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