In spite of some gloomy forecasts for the sector around the beginning of the year, the property market has remained very buoyant. Indeed, it may well be the case that this industry has been the most resilient to the challenges of recent years – with many predictions of prices falling being proven wrong.
There has also been an uptake in interest in new build properties. This is true of recent years and trends generally – but demand has gone even further recently, as demand for housing has increased. Nevertheless, if you are producing and/or marketing new build properties, you need to understand what you are doing in order to maximise their saleability.
In this article, we will take a look at how you can more effectively market your new build properties.
Understand what the market wants
The demand for new build properties has arguably never been higher. It has been well established over a number of years that there is a need for more high-quality housing at virtually every price point. This has been shown as the property market has been increasingly strong with house prices rising.
This should be a very positive thing if you are a home builder or you are marketing new build properties. However, many companies in this sector make a mistake because they don’t truly understand exactly what their target market is looking for. When you know your target market, you can be far more effective in securing the sale.
In the case of new build properties, what many homebuyers are looking for is cost-saving in the long term, especially with regard to energy efficiency. This means that you should put extra effort into pushing attributes such as better insulation, modern appliances, and solar panels.
Focus on your web campaign
There can be no doubt that the internet plays a vital role in selling properties in today’s real estate market. Many customers will actually get most of their information about the project and the properties available online. So it is important not only that you have a high-quality website with excellent content, but also that you have a focused and effective digital marketing campaign.
A key element of any digital marketing campaign is your SEO strategy. SEO is search engine optimisation – the process of improving your website to make sure that it ranks as high as possible on Google and other search engines. When you rank better for terms your customers search for, you will receive more traffic to your site, and this will translate into more leads.
Of course, it is important to say that this shouldn’t simply be a case of pushing more people to your site. It needs to be a series of incremental improvements to ensure that your site deserves the ranking – this will ensure that it stays there.
“Traffic is not a good metric of success as not all traffic has the same value,” explains Justin Aldridge, Technical Director at Artemis Marketing. “A better approach is to always focus on targeted traffic whilst simultaneously working to improve conversions across the website. This has the added benefit that as the traffic grows it will convert at a higher rate. That way everyone is happy!”
Build your brand
Your brand is the face of your company, and it helps build a relationship with your customers. A strong brand can make your properties stand out in a crowded market and create a sense of trust and loyalty among your customers.
To develop a strong brand, start by identifying your unique selling proposition (USP). What sets your properties apart from others on the market? Perhaps it’s their energy efficiency, smart home technology, or location. Whatever it is, make sure it’s clear and highlighted in all your marketing materials.
Next, create a visual identity for your brand. This includes your logo, colour scheme, and typography. Your visual identity should be consistent across all your marketing materials, from your website to your brochures and social media accounts. This will help customers recognise your brand and make it more memorable.
Embrace technology
Virtual tours are essentially 3D walkthroughs that allow potential buyers to get a realistic view of a property without physically being there. These tours are typically created using special cameras that capture the space from multiple angles, and then the images are stitched together to create an immersive experience.
Virtual tours provide many benefits for homebuilders and companies marketing new build properties. First and foremost, they allow potential buyers to see the property in a way that traditional photographs and videos can’t capture. This can help buyers get a better sense of the layout, the size of the rooms, and the overall flow of the property.
Additionally, virtual tours are available 24/7, so buyers can take a tour at their convenience, even outside of normal business hours.
Make use of social media
Social media platforms such as Facebook, Twitter, Instagram, and LinkedIn can provide a significant boost to your marketing efforts, especially when it comes to promoting your new build properties.
These platforms can be a great way to engage with your audience and build relationships. You can create posts that are informative, educational, and entertaining, which will encourage your followers to engage with your content. You can also use social media to answer questions, respond to comments, and address concerns. By doing so, you will create a positive image for your brand and demonstrate your commitment to customer service.
“New-build property marketing works best when it is combined with a good social media strategy that builds trust with potential buyers,” says Jonathan Knight, writing for Image Foundry. “You can create social media that is a lot more than just ads and property listings to help sell new-builds. Share articles that offer advice on buying a new-build, or short bios on your staff team, or 10-second GIFs of your team on the road visiting a new development site.”
New build properties can be marketed effectively, and it can make a big difference to your ability to draw in leads and make sales. It’s smart to really understand what makes your new builds special and then make that the focus of your campaign.
