The right mix between branding and lead generation is a tough find when beginning a pre-sales campaign for a new construction condo project.
A great article about branding condo projects just came across our desks. The Multi-Housing News quotes several ad execs and developers harping on how important building a viable brand is to the sucess of a project. And frankly, we couldn’t agree more.
Here are a few takeaways from the MHN article:
- Branding is an essential element of differentation
- Branding should encompass all the senses - taste, smell, hearing, feel and of course seeing
- Looking at the marketplace (your competitors) and seeing what is missing and reflecting the wants of the target market is the foundation of a brand.
- Branding is a business model, not a marketing model.
Once again, we couldn’t agree more. But our clients frequently come to us looking for a branding strategy and a quick bump in their sales opportunities.
Our advice? There are several ways to attack both of these fronts congruently:
- Streamline the branding process by focusing on the key differentiator. (We call it a “Brand TakeOFF” - learn what this by e- mailing us now)
- While developing the brand, test and re-test messages with “blind ads” using cost-effective marketing techniques.
- Incorporate your stronger, successful marketing messages with the key differentiator.
This method has proved to deliver strong, sales-driving, marketing campaigns within 3-5 week. While some marketers may insist on an extensive 3-6 month research and brand development period, many developers look to marketers to sell units as quickly as possible.
