Real estate developers can prepare campaigns not only targeted to serve clients during this pandemic but also in the long-term. Here are some of the tactics that Lamudi highly recommends, which are categorized in short-term, mid-term, and long-term set-up: https://www.lamudi.com.ph/journal/brand-communication-strategies.

1. Developer Strategies:
Enabling Sales & Marketing
Teams
Staying Top of Mind Through Brand
Communications

2. Staying Top of Mind through Brand
Communications
1 Build Trust and Affinity
3 Rethink Marketing Strategies
It is important to employ 3 key strategies to stay top of mind throughout
a disruptive event such as this pandemic and adapt as the market
continues to rapidly change over time
2 Show Care and Empathy

3. Build Trust and Affinity
Customer Experience Channels
Short-
term
Proactively share what your business is doing to combat covid-19 by highlighting prevention measures in the
project: temperature check, regular disinfection of common areas, stores and merchants partnerships to
address basic necessities
Social Media Post
Social Media Live
Brand awareness Campaign
Video content: showing consumer’s
experience in the project
E-newsletters
Highlight COVID-19 updates on Corporate Digital Platforms Website
Social Media Page
Landing Page views campaign
Mid-term
Retrain Sales Teams to adapt during and after COVID-19 Online Sales Training
Assure existing consumers that their purchase/investment are being taken care of by providing recent updates
regarding the development of progress for example
Viber and Messenger Groups
E-newsletter
Property Progress Video Content
Video Content: Message from CEO to
Consumers
Provide educational content to help employees and customers as they deal with the outbreak Social Media Post
Social Media Live
Easy to digest video or animation
Influencers
Long-
Establish yourself as the brand of choice by showing quality and long-term benefits of your property Brand Awareness Campaign
Influencers

4. Build Trust and Affinity
Filinvest Land
Filinvest regularly creates informational posts to help inform
their audience and clients during this crisis.
They also use a variety of formats such as using social videos
and infographics to keep audiences engaged.

5. Build Trust and Affinity
Lamudi regularly publishes Journal articles to provide updates
on Real Estate. Various journal articles have been written to
share efforts done by partner developers about the Covid
situation, and share tips on future property purchase.
Lamudi Newsletters are also sent out directly to email
subscribers to highlight special updates on a specific property
or development.

6. Recommended Actions
Dos
● Talk about:
○ How you’re helping fight the coronavirus itself.
○ How you’re helping other businesses and
people.
○ Critical information people need during the
crisis.
● Create materials in multimedia formats: Infographics,
GIFs, Images, Short Videos
● Share materials at increased frequency via: Website,
Social Media (FB, Instagram), and Real Estate Platforms
Don’ts
● Pitch a sale at the wrong time

7. Show Care and Empathy
Customer Experience Channels
Short-
term
Provide online customer service through the use of digital platforms
Use words such as “ingat / stay safe” when replying to comments or direct message from customers, they will
notice that the developer care about their wellbeing
Social Media Direct Message
Social Media Stories
Direct Emails
In-House Sales and Property Management Team may check in on customers regularly Online Sales Training
Viber / SMS / Messenger
Direct Mails and Phone Calls
Sending out some free food & health care items (vitamins, alcohols, face masks) to existing customers and
residents to show that the developer care about the condition of their customers
Social Media Post
Website
E-newsletter
Mid-term
to Long-
term
Introduce a corporate social responsibility (CSR) initiative to fight COVID-19 together with the community, for
example:
Charity program for every reservation made, the 5% will go to hospitals to provide PPE for health workers
Social Media Post
Brand Awareness Campaign
Video Content: Documentation
regarding the charity campaign
Website
E-newsletter
Partner with financial services to provide ease during payment terms Social Media Post
Brand Awareness Campaign
Website
E-newsletter

8. Show Empathy and Care
Damosa Land
Damosa Land provided BPO workers working within the
Damosa IT Park 30 temporary residential spaces at their
Microtel by Wyndham Davao.
They have also held CSR campaigns, and using their networks
in order to provide essentials to their local communities.

9. Show Empathy and Care
Victor Consunji Dev Corp (VCDC)
VCDC started a donation drive to collect funds for the
Medical frontliners. They posted and shared this project to
various sites, the Lamudi Facebook Page included, to be able
to expand their audience and reach more people to collect
donations.

10. Show Empathy and Care
Lamudi Academy
Lamudi Academy regularly conducts trainings and workshops
to help equip and enable real estate sales people.
They recently offered new topics, like Creating Valuable
Conversations Online, to help the industry professionals
continue communicating with their clients, while still being
able to show care and empathy.

11. Recommended Actions
Dos
● Select an initiative that you stand for as a company:
What are the values that define you?
● Demonstrate your value proposition to your
stakeholders: remember to show, not tell!
● Communicate: Nothing builds trust throughout a crisis
better than a steady flow of information that keeps
everyone involved.
Don’ts
● Keep actions focused about commercial advantage or
profit.

12. Rethink Marketing Strategies
Customer Experience Channels
Short-
term
Adapt Social Media content to current topic and for property / project-related content Social Media Post
Real Estate Platforms
Digitize the consumer buying process by conducting virtual presentation or virtual tour Social media Post
Social Media Live
Video Content: Show Unit Photos,
Videos and 360 Virtual Tour
Listings on Real Estate Platforms
Collaborate with banks and other financial institutions to provide various payment options and make the Sales
Closing process easy for the customer
Social Media Post
Mid-term
Adjust promo based on current circumstances. For example:
● Pre-order Strategy: provide special discount if you buy now or refundable down-payment options
● Revamp payment method by giving more installment options
● Balloon payment, to let the customer pay only Downpayment and start the monthly amortization after
COVID-19 ends / after next year
● Online booking promo: Discount on Downpayment / Cash Refund
Social Media Post
Lead Generation Campaign
E-newsletter
Website
Brand Awareness Campaign
Long-
term
Maintain your brand image and build sustainable relationships with your customers by continuing your strategy
in the long term
Social Media Post
Brand Awareness Campaign
Lead Generation Campaign
Content Marketing
Website

13. Rethink Marketing Strategies
SMDC
SMDC repeatedly announces waiving penalties for delayed
payments on their channels.
Meanwhile, they have also been creative in their social media
content, sharing recipes and tips that their residents can use
while stuck in quarantine.

14. Rethink Marketing Strategies
ISOC Land
ISOC Land has launched a special pricing promotion to boost
sales for the month of April for their 2-BR unit in their I-Land
Residences Sucat project. The promo was also shared via
Social Media to give them visibility to their relevant audience -
the active property seeker.

15. Rethink Marketing Strategies
Real Estate Platforms
Numerous Property Developers are looking to expand their
Digital presence to reach more property seekers, and boost
their sales. One such platform is the Lamudi portal, visited by
around 2 Million property seekers every month - this is the
leading property portal in the country.

16. Recommended Actions
Dos
● Lean on technology.
● Select which channels to use wisely: There is no
benefit to using a channel unless it can actually reach
your target audience.
○ Facebook
○ Real Estate Platforms
● Customize content for each channel.
Don’ts
● Keep status quo
● Take on too much at a time: allow room for teams