Within the topic of property marketing, discussions often veer towards complexity, making it seem more intricate than it truly is. Recognising the fierce competition and ever-evolving market, we acknowledge the need to stand out amidst the noise. Undoubtedly, crafting a compelling brand and narrative for your property or development is crucial. However, we’d like to offer a simpler viewpoint, derived from our extensive experience working in the property sector.
Having undertaken branding and marketing campaigns for a diverse range of developments, from high-end luxury properties to affordable housing and rentals, we’ve observed a common thread. Typically, these projects commence with community engagement, where the proposed development is shared with the local community during a public consultation before construction begins. This phase outlines the need and benefits that the development will bring to the community, presenting a vision for various homes and amenities.
The crux of this discussion lies in the concept of ‘need.’ Once approval is granted, construction kicks off, and the developer’s branding and marketing efforts intensify. In many instances, there is an existing housing shortage locally, creating a genuine demand for more homes in the community. When a need is identified, marketing and selling properties become significantly more straightforward.
This is where the importance of a well-thought-out media planning strategy comes into play. While design and copy are integral components of any successful campaign, their strategic placement in the right media channels is the real driving force behind a campaign’s triumph.
Refer to our Radian Smart Case Study for a concrete illustration of the power of effective media planning. This recent brand refresh and lead generation campaign executed by Frost for Radian Smart exemplifies the pivotal role played by media placement in maximising the impact of a marketing initiative. Without diminishing our efforts, it is pertinent to note that, during this specific development phase, there existed a pronounced demand for affordable housing. Consequently, our approach leaned towards simplicity, avoiding unnecessary features in our creative approach. Instead, we directed our promotional efforts towards highlighting the prime location of the development, placing less focus on the intricate design details of each apartment. Prospective residents were left to form their own impressions during property viewings. The outcome? A surge in the booking of hundreds of viewings, with the majority of apartments leased off-plan within a matter of weeks.
Tailoring our approach to the specific nuances of the development was really important here. It’s crucial to emphasise that this strategy isn’t universally applicable; rather, it hinges on a comprehensive understanding of the local housing market and the target audience. In instances where promoting the apartments as luxury residences and centering the marketing message around the quality of the homes would have been a potential misstep, our approach ensures that we attracted the right customers for Smart. This level of strategic precision is integral to executing an effective and results-driven property marketing campaign.
Understanding the Landscape:
In an era saturated with information, standing out requires more than just visually appealing design and compelling messaging. It necessitates a strategic approach to media planning that factors in the target audience’s behaviour, preferences, and the channels they frequent.
Targeted Reach and Impact:
Effective media planning ensures that your message reaches the right audience at the right time and in the right context. It involves meticulous research and analysis to identify the most relevant channels for engagement, be it online platforms, traditional print media, or a combination of both.
Multi-Channel Integration:
Successful property marketing campaigns often span multiple channels. A holistic media plan integrates various platforms seamlessly, creating a consistent brand presence that resonates across diverse audiences. This synergy between design, copy, and media placement forms a comprehensive and compelling narrative that captures attention and fosters engagement.
Measuring Success:
The effectiveness of media planning is quantifiable, enabling marketers to track and measure the success of their campaigns. Analysing metrics such as reach, engagement, and conversion rates provides valuable insights into the performance of different channels, empowering marketers to refine their strategies continually. In property marketing, good design and persuasive copy lay the foundation, but effective media planning acts as the catalyst propelling a campaign to success. The Radian Smart case study by Frost underscores the transformative power of strategic media placement in achieving marketing objectives.
Embracing a holistic approach that integrates design, copy, and media planning becomes crucial for delivering results in the property market.