When new condo and rental buildings are developed, tons of effort and attention is given to creating a brand for the new residence and building an in-depth marketing strategy – and in order to achieve the goal of successfully selling or renting units at the desired price point, there are a variety of marketing KPIs that need to be established first. Let’s talk about 4 success factors for creating a strong brand and impactful marketing campaign.
- Fit in.
The overall goal of the brand is to give potential customers a first impression of what it would be like to live in your building. This includes not only the features of the building and all the amenities that come with it, but also the neighborhood, lifestyle, and way of life in the new development. Fundamental research is needed to gain insight about lifestyle trends, the vibe of the neighborhood, and of course your target audience. For example, if your new development is set in a very young and vibrant community like the East Village, you’ll want to make sure that the brand you’re creating is an extension of the lifestyle that people are seeking to embody in this area.
2. Stand out.
New York City is without any doubt one of the most competitive real estate markets in the world. The budgets spent on branding and marketing new developments are extremely high since their outcome can be as well when done effectively. As a result, potential customers are hit with a lot of different marketing when looking for an apartment. New developments compete – not only with the features and amenities they offer but also with their brand experience. Buildings that intend to claim a unique and modern living experience need to stand out with their brand in order to connect with potential customers.
3. Get creative.
In order to catch the attention of potential clients and connect with them on an emotional level, not only does the brand need to stand out, your marketing messages do too. We’ve passed the time where you only see a sign saying “now selling, contact the agent.” Nowadays, we have virtual stagings, video tours, mockups, email blasts, elaborate events, and so on.
Even with all the modern forms of communication that digitalization has to offer, you need to find creative and unique ways to use them. Let’s say you want to create a video tour of your recently finished model unit in your building. In order to rise above the wave of Instagram posts, get liked, and get shared, you need to do something special; use the beautiful kitchen to cook dinner, park the Mercedes in the garage, pop a bottle of champagne on the balcony, or use your child to host the tour. But most importantly: don’t forget your brand values and identity that will capture the right client.
4. Orchestrate your campaign.
In New York City’s fast-moving real estate market, timing is everything, so don’t come up with a marketing strategy when your development is almost finished. Start before breaking ground. Begin early by creating social accounts. Post content about the neighborhood if there’s nothing much to show about the building itself yet. Use Google and Facebook analytics to track potential customers and try to provide them with a customer journey that features multiple touchpoints.
When planning your campaign, orchestrate the different communication channels so that messages complement each other. Set up a point in your timeline where your campaign needs to provide the highest possible output. In most cases, this is the point where you want your potential customers to take action. Your campaign should be coordinated theatrically, with a denouement after a series of events where customers are inspired to take action (and visit your open house).
Want to learn more? We’re here to help – contact REIGN today!