In the dynamic world of real estate development, success goes beyond bricks and mortar. It's about community impact, return on investment, investor support, and media buzz. However, before all of that, there's a key element often overlooked—a strategic communications plan.
Your real estate development is unique – and so it deserves a unique and customized marketing and communications strategy. But what does that really mean? Why is it actually important?
Communications begin the very moment the development becomes an idea. The strategy is simply not as effective if it starts at the end of construction. All of the communications efforts should begin during the proforma and planning stage, and continue all the way through the ribbon cutting, or ideally even after that.
From idea to impact, a cohesive and thoughtful communications plan addresses various factors, concerns, and components. It’s more than just a social media package, exterior signage, or a press release. It’s the entire holistic process, from A to Z. It’s a communications master plan that addresses the financial interests of your stakeholders, the potential concerns / pain points of the surrounding community, the relevant headline potential of the press and media, and the needs of the occupants in the building.
At project completion, your development will be not just recognizable but highly sought after, accurately branded, cohesive in its messaging, and, most importantly, poised for a robust return on investment.
So… what does a communications master plan look like for real estate developers?
Below is an example of a three-phase communications master plan that outlines the specific goals and outcomes for each. Specific deliverables for each phase will depend on the specific development project. If you’re interested in understanding more about this, or want to see how 30|90 can create a tailored plan for your specific development and target market, please get in touch! More information on our communications master plan can also be found here.
Phase 1: Proforma + Planning
GOALS:
- The proforma numbers speak to clear objectives, giving the public peace of mind and
ensuring an advantageous start to your development project.
- Your investors + stakeholders not only see your vision but share your vision.
OUTCOME: Establish credibility, formalize your vision, and develop messaging. Provide clarity, communication, and comfort to stakeholders and investors.
Phase 2: Design + Construction
GOALS:
- Your project sustains public engagement, fostering positive sentiments, and securing
collective community support.
- You maintain brand recognition and loyalty, even during the most tedious phases of
development.
- After project completion, your target market is eager to be first in the door.
- The press has ample time to prepare for quality coverage and news exposure.
OUTCOME: Implement a robust communication strategy throughout the design and construction process to enhance community engagement, maintain visibility, and captivate your target audience far before the project is completed.
Phase 3: Grand Opening + Outreach
GOALS:
- You can truly illustrate your vision in built form. Let the community experience it.
- Your financial goals and occupancy projections are achieved.
- You reap the highest possible return on your investment.
OUTCOME: Your development will be recognizable, highly sought after, accurately branded, cohesive in its messaging, and it will be yours. The final push, with every minutia having been considered and finessed.
