Real estate needs constant marketing. You can compare it to proper nutrition and exercise. No one expects a single apple and a visit to the gym to be enough to achieve the unexpected, and real estate marketing requires constant and purposeful effort, not a great result after an event. The following tips will tell you how to create a long-term marketing plan that will save your business’s life and help you stay in the best shape.
The four components of real estate promotion
Today, in the real estate market, all sellers use, to some extent, four essential components of product promotion:
1) inform the client about the offer,
2) form an opinion on the proposal;
3) presence of the customer;
4) building trust in the seller
However, the vast majority of cases are not observed in a comprehensive marketing approach based on the development of three components. But there are always advertising modules with facades, characteristics, and sales area of the property for sale and contact information of the seller.
This stereotypical and “informational approach” creates the effect of “blurring” the potential consumer’s view, so marketing does not give the impression that the seller thinks.
What does it mean to be an informant, but at the same time not to help choose a client?
To make a mistake, it is enough to transfer the principle of selling goods to the real estate market. What does a “counter” of a company that sells suburban homes look like?
1) Line up the icons of different and different houses with a size of 150×150 pixels
2) All icons are priced: from the most expensive home to the cheapest.
3) in some cases, individual houses are placed for ACTIONS – homes optimized for the cost of raw materials or materials, the area of which is calculated on the outer perimeter or excludes everything possible: decoration, interior furniture, delivery, etc.
4) If you want to get acquainted with one of the suggestions from the “counter,” you will know about the thickness of the walls, the area of the perimeter, a sheet of text about energy, and, of course, the “top view.”
5) All the houses have surprising names; each seller repeats: half-timbered houses, Finnish houses, chalets, swimming pool houses. These “half-timbered houses” are sold throughout the market, but at the same time, each of the manufacturers calls a place that is different from a similar competitor with the same name.
6) Also, better or worse than a chalet than a half-frame. As in the old joke:
7) Like meters, manufacturers differ in the opinion that they process wood, make flooring, see the wood themselves, dry it, or produce bricks. However, knowing the size of the manufacturer’s wallet and having some production capacity does not mean that it will be convenient for the home buyer on the site. Having the right doesn’t seem to determine the ability to walk!
8) Look at the offers on the market and pay attention: what is the relation of the photos of the facades of the built houses to their interiors’ images? If you find the faces to be photographed SELF, answer the question: do manufacturers sell services to construct facades, cut and planted, equipped with goods from furnaces and factories, or sell what the buyer wants – a comfortable living environment?
How to properly inform a potential customer?
In general, the seller and seller of the property should not be “informed” about themselves and their offer and try to build successful marketing of all three of the above.
Almost all manufacturers rely on customer knowledge. Real, no one makes this knowledge from the client:
1) Why do all manufacturers begin to differentiate their proposals according to the area’s size and price, but no one says: how does a house of 180 square meters differ from a home of 250 square meters? Why do I need 180 meters, or if 250 is more, how many meters do I need? How many meters does a country house need for a 40-year-old adult or a five-year-old child?
2) One-time fixed costs for constructing houses are visible in the price list, but what are the fixed operating costs of 180 homes and 250 square meters? Is there a difference in the longevity of houses of different sizes?
3) A house made of glued beams is profitable because unlike a wooden house, which can be installed for a year, it can be established immediately after installation – it is clear to the manufacturer but written in plain language on the first pages of the site, in booklets, during the first “lesson”?
