For many new luxury developments, achieving sales success in the pre-construction phase is a pivotal milestone that paves the way for construction to begin. Yet how does one secure such success when the community remains a vision, with its tangible benefits years away for potential buyers? As the world increasingly prioritizes digital media, the online sales presentation, often in the form of a website, emerges as the crucial initial step in this journey. According to the National Association of Realtors’ 2022 report, 47% of recent homebuyers began their home search by exploring communities online, even before reaching out to real estate representatives. A captivating website not only builds trust and excitement for the community, but also inspires homebuyers to take the next step to request more information. Let’s delve into the core components of a website that will help developers drive pre-construction sales success.
1. Intuitive Online Discovery Process
In the realm of real estate websites, the ease with which potential buyers access crucial information is a pivotal factor in shaping their purchasing decisions. A website that seamlessly guides users through well-organized sections not only expedites the search process but also fosters a sense of trust and credibility. As users navigate through amenities, floorplans, and envision life within the community, this insightful navigation maintains engagement and aligns with the psychological aspects of decision-making.
In a world where time is precious and attention spans are short, a user-friendly interface serves as an influential tool. The combination of simplicity, organization, and seamless navigation become powerful drivers in propelling the success of pre-construction sales.
2. Build Credibility and Trust
Pre-construction websites should also be strategic in selling the investment angle without ever having to say the word “invest”. Websites are a vivid reflection of the community’s envisioned lifestyle, building credibility on both the potential of the community and fostering confidence in the developers to bring the project to fruition. By sharing positive news about the surrounding area and its economic future, consumers start to build a foundation of trust that this is where they want to live.
Equally as important is the reputation of those that are a part of the construction team, including the developers, architects, and interior designers. Sharing video interviews with the team, emphasizing their track record of successful communities, and those initial sales milestone successes foster trust and confidence in potential buyers.
3. Use SEO to Compete with Regional Offerings
A website’s audience extends far beyond the homebuyers who scroll through its pages. It also includes the search engine algorithms – an important aspect of driving high-quality organic traffic. However, securing a strong search engine ranking, particularly within completive local markets, requires a strategic approach. Pre-sale communities wishing to break through on the rankings need to do research on how homebuyers search differently. For example, employing specific terms about rental programs could attract second home buyers interested in winter living in Florida.
Using key words to generate organic traffic demands a significant investment of time and research but ensures that buyers actively searching for new homes are more likely to stumble upon your website.
4. Prompt Buyers to Take the Next Step
While exploring your real estate website, the seamless integration of clear and captivating Call-to-Action (CTA) prompts emerges as a pivotal driver in transforming potential buyers into active leads. These well-crafted CTAs motivate visitors to willingly provide their information, equipping your sales team with the essential tools needed for personalized outreach and successful conversions. Welcoming these potential buyers into your sales funnel marks the initial step of their real estate journey, with the website and registration serving as the cornerstone of their path toward a successful property purchase. CTAs play a diverse role, catering to the varied interests of web visitors. Whether it’s facilitating general registrations for additional information or enticing them to subscribe for lifestyle-oriented insights, these prompts lay the groundwork for an engaging and fruitful real estate sales journey.
Leading the Way in Real Estate Marketing Innovations
In today’s highly competitive real estate industry, understanding the science behind the presale process is imperative. Real estate developers and capital investors are turning to Cotton & Company to give them a competitive edge in today’s digital marketing environment.
Cotton & Company is a full-service digital real estate marketing firm with decades of luxury brand expertise. With a portfolio of more than 1,700 communities worldwide, the firm recognizes that in every real estate market segment, the most important focus should be developing integrated and targeted marketing programs backed by facts. Cotton & Company’s daily monitoring of website traffic, time spent researching on websites, and the amount of social engagement received are used to generate a highly targeted ad approach.
Combining these strategies with innovative technologies and an unmatched level of creativity has helped Cotton’s clients stand out from their competitors, creating more quality leads and closed sales. Visit CottonCo.com to learn more about their full scope of services which range from branding and website development to sales support, lead generation, and digital/social marketing.
