The Australian property development landscape is constantly evolving, and to succeed in this competitive market, developers & their project marketing must stay ahead of the curve.
In 2023, several marketing trends are shaping the industry, offering new opportunities for growth and innovation. Let’s explore four key project marketing trends for Australian property developments in 2024!
1. Sustainable Development & Green-Living
Sustainability has become more than just a buzzword in the real estate industry. It’s now a key selling point for property developers. As environmental consciousness grows, many buyers are seeking eco-friendly, energy-efficient, and sustainable properties.
“Sustainability is no longer an option; it’s a necessity. We’ve seen a significant increase in demand for properties with green features, such as solar panels, rainwater harvesting systems, and energy-efficient appliances.”
Julie Mitchell, Marketing Director at GreenBuild Developments
In 2023, Mirra Estates, a major property development company in Brisbane, launched their “Mirra Eco Living” project, which features sustainable design and energy-efficient technologies. This initiative not only attracted environmentally conscious buyers but also garnered positive media attention, enhancing their brand image.
2. Digital Project Marketing and Virtual Reality (VR)
In the era of digital transformation, property developers are leveraging technology to create immersive experiences for potential buyers. Virtual reality (VR) and 3D walkthroughs have become powerful tools to showcase properties, even before they are built.
“The pandemic accelerated the adoption of digital marketing tools in the property industry. With VR, potential buyers can explore properties from the comfort of their homes. It’s a game-changer for the Australian property market.”
John Reynolds, CEO of VR Home Tours
Sunset Ridge Developments, based in Sydney, used VR tours to market their upcoming luxury apartment complex. The 360-degree immersive experience allowed buyers to walk through the development, see the view from their potential balcony, and visualize their future home. This digital marketing strategy resulted in a 20% increase in pre-sales.
3. Influencer Project Marketing and Social Media
In the age of social media, influencer marketing is a trend that’s gaining momentum in property development. Real estate influencers, home decor enthusiasts, and lifestyle bloggers can significantly impact buyer decisions.
“People are increasingly turning to social media for property inspiration. Collaborating with influencers can humanize your brand and connect you with a larger audience who trust the influencer’s recommendations.”
Sarah Turner, Australian property influencer,
Melbourne-based developer Urban Living Group partnered with a popular lifestyle influencer, @HomeWithHannah, to promote their latest inner-city apartment project. The influencer’s posts and stories about the project resulted in a 40% increase in project website visits and a significant rise in inquiries.
4. Be Community-Centric for Project Marketing
Community engagement has become a pivotal aspect of property marketing. Buyers are not just looking for homes; they want to be part of a thriving, vibrant community.
“Our research shows that buyers are interested in the lifestyle that a development can offer. They want to know about nearby amenities, schools, parks, and cultural events. Successful property marketing should focus on creating a sense of community.”
John Smith, Marketing Manager at Urban Connect Communities
A new development in Perth, The Lakeside Haven, used community-centric marketing by highlighting its proximity to a lake, hiking trails, and the upcoming community center. This approach not only attracted families but also created a sense of anticipation within the local community.
Read here: Commercial development on the rise across Australia
Project Marketing Guide for Property Developments
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