THE IMPORTANCE OF ACCURATE ONLINE MARKETING FOR BUILD TO RENT DEVELOPERS
When selling any type of property, accurate and effective marketing can make all the difference in attracting potential tenants. This is especially true for Build to Rent (BTR) developments when showcasing your properties in the best possible light to appeal to discerning customers. Let’s explore the significance of online marketing, both virtually and in real life, for BTR developers and how it can impact the leasing process.
Accurate Representation: Building Trust and Confidence
One of the fundamental aspects of marketing a property, whether online or offline, is to provide an accurate representation of what it offers. For BTR developers, it is crucial to be honest and clear about the features and amenities available to potential tenants. By highlighting particular details such as sustainability features and the use of high-quality materials, developers can appeal to environmentally conscious customers who value these aspects.
As our latest hereSAY report reveals, ‘Only 22% of respondents stated they were informed about environmentally friendly or sustainable features or initiatives of the development during the viewing.’ This highlights the importance of better communication in showcasing these eco-friendly attributes to prospective tenants.
Matching Online and Real-Life Experiences
In the digital age, prospective tenants often rely on online platforms to explore properties before making any decisions. It is essential that what is showcased online aligns with what is experienced in person. Misrepresentation can lead to disappointment, mistrust, and even potential legal issues. BTR developers must ensure that the visual representation of their properties online accurately reflects the reality of the amenity spaces and overall development.
As our hereSAY report highlights, ‘Having seen all of the information on the website, I had high expectations as the apartments and amenities looked excellent. My requested viewing time was quick confirmed and there was no issue with a weekend viewing but when I arrived there no staff members to be found which was very disappointing.’ This emphasises the significance of ensuring that the service which the tenant is receiving online is matched when viewing the development and that the marketing and sales staff are communicating correctly.
The Role of hereSAY’s Report in Building Trust
To establish trust and instil confidence in potential tenants, developers can leverage services like hereSAY’s mystery shop report. As our latest report reveals, an impressive 95% of shoppers could ‘definitely’ or ‘to a good extent’ imagine themselves living at these developments. This indicates the effectiveness of hereSAY’s approach in assessing the property’s appeal and customer experience.
We also make sure marketing teams experience the product first-hand so they can confidently communicate its features. Plus, the hereSAY mystery shop programme is a way to constantly check that this is the case, ensuring ongoing improvement in the marketing process.
By investing in hereSAY’s mystery shop report, developers can enhance their marketing efforts by providing an impartial evaluation of the property, offering an unbiased view of the customer journey. This approach demonstrates transparency and a commitment to providing an exceptional customer experience. Potential tenants can rely on hereSAY’s report to gain confidence before visiting the property in person, knowing that they will encounter a representation that aligns with their expectations.
The Top 10s Doing it Right – Matching Expectations with Reality
hereSAY’s latest Mystery Shopping Report highlighted the significance of effective marketing strategies in attracting potential tenants. According to the report, an overwhelming 97% of mystery shoppers agreed that the website and marketing materials accurately reflected the reality of the amenity spaces and overall development in the top 10 BTR developments. This finding emphasises the importance of providing accurate and visually appealing marketing materials that effectively showcase the amenities and facilities of a property.
Moreover, BTR is on 97% because they are largely new assets, and the photography is reflective of what is there. As the assets age, get used, or get changed – hereSAY’s role becomes even more critical in ensuring your journey remains reflective. By continually utilising hereSAY’s Mystery Shopping services, developers can guarantee that their marketing efforts adapt to changes over time, maintaining a trustworthy and compelling representation of their properties for potential tenants.
To find out more about hereSAY email esme@sayproperty.co.uk
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