Attracting the right buyers to new real estate developments takes a different strategy than selling resale properties. The big developers employ a variety of marketing techniques to sell their properties. Smaller companies may not possess the capacity or the expertise to duplicate. However, it is beneficial to learn from the most prominent players.
Digital marketing – social media and the internet- is essential to any successful new-build marketing campaign. Please find out the most critical aspects, and then check out our complete guide on selling new-build properties.
Why developers require a dedicated property website for property development can help you gain an edge in a variety of ways:
An easy and quick source of information
A website can be a primary point of contact for potential buyers to look over your property and learn more about the project. Displaying the website address on hoardings and signs on the site can allow passers-by to locate information quickly instead of browsing for property websites. Use the QR code, and then they can visit the website by scanning it on their smartphone.
A richer experience
If you have your website, you can showcase any information you’d like instead of being constrained by portals or agents. Gallery galleries, floor and site plans, details on local amenities, and, increasingly, 3D virtual tours can benefit potential buyers.
Better leads
If your site is visited by visitors, this is because they’re looking for the development of your company rather than just browsing listings on agents’ or portals’ websites.
More control
Instead of using a third party to distribute leads that could be shared with other companies or other sites, a dedicated website lets you directly collect the details of buyers interested in a particular property. This increases the chances of successful lead nurturing.
What should you keep in mind when designing a website
Marketing websites can differ wildly in complexity and cost; therefore, the most suitable option will be determined by the scope of the development it’s worth and the likely audience.
Low cost
The most straightforward (and the cheapest) choice is to have one “landing page” website. It would display the basic details about the project and the essential functions for lead generation. It could also comprise:
- Unit types
- About the Developer
- Make a reservation for a viewing
- Download brochure
- Have a chat with your friend
- Medium cost
The next step could be a fully-designed microsite. It will include additional information to highlight the work and offer more functions than a website, such as:
Slideshow or video and virtual trip (of the entire development as well as individual units)
- Floor plans and unit types
- Prices and availability (updated often)
- About the Developer
- Make a reservation for a viewing
- Do it with someone you know
- Download brochure
- Testimonials
- Live chat and WhatsApp integration
- High cost
The top-of-the-line, most complicated option is a complete site that can manage multiple projects across several sites. Because of the required duration (and expense), the process is generally suggested for developers who sell multiple projects simultaneously.
Whatever type of site you decide to use, it must be compatible with every device. Nowadays, people search for property on various devices, including tablets, laptops, desktops, and even smartphones. The site should be able to adapt to these devices to ensure that it appears and works appropriately. A website that appears amateur or isn’t functioning will turn off potential buyers.
Web design is highly skilled, particularly for more complex virtual viewing websites. Moves collaborate with experienced designers to provide dedicated websites and marketing services for developers with different pricing. This can be complemented by lead management.
What do you think of the social media landscape and Google ads?
Social media can be a powerful method of reaching prospective buyers directly by analyzing their search patterns. For instance, it could focus on people looking at local properties who have expressed interest in new constructions or have begun searching for a brand new house.
This targeting method lets you showcase your product directly in potential clients’ Facebook or Instagram feeds, which will then take them to your website for development. Creative and eye-catching content is essential to increase engagement.
Google marketing can also be an excellent method to create leads of high quality since it targets people who are actively looking for relevant local keywords, for example, “new properties in southern Bristol.” When you put up an advertisement with a link to your website, there is a high possibility of turning the visitor into an actual lead.
What is the best time to digitally market? Be started?
In general, sooner is better. One benefit to digital properties marketing is the fact that you can attract potential buyers earlier and ensure that they are visible by nurturing leads (once they have provided their contact information) or Remarketing (continuing to display their ads to promote your property even if they haven’t yet given their contact details).
If your project is more extensive and has distinct launch and build phases, you can schedule your property marketing with the availability of units. Contrary to traditional digital marketing avenues, they can be used with concise lead time, which means that delays to construction or schedule changes can be easily handled. This will ensure maximum return on the marketing dollars you spend by directing through the company at a beneficial time.
