Marketing as the activation energy that sparks desire:
Selling a typical real estate property is definitely not the same sell a luxury property. Just like in a science experiment it takes a spark of energy to break the covalent bonds that hold H2 and O2 molecules together to create water, in luxury marketing we can say Marketing is that energy is that Activation energy.
It is the spark that ‘combusts the experiment’, the set of strategies that is used to distinct property and set it apart from others is not only in its exclusive offerings BUT in the way it is presented in its marketing.
Akey luxury marketing strategy is the inclusion of building elements of customisation into a marketing offer. Luxury brands like Phillipe Patek for example, have pursued traditional Genevan watch making artistry since 1839.According to the brand, luxury marketing is the communicating of unmatched commitment that goes into producing a luxury good or service; such as a hand-finished watch.
Another strategy is Sensory branding and the creation of an emotional connection: Rolls Royce taps into the power of scent by impregnating its products with appropriate smells: the premium car brand captures the feeling of older models in every new car by diffusing a blend of mahogany wood, leather and oil (Fine and country West Africa has in its exclusive residences, generous shrubbery of the distinctive Queen of the Night flowers that open up to give the sweet fragrance in the night and early mornings.
We will be highlighting these elements & other business transforming marketing techniques at the Real Estate marketing course co-designed by Fine and Country West Africa and Pan Atlantic University (Lagos Business School)
This course covers the essentials of an effective marketing initiative- from branding and strategy, to consumer behaviour, market research, segmentation & differing sales strategies for residential, commercial properties, retail, industrial or other segments.
This is the second in the set of programmes both organizations put together. The first was Real Estate Development Leadership programme which held in October 2018 for 3 days.
Some of the best minds in the real estate Industry such as Hakeem Ogunniran CEO of Exemia Realty,Mr.Femi Akintunde, CEO of Alpha Mead group, Mr.Adnrea Gedag,MD of Elalan as well as Udo Okonjo CEO, Fine and Country West Africa among others, were facilitators at the training. The feedback from attendees have been very positive.
This time around, the following are Key Learning Outcomes; Creative thinking & brainstorming concepts, Project branding &strategy,Target market analysis,Negotiation; the Win-Win Methodology, Communication that converts, Legal tenets for real estate marketing as well as Sales strategies for residential or commercial.
We look forward to actualizing the dream that we are indeed in the time when the knowledge of real estate marketing is truly democratized and yields optimal results.