In the world of branded real estate, marketing strategies for branded residences, should be luxury focused. It should also be brand focused, creative and dedicated to providing potential property purchasers with a complete understanding of what branded residences are, and the lifestyle that ownership provides. Property Developers should consider:
- Leveraging The Brands Reputation and Experience
- Craft a Compelling Narrative of Luxury, Exclusivity and Value
- Strategic Partnerships & Events
- Elite Lifestyle Focused Content Marketing & Advertsing
- Luxury Hotel Style Showroom Set Up
Marketing Strategies for Branded Residences Have to to be Different
A branded residence is a prime luxury home, these developments should be marketed and advertised as a world class lifestyle product, rather than just real estate.
Naturally we would say the first step for the best marketing strategies for branded residences is to work with a dedicated advertising portal like BRESI. The world’s first online marketplace exclusively for branded real estate.
However with the self promotion hat set aside aside, let’s take a look some branded residence marketing strategies that in our opinion should be considered by real estate developers and marketing agencies.
Leveraging The Brands Reputation and Experience
The focus when marketing branded residences is to use the power of the brand that you are associated with. These brands are known worldwide so it is very important to use as much of that brand appeal and reputation as possible. A strong brand reputation is a significant selling point in this competitive market.
Highlight the brand’s history in branded residence development and their track record in how they deliver exceptional homes and experiences.
Showcase the brand’s expertise in understanding and catering to the needs of high-net-worth individuals.
For hotel-branded residences, emphasise their hospitality expertise, services provided and how a buyer will benefit from owning a home under this brand.
By consistently communicating the brand’s strengths and unique selling points, you can create a powerful foundation for all other of your marketing efforts.
Craft a Compelling Narrative of Luxury, Exclusivity and value
Building on, and using the brand’s reputation is so important, and successful real estate developers and marketers in this space understand that they’re not just selling square footage; they’re offering a luxury lifestyle, the best of the best in residential lifestyle. We highly recommend that you consult with specialist branded residence consultants when it comes to the marketing strategy.
How to create a compelling narrative
Highlight the property’s unique selling points, but do not just simply list the panoramic views, build quality, or exclusive access to amenities etc. This approach was fine in the early days, but with so much competition now, marketers have to fine tune this, so buyers understand how these selling points relate to their own lifestyle
Emphasise how the brand’s reputation will enhance the property’s long term value and prestige, after all this is an investment, and property purchasers should be aware that branded residences are normally maintained and managed to the highest of standards and to a far greater standard compared to traditional real estate.
Paint an interesting picture of the lifestyle residents can expect, focusing on exclusivity, privacy, and luxury, but personalise it, so buyers really understand why a branded residence could be the perfect option for them.
Host Exclusive Events
Exclusive events provide an opportunity to create buzz, generate leads, and offer potential buyers a taste of the luxury lifestyle associated with the property.
If the project is with a hotel brand, then do not always host events at your showrooms, host some of them at a hotel of the same brand that your project is associated with. If your project is a Ritz-Carlton branded development then why not host events at a locally well established luxury The Ritz-Carlton Hotel.
This is a great way for potential buyer to get a feel for how their home will look and be maintained in the future.
Organise invitation-only property viewings for select clientele, this will create a sense of exclusivity and rarity
Strategic Partnerships
Collaborations with the luxury brand, or the hotel brand that your project is associated can elevate the reputation of a project and expand its reach.
We mentioned earlier about hosting events in a hotel under the same brand as the project, however if the project is a non hospitality residence, you can still follow a similar path.
For fashion focused branded residences, like Armani, FENDI etc, consider hosting events at one of the stores of that brand, or bring the store to your showroom, or host a fashion show.
Residences associated with car brands should consider track days, or hire 1-2 cars that can be parked inside or outside your showroom.
If a customer is visiting an Aston Martin Residences showroom, what better way to show brand affiliation than by having some Aston’s there.
The most important factor is to ensure that your project is seen to being aligned with the brand it is associated with. This will give would be purchasers that extra layer of confidence, and confirm that the project is not just associated in name only, but it is actually aligned with the brand.
Content Marketing & Advertising
Content marketing should focus on quality over quantity, however there are some extremely important options that property developers should consider that will create something that is unique and different.
We all know that going digital and the need for speed has taken over our society, but producing high quality project brochures is still very important.
We have seen brochures being produced more akin to a luxury coffee table book, it creates a stunning impression and a reminder for a potential purchasers if they have a physical item.
A high quality brochure could be presented in a branded beautiful box, this would work perfectly with a non hospitality development such as a Armani or FENDI Residences, with custom branding presented more like a purchase the from one of their stores. Developers can become creative depending on the brand they are working with.
Rather than just sending a potential buyer a PDF of a brochure, why not ask them for their address and send them this beautifully presented brochure in the post. What a great way to create a first impression.
Producing high-quality video content showcasing the property, its surroundings, and the lifestyle it offers is vital for buyers to get a full understanding of the project, even more so for overseas purchasers. Be creative and do not produce a sterile hotel like promo video or 3D rendering videos, think out of the box and in 2-3 minutes show what it will be like, to live in the project.
Video content should be cut into bitesize pieces with interviews from, brand representatives, senior figures from the developers and even existing customers.
Whilst it is important to have a presence in traditional real estate media, keep it to the minimum and spend your marketing budget and advertise in high end fashion and lifestyle magazines, buy advertorials and request media promo interviews.
You are reaching your target audience through these channels, so talk to them. Other suggestions could also be Airline Magazines or even Airline lounges. Think about where your customers are.
The key is to be selective and strategic with media advertising to ensure maximum impact, create valuable, engaging content that positions your branded residence development or company as a leader in the luxury real estate market.
Showrooms. Welcome Home to your Branded Residence
Most project showrooms are set up in a world class way, however by being a branded development you have many additional options. (We mentioned the fleet of cars earlier in the article)
If the project is hospitality branded, you can create the wonderful first impression of entering a hotel lobby. Dress your staff in hotel branded uniforms, have the best coffee, juices and drinks selection. Brand the water bottles, include in the bathrooms the same vanity sets, shampoos and soaps that you would find in the hotel, employ a concierge, doorman or valet to welcome potential buyers and agents.
Consider different closing hours, if you are located on the beach why not have a cocktail sunset hours for viewings, invite agents and customers to view the project in the evening. With a glass of wine and some light nibbles, clients will get a great feeling for how life could be.
Why not make Saturday or Sunday lunchtime something special, show off how amazing the homes will be in the daytime and over the weekends. The key point here, is maximise your showroom.
In summary
Marketing strategies for branded residences require a multi-faceted approach, requiring personalisation and thinking differently from traditional real estate marketing. Yes branded residences are still real estate and property developers should use some of the traditional real estate marketing tools.
However at the same time, they should embrace doing things differently with their marketing strategy, after-all they are building a branded residence, and therefore prefer doing things different, so why not implement that thinking into the marketing. Get creative and think out of the box.
Everything about your marketing, advertising and sales process should be all about a lifestyle, and do not just simply use it as buzzword, demonstrate and show it to potential buyers.
Market how your customers are thinking, not how traditional real estate tells you to do so.
BRESI is the world’s first platform dedicated to the selling and marketing of branded residences. BRESI is an exclusive platform for owners, developers, and hotel groups to promote luxury branded residences
Our goal is to highlight the best branded real estate for sale around the globe, and to provide insight and news from the luxury real estate sector
DISCLAIMER: All information in this article is for information purposes only. For more detailed information please visit the links cited in the article. BRESI claims no copyright to any of the images.
- Insight
- Staff Writer
- Marketing Strategies for Branded Residences
