Branding is Influential in Property Development
By creating a likable brand, you will build trust, establish authority, and build loyalty with your customers. In addition, correct brand positioning will help you reap marketing benefits and achieve better prices and repeat business for your services. If your marketing materials, print media, or photography don’t match your brand identity, you’re creating dissonance in the minds of consumers regardless of how beautiful they look.
A well-thought-out branding is emotive and memorable. It sticks with consumers long after they’ve moved on. Moreover, proper branding helps you make an impression on your buyer and create positive perceptions about your development property and company in general.
You’re simply establishing a sense of promise that the prevailing empty dust bowl will someday turn into a vibrant community where they will create lasting memories, and branding can help cement that. Strategic branding also creates a name, personality, and identity around the development, establishing an emotional connection between your company and the buyer. It’s a powerful means to secure identifiable market positioning, which triggers interest, demand, and intrigue for your property.
How to Establish Your Development Identity
Although branding is a complex business strategy, you need to have the flexibility to make adjustments. You should be able to experiment with new ideas to appeal to your target audience while remaining compliant with your company’s branding guidelines as well as national and state regulations. To succeed in your development, you need to use a combination of tried-and-true techniques to brand your business. They include:
The aesthetic of the brand speaks to what sets this development apart. Is it beach-front? Does it have breath-taking mountain views? Is it centrally located to the very desirable downtown? Your brand aesthetic should be working to tell that story through elements like the logo, colors, the social media graphics, print marketing materials, signage, etc.
For more about what elements make up a brand, read our “Elements of Brand Identities” article.
The traditional “For Sale” lawn signs are still very effective even in this digital era. Placing a “For Sale” sign branded with your real estate logo is an excellent way to tell prospective buyers that you are open for business. Consider what your signage is saying about your brand. Beyond the traditional “For Sale” signs, you could consider the monument sign outside of the development and the street signage within. Ask yourself if these items are continuing to progress the brand and add value. Having signage that is consistent with your brand will help make your clients feel truly immersed in the brand and want to buy-in.
Leverage Social Media
Social media marketing should be at the forefront of any branding strategy. Whether it’s Facebook, Twitter, Instagram, or TikTok, you need to let your customers know you’re good at developing and selling properties. Try to use the same handle across social media channels to establish consistency. Also, make sure that your company name is searchable so customers can find you easily.
With social media, you can reach out to a large pool of potential customers with minimal investment. You can run free organic campaigns by simply customizing your posts with relevant keywords and hashtags. Depending on your budget, you may run paid social campaigns with Instagram or Facebook to help you reach more people.
Establishing a brand personality can make clients identify with you on a personal level. On Instagram and other social media channels, you can go live for your open houses, for example. And since relationships drive the real estate business, people will be more likely to buy your property if they connect with you on a personal level.
Customize Your Website
A business website is critical for real estate businesses. Going by the popularity of sites like Zillow, Realtor.com, and Trulia, buyers are undoubtedly beginning their property searches online. And you don’t have to spend a fortune on a robust website – a simple landing page can give your company the gravitas needed for customers to know they’re dealing with a professional developer.
Again, this is a crucial step to building trust with clients. Buying in to a new development is an investment and consumers expect their homes to be build to higher standards than homes that are not newly constructed. Consumers are also looking for flexibility in floor plans and all the upgrades. Your clients will research your business in depth because they want to be assured of the quality they are getting.
Direct email marketing still has its place in the world of real estate. Your potential clients are spread out over several generations with different preferences for receiving ad communications. Besides, starting the process of buying a home is not often an instantaneous decision.
So, it helps to distribute your marketing collateral with staying power through direct mail. For example, you could send promotional emails touting a hot deal to give potential buyers the nudge to buy a home. The advantage is that they may hold onto your mailing list with your contact information until the right time.
If you want to steer your business to a growth trajectory, you must set yourself apart from the competitors. Strategic branding for your developments will help you establish yourself as an expert in the industry and connect more intimately with buyers. At Affinity Studio, we specialize in branding for real estate. By partnering with us, we’re creating assets and basically a vision for you to market your development. Contact Affinity Studios today to schedule a free consultation.