Sector Spotlight: Property Marketing
Sector Spotlight: Property Marketing
As a creative marketing agency specialising in property marketing, we’ve worked with a variety of house builders and developers across the country to bring place stories to life. So why is it important? And how can you build a story that cuts through and connects with homebuyers alike?
Why property marketing is important
Property marketing is about so much more than listing a development and waiting for enquiries. In a world where everyone is competing for attention, creative marketing is one of the most effective ways to not only reach your target audience but connect with them on an emotional level. And when it comes to buying a home, it’s one of the most emotional purchases someone will ever make. It’s not about bricks and mortar; it’s about the lifestyle you’re enabling, the opportunities and the community you’re building.
Finding a unique story you can tell is at the heart of an effective property marketing campaign. After all, when it comes to homes, everyone’s selling the same thing - so how do you differentiate and encourage someone to choose you over the competition?
We’ve worked with a variety of housebuilders to do exactly that, crafting compelling narratives and campaigns that stretch far beyond the point of someone moving in. We’ve collaborated with brands including Crest Nicholson, Redrow, Countryside Homes, Peabody Homes, Notting Hill Genesis, and Tailor Made Living alongside a number of commercial developers and estate agents. We’ve created everything from brand positioning and development naming through to social media management and copy and photography across multiple channels including websites, brochures, hoarding, marketing suites and events. Here are three things we’ve learned that could help drive homebuyers to your next development:
Know your audience
Firstly, consider who your audience is. Is the development aimed at first-time buyers, second steppers, growing families, downsizers or second-home buyers? Once you know the core target demographic try and go further by really getting underneath the skin of what’s important to them. Using industry data, your own data and social media insights, you can gain a really clear idea of your ideal customer persona. What are their interests? What do they believe about the world? What are their pain points? And how can you solve them? Having a deep understanding of your audience, the content that resonates with them and how they consume it is the first step in any successful property marketing campaign.
Brand positioning
Before launching any campaign, whether it’s new-build or refurb, consider what makes your development unique. Look through the design and access statement and get to know the area - is there anything different about it that’s interesting? Are there any interesting features you’re putting into the development? What’s the story? Defining a strong brand narrative and key messaging alongside impactful photography and visual assets will give you a distinctive difference to other developments in the area.
Content strategy
Once you have a clear idea of your audience and your brand position, you can start to build out a content strategy to drive results. Identifying the key messages you want to get across, your brand tone of voice and identity will mean you can craft a distinctive look and feel both online and offline. And defining a content strategy alongside this will empower you to put it all into action - what channels are going to work best? What content will live on each channel? What are the call to actions you want to highlight at different stages of the development? Whether it’s getting footfall to your marketing suite or driving online enquiries, get clear with your goals and objectives so you can measure success.
Photography, video & social media
We also offer professional property photography to help with your holiday, rental or market listing. On top of that we can provide photography and video designed to elevate your social media content, from social proof style vox pops to fast paced reels, drone photography and video.
Head over to our projects page to see some of the campaigns we’ve worked on >>>
Want to discuss property marketing in more detail and how can we can help?