Strategies for elevating your Brand in the Property and Construction landscape in 2024
Welcome to the latest edition of Frostbite Insights! This quarter, we're putting the spotlight on the dynamic intersection of branding and marketing in the Property and Construction sector.
Building Brands: From Foundations to Heights
In property and construction, a strong brand strategy is pivotal for success. It distinguishes a company, builds trust, and positions it in the right way to the people you want to attract. Beyond visuals, it shapes messaging, aligns with industry trends, and ensures consistency across communication channels. A well-crafted brand strategy is essential for fostering lasting connections, credibility, and sustained growth in this competitive landscape.
Our work for the Private Rental brand 'Smart' involved a comprehensive repositioning strategy and razor-sharp media plan. We achieved great results in rapid time, which could never have been achieved without a clearly defined brand strategy.
What we achieved by having defined a robust brand strategy and a solid media plan:
2024 Marketing Trends
In property and construction, being on top of your game is key. Here's a list of key strategies to adopt in 2024:
Strategic PR: Master reputation management and harness the power of Public Relations to transparently manage challenges, showcase unique projects, and foster community relations.
Thought Leadership: Establish your expertise and position your brand as an industry expert by sharing insightful articles and case studies, attracting both clients and skilled professionals.
Commit to the Environment. This interesting article by McKinsey & Company highlights the growing importance of climate risk in the real estate sector and outlines strategies for real estate leaders to navigate the climate transition until 2050. It emphasises the need for revaluing assets, decarbonising, and creating new business opportunities. The accelerating physical consequences of climate change, coupled with investor commitments to net-zero and regulatory standards, have elevated climate risk to a central concern. The article suggests that incorporating climate change risks into asset valuations, decarbonising real estate assets, and exploring new revenue streams are crucial actions. Real estate players are urged to develop climate intelligence to understand both direct and indirect impacts on asset performance and values. The piece concludes by emphasizing that the coming climate transition will bring seismic shifts to the real estate industry, requiring proactive measures to build climate intelligence and support the global decarbonisation effort.
Content Marketing Brilliance: Boost visibility, educate and attract clients through detailed case studies and informative content, positioning your company as an industry authority.
Content is more often associated within digital marketing and PR but it does not have to simply be blog posts, Podcasts or PDF presentations, it can include printed collateral too.
For PegasusLife the team at frost delivered a wealth of content assets that included a mix of online and offline communications that can be adapted to every channel. It's important to maximise your content to reach as many touchpoints as possible. Yes, most forms of communication are digital these days, but depending on who your target audience is, print may still be a viable channel.
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SEO Mastery; be found on Google. Enhance online visibility with SEO by incorporating construction-specific keywords and focusing on local strategies. Invest in on-page SEO and also don't forget to maintain your Google Business listing. A well-maintained and optimised Google business listing will help your brand stay on top of the pile and visible in online searches. Google will always place relevant businesses in the map for local searches, the map always appears above the organic search results.
Email Marketing Excellence: Build lasting bonds and leverage personalised communication to keep your construction project or development top-of-mind, offering a cost-effective way to engage clients. Things that work quite well are:
Digital Events and Webinars: Engage with your audience and grow through digital events and webinars, showcasing industry trends and fostering valuable partnerships. Attend or sponsor shows like the South Coast Commercial Property Show.
Trust through Reviews: Social proof matters, leverage positive customer reviews to build trust and credibility, enhancing your online visibility and guiding continuous improvement.
Social Media Mastery: Expand reach and targeting. Utilise social media's targeting capabilities to boost brand credibility, engage with your audience, and elevate your online presence.
Step into the world of Frost, watch our brief showcase of some of our property and construction work.
It all starts with a chat
If you have a project you’d like to discuss, we’d love to hear from you. We’re always ready to meet new clients and to hear about your strategic challenges, brand ambitions and digital headaches.
If you’d like to see more of our work, learn more about our process or our expertise and experience, please get in touch on: +44 (0)1489 892 602