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Thought Leadership

A place to keep up-to-date with the latest marketing trends

Project Diagnostics, Project Marketing

Ultimately, your project is going to be more than bricks and mortar – it’s going to be a community and a place for people to call home. Therefore, you need to make it feel like one. You and the community team (if you have one) will know better than anyone what’s required to respond to the needs of your community.

 

So, during the planning stages of the project, get yourself a seat at the table to make sure you can influence discussions about infrastructure, community building, landscaping and events.

 

Here are some things to consider:

 

1. Community development

Effective community development strategies align project resources with community needs to deliver sustainable solutions that enhance liveability for residents. Implementing an effective community development strategy will offer an array of benefits, including increased sales conversions, increased referrals and brand loyalty, as well as a greater competitive edge.

 

Get involved in the planning stages of the project to ensure its infrastructure responds to the community’s needs for connection, movement, safety and belonging.

 

2. Sales suite infrastructure

Consider what features your sales and display office will require to effectively respond to your community’s needs. Your sales suite will be a hub of activity throughout the development of your project, so how can you make it beneficial for the community? Perhaps it will include a space for a mother’s group and other community groups to host meetings. Perhaps it will have a café attached to it, or a community veggie patch.

 

3. Landscape influence for future events

We all know community events are a great way to build relationships, encourage connections and foster a sense of belonging for residents. When the planning of your project’s communal areas, parks, overall layout and infrastructure takes place, ensure these spaces offer the resources you need to host community events such as accessibility, electricity, shelter, bins and water supply.

 

For more important considerations, insights and tips for setting up a new project, download our free Project Marketer’s Handbook.

 

 

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Project Marketing, Strategy

Project marketing involves liaising with an array of consultants, agencies and professionals; content agencies, photographers and videographers, community managers, renderers, copywriters, builders and landscapers just to name a few.

 

To make your job (and their job) easier, it’s essential that you’re a good briefer. In fact, we can’t emphasise the importance of good briefing enough!

 

Briefing is your opportunity to provide your consultants with clear expectations, allowing you to really set the tone of the assets you want created.

 

Here are some things you’ll need to consider when you brief.

 

1. Be a clear briefer. One of the best ways to clearly outline your expectation is by filling out a briefing template. In your brief, be clear about what you want and what you don’t want. You may even like to provide examples. And always set realistic timeframes and provide budget expectations.

 

2. Provide solution-based feedback. Always start your feedback with what you liked. Then voice your ideas and criticisms in a constructive way that will help the professionals to understand your expectations. And be prepared to listen to suggestions from your consultants – after all, they’re the experts!

 

3. Be thorough. Provide the consultants with all the necessary information and assets at the same time to reduce inefficient ‘back and forth’ communication.

 

For more useful project marketing insights and tips, download our free Project Marketer’s Handbook.

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Customer Experience, Project Marketing, Strategy

When launching a project, development teams take a no-expenses spared approach to branding, creating brochures and installing the biggest billboard council will permit along the freeway. Hundreds of thousands of dollars are spent on creating impactful first impressions. And while this is very important – you never get a second chance to make a first impression – what happens after you establish that initial contact and try to build a relationship?

 

All too often we see project teams leaving little budget consideration for lead nurture and content marketing activities. While branding initiatives are important, so too are the actions involved in nurturing your leads from initial enquiry to final sale and beyond.

 

Here’s a list of the items your budget will need to cover:

 

[ ] Brand identity development
[ ] Content and copywriting
[ ] Project website
[ ] Collateral
[ ] Lead generation
[ ] Lead nurture
[ ] Landing page/pages
[ ] Maps
[ ] Print media
[ ] Digital media
[ ] Project movie
[ ] SEM
[ ] Photography
[ ] Renders
[ ] Floorplans
[ ] Signage
[ ] Asset development eg photography, drone, videos
[ ] Display suite
[ ] Model and/or touch screen
[ ] Social media (posts and campaigns)
[ ] Press
[ ] Builder engagement
[ ] Launch event/ongoing events

 

For more insights on how to set up your new project for success, download our free Project Marketer’s Handbook.

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Project Marketing, Strategy

Brand development is the ‘fun’ and creative part of setting up any new project.

 

During this stage, it’s important that your creative agency is well briefed on the intricacies of your project and that the brand reflects and responds to your Value Proposition.

 

You’ll need a project name, brandmark, logos, design guidelines and a vast array of creative assets. Maintaining clear and effective communication with your creative agency is key here, to not only ensure you receive a high-quality final product, but a creation process that involves minimal ‘back and forth’.

 

Key Considerations

 

1. Will the brand resonate with your target audience? How your brand looks, sounds and interacts is crucially important. Take the time to ensure you get this right from the outset – it often takes several rounds of refinement to get it to the right place. This is a very important first step!

 

2. Will your brand stand out from the crowd? Flick through the property pages and you will see a vast array of developments being promoted. How can your brand avoid being the same-same? Think clever brandmark, a bold colour, unique application or strong brand statement.

 

3. How will the brand translate across multiple mediums? A beautiful gold foil logo looks fabulous on a brochure but how will a gold logo translate in a digital environment? Your agency will be able to make recommendations, however these are considerations you will need to make to ensure your brand is always best in show!

