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Property Marketing Materials

 

Nothing is happening if Sale is not happening. Businesses struggle to survive in one way or the other, especially during the dark period of war or unrest. There are socio economic adversities, political turmoil, government policies and above all a nasty competitive market, brands face. So it is more than important to prove oneself the fittest for survival.

Real Estate is no exception. Property marketing is a tough job and we see great property marketing campaigns every day. There are brands that set the bar and own their market segments. How do they do that? We being a creative branding agency, have the answer for the property brands in India.

There are many considerations when planning how to market a property effectively. But we follow the basic and proven methods. We offer superior value to our clients by developing the most effective marketing materials. These are the touch points that turn a prospective buyer on.

  • Strong brand positioning:

To stand-out from the other hundreds of competitors targeting the buyers’ attention, the core value of the brand is reflected in the visual identity, brochure, outdoor, copywriting, imagery and merchandise effectively.

  • Carrying the brand through all the materials:

Each media/medium is treated individually, and with much care.

  • A unique brochure with concise and sufficient information:

Luxury, quality, friendly, affordable, modern, city, country, architecturally designed etc.… could be conveyed in different ways by a good brochure. How you treat your brochure directly affects your sales.

  • A development website:

Today, the secret to building powerful sales and marketing campaigns is combining traditional and digital techniques. Social media search, mobile and content can now capture and convert lookers to buyers. Obviously a friendly website plays an important role. 

  • Photo realistic CGI:

CGIs help create multiple versions of the property even before the construction is complete, so you can start marketing your property nice and early. Buyers today pay special importance on design and style of the apartment, and CGI presents it in all possible creative way.

  • Highlighting the best features:

It’s key to grab attention by showcasing the best features in an easy to consume and eye-catching way, both in traditional and digital media.

  • Floor plans and location maps:

It is stupid not to consider every item as an opportunity to sell the dream. Well presented 2D floor plans, location maps and site plans matter a lot in this regard. 

  • Developing significant content:

Content developed specifically to meet buyers information needs, help attract the traffic to the website. And well planned content turns visitors to leads.

  • Strategic use of marketing channels:

Property marketing is not just about having good media and visual representations. It’s about connecting with the audience on the channels they are on.

We work closely with every client to understand the unique selling points, brand and goals of their property campaign. Once the requirements are well defined and understood, we work to create distinct brochure designs, effective website, powerful social media activities, CGI, animations etc. that fit perfectly with each element of effective property marketing.

Adly Creative | Bangalore, India

What a Startup Needs

 

Startups usually do not have an extensive performance track record, their brand credibility and brand capital are typically a combination of their promoters’ personality, product ideas, and founding vision. This constitutes their credibility, trustworthiness and reputation.

A strong brand supports startups and their founders through the difficult times. Mainly during the initial formative years when the brand personality is yet to be established and in a flux. To build a brand, the marketer has to understand the attitudes, ideas, and performances of the brand (for startups read founders) and position it clearly and distinctly in the market. And for startups these formative attributes are closely linked to founders and their vision. Hence instead of defining the brands through the outer shell and promoting it through social media marketing, the founders need to introspect and understand their core philosophy to build the strategic foundation of their brand.

Anyone familiar with startup ecosystem, particularly the early stage ones, knows that they thrive on the stories and anecdotes of their founders, their heroics, sacrifices and game changing ideas and not on stories of already tried and tested success formulas or ‘copycat’ social media marketing approaches. When the founders meet the angel investors and early stage VCs, they don’t have the backing of proven sales figures or efficiency gains, but rely heavily on their conviction, belief and hope on their talents, skillset, ideas and overall team effort. There are multiple examples where the founders’ persona, ideas and vision not only support the brand image formation but also fuel the exorbitant(?) valuations during the early phase.

Once the brand persona is identified as described above, the next step is building the brand around that ‘persona’ in a clearly defined manner. Here the challenge is translating the ‘abstract persona’ into clearly defined attributes. Startups  are not required to resort to social media marketing blitzkrieg for effective brand building but need right attitude and supporting performances. 

A real brand is built when the founders represent a clear attitude and are passionately committed to a common vision they want to turn into a reality – as most of the successful Startup founders did in India and abroad. And it’s not done overnight; it takes time to build a brand, supported by consistent performances over time. This can’t be replaced by social media bombardment but can only be complimented by showcasing the accomplishment of performance milestones in a consistent manner.

Hence “brand building” ideally means delivering superior performances, identifying the value proposition behind them, and clearly  communicating them through consistent messages to the target audiences. In today’s world artificial intelligence and consumer analytics play a major role in defining the strategy road map to achieve that objective in a structured manner.

 

Arindam Ghosh | An IIM Calcutta alumnus. Worked at the CXO level with Indian and Global  organizations. Closely mentored multiple startups including sirosa.co.in