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 .