Top tips for new build homes property marketing
The way we house people in the United Kingdom has changed over the last 50 years. To keep up with the demand for high quality, affordable housing, we now build ‘developments’ more than single family homes. These can be anything from just a handful of houses to large-scale new build estates of upwards of 150 homes – almost like a new village, and with it, shops, services and schools to provide for the new population. We’d also like to share our six top tips for new build homes property marketing.
But how do we tell people about these developments? Competition is fierce – so how can developers set their new homes apart from the rest, particularly when they are not one of the big names and as such, don’t have millions of pounds of marketing budget behind them? New build homes property marketing is the difference and is surprisingly not as expensive as one might expect. Using an experienced, design-led agency can help to sell houses before the first brick has even been laid in the foundations – while saving money in the long run over traditional marketing. While an in-house marketing team must be retained year-round, the agency can come on board to provide marketing services as and when needed, and many services can be ‘pick and mix’ – for example, if there’s a digital-first focus, then a website and social media campaign might be the only services needed, but there’s also the option to go all out with hoardings, branding and all the printed products you can possibly imagine.
Fourwalls has been providing property marketing services to estate agents since 1989, and over the last three decades we have completed many successful marketing projects for new developments of all sizes. We’ve recently launched a New Homes marketing page to show some of our recent projects and to talk through in more detail about what we can achieve.
In This Post
1. Build a brand
Competition is fierce – not just from big, household name developers but also from smaller, boutique names too. Make your development stand out with eye-catching branding that draws in potential buyers. Create a logo, use a striking typeface and brand colours, and apply it to all your marketing materials so it becomes familiar – you can use it on everything from hoardings outside the development to the website. It will also make everything look much more cohesive and professional.
2. Show what’s possible
It’s hard to feel inspired when the development hasn’t yet broken ground, or if only the foundations are in place. Show potential buyers what their dream home could look like by using new build homes property marketing computer generated imagery to get off-plan sales in place. High quality, photorealistic images can show off the same space with different décor, lighting and textures to suit all tastes, making it easier for a wide variety of buyers to imagine themselves in the home. As building progresses, photomontage can be used to blend images of the finished product in with the landscape. What’s more, using digitally staged photos once the houses are built is much more cost- and time-efficient than staging a room traditionally with furniture that needs to be hired, kept clean and then returned.
3. Give an overview
With new developments, it can be hard to imagine how they will sit within the existing landscape – will they blend in, or stick out like a sore thumb? Digital products can help to show this while the development is still in progress. We can create a virtual tour, like Google Street View, to give potential buyers the chance to ‘walk’ around the development and see how the finished street scene will appear. These can be embedded into websites or used in-person in sales and marketing suites. We can also provide a bird’s-eye view with drone, offering a ‘flyover’ of the site.
4. Make it tangible
Sometimes digital isn’t enough, and buyers want something concrete to come back to time and again. Physical brochures are very much still relevant in a digital-first world, and it pays to ensure that all your bases are covered by offering buyers a physical element for them to take away and refer back to with ease. This could include all of your CGIs and maps, floor plans, décor options and information about the surrounding area – either as a flip brochure or as sales sheets. Clever graphic design touches can help bring this to life and if you’ve followed step one, your unique branding will help it stand out. We can also help with the sustainability of your new build homes property marketing by offering fully recyclable print options.
5. Don’t forget the detail
It’s not just buyers you need to get on board, but also everyone involved in the building process and the planning department too. For this we recommend highly accurate surveys and plans – we have a 100% success rate for conveyancing plans for Land Registry applications and can also provide as-built surveys which are particularly useful for conversion properties. We also offer highly accurate topographical surveys to show natural and man-made features, ground levels, buildings, roads, drainage works and vegetation, essential for an accurate site plan.
6. Go the extra mile
It doesn’t take much to elevate your new development property marketing to the next level, and the devil is in the detail. Provide as much detail as possible on your website and in your printed materials, and if writing isn’t your strong point then get content written by a professional – and make sure it’s proof read thoroughly before it goes to print. Consider adding additional imagery such as drone and video and keep people updated with photos of the development as it progresses – this is all great content to show off on social media (and on that note, make sure your social media strategy is top notch too!). Reels on Instagram are a great way to get your development seen by a wider audience – we’ve got a guide for that here too.
For more information on new development property marketing, take a look at our New Homes marketing page here and request a copy of our digital brochure for more information.
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