INDUSTRY FOCUS PAGE 68
sales & marketing
Communication drives sales
The residential community industry is enjoying year-on-year growth. The demand for a better-quality, family-centred lifestyle is driving the market and steering more and more individuals to invest in property in residential estates. Furthermore, foreign investors are now, more than ever, flocking to South African shores, and the communities in the existing environments are seeking opportunities to capitalise on their existing assets to compensate for a weakening Rand.
Current statistics show boundries of 6 500- plus residential communities in the country and solid growth of 15 % in development and construction of residential communities on an annual basis. Competition in the market is healthy but fierce, so a solid brand communication and sales strategy is imperative.
The increase in new and competing developments is of particular interest to developers and estate management. Property prices are, to an extent, based on the service offering: state-of-the-art security, recreational facilities and a private on-site school facility usually make an estate more sought-after than one that doesn’ t offer all of these amenities, and property prices reflect this. However, most estates these days are made up of very similar facilities, with a sound security system being a prerequisite, and as a result property prices are determined increasingly by location, demand and investment potential.
How a development brands itself and communicates to the consumer is a vital component of that developments perceived value. Brand management and communication are invaluable as the battle for market presence intensifies. A development’ s brand is its mark of distinction, which helps set it apart from other developments of a similar nature, and holds out to the residents the promise of superior property values and investment potential.
A credible brand combined with a successful communication strategy is essential for maintaining a strong and lasting presence, attracting investors who will be quick to purchase, encouraging third-party suppliers to offer their best services, and retaining satisfied residents.
You’ ve heard that“ content is king”. By harnessing technology, the World Wide Web, social media, search engine optimisation and relevant linking – all necessary to communicating an experience powerfully – your content will gain grip and relevance and achieve mileage previously unimagined.
Your message, your creation, your campaign can now live on forever. You’ ve created, not a Frankenstein’ s monster, but a kind of miracle – a concept and environment that are both wonderful and daunting in their near-immortality. This extends further than the last day of the last sale. Today’ s news is no longer tomorrow’ s fish-and-chip wrapping.
The longevity of content now also encourages quality of workmanship and credibility, and provides a long-term resource to tap for information, a kind of a guarantee at the beginning of any investment.
To create the most beneficial content, you need to go to the experts. Not just frilly wordsmiths, but rather experienced and insightful content curators. You need industry specialists who work the market every day. You want a team that’ s been to your site, had drinks in your clubhouse, played golf on your course and, most of all, has got to know your community and others similar to it. For a new development, you want a team that understands what it takes to launch a new brand.
You should ensure that all content starts with credibility and association. You need to be showcased as a visionary, so it’ s imperative to outline your vision. Detail your plans to make the vision a reality and discuss the solutions to real-time problems.
The communication strategy you follow should be holistic, incorporating print, digital, online, social and networking media platforms for best results. Your message is the silver thread that pulls it all together – and don’ t underestimate the power of your images.
Estate Living is the industry expert that offers unique content creation and ensures the strategic distribution of that content. It’ s a platform that fills a niche and plays an indispensable role in marrying aspects of branding, marketing, networks and communication between the market and potential investors, which ultimately drives sales.
As the conduit that brings together various relevant messages, all with the core promotional theme of driving the community and driving sales. Whatever you are promoting you need to do so in a manner that is reflective of your community and within its specific environments – direct, targeted and specific.