Cast your mind back to property marketing suites for housing projects a decade or more ago. A creaky, tired portacabin in the corner of a building site. Some sad brochures on a table and bad coffee in a polystyrene cup.
Not very inspiring, don’t you agree?
These days, things have changed. You’re not just selling a property; you’re selling a lifestyle.
With rising competition among house builders and modern buyers having more discerning tastes, property marketers have had to step up their game when it comes to sales suites for their next big project.
While the final aim of making sales hasn’t changed, the role of the property marketing suite has evolved.
Starting the customer’s journey to their new home
If you want to impress your customers and sell more properties before the last bricks are even laid, follow our six top tips for property marketing suite design.
1. The practical elements
Huge investment goes into every new property development, from planning and construction to design and marketing, so don’t fall at the last hurdle by frustrating your customers. Make sure that car parking facilities, signage, accessible pathways, and good lighting are all carefully thought through.
First impressions count for a lot so start creating your customer experience from the outside in. Property marketing suites are often situated on or near building sites, so give careful consideration to the location and then create exterior landscaping that draws your customers inside.
2. Impressive interior design
Property marketing suites often have the difficult job of making a big impact in a small space. The most important things to consider with interior design for your suite are:
- appeal to your target audience of potential buyers
- echo the brand identity and style of the property development
- give potential buyers an idea of what the interior of their new home would be
- be stylish and attractive, but more importantly, aspirational
Ultimately, the suite is a place to close sales, so make sure the design is always leading customers to consider buying. Don’t forget for when they’ve made that big decision there should be a comfortable, private space to talk numbers and shake hands.
3. Aspirational imagery
When you’re selling property off-plan, imagery is crucial. Creating representations of the property will encourage potential buyers to visualise their purchase and envisage it being their home.
CGI imagery is one of the best ways to show your property development before it is complete. An experienced design agency can create external and internal representations to the exact build specifications, setting you apart when showcasing your development.
If space in your property marketing suite allows, you could consider a 3D printed model of the development. Giving customers a bird’s eye view of a new development not only creates a meaningful impact but leaves a lasting impression too.
4. New technology
With video tours and high-quality images as standard on every property listing that your customers can easily browse on their smartphones, today’s digital-savvy buyers can be hard to impress.
Stay ahead of the curve with the latest technology for property marketing suites like virtual reality (VR) and augmented reality (AR) development tours. Even before one brick is laid, you’ll be able to show buyers around the property and take them on a journey to experience their future home.
While the simple floor plan still plays an essential role in the sales journey, why not take it to the next level with 3D plans? They do a great job in demonstrating to your buyers what the property is like and showing off the best features of the development.
Experience-led marketing is the new priority for many property developments, and it’s a great way to stand out from the crowd and keep customers engaged for longer with interactive elements.
5. Space for events
An excellent property marketing suite should be a flexible, multifunctional space. As well as hosting individual buyers and greeting passing trade, your suite can be a space to host small events too.
Whether it’s an open house for the community or an event for local business people, it’s an invaluable opportunity to show off the development to even more people.
6. Good old-fashioned marketing material
While new technology and immersive visual experiences all add to the customer journey within your property marketing suite, they’re not things you can take home with you.
Traditional printed collateral like flyers, brochures and postcards are the perfect way to finish a sales pitch. An impressive, creatively designed brochure to take away will help customers to decide in the comfort of their own home.
Printed marketing material is your opportunity to reinforce your brand identity, USPs and key messages, speaking directly to relevant potential purchasers.
Property marketing suite design for success
Creating a welcoming environment and taking your customers on a journey is the key to making more sales. Today’s property purchasers want to buy into an aspirational lifestyle, not just their next practical home. Using immersive experiences, interactive elements and impressive imagery and interiors, you can create a property marketing suite that will be a sell-out success.
What are some of the best immersive and interactive features you’ve seen in a property marketing suite? Share this article and keep the conversation going!