We’ll answer your calls superbly when your team is
on another call out on a viewing on holiday or off sick with a customer just too busy
NEWhomes
between what you are trying to sell and the reality. Use home styling to ensure that your show home meets the criteria that potential buyers have. Young professionals want something very different from, say, a retirement home, so present the overall lifestyle that you are selling. This last principle should underpin all your branding and marketing. And, whilst a rebrand isn’t automatically the solution to a slow moving development, it is certainly an important to area to revisit once you have established that the fundamentals are right. As a design agency, we work with clients to develop a strong identity for their development. This doesn’t just mean the name and logo; it refers to the whole concept that a property development is built upon. Ultimately, you are aiming to sell the idea of a specific lifestyle to potential buyers whether that is high end luxury or cheap and convenient. The identity should run through everything you produce: marketing packs, brochures, sales flyers, signage, advertising and the website – as well as the development itself.
Ultimately you are aiming to
sell the idea of a specific lifestyle to buyers, whether luxury or cheap!
Focus your marketing If you have identified the right market and your previous sales and marketing has been focused on the correct market, you need to look at what you have done so far. Has your marketing been closely targeted? Have you created an accurate profile for prospective buyers and told them enough times about what they are missing out on? Does your development stand out from
others in the area and have you made this clear to your target audience?
revisit your brand Even if you feel you got it right the first time, it’s always worth taking a second look, or getting a second opinion. Identify what works in your branding and keep those elements, refreshing what isn’t. A complete rebrand is best avoided unless absolutely necessary: it is expensive and may confuse buyers and lose what is good about the brand. It may also fail to address the real reasons for lack of sales. The good news is that there are plenty
of things you can do to sell a development, but you do need to take a long, hard look at the project. The economic recovery is a long way off, so you need to be proactive now – waiting for the economy to pick up and for a queue of eager buyers to appear on the doorstep just won’t cut it.
Mark Gray is a director of Tassell Design (
www.tasselldesign.co.uk), a design and marketing agency for the property sector.
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www.propertydrum.com/articles/marketingnov11
Our service is simple. Your team in the branch answers telephone calls whenever they can. And when they’re particularly busy, or when staffing levels are low, your calls are routed seamlessly to your Moneypenny PA. Fully briefed by you she answers overflow calls just as if based in your branch, sending detailed messages back to your team or even putting urgent calls back through to mobiles or direct lines.
Call: 08000 199 944 Email:
info@moneypenny.co.uk 46 NOVEMBER 2011 PROPERTYdrum Visit:
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