Property marketing for our generation

We’re often asked ‘what actually works?’ for property marketing. Understanding how customers interact and engage with property promotions is key to offering Colliers vendors a mix of advertising media which will attract the right kind of attention. The consumer market is more fragmented than ever – consumption of advertising is split across a wealth of channels which target people at different ages and stages of their buying journey.

Understanding the market

One of the primary requirements in achieving the best result for property sellers is to understand who the market is for that buyer. Property marketing shouldn’t ever be a ‘one size fits all’ approach – Colliers sales consultants take time to identify the likely market for each individual property and prepare a tailored campaign to speak to that market, assisting us in generating maximum competitive tension.

Statistics from Horizon Research indicate that around 18% of property purchasers are passive buyers – that means that they were not actively looking for a new home or section when they purchased. That figure underscores the importance of a campaign which includes channels which expose your asset to passive buyers, such as social media, print advertising and the google display network as well as active buyers who are signed up to the known and trusted property marketing channels.

Importance of digital marketing

In 2022 a large proportion of a marketing budget should be directed towards digital marketing – that can mean the big portal sites such as trademe.co.nz, realestate.co.nz and oneroof.co.nz plus social media marketing, google marketing and often display advertising on key websites such as commonly-used news media. It also means EDMs (Electronic Direct Mail) or database marketing, which is where working with an agency with an extensive and well-maintained buyer database is vital to a successful sale. Often the buyer is already waiting for a property as it is sent out on our priority lists. Digital marketing is highly targetable, measurable, cost-effective and forms the cornerstones of a quality modern marketing strategy. 

Traditional channels

Print marketing may be considered a more traditional channel, but it still plays a part in a comprehensive marketing campaign particularly with specific target markets who are not major online consumers. Print can comprise standard advertising or advertorial – a piece which looks and reads like a publication’s content, but is actually a paid ad.

Colliers have extensive PR networks for the promotion of unique or interesting opportunities. We’ll work with our vendors to clarify the human interest element of a property or development, then discuss it with our media contacts to generate market excitement through editorial content. If you think your property has a story, it’s important to talk through this with your sales consultant before a campaign launches.

It would be remiss not to mention the other elements of a strong marketing campaign – open homes and signage should never be overlooked as ways to attract buyers. These combine with the power of the sales team making calls to potential leads to add a significant layer of value to sellers.

What we can offer

Aside from these regularly-utilised channels, we can offer our clients access to a wealth of more bespoke marketing opportunities as dictated by the nature of an asset, from specialist magazines. luxury channels and radio advertising to airport banners and one-off experiential event marketing.

Ultimately the mix of marketing is prescribed by the nature of the property and its target market. Reaching as many of your identified target markets as possible within the confines of a marketing budget ensures maximum competition and subsequently the best price the market will pay.