5 steps to brand your real estate development – The market segment
Branding a new real estate developments can be a very hard task.
Many Developers today focus their brand promotions to the features of the property losing the focus on targeting the audience they want for their property.
Today I’m here to try to help you to figure how to start the new brand of your project in a totally new way.
This small guide can be used in the super high competitive market like the Real estate development market in Toronto or New York or Halifax, does not really matter the location, all market are very competitive today.
Ok, let’s sit down around a big meeting table and let’s put together:
the “Boss”, I mean, the Developer,
a content creator
and some friends that the developer think are the ideal buyers.
Now, let’s put together our roadmap:
Identify you market segment
The first step it’s also the hardest ones.
Most real estate developers are scared to target a very narrow market segment because they tend to embrace a large audience in order to feel up their properties as fastest as they can.
Nothing can be more wrong than that.
In this way, it’s almost impossible to create a very strong branding positioning.
In the end, the property will be filled from so many different people that nobody can find affinity with someone else.
The living experience should be on top of your priorities.
Do not try to sell your property, try to sell your lifestyle.
In order to be able to reach this goal, you have to target people with the same profiles, same affinity and same interest.
Ask your friends (your ideal customer) on the meeting with you what they like to have in their homes, in their building, in their neighbourhood as amenities, transportation and other features and make a list.
Now make a list of your actual features and check how many of them are in both lists, all the common items are your most important marketing leverage tools.
A quick tip: more people you gonna to interview and more reliable will be your list.
In the next post you will learn how to deal with the second step.STEP 2 - Set your Budget
Co-founder of Yuge.ca, a Marketing-Design-Strategic agency hyperspecialized in Real Estate Developments, I'm the creative mind behind more 3000 Brands.