Question

Topic: Advertising/PR

Attracting Target Audience For Real Estate Project

Posted by Anonymous on 7/8/2005 at 5:20 AM ET 500 Points
Hi there and thanks for taking the time to read my question.

I am currently doing a project where we need to sell up-class houses to families with parents aged 35 to 45 who have relatively high income (2x and more above standard).

The project is in a city that has a relatively bad image. We are certain that once people visit the project they will make the step. Now the thing is - how do we get them to do this ?

Things we are considering:
Target Direct Mail with CD-Rom that shows how the new project will be once it's finished.

Professional Garden & Interior Design-advice: meeting with professionals in the business to see what the possibilites are in their potential new houses. Also the chance to meet with other potential buyers.

I would really appreciate other creative ideas on how to attract them (and convert them).

Jacco
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RESPONSES

  • Posted by ReadCopy on 7/8/2005 at 5:56 AM Member
    Have you searched this forum? Loads of questions have been asked by real esate companies attracting more business ... worth looking through that lot first :-)
    https://www.marketingprofs.com/ea/qst_SearchResults.asp
  • Posted by michael on 7/8/2005 at 10:44 AM Member
    Jacco,
    Are there any realtors behind your efforts or are you competing with them for the same customers?

    You can also work with larger companies in your community who may have a relocation division in their HR department. Your project could be something they would move their transfered employees into. Best way is to contact the company directly and ask their HR department if they have someone who does that.

    Hope this helps.

    Michael
  • Posted on 7/9/2005 at 12:05 AM Member
    Jaccog,

    Remember, first of all! Target your ads to other towns or cities whose upper-income families, can afford your product. Then utilize the add-ons the developer might of thought about! Like, the posibility of new schools in the area, convience to new shopping areas, the new country club, etc. Then pour on the benefits the homes you're selling offer, and lastly create an added service! for instance that you're available "Any Time" to show homes at their convience. Good Luck!
  • Posted by Mushfique Manzoor on 7/9/2005 at 9:50 AM Accepted
    hi jaccog

    why would people of 35-45yrs with parents earning 2x will come and buy real estates in a project located in a city with Bad Image?? i mean what is the USP of this proeject? what sets it apart from other projects??

    some ideas...

    1. Organize a Real Estate Fair in your project site and offer some discount. you can offer your target customers to get a FREE gift with every booking or something similar.

    2. develop a 3D model of your project and send it to clients, thru' direct mail or thru' CD

    3. Exchange Offer: offer your project in exchange of a less attractive real estate that the client is currently having without paying any thing extra (if possible)

    4. Discount Offer: if any client pays 25% of price upright at booking time, s/he gets a discount on the total price.

    5. tag with the mortgage companies to offer a special Interest Rate Discount and communicate to the prospective clients.

    6. the city has a bad image, what kinda image problem?? is it securtiy or lack of excellent utility service?? You can offer FREE Insurance Coverage up to a certain amount for every client

    hope that helps. if anything more comes up will get back.

    cheers!!

  • Posted by koen.h.pauwels on 7/10/2005 at 9:28 PM Member
    To soften the 'bad image' issue, start in your promotion material with something familiar, nice and safe what these rich families are looking for: nice parks, great neigbours, good schools. Only afterwards reveal the name of the city
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