Creating a marketing plan for residential development to the key to driving potential customers to your site. So, where do you start? At AMBITIOUS, we talk a lot about the PESO framework – our founder Lis Anderson has recently written a series of blogs on the planning tool. See how it can help you with marketing your properties.
PESO and property development
As a strategic framework, PESO outlines the integration of different media channels and tactics which can play a part in your PR or marketing campaign – Paid, Earned, Shared, and Owned.
What sits at the heart of this planning approach is quality content that will engage your audience. This content – which could be an article, an interview, video, infographic, images, audio – is then broadcast in a variety of ways through the different media channels at your disposal.
A marketing plan for residential development or commercial one is absolutely essential to ensure that your activities are hitting the right audiences in the right way.
So, a regular stream of engaging content is a great way to keep your applicants and prospects engaged.
Where to begin with the marketing plan for residential development?
What should you cover and how will it look?
In the first of a series of articles, we offer up some ideas on where to start.
First off – content ideas for a property PR campaign.
Here are five suggestions to get you started:
What’s in a name?
Tell the story of your scheme’s brand. Does it have a historic link to the region? Describes the view or outlook? Does it speak to relocators or local people?
Use images of your site, your people, your property, CGIs or timelapse to engage your audience. Give each gallery a theme or caption. Offer to media as a ‘first glimpse’ or use to support a paid online campaign.
Let your buyers be your advocates. Use interviews, Vox pops, and testimonials to do the talking for you.
We all love a list, a top-five, a league table,– winners and losers. This short-form content (much like this blog) is popular with the press and easy to tailor for social. Think about what data you have and how you can use it to paint a picture – What’s the top choice for colour schemes? Carpets or vinyl? Most and least popular locations? Open plan or individual offices? The list goes on…
Spotlight on the trades
There will have been a wealth of experts involved in the planning, design, construction of your scheme. Give them a platform to talk about their challenges and successes in their part of the project. This will give depth to your story and you can encourage them to share the content through their own business channels, increasing the reach.