devolution increases, so will the ability of councils to control housing funding. They’ll be given the freedom to develop public land that is surplus to requirement. This should help new build property developers to purchase the best land to develop more quickly. When this happens, there are even better opportunities for property investors searching for new build property for sale.

To succeed, new build property needs infrastructure

The millennial generation is more mobile, more agile in their work, and returning to renting as a lifestyle option. When you rent, you have the ability to move jobs. You’re not tied to a single location because of home ownership. Millennials are also less inclined to be car owners. They are more prepared to use public transport.

Property investors are therefore more interested in new build property for sale that offers lifestyle benefits. Apart from modern appliances, secure buildings and WiFi, the real issues centre on infrastructure:

  • Does the new build property for sale benefit from being close to a transport hub?
  • Is it easy to travel to and from work? To go on holiday?
  • Are amenities close, such as retail and leisure facilities, restaurants and nightlife?

These are issues that will probably make or break for new build property developers, too.

The financing issue for property investors and new build property developers

Since the Global Financial Crisis, financing has become more difficult for new build developers and property investors.

As a developer, access to a bank of high net worth investors is essential. You’ll be able to take advantage of the desire for investment in new build property for sale. Off-plan sales should increase cash flow and make financing easier.

As a high net worth property investor, you’ll have the funds to benefit from the very best offers from new build property developers.

Trust nd confidence is essential for both parties

Trust is a key principle in the business of off-plan sales of new build properties.

As a property investor, you’ll want to know that you are dealing with a reputable new build property developer. You will expect to see a track record of successful completions and be kept informed of progress.

As a property developer, you’ll want to know your early off plan property investors are genuine, long-term investors. You’ll benefit from payments made when they are due, on schedule, without fuss.

Castlereach squares this circle. We have a large and continually growing bank of investors from around the world, actively searching for quality new build developers to buy from. For developers, our sales process is under the radar and off-market, not interfering with their own sales channels.

As a property investor, you’ll benefit from our expertise in working with the best new build property developers and our research capabilities.

As a property developer, you’ll benefit from our extensive reach and unique client contacts.

Contact us today on + 44 207 923 5680, and we’ll be happy to discuss the help and expertise we can offer you as we link the best developers with the best investors.

Speak soon,

Martin Sadler

Why off-plan property London will still sell post-Brexit

Why off-plan property London still sells post-Brexit

Analysing property investment news and the facts as we know them

Depending on what press you read, property in new developments and off-plan property London sales are either in for a slowdown or a crash in sales and values post-Brexit. Apparently, some new property developments and off plan properties have been put on ice indefinitely. Others rushed to completion.

Here I look at the latest contradictory news that leads us to believe a ‘steady-as-she-goes’ approach will be the best course of action in the coming months and years.

Headline: “Sales slump that will crush off-plan property in London”

“Housing sales forecast to fall sharply this summer after Brexit vote” chimes a headline from the Guardian newspaper. Citing a Royal Institution of Chartered Surveyors (RICS) survey conducted in June, the newspaper says inquiries and sales fell for the third month running. However, the survey also showed that the supply of properties also fell.

The survey may have revealed the most bearish confidence reading since 1998, with a quarter more RICS members expecting a drop in sales than a rise – but we shouldn’t forget that the survey took place at the height of Brexit fears and approaching the traditional summer lull.

Sentiment among property sales agents of new property developments and their end buyers has also been swayed to the negative side by the effects of recent stamp duty rises. Investors rushing to get deals done before the stamp duty increase meant a slowdown in sales was already on the cards.

Soft landing for property prices

Many expert economists predicted a collapse in property prices after Brexit. In its reporting of the same RICS survey, the Daily Express produced the headline “House prices post-Brexit: ‘More of a soft landing than a crash’”.

It emphasised that RICS members see a softening of prices, but certainly, don’t expect a collapse. Prices in London are the only ones in decline at the moment – that might be a short-term drag on off-plan property in London – but elsewhere they’re still rising.

Off-plan property London prices might dip or remain static for up to 12 months, the survey said, but within five years they are expected to be an average of 14% higher than they are today. That type of forecast leaves a lot of potential for profit for investors in new build property developments – especially for investors looking for capital growth over the longer term and yield in the shorter term. There’s a shortage of housing stock in London remember.

The country needs more homes

We also saw a report from the BBC asking, “How can the UK build more homes post-Brexit?” highlighting the call by the National Housing Federation CEO, David Orr, for “pragmatism and flexibility” in government housing policy. It says that social housing building should increase in response to the fall in private housebuilding.

