How the promotion of residential complex works: the benefits of advertising new buildings
The real estate market is experiencing difficult times. Margins are falling, the cost per square meter is rising, and people’s incomes are not keeping up with the rates. In this regard, developers have to look for new ways to increase sales in the area of new buildings. And in this case it is important to correctly organize the promotion of the residential complex so as not to lose on the advertising budget and at the same time to ensure an influx of clients.
All the work concerning media planning is entrusted to the marketing department of the developer, and here it is better to evaluate its possibilities. In some cases, it is better to seek help from a marketing agency, which will take on a full range of activities and immediately assess the size of the budget. The first thing to do – is to develop a promotion strategy, which should indicate all the key points. To increase the effectiveness, it is important that the advertising of the residential complex coincided with the start of sales. It is a mistake to launch the campaign too early – when the internal processes are not yet fully thought out, or too late – when due to the delayed start the developer has already lost some customers.
It should be understood that for consumers the price is an important factor, but not the main one. They also evaluate the location of the object, study the developer and his reputation. The purchase of real estate is a serious step, and before it is made, the buyer wants to choose the best option for himself. It happens that when choosing, the consumer has certain requirements, but upon detailed acquaintance with the object he may see quite different advantages of the new offer.
Marketing strategy is created for each project individually, taking into account the city, district, class of real estate. Separate attention should be paid to the target audience. The more accurately it is defined, the more effectively advertising will work. Marketing strategy allows to create a positive image of the developer and the residential complex, it focuses on the benefits of the complex, showing them to a wide range of people.
The process of promotion includes several stages and starts with the analysis of the target audience and competitors. This information allows understanding the requirements, problems and expectations of potential customers. Competitive analysis allows determining the key points that distinguish a particular developer from the rest, and to demonstrate its strengths to consumers. Next, the channels to be promoted are selected and the sales funnel is built. At this stage, the budget and KPIs become clear, and then you can start creating content strategy and creatives.
When the preparatory part is defined, specialists make up a system of marketing activities, step by step. In case the developer was not engaged in branding, it is necessary to correct this mistake, and create a logo and a unique corporate identity, which will distinguish it from the competitors. This point is extremely important for the recognizability of the developer, the formation of confidence in him.