The process of marketing your real estate project can be challenging. You often have to deal with trying to sell the property based on plans and CGI mockups. This presents a completely unique set of circumstances since the product you’re marketing is intangible, but very valuable.

The Internet has changed the way developers market their projects. Successful development marketers know how to harness the various digital media and platforms available to reach a wide audience. Strong relationships can be built online using tools like email marketing and social media. Thanks to advancements in technology, face-to-face meetings with potential clients living thousands of miles away are conducted online.

While there are a number of new marketing avenues available, the most crucial aspect of property marketing is building trust. This is why it is so important to create a powerful marketing strategy that is thoughtful and relevant to your audience. Let’s take a look at some proven ways to market your property and build your brand.

Understand Your Target Audience

It all starts with getting to know your target audience. This goes beyond simply finding out demographics like age and income. Delve deeper and understand what their motivations and priorities are. You will then be better equipped to come up with a plan that will build trust with these individuals through avenues like social media and paid advertising.

To many buyers, the purchase of property represents much more than material wealth building. It is the promise of a better future and is often the biggest purchase they will ever make. It is a major milestone that defines stability and success.

You’ll need to listen to the needs of your target group and study the types of media they use. This way you can engage with them on the platforms where they typically spend time. For instance, there is no point spending thousands of dollars on a television ad if your potential buyers are spending more time online.

Harness The Power Of Social Media

The growing importance of social media cannot be underestimated. These platforms have become an integral part of many of our lives, and no marketing strategy is complete without a social media plan. Social media marketing is constantly evolving and marketers need to keep pace with the changing trends. Since it is a relatively new concept, this form of promotion is embraced more by some developers than others who prefer to stick to tried and tested options.

Social media marketing works particularly well at showcasing the visual appeal of a property. Contrary to popular belief, it is not meant solely to connect with a younger audience. If done right, it can be used to create conversations around your brand and engage your target group.

Reevaluate Your Web Design

Gone are the days when a sleek website with a link on the homepage to “Invest Now” would bring you sales. Unless you have already established trust with your potential buyer through some other avenue, this is not likely to work. Purchasing a property is a big investment, so a simple call to action will not bring your results.

It’s a better idea to design your website in such a way that it delivers value to your target audience. There’s a good chance that they are visiting it to find out more about your company. So use your site as a way to communicate your story. Have short write-ups about how your company was started, its goals and objectives, and the people who work there. Be sure to convey how you differ from other property developers and talk about what you uniquely bring to the table. Another great way to build trust is by showing past projects that have been successfully completed by your company.

Make The Most Of Video Content

While using videos to showcase a property is not a new strategy, many marketers underutilize this marketing avenue. Online video tours are a great way to show potential buyers the development and will help them get a feel of the space. Photos cannot do the same justice to the interiors of a home that high-definition videography can. Videos are also retained longer in people’s minds since they are more likely to consume this type of content thoroughly, as opposed to just skimming through it. Making your website more video centric could be the key to creating better engagement with your audience.

Promote A Lifestyle

Consumer tastes are changing, and purchasing a property is no longer about opting for the most practical choice. Buyers, particularly first time homeowners, often have their dreams tied to the property they are looking to purchase. It is a gateway to a better life and the fulfillment of a lifelong ambition. So it’s important to consider this when thinking about the branding of your development.

Today’s real estate market is increasingly competitive, and a brand name alone is not enough to make a sale. Potential buyers need to feel that they are buying into a better lifestyle. In order to achieve this, your branding must be compelling and clutter breaking. The development itself must be the star of your messaging. Marketers will need to put a lot of thought into aspects such as colour schemes, the name, and the surroundings of the property. Use your knowledge about your target group to make marketing decisions that will appeal to them and compel them to make a purchase.

Final Thoughts

Creating a sound marketing strategy that helps you achieve your targets may not be a straightforward task, but it is certainly worth the effort. Asking a potential buyer to invest their savings in your product involves building trust. So property marketing is a responsibility that involves a lot of skill and effort.

Your marketing strategy must be tailored to appeal to your target audience, elevate your brand image, and align with your business goals. A one-size-fits-all approach is a waste of time and resources since the stakes are so high.

This form of marketing involves much more than simply paying for a slew of advertisements. If done right, it can help you build your reputation as a trustworthy and successful property developer. So you are not only investing in promoting your property, but in building your brand.

Leonard Ross is an established property developer in Auckland, New Zealand.