Real Estate Development Marketing

People think Real Estate Development Marketing is all about putting an advert in the paper, designing a brochure and following up the agents ... I don't think so folks!!

The Easy Part of Property Development is Spending Money" ... "Marketing Is What Gets It Back PLUS A Bit More For Profit."

Anyone can spend money. It takes a good manager to spend it at a predetermined rate in line with a planned 'cash flow.'  So this topic is very important. Marketing starts before you buy.

The location of the property impacts on marketing. Is it a desirable address? Is it in a prestigious location? What market sector of the buying public are you aiming for? Does the site have local prominence? Does the property have quality houses around it?

All of these questions impact on your real estate development marketing plan, the costing, and ultimate sales prices. So if marketing starts with the land selection, it logically then goes on to the design stage. Assuming you don't want to just copy something you've seen another developer has done, you need market knowledge.

You need market knowledge of the exact standard of product you are competing against in the market now. Remember you won't be producing yours for another 12 months or so and you'll want to improve on what is being produced today, so you have a market difference . An 'Edge.'

Marketing is no more than the presentation of your finished product to the buying public in the most favorable light, highlighting all the benefits your home has over the competition. 

Think about what kind of family would be ideal for the house. Consider what their occupation would be. How big is their family? How old are the children? What kind of lifestyle would they lead?

One kind of marketing style that is a failure as far as I am concerned is the one that is based on the "Numbers Comparison." I am sure you've seen the on site project boards.  Our house has 5 of these, and 6 of those ... when that guy's house only has 4 of these and 3 of those.

The potential buyer will eventually want to know these things, but "Right Now" they want to know "How They Feel" about living in the place, on your road, in this neighborhood.  The secret is to make your home feel like "my home", for the buyer.

Understand this: People SELL for Money ... People BUY with Emotion. If they don't feel good in your place, it does not matter if you give then 12 of these and 20 of those.

Always DEVELOPE and MARKET on the basis of appealing to the human senses of See - Feel - Touch - Smell & Sound.

Transfer all those into designs, because you are designing and building for 'Humans Beings' and they buy with emotions ... and if you do your work well, you'll make a profit.  The stronger they "feel" that they will really be at home here, the more they will want to buy. A strong desire to buy gives you more leverage in getting a higher price

So as a buyer, if a house looks good when I drive up to inspect it, I am favorable disposed to buy before I open the garden gate.  When my feet touch the pathway/ entrance foyer and see the lovely landscaping my desire to buy is enhanced.

As I enter the house and feel the ambience of the house envelop me I respond in a positive way to buy, if I feel emotionally comfortable in the space.

When I smell all the new house smells, it translates into 'fresh', 'clean', 'new', and who doesn't want to buy fresh new things.  When I close the door of the house I enjoy hearing the sound of silence, which is conducive to rest and recuperation after a hard days work.

Think about how you respond to each house you inspect as you go about gaining market knowledge. Do you see, it does not matter how many 'bibs & bobs' the place has ... if they don't feel emotionally comfortable in the place, they won't BUY!

So now you have some idea why marketing starts as soon as you open your 'baby blue eyes' every morning ... marketing is a direct reflection of who you are and how you express yourself in creating beautiful livable space FOR HUMAN BEINGS.

The 'by-product' happens to be 'money.' And if you do it very well, it happens to be 'Lots of Money.


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