With what to start the promotion of a construction company
The purchase of real estate – a long and time-consuming process, the decision in this case is taken only after a thorough risk assessment. Before buying a home, the consumer analyzes the market, prices, offers of developers and only then chooses the best option. Therefore, the promotion of the construction company should be clearly targeted to the target audience, taking into account its needs.
Advertising of a developer and his objects can be different – creative, original, emotional. The main thing is that it should be meaningful, be of benefit to consumers and help them make the right choice.
The purchase of real estate involves going through a number of stages. Especially risky is the purchase of housing under construction, in which case the consumer must be confident in the reliability of the developer. Here, the age of the company, the number of completed projects, the image in the market and the attitude of clients play a big role. That is why advertising should be aimed at demonstrating the advantages of the developer, not only in terms of favorable conditions of purchase, but also in terms of honesty and legal conditions of work.
An important part of the advertising promotion strategy is the study of the target audience. Data for this is gathered according to different parameters, such as age and location. According to the studies, the real estate of “comfort-premium” class is most often bought by people from 27 years old and older, both families and singles. Each target audience has its own fears, which should be addressed through a well-organized advertising campaign or directly through the consultants from the developer.
The general portrait of an ideal real estate buyer looks like this:
– a person with a higher education, who has a high or average income;
– willingness to pay for comfort, desire to improve living conditions;
– high requirements for the quality of construction and housing in general;
– the importance of residential security.
Such people most often choose housing through the Internet, so they will pay attention to the developer, which has its own website. The latter should tell the user about the company, its mission and presence on the market. The website should show the advantages of the facilities, both in terms of quality of performance and price.
A well-designed website in itself is an effective promotional tool. However, for that it should have a modern design, pleasant and understandable interface, it is important to take care about functional filling – without water, so that a potential customer could quickly find information that will answer their questions.
In addition to the website, it is effective to use contextual advertising in search engines such as Google or Yandex. It allows you to track queries and adjust ads according to what keywords users are responding to. Don’t forget about the media ads on Google’s partner sites.