How Property Entrepreneurs Resonate with Their Target Audience
Using Industry-Leading Branding
A Property Investor’s or Developers brand should represent its values, mission, and goals. It is the how and why potential high net worth investors will continue to engage with your company. Branding done well can (and does) align an organisation’s messaging, build customer loyalty, and raise ones profile. Keep reading to see how you can make sure your branding resonates with your target audience.
In today’s cluttered marketplace, it’s more important than ever for both property newbies and more experienced property entrepreneurs with a growing portfolio, to have a strong personal brand and company brand that resonates with their target audience. Your target audience could be estate agents, private investors, or vendors, but the prevalence of the need for branding remains…
This begs the question…what does it mean to have a strong brand, and how can you create one?
As a property branding and marketing agency rated No.1 in London (voted for by DesignRush), you could say that we’re in a good position to deliver the goods on this topic, so here are some tips on how to create an industry-leading brand that will resonate with your target audience.
DEFINE YOUR CORE VALUES
The first step in creating a strong brand is to define your core values. What does your company stand for? What are your priorities? When you know what you stand for as a company, it will be easier to make decisions about everything from your product or service offerings to your marketing campaigns. Your core values should guide everything you do as a company, so make sure they are clearly defined from the outset, and easy to refer back to in your marketing materials that you give to clients as part of your customer journey, maybe via a property investment pitch deck for example.
KNOW YOUR TARGET AUDIENCE
Getting to know your target audience inside and out is the next step. Think to yourself, what are their pain points? What do they care about? What do they want from a property company like yours? Once you understand what your target audience is looking for, you can start to craft messaging and campaigns that resonate with them on a deep level, breaking into their psyche to create a relationship for which they know you, like you, and trust you: the three fundamental elements of sale in the property industry.
Think to yourself: is your target audience struggling to grasp the money yielding potential of your investment pitch? Why is this? What can be changed in the look and feel of the opportunity and the way in which it is presented, in order to increase the likelihood of closing the deal?
All these questions need to be asked during the entire deal-building phase of development, so that no USPs are left out of the opportunity, and a conveyor belt of investors can be attracted as a direct result.
DIFFERENTIATE YOURSELF FROM THE COMPETITION
Now, this is the tough, but very doable part. There are property entrepreneurs every 10 yards you walk through the centre of London these days, so how can you differentiate yourself from the mass of property developers, investors, agents, and financiers that are out there?
In order for your brand to resonate with your target audience, you need to stand out from the competition.
What makes you different?
Why should people choose you over the other options in the property industry?
Make sure these answers are front and centre in all of your marketing materials. If you can’t succinctly answer these questions, it’s time to go back to the drawing board and ideat ways to deliver story-led content that tells your prospective client who you are, what you do, and, most importantly, why you do it.
SET A CLEARLY IDENTIFIABLE VISUAL IDENTITY, NOT JUST A LOGO
The property industry can often be the world’s worst for the ‘whack a logo on it…nice!’ regime that fails so many property developers, who struggle to raise the private finance that they really need to scale their portfolio efficiently and effectively.
Remember, your brand identity and brand guidelines serve as an exact visual representation of who you are, and, more importantly, who you serve and how you serve them. A property company that cuts corners in their branding will give off the very unfortunate and negative message that they do the same in their business deals – even if that is far from the actual case. It’s harsh but very true.
Why? Well consumerism is based upon primitive biases that need to be satisfied on first sight, or it becomes an uphill battle to convince your prospect otherwise.
In light of this, take a look at your logo, brand colour palette, typography, digital and physical promotional assets; do they position you in the way you want? Does your branding paint the picture of your professionalism and makes you stand out?
If not… you may need a specialist property branding and marketing agency to help you conceptualise your new look.
Building a strong brand is essential in today’s competitive property marketplace. By taking the time to define your core values, understand your target audience, and differentiate yourself from the competition, you can create a brand that will resonate with your prospective clients and shape the first impression that you really want. When done correctly, this will lead to more investors, more deals and better relationships. But moreover, it will generate better business results whilst positioning you as a turn-to in your niche. Check out our other blog ‘How to build your brand‘
Our Founder, Oliver James, is a great testament to this methodology, with him building the awareness that surrounds who he is, what he does, and why he does it, and picking up bookings as a keynote speaker at renowned property branding and marketing events as a result (Like Progressive Property, Rick Gannon and LNPG without naming names).
Building the right brand that positions you in the best way, which also resonates with the right people is the secret key to either fast tracking your newly set up property business or growing your business to the next level.