If you are launching a residential property scheme to market, gone are the days when you could rely on your site hoardings and a few strategically placed adverts in the local newspaper to sell or let your homes.
To compete in today’s marketplace you need to implement a fully integrated PR and Digital Marketing campaign to cut through the noise, create a buzz, sell the dream and reach your target audience.
However, before we delve into some of the exciting tactics you can employ to get your message out, you need to get a few of the basics in place first.
Setting the strategy for your residential property PR scheme
- Campaign objectives need to be set. What is it that you hope to achieve from your PR and marketing efforts? You want activity to support the sales and lettings strategy, right? You want to raise the profile of the scheme. And, you want to create a ‘sense of place’
- By setting a number of clear objectives you know exactly what you are working towards and can evaluate the success of the campaign
- Identify who your target audience is, their demographic, likely income, interests and how they like to receive information. You can then tailor your communications and messages accordingly
- For example: a millennial who is starting out in their career and is looking for a cool city centre apartment, will have completely different requirements to older people looking to downsize or a couple with 2.4 children looking for a family home
- Set your key messages. This is exactly what you want to say about your development. What it is that sets it apart from the crowd
- These can include: key features, amenities, connectivity, size of the space, price, who the developer/architect is and how people can buy or let one of your homes
- You need to decide the tactics you wish to employ, which will of course be dependent on the budget you have allocated to marketing your scheme
- Traditional advertising, site hoardings, show homes, press releases and websites still have a big part to play in the marketing mix, but we also want to share some other ideas with you as well
Now for the fun bit.
Social media provides a great opportunity to engage with a targeted community of people and offers a valuable channel for marketing content to key audiences. Create a social media presence for your residential property scheme which would bolster PR activity and support the marketing of the scheme.
Check out our helpful guide on using social media for the property sector – it’s a beginner’s guide, so it’s easy to follow!
Social media advertising
With more than 2.8 billion global daily users, social media is an effective way of reaching your target audience and is now the source for most people when it comes to news and information.
Social media enables you to target your advertising campaign to demographic criteria, such as interest, salary, locations, marital status and geographical radius from site, to name but a few. It is also relatively cheap compared to more established online advertising.
Creating engaging ads, with obvious call to actions and engaging imagery can attract a large amount of your target demographic to your site that may not have visited otherwise.
Your scheme’s website is the shop front for your development. It’s where all online enquiries will be driven. Your website is also a platform for you to generate and share content created by you.
This isn’t a chance for you to repeat everything that makes your development unique and special, it’s a chance to create content that your target audience want to engage with. For instance, say you’re developing a scheme aimed at new family units – you want to aim your content at things that they need to consider before moving, such as a list of the best schools in the area.
Posting regular content that addresses your target audiences’ concerns and answers their questions is a great way to attract people to your site and it will also help your site (and development) rank for a wider range of key phrases on search engines by targeting a list that your target demographic are searching for. Check out our blog on how to use SEO and content effectively!
Once you have your target audience on your site, you should consider placing call to actions (like the SEO link above) in your blog to further relevant content that could be of use to them. By using a form as data capture to download an ebook or whitepaper you can score the warmth of the lead and market to them further.
And that’s it!
So, there you have it, a quick overview of some of the online tactics you can add to your traditional property PR and marketing tactics.
If you’re getting ready to create your residential property PR scheme or are in the midst of it and need some help generating more interest, get in touch and we’ll help you get your scheme recognised with a tailored PR scheme.