Woven Agency: How to build a better property brand

 

In the past two years, technological and cultural shifts have changed the property market almost beyond recognition. As a property marketer, you need to know how these shifts are impacting your business and how you can respond to win the hearts and minds of buyers and investors.

In the below video, Woven’s Chief Growth Officer, Si Muddell, takes you through the key property marketing findings of the past two years — and explains how you can use them to grow your brand in the face of such seismic change.

 These findings include:

  • The innovation curve. How are you using technology to give your audiences what they want and stay ahead of the game?

  • The marketing flywheel. How can you turn people who don’t know your brand exists into long-term customers and promoters?

  •  Environment, social and governance. What are you doing to make your brand more socially responsible?

  • The covid catalyst. How do you take the digital changes covid has inspired and make them a fundamental part of your brand?

Click below to hear Si Muddell explain how to build a better property brand:

 In summary: 5 key takeaways for your property brand

1.     Really know your audience: 

Buying a house is one of the most emotive and considered decisions a consumer will ever make. By truly understanding your audience — their pain points, challenges, aspirations — you can win trust with them, so they choose you for the biggest purchase of their lives, instead of the competition. 

Remember, too, that customer journeys vary significantly, so you need to ensure the right message is delivered at the right time and in the right place for each of your buyer personas.

2.     Create seamless experiences for your audience: 

Customers don't just enjoy seamless experiences, they expect them at all phases of the buyer journey. There’s a huge opportunity for property brands to make their offline and online marketing work together to build awareness, create trust and maximise conversions.

3.     Reduce friction between sales and marketing: 

Every business should have a central CRM system used by all teams. It should act as a contact history for your prospects and customers. It should help score leads, so you know which prospects to spend more time on. It should empower automated, triggered communications based on specific user behaviours. And it should help collate analytics data and forecast pipelines, so you always know how healthy a shape your business is in.

4.     Think about the flywheel:

Traditionally, the housing market spends big at the top and bottom of the marketing funnel. Property brands should consider spreading their budgets by investing in engaging content across the buyer journey — from strangers through to long-term customers and brand promoters.

5.     Behave as a consumer brand: 

Be distinctive, be memorable, be consistent. What is your brand known for? How is it different to the competition? Is it doing enough to grab people’s attention? Your brand strategy should be based around creating memorable content and on-brand consistency across all touchpoints, building awareness and trust, and ensuring a pipeline of prospects into your sales team

Want to build a better property brand?

 

For twenty years, Woven has combined strategic insight and creative intrigue to make brands work beautifully.  

If you’d like to organise a brand consultation with their award-winning team, visit wovenagency.com/contact — or email Helen Darlington, Woven’s CEO, at helen@wovenagency.com.

 
Priya Rawal