In Focus

Project Marketing – five things to consider

Christian Marotta

Christian Marotta

September 2015
Elsfield2 Small

Marketers of development projects face unique challenges, and in an ever changing landscape, there are five key aspects needed to generate success

1. Knowing your market…
Project marketers must understand the needs and drivers of their target markets so they can effectively engage them. Tactics and communications must appeal to the emotional and rational motivations of buyers, with an understanding that for many people, this is the biggest purchase they will make. Selling property is no longer just about the bricks and mortar, it’s about selling the lifestyle, location and culture.

2. Getting the message across…
Today the relationship with buyers begins before long the sales campaign begins. Engaging buyers today requires building a sense of community and vibrancy via carefully planned communications and experiential marketing. For many off the plan projects providing buyers the chance to touch and feel enables them to experience the project first hand.

3. Digital communications…
Digital communication is the new frontier in property marketing, bringing plans to life and engaing buyers. Today photo real digital renders bring spatial dimension and finish details to buyers, and 3D virtual tours enable a more realistic walkthrough than ever before.

4. Getting social…
Social media is integral for creating buzz and starting an online conversation, particularly with younger buyers, but also an increasing large number of 35 – 55 year olds. A crucial component for marketing campaigns, social media enable communications to be targeted to geographical areas, socio-demographics and interests.

5. Reaching international buyers…
Communicating with foreign buyers is more than a language, it’s a conversation and understanding the cultural influences. Successfully selling to International buyers, notably the Chinese market requires understanding of the different needs of this market as well as understanding FIRB regulations and visa restrictions. Established sales channels and relationships with local and international buyer’s advocates, effective use of digital communication and bilingual specialists are all central to building the relationships and sense of trust international buyers require.

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