Approaches to advertising the property market

Fenner explains what he feels is important: "We have found that people are much more savvy with regard to property than before. With property being so topical, people are doing their homework and are much more informed than, say, a few years ago.

"People are no longer interested in opening their mailbox and seeing five different flyers for developments. The key is to rather isolate a target market and choose a medium that best communicates the right message to that market. Handing out flyers at robots and doing drop-offs should only be options if careful consideration has been given to the areas to be targeted."

Awful campaigns

Asked to comment on some of the different approaches he has seen, Fenner says, "Some campaigns you see are awful. The marketers have simply printed out thousands of flyers and brochures and distributed them to the masses. The problem is, a few years back this may have worked, due the fact that back then the demand for new apartments was incredible.

"With so many new developments being launched nowadays, supply has quickly caught up to demand. People have so many options and need to receive quality marketing material, which is innovative and differentiates a development from competitors.

"It is no different from any other industry," continues Fenner. "We are given a product, we build that product into a brand with a unique identity, we identify the correct media channels and then we sell the product to consumers by showing them the benefits of that product."

Fenner adds that the better campaigns he has seen have had a much more scientific approach. "It's easy to see when a bit of thought has gone into the process. Creative, eye-catching billboards, brochures and flyers are all options, along with electronic invitations and websites containing relevant information. A website is also a very easy way to build up a database of interested parties - something that is absolutely priceless when launching future developments.

Don't neglect PR

"It's also important to ensure that advertisements are placed in the correct media, and that PR is not neglected. The launch itself is often a make-or-break situation, with some launches being beautiful, structured events while others are badly organised and disastrous."

Fenner concludes, "We all have a lot to learn. Property marketing has become an art in itself and it's really exciting to see. Long may it last!"