THE BEST MARKETING MIX FOR PROPERTY DEVELOPERS

Real estate is a big ticket purchase for most customers, and justifiably, property developers and architects use a variety of marketing practices to promote their projects and create awareness. Buying a house or investing in real estate is something a customer needs to research and analyse to get the best value for their investment as it involves large sums of money and is a long-term commitment. This is where the perfect marketing mix helps real estate and property developers sell their vision and stand out among the many competitors in the industry.

Read on to find the best marketing mix for your architecture firm to attain success and maximise your reach with your target audience:

1. Scale Model Building: Architectural model building is one of the most effective tools in the arsenal of property developers and architecture firms as customers want to see the architect’s vision before investing in the project. A scale model helps potential customers see what the finished project will look like along with features such as the landscape, amenities and access routes. Most customers will be unable to understand the design perspective and visualise the project from detailed blueprints, drawings, or sketches. Ultra-high-quality 3D scale models bring the architect’s ideas to life and serve as an effective tool to bridge the communication gap with clients, inspectors, and stakeholders.

2. Appealing Online Presence: The first thing any potential client will do is go online and look for your company’s website. Having a great website with valuable information acts as a marketing tool to get your site ranked higher on search engines thereby making it easier for potential customers to find you. Your website is the ideal place to show off the remarkable work you have done and provide all the information a client would need. Including plenty of visual aids and making use of good SEO (Search Engine Optimisation) will boost your company’s visibility in your industry and location.

3. Social Media: Not being active on social media platforms is no longer an option for any business looking to create awareness and generate leads. Developing a credible and authentic social media presence that showcases your brand attracts a whole new generation of customers looking to buy homes, build businesses and invest in real estate to generate wealth. Ensure your brand is present on multiple platforms, post marketing content regularly, engage with influencers and connect with other businesses in the industry to grow your followers and make your presence known. Share industry updates, offer insights, promote projects, and showcase design ideas tailored to your target audience. Facebook, Instagram, LinkedIn, Pinterest, and TikTok are popular platforms that your firm can use to grow its social media presence.

4. Online and Offline Networking: Connecting with potential, current, and prior clients in a meaningful manner and ensuring they remember your firm is key to the survival of any business. Online networking involves creating a mailing list, posting a monthly newsletter, and connecting on social media. Offline networking involves attending trade fairs, networking events, award ceremonies, conducting seminars and other social interactions with people connected to your industry.

5. Cross Promotion: As an architecture firm, you will inevitably end up working with various contractors and specialists regularly. This presents a great opportunity to partner up and cross-promote each other’s businesses. Recommending their products and services to your clients and having them do the same for your firm significantly widens the net of potential clients you’re reaching.

6. Highlight Past, Current and Upcoming Projects: There is no better way to showcase your firm’s expertise in design and innovation. Promoting your residential, commercial and corporate projects keeps your architecture firm in the public eye and serves as an advertisement for future projects. Showcasing high-quality blueprints, technical drawings and preliminary sketches can also generate interest from potential clients.

7. Architectural Proposals: Sending an architectural proposal to prospective clients can convince the client to trust and hire your firm. This proactive form of marketing requires your firm to actively seek potential clients. Ensure you make a good first impression with the proposal you send as it will be the first time they hear of you.

8. Adopt New Technologies: Augmented Reality (AR) and Virtual Reality (VR) are buzzwords in the tech industry these days and it is a great way to impress potential clients. Creating 3D content that clients can interact with will help place your firm a cut above the rest.

9. Pro Bono Work: Nonprofit projects are a great way to help the community while building trust and relationships with clients. Pro bono work benefits society at large, while generating goodwill and free promotion for your firm.

10.  Lead Magnet: This strategy creates leads by collecting contact information in exchange for access to special content created by your firm. The content can be training videos, mini-seminars, or design ideas. The contact information collected can then be used to market your services.

11.  Seek Referrals: If you have done an excellent job on a project, politely asking the client to refer your firm to other potential clients is a great way to generate new leads. Since the referral is coming from a trusted source, new clients will be more inclined to give your firm a shot.

12.  Invest in Lead Generation Services: Hiring a professional Lead Generation Service provider is a no-brainer as it is a great way to drive prospective customers to your firm organically. They use various inbound marketing tactics to build visibility, awareness, and interest from prospective customers within a specific target audience.

Execute a few or all of the marketing strategies mentioned above to build your firm’s portfolio. But remember, the best way to acquire new clients is to keep your existing clients happy. Word of mouth remains the most powerful marketing tool, which can only be achieved by managing expectations and delivering on your commitments.