Marketing property developments

2. Zoe Allen – Sales & Marketing Background
• 5 Years in Direct Sales – top 0.3% of the company
• Built and trained a team of over 1000 sales reps
• Business turned over > $2m a year
• Built a full service digital marketing agency: Website design & build / FB
Ads /Google Ads / SEO
• Trained estate agents to use FB to attract vendors
Evan Maindonald
• Grew up in NZ – degree in Computer Science
• Worked in Technology and Telecoms, MBA at IMD in Lausanne in 2000
• Bought first property in the UK in 1994
• Over 25 years experience in property - writing a book
• Founded MELT Property in 2002 - 18 years, over 100 properties, £22m
• Develop to Sell/Develop to Rent

3. • Formed in 2002 - originally focused on residential development
• Rebranded to MELT Property to reflect focus on commercial projects and Hotels/Aparthotels
• Three current projects – over £60m GDV, £8m+ in equity
• Formed partnerships with Private Equity Fund, delivery partners – key to growth
• Current project pipeline circa £150m; aiming to reach over £250m by the end of 2020.
• Design led philosophy – use inspired contemporary design to optimise value and ensure best use of sites

6. • Preparation - plan and build interest before launch
• Build a marketing machine that enables you to turn up the volume of leads as required
• Work out conversion rates at each stage to determine how many leads you need
• Secure demand before releasing each plot – create competition from buyers
Market by provoking thought – Get inside the reticular activating system filter (R.A.S.)
• Give buyers that lightbulb moment that starts their research process
• Majority of buyers research their decision from 6 months to a week beforehand
• Get people’s attention by delivering value to them
• Entertainment + Education = Engagement
Brand = Attention = Value

8. • Location
• Age
• Interested in Zoopla / Rightmove
• Potential Profiles:
• Families
• Young Professionals

9. • Scalable Process
• Pillar to Micro Content

11. Buyers are not purchasing a house, they are purchasing a lifestyle.
You need to help them realise that your development fits their dream
In order for buyers to do this, they need 7 hours, 11 touchpoints, 4 locations to achieve a Moment of Truth
Critical that there is enough content available to enable customers to reach their Moment of Truth
• What do people find when they Google you ?
• Brand = Attention = Value
Pre-Internet – Customer Journey
Customer Journey in the digital age

12. Case Study – Lime Grove
Mr & Mrs Smith
• 35 – 45 years old
• Second home – agreed sale on theirs
• 2 children
• Dog
• He works in Bristol needs access to M5
• She works part time from home and looks after the 2 children
• It’s important for the family to be close to school and countryside to walk the dog
• Need a bigger house for the growing family
• Would like somewhere for their parents to live when they get older

13. LANDING PAGE & FB ADS STRATEGY

14. LANDING PAGE & FB ADS STRATEGY
www.limegrovegloucester.co.uk
• Work out conversion rates at each stage to determine how many leads you need
• Build a marketing machine that enables you to turn up the volume of leads as required
• Cost per conversion (brochure download)
• How many brochure downloads = 1 viewing
• How many viewings = 1 reservation

17. • Agent vs Salesperson –
• Agent: 1% of £7m is £70K
• Sales person: £20k for 10 months, (includes commission)
• Need a Sales Bible which includes:
• Site Plan
• Layouts
• Conveyance Plan
• Specification
• External Materials
• External Works
• Postal
• Predicted Energy Assessment (PEAS)
• Kitchen Layouts
• Management Company information
• Reservation Checklist
• Reservation Forms

19. Advertising no longer works – to earn attention, you must deliver value
Brands that can connect with customers in a genuine way will win