The fundamentals of creating a great buyer experience

Peter ChittendenNovember 17, 2013

While we may all currently have lots of buyers eager to enter the market, with many being repeat buyers and investors, I think it is important that we keep a firm eye on the buyer’s experience. Sales and marketing centres and public relations are just two key steps in the buyer’s journey and with both there is increasing complexity in how these assets are employed.

Public relations

Starting with PR is a somewhat brave step and the distinction between PR as a freestanding way to reach consumers, and the rise of digital and social media is forging some changes. However the value of PR is still a vital part of the network of information that informs our market – an indispensable ‘touch-point’.

In a time of media and content saturation, there is an important role that public relations can play, a role which now needs to be very agile and extending way beyond the press release because instant content may well overtake the best laid plans.

However despite this across all aspects of project marketing the use of public relations has always been an essential tool and can, and does, pay great dividends, partly because of the endless quest for content.

While advertising will always be central be it old or new media, the influence of public relations can drive exposure in a way that some, but not always all, buyers will see as more independent because editorial content is less sales driven.

Public relations can be used in many varied formats to give more details of what a particular project offers and also how various projects compare with each other and the general market. Now most buyers can go online and get what might appear to be endless commentary, and the reality of this very fact increases the need for content to be well constructed and expressing varied points of view. It can be a great tool to get detailed attention for a particular aspect of a project that would otherwise be harder to communicate.

Reaching a wider target

Public relations can also operate in a wider target market context, part of the collision factor I have talked about. Where people may well read an article about a project in an environment or media that interests them, rather than going to a specific media that only targets them. The importance of a wider reach of PR is important when so much activity is database managed.

What this means is that a potential buyer may not be looking at a real estate advertisement because ‘they are not in the market’ but they may come across some editorial content that still captures their interest and so they then seek more information – they are opportunity buyers.

Exposure however is not only product driven, the context of potential public relations is extensive and will include aspects such as the general state of the market and it is also worthwhile to be involved via this level of commentary, and blogs can be an ideal way to contribute, so too can email marketing. However the wider reach of general PR is again a point to keep in mind, because as we know markets never remain static.

I think that PR plans are good to have but I also feel that opportunity driven PR can be of even more value. It’s a good idea to structure PR so that the release of material becomes an ongoing part of the project marketing calendar but with flexibility so that buyers are exposed to varied ideas and offers.

How is the success of public relations measured? A higher project, brand or personal profile will do this and where possible we should be alert to a direct link to sales, good internal feedback is important here.

Public relations also covers such activities as events, and there are examples of events being a great social success that generates some high profile coverage, but does this work to influence sales? This is never a straightforward question or an easy one to answer, but in today’s market events can look excessive or overdone, it’s an area where it may be more productive to concentrate on your already committed customers.

The celebrity

It is also vital to look at the true cost of any PR undertaken. This would include for example the fees paid for the endorsements of a particular celebrity, this can run into large amounts of money, it can work or backfire. Celebrity based marketing has been popular at times and there have been examples of results and some failures. It is not the intention here to explore these in greater detail. It is however valid to suggest that in some circumstances the idea has merit and with other projects clearly not.

Again the impact of social media has somewhat diminished the role of endorsements. Which direction to take will be a function of budget and the target market involved as well as having clearly defined outcomes. Celebrity chefs have been the raisin-deter of late – but possibly overdone?

A well-know person, not necessarily a paid celebrity as such, might be involved with a project and attract a number of direct sales. This would clearly be a valued exercise.

The same mix of personality and associated PR could attract a great deal of attention, it might all be a lot of fun for everyone involved, but if no sales result then there is little to justify the time and money involved.

Fun alone is not a way to justify any PR activity, in the end the reality is that all activity must be sales focused. Different markets will always vary the PR focus but a feel good outcome alone is difficult to justify in some markets and impossible to justify in others.

Involve the team

The project team needs to be fully sold and involved with the PR process. PR should not be seen as a short-term process. The best impact will usually result from targeted and ongoing activity. This is a more productive approach than creating one-off and soon forgotten hot spots so that we are supporting a project in the long run.

More than ever in today’s media mix PR is also a very complex task and it is a specialist and professional skill that should not be underestimated. Property PR like many other areas is also now a very competitive market and relationships with the main media and editorial staff are key.

While we need to ask what do the journalists or bloggers we deal with expect from us we also need to ensure that all PR content adds value to the buyer’s experience, and we understand that there many ways to do that.


Peter Chittenden is managing director for residential of Colliers International.

 

 


Peter Chittenden

Peter Chittenden is managing director for residential of Colliers International.

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