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How you differentiate your property marketing and stand out

Property marketing is becoming more and more difficult by the year. Well, marketing in general is getting harder by the year. People are being bombarded daily with marketing messages so having the right message along with the right visual is vital.

It’s why more attention needs to be paid to how you present your property and how you create the differences to stand out over and above the competition.

So how do you stand out?

property marketing print brochure
Branded property brochure for 500w21 ©Pentagram

Brand your development

The proof is in the figures, branded developments command a higher price premium than unbranded developments for a start.

Take the identity created for 500w21 by Pentagram: “The identity was inspired by the building’s unique positioning as an elegant, refined structure within the cutting-edge gallery district.” Branded developments create consistency and trust in the market while helping sell to an audience who expect the finer things in life.

From the logo to the website and any print material, it’s all cohesive in telling the story of what you can expect. In this instance, the best architectural branding was inspired by the building's metalwork but other developments go one step further and are named and branded with a much deeper narrative.

We talked about how property branding agencies are helping sell an aspirational lifestyle as well as the property itself in another article. The development was named after Nathanial Ward who invented the ‘Wardian case’ which inspired the project.

The growth of video

Video is becoming huge in every industry but it will continue to dominate in property marketing. With buying a property for most people being the biggest expense in their life, the more visual you can be in convincing them your property is right for them is crucial.

Use drones for a new perspective

Drones are going to get smarter and they are already producing some pretty incredible results with still and moving imagery. This only applies if your property is already built but could produce amazing results to capture it from a different perspective or film the close environment to give more a sense of what the area has to offer.

Virtual Reality is the future

I have seen properties being sold in London just by allowing prospective buyers to walk over a marked out floorplan within the property itself. Nothing to see or touch, just your imagination of how it might look.

Imagine what virtual reality can do to sell your property. Being able to interact with an environment and move room to room will evoke the emotion of being in the finished property. You are halfway to being sold.

VR is now being used more to sell luxury property especially to buyers from overseas as it’s not so easy to go house-hunting if you live in a different country.

A 3D immersive experience has even been created at Battersea Power Station where people can explore the development like a computer game. It’s also gone one step further with property being marketed through a live-streaming service.

Soon there will be no need to go for a viewing as you can see everything you need without leaving the comfort of your own home. No more traipsing the streets in all weather just to go and view a property.

property marketing cgi virtual reality
Battersea Power Station ©Foster + Partners

Exceptional visuals are a must

Regardless if your property is built or not, having exceptional visuals to use in your property marketing is essential. CGIs are getting better and better to produce life-like images of how the finished property will look.

If your property has been built, hiring the right photographer to take the right photos from the right angles is a skill in itself. You are likely to need an interior stylist to ‘dress the rooms’ to ensure every little detail is adding to the picture in a customer’s mind of buying it and living there.

If after reading this, you think you have improve your marketing to sell more property, our agency for property branding is more than happy to give you any advice on how we can create impact for you.

This article is written by Alex Colley, Creative Director of ikon | We are a boutique branding & creative agency – but not in the traditional sense. We hand-pick a team from our experienced creatives to suit each project, delivering a personal and bespoke service. Alex is always the lead contact every step of the way and our clients include the likes of Cartier, Westfield, Porsche, & F1.

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