Reaching the right digital audience in the luxury property sector

How to reach the right digital audience

To be effective in targeting the luxury property market online, you’ve got to know your audience and think carefully about the content they really want to see

It has never been more important to connect successfully with a digital audience. With so much online noise and competition for the attention of potential customers, it’s essential to engage on the right level. Authenticity is certainly key, as is telling a good story – but are there any other tricks that will help you rise above your competitors? From striking the right balance of online vs offline content to choosing the right social platform, read on for some dos and don’ts from the experts.

Capturing your audience in the right way

Discretion is always the watchword when dealing with HNW customers, who guard their privacy very closely. They also value efficiency, though, so digital channels are a good way to reach them remotely but quickly. There is clearly a delicate balance to be struck, therefore, between good communication and protecting people’s privacy.

“Think carefully about who you want to reach, who your target end consumer is, and what it is that they care about,” advises Tania Thomas, co-founder of London-based boutique PR agency Maison Communications, specialists in leading property, lifestyle, interiors and architecture brands. “They need to feel that they’re buying into something to be proud of, but that isn’t going to make them feel exposed. It’s possible to capture those audiences and show personality, but you need to do it in a really clearly thought-out way.

“For example, pictures of finished projects (if you can show them) can be a bit lacking in personality. So why not show the behind-the-scenes journey, the team and craftspeople involved in creating that interior? Perhaps a day in the life of the architect behind the project; or you could post about the location, the area and its history. All of this is enough of a teaser, without revealing too much. And don’t be afraid to share a sense of fun – this is something that gets overlooked in luxury, but a little humour and humility goes a long way.”

Striking a balance

Part of getting digital content right is not overdoing it, or putting all your eggs in one basket, as Abby Ghafoor – founder of Arc Management Consulting, an agency with over 25 years’ experience in creating a bespoke marketing approach – explains. “You need the right mix of online and offline marketing, particularly when you’re promoting a big-ticket item such as a luxury property. Use digital communication, firstly to attract potential customers, and then to keep them engaged and connected via newsletters and your social media feed.”

Abby maintains that targeting your audience via the right platform is very important – mass marketing is definitely out of date. For example, she says, Facebook is a great tool for reaching high-net-worth people who are over 40. They’re not going to be on TikTok, but they’re likely to spend time on Facebook at the weekend, so that’s a good place to market luxury property.

“Then, it’s time to go offline, by inviting the customer to an event and nurturing and building that relationship you started online,” Abby continues. “There isn’t an off-the-shelf formula for mixing between online and offline, but by knowing your customer and understanding their journey, you can apply the right marketing techniques for them.”

Using digital tools

As mentioned above, the first stage of selling a physical building is to use digital tools to engage your audience. Fortunately, technology is on your side to help make potential clients really see its potential, and that technology is moving forward all the time. The key is not to be intimidated by this, but use it to your advantage.

The first step is to engage a digital agency that specialises in the kind of technology that will help you to communicate your message successfully. For example, in the world of luxury property, virtual reality and gaming technology are the tools you need, rather than CGI, which has become rather old fashioned. These allow the user to explore the space as they would in real life, and in their own time. If you’re showing an off-plan development, by recreating it as a virtual 3D model, your prospective customers can fly around the whole development from the comfort of the marketing suite. This is a great sales tool, and a transparent one that gives your customers an authentic experience.

Appealing to the overseas customer

Whatever tools you’re using, knowing your audience becomes even more important when dealing with clients from overseas. Sally Maier-Yip is founder of 11K Consulting, a luxury PR agency that specialises in helping clients to reach Chinese audiences in the investment and HNWI industries.

“What works well for your market may not work for China, where the market is very different,” Sally cautions. “Make sure you understand what you want to say first, and then define your target audience. Are they the first generation of wealth, or the younger, second generation? These groups behave differently, digitally, so you really need to understand who you’re talking to. Then you need to find the right channel through which to reach them. And it’s important to remember that YouTube, Instagram, Facebook, WhatsApp, Twitter and Gmail are all banned in China, so it’s necessary to build a landing page or brochure in Chinese, and use WeChat, an app which is used for everything in China from booking a flight to accessing news.”

Sally also points out that you must understand the culture of your audience. “Chinese and Asian HNW individuals are super impatient, and they don’t want to be hassled because they’re being sold to constantly by so many people. Therefore, firstly make your content more educational or information based. For example, talk to them about what’s happening in London and the UK, or new trends. Position yourself as an expert, rather than someone who just tries to sell to them. And secondly, be practical – these individuals want to make a return on their investment, so make sure you’re upfront about what they might hope for, but, again, not purely in a salesy way.”

Which are the social platforms to use?

The various social platforms require both a different voice, and different content. “We’ve done some fantastic property viewings on TikTok, but to actually target the next generation who are using that platform, you need a totally different tone of voice to, say, LinkedIn,” says Abby Ghafoor. “Twitter is a good place to present your brand in terms of what’s trending in industry news – it’s also a good way to reach journalists. Then with Instagram, it’s obviously all about imagery and video content, so investing a lot of money on this content is key for Instagram.”

Communication experts across industries agree that using a mixture of content is important. So, you do need still imagery, but it should be combined with video, because people are now accustomed to engaging with moving content – whether that’s on Instagram, Facebook or LinkedIn. For example, you might mix images of an upcoming project with behind-the scenes footage, and video interviews with your contractors – this will give real depth to your brand. Just don’t underestimate the amount of time it will take to create this range of content – and to go on creating it. This investment is vital, however, to ensure your social channels reflect your brand in the best possible light.

What about using influencers?

“If you want to use third-party influencers in promoting your brand, it’s crucial they are aligned with your values and strategy, and share your tone of voice," cautions Tania Thomas. "We recently worked on a campaign where an influencer stayed in one of our client’s properties, posting while she was there and putting up stories on Instagram. As a result, our client’s following shot up six-fold. So, if you choose carefully and find a person who can be an ambassador for your brand, it can really pay off.”

People buy from people

Finally, if you want to build a brand, that brand needs to have a face – yours, as Abby Ghafoor explains. “People buy from people, and whether you’re an SME or a big corporate organisation, sharing the profiles of the people running that business will help to build relationships with your clients and future customers.

“This is especially important when targeting the next generation of property buyers. You might be developers, but are you also decent people, are you sustainable, are you authentic? They will base their decisions on whether to buy on the answers to questions like this. In today’s market, brands need to get personal, so it’s really key not to be shy.”