Amenities are an essential component of any successful master-planned community, however, simply having these desirable amenities within your master-planned community isn’t enough. To drive interest and grow sales, it’s crucial to know how to effectively market these assets.
Today’s buyers seek communities that provide ample opportunities for engaging in enjoyable activities and memorable experiences. Master-planned community amenities play a powerful part in providing just that. From green spaces to parks, hiking trails, athletic courts, pools, clubhouses and more, amenities deliver an easy way to draw in potential buyers and sell them on the master-planned community’s lifestyle appeal.
For buyers browsing new communities to call home, amenities offer lifestyle enhancement that could become the deciding factor between your community or another. Homebuyers want convenience and luxury – if your amenities can deliver that, buyers will only be more swayed toward purchasing a home in your master-planned community.
With the current state of the market, it’s incredibly important to help homebuyers see the full value of your community. Don’t miss opportunities to show off your amenities and deliver convincing appeals to potential buyers! Unsure of how to start showcasing your master-planned community amenities? Below, we’ll discuss how to share your amenities and where to feature them to successfully attract buyer attention.
Deliver Exceptional Messaging
The words you use to describe your amenities ultimately determine buyer interest and attitude toward your community. Enticing copy can help build excitement about your amenities and promote their luxurious quality and lifestyle enhancements for your homeowners. Rather than generalizing your amenities, be as specific and descriptive as possible. Always be sure to use alluring language, offer abundant details and share what sets your amenities apart from those of other master-planned communities. If your competition has similar amenities, exceptional messaging becomes even more important to differentiate your community.
Remember that creating compelling copy that sells your amenities isn’t just about what you’re offering – it’s also about what your offer means for the buyer. Beyond the details of the amenities themselves, it’s also important to deliver messages that incorporate the buyer into the narrative.
Focus on telling buyers how your amenities will transform their lifestyle. What benefits will they receive from using the community’s amenities? What desires or needs will your amenities satisfy? Whether it’s greater opportunities to explore nature, enjoy a social community, or stay active, it’s important to pinpoint why these amenities should appeal to buyers. Paint the picture and your amenities will become more than just community features, they’ll be the offer of an exciting new lifestyle.
Provide Abundant Photos and Renderings
Along with captivating copy, pictures and high-quality renderings of your amenities are incredibly valuable for capturing the full appeal of the community for potential buyers. High-quality photos ultimately tell your buyers so much more than words can. The easier it is for homebuyers to imagine themselves enjoying your amenities, the simpler it is to sell them on your master-planned community.
If you are early in the development of the community and your amenities are not yet completed, investing in high-quality renderings to showcase your future amenities and homeowners enjoying the lifestyle provided is key to capturing your future home buyer’s interest.
If your amenities are completed, photos should be updated regularly, taken from multiple angles and include lifestyle images of residents enjoying the amenities in order to bring the community to life. The quality of these photos can make or break your community’s appeal to buyers. If the amenities appear unkempt or the quality of the images is poor, buyers won’t be convinced of your community’s value. But exceptional photography showcasing upscale features and happy homeowners can attract greater interest and turn your community into a sought-after destination.
Create Virtual Tours and Videos
While static imagery is a must-have for effectively showcasing your amenities, it’s essential to also utilize innovative strategies to keep buyers engaged. A valuable way to offer homebuyers an in-depth look at your amenities is by delivering virtual community tours and videos. Seamless virtual tours and high-quality videos enable homebuyers to effectively experience the community features from wherever they are. Architectural visualization tools also help you deliver views of the community’s amenity layout.
Providing this firsthand view of the amenities enables buyers to visually experience your community and gain a memorable impression. Rather than visualizing a sparkling pool, virtual tours and videos allow buyers to see it for themselves. Amenity virtual tours offer buyers a great opportunity to imagine their lifestyle within your master-planned community. Whether they plan to stay active on the hiking trails, relax by the pool or hang out with neighborhood friends at the clubhouse, virtual tours give them a greater ability to realistically envision this new life. Offering this exclusive look inside your community will lead to greater buyer appreciation, as well as increased trust.
