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How content builds demand in a tougher property market

bigstock-Man-Hand-Hold-Tiny-House-In-Ha-442997135The UK property market is currently facing considerable headwinds. Higher interest rates, coupled with inflation eating away at prospective buyer’s deposits, has led to a 14% drop in demand for new build homes over the past year. 

There are similar issues in the investment market. While rental expectation is at a record high – over 60% of surveyors expect rents to increase further in the next 3 months – buy-to-let landlords are selling up due to interest rates increases. Savills estimates some 25k homes were sold by landlords this April and May.  

With forward sales in decline at many housebuilders, it’s essential to stand out from the crowd in areas of high competition. There’s always going be periods of demand where homes literally sell themselves – H2, 2023 is not looking like one of those times.  

Creating demand with content  

So, as marketing once again takes up the heavy lifting, it’s time to look beyond the portals and create some demand. In some ways it feels similar to the current challenges in the DC2 market – a strong pandemic focused on performance marketing, followed by the realisation that post-pandemic this was no longer working, and that money really had to spent on brand further up the funnel. Essentially, marketeers needed to make consumers REALLY want something.  

Buying a property is likely to be the biggest financial decision you make, so it makes sense that prospective buyers have a lot of questions. The more boxes you can tick, the less friction there is in what can be a lengthy process. Long form content gives you the space to simultaneously inspire and objection handle. Here’s 5 reasons why content is crucial for successful property campaigns in tougher times… 

1. Providing comprehensive information

Potential buyers and investors are hungry for detailed information. Long form content allows you to provide comprehensive insights into the properties you're promoting – details that you just can’t get over in a standard programmatic ad.  

You can highlight not only the physical attributes of the properties but also delve into the surrounding neighbourhood, local amenities, schools, and transportation options. This level of detail showcases your expertise and helps potential buyers make informed decisions. 

2. Establishing authority and credibility

Creating long form content demonstrates your deep understanding of the local market. Offer valuable insights, such as how a new area is likely to develop over time. A new Co-op or planned nursery may not sound that exciting to you, but for prospective buyers, it could be the difference. Becoming an authority on the area builds trust and credibility among your target audience, making them more likely to consider your properties over those of competitors. 

          3. Engaging and educating your audience 

Long form content allows you to engage your audience on a deeper level. Instead of just showcasing properties, you can educate readers about what they should consider when buying a new build home. From buying new over old, to considering things like environmental features or even guides on the house buying process. This engagement fosters a sense of connection and positions you as a valuable resource. 

          4. Showcasing USPs

Every property has its unique selling points that set it apart from the competition. Long form content allows you to showcase these aspects in detail. Whether it's the proximity to amenities, extra incentives, or energy-efficient upgrades, you can highlight what makes each property special, resonating with buyers seeking something distinct.  

You’ve probably created a range of assets, from images and video, to interactive guides. Native articles give you the space to showcase these in credible publisher environments for maximum engagement.  

5. Overcoming objections

Property transactions often come with various objections and concerns. Long form content gives you the space to address these objections head-on. Whether it's concerns about property value, financing options or the area it’s situated in, you can provide well-researched information that alleviates these worries and helps potential buyers feel more confident in their decision-making process. 

Not all potential buyers are ready to make an immediate purchase. Some may be in the early stages of research and exploration. Long form content helps you nurture these leads over time. By providing valuable information and staying top-of-mind, you increase the likelihood that when these leads are ready to buy, they'll turn to you. Contact us today to discover how we build property campaigns for brand and performance.