- From design to sold-out project
No two new build projects are the same. But they all have one thing in common: they have to be sold! New build projects require significant costs in the design phase and the sales process should certainly not be left to chance.
At AG, we're good at design, branding and digital visibility. We have worked on a number of new housing projects in Bergen and the surrounding area - large and small. A good result requires a trusting and good collaboration between developer, broker and us as an agency.
Our work is about delivering what brokers need to sell. We aim to deliver the best toolbox a broker can get!
In this article you can read about how we work and what is worth thinking about throughout the process.
Phase 1: Land purchased, construction notice sent
The processing time varies, but it often takes a long time. Are there skeptical neighbors who will be affected by the plans? Once the municipality has processed the case, they may take the opportunity to appeal the decision, which requires additional time.
Here's what you need to think about
In this phase, many people will check who is behind the plans: is the developer serious, what else have they built? That's why you should make sure that you, as a developer, have good and trustworthy websites. In addition, you should establish a temporary website for the project with a name, logo, profile and exterior 3D showing the building placed on the site. It's important to have an open and respectful dialog with neighbors. Even if they are critical, they may be potential buyers in the next round!
Always start your sales work with a target group description. Who is the housing project suitable for? Are they newly established couples in their 30s or 50+ with an empty nest? We create personas that describe the target group and build an identity that appeals to them. This is also important when we create interior 3D. We furnish the homes in the right style so that the target group can dream themselves into this sofa, in this living room with this view.
The toolbox in phase 1
1. Target group description, identity, name, design
2. Preparation of 3D exteriors: There are many suppliers of 3D illustrations and the quality of the images varies greatly. Good 3D images have everything to say in communication, and it is not economical to choose cheap and poor images. This is especially true of exterior images, which often become the flag bearers for the project. It's a good idea to start work early, as it takes time to produce good 3D, and there are often waiting lists for the most skilled suppliers.
3. Strategy and marketing plan
4. Temporary website with registration module (can go directly to the broker's CRM)
5. Digital advertising: Remarketing, building a stakeholder base
6. Building signs
7. Photo (preferably before the site becomes a construction site): View photo for the 3D images, drone, area photo, mood photo. Maybe make a timelapse of the construction?
Phase 2: Building notification is approved, appeal deadline passed
The plan has been approved by the municipality and neighbors have been given the opportunity to appeal. Now we can get started! Through phase 1, we've built up the audience base and now we're ready to start communicating with stakeholders.
Here's what you need to think about
Now the work of building up the stakeholder base begins! Through advertising, we encourage the target group to sign up for the newsletter. This list is gold for real estate agents because we can target the dialog and communicate free of charge. Here you can update potential buyers on developments in the project.
In further communication, it is important that everyone who has signed up for the newsletter receives information before everyone else - after all, it should be an advantage to be on this list!
Make sure that your website is enticing, that privacy is safeguarded and that you can track everyone who has visited the site.
Toolbox in phase 2
1. Preparation of 3D interiors: We collaborate with the best, both at home and abroad, and have a good overview of the players. We also have extensive experience in leading this process and providing clear proofs in return. The images should be delicate, tempting and also have the right view and sun conditions.
2. Facebook page: Established with remarketing pixel.
3. Sending newsletters to interested parties: We use newsletters that provide immediate statistics on how many people have read, how many have clicked into the website and how many times they have entered. The report comes up with names so that the broker can use it in their further sales. Our solution also allows for SMS reminders for those who sign up for plot viewings, information meetings and more.
4. Digital advertising: We deliver data-driven advertising based on the most relevant target groups for the project. We rely on actual visitors to the website, run remarketing and twin searches, optimize and follow those who have already shown interest. But perhaps even more importantly, we create the best ads! The goal is to get people to visit the website and register their interest so that we can communicate with them in the run-up to the start of sales.
5: Newspaper advertising: Newspaper remains an important advertising medium for housing.
6: Home selector with floor plans and price: Our home selector has been developed in consultation with brokers, builders and users to work best for all parties. It's intuitive, easy to navigate and can be easily updated with sales, prices and floor plans by the agent or developer themselves.
7: Fully developed website: 3D images, home selector and complementary information about the project.
8. Brochure with good texts, images and floor plans: The brochure is delivered both as a printed document and as a scrollable PDF. The latter is important because it can be content-optimized and provide better hits in Google. Our scrollable solution also provides information about which pages in the prospectus are the most popular, which is useful information for both brokers and developers.
See an example of the housing selector we have created here.
Phase 3: Leading up to the start of sales - and beyond
We are approaching the final stage of advertising before the start of sales. We want as many interested parties as possible on the list!
Here's what you need to think about
There are many ways to conduct a sales launch. Most invite you to a site viewing and information meeting in advance. Many also organize an exclusive pre-sale for those who have registered as interested in the project. You also need to decide whether you want to operate with a fixed price, first come, first served, or bidding rounds if several people want the same property, etc.
The most important thing is to be clear in your information to everyone who has expressed an interest!
After the start of sales, you can expect a vacuum in terms of sales. Those who have been sitting on the fence have bought. Now we need to build up with new interested parties! Since we know a lot about those who have already bought, we will look for "twins" - people with similar characteristics - when we set up a new data-driven ad campaign.
The toolbox in phase 3
1. Distribution of newsletters: We make sure that everyone on the stakeholder list is clearly informed about the sales process. It's a good idea to send out newsletters at short intervals leading up to the start of the sale. It's time to get the pulse racing!
2. Digital advertising: Before the start of the sale, we announce the date clearly, preferably with a countdown: 4 days left! After the start of the sale, we advertise to people with the same characteristics as the buyers. Here we use twin searches and programmatic advertising.
3. Social media: We make sure to post new angles about the project where we talk about the area, the benefits of the housing project and the latest news in the construction process.