Real estate marketing programs work on 3 levels. Level 1 -the “Finance Guys” really care about. Levels 2 & 3 -various marketing agencies hold passionately close.
That said, to maximize marketing ROI today – all 3 levels need to be performing together & firing on all cylinders. That’s what we do.
Level 1 : UNDERSTAND | Research & Business Goals
1 For finance, we get into the technical with revenue scenario analyses optimized for projected community demand and effectively phased land development costs. We also analyze abstract and new land use concepts for revenue impacts.
For marketing, our research initiatives focus on customers, competitive market, trends and marketing results to make effective decisions. (detail below)
Level 2 : DIRECTION | Brand Experience Foundation
2 Having clear direction for Brand Experience, Personality & Promise has been mostly ignored in real estate marketing and the building industry – a huge mistake.
HM-2′s Brand Definition process shows brands how to intentionally earn positive brand equity while being personal, relevant and genuine in social media and beyond. (detail below)
Level 3 : DELIVER | Remarkable Performance
3 HM-2 re-builds marketing machines to work exceptionally well and maximize return. We leverage technology with best practices to take marketing beyond formulaic and into the realm of truly interesting for customers. We can handle a marketing initiative for you or an entire community program. Let’s talk about where we can help.
more on research…
Rather than get into the “nitty-gritty” that only a research geek would enjoy, below are some actual questions that we’ve answered…
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The answer was yes based on geo-demographic & local area trends. Also, here are the most likely buyer segments, product concepts that would work for them and initial positioning to differentiate the community in the submarket. Result: The place was an incredible home-run and still is.
The answer was first to have the researcher clarify the report slightly and confirm that some recommendations were new concepts in the region with higher market risk. Next using projected demand for each use and refined study assumptions, we developed revenue-optimized concept land plans with detailed absorption scenarios for all villages for the life of the property.
This allowed: 1) the Owner to see how the land would come to market over time; 2) the costing team to phase development costs and 3) the finance team to generate various optimized proformas that were realistic. Result: After a two-year stall on what to do with this complex 1500 acre parcel, the landowner has set a direction and is into pre-entitlement.
Reviewing provided brand research on the city, the new area, and the developer, we analyzed several naming approaches for strength and weakness. We provided a recommendation based on findings and the ability to add cache to the name subtly communicating that the new community was rooted in the existing city, but a more evolved version. Result: pending.
After a brief review of their analytics, online program (website & social), and provided reports, the answer was, “You’re right. Here’s how the data shows the underperformance and six things we can do to improve your results”. Result: pending.
more on brand definition…
HM-2′s Brand Definition process brings consensus to a team of “who their brand will be and why it is relevant”. It defines the brand experience focusing efforts to deliver consistently and remarkably. It gives the marketing team a framework to be creatively interesting in how they demonstrate and share the brand in social media, on-line and in real life. After all, people like to engage with and share interesting things, rather than “sales pitches”.
Logistics: The typical Brand Definition process runs about 5-8 weeks and involves background research, site visit, key team member interviews, and 1-day collaborative workshop. Deliverables: Brand Experience Study with Brand Promise and Guidelines. Cost: Varies with research needs, team size and collaborators selected.
(the real deliverable… design & marketing teams that don’t waste time & money “winging it” . )