Will you be looking for or researching property over the holiday period?

Make sure your development is in front of buyers actually looking for New Property.

December 2022 Buyer Survey

At Urban we aim to continue to support the industry to connect with buyers looking for residences in New Developments and gain insights from the trends Urban have. Surveying our audience is one of the regular steps to gain current feedback. Most recently we asked:

1. Will you be looking for or researching property over the holiday period?

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Urban collected response from users reading the Urban News and from the database via email, where the responses indicated the majority (82.9%) stated Yes, they would be looking for or researching property over the holiday period.

The holiday period provides the opportunity to communicate to this audience as screen time is set to increase.

Black Friday, Christmas shopping, public holidays, time off, travel time, family group chat, dual screens, checking the cricket score, or on your phone while grandad talks about the weather.

Australians will spend more time on their screens from November through to February than any other time of the year, and building brand awareness of your project is key to staying front of mind for purchasers ready to transact in the new year.

82.9% stated Yes, they would be looking for or researching property over the holiday period.

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Best practices on how to best to engage with buyers over the holiday period

Hero assets and bite size consumables 

Take the hero video, brochure, article, testimonial or alike and think about how you can tailor it to a range of formats. Greeting new variations is a quicker and leaner way to expend the value of those hero assets.

Add Value

No one wants an email that says “Merry Christmas, Happy New Year and here are our closure periods over the holidays” alone.

Think about how value can be added to those communications. Provide a summary on the year that was; share an update on a milestone to look forward to in the New Year; share a top piece of news from the year; provide  helpful advice on how to make the best of the holiday period :D

Long Form Storytelling

While much focus has been placed on shorts, reels and tiktokest formats, it is just as important to have substance available as people go deeper into research mode. 

When buyers have the time and head space they expect to be able access greater detail on demand. Editorial, blogs, interviews, ‘About Us’ pieces, these formats that deeply communicate and greater understanding provide confidence and trust to build.

Utilise Video 

Video is a great extension of those long form pieces of content while benefiting from being a much more frictionless way to communicate a volume of information in a short amount of time. Whereas longer pieces to read, like this, require a level of investment from the reader whereas a targeted video can be opportunistic. To get it in front of the right people it is then just a matter of holding their attention.

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Do you have a New Development? Interested in an overview on Urban's audience and services?

The Urban team are happy to help you with the most relevant next step for you:

1. Book a quick video meeting
2. Request a Buyer Demand analysis for your project
3. Collaborate with our news to be the industry expert