Image advertising as an effective tool to promote new buildings
The real estate market is breaking records, more than 13.2 thousand transactions were registered in the capital in October, which exceeds the previous period by 70%. However, experts warn that the situation may change, so you should take care of promotion in advance. An excellent option is image advertising, which will build a positive image of the company and its product.
Common mistake of many small developers – they underestimate image advertising, focusing resources and attention on lead generation. This position is quite expectable – the effectiveness of the purchase can be easily evaluated, which facilitates the formation of the budget and its approval by the management. However, image promotion plays an important role, with its help you can build a long-term relationship with the consumer. The ideal solution would be a combination of several tools, promotion to attract leads and the formation of the company’s image.
It is better to study the effectiveness of such a mix on a real example. The developer RDI Group approached a marketing agency with a request to increase sales at three sites located in Moscow suburbs. The construction of these properties had been dragging on for quite a long time and required some activities to attract the attention of potential buyers. In order to achieve this goal, marketing experts have developed a new strategy, which was to promote these residential complexes under one umbrella brand. In this case, the specialists benefited from the location of the objects – they were all located in the same area.
The RDI Group’s main tool was an advertising campaign aimed at lead generation. However, for a newly created brand, such advertising would not have brought a good effect and would have required serious expenses. Therefore, the marketers decided to go a different way. They launched an image ad that aired for three weeks. Its purpose was to introduce customers to the new brand, for this purpose they used billboards on the route to the facilities, as well as content in the media. After three weeks we launched lead generation through targeted advertising in social networks. This approach gave its result – within 1.5 months the office of the developer received 466 appeals from consumers, 308 of them – confirmed leads.
An important tool for image advertising is a unique selling proposition. Its purpose is to demonstrate the main advantages of the object and the developer as a whole to the consumers. And the USP should be made taking into account the needs of the target audience, then the response to advertising will be high. That is why it is necessary to study the target audience thoroughly, its needs, peculiarities and problems which should be solved by the developer before creating a trade offer. Proper definition of its audience – is an important component of successful promotion, and in this case, even the traditional approaches of image advertising will increase the leads.