The Best Strategy to Sell New or Presale Housing is to Use Real Estate Email Marketing.
Developers who are commercially successful with their projects have learned to apply the principles of real estate marketing.
Selling off plan, pre-sale or under construction is no longer as easy as it used to be. Now customers are more demanding and aware that they can easily lose their money buying in a new promotion. The bad experiences of many foreigners in Spain, Portugal, Dubai or Brazil have spread like wildfire on social media.
Selling a new development in the established time and obtaining acceptable benefits requires new real estate marketing strategies that contain the 3 fundamental elements: transaction security, transparency of who is the company behind the promotion and a customer orientation and help service for that this buy your property.
These 3 elements must be present in any promotional action that the property developer carries out in its property marketing plan.
In today's article I'm going to give 5 tips that will help property developers sell their projects quickly and profitably.
“I give these recommendations is not theoretical or academic sense. They are the recommendations that the promoters I have advised have followed and in all cases their new promotions were sold within 6 months ”.
The Best Real Estate Marketing Plan for a Developer.
It all starts with the right attitude from the promoter or developer. If the entrepreneur does not display a customer service mentality and a win-win attitude, then promoting him, investing the money he invests, will not succeed; rather, he will not bring you the benefits he expects. Real estate marketing for developers, marketing tips for property developers, selling flat, marketing for real estate
Tip # 1. Invest in promotion between 3% - 5% of the total volume of income that your sales will generate.
We must remember that the profit is in the last units that are sold; not in the first. If ALL units cannot be sold in an acceptable time, there will be problems; not only of profitability, but with the commercial team.
Trying to sell a new promotion with 1% - 2% of the total volume of expected income, (very common practice), is to doom your promotion to failure.
Tip no. 2. You need a Solid Real Estate Marketing Plan.
Improvisation is bad advice and wastes a lot of money. Having an action plan in mind, doing what everyone else does, is not having a solid sales plan. Limiting yourself to planning commercial actions is not having a real estate marketing plan.
Real estate marketing needs real figures of potential clients in the market, figures of the competition, self-criticism about the advantages and disadvantages of the company, threats and market opportunities. Not just setting sales goals.
A developer needs a real estate marketing plan divided into 2 parts: strategic and operational.
Real Estate Marketing Focuses on Service.
Tip # 3. Promote your Service; not your brand.
You can be a promoter known throughout the country and even internationally. In this case, your brand image will benefit you. Now, remember that your brand does not sell real estate; the properties are sold by their commercials. If they are not well trained in real estate sales and marketing, it will take longer to sell their units.
The real estate seller is the image of the company, its brand, in the eyes of the client. If you want to maintain your reputation and brand, train your sales staff.
For promoters that are little known nationally or internationally, their best asset to sell a new promotion is to provide a different service from the competition. Focus on helping to shop; instead of selling your new promotion. This type of real estate marketing will set you apart from most of your regular competitors. Even the big ones, particularly if you sell abroad.
Advice no.4.- Do not hire the Services of a Real Estate Agency.
The real estate agency has its priorities and interests that are not (and should not be) yours. Having a sales team that fully identifies with your real estate product is what you need.
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Real estate agencies cannot sell your development faster than you can with their own sales team. By not knowing your presale or off-plan business well (I'm talking about the business, not the sales process), you will lose customers due to misinterpretations and miscalculations rather than inappropriate service.
As a promoter you need to know your clients personally, from the first contact until they make the first deposit, (generally 2 weeks -2 months). Then comes the waiting period until you finish the promotion and hand over the keys. A period where you can lose a percentage of those who have already made the first deposit. Although the amounts deposited in the account are insured.
Real Estate Marketing: The key is in the Payment Conditions.
Tip # 5. Always remember that the payment terms are more important than the price.
However, don't try to price yourself out of the market. There are promoters who want to win the lottery with their promotion, pretending to win a 200% profit, (unfortunately frequent practice and one of the reasons that has led to the creation of the real estate bubble in Spain).
Offer personalized payment terms and conditions for each of your potential clients and you will sell much more than with the same general conditions for all. Be flexible with the requests of your potential clients.
For example, if you allow the bank that has lent you the money to carry out your promotion or development, establish these payment conditions, you are already starting out very badly. And if you let your bank set the mortgage terms for your potential customers, you will sell more slowly.
Real estate marketing for developers, marketing tips for real estate developers, flat selling, real estate marketing Not only do you have to establish adequate and flexible payment conditions; you have to make them attractive with a real estate marketing strategy.
What payment terms are the best? We always do a detailed analysis of the profile of the potential client or of the different profiles.
You have to know what the average monthly salary is, the average monthly expenses, how they could pay a mortgage, where you work, travel time from the area where the project is located to your place of work, the prices of the competition, the conditions of competition payment and insurance available for amounts deposited on account.
All this information allows you to prepare a marketing strategy that makes your payment terms attractive and differentiates you from the competition.
Al Hartman & team have been advising real estate developers for years and have realized that success is more related to their personal attitude towards their potential clients, than to the price, payment conditions, real estate marketing strategies or product quality.
