Display materials, converting early interest into sales
Smaller developments tend to share some common factors including, an established location, projects that are expensively finished or design driven, they can also be in sought-after in-fill locations, floor plan options might also be limited but also unique.
The diversity of apartments in a smaller project might also be limited. While the size and locations of each apartment will be reflected in its price, many of the sales will be ‘one-off’ sales, and this reality will need to be a key part of the sales path.
It is realistic to expect that in the release of a small project there will be a number of highly desirable apartments that will always sell (first). However within the available marketing resources the timeline to complete the target sales will be critical. Demand is hardly ever uniform and no matter the size of project, buyers will need access to display material to help manage the sales path and again help to secure the required number of contracted sales.
No matter the budget display material is indispensable
There are some display elements that are a key part of the sales path that should not be restricted by budget. The core material should concentrate around information that will help the buyer understand the project, plus the full details of each apartment for sale.
Display materials, even when limited, are best located in the immediate proximity to the project. While remote facilities are used they will always have some disadvantages but with the help of emerging technology, such as touch-screen presentations, remote facilities can still work.
On-site or nearby facilities will always make it easy for someone who is not familiar with the location to better understand what’s for sale.
In all circumstances quality display material is not hard to achieve and if well planned (and planned early) the effort to provide this material will pay dividends. It is difficult to over-state this point but at the same time emphasise that results can always be achieved without a big budget.
The foundation details needed include location – using a great aerial will be perfect, clear product details such as floorplans and floorplates; artists impressions or computer generated images, finish schedules and samples.
The direct costs associated with preparing this material can sometimes be partly off-set because many of the same details will also be required for the website and may well be sourced from the project’s planning and development applications.
It is nonetheless important to accept that the display material is the key point of impact for any buyer – it is the project’s DNA.
It is possible to balance the needs of a small project with the investment capacity of the project. Having pinpointed the costs involved with a good website and quality display material it is reassuring that this can always be well-managed by an experience project marketing group alongside a creative agency with a strong understanding for property sales.
The starting point will always be a detailed understanding of the target market and what are the most rewarding features of the project that will best connect with the market demographics.
The balance between the available budget, timelines, the required sales revenue and prevailing sentiment will be central considerations as to how and when to use the tools discussed here.