How to get ahead of the competition in a tough property market.

Author | Paul Skuse, Oakfield Design & Creation

Pre-marketing isn’t just about attracting potential buyers; it’s about nurturing relationships that will lead to successful sales as soon as you launch.

In today’s tougher property market, staying ahead is essential. Pre-marketing your upcoming property developments four to six months in advance not only generates interest and anticipation but also boosts your SEO and drives sales as your scheme is already ranked on page one of Google when your sales launch begins.

The SEO Power of Pre-Marketing: Beating the Competition in a Tough Market

In the fast-paced world of property development, timing is everything. In today’s challenging market, where competition for buyers is fiercer than ever, staying ahead of the game is essential. You’ve invested substantial resources in crafting exceptional properties that deserve the spotlight. But have you considered the remarkable benefits of pre-marketing your upcoming properties six months before they’re ready for reservations and purchases? Not only can this strategy generate interest and anticipation, but it can also supercharge your SEO efforts and create a powerful momentum that drives sales once your properties are ready to reserve.

In this article, I’ll delve into the advantages of this approach and how it can transform your property development sales.

1. SEO Supremacy: Planting the Seeds for Rankings
Search Engine Optimization (SEO) isn’t an instant success; it’s a long-term game that rewards consistency and quality. By starting your marketing efforts four to six months ahead of time, you’re essentially planting the seeds for strong SEO rankings.

Here’s how:

Content Generation: Pre-marketing allows you to create a wealth of high-quality content. From blog posts and articles to property descriptions and neighbourhood guides, you can craft a comprehensive library of SEO-rich material that Google loves. So, when it’s time to reserve and sell, your scheme is already on page one.

Keyword Dominance: With a longer runway, you can identify and target the most lucrative keywords for your properties. You have time to optimise your content and website to rank prominently for these keywords, ensuring you’re visible when potential buyers start searching.

Backlink Building: Building authoritative backlinks takes time. By initiating your marketing efforts early, you can organically attract backlinks from relevant sources, further boosting your SEO credibility.

Social Signals: Social media shares and engagement play a significant role in SEO. A six-month pre-marketing strategy gives you ample time to build a strong social presence and generate social signals that indicate your property’s relevance and popularity exactly where your buyers are looking.

2. Building Anticipation and Demand
Imagine this scenario: You unveil your scheme with a big splash six months before it’s ready for reservations. What happens? You create anticipation and excitement, start collecting future buyers’ contact details setting the stage for high demand once the properties are available.

Here’s how this works:

Exclusive Previews: Offer exclusive glimpses of your upcoming properties, showcasing their unique features and designs. Create a sense of exclusivity and desirability that motivates potential buyers to wait eagerly for the launch.

Early Bird Incentives: Provide incentives for early interest, such as priority reservations or special pricing. This not only incentivises potential buyers to engage but also creates a sense of urgency.

Engaging Teasers: Use teaser campaigns to maintain interest and engagement. Share regular updates about the development’s progress, sneak peeks of the neighbourhood, and engaging stories about the design process.

Email Lists: Build a robust email list during your pre-marketing phase. These subscribers are your warmest leads, ready to convert as soon as reservations open.

3. Leveraging Local SEO for Neighbourhood Dominance
Local SEO is pivotal for property developers. When potential buyers search for properties in a specific location, you want your developments to be front and centre. Here’s how pre-marketing supports local SEO dominance:

Location-Centric Content: Craft content that spotlights the area, nearby bars, restaurants, coffee shops, schools, parks, and lifestyle features. Google favours content that provides valuable information about the local area.

Google My Business: Claim and optimise your Google My Business listing well in advance. Fill it with rich details about your upcoming development, complete with high-quality images and reviews as they start coming in.

Local Citations: During your pre-marketing phase, ensure your business is listed accurately across local directories and review sites. Consistency in NAP (Name, Address, Phone) information is key.

Community Engagement: Engage with the local community through events, partnerships, or sponsorships. This not only builds goodwill but also increases your local visibility.

4. Nurturing Relationships for Sales Success
Pre-marketing isn’t just about attracting potential buyers; it’s about nurturing relationships that lead to successful sales. Here’s how this strategy supports relationship-building:

Lead Generation: Use your pre-marketing efforts to generate a pool of interested leads. These leads are in various stages of readiness to purchase, and your ongoing engagement can nurture them towards conversion.

Educational Content: Provide valuable content that helps potential buyers make informed decisions. Address common questions, concerns, and considerations related to property purchases.

Personalisation: Tailor your communications to individual preferences and needs. Segment your leads and provide them with personalised information and offers.

Feedback Loops: Encourage feedback and engagement. Use surveys, polls, and direct communication to understand what potential buyers are looking for and how you can meet their needs.

In conclusion, pre-marketing your upcoming properties up to six months in advance isn’t just a strategy; it’s a potent formula for SEO success and sales momentum. By leveraging this approach, you can lay the groundwork for Google page one rankings, build anticipation, and nurture relationships that lead to thriving sales. It’s not just about being ready for the market; it’s about dominating it.

So, why wait? Start your pre-marketing journey today. Complete the fields below or call me, Paul Skuse on 0117 959 6444.