Denmark@home starts the real estate branding process by conducting competitive analysis research, from evaluating competitors’ online presence for positioning, differentiators, offerings, and pricing strategies to mystery shopping for understanding how sales agents are communicating the story, including details of the community’s design, lifestyle, and amenities. These types of activities are the first step in co-creating a unique value proposition that will drive all brand positioning. Today, we want to discuss the next step in our process: creating a marketing plan.
Besides the standard components of a marketing plan that apply to any product or service, real estate has clear phases. Each phase requires its own goals, objectives, strategies, and tactics. Depending on where you are with your community, all or only a subset of the phases may be relevant to you: Pioneer Phase, Early Bird/Pre-Construction Phase, Preview Opening Phase, Pre-Grand Opening Phase, Grand Opening Phase, Post-Grand Opening Phase, Momentum Maintenance Phase, and Closeout Phase.
The Pioneer Phase is when the development is announced and construction of initial features have begun. Tactics may include marketing an interest list, creating broker awareness material, or launching a VIP “Be the First to Know” campaign. The Early Bird/Pre-Construction Phase is when the temporary sales center opens, first home plans with pricing are available for preview, homesites are marked, and pre-sales can begin. Tactics may include marketing a priority reservations program, promoting a Founders Club (first buyers) program, or promoting the groundbreaking ceremony for amenities. Denmark@home can help craft a customized marketing plan for your community.