By modifying and improving your communications can show a marked improvement in your property sales. Here's 9 ways for a successful sales campaign.

1. Communicate Effectively
& Accelerate Property Sales
Communicate Effectively
& Accelerate Property Sales
MINI GUIDE

2. The brief upturn in UK property activity in the first three
months of 2012 has faded, according to Halifax bank and
Nationwide building society.
However, as in all walks of life customers/prospects get
excited and take notice when they perceive a product/
home that offers a benefit.
The key to success of the property sales process is to
focus on the message and presentation to motivate
buyers. A point to remember is to always offer a benefit
that is relevant to their lives.
What is the focus for successful sales communication? Is
it a message with clarity? Is it establishing expertise? Is
it being targeted? Is it building a rapport to educate and
inform?
The following guide highlights nine key areas to provide
armoury to the sales team to help generate a profitable
and successful campaign.
NINE Ways To Accelerate
Property Sales
“
“
By modifying and
improving your
communication, you
can realise a dramatic
improvement in your
sales results.

3. NINE WAYS TO INCREASE PROFITS, PERFORMANCE & SALES
According to the Royal Institute of Chartered Surveyors (RICS), during May 2012, residential sales fell in April, for the first time
since September 2011.
No one can become complacent. A co-ordinated and cohesive property communications strategy is imperative. The following key
points are intended to open doors faster and close property sales, by providing benefits to the lives of potential homeowners.
1) CGI
A picture paints a thousand words. There is a thin line between a
CGI that looks ‘okay’ and what looks ‘WOW.’ The key with CGI’s is
that they are malleable and the focal point for a successful sales
campaign. From site hoardings, an online presence, to all print
formats, this sells the vision and presents the overall perception within
a realistic setting.
2) CGI Flythroughs
Progressing from a static CGI to moving imagery, helps depict an
environment and show interior detail. This also becomes flexible by
being controlled and presented in a number of formats. Presented
to prospects as a branded DVD/USB, available to view online or to
promote the developers’ calibre and vision to a wider audience as a
corporate branding exercise i.e. via YouTube, the use of fly-throughs
play an increasingly important role.

4. 3) Micro-sites
Property websites (or micro-sites) don’t have to be a
gushing explanation of lifestyle fit, but to provide the
potential homeowner with key property information
namely, CGI, site plans, floor plans, location and the
calibre of the developer. This is a cost effective route
when the elements have already been produced. The
key focus for any micro-site is ‘benefit communication’ or
WII-FM (What’s In It For Me).
4) Database Generation
It is vital to build leads and the simplest way is to
create a database via the micro-site for any interest
made and responses direct to an email ‘in-box.’ It’s
easy to set up with potential to turn prospects into
buyers. This can be used effectively by directing traffic
from site boards, any advertising and via the micro-site.
NINE WAYS TO INCREASE PROFITS, PERFORMANCE SALES CONT’D
A co-ordinated and
cohesive property
communications
strategy is imperative.
“
“

5. 5) Branded Developments
Generating a name for a development and then creating
a distinct brand in terms of logo/icon assists every sales
tactic by presenting a clear and credible identity. The
logo and name would be evident in all collateral delivered
(both online and offline).
6) Site Plans / Floor Plans
It is vital to communicate a new property in an easy,
but effective way. Rather than including drawings direct
from an architect, the easiest way for the potential
homeowner to visualise space is to look at a floor
plan that contextualises the development in terms of
material definition for floors and a real ‘easy on the eye’
interpretation.
NINE WAYS TO INCREASE PROFITS, PERFORMANCE SALES CONT’D
Whilst every endeavour has been made to provide accurate information in relation to external and internal finishes, Kentmere Homes reserve the right to alter or vary the design and specification at any time for any reason without prior notice.
These details are intended to provide an indication of the general style of our development and house types. Any plans and drawings are illustrative only and may not be to scale. All room dimensions are as accurate as possible at time of going
to press. E O E.
St George’s Road
22 St George’s Road, Sevenoaks - Siteplan
22 St George’s Rd
Entrance
Fir Trees
55
20
Valecot
St George’s Rd
TOTAL AREA MEASUREMENT
384m2
family room kitchen
breakfast room
boot room
dining room library
drawing room
sitting room
lift
w/c
hall
terrace
bin
store w/c
coats
cup’dcup’d
GROUND FLOOR
Entrance Hall
6.4m (21’0”) x 6.2m (20’4”)
Coat Room
2.2m (7’3”) x 1.1m (3’7”)
WC
2.2m (7’3”) x 1.1m (3’7”)
Drawing Room
7.1m (24’4”) x 6.9m (22’8”)
Dining Room
7.1m (23’4”) x 5.1m (16’9”)
Sitting Room
6.4m (21’0”) x 4.1m (13’5”)
Library
7.1m (23’4”) x 4.4m (14’5”)
Kitchen
8m (26’4”) x 7.9m (26’0”)
Family Room
7.6m (25’0”) x 4.6m (15’2”)
Boot Room
4.3m (14’1”) x 2.6m (8’6”)
WC
2.6m (8’6”) x 1.2m (3’11”)
Floorplans are intended to serve as a general guide to the appearance and layout of the development and not to scale. Dimensions are approximate and have been scaled from plan.
It is vital to communicate a new property in an easy,
but effective way.
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6. 7) Hoardings
This could mean a simple 6ftx4ft site board to a full
roadside message. This provides focus on the message
(showing CGI, micro-site URL), hide site work, use the
space as a canvas to promote the project and promote
the developer. Hoardings are a lead capture mechanism
and add value by allowing prospects a channel to request
more information.
8) Photography
Once a development is ready to include bespoke
photography, it sets the scene and a tangible living
space. Property imagery provides a sense of finesse
for a home to come to life. It becomes unique to the
development and now focuses on the benefits provided
instead of just the features.
9) Web-mails
From the generation of a database and to keeping a
dialogue with prospects, sending email messages with
imagery embedded within the copy area is a much more
effective and engaging way rather than a plain text email.
This allows imagery from the campaign to be used as
well as links to the micro-site. The key here is persuasive
credibility based on the calibre of communications
produced.
NINE WAYS TO INCREASE PROFITS, PERFORMANCE SALES CONT’D
The key is persuasive credibility based on the
calibre of communications produced.
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“

7. © 2012 ID GROUP LIMITED
The copyright of this document is wholly owned by the ID Group Limited.
Unauthorised copying, lending and use of the work is strictly
prohibited without prior permission from the ID Group Limited.
Prospects maintain established behaviours
until they come into contact with an
overtly appealing alternative benefit.
Enhance and improve your sales
communication to realise a dramatic
improvements in your results.
Lorne Park House
1 Lorne Park Road
Bournemouth BH1 1JJ
Telephone: +44 (0)1202 557 458
Email: mark@theidgroup.co.uk
Website: theidgroup.co.uk
Blog: theidgroup.co.uk/blog
Twitter: /heyidgroup
Facebook: /heyidgroup
We hope this guide provides routes to explore in more detail, however it serves purely as a
‘checklist’ to ensure clarity in your approach.
For a complete solution and how everything can work together, come and talk to us. We’re here
to deliver a consistent message to all your property marketing.