A Revolution in in the Methods of Marketing

The Birmingham Post (England), January 16, 2014 | Go to article overview

A Revolution in in the Methods of Marketing


Byline: Charles Toogood Director GVA

WHILST nonchalantly flicking through a recent edition of one of our esteemed industry titles, it suddenly occurred to me just how much marketing in the property industry has changed over the past two decades.

At the risk of sounding a little like Uncle Albert from Only Fools and Horses, during the days of yore property marketing meant visiting your favourite creative agency and wrapping up all the facts, figures and details in a nice brochure with some illustrative photos, floor plans and suitable prose.

This was sometimes supported by a press release, an event for agents and potential occupiers, occasionally highlighted through advertising and a dedicated website and if you were being particularly creative, backed with a leave-behind such as a branded ball-point pen or folio. Other than that, it involved rifling through your little black book to personally inform as many contacts as possible that a property was on the market.

Alright, so I might have slightly over-simplified matters a little but things have certainly moved on considerably since my early days in the profession.

Of course, there has always been a need to identify, target and contact potentially interested parties, but new technology, and the need to differentiate the offer in a changing market, has altered the game and led to something of a revolution in our approach with far more variety in the methods we employ.

There is still no magic formula to marketing commercial property and definitely no 'one size fits all' approach to help sell or let properties faster or better. However, an absolutely fundamental part of our business is to match buyers with sellers and, although this will never change, as the market shifts one way or another so we in the industry need to shift with it and march in time with the significant advances in technology.

Even now, the huge majority of marketing literature is relatively standard - a good representative image on the front cover, descriptive but accurate text, details of the building's features and benefits, plans and floorplates, more images, a map and contact details all contained in a carefully branded, well-finished brochure that can be mailed to potential occupiers and agents.

Creative, engaging, relevant and well produced marketing collateral effectively communicates key messages and, alongside events, signage, exhibitions, presentations and displays, raises awareness of properties and reinforces brand credibility. As such, it continues to perform a critical role in any marketing or brand communications strategy and remains pretty much indispensable.

However, the 'Green Agenda' has made an impact here as elsewhere, with the result that, where there used to be print runs of up to 3,000 brochures, we now need only around 500 - with those generally using recycled paper.

But such printed material is now greatly supported, if not entirely replaced, with the ethereal wonders of the digital realm - QR codes, virtual tours, fly-throughs, websites, e-mailers, augmented reality, social media and smartphone / tablet friendly formats are all finding their place in the marketing mix.

When it comes to property marketing, I believe there can be no doubt that, while this technological innovation and creativity are highly desirable, effectiveness is absolutely essential, as ultimately the whole purpose is to complete a deal. So all marketing activity, whether traditional or cutting edge, needs to be carefully considered, strategically selected and effectively utilised so as to not only reach our target audiences but to engage them and prompt a response.

So it's now all about targeted marketing and building relationships - and with Customer Relationship Management (CRM) software being used extensively, once again technology is making a difference. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

A Revolution in in the Methods of Marketing
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.