Storytelling key to promoting properties under construction.
Storytelling is an extremely effective marketing strategy, and it is especially useful when selling luxury real estate during the construction phase. When the physical product doesn't yet exist, it becomes all the more important to be able to create an aura of uniqueness and dream fulfillment around it through the right narrative.
To realize the full potential of storytelling, the details of the story need to be very carefully thought out. It is important to build an emotional connection with the client and weave an intriguing story about the luxurious lifestyle to which owning a property is supposed to be the key. The more engaging and immersive the story, the better the chances of a successful sale of a yet-to-be-named dream property.
1. Discover the story behind the property
The past of a luxury apartment or residence can provide valuable information for use in promotion. It is important to know the previous owners - whether they are famous artists, businessmen or important figures from the world of politics. The fact that they inhabited the property will certainly interest prospective buyers.
Equally valuable can be information about the events that took place in the place. Did someone propose to a loved one there? Or maybe the house witnessed some historical moment? Such curiosities will help create an emotional bond between customers and the offered property.
So it's worth talking to the seller and residents of the area to learn as much as possible about the past of the place. This information can prove to be a mine of knowledge for marketing specialists.
2. Show lifestyle, not benefits
When promoting high-end apartments, it is worth focusing not on dry facts, but on the benefits of living there. The number of rooms recedes into the background, the key is what they mean for future residents.
For example, 7 bedrooms with bathrooms mean convenience for guests and the ability to host friends and family. Such benefits build an emotional connection to the offering. Therefore, it is necessary to know the needs of potential customers and highlight those features of the property that will realistically improve their living comfort.
By focusing promotion on how a real estate developer project can fulfill the dreams of future residents, it is much easier to attract their attention and interest.
And this will translate into successful sales of luxury apartments.
3. Show Smart-benefits
Smart living is a modern trend in housing that provides not only convenience, but also real benefits for the health and wallet of residents. Numerous smart home systems allow remote control of lighting, temperature, electronic devices and security elements.
Thus, from a smartphone app, you can turn on your favorite playlist in the living room or a movie in the bedroom without getting up from the couch. The smart thermostat automatically adjusts the heating to specific needs, saving up to 25% in costs. Sensors also monitor air quality and CO2 levels, triggering ventilation when needed.
These are just some of the many conveniences. A smart home is a real estate developer project for the future and a synonym for luxury, making life for homebuyers realistically easier. That's why smart home is currently one of the hottest trends in the design of modern apartments and estates.
4. PShowcase the potential of the property's location
In addition to the apartment or residence itself, a key element in the buying decisions of high-end clients is the location and access to entertainment and amenities. That's why, in addition to presenting the interiors, it's a good idea to prepare materials that showcase the neighborhood's assets.
High-quality videos and photos showcasing exquisite restaurants, a golf course, tennis courts or a scenic cross-country park will help convey the prestige of the neighborhood and communicate that it is an ideal place to enjoy city life. This type of content will enhance the promotion, building the image of the luxury property as a base for exclusive entertainment in the area. For a discerning client, this is often a key argument.
5. Transport the customer to the future - Storytelling for the real estate developer
Those selling land or properties under construction may have doubts about whether storytelling is appropriate for their market, since the property does not yet exist in reality.
However, with photorealistic 3D visualizations, it is possible to create a photo-realistic representation of the property based on drawings and floor plans. This is an ideal tool for marketing luxury properties. Visualizations for unbuilt properties can be just as impressive as photos and videos, making virtually every storytelling technique used in traditional real estate marketing also available for projects under construction and land.
In order to create an effective real estate marketing campaign, consider using tools:
- 3D visualizations
- 3D Animation
- 3D Virtual Walk
- Check out the full offer of RendPro Limited
You may be interested in:
How does a logo affect the Sales Success of a Property Development?
Advertising Slogans for Real Estate Developers & Agencies - 108 inspirations
What do you lose by not having a developer and investment page?
Let's do something unique together.
Book a free consultation.
