Why personalisation is key for property marketers

Published by

“When it comes to video – and pretty much everything else – the more personalised the content, the higher the chances of conversion.”

John Rampton, entrepreneur.


What is personalised marketing?

Personalised marketing is the creation and delivery of messages tailored to individuals, specific companies or tightly defined personas, through research, data collection and marketing automation.

It aims to create better engagement and to provide a more relevant customer experience by communicating to them as individuals instead of less-defined groups.

Personalised marketing is an integral part of an account-based marketing strategy, which puts great emphasis on attracting a small number of high-value clients through highly personalised communications.


Benefits of personalised marketing

There are a number of key benefits of personalised marketing. It puts you in your customers’ shoes. Too often brands think about what they do from their perspective, not from their customers’. Their messaging is usually focused on what they sell rather than what the benefit is they provide.

Personalised marketing forces you to think about what your customers want and the problems they face – and then challenges you to provide content relevant to them, not content that’s about you.

In turn, this drives a better customer experience. Personalised marketing allows you to focus your marketing efforts on small subsets of people. That means you create content (from blogs to social media copy, video to email) that resonates strongly with your target audience and that actually helps them. As a result, you become a voice – and a brand – to trust, standing out from the countless others who say they put the customer first but, in reality, don’t.

It also means fewer wasted ads and less time and money spent down blind alleys. Remember, your content should be about relevance, not reach.

Increasing revenue. Thinking like your customer, understanding their pain points and creating content that resolves their problems makes you an alluring brand for your target audience. And by underpinning your personalised marketing strategy with best CRM practice, follow-up communications and marketing automation, you’ll be in a better position to land those high-value clients and drive revenue.


How personalised marketing is right for property marketing

Personalised marketing is a highly appropriate strategy for high-purchase price industries. Which means it’s the most appropriate strategy for property developers and real estate agents – because they deal with the biggest purchase of all.

People want to buy homes for all kinds of reasons: a growing family will necessitate a family home; an older couple might need to downsize; a job might require a relocation; a young family might choose to be nearer better schools; changes to financial circumstances might mean buying bigger or smaller.

With a myriad of motivations behind property buying and selling decisions, property marketing that solely relies on generic mass-marketing are missing a very important trick – that of getting personal with your audience.

The advert (or email, banner ad… whatever the type of communication) that appeals to the retired couple won’t appeal to the bachelor, the young family or the power couple. And yet property marketing teams are often faced with the challenge of selling homes that appeal to all of these audiences (and more) within the same development.

In situations like this, it’s time to get personal.


Applying the personal touch

The first thing property development marketing needs to do when carrying out personalised marketing is to determine their buyer personas. Who is their target audience? What are their desires, fears, paint points? And how can they solve them?

With numerous types of homes that appeal to numerous types of people, a property marketer needs to build a persona for each ‘ideal’ customer they sell to. So, they might have one for Retired Richard, Batchelor Betty and Family Man Fred. (The only requisite for a buyer persona is that the name must alliterate…)

For each of these, a list of demographic and career details (age, sex, family status, job title, salary) along with their motivations and dreams will help you create personalised communications that speak more directly to your personas and encourages them to engage with what you have to say.


Different strokes for different folks

Of course, what will interest a 70-year-old couple looking to downsize might not appeal to a 30-year-old first-time buyer. So whilst your traditional marketing communications – TV, radio, press, billboards – can sell your top-level brand, your targeted (digital) marketing is your opportunity to specialise your messaging on a granular level.

Using your buyer personas as a guide, you can run multiple, side-by-side campaigns that speak to your various audiences, extolling the virtues of your homes in ways that means most to them.

Got an Ofsted outstanding-rated primary school nearby to appeal to your young family audience? Then team up with the headteacher and shoot a short video that sells the school – which in turns helps sell your homes.

Are your homes just a stone’s throw from sexy city living? Then a placemaking strategy on your social media channels, combined with a regular What’s On blog on your website, can paint your properties as the hottest tickets in town.

Are your two-bedroom apartments perfect for older couples whose children have flown the nest? Then sell the fact you’ve got all the space they might need – and more – and a host of related amenities and events on their doorstep. Three-dimensional tours of the properties showing how spacious they are, as well as video interviews with other buyers, would be a great way to get this across.


Don’t forget the data

These campaigns not only help raise your brand awareness, they’re also a useful way to stimulate customer interaction and generate customer data.

Landing pages come with contact forms that helps generate qualified leads. Active social media channels generate engagement that allow you to respond on a one-to-one basis. Competitions (“Win an interior design package for your new home) and financial incentives (“We’ll pay your stamp duty”) are other great ways to generate interest and gather customer data.