Promotion
Real estate developers use several diversified advertising and real estate marketing techniques as well as strategies to promote their property development projects.
What is project promotion in real estate?
Project promotion in real estate refers to the marketing and advertising efforts undertaken by real estate developers to create awareness, generate interest, and attract potential buyers or investors to a specific property development project.
It involves strategically promoting the project’s unique features, benefits, and selling points to target audiences through various channels and tactics.
Property Developers may draft a plan when approaching the targeted audience through multiple channels with a precise message and a call to action.
Property promotion and branding are especially aimed at targeting specific pressure points (and insecurities) that click the target audience right in place - sometimes through slogans, different relatable motos, and different packages.
An effective real estate promotional effort can attract real estate investors in current property projects and establish interest in future developments by creating a memorable and positive brand for the development firm.
The first and foremost step is to analyse your project and then identify which type of advertisement channel suits your real estate marketing strategy the most.
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What should be included in your real estate promotion strategy?
The initial step in applying project promotion ideas is creating a marketing plan.
You should draw your promotional strategy on 4 essential pillars, also known as the 4Ps of the marketing mix; Place, Price, Packaging, and Product.
Moreover, when discussing the promotion aspect of the project, you should expect to spend 1% of your GRV on larger projects.
What methods can be used to promote a property?
Below-mentioned are ways you can promote a property project to the clients as well as to fellow property developers in the same field:
Partnering with an advertising agency
Partnering with an advertising agency can help you create a comprehensive marketing campaign. They can develop promotional materials such as brochures, websites, and media advertisements that effectively showcase your project’s unique selling points.
Engaging with public relations professionals
Engage with public relations professionals who specialise in the real estate industry.
They can help generate positive media coverage for your project, arrange interviews with key stakeholders, and organise press events to create a buzz around the development.
Collaborating with real estate agents
Collaborate with reputable real estate agents with a strong network and expertise selling properties. They can actively market your project to potential buyers, provide insights on market trends, and facilitate property viewings and negotiations.
Engaging project marketing agents
Engage project marketing agents who specialise in off-the-plan sales. They have extensive experience in marketing and selling pre-construction properties.
They often use database marketing techniques to target potential buyers and can earn a commission ranging from 5-6%.
Leveraging the power of the internet
Leverage the power of the internet to reach a wide audience. Create a professional website dedicated to your development projects, providing comprehensive information, virtual tours, and high-quality images.
Utilise search engine optimisation (SEO) techniques to improve your website’s visibility in search engine results.
Partnering with private property clubs
Partner with private property clubs or organisations that cater to high-net-worth individuals and investors. These clubs often host exclusive events and provide networking opportunities, allowing you to showcase your project to a targeted audience.
Utilising local newspapers and targeted newspapers
Advertise your project in local newspapers to reach potential buyers within the project’s vicinity. Place eye-catching ads with compelling visuals and critical project details to attract attention.
Consider advertising in newspapers targeting the real estate industry or property developers.
These publications often have a readership that includes industry professionals who may be interested in collaboration or investment opportunities.
Other internet sources
Explore other online platforms beyond your project website. Advertise on popular real estate listing websites, social media platforms, and online forums relevant to the real estate industry.
Consider targeted digital advertising campaigns to reach specific demographics.
Onsite marketing and sales office setup
Set up an onsite marketing and sales office within the project site or nearby location.
This allows potential buyers to interact with sales representatives, view property models or displays, and receive detailed information about the project.
Billboards or posters
Place strategically located billboards or posters in high-traffic areas to create awareness and generate interest in your project. Ensure the visuals and messaging are attention-grabbing and provide contact information for interested parties.
Building a strong brand identity
Develop a strong brand identity for your project and maintain consistency across all marketing materials.
Create a captivating logo, tagline, and visual elements that reflect the project’s unique features. Ensure your project’s website is aesthetically pleasing, user-friendly, and optimised for lead generation.