INDUSTRY FOCUS sales-driven communication
INDUSTRY FOCUS sales-driven communication
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.
Current statistics show boundaries of 6 000- plus residential communities in the country and solid growth of 15 % in the development and construction of residential communities annually. Competition in the market is healthy but fierce, and we know that a brand communication strategy is imperative.
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 development more sought-after than one that doesn’ t offer these amenities, and property prices reflect this. However, most developments are made up of very similar facilities, with a sound security system being a prerequisite, and thus property prices are determined increasingly by location, demand, investment potential and access to external amenities: fitness facilities, lifestyle stores, commercial space, retail – all of which have given rise to the newer, improved concept of mixeduse developments. The increase in new and competing developments is of interest to developers, who continually look to outwit, outsmart and outplay their peers in terms of offerings and market share.
Communication to the consumer is a vital component of driving the perception of a development’ s value. Brand communication is invaluable as the battle for market presence intensifies. A development’ s brand holds out to potential residents the promise of superior property values and investment potential.
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. By harnessing technology − the World Wide Web, social media, search engine optimisation and relevant linking, which are all necessary to communicate your development’ s experience powerfully – your content will gain grip and relevance and achieve both the sales and reputation mileage you require. This extends further than the last day of the