Tag Archives for " off-plan property sales strategy "

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

6 steps to successfully launching off-plan property sales

Creating an off-plan property sales strategy that you can rinse and repeat

The success of a development project often depends on upon its off-plan property sales numbers. This gets the ball rolling, as it were, introduces real cash flow into the project, and helps to finance the ongoing work that needs to be done to see outcomes met and the project completed on time and within budget.

An off-plan property sales strategy that is designed specifically for launching off-plan property sales is the key to a strong, solid opening and seeing further sales follow through. When you plan your launch with an experienced partner, the sales numbers will increase accordingly. Having executed successfully, embed the process into your sales regime and you’ll find it is easy to rinse and repeat and stay within marketing budgets.

The secret formula for launching off-plan property sales

In reality, marketing starts before even laying the first brick. A successful off-plan property sales strategy begins in the very early stages of the development process. From there, the off-plan property sales launch has a known lifecycle:

1.     Meet the needs of the local market

Imagine how NASA approaches a rocket launch. It doesn’t simply build the rocket, load it with a few astronauts and press the red button. The first thing that happens comes way before the rocket is designed: NASA assesses the need for the launch and how it can best meet that need.

Think about marketing before you develop. This necessitates knowing the local market, what housing needs there are, and the likely demand for each type of home built. This is the first step in ensuring that there will be strong investor demand and that off-plan property sales are received positively by awaiting property investors.

2.     Send the right marketing message

By linking the marketing message to local market needs, you’ll remove confusion. Off-plan property sales need to be positioned correctly so that the property investor knows what is being bought and that the property he or she is buying meets the needs of the local market – in other words, it is rentable.

A strong, clear marketing message communicates the very real value of the development to property investors with a strategy that takes advantage of off-plan property sales.

3.     Set goals for off-plan property sales

Have a clear target for sales numbers, and build the off-plan property sales strategy around these objectives. This will help to develop marketing methods and keep your campaign on track. Don’t forget that a sales partner should have the capability to capture details of prospects and then onward market to them post-sales events.

4.     Leverage the power of sales partners

Choose your strategic partners carefully, selecting those with a great track record and active base of property investor clients. These are assets that can be leveraged to provide maximum value added to off-plan property sales. Ideally, your partners will also demonstrate the ability to reach out further, with their own strategic partnerships that multiply the power of the direct leverage.

5.     Pre-market selectively and subtly

By this stage of your off-plan property sales strategy, you will have almost everything in place to ensure objectives are at least met. This penultimate step is about creating buzz. Involve sales teams, partners and press to begin the process of subtle marketing. Place strategic and discreet publicity, and be selective in what details you digress and to whom. The idea is to create just enough interest to whet appetites and maintain curiosity.

6.     Time the off-plan property sales launch

Timing is important. Take care to avoid big events that may divert interest, public and religious holidays, and customary holiday periods. Consider your target market, and ensure that the launch will create only good feedback.

As an example of an event that might form part of your off-plan property sales strategy, you might decide to launch at an educational property investment seminar, presented to a select audience of property investors. This can provide the feeling of elitism, which will guarantee positive public promotion of the development: and that is advertising that money can’t buy.

The off-plan property sales strategy is a process, not an event

Setting goals for off-plan property sales and achieving them is a process, not a single event. While the outside world may believe the launch to be the fanfare of publicity, the truth is that a successful off-plan property sales strategy is a carefully orchestrated process, building steadily to the crescendo that guarantees sales.

To discuss marketing strategies that sell, and to reach our rapidly growing investor base, give the team a call on +44 207 923 5680.

Live with Passion,

Brett Alegre-Wood