Where To Spend Your Property Marketing Budget in 2024
In the dynamic world of house building, where competition is fierce and trends evolve rapidly, allocating your marketing budget effectively is crucial. As we venture further into 2024, housebuilders are strategically investing their resources to stay ahead in the game.
So, where exactly have house builders been spending their money historically, and how can you maximise the impact of your marketing budget in 2024?
Let’s delve into the strategies that are shaping the industry landscape by reviewing where our clients have been spending their budgets.
Virtual Showhomes - Group Asset (35%)
In an era where digital experience reigns supreme, virtual showhomes have emerged as an invaluable tool for housebuilders. Offering potential buyers with an immersive walkthrough of properties before they’ve been built. Accessible online and within sales centres, virtual showhomes provide home buyers and developers with a tool to sell off-plan and help homebuyers visualise properties when show homes aren’t available on-site
Virtual Showhomes build confidence with your buyers and is in the driving seat for off-plan home sales.
Active Site Plans - Site Specific Asset (12%)
Active Siteplans provide a visual and interactive 3D representation of your completed development or phase. Active Siteplans not only help buyers visualise the completed development better than any 2D plan can, but it also allows homebuyers to access live information at their fingertips.
Our clients are utilising Active Siteplans across all channels and levels of purchase. From the website to the sales centre, Active Siteplans provide buyers with a cohesive and interactive experience at every stage.
Hero CGI - Group Asset (8%)
Hero CGI is frequently used from planning all the way through to marketing and sales, it helps homebuyers visualise properties and their future street view before they exist. Many of our clients utilise their street scene CGI on property portals, their websites and marketing banners.
Housetype Configurators - Group Asset (25%)
Securing reservations off-plan is made much easier when you can visualise all the options and upgrades available to you when you have the right tools.
Our award-winning House Type Configurator isn’t only in the driving seat for increasing the revenue of options and choices, but it is key to securing buyers’ confidence before reservation.
The Housetype Configurator enables home buyers to visualise and design all rooms within the housetype, including flooring, tiles, wardrobes and any available garden upgrades.
Since implementation, our clients have seen an increase in revenue by 41.7% and increased buyer confidence when looking to launch and sell off-plan.
Analytics - Group & Site Specific Asset (5%)
Understanding home buyer’s behaviour online and within the sales centre is imperative when looking to
Virtual Tours - Site Specific Asset (15%)
External walkthrough tours are an increasingly popular marketing asset for housebuilders. They provide developers with a versatile and visually accurate representation of a development, that allows buyers to explore externally and internally before they’ve been built.
Clients are utilising virtual tours on their websites and within their sales centres to provide a cohesive and interactive sales experience from the website into the sales centre.
Maximizing Your Marketing Budget
To optimise your marketing budget and get more bang for your buck, consider the following strategies:
- Focus on High-Impact Investments: Identify the channels and technologies that resonate most with your target audience and allocate your budget accordingly. Prioritize investments that deliver tangible results and align with your marketing objectives. Assets such as our 360 virtual tours of your house types are excellent high-impact investments as they can be reused on different sites time and time again.
- Embrace Innovation: Stay ahead of the curve by embracing emerging technologies such as 3D models. By incorporating innovative solutions, you can create immersive experiences that set you apart from the competition.
- Track and Analyze Performance: Monitor the performance of your marketing initiatives closely and adjust your strategy as needed. Leverage data analytics to gain insights into consumer behavior and preferences, allowing you to refine your approach and maximize ROI. All of our marketing assets offer built in analytics, making this an easy task.
- Invest in Content Marketing: Content is king in the digital age, and investing in high-quality, engaging content can yield significant returns. From blog posts and social media updates to video tours and interactive experiences, explore diverse content formats to attract and retain your audience’s attention. Assets such as our Street scene CGI and flythrough animations make excellent content for social media and your website.
In conclusion, the key to success in 2024 lies in the strategic allocation and optimisation of your marketing budget. By investing in immersive technologies, personalised experiences, and innovative marketing strategies, housebuilders can effectively engage their audience, drive sales, and stay ahead in a competitive market landscape.
