Marketing and Architecture are both based on fundamental principles and share a common objective: 

Make something the customer will buy and enjoy. 

Architects and builders apply the same basic principles of physics, statics, and construction bidding & scheduling to shopping centers, restaurants,  office buildings and condominiums.

Marketers apply the same basic principles of positioning, media planning, creative concept, and execution  to the brands that occupy those spaces.

 

Real Estate marketing does differ from all other marketing efforts. The objective is usually to sell out a project a soon as practical, rather than build sales of a product or service over time.  Otherwise, selling condos is the same as selling candy.

In this project we want to sell out ASAP.

Six Simple Questions.

1. Who are we talking to?  

2. What's on their minds? 

3. Why are we different?  

4. How do our differences benefit the customer?  

5. What objections should we anticipate?  

6. How will we measure results?

We ask the same questions for every product or service we sell.  Here are plausible answers for a typical downtown condominium project.  

Who Are we Talking to?

Homeowners.
Seasonal Home & Condo Owners.
Tourists/First Time Buyers.
Corporate Investors.
Brokers & Agents.
Friends & Relatives.
Politicians & Planners.
The Business Community.

Who Are We Selling To?

Active Buyers.
Active Shoppers.
Curiosity Seekers.
Think About Its.
Third Party Endorsers.

Target Audience:  Persons 35+, $150K+ HHI.

Possible Qualitative Audiences:

Young corporate urbanites 35-45, $150+HHI.

Empty nesters 45+, $250K+ HHI.

Retirees 65+, $500+ Net Worth.

The City wishes to achieve diversity in the downtown population and wants all three groups.  Marketing suggests we concentrate on young urbanites and empty nesters and try to attract a few retirees. 

Enjoying Life!

Family.
Sports.
Attractions & Beach.
Theater & Music.
Shopping & Dining.
Travel.

Working.

Careers.
Sales.
Meetings.
Commuting.
Time.

Moving?

Downsizing. 
Upsizing. 
Vacationing. 
Relocating to ___.

Investing...

Risk/Reward.
Supply & Demand.
The Economy.
Interest Rates.
Current Prices.
Future Values.

Why Are We Different/The Same?

Physical appearance, floor plans, amenities, trim.
Near future downtown activities.
Overlooks the (river, lake, park).
Central location convenient to everywhere.
Highest priced condo in town?

How Do Our Differences Benefit Our Customers?

Size. Space. Privacy. Comfort.
View. Exclusivity. Proximity.
Lifestyle.
Economic Growth.
New Downtown Caché.
Investment potential.
 

What Objections Should We Anticipate?

Absolute & competitive price
Two year wait.
Not near my work.
Better deal down the street.
Don't like spaces & trim details.
Historical downtown dowdiness.
Possible coming condo glut.
Rather be in  _______.
Never heard of this company.

How Will We Measure Results?

Brand Awareness

Phone Calls & Web Hits.
Buzz.
Referrals.
Broker Inquiry.
Press Mentions.

Site Traffic

Ups (Walk-ins).
Qualified Presentations.
Decisions.
Options / See & Buys.
Sales.
Sales Velocity.
Marketing Cost Per Sale.

BRAND PROMISE

Logical analysis of the answers to the basic questions can lead to any number of plausible Positioning Strategies for a brand.

"Now you can _____________, because_________."

Here are Seven Generic Strategies.  (The View, Details, Downsize, Downtown, Fun, Growth, Investment.)

Any of the seven would suffice if time was not an issue.  However, close scrutiny suggests that a Fast Sell Program requires more than a generic Brand Promise.

next

FSP-Intro   Competition   Planning   Seven Strategies   The Correct Position
Start Up   Start Up II   Start Up III   Month One   Day One   The Name    Brand Intro
MCPS Media Plan   Collateral   Floorplans?   Trim Options   Wrap