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    Unearthed: Practical marketing advice from the world’s best property marketers
    Unearthed: Practical marketing advice from the world’s best property marketers
    Unearthed: Practical marketing advice from the world’s best property marketers
    Ebook239 pages1 hour

    Unearthed: Practical marketing advice from the world’s best property marketers

    By Barrie Seppings

    ()

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    About this ebook

    Your complete ‘How To’ guide for creating beautifully effective property marketing campaigns.

    Unearthed takes you inside property marketing

    What technologies should I use? How do I find the right team? When should I brief my designer? How much budget should I allocate? We’ve covered the globe talking to experts from developers, brand consultants and architects to sales agents, technologists and designers, bringing you the latest thinking and tested wisdom from the world’s best property marketers.

    Each chapter of Unearthed shows you the trends, takes you behind the case studies and offers the inspiration to help you raise the bar on your next marketing project. Unearthed: it’s what’s really happening inside property marketing.
    LanguageEnglish
    PublisherThe Urban Developer / Wordsearch Australia
    Release dateSep 21, 2018
    ISBN9781925786033
    Unearthed: Practical marketing advice from the world’s best property marketers

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      Book preview

      Unearthed - Barrie Seppings

      FROM THE PUBLISHER

      It is with great pleasure that I introduce the Unearthed Series to you, our trusted community.

      The Urban Developer is Australia’s largest, most engaged and fastest growing community of property and urban development professionals.

      Our mission is to connect, inform and inspire our community by being the leading source of information, events, education and products to the industry.

      As we continue to build our network of people and businesses, we believe that by showcasing the best ideas, talent and experience to our audience, we will contribute to the development of smart cities around the world.

      The Unearthed Series, delivered in partnership with Wordsearch, is a showcase of the power of rich content.

      We’ve harnessed the best and brightest from across property, marketing, design and media to deliver a world-class resource for you to learn from and enjoy.

      Happy reading!

      Adam Di Marco

      Founder & Publisher, The Urban Developer

      FROM THE EDITOR IN CHIEF

      Unearthed began as a series of conversations with the world’s best property marketers about the skills and techniques that go into producing beautiful, effective campaigns. It quickly grew to become so much more.

      Even though property is an incredibly local product, the best operators make a point of keeping up with trends and techniques from every corner of the world. And despite the analogue nature of the product (it is, quite literally, bricks and mortar), the impact of digital technology and innovation has been profound.

      These two drivers led us to create, in collaboration with The Urban Developer, a series of ‘How To’ guides that cover the current and future state of property marketing. Editing the series has been a pleasure and revelation as it gave me the privilege of spending time with some of the brightest minds and most experienced hands in our industry. I hope you enjoy and profit from their wisdom, collected together here for the first time in this edition of Unearthed.

      Barrie Seppings

      Director of Creative Strategy, Wordsearch

      CONTENTS

      Unearthed takes you inside property marketing

      EPISODE 1: Marketing Suites

      EPISODE 2: Bricks, Meet Clicks

      EPISODE 3: The Name of the Game

      EPISODE 4: Even Better than the Real Thing

      EPISODE 5: How’s the Future Looking?

      EPISODE 6: Before the Shooting Starts

      About The Urban Developer and Wordsearch Australia

      Copyright

      Unearthed takes you inside property marketing

      What technologies should I use? How do I find the right team? When should I brief my designer? How much budget should I allocate? We’ve covered the globe talking to experts from developers to branding consultants, architects to sales agents, and technologists to designers, bringing you the latest thinking and tested wisdom from the world’s best property marketers.

      Each episode of Unearthed shows you the trends, takes you behind the case studies and offers the inspiration to help you raise the bar on your next marketing project. Unearthed: it’s what’s really happening inside property marketing.

      EPISODE 1

      Marketing Suites

      Before you put your development on display, make sure you’ve looked at all the details.

      CONTENTS

      Typical Timeline and Strategy

      Investment

      Case Study 1: Battersea Power Station

      T.F.Y.P. (Traps For Young Players)

      Jargon

      Case Study 2: Opera Residences

      Dream Team

      Briefing Checklist

      W.O.W. (Words of Wisdom)

      Technology

      Sector Differences

      Crystal Ballers

      Case Study 3: Happy Haus

      Connect with the experts

      Worksheet

      DEFINITIONS

      A Display Suite (sometimes also called a Display Apartment or Display Floor) is typically used to refer to a physical space that, in its purest form, represents the actual product on the market, such as an apartment, a retail space or commercial office space.

