Brand strategy: peculiarities of promotion in the real estate market
Every market has particularities that must be considered when promoting a company. The real estate sector is no exception. Here, the brand strategy must include the fundamental idea of creating something new that will improve the lives or professional activities of others.
In the real estate sector, promotional work should start at the same time as the creation of the project. In this way, architects and marketers can form a unified vision of the object and put the necessary meanings into it. At the same time, the strategist’s task is to meet the client’s expectations regarding the property’s location, square footage, and other characteristics. In this case, the context and trends of the market as a whole should be taken into account, and based on them, the desired image of the brand and its product should be created.
When developing a promotion strategy, it’s important to have an articulated philosophy of the company and its activities. Examples are luxury accessories or cars. People buy them partly because of the message the manufacturer puts into its products. This approach works well for the real estate market, such as luxury residential complexes.
As far as a brand strategy for this sector is concerned, it can be created in two ways: for a specific property or the developer as a whole. In the first case, you must consider the concept for presenting the property and highlight its uniqueness. Here it is essential to understand the audience of buyers the property is oriented to. For example, if it is an apartment complex in the city center, then it is better to orient toward young and active people who value dynamics and are not ready to sacrifice comfort. For a suburban complex, it is more likely to be about peace and safety for children away from the noise of the metropolis.
Brand strategy for developer
Branding a developer is a more complex and time-consuming process. Having a specific foundation: successful projects and a certain status in the market is essential. However, it is also possible to focus on the developer’s youth, its focus on the client rather than on the number of completed projects, the freshness of ideas, and other factors. A brand strategy should be more than just a dry plan of action. It reflects the philosophy of the company, and its values, which will be relevant not only today but also in the coming decades.
A practical approach to promotion is to use the concept of community. The brand should gradually “nurture” its customers by shaping their attitudes and sharing their values. In addition, consumers want to see specific personalities behind a company’s image. This approach works well for real estate in the context of the author’s project. Therefore, focusing on an ecosystem that makes life more comfortable is essential.