Marketing is the engine that turns bricks and mortar into revenue.
To deliver anything less than the best collateral to prospective purchasers is a false economy.A developer can spend hundreds of riyals addressing each sales enquiry, only to risk losing the prospective buyers if they are not fully convinced by first impression the developed project leaves. Worry not; we are here to help you devise a professional and appealing presentation that clearly and convincingly reflects the merits of your project. We will equally help you create expertly prepared communication programs that actively support the sales process. Meticulously designed, your development will come to life on screen, page and billboard, so that prospective purchasers will be able to truly sense the benefits of investing there and – crucially - to motivate them to enquire further.
Packaging the offer
Many are the different motivations behind individual purchases, this is why we help you present prospective buyers with a package that “ticks all the boxes” about ownership in a clear and concise manner. Each buyer will easily and quickly identify those aspects and benefits that most appeal to them. We scope out the various features and information to highlight and produce professionally written content to articulate these clearly, enabling us to then prioritize the main Unique Selling Points to be used for promotional messages.
“You never get a second chance to make a good first impression.”
Marketing Strategy: Planning, Development and Execution
The days of “build it and they will buy” are long passed. Buyers have become increasingly sophisticated and, with rapid access to information at their fingertips, they are quite discerning and selective about where to invest. A bespoke, well-researched marketing strategy can make the difference between commercial success and failure. Each program is prepared individually to meet specific goals, and speak to the client’s ambitions and objectives for the project. We examine the scope, opportunities, competition, and challenges facing the business to develop realistic and practical strategies that build awareness, generate leads, and drive sales. And to know where you stand, key elements such as brand positioning, targeting, promotion, budgets and timeframe will also be covered in a detailed report.
With our help, your development will stand out among competitors and capture buyers’ attention.
Advertising: Promotion and Lead Generation
The style in which your real estate project is presented to international buyers is of critical importance. This will normally be the first impression of your brand and your project for the majority of your audience. Your advertisements should be smartly conceived to hit the bull’s eye and inspire readers to respond. If not, then there is little point in wasting your money on advertising. It is therefore imperative to achieve visual standout off the page and screen in a manner that reflects your brand character, with an impactful headline, strong image(s) and concise, well-written copy to entice and inform prospects; motivating them to enquire. This is where our media team comes into play. With years of experience in planning and managing numerous successful real estate campaigns; they will apply their considerable experience and expertise to create tailored, self-improving programs designed to maximize Return on Investment. We employ the most effective digital and print media to reach defined target audiences, accurately promoting a client’s project to build awareness, generate leads, and support sales conversions. To ensure your project is promoted in the best light possible, a detailed promotional plan and budget will be prepared, employing a mix of proven media channels. And to access efficacy, we conduct regular analysis and reporting to keep you fully in the picture on performance.
Above all, we know it is all about delivering results.
Branding and Corporate Identity Branding
Creating a strong and distinguishable brand identity is a subtle but powerful marketing strategy that many developers and businesspeople underestimate. This is a surefire and highly effective way to be unique and stand out in a competitive marketplace. Aside from ensuring your brand occupies topnotch positioning, to inspire confidence among buyers your development also needs to look professional. The visual identity should reflect the essence of the development and rise to international standards, which will underpin all collateral design. Our expert branding and design team can research and develop a bespoke brand, logo, and visual identity that are guaranteed to distinguish you from your competitors.
The first impression is usually the one that lasts longest.
The key of successful marketing resides in resonating with your target audience; if a brochure or website does not ‘sell’ for you remotely, then it is not really serving its purpose. Our professional graphic designers can create eye-catching brochures, pamphlets, promotional flyers, sales presentations, digital content and other forms of collateral, all specially conceived to clearly reflect your distinctive corporate identity. Similarly, our professional copywriters will produce carefully-crafted content that appealingly highlight your key messages and USPs of your development.
Communication has always been the key, if properly informed, your target audience will show interest in your business and know exactly what to expect from it. Our team of professional communicators will help you effectively “speak the language” of your target audiences and employ strategies designed to boost awareness of your project and drive enquiries.
Online and Social Media Strategies
Today, Saudi Arabia has the largest social media presence in the world and is leading the race among other nations with an exponential annual growth rate of 32% of social media use. Mobile penetration stands at 129% of the total population and active social media users represent an incredible 68% of the population. To translate these numbers into usable input: when applied correctly, well-prepared online and social media strategies can build massive awareness and generate large numbers of leads for sales conversions, in a very cost-efficient way. Social media grants your business the enormous opportunities of focusing your key messages and targeting specifically your audience.
At Esrar, we will study your objectives and develop a cost-effective online strategy using tried-and-tested methodology in proven channels (Facebook, Twitter, Instagram, YouTube, LinkedIn etc.)
Web Design and Development
An unresponsive, slow, or poorly designed website is a killer for any business. As real estate developers, we work with expert website developers and designers who will take it upon themselves to deliver a top notch website that adds value to your business. Our website designers will assist you in creating an excellent interface so your customers or prospects can navigate through your site easily and enjoy a remarkable user experience.
Search Engine Marketing (SEM) and Search Engine Optimization (SEO)
The right content, coupled with the relevant keywords will certainly make your website rank high in search engine results; and we’re SEM and SEO experts. Depending on your budget, we can also create topnotch campaigns to drive conversions. Each campaign is tailored around agreed-upon objectives and budget.
As a real estate developer, you may experience slow sales on some projects; this is frustrating and costly, especially if you believe you are already implementing a robust strategy. Nothing is worse than finding a goldmine of potential new customers, then defining and implementing an outreach plan, only to find that it failed to achieve the expected results. Marketing audits are the ‘health checkups’ of the business world. Our highly experienced team will review each stage and component of your marketing and communications strategy, offering recommendations for improvements; reporting on any issues noticed and proposing fresh insights and ideas to pump life and purpose into your campaign.
With the right marketing strategy, you can maximize sale conversions within a shorter timeframe, and consequently positively impacting your profitability and revenue.
Launching is the phase that actually sets the tone of your project in the public’s eye; it is a critical phase in any development’s lifecycle, and has to be executed to the highest standard. The consequences of getting any part of it wrong can be dire. Most of the leads resulting from your project launch will be very high quality and early adopters, while a good percentage of them will actually become ambassadors for your project. This is why we invest considerable time and energy in the planning of the right launching to help you to avoid costly mistakes, harnessing international expertise and working with your PR agency to make your launch a memorable success.
Events, Exhibitions and Conferences
We have the right expertise to assist with:
Planning and hosting bespoke customer events.
Attending exhibitions and conferences to publicize your brand and expand your business reputation.
Seek opportunities to present your business as a leader in your sector.
Our dedicated team can also train chosen members of your company to become expert representors, as well as groom them on how to handle the media.
The standard industry ‘rule-of-thumb’ for marketing budgets on a real estate development targeting domestic buyers is between1.5%and 2% of Gross Development Value for each phase; as for international buyers,it is normally 2.5%. However, as we enjoy extensive experience in working on projects around the world, we know that budgets are often under pressure!
In other words, your budget needs to be broken down with great diligence, focusing on strategies and media that are proven to deliver cost-effective results. This will demand very careful campaign planning to reach your target markets and ensure that we achieve maximum Return on Investment and impact.