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Real Estate Development Marketing
A Specialist Article For Those Interested In Real Estate Development
From the desk of Colm Dillon ...
"Residential Development Made Easy"
Real Estate Development Marketing!
Anyone can spend money. It takes a good manager to spend it at a predetermined rate in line with a planned 'cash flow.'
So this topic is very important. People think Development Marketing is all about putting an advert in the paper, designing a brochure and following up the agents ... I don't think so folks!!
Marketing starts before you buy the land.
The location of the land impacts on marketing. Is it a desirable address? Is it in a prestigue location? What market sector of the buying public are you aiming for? Does the site have local prominence? Does the land have quality houses around it?
All of these questions impact on your marketing plan, the home designs you select, the costings and untimate sales prices.
So if marketing starts with the land selection, it logically then goes on to the
Marketing is no more than the presentation of your finished product to the
One kind of marketing style that is a failure as far as I am concerned is the one that is based on the "Numbers Comparison." I am sure you've seen the on site project boards.
Our house has 5 of these, and 6 of those ... when that guy's house only
Understand this: People SELL for Money ... People BUY with Emotion.
If they don't feel good in your place, it does not matter if you give then 12 of these and 20 of those ... OK?
I have always DEVELOPED and MARKETED on the basis of appealing to the human senses of See - Feel - Touch - Smell & Sound.
I transfer all those into my designs, because I am designing and building for
So as a buyer, if a house looks good when I drive up to inspect it, I am favouable disposed to buy before I open the garden gate.
When my feet touch the pathway/ entrance foyer and see the lovely landscaping my desire to buy is enhanced.
As I enter the house and feel the ambience of the house envelop me I
When I smell all the new house smells, it translates into 'fresh' 'clean' 'new' and who doesn't want to buy fresh new things.
When I close the door of the house I enjoy hearing the sound of silence, which is conducive to rest and recuperation after a hard days work.
Think about how you respond to each house you inspect as you go about gaining market knowledge. Do you see, it does not matter how many 'bibs & bobs' the place has ... if they don't feel emotionally comfortable in the place, they won't BUY!
Can you see why this is my number one topic?
So naturally I write about it a great deal in Residential Developmemnt
So now you have some idea why marketing starts as soon as you open your 'baby blue eyes' every morning ... marketing is a direct reflection of who you are and how you expresss yourself in creating beautiful livable space FOR HUMAN BEINGS.
The 'by-product' happens to be 'money.' And if you do it very well,
Colm Dillon author of "Residential Development Made Easy" the only
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