February 19, 2021
How to Market Your Master-Planned Development Before Construction Is Complete
They say actions speak louder than words, but when it comes to building a master-planned community, the words often have to come first. Physically constructing your top-notch community takes time, and your marketing efforts can't afford to wait. As you break ground on your projects, establishing strong branding will create an essential foundation for success.
Although it may seem overwhelming to build a marketing strategy before your master-planned development is complete, it will save you plenty of time down the line. This valuable head-start doesn't even have to be expensive! Digital content marketing costs 62% less than traditional marketing tactics while generating around three times as many leads.
As consumers tour home after home and become overwhelmed with pricing information and amenities, it's your outward-facing brand that will make you stand out. The sooner you start, the better!
Marketing Before Your Homes Are On The Market
We've all heard the value of establishing a simple brand that is easy for consumers to remember. Unfortunately, the length of your community's name and tagline does not correspond to the length of the branding process. Developing holistic brand aspects for your company is a task that can take years. As the creative endeavor progresses, you'll likely discover a need for additional pieces you had never even considered.
To create truly unforgettable branding, you need to focus on details like:
- Brand logo
- Brand colors
- Shared company language
- Implicit and implied brand promises
- Image standards
Milesbrand can assist you in the development and execution of your brand plan. Though our professionals help you to expedite the process, we also know that your one-of-a-kind community deserves cohesive branding, and that takes time.
Every dollar and moment of time that you invest into your brand is an investment into the consumer experience. It's no secret that buying a home is an extremely emotional, important decision. The sooner you can connect with buyers' hearts and pique their interest, the sooner you'll have them booking tours and imagining themselves calling your community home.
Bringing Master-Planned Marketing to Your Audiences
The most effective branding strategies have a specific target market in mind. Though it's fun to create something that everyone loves, it's better to focus on building a strong relationship with someone in your market. In the long-term, this small group of close connections will be much more lucrative than making everyone you can reach feel lukewarm about your business.
When it comes to marketing your master-planned development, there are two primary groups to win over: real estate agents and prospective buyers.
Real Estate Agents
Ties between community developers and real estate agencies are the epitome of a mutually beneficial relationship. Agents get to offer their clientele a wider variety of the latest designs. With more homes to work with, they're more likely to find the perfect match for each family they meet.
As a marketer for a community, the value of these agencies to you cannot be overstated. Each agent fosters a one-on-one relationship with their clients and can handle the personalized selling for you. If you can make real estate professionals excited about your build, you'll be rewarded with increased visits and sales.
In some cases, it's possible to cut out the middle man. Homebuyers who are looking to save a little money may choose to shop without an agent. These savvy shoppers will be sure to do their own research, so it is crucial that your community provides content for them to discover. Though these prospective customers may not be interested in your community pre-construction, your early marketing tactics will still help draw them in. The longer your brand has been present online, the easier it will be to discover and the more reliable it will appear.
Simple Strategies for Building Brand Recognition
Clearly, content creation and marketing are important. You know when to get started (now!), but how?
In the digital era, marketing has never been easier or less expensive. However, this simplicity also means that web users are inundated by ads, options, and flashy distractions. Here's how to make your houses feel more like home online.
Establish a Clear Vision
Your brand shouldn't just serve to name your community and its values — it should reinforce them. As you brainstorm names, logos, and taglines, don't lose sight of the promises you want to keep to your customers. Luxury homes should come with classy names, with the attention-to-detail you would expect from a higher price tag.
Flashy and unique titles can be fun, but above all else, your designs should never be a distraction from the community.
Bolster Your Online Presence
It's hard not to be wary of social media accounts that are very young. Can you trust the reputation of a page that was created just months ago, with sporadic posts? Your online presence has to start somewhere, but the sooner you can make it look trustworthy, the sooner you can make it work for you.
The great question, then, is: What to post? If you're beginning your marketing pre-construction, you don't have the luxury of professional, stunning shots of brand-new homes at your disposal. What you do have, however, is the technology to bring your blueprints to life. We recommend leveraging programs that can build 3D renderings. These images build anticipation and allow your followers to begin picturing themselves within your walls.
Amplify Your Virtual Voice
Once you've created top-quality content, it's time to ensure that shoppers can see it. Although consistently posting pieces will increase your chances of being discovered, promoting your work or optimizing it for search engines will provide additional help. The number of results that find their way to the first page of Google Search purely organically is dropping every year, so make sure to use other efforts, including:
- Paid search
- Email marketing
- Display marketing
Does that all seem like too much to take on? Milesbrand exists to help beautiful communities like yours connect with their future residents. We'll work with you one-on-one to build and execute a master-planned community marketing strategy that is perfectly suited to your needs and your vision.
Through our years of operation, we've earned a reputation as the gold standard. Now, it's time to build yours. Contact us today!