As branded residences increasingly become the norm rather than the exception in many markets, today’s discerning buyer needs to understand how one brand will benefit his or her lifestyle and investment ambitions over another. With so many companies from an ever-widening spectrum of sectors now active in the branded residence arena, relevance, differentiation and targeted promotion are crucial.
Our in-depth understanding of the branded residences market, combined with first-hand experience of working with luxury developments around the world (often involving a branded residential component), continually reinforces the importance of differentiation. Our team will be pleased to help you to create a distinctive positioning strategy and ensure that your project stands out from the competition – for the right reasons – and drives sales.
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Branded Residences: An Overview report
What the Experts Say
”This publication is arguably the most comprehensive dissertation on the topic we have reviewed. We strongly recommend that you have a look at it.” Baker McKenzie
”The ideal guide to branded residences – essential reading for anyone wanting an independent view.” Richard Bursby, Taylor Wessing LLP
”A really good and comprehensive report.” Tea Ros, Strategic Hotel Consulting
”The most comprehensive publications on this fast-growing sector, covering a wide range of topical issues and considerations. A must-read for any real estate developer or investor.” Daniel von Barloewen, Regional Vice President, Accor One Living
”A master at corralling the trends within the branded residential sector.” Ben Martin, HKS Advisory
”Essential reading.” Felicity Jones, Watson Farley & Williams LLP
We have a wealth of experience in planning and managing campaigns for global real estate projects of all sizes, types and locations, so we are flexible enough to become involved in a project at any stage of its marketing cycle.
- Assisting developers with researching and preparing detailed marketing plans
- Branding and nomenclature
- Defining USPs and positioning
- Global media strategy (online and offline)
- Lead generation and brand building campaigns
- Events and launches
- Marketing audits (usually for projects where sales have stalled, to create fresh marketing impetus)
- Working with partner agencies
- Budgetary planning
- Project launches, events and roadshows
- Sales support
You only get one chance to make a good first impression, so expertly-prepared marketing collateral is an investment that pays for itself many times over.
The prime purpose of marketing materials is to sell your real estate when the sales team is not there to sell. It must therefore work remotely and take the reader through a positive journey. It needs to tick many boxes in the reader’s mind so he or she thinks: “Yes, I really want to find out more about this development”.
All elements should be designed to bring the development to life on page and screen, so that potential buyers can truly sense the living experience and lifestyle on offer. This is what motivates them to enquire and, ultimately, to visit.
It is also highly likely that buyers are looking at several competitive real estate developments, so it is essential to ensure that your project stands out in their minds – and for the right reasons!
Our Media Team methodically researches, plans and manages every lead generation campaign, tailoring it to specific audiences, budgets and sales targets.
Above all, we know it is all about delivering results to drive sales. This is why senior members of our media team constantly monitor, review and refine every campaign, to ensure that it delivers optimum budgetary performance and ROI.
With considerable experience of managing lead generation campaigns around the world, we are very familiar with the plethora of online and offline media channels and routes to market, so we know how these may best be employed individually and collectively to achieve maximum impact for clients.
- Highly targeted integrated campaigns spanning multiple channels and markets
- Access to multiple digital and social media platforms
- Behavioural, geographical, demographic and contextual targeting
- Highly discounted media rates (always passed on to our clients)
- Campaigns may be turned up, down or off at any time according to market conditions, performance and lead flow, giving clients total flexibility and budgetary control
As one of the UK’s most active real estate marketing specialists with dedicated in-house media and planning teams with decades of collective global experience (and many industry awards), we would welcome the opportunity to discuss your next campaign.
