vivain presentation
DESCRIPTION
Please find my presentation, which I presented at the VIVA IN property conference in Lisbon on 26th Nov. The talk was about \'people\' and the importance of reaching buyers with the right product in the right way. MARKETING MUST COME FIRST. We use FMCG/Consumer brand marketing techniques for property.TRANSCRIPT
DEVELOPING WITHRELEVANCE IN
TODAY’S MARKET
Brett Gregory-PeakeManaging Director
International PropertyMarketing Consultants
Engaged on projects with a combined GDV in access of $750 million
TOPICS
• Meeting the challenges presented by today’s real estate sector
• Managing buyer expectations
• Achieving sales
THE BIG ISSUES & THE SOLUTIONS
Investment capital – relevant product & pricing
Oversupply – meeting with demand
Cynicism – transparency & evolution
Profit – new sales & marketing solutions
NEW ROUTE TO MARKET
Supported by processInfluenced by intelligence
Step 1: FocusStep 2: Prep & planning
Step 3: Execution
STEP 1: FOCUS
• Establishing demand - what are people looking for?
• Understand the buyer and what motives them
• Don’t brand for brand’s sake – do you need one?
• Value engineering – be realistic
STEP 2: PREP & PLANNING
3. Strategy is key – plan the marketing process considering all elements
5. Stand out – don’t follow the crowd
7. Develop necessary & relevant marketing assets
9. Plan path to purchase – in market experience is crucial
STEP 3: EXECUTION
3. Create sales efficiency – consider less traditional methods
5. Legacy build – establish trust and credibility
7. Invest in new marketing tactics – digital etc
9. Get people to the site
MARKETING MUST COME FIRST
www.frankearnest.com
http://theoutstander.wordpress.com