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Real Estate Development Marketing 101

8 marketing tactics to start incorporating today, regardless of what industry you’re in.

30|90 Marketing understands the significance of marketing real estate developments across every project stage. That's why we crafted the Communications Master Plan – a three-phase approach that captivates your audience, builds awareness, and sparks anticipation within your community! While your needs might vary based on industry and market sector, this article lays the groundwork to ensure your project touches all the key marketing points.

The first phase of the Communications Master Plan includes Pro-forma and Planning. This phase marks a pivotal moment to generate awareness about your upcoming development even before its existence. The primary goal during this phase is to establish credibility, formalize your vision, and craft compelling messaging. It's a time to offer clarity, consistent communication, and assurance to stakeholders, investors, and the local community. The public won't just see your vision; they'll embrace it and champion it.

Let’s look at the top 8 strategies for effectively marketing your new development, particularly during the initial Pro-forma and planning stage.

1.Establish Your Branding

The first step to creating effective branding, is to develop a logo that will showcase what you do, who you are an what you stand for. This is accomplished using carefully selected fonts, colors, and styles. Once you have your logo nailed down, the next step is to create a brand style guide to ensure consistency throughout all your marketing efforts. It is also crucial to develop your brand messaging voice and ensure it aligns with your vision and will resonate with your target audience. These components will persist throughout the project's lifecycle and, if established thoughtfully, will serve as the catalyst for success upon project completion and readiness for occupancy!

2. Develop a Website (or landing page!)

A website serves as an early credibility marker. It can serve as a “hub” to keep your audience updated on the progress of the development and what’s to come. Be sure to include an option for visitors to sign up for exciting updates, your newsletter, and special promotions. Pro Tip: Start with a landing page if details are still in progress. Use enticing "teaser" content like "Coming soon to the Lower Garden District! Sign up for our newsletter to stay updated on our launch date and festivities!"

3. Cultivate a Blog

Blogging throughout the planning and pro-forma stage provides many benefits. Blogs enhance SEO, attracting more visitors to your website. They serve as a platform to share industry expertise, establish credibility, discuss geographical areas and demographics, and provide updates about your development.

4. Create a Consistent Social Media Plan

Social media’s reach is unparalleled. Don’t underestimate the impact and power that it has! Before crafting content, develop a framework outlining what you want your audience to know, understand, and feel about the development. Whether sharing construction milestones, architectural renderings, personal stories behind the project, or informative posts, leverage various content formats (photos, videos, stories, reels) to showcase your development's value, engage your audience, and foster a desire to be part of your venture.

5. Send E-Blasts

E-Blasts are a great way to stay in contact with current and potential clients or customers. Use the signups on your website to build an e-mail campaign list. E-blasts or email newsletters should compile all your info together from your blogs and social media posts providing your audience with helpful information and keeping you top of mind!

6. Partner With Local Businesses

Engage with the community! Collaborate with local businesses and organizations to amplify your marketing efforts. Whether through joint marketing initiatives or special events, aligning with established brands builds trust and loyalty around your new development.

7. Harness Traditional Marketing

Traditional marketing still plays an important role in in any marketing strategy. Sending mailers, posting a billboard, taking out a radio spot are all effective ways to create awareness. You can also have branded promotional items to use as giveaways at special events but remember to choose promotional items that people will use, ensuring your brand visibility with each use.

8. Post Signage

THIS IS A BIG DEAL! People want to know what is coming! Don’t keep them guessing! Position signs with your finalized branding, project team, and renderings (if they’re ready) at the development site to generate excitement from day one.

30|90 Marketing is excited for the opportunity to share our Communications Master Plan with Developers of all scales, industries, and markets! Contact us to learn more and let us help you create awareness and foster success for your development, right from its inception.

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