 

4. Big ideas are great but often come at a cost! Your creative agency will be working to ensure your brand resonates, stands out and gains traction. Just be clear about your budget from the outset. Big, shiny ideas are great however they often break the bank! Work with your agency to come up with cost effective solutions that still achieve a great outcome for your brand.

 

5. Brand Guidelines are a must! Once your brand is established, ensure your agency establishes brand guidelines so all contractors understand how to replicate your brand correctly. Consistency is key!

 

For more important information on how you can set your project up for success, download our free Project Marketer’s Handbook.

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Project Marketing, Strategy, Workshops

When it comes to initial stages of setting up a new development, you have a blank canvas and a very important role to play in shaping the future of your project. Hosting a vision workshop will not only provide an opportunity to set up the project collaboratively, it will also help to inform your value proposition.

 

Here’s a vision workshop format you can follow to help set up your project for success:


1. About the site: 

  • Number of lots

  • Design aesthetics

  • Access to existing transport, education and retail

  • Proposed transport, education, retail, parks and recreation opportunities

  • Road layout

  • Landscaping opportunities e.g. wetlands 

 

2. Competitive context:

  • Who are your key competitors?

  • What are they doing well?

  • What can you do better?

 

3. Personas:

  • Who is your audience?

  • What are their likes and interests?

  • Where do they currently live?

  • What needs do you need to satisfy?

 

4. Focus Group Findings:

  • What learnings can you incorporate into the project?

 

5. Sustainability:

  • What sustainability features resonated with your focus groups?

  • What could your project implement to make it stand out from its competitors?

  • Are you aiming to achieve any accreditations eg Six Star, Green Star?

 

6. Innovation:

Brainstorm ideas during the session such as:

  • What innovative building techniques or materials could be used?

  • How could you incorporate new technology?

  • What learnings have we taken from the Covid-19 experience that can be incorporated into this project?

 

7. Community and Amenity:

  • What do we imagine for this community?

  • Will there be young families and therefore a need for childcare and parenting groups, communal garden or exercise groups?

 

At the end of the session, you’ll have a wealth of information to collate and the outcomes will help inform the next stage of the process, building your Value Proposition.

 

To discover everything you need to know about setting up your project successfully, download our free Project Marketer’s Handbook.

 

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Project Marketing, Strategy

When planning a project, you’ve got one opportunity to get it right from the very start. To help build the foundations of a successful project, it’s important to engage the local community and key stakeholders from project conception and this can be achieved in many ways.

 

By hosting community consultations, you’ll not only be able to share your aspirations for the project, you’ll also open up a two-way dialogue with people who have a vested interest. It’s an opportunity for you to gain insights, learn from those at the forefront and incorporate the needs of the local community into your project. By opening the dialogue, you will likely improve community perceptions and they may even become paying customers one day!

 

Another important exercise is to conduct smaller focus group sessions with members of the local community. By interviewing a range of audiences (First Home Buyers, Families, Downsizers), you’ll gain valuable insights to help shape several aspects of your project such as design, amenity, community requirements and aesthetic.

 

We also recommend establishing a community portal to display information about the development as it comes to hand. Make sure this is closely monitored so you can respond in a timely manner.

 

To discover more must-know information when setting up a new project, download our free Project Marketer’s Handbook.

 

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Project Marketing
It’s no secret that signage is expensive. You could save lots of marketing dollars by assessing your current signage commitments. Here are three things you can do, to ensure you’re not wasting money on ineffective signage:1. Rationalise external high cost signage.a. Review the cost of current billboards in high-traffic areas. While they may attract eye-balls, it’s difficult to attract ROI. Is this the most cost-effective way to get more leads?b. If you choose to keep your highway billboard, remember that most people are driving above 80km an hour past it
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Customer Experience, Project Marketing
It’s time to get your hands on the second edition of our PRX Magazine! This volume is all about the customer experience – why it’s important, who needs to be involved in mapping it out and how we can help you nail it. If property businesses consistently ensure the customer is at the centre of every decision, it wouldn’t be so difficult to achieve sales during market downturns. We understand that it takes more than a big database to make sales on a consistent basis. We’ve created this PRX Magazine
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Lead Generation, Lead Nurture, Project Marketing, Strategy
Know the sales target of your builder or developer partners Let’s say your project has a display village and there are 20 homes from 7 different builders. Each builder will have a sales target per home to ensure their investment is viable. So, if the sales target per home is 10 per annum, then within your village there are 200 sales up for grabs. For marketers working within a building company, the developer’s sales target might be 300. The question is, how can you help the builders or developer achieve
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Customer Experience, Project Marketing
Sales engagement, purchaser loyalty, increased brand awareness, community building. Events are a great way to achieve all of the above – and more! – all while providing your project’s community with fun and entertainment. Your event has the ability to shape your community’s perception of your brand and your project, so it’s crucial that you get it right. That’s why we’ve created The Ultimate Guide to Property Events! We’ve partnered with event experts, En Pointe Events, to bring you a guide that’s chock-a-block with must-know information on how to make
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