Unlocking Successful Property Marketing

Every real estate project differs. Some ventures start from scratch, some involve specific releases with pre-existing development, while others involve the rebranding of an existing residential development. Project sizes vary too, with everything from large residential communities to high density urban dwellings needing customised marketing campaigns. So to be successful you need the experience to identify the best property marketing strategy to suit.

At Traffic , we have over a decade of property industry experience having gained expertise on a variety of property marketing projects. Outlined below is a 4 step process developed by our team of experts for creating the most effective real estate advertising to ensure you get the right results.

1. Discovery

The aim of the initial discovery stage is to conduct the necessary research to fully understand the location and development benefits, competitor offerings and needs of potential buyers. This helps to identify a unique, relevant and deliverable value proposition. It typically involves the following:

• Site audits
• Competitor analysis
• Market segmentation
• Brand workshops
• Qualitative research
• Customer journey/touchpoint analysis
• Research into market trends & international best practice

2. Strategy

The strategic stage involves the development of insight-led brand positioning and subsequent destination value propositions. To avoid sounding like everyone else, we identify our strongest features which are the most unique and important to our specific target markets, and build the core messaging upon this solid foundation. At this stage we provide recommendations across the following:

• Insights
• Targeting
• Brand positioning
• Destination value proposition
• Messaging
• Offers

3. Creation

Creative work in the residential property industry is notoriously ubiquitous. However our team of expert property art directors and designers endeavour to break category norms to creatively demonstrate a strong point of difference based on strategic insights. This results in compelling visuals, messaging and customer experiences. We develop creative work for the following:

• Branding
• Brochures
• Signage
• Display suites
• The digital landscapes
• Advertising

4. Activation

The activation stage takes place once the creative concepts have been approved. Creative is rolled out through a 12 month marketing plan devised to ensure maximum engagement across the identified touch points. A 12 month marketing calendar ensures we’re saying the right thing, in the right place, at the right time, to the right people. The activation stage also involves continuous measurement to ensure our plan is working. Activation involves the following:

• Planning
• Marketing Calendars
• Media Plans
• Launch
• Events
• Measurements