Engage all senses: How to sell a lifestyle, not just another property.
As a property developer, your job is to sell dreams. But in a crowded market, how can you make your properties stand out? The answer, creating a brand and brand experience that enraptures all the senses.
Brand experience is the overall impression that a potential customer has of your brand. It's the sum of each and every interaction they have with your brand - from your website and marketing materials to your customer service and the physical space where you sell your properties.
When it comes to property development, creating a brand experience is all about selling a lifestyle, not just another property. This means thinking about all the ways that you can engage your customers' senses and create a memorable and positive experience.
Things to think about:
Visuals: The look and feel of your project is important - it should be reflected through your marketing material as well as the space that you’re selling in - the display suite. Consider using design elements like colour, texture, and lighting in creative ways to create a sense of place and atmosphere. Use warm colours and soft textures to create a cozy and inviting atmosphere, or bright colours and bold geometric shapes to create a more energetic and exciting atmosphere. Get creative with it.
Sound: Sound can be used to create a sense of calm and relaxation, or to create a more energetic and exciting atmosphere in your space. Depending on the development’s brand and personality, think of the sounds that your customers may want to hear and how it makes them feel when they are looking to invest in your project. Are you introducing you playing calming music or more upbeat music in your marketing videos, or within the project’s selling space?
Smell: Scent can be a powerful way to evoke emotions and memories. Consider using signature scents as a part of your marketing experience, or partnering with local businesses to offer food and beverage options that will entice potential leads in, and create a unique and engaging experience. You could give a small branded signature scent with your marketing bundle - something that continues to remind them of the amazing experience they had with you - and drop in again for one more look.
Taste: Taste is often overlooked when it comes to brand experience, but it can be a powerful way to connect with your prospective customers. Again, consider offering food and beverage tastings, a great way to engage with the community by partnering with local restaurants to offer exclusive dining experiences. Host a wine tasting event in your display suite - make it fun!
Touch: Touch can be used to create a sense of luxury and quality. Consider using high-quality materials and finishes within the property specifications, but also your marketing material - you want your potential clients to walk away, and not want to throw your brochure away because it looks and feels just too good.
By engaging all of your customers' senses, you can create a brand experience that will make your properties stand out from the competition.
If you're looking to differentiate your properties from the competition, consider investing in creating a unique and memorable brand experience that sets you apart.
