Mixed-use schemes are growing in popularity, particularly across the North West. From Altair in Altrincham to Rochdale Riverside in Rochdale, you only have to take a look at property news to see the huge explosion of mixed-use schemes across our region.
A tricky aspect of these schemes is finding out how to market them. Who do you target with your news, and when?
In this blog, we’ll be giving you some top tips on marketing a mixed-use scheme. Let’s take a look.
Create a mixed-use master list for journalists
If you’re behind the marketing of a mixed-use property scheme, it’s important to have a list of journalists that you can sell your story to.
Your scheme is going to have a lot of different angles for many different journalists. The residential aspect of your development will be perfect for lifestyle sections of local publications, whilst commercial angles will hook property publications like Place North West.
Really consider each piece of news before you send it out to journalists to make sure it’s of interest to their publication.
Create a master list of journalists, segment them between commercial, residential or leisure and use each group depending on the story.
Tailor your social following for commercial, residential or leisure
Dependant on what uses your scheme has, you’ll need to target your social following accordingly.
Using platforms like Audiense and ManageFlitter, you can create a bespoke follower-base by copying your competitors’ followers. The people who follow these accounts will have similar interests and needs to your target audience.
As an example, if you wanted to find a large amount of people on Twitter who might be in need of a new apartment, you could use Audiense to copy Rightmove’s audience. This is all completely above board – it’s just a quicker way for you to mass-follow accounts who will be of interest to you and vice versa.
To find out more about online follower strategies, read our recent blog about the golden rules for getting more followers on social media.
Put focus on the phase
This is one of the most important aspects of marketing a mixed-use scheme. If phase one is commercial, you wouldn’t be targeting lifestyle and leisure journalists, would you?
It’s important to keep this in mind throughout all of your marketing, particularly on social media. If you want to get the commercial aspect - phase one of your scheme – the best chance of succeeding, then give it the majority of your attention. Sell in stories to journalists, shout about it on social media and give budget to social media advertising.
Once the commercial scheme is quietening down and the next phase is starting to ramp up, do the same for it.
There will of course be times when both sides of your scheme are quiet, which is when you can offer an equal amount of marketing time to them, but be aware of which part of your mixed-use scheme is most important, and when.
And that’s it!
Marketing a mixed-use scheme is slightly different than dealing with a one-pronged scheme – it’s important to make sure you’re getting the news out effectively and giving your scheme the best possible chance for success!
If you want to explore this a little bit further, get in touch with us at Roland Dransfield to find out how we can help you. Don’t forget to follow us on Twitter and Instagram to stay up-to-date on all things property, PR and marketing.