STEP 1: ANALYSIS
Analysis
  • Building
  • Immediate and wider surroundings
  • Interior, space: flexibility, quality of fittings, etc.
Benchmarking
  • Benchmarking against selected buildings and offerings on the market
  • Positioning property on the market
Market analysis
  • Tenant/buyer needs
  • Real estate market trends
  • Socioeconomic trends

At this stage, input from owners and estate agents is essential.

STEP 3: Definition of campaign and tools
Defining key messages and tone of voice, look and feel, creative concept, visuals Defining set of communication tools
Marketing materials
  • Brochures, flyers, books
Corporate stationary
  • Business cards, letterheads, envelopes, fax cover sheets, compliment cards etc.
Events
  • Estate agent events, PR events, openings
Digital media
  • Websites, interactive/iPad presentations, videos, radio spots
Promotions
  • Giveaways, mailings, telephone marketing, newsletters
3D-Tools
  • Signs and billboards, presentation rooms, outdoor media
Public relations
  • Press releases, PR articles, tie-ins, advertisements, fielding media enquiries
Public affairs
  • Communication with influencers, neighbours, pressure groups/initiatives

Collecting estate agent input on customer needs and expectations

 

STEP 2: STRATEGY DEVELOPMENT AND BRAND DEFINITION
 
Positioning
  • Definition of value proposition for tenants
  • Positioning property with consideration of relevant market aspects
  • Definition of communication goals and target group(s)
  • Development of communication and media relations strategy
  • Definition of brand properties, brand values, brand core
  • Branding, re-branding, multi-brand strategy

 

 

STEP 4: Execution
Executing the campaign and deploying communication tools
Process management and monitoring
  • Budget planning
  • Definition of timeframe
  • Coordination of involved parties
  • Monitoring and organisation of production processes

 

 

STEP 5: Growing your brand

Developing and growing your brand

 

  • Analysis of estate agent input; modification of communication strategy/tools (where necessary)
  • On-going brand management
  • CD/CI management
  • On- and offline public relations

Leveraging estate agent input