Does anyone work in property marketing?

[Eflatmajor]

I’ve got a 2nd job interview next week for a middle management marketing role. For the interview, I’ve got to prepare a 20 minute presentation (eek) on how to launch a residential property development.

Before I get started, does anyone have any pointers? I can write a plan no problem but not familiar with the ins and outs of launching new homes. Can anyone help? I REALLY want the job!

Thanks.

Bumping this!

Can I suggest that you look at how to promote community, neighbourhood and place making.

Look at Poundbury for example.

Resi is not just houses now, it’s how we live, who we live with and building communities.

Don’t try and flog homes, however nice they are, focus on the things we all want from our communities - shops, schools, leisure, beautiful environment, travel networks and most importantly: other people we want to be around.

Thanks PenguinRoar. That fits in well with the brief they’ve given me. It’s very much about placemaking and creating a sustainable community. One thing though - I’m a bit confused by the timings - how soon would the launch be once construction starts? Obviously it’s going to take time for the homes to be built, but they’ll want to sell off plan. If construction starts September next year, would it make sense to launch in the spring? Or would it be earlier than that?
Thanks for any advice you can give.

I used to work in property development. We sold off plan up to 18 months before hand but all developments vary.
Focus on local areas, is there an outstanding school? A bit of green in front of the houses where people can imagine their children playing? (Makes people think safe, friendly, child focused)

USP mentioned constantly (outstanding school, city centre location, river views etc) we always had a slogan.

Email campaigns, rightmove / zoopla adverts, website front pages, leaflets. Marketing suites with a sales office on site.

Floor plans with different homes for different people. ‘Homes for hosting’ ‘homes for retiring’.

FIrst time buyers were the focus of a lot of new builders, with help to buy for new builds. Starter homes flogged, mention the ‘FTB’ price, so reduce price by 20% to show what they’d actually pay.

Not sure if I’ve actually answered your question but Good luck!

From what I've seen, some of the big firms have a "coming soon" type page on their website for sites that are in planning, so the marketing for the site starts early. Like this www.storyhomes.co.uk/land-planning/planning-applications/

I think the large builders work on about 26 weeks to build a traditional house, less for a timber frame one. So that's about how long it'll take for the show homes to go up. But if there are sites nearby by the same developer, potential customers can go there to view the show homes.

Agree about the community, but would also think about the brand. There's a lot of negativity about mass market homes, so countering that would help.

On one recent major development, we were on site for two years building relationships and community before the construction of houses commenced. In that time, it was all community focused marketing,

In the lead up to the first homes on sale, the homes based marketing started 3-6 months before.

Think signage, building wraps, marketing suite, neighbourhood Comms, and endless PR!

Thanks so much everyone - that’s all really helpful.

Large developments are launched in phases, so the pricing structure, specifications, infrastructure, needs to be taken into account.