Frivolous spending or the key to accelerated sales?
Frivolous spending or the key to accelerated sales?
When it comes to digitising property marketing in particular there is a mixed appetite from developers across the industry. On one end of the scale, we see developers launching sites with little more than a 2D sitemap and housetype CGIs. On the other developers are keen to digitise every aspect, offering some of the most engaging and informative sales experiences you’ve seen to date.
With two mixed approaches, what strategy is best?
Traditional vs Digital Property Marketing
Let’s first take a look at the different approaches from a developer’s perspective. Whether you’re digital-first or traditional the focus is the same. Secure reservations and get plots sold.
The key difference between the methods is when this can occur successfully.
For developers yet to digitise their property marketing this typically starts when the physical showhome and sales centre have been built and fit out.
For housebuilders who have a digital toolkit securing sales can begin successfully off-plan.
How do digital marketing and sales tools secure off-plan sales?
It comes down to buyer confidence.
One of the more notable differences between a traditional approach with top-level online resources and digital is the level of information and clarity home buyers are provided with from the off.
On one end of the scale, we see standardised landing pages with a little information, 2D sitemaps, static CGI’s and floorplans.
On the interactive side of the fence, we see an array of digital property marketing and sales tools such as 3D active site plans, 360 virtual tours and flythrough animations just to get started.
This enhanced level of visualisation and information not only fosters confidence and enhances customer engagement, but is proven to secure off-plan sales.
Digial Property Marketing Isn't more expensive
The perception of digital property marketing is often one of a costly nature. However, what if I were to tell you that typical digital packages cost 82% less than all the marketing materials and activities that developers typically budget for?
While some costs attributed to launching a site will never be expunged, digital marketing tools provide you with the ability to refine your spending and gain a greater return on investment.
Sustainability & return on investment
When we look at sustainability and return on investment, there simply isn’t a comparison, digital content is leagues ahead.
For digital-first developers, they can pack up their virtual showhomes, flythroughs and room configurators and use them on any site where those show homes are present and repeat the process time and time again.
Not only does this approach provide an unparalleled ROI, but it also provides developers with more freedom and flexibility.
Only want to build one show home?
No problem – you can tour the rest online and within the sales centre.
Need more marketing material for a specific housetype?
Digitals got it covered – a wide variety of content can be extracted showcasing the house in its best light.
Want to target different audiences?
Multiple virtual staging options are available.
The power of digitising your property marketing
Digitising your property marketing isn’t about pretty visuals, it’s about powerful sales tools and buyer confidence.
As we touched upon briefly before, buyer confidence and their experience with you from the moment go is key.
Here’s what pioneers of digital property marketing have to say
We wanted a platform that empowers out customers and put them in control. Our investment into digital marketing and sales tech allows home buyers to start their purchasing journey earlier, all from the comfort of their own home.
Hannah Ryle – Marketing Manager – Castle Green Homes
Virtual tours have been a highly valuable tool for William Davis Homes and out marketing strategy. We are one of the few developers in the sector leading the way by adopting their user-friendly technology and looking into ways to further enhance it’s capabilities.
Samantha Starling – Marketing Manager – William Davis Homes
So, which approach is best traditional or digital property marketing?
A blended approach is the best approach
The target audience and the nature of your development should always underpin your strategy for marketing and selling your development.
By blending both digital and traditional marketing strategies, you can better customise your approach to each site, ensuring it resonates with and meets the expectations of your home buyers. This blend allows for a more targeted marketing effort, maximising the chances of securing reservations.
Is digital property marketing just frivolous spending?
Digitising your property marketing and sales tools should feel like an investment, after all purchasing a property is one of the biggest financial commitments and decisions home buyers make, so you want to ensure your tool kit can deliver the results you require.
Since digitising their property marketing clients using tools within our property marketing essentials package have reported an increase of 41.7% in options and extras, equating to reaching £1m in revenue for home buyers options and extras.
When you digitise your property marketing you unlock the following:
