Marilla Akkermans from Equality Media  & Marketing Market Insights

Episode 56. Market Insights: Urban's Mike Bird chats with Equality Media & Marketing, Marilla Akkermans, on Rethinking Property Marketing Strategies

In a recent dynamic discussion led by CEO of Urban.com.au, Mike Bird, and Marilla Akkermans, founder of Equality Media & Marketing, we uncover pivotal insights into the evolving realm of property marketing. Discover why traditional sales approaches are falling short for 80% of potential leads, and how innovative strategies can capture this untapped market.

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In today's evolving property landscape, the traditional approach of funnelling potential buyers exclusively through sales agents is becoming obsolete. Recent insights reveal a staggering 80% of prospects prefer independent research over direct sales agent engagement initially. This shift challenges developers to rethink their marketing strategies profoundly.

Navigating the Tough Market

In the current climate, projects linger longer on the market, demanding a strategic rethink from inception to completion. Successful developers are not only launching projects but sustainably selling throughout construction. This longevity requires foresight in budgeting and a robust marketing plan that ensures continual engagement.

The Power of Multi-Touch Engagement

Consider this: an $8 million sale materialised nine months after an initial inquiry, showcasing the enduring impact of comprehensive marketing strategies. Urban's collaborative approach emphasises nurturing leads through multiple touchpoints, from digital footprints to personalised engagements. Such strategies don't just convert but build lasting customer relationships.

Crafting Authentic Brand Narratives

Today's consumers seek authenticity and reassurance, especially amidst a market fraught with uncertainties. Establishing brand legitimacy through past successes, testimonials, and transparent communication is crucial. Clients like Michael Piccolo set benchmarks in product integrity and customer trust, making authenticity a cornerstone of their strategy.

From Basics to Brilliance

Effective marketing isn't just about enticing prospects; it's about educating and empowering them with accurate information. Too often, ads miss the mark by neglecting basic details like location and pricing. Transparency and clear communication not only attract but qualify leads, ensuring sales teams invest time wisely.

Beyond Conversion: Building Relationships

Investing in a multi-touch strategy isn't just about converting sales; it's about nurturing relationships. Every interaction counts—from the initial digital impression to the showroom visit. By understanding consumer behaviour and preferences, developers can tailor their approach, maximising engagement and conversion rates.

The Role of Data and Collaboration

Data-driven decisions are paramount. Understanding market segments, buyer personas, and pricing thresholds empowers developers to allocate budgets effectively. Collaborating early with marketing experts like Equality Media & Marketing ensures alignment from project inception, optimising feasibility and maximising returns.

Looking Ahead

As the market evolves, so must marketing strategies. Embracing a holistic, multi-touch approach positions developers ahead of the curve. By leveraging comprehensive data insights and fostering authentic brand narratives, developers not only survive but thrive in today's competitive landscape.

The future of property marketing lies in embracing change—shifting from traditional sales tactics to multi-touch strategies that resonate with today's savvy consumers. By prioritising authenticity, transparency, and data-driven decisions, developers can forge enduring connections and drive sustained success.

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