Words : Elisa Kuswari
A good property branding requires you to understand what your customers want in a deeper sense and communicate the right message to the right audience.
In all types of businesses, great branding is utterly important. People are exposed to so many brands on a daily basis; in the case of the real estate industry, it requires essential skills in more than just selling buildings or housings, it’s about convincing people to purchase a property where they feel belong. Why should people invest in what you offer? Whether it is the signage or brochure, a good property branding requires you to understand what your customers want in a deeper sense and communicate the right message to the right audience therefore it plays a major role in the approach. Without further ado, let’s get down to business.
With a highly competitive market, it is vital to define your real estate brand. What kind of property does my company offer? What message do I want to deliver to the target audience? How do I differentiate my company from the competition? Those are the questions that you might need to ask and brainstorm with your team. For example, if you’re selling luxurious apartment units for young professionals, you should at least be able to convey these following terms: residential luxe, modern living or elegant decor through all of your communication channels. In order to stand out, it is important to establish your company’s mission statement that includes your brand philosophies, brand positioning and competitive advantages. It’s about how you want your target customers to identify your company image and why they should choose you over others. After the DNA of your brand is clearly defined, then it will be easier for you to communicate your company to the audience.
Once you’ve figured out your company’s key branding concepts, the next thing to focus on is whether or not you’re capable of understanding your potential customers. Who am I selling to? It begins with a simple step; you can start by determining their age, geographical location, gender, profession, income, etc. Through the audience demographic research, you’ll be able to specify the right customers and develop an appealing pitch for them.
Now that you’ve defined who your target audience is, it’s time to create the content that they wish to see. A good content is more than just beautifully edited images or great copy; it’s about engaging them through content that delivers an emotional connection. Whatever content you’re crafting, remember that it has to be relatable to them; it has to include messages that speak for their values and trigger their calls to action. Always utilize as many platforms as possible: social media, collaterals, email blasts and so on. At the end of the day, you would be able to know which channel works best for your target market.
Brand Consistency is key; therefore it is crucial to develop a detailed content planning across all communication channels. In this modern era, people wouldn’t just buy properties if it were only communicated through hard-selling listing ads. Explore more on successful precedent deals, earned media coverage or customer testimonials in order to allow people to have various sources of insights about your company.
After winning your clients’ hearts and establishing the deals, what’s there left to do now? Since they are investing in a long-term purchase, your next homework is to know how to earn and maintain their trust. There’s a chance they might not prolong the contract with you because there are other property companies that are offering more benefits for them. In order to diminish the probability, you’ve got to be transparent; allow them to see your professionalism as a company and gain their confidence in continuing their partnership with you.
A successful property branding doesn’t happen overnight, it is achieved through constant practice and analysis. A good branding is reflected in all aspects of your company.