A guide to property marketing
In today’s dynamic property market, standing out from the crowd is more crucial than ever. Whether you’re a commercial real estate firm, or a housebuilder, your marketing strategy can make or break your success. This guide delves into some of the essential elements of PR, communications, and marketing that you should be leveraging to boost brand awareness and generate quality inbound leads.
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What is your brand story?
Your brand story is a key first step to your marketing strategy. Perhaps you don’t have one or it’s outdated, and if you’re not sure, you likely need to take a look at this. This is about what you do, why you do it, and how you’re different from your competitors.
Develop a unique value proposition (UVP): What makes services stand out? Is it your innovative design, sustainable practices, or exceptional customer service?
Create brand guidelines: Ensure consistency across all touchpoints with a comprehensive style guide covering logo usage, colour palette, typography, and tone of voice.
Humanise your brand: Share stories of your team, your company’s history, and the positive impact you’ve made on communities. People like to connect with brands on a deeper level.
2. Are you making the most out of your online presence?
Your online presence is often the first point of contact with potential clients, a shop window into your company. Some things to consider when ensuring your online presence…
Website optimisation: Ensure your website is user-friendly, mobile-responsive, and optimised for search engines (SEO).
Social channels – Choosing the right channels for your target audience is key. Once you have chosen your platforms, you need to get to work on a consistent content plan.
Paid marketing – A targeted Google Ads strategy can help bring traffic to your website using keywords.
3. What are you saying, to who, and when?
If you’re looking to boost your brand awareness, you need to position yourself as an industry thought leader and provide value to your audience.
Types of content: from blog posts, to podcasts to white papers, there is an abundance of content types out there. You need to assess which content you’re able to create, and which is going to be most interesting to your target audience.
Timing: a content plan is key to ensure you’re saying the right thing at the right time. For example, if you have a new product on offer, you should plan your content around this effectively to get the most impact.
4. Public Relations: building credibility and trust
PR is crucial for establishing your brand as a trusted authority in your industry.
By using a targeted media relations approach, you will be able to share newsworthy aspects of your business and position yourself as a thought leader in reputable and relevant publications.
5. Influencer Partnerships
Collaborating with influencers will expand your reach and add credibility to your brand. Your influencers can help you reach audiences you might not reach. They can become your brand ambassadors within the industry.
What next?
While each of these elements is powerful on its own, by combining these tactics, you’ll create a robust marketing ecosystem that not only raises brand awareness but also generates a steady stream of qualified inbound leads.
The above guide should give you an overview, but the beauty of marketing is your marketing campaign should be unique to you and your brand. So, if you want to find out more about how we could support your marketing efforts, get in touch.
