Creating a closer connection between your property scheme and your target audience is something every developer hopes to achieve. A great way to accomplish this is through experiential marketing.
Experiential marketing is the concept of stirring a true, emotional feeling within your consumer or audience through interactive and engaging stunts.
As property developers, particularly for residential schemes, it’s imperative that you tap into your audience’s emotional side, as this is the side that tends to make the final decision.
Here are two excellent ways to use experiential marketing in the property sector to win over your audience and fill your scheme to capacity.
Okay, so you don’t have a space to show anyone yet. The contractors are still on-site and taking anyone on a tour would be a health and safety nightmare. Or would it?
Virtual reality (VR) is really on the rise - the market size of virtual reality hardware and software is projected to increase to more than 19 billion U.S. dollars by 2020 – and it’s not showing any sign of slowing down.
Using VR, you can commission software engineers to design a VR headset that takes potential customers on a guided tour of your new office space or residential apartments, long before they’re built.
This streamlines the customer journey, as they can make a decision way ahead of time to rent your space, giving them time to make the necessary lifestyle adjustments. Not only does this showcase your customer-centric approach, but it puts you a step ahead of your competition and will ensure a much quicker sales process.
Bring your space to them
The difficult thing about selling or renting your residential apartments is that most guided tours can only happen within working hours – people just don’t have time for flat viewings anymore.
So, why don’t you bring your apartment to them?
Set up a make-shift living room on your local high street during lunch, designed exactly as your build will be designed – from the sofa to the rug – and brand your space up sufficiently (you want people to know it’s your scheme!).
Send out some emailers to your leads prior to this stunt so they know where to find you and get ready to welcome some new potential customers who simply like what they see.
This is the perfect example of using experiential marketing in the property sector – it’s fun, it gets people involved and generates a lot of interest!
A positive knock-on effect will be the media and online coverage gained – every regional publication will want to cover this cosy outdoor living room. Your brand’s awareness is about to skyrocket.
Time to get involved!
That’s just it, isn’t it? These stunts get your target audience involved and ensuring your schemes are known above your competitor’s.
If you need help with your own property-related experiential marketing efforts or would like to discuss other PR and marketing activities, get in touch with us at Roland Dransfield and we’ll be able to help you out.