This article is aimed at any branded developer’s marketing team who thinks that selling can be done via Classifieds and that this is a great strategy. This is from a potential buyer to your future project. Let me share with you a few reasons why a branded developer using Classifieds advert to sell property is foolish and should not be used or repeated at all.
Are you selling a low cost flat? If the answer is yes, then the cost must be kept extremely low. The buyers surely do not expect a booklet explaining the details of the project. Surely a one page leaflet with very small words explaining everything is enough. Based on today’s context, surely just advertising the price is enough to attract huge attention. When I published an article of a RM299,000 condo in Penang, within hours, I received 14,000 hits.
You have no budget? IF you are selling a condo and you want to tell people about ‘lifestyle,’ about ‘experience,’ about ‘luxury’ and every other usually associated words, then you have destroyed everything with Classifieds. Come on, to sell a project with a GDV of a few hundred million Ringgit, your budget is only enough for Classifieds? You have the budget, use it wisely. Selling is good but building that brand for future is also important. Ever wondered why certain branded developers are “followed” by their loyal supporters? You think their loyal supporters follow them because they are “cheapskate”?
One time and that’s it? If you are only going to do one project, sell, get profit and close shop, sure, use ANY media you want. If you are in this for the long term, please act like you are in this for the long term. To begin with, a fully functioning property site with sufficient information. People should feel confident of your brand. As a buyer today, I would not even visit any showroom for developers who does not have even a proper website. There are today hundreds of developers, the one who should worry is the developer and not the buyer.
Yes, I am just a nobody and you may be the ‘expert’ marketing team of a branded developer. So you are free to use Classifieds again and again since it can sell for you. I wish you all the best. Be reminded, selling is not just about finishing the units. It’s also about the right branding so that in future, your brand can carry premium and not be seen as the ‘cheap Classifieds’ brand all the time. Oh yeah, I would also NOT visit any developer who dares to post black and white advertisements in newspapers for their condominium projects. Happy selling.
written on 5 July 2015
Next suggested article: Perhaps marketing is getting more sophisticated
Leave a Reply