A Synopsis on Real Estate Marketing & Branding
Real Estate Marketing & Branding.
Contents:
1. Real Estate Industry Branding.
2. Marketing Communication.
3. Customer Relationship Management.
4. Communication Points for Redevelopment.
5. Name Game in Real Estate Industries.
1. Real Estate Industry Branding
Same Basics, Different Dynamics:
The branding basics applicable to the real estate business are no different from branding in any other sector. The principles are the same, even if the applications are more specific and following the special dynamics of the business.
I am starting with the basic concept of branding; it all boils down to that relationship at a human level between the brand and customers. It is about that trust, connection and affinity that the brand can establish and grow among customers and the general public in a certain markets. How to establish this connection, grow it and sustain it through time and geographies is all about the rules of good branding strategies for realty market. I am describing it through following points.
The Creation of Value:
The principle of “value creation” for customers and consumers is widely understood in the business and branding arena; however, the applications of this basic principle in a category like real-estate are quite complex.
We can say that value creation in real estate is a process that is a function of time, the number of projects, customer satisfaction, successes and also failures. While continuous successes and growing satisfaction will make brand value grow exponentially; one single failure could be detrimental to the build-up of brand value and can hinder the whole process. One key advice here is to be brand focused and transparent; if the focus on the brand will help building the value and spreading it across projects and markets, transparency will buy the company some forgiveness if anything went out of control in any project or operation.
The Transfer of Value:
Real estate brands that have managed
Contents:
1. Real Estate Industry Branding.
2. Marketing Communication.
3. Customer Relationship Management.
4. Communication Points for Redevelopment.
5. Name Game in Real Estate Industries.
1. Real Estate Industry Branding
Same Basics, Different Dynamics:
The branding basics applicable to the real estate business are no different from branding in any other sector. The principles are the same, even if the applications are more specific and following the special dynamics of the business.
I am starting with the basic concept of branding; it all boils down to that relationship at a human level between the brand and customers. It is about that trust, connection and affinity that the brand can establish and grow among customers and the general public in a certain markets. How to establish this connection, grow it and sustain it through time and geographies is all about the rules of good branding strategies for realty market. I am describing it through following points.
The Creation of Value:
The principle of “value creation” for customers and consumers is widely understood in the business and branding arena; however, the applications of this basic principle in a category like real-estate are quite complex.
We can say that value creation in real estate is a process that is a function of time, the number of projects, customer satisfaction, successes and also failures. While continuous successes and growing satisfaction will make brand value grow exponentially; one single failure could be detrimental to the build-up of brand value and can hinder the whole process. One key advice here is to be brand focused and transparent; if the focus on the brand will help building the value and spreading it across projects and markets, transparency will buy the company some forgiveness if anything went out of control in any project or operation.
The Transfer of Value:
Real estate brands that have managed