Social proof is a great way to build high expectations about your amenities for interested homebuyers. Leverage your satisfied homeowners by enabling those that use the amenities to leave glowing reviews. Rather than only hearing home builder descriptions of the community, prospective homebuyers will love seeing the firsthand experiences of homeowners who enjoy using the community amenities. This will comfort buyers in knowing that others can attest to the high-end quality of your facilities and significantly improve their confidence in choosing your master-planned community as their new home.
Now that you’ve taken great shots of your amenities, written appealing descriptions, earned positive reviews and created immersive virtual tours, where should you feature this content? Let’s take a look at several options for showcasing your master-planned community amenities and building homebuyer interest.
One of the first places developers and home builders should share details about their master-planned community amenities is on their website. Ideally, interested buyers seeking details should be able to access any notable information about your community somewhere within the home builder website. The easier it is for buyers to find this information, the more inclined they will be to convert.
Along with generating new leads, incorporating visual content about your amenities is a fantastic way to improve your website’s Search Engine Optimization (SEO). Utilizing video and virtual tours on the website can improve the site’s search ranking, increase click-through rates, lower bounce rates and build quality backlinks.
There are several ways you can feature your amenities for homebuyers interested in learning more such as:
Social media often serves as the first impression homebuyers gain of your master-planned community. This outlet should be utilized to showcase all of the community’s best features. Homebuyers browse home builder/master-planned community social media pages to discover what life looks like within the community. Appease their curiosity by continuously sharing photos of your amenities.
People love seeing posts with faces on social media, so builders can also use this opportunity to feature candid shots of homeowners enjoying the amenities. This content provides both a realistic view of the community lifestyle and social proof that highlights homeowner satisfaction.
To successfully reach even more homebuyers, home builders can extend information about their amenities beyond their own marketing channels. Public relations offer an excellent way for builders to achieve article placements in relevant news outlets that reach applicable homebuyers searching for new home communities.
Conducting strategic public relations efforts allows home builders to establish their master-planned community brand and generate stronger awareness. Sharing remarkable updates about the progress of the master-planned community brings more attention to the development and allows for greater brand reach.
Are you hosting a grand opening to showcase the finished amenities? Making any exciting amenity additions to enhance the community? If so, these are newsworthy stories that can be pitched with targeted press releases to earn coverage in notable publications and call attention to the community’s amenities.
Brochures offer home builders a memorable opportunity to share community highlights and showcase stunning glimpses of lifestyle perks buyers can anticipate. Meant to evoke positive emotions, community brochures should allow homebuyers to learn about the community’s character, charm and unique features that set it apart before they even arrive. Create the initial draw by featuring professional photography of the amenities accompanied by enticing messages that describe their quality and help buyers envision the lifestyle opportunity they present.
Brochures can include both printed brochures for prospective home buyers and realtors visiting in person, or digital brochures offered online in exchange for contact information for future follow-up. Both versions are very effective in building the brand of a community and showcasing the community’s brand promise.
Awareness-based emails sent to top-of-the-funnel buyers are a great place to feature your amenities. These emails are meant to establish your brand, build familiarity and form greater trust. Rather than focusing on sales, this email marketing introduces your master-planned community to buyers and share its unique differentiators and brand promise – that’s where your fantastic amenities come in!
This is one of your first calls for engagement to potential buyers, and a great way to capture their attention with outstanding visual content. Feature high-quality images, videos and other multimedia showcasing your high-end amenities to drive buyer interest and encourage them to learn more about life within your community. Placing this visual content at the forefront of your message creates greater appeal and distinguishes your community from competitors.
Are you effectively leveraging amenities to draw interest to your master-planned community? This strategy is crucial for capturing buyer attention and helping them envision the community’s lifestyle opportunity!
At Milesbrand, we specialize in producing powerful strategies that effectively introduce your amenities through captivating creative design and community branding. Start showcasing your master-planned community amenities by reaching out to our team to learn more!