The other day I happen to read up an article by Akhil Saraf, CEO of Loyalie where he was talking about how one should think when trying to sell properties online. Give the article a read, it has great value if you are from the real estate sector.
While going through his points, I recollected of the piece I wrote on how the concept of content marketing is slowly yet surely is being picked up by the real estate developing community of Kolkata & West Bengal.
We still remember vividly how Merlin Group made team Barcelona come to Kolkata & how the city was all decked up in hoardings communicating the arrival of Leo Messi & Barcelona Team. This was back in 2017. That is an example of a create content around which marketing & branding of the brand Merlin Group was done.
Nowadays a number of brands have taken to content marketing seriously. Taking a cue from Akhils article, many developers are giving transparent timely updates on Social Media to keep communications between clients & the brand is always 100% transparent.
On lines of these I had an idea which I’d really like to share over here when we ar already discussing content & the usage of content in marketing ourselves.
Over the years during the development phase of the “project” being built, there would be several times when a home buyer may visit the site with their friends & family. They may end up interacting with various sale & project manager during the construction phase.
While these discussions are happening the managers from the brands end also gets to understand the story behind why the familiy purchased a home at “property name”.
During the time of delivery, when the keys of the flat are handed over, that is the possession being handed over from the business to the “person”.
What is the brand handing over to them? Nothing actually.
On the other hand, Imagine if a 1 min AV story depicting why “Person Name” got his flat, why he chose the one he chose, how he has seen it being built over the years to what he now calls it as his home. Wouldn’t that piece of content be invaluable to the family?
Not only would it get more social shares & other positive KPI’s, it will only get your brand be sketched in the heart of your customers. It would create that aspirational value in customers who would just want their “making of home” story to also be done.
From business transactions to transactions of trust. Isn’t that what brand building is ultimately all about?
Let me know how you observe the real estate market community shaping up in terms of their communications & marketing techniques. Which one technique do you believe is the most effective, yet most unused in the real estate community?
Share your thoughts over at talkwithme@debduttobanerjee.com
