Developers create homes to sell them but without an interesting story, this task becomes a daunting one
“It’s tangible, it’s solid, it’s beautiful. It’s artistic, from my standpoint, and I just love real estate.” – Donald Trump
If we look at the deeper context of what Trump has said, it is clear that real estate is the most loved and desired dream of one and all. It is how developers sell this dream to the varying class of dreamers (home buyers) is where the magic of marketing becomes the hero.
RealtyNXT lists the top 5 marketing tools adapted by developers which are resulting in phenomenal sales
Storytelling on site
“Stories stimulate both the feelings and imagination of the teller and the audience.” – Geoff Mead
We all love stories. Stories are what attract us to the news, movies, celebrities, places even food. Our whole life itself is a story! Scientific research has proven that the human brain releases dopamine each moment it undergoes an emotionally charged experience.
Upon its release, feelings of pleasure and reward are created which makes humans want more and more of it. This is where our hero storytelling plays a crucial role.
Developers create homes to sell them but without an interesting story, this task becomes a daunting one. If a scenario, which strikes the right emotional chord with the buyers, is created and narrated they will end up buying the project. Like every story, developers too have to pick and choose who is the hero.
Let’s say their project and the location become the hero, the amenities become the heroine, and the villain is the current location/home of the buyer which is not allowing him/her to live the ultimate dream life.
If the project is in away from the city, then city life full of pollution and stress becomes the villain. A powerful on site storytelling entices and convinces the buyer of how buying the home being offered will help them realise their long cherished dream. There are several tools used for this which include a model of the project, AVs with a compelling narrative, site branding, billboards and much more.
Storytelling via Audio Visual communication
“People buy stories, not stuff, and its stories that spread, not stuff.” – Seth Godin
The audio visual (AV) medium is a powerful one. It must convey significant details about the project while completely engaging the buyer. Every project has a hidden story and it can be woven around the location, aspirational benefits, amenities and lifestyle.
Not only does the buyer get a first-hand experience about life in the interiors but also its surroundings. Beginning with the highlights of the location and the excellent connectivity it offers, what the buyer’s aspirations are and how they will be fulfilled here, the benefits of the amenities and the complete U-turn from his/her lifestyle is what will make a project’s AV compelling.
An example would be the use of an exciting drone shot the location highlighting all the nearby attractions or 2D/or 3D animations of the project’s offerings.
It is important to note the significance of social media in order to increase the popularity and reachability of the AV communication. AVs can also be created on the achievements of the developer, behind the scenes making of the project, employee reactions and so much more. Apart from compelling shots, a crisp AV script and good music are also significant elements of a great AV. The trick is to set the perfect balance and tone of information and emotion.
“It is all about holding on to the customers and making them feel like an important part of the project.”
Personalised communication is all about making each customer feel like you are communicating exclusively to them and understand their dreams and desires like none other. For that to be achieved, an extensive research is required to be carried through data collection, analysis, and the use of automation technology.
This will lay the foundation of you getting first-hand information about their needs, daily commute, salary bracket, likes and dislikes. Developers and their marketing teams must then act upon their findings. If a customer likes green tea, a developer who is mindful of the taste of the customer makes sure that he is offered that on every visit.
Let us take an example of Veena Developers here. The Mumbai based real estate developers were facing a problem while they had gotten a good lead generation for their project Veena Dynasty, they were not converting into site visits.
They hired a digital agency which went about in creating personalised communication for each and every customer by understanding the call recordings and apprehensions.
The communication thus created was focus on addressing the issues of each customer. This particular activity was merged with visual communication of life at Veena Dynasty and it resulted into site visits rising by 150 percent, 200 percent and 300 percent in a few weeks. Within 3 months, the total units of the project were sold out which otherwise would have taken almost a year.
Mumbai’s real estate developers Shivalik Ventures actually went ahead and built homes measuring 641 sq. ft. because their buyers desired that carpet area. Right from the first site visit to post site visit, the key is to give home buyers a little something that makes them feel special.
Post site visit, a thank you email, a follow up call, or sending flowers on the birthdays goes a long way in impressing the customer. Personalised communication is the most important element as it acts as a huge catalyst in truly engaging home buyers.
It not only increases the developer’s ROI but also the loyalty base. People remember the little things they were made to experience and share them with their friends thus providing free good publicity to the developer and project.
Interactive walkthroughs not limited to VRs
“It is all about providing an authentic and immersive experience.” – Josh Weisberg
With this medium, buyers will literally be entering a home without even stepping foot into it. While VR technology is the most significant for giving an interactive walkthrough, there are multiple tools which are also used.
2019 has witnessed numerous disruptive tech platforms taking interactive walkthrough to a whole new level. A few examples here would be CBRE’s award winning interactive digital display tool Perspectives, Curate by Sotheby’s International Realty powered by roOomy, and Zillow 3D Home.
While some developers have played around with AR technology, others already introduced interactive robots and quite a few of them have started offering a 360 degree immersive experience with an interactive format.
Technologies have advanced to such a level now that home buyers can pick and choose which area of the home they wish to see first as well as pin point on pain points that bother them.
They can also pick and choose to customise the interiors of the home during these walkthrough and actually see the end result of their idea without even executing it in real-time. Another cool walkthrough method is done through controlling a drone camera and seeing its shots on the smartphone.
“Buyers decide in the first eight seconds of seeing a home if they’re interested in buying it. Get out of your car, walk in their shoes and see what they see within the first eight seconds.” – Barbara Corcoran
In this day and age of visual delights and vlogging, developers have come up with a cool idea to engage potential home buyers. Vloggers turn hosts of the home as they take viewers on a detailed guided tour of the project. Each and every aspect of the project is shown and explained.
From the rooms, the flooring, the fittings, the view, the amenities, the entrance and everything beyond is touched upon in great detail. RealtyNXT’s Home Tour has a well-informed host provide a walkthrough and then interact with a representative of the project.
Social media platforms like YouTube play a vital role here as these videos are uploaded there. They can also be forwarded on WhatsApp and shared on Facebook.
The advantage of such tours are that the buyers can view the projects as they are without physically visiting the project yet getting a feeling of visiting it. The numbers reached is higher and they help save money, time and the hassle of actually travelling on the site.
The above ideas have opened up a wonderful way of potential home buyers to get to know a project intimately. Developers are doing a wonderful job in giving them a wholesome and immersive experience thus resulting in successful closure of deals.