      A Marketing Suite is a space that does the broader job of explaining the entire development or precinct and is generally also used to deliver presentations, conduct negotiations and complete transactions.

      A Sales Suite is often a hybrid of both of these spaces, demonstrating aspects of the product as well as facilitating sales.

      TYPICAL TIMELINE

      While our experts agreed that every project is different, the general consensus on the overall program for a typical mid-sized residential suite was for a 12-week construction period from the time of DA. Of course, there is plenty of work to be done even before DA, as you can see:

      STRATEGY

      The suite experience is usually the ‘middle chapter’ of the customer journey, after the initial marketing campaign has created interest and before the customer enters the negotiation and decision-making phase. The strategic role of the suite is to deliver on the promises made by the ‘awareness campaign’ and to move the customer from ‘being interested’ to ‘demanding detail’. Sales and leasing agents prefer suites that can answer most of the ‘big issue’ questions, so they can focus on discovering the right product fit for each potential customer. A good strategy will define, at a minimum, your value proposition, your brand pillars, category commitments and your main target audiences. A great strategy will clearly show you how to put that thinking into action.

      Use this simplified program as your planning baseline, then build out the detail to accommodate the features of your project. Add separate overlays for marketing collateral, launch events, sales campaigns and digital support.

      Your timeline also gives you line-of-sight to the interdependencies between each stage of your program, indicating elements that need to remain consecutive and those that can progress in parallel.

      INVESTMENT

      Our panel of experts was polled to provide some ballpark estimates on how to allocate your budget for a typical display suite. Some of our experts advised investing more heavily towards particular elements, these figures represent the weighted average.

      It’s important to remember that you’ll need to allocate separate budgets to elements such as sales collateral, launch event, media support, PR and digital. While these are all important elements of the Marketing Suite campaign, they are not strictly part of the suite itself and should have their own budget allocations.

      We’ll tackle these areas in future Unearthed series.

      Almost all our experts recommended having a contingency budget of an additional 5% set aside to deal with variations and express fees to meet hard deadlines. The general rule: money is always harder to find at the end than the start.

      CASE STUDY 1:

      Battersea Power Station

      Mixing commercial with luxury residential

      This £8bn urban regeneration site on the edge of central London is one of the largest of its kind in the world. The master-planned mixed-use precinct is rapidly taking shape in and around the shell of the WWII era coal-fired power station, requiring a long-term, multifunctional approach to the sales and display suite experiences.

      The main display suite began life on the roof of the power station itself, but was always intended to move around the site as various construction phases went active. Highlights include the massive physical model of the power station which splits apart and rolls back on custom hydraulics, allowing prospective tenants to literally ‘walk inside’ the commercial spaces.

      As the two luxury residential buildings – one each from superstar architectural firms Foster + Partners and Gehry Partners – moved into sales mode, the marketing team constructed a dedicated two-level display apartment that incorporated an informal gallery space, showcasing the life and work of the architects involved.

      Due to the scale of the development and the international interest it generated, the marketing team worked with their agency to design multiple satellite marketing suites, targeting the local audiences in key cities around the world, all going live in the same 24-hour window to effect a simultaneous global launch.

      At this scale, a guiding strategy is mandatory. Wordsearch London helped develop the driving philosophy of We don’t do ordinary to help position Battersea Power Station for all of the various segments and stakeholders.

      www.batterseapowerstation.co.uk

      The bold interiors at Battersea are designed to inspire and create a sense of occasion. Image: Battersea

      Residential customers want to understand the experience, commercial customers want to understand the space. Great marketing suites manage both. Image: Battersea

      It’s tempting to re-create your best stock as a display suite. It may be smarter to re-create the stock you most need to sell. Image: Battersea

      T.F.Y.P. (Traps For Young Players)

      These are the typical mistakes and ‘rookie errors’ that sometimes occur during the production process, generally stemming from budgetary and time pressures. Knowing these pressure points ahead of time and having a mitigation plan in place can save you literally thousands of dollars. Remember that a plan is your best shortcut.

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