You don’t just need access to cutting-edge technology to create impactful off the plan marketing campaigns, but it sure helps.
Cutting edge technology tends to be the single biggest difference between a lacklustre marketing campaign and one where sales literally write themselves.
Here are a list of practical insights that you can use to improve your off-the-plan marketing campaign.
1. Research your demographic
This is the foundation of any successful campaign. There are hundreds of metrics that you could collect and analyse, so many in fact that it’s easy to quickly fall prey to paralysis by analysis.
My advice? Concentrate only on the metrics which will affect how you present your campaign. They include things like understanding your demographic, their price points, their needs and preferred style preferences.
2. Create engaging 3D visuals
You might not have trouble visualising a finished concept from a set of plans, but some people, and we’re talking buyers here, do.
Of course one way to overcome this is to create a scale model of your finished building and rendered internal and external images.
That’s so yesterday’s technology.
For around the same price you can now have a highly interactive 3D marketing solution. Viewed on a computer screen, it enables potential buyers to walk through or fly around a virtual reality replica of your yet-to-be-constructed development, allowing them to be completely immersed in the experience.
They can view each apartment layout, walk out to the balcony and see the exact same view they would see in real life from that particular point. If they don’t like that view, they can fly up to the next balcony to check that view out, or even to the other side of the building.
During their tour they will see photo realistic imagery of the furniture and fit out, which they can choose to change so they can create a truly personalised space that they are completely happy with.
3. Understand the price points of your target market
This level of technology will automatically create a shopping list of optional extras, and the accumulative cost to the buyer so they can tailor their preferences in keeping with their budget. If you’ve done your research you can ensure you have options priced according to your buyers’ specific price points.
4. Understand your target market’s needs and style preferences
Realistic 3D rendering also enables to you to showcase the luxurious features in the entrance foyer, highlight beautiful landscaping or present your apartments in their best light by including the right pieces of furniture that you know will truly inspire your buyers while emphasising a feeling of luxury.
Easily create a fixed-length fly-through video of the apartment that starts as the sun rises, flooding each room with early morning light, then slowly progresses through the day through to dusk and twilight, until the final images of the video, perhaps pulling away from the external building, at nightfall.
5. Engage with your audience via a comprehensive digital marketing campaign
Your online marketing strategies should include Google and social media adword campaigns, landing pages, sales funnels, dedicated websites, EDM (electronic direct mail) campaigns, Pinterest and Instagram sites and Youtube.
There is no denying it’s a mammoth task to run an effective off-the-plan marketing campaign, but the right technology solutions can contribute significantly to its success.