Marketing and business planning will always give us a chance to review and then plan for the next 6 to 12 months.
But with these immediate challenges, it is also important to stop, review and where needed, tighten existing marketing strategies and outputs.
Ensuring these gaps are filled and doing the ‘one percenters’ could also make a real difference during these times.
The following are eight outputs to review and ‘one percenters’ that can be achieved. All of which will complement the new marketing initiatives that are being planned.
1. Brand check
We invest a lot of money and time creating brands. It is the soul of the project and should remain strong during these times.
- Do all stakeholders understand the brand and are brand custodians? Is a refresher needed?
- Is the brand remaining relevant to your clients? Do any adjustments need to be made?
- Is there consistency with the brand logo across all marketing and communications?
- How is the brand being communicated in the market place? Is it in line with the brand positioning?
2. Market analysis
Be confident in your market intelligence and look for gaps and opportunities.
- Review your primary and secondary catchment areas. Is there enough depth in the market?
- Does the product and pricing strategy compliment the primary and secondary catchment markets and client segments?
- Are there geographic locations that are opportunities to target with different products and price points?
- Do you speak regularly to your clients and also those who did not buy or bought elsewhere? What insights do they have about your project?
3. Competitor Analysis
Take note of what your competitors are up to in driving leads and conversion.
- What are your competitors doing with their product, price and promotion? What implications are there for your project?
- What does a gap analysis inform you about supply and demand? Are there product and price insights that can be taken advantage of?
- How are your competitors advertising and what are they communicating to their database and to the broader market? Do you understand their owned, bought and earned media strategy?
4. CRM
We know that a good database is gold. Are you maximising the potential of it?
- Are your client segments clearly defined? When was it last reviewed?
- What are your client’s purchase triggers and barriers? Are these still current?
- Has the purchasing journey been mapped for each client segment?
- What content has been created to support your client’s buying journey? Is there an opportunity for new content?
- Is there a lead nurturing campaign schedule / calendar in place? Is it executed on time and through the channels your clients relate to?
- Is there a referral and repeat sales programs in place? How successful has it been?
- Does your CRM system capture all the information you need to make informed decisions for direct marketing?
5. Signage
Signage is always towards the top of enquiry sources. Is it still driving enquiry?
- Is the signage being regularly checked for maintenance?
- Is the messaging relevant, timely and legible for passing traffic?
- When was the creative last updated? Does it need freshening up?
- Are external signage opportunities being investigated and acted upon? Is there a nominated person to undertake this investigation and associated negotiations? Has budget been set-aside for it?
6. Marketing and sales environment
First impressions count for everything. Is your marketing and sales environment inviting and providing the best client experience?
- Is the maintenance of the sales suite, landscaping and general appearance being monitored and managed?
- Is the sales track logical and relevant for clients? Is the point of sale up to date?
- Is the quantity of the take-home marketing collateral sufficient and the quality matching the project brand positioning?
7. Messaging
Are you communicating the right messages at the right time to the right people?
- What makes the project great? Is this being communicated in the best possible way through all the marketing and sales channels such as database communication, advertising, social networks and public relations initiatives?
- Have specific messaging been created for each client segment?
- Do you have current client testimonials and how relevant are they in assisting sales? Are the messages complimenting the brand proposition?
- Are external stakeholders providing testimonies and content to underpin the project brand messaging?
8. Communications Strategy
Having a structured communications strategy will provide confidence that you are maintaining a consistent presence with your clients and the marketplace.
- Do you have a communications calendar for the database, media and social networks?
- Review what channels have worked best for each client segment. What channels have worked best for both leads and conversion?
- Is the marketing budget aligned to the channels that have brought conversion?
- Do you have distinctive communications for owned, bought and earned media channels?
Sometimes it is just the small things we do that create opportunities and repeat opportunities. It is about creating the best client experience from the moment they start their buying journey through to the sale and then post sale.
These are just a few thoughts to keep the momentum going while planning your next campaigns.
Similar to this:
Eight tips for a property communication strategy
Seven best practices for a great property marketing plan
10 things to consider with a property development signage strategy