It puts the spotlight on factors that cannot be ignored by the new property development industry: there is simply not enough supply to cope with demand.

The balanced view for new property developments

Brexit was a shock. It’s causing some uncertainty. Uncertainty leads to fear. But like Warren Buffett says, “Be fearful when others are greedy, and greedy when others are fearful.” There is undeniable underlying demand for homes in the UK.

It’s estimated that we’re building as many as 220,000 too few new homes every year. This dynamic hasn’t been missed by our bank of wealthy foreign investors. For these, UK property investment is high on the list of their investment targets − off-plan property London included.

The slowdown in sales has been caused by three factors colliding at once:

  • The stamp duty rise in April and the rush to completion sales that pushed sales numbers through the roof.
  • The traditional summer lull in sales.
  • The initial uncertainty caused by the Brexit vote.

We’re already seeing signs that the effect of these factors are fading,  fast. The FTSE 100 has pushed way beyond its pre-vote level. The pound has stabilised at a level that creates exceptional value for foreign buyers. There’s a new leader of the government and a Brexit plan is being formulated and communicated.

In the medium to long term, the Brexit shock will be seen as a blip – no more, no less. If you’ve got new property developments underway or in the pipeline, the interest from our investors is saying that you will probably do best by steering a steady course as you navigate through the Brexit fallout.

Where others are fearful, we’re pragmatic. Where others are greedy, we’re analytical. If other developers do pull back, that’s more demand for your off-plan sales.

Call us today on +44 207 923 5680 to discover how you can reach out to our bank of foreign and UK based property investors.

Live with Passion,

Brett Alegre-Wood


5 sales skills needed to boost off-market property sales

What ability does your selling partnership need to sell off-plan units?

There’s a reason why estate agents sell bucket loads of existing homes and far fewer new builds: the process of selling is different. When it comes to selling off-plan units, a more comprehensive property marketing framework is needed. And with off-market property sales mostly made to investors – tending to be a harder sell than new builds to homebuyers – different negotiating and communication skills are used in the sales process.

Here are five of the sales skills we insist our agents embed in their armoury:

1. Listening to and understanding the property investor’s needs

The agent needs to listen to what the investor is saying, and use appropriate open and closed questioning to drill down to exact requirements. Then it’s a question of presenting the off-plan units in line with those needs.

2. Communicating concisely with clarity

The agent will help the investor see how the off-plan units for sale can fit needs. The agent must have the communication skills to sell the vision – off-plan units may be no more than a drawing, and taking that drawing and creating the full picture is an art. The investor needs to be inspired not only by the property for sale, but by the development, location, and nearby amenities.

Photographs of previous developments help give the investor the vision of what the developer is capable of producing.

3. Know how to sell the product

Off-market property sales are different to sales of existing homes because there is more emphasis on selling the product. It’s not the same as ‘getting into bed’ with a homebuyer: new build off-plan units are sold by selling the product, lifestyle, and investment potential.

4. In-depth product knowledge

An estate agent, who is selling homes, is really matching a buyer up with something that is already there. To be successful in off-market property sales, the agent must know the product inside out, back to front, and upside down. They need to be able to explain all the options available.

They also need to know and understand the terms and conditions applied to sales contracts and have the ability to answer queries and combat objections immediately.

5. Negotiating skills

Finally, the agent will need to use all their negotiating skills to close the deal, offering low or no-cost options to encourage investment while helping the buyer to move through to completion.

Our team is not only experienced in off-market property sales but also benefit from the comprehensive continuation of personal development and focused product training for every development sourced and offered to the waiting investors. Feel free to give the team a call on +44 207 923 5680 and find out how our experience and specialisations can benefit your development and increase sales of off-plan units.

What’s the most important skill in your view?

Live with Passion,

Brett Alegre-Wood


How to drive demand for your off-plan units

Innovative strategies for higher off-market property sales

Developers wanting to drive off-plan property sales up to and above their sales targets need a few key elements in place. A  well organised and well orchestrated property marketing framework is key and as is being innovative in the sales process. This is especially true when the developer wants to kick-start a new development and drive demand for property with off-market property sales.

There are a number of tried and tested marketing strategies used to promote off-plan units. This includes blogs, property investment seminars, reaching out through social media, early-stage site tours and rebranding. Here I want to look at three of these in a little more detail. You never know, one of these could be the spark for you to create a new, innovative off-market property sales strategy – especially if you have a strong USP, too.

