Selling property off the plan is always a big focus of any property development and getting it right is crucial to the overall success and timeframe of the project, but it is trickier than selling existing real estate and requires skilled and talented agents. Discovering the secret sauce to selling property off the plan will help you to get your projects finished sooner, generate great sales velocity and ensure the project delivers for everybody. I speak to a leading project sales agents to find out how they approach selling property development projects and what you can learn to make sure your next project is a sales success.
My guest today is from the same group as previous guest John Meagher, so if you missed episode 60 where we talked about selling and marketing projects, make sure you go back a listen to that as there is lots of gold that you will love.
Campbell Royston works at 360 Property Group helping to sell some of Melbourne’s best projects and we discuss what the secrets are to successfully selling property off the plan. We talk about the power of tailoring your sales campaign and ensuring you are targeting the right buyers, as well as a range of other issues about selling property. I am sure you will enjoy this conversation as I much as I did… Keep an ear out for the question Campbell frequently asks to clarify people’s intention…
Don’t forget that if you are interested in learning how to develop property safely and profitably then email me about the property developing mentoring program that is available to help you get started. There’s nothing like a guiding hand to show you the best way when you are starting out, so email justin@propertydeveloperpodcast.com and I will send you some further information.
Lessons for property developers
Okay, there you go, another great conversation about how to sell property off the plan, I hope you enjoyed it. I always like talking about selling property, as there is no real silver bullet to successfully marketing your project, it takes a combination of elements all working together to get a great result. So here are the things I took out of my conversation with Campbell:
1. Real estate developers can ask what the purpose is behind their intention
Understanding why you are doing something provides greater clarity to your intention, for example why do you want to get bigger? What is it you want to change about your business? Is it the quality or style of your projects, is it your brand? But why? Why are you wanting to change? If you understand that reason, you can more clearly go after results.
2. Understand who your property buyers are
Segmenting to succeed, that was a message I again got from speaking with Campbell. Have you given deep consideration to who you are selling to? Do you understand their needs, desires, wants? What information and journey will they go on before making a buying decision? If you are ready to take buyers along that path then you set yourself up for the best opportunity to convert enquiry to sales.
3. Tailor a marketing campaign for each project
As Campbell mentioned, they tailor a specific campaign for each project, there’s no spray and pray approach where you just tick boxes and hope you get leads. I like to work closely with the selling agent on the marketing of my projects to ensure we are targeting the right group of people with the right message through the best channels. Just spending money on a shopping list of collateral and tactics is not the wisest approach.
Alright, if you enjoyed that chat with Campbell, I suggest you go back to the chat I had with Campbell’s colleague and director John Meagher in episode 60 where we discussed approaches to a marketing strategy, the idea of being parachuted into an area without any digital back up and how you would make some sales, and his thoughts on why you should segment your audience, there is a lot of great stuff in that chat so be sure to take a listen.
Remember to contact me if you are interested in learning how to develop property safely and profitably, email Justin@propertydeveloperpodcast.com for some info
Don’t forget to catch me on Insta [ and Facebook [ for all my latest project pics and videos, industry news and other fun tidbits. You can also post a comment on iTunes if you are enjoying the show, and of course all the past episodes of the show can be found at www.propertydeveloperpodcast.com
So, until next time may your next campaign be targeted and successful.
Links
Campbell Royston on Instagram –
Three Sixty Property Group –
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