Post on 01-Jun-2020
description
Developer Strategies: Enabling Sales & Marketing
Teams
Staying Top of Mind Through Brand Communications
Staying Top of Mind through Brand Communications
1 Build Trust and Affinity
3 Rethink Marketing Strategies
It is important to employ 3 key strategies to stay top of mind throughout a disruptive event such as this pandemic and adapt as the market continues to rapidly change over time
2 Show Care and Empathy
Build Trust and Affinity
Customer Experience Channels
Short-term
Proactively share what your business is doing to combat covid-19 by highlighting prevention measures in the project: temperature check, regular disinfection of common areas, stores and merchants partnerships to address basic necessities
Social Media PostSocial Media LiveBrand awareness CampaignVideo content: showing consumer’s experience in the projectE-newsletters
Highlight COVID-19 updates on Corporate Digital Platforms WebsiteSocial Media PageLanding Page views campaign
Mid-termRetrain Sales Teams to adapt during and after COVID-19 Online Sales Training
Assure existing consumers that their purchase/investment are being taken care of by providing recent updates regarding the development of progress for example
Viber and Messenger GroupsE-newsletterProperty Progress Video ContentVideo Content: Message from CEO to Consumers
Provide educational content to help employees and customers as they deal with the outbreak Social Media PostSocial Media LiveEasy to digest video or animationInfluencers
Long-term
Establish yourself as the brand of choice by showing quality and long-term benefits of your property Brand Awareness CampaignInfluencers
Build Trust and Affinity
Filinvest Land
Filinvest regularly creates informational posts to help inform their audience and clients during this crisis.
They also use a variety of formats such as using social videos and infographics to keep audiences engaged.
Build Trust and Affinity
Lamudi regularly publishes Journal articles to provide updates on Real Estate. Various journal articles have been written to share efforts done by partner developers about the Covid situation, and share tips on future property purchase.
Lamudi Newsletters are also sent out directly to email subscribers to highlight special updates on a specific property or development.
Recommended Actions
Dos● Talk about:
○ How you’re helping fight the coronavirus itself.
○ How you’re helping other businesses and
people.
○ Critical information people need during the
crisis.
● Create materials in multimedia formats: Infographics, GIFs, Images, Short Videos
● Share materials at increased frequency via: Website, Social Media (FB, Instagram), and Real Estate Platforms
Don’ts● Pitch a sale at the wrong time
Show Care and Empathy
Customer Experience Channels
Short-term
Provide online customer service through the use of digital platformsUse words such as “ingat / stay safe” when replying to comments or direct message from customers, they will notice that the developer care about their wellbeing
Social Media Direct MessageSocial Media StoriesDirect Emails
In-House Sales and Property Management Team may check in on customers regularly Online Sales TrainingViber / SMS / MessengerDirect Mails and Phone Calls
Sending out some free food & health care items (vitamins, alcohols, face masks) to existing customers and residents to show that the developer care about the condition of their customers
Social Media PostWebsiteE-newsletter
Mid-term to Long-term
Introduce a corporate social responsibility (CSR) initiative to fight COVID-19 together with the community, for example:Charity program for every reservation made, the 5% will go to hospitals to provide PPE for health workers
Social Media PostBrand Awareness CampaignVideo Content: Documentation regarding the charity campaignWebsiteE-newsletter
Partner with financial services to provide ease during payment terms Social Media PostBrand Awareness CampaignWebsiteE-newsletter
Show Empathy and Care
Damosa Land
Damosa Land provided BPO workers working within the Damosa IT Park 30 temporary residential spaces at their Microtel by Wyndham Davao.
They have also held CSR campaigns, and using their networks in order to provide essentials to their local communities.
Show Empathy and Care
Victor Consunji Dev Corp (VCDC)
VCDC started a donation drive to collect funds for the Medical frontliners. They posted and shared this project to various sites, the Lamudi Facebook Page included, to be able to expand their audience and reach more people to collect donations.
Show Empathy and Care
Lamudi Academy
Lamudi Academy regularly conducts trainings and workshops to help equip and enable real estate sales people.
They recently offered new topics, like Creating Valuable Conversations Online, to help the industry professionalscontinue communicating with their clients, while still being able to show care and empathy.
Recommended Actions
Dos● Select an initiative that you stand for as a company:
What are the values that define you?● Demonstrate your value proposition to your
stakeholders: remember to show, not tell!● Communicate: Nothing builds trust throughout a crisis
better than a steady flow of information that keeps everyone involved.
Don’ts
● Keep actions focused about commercial advantage or
profit.
Rethink Marketing Strategies
Customer Experience Channels
Short-term
Adapt Social Media content to current topic and for property / project-related content Social Media PostReal Estate Platforms
Digitize the consumer buying process by conducting virtual presentation or virtual tour Social media PostSocial Media LiveVideo Content: Show Unit Photos, Videos and 360 Virtual TourListings on Real Estate Platforms
Collaborate with banks and other financial institutions to provide various payment options and make the Sales Closing process easy for the customer
Social Media Post
Mid-termAdjust promo based on current circumstances. For example:
● Pre-order Strategy: provide special discount if you buy now or refundable down-payment options● Revamp payment method by giving more installment options● Balloon payment, to let the customer pay only Downpayment and start the monthly amortization after
COVID-19 ends / after next year● Online booking promo: Discount on Downpayment / Cash Refund
Social Media PostLead Generation CampaignE-newsletterWebsiteBrand Awareness Campaign
Long-term
Maintain your brand image and build sustainable relationships with your customers by continuing your strategy in the long term
Social Media PostBrand Awareness CampaignLead Generation CampaignContent MarketingWebsite
Rethink Marketing Strategies
SMDC
SMDC repeatedly announces waiving penalties for delayed payments on their channels.
Meanwhile, they have also been creative in their social media content, sharing recipes and tips that their residents can use while stuck in quarantine.
Rethink Marketing Strategies
ISOC Land
ISOC Land has launched a special pricing promotion to boost sales for the month of April for their 2-BR unit in their I-Land Residences Sucat project. The promo was also shared via Social Media to give them visibility to their relevant audience -the active property seeker.
Rethink Marketing Strategies
Real Estate Platforms
Numerous Property Developers are looking to expand their Digital presence to reach more property seekers, and boost their sales. One such platform is the Lamudi portal, visited by around 2 Million property seekers every month - this is the leading property portal in the country.
Recommended Actions
Dos● Lean on technology. ● Select which channels to use wisely: There is no
benefit to using a channel unless it can actually reach your target audience.
○ Facebook ○ Real Estate Platforms
● Customize content for each channel.
Don’ts● Keep status quo● Take on too much at a time: allow room for teams