Sell sustainability

In this age of green and clean homes, sustainability is a key selling point for many investors and homebuyers. Often, the green features that complement a new home are expensive. If you can offer sustainability and source green fixtures and fittings in bulk, there is no reason why you shouldn’t sell value by taking a different approach to the sales walkthrough.

Why not encourage would-be investors to come behind the scenes, visiting the development site with off-plan units at various stages of completion? Perhaps even invite them to meet with suppliers (who are experts in their own products – use them to sell the benefits of sustainable green homes) and your off-plan property sales will react accordingly.

And the USP? Affordable, efficient and sustainable lifestyle. That’s your angle.

Selling a new concept

Homes are getting smaller, and people are living closer to where the action is. Yet, at the heart of a home is the need for it to provide adequate space for its inhabitants. The New Home Company in the United States has been innovating design for living for a while and has been successful in predicting and even leading lifestyle trends. The latest concept is the ‘family office’, a space that is digitally connected and provides plenty of storage space and desktop work surfaces.

The company was first contracted to provide a family office for a client, and from there it floated the idea to focus groups before rolling out as a flexible design feature.

And the USP? It involves the interior design company early in the process of off-market property sales, with investors able to meet and speak to its representatives and better understand the benefits.

Reaching out to the audience

When investing in off-plan units, investors want to feel fully informed. What better way to produce educative material across a variety of channels – blogs, social media, and trade and local print media.

Investors and homebuyers often have a mental block when it comes to buying new property versus old. They just don’t get the benefits of buying new. By producing articles, blogs, eBooks, and being active on social media, you can set yourself apart as the expert in the new build before the real business of selling off-plan units begins.

And the USP? People identify with an expert and discuss the merits of off-market property sales with others. Soon, you have an army of self-declared experts marketing by word-of-mouth.

These three ideas are just a few of the ways in which developers are connecting with investors and promoting their off-market property sales. When we discuss marketing with a developer, we’ll always look for the USP that will make their product stand out from the crowd − and then we can market off-plan units in the best way possible, to maximise off-market property sales. Feel free to contact the team on +44 207 923 5680.

Live with Passion,

Brett Alegre-Wood


7 off-plan property sales tips to create a sales tsunami

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.

Live with Passion,

Brett Alegre-Wood


Five tips to make your off-plan property sales strategy take off

How to come out on top in the competition for off-plan property sales

It’s vital to give off-plan property sales the largest chance of hitting objectives by creating an off-plan property sales strategy that is both proactive and responsive. Of course, you should also be seeking to improve results by iterating the strategy to connect best with homebuyers and property investors. Here are five tips to make sure off-plan property sales take off as you expect them to.

1.    Set your goals, objectives and targets

What is it that you can realistically hope to achieve? While it is easy to think solely in terms of the number of off-plan property sales, this should not be the be-all and end-all here. You’ll want your sales and marketing strategies to increase visibility, extend your reach, and appeal to target demographics.

2.    Consider multiple channels

Focussing solely on a single sales channel, or a single off-plan property sales strategy will limit the ability to hit your target numbers. Consider who the target market is, and where they are to be found. Homebuyers and property investors speak in different languages, visit different online and bricks-and-mortar resources, and get excited by different things (capital growth and yield versus kitchen appliances and landscaped gardens, for example).

While an invite-only educational property investment seminar is a powerful tool to speak to dozens of property investors simultaneously, a show house open day is more suited to individual first-time homebuyers.

3.    Get the right partners on board

If your off-plan sales strategy is to work, you must chose the right partners to help you promote your development. Of course, you’ll need these partners to be experienced and provide routes to your target markets.

They should be able to demonstrate a close affinity with and understand their clients, and add value to the proposition (perhaps by educational and research resources, for example) and advise you on strategy. Finally, select partners that are passionate about performance: these are the guys on your team that go the extra mile for you.

4.    Monitor performance

Put in place discerning metrics to measure performance against your objectives, and the goals set for you and your partners. Stay in constant communication, and measure off-plan property sales against expectations. If you don’t have monitoring metrics and processes in place, then don’t expect to see the early warning signs that off-plan property sales are going to fall short.

5.    The first cut is the cheapest

Having devised your off-plan property sales strategy in conjunction with your partners, it is not unreasonable to expect great results. However, if they do fall short, then it may be you need to cut your losses and seek a new partner. The first cut is the cheapest, and it is a lot easier to find new partners in unmuddied waters.

For more sales strategy tips, or to discuss your specific expectations,chat with the team on +44 207 923 5680.

Live with Passion,

Brett Alegre-Wood