Have you ever wondered how we come up with a project name? We realize that it is not always obvious. We wanted to show you how we work with a complete analysis of one of our campaigns. This article is an analysis of the marketing strategy deployed for the Brooklyn Tower. How did we come up with this American reference for a French building? Which tools did we use to optimize the lead conversion? We will go through the elaboration of the whole marketing plan together.
First, which project are we talking about? The Brooklyn Tower was part of the renovation of an old industrial site called Les Grands Moulins de Paris. It was an important flour factory located outside of the French city of Lille. It has been closed for many years, and it slowly fell into decay, hence its renovation. This program includes 485 residential units in several buildings. The 15-story building itself comprises 96 residential units from simple studio to luxury penthouses at the top. It was designed by the MAES architect bureau and is developed by Sigla Neuf, a major developer in the North of France. They hope to finish the construction by 2020.
At the very beginning of our work, we do a quick but detailed analysis of the local market. The French real estate market in 2018 is doing well, even though sales of new properties are sensibly decreasing due to the erosion of the consumer purchasing power, price increase and new regulations. However, thanks to low-interest loans, there are still 3.5 million people looking for buying a property in 2018. The demand is even higher than the offer.
Homebuyer’s profile: 55% of the customers who are ready to invest in new properties live alone or in a couple. They are usually first-time buyers (66%), 35 years old or younger (61%) and members of the upper middle class (58%). Nearly 90% of them are looking to buy a new main residence, and their average budget is between 200,000 and 400,000 euros.
We can conclude that homebuyers are still very active even in this financially challenging time, but they would take more time to think about this enormous investment since buying a new home is more difficult than ever. The project should be well advertised enough to convince leads to invest their money in this project instead of another.
What are the strengths and weaknesses of the project? What should we highlight in our communication? The Brooklyn Tower is a beautiful building of modern design. This modern architecture may please our young target, however, on the other hand, those who prefer a more conventional style may find it repulsive. It is located 20 minutes away from the city center in an isolated and abandoned area that will be renovated. As we said previously, it used to be a very famous industrial site. Although the Brooklyn Tower wasn’t part of the historical buildings, it could benefit from the large publicity this renovation will generate. Moreover, it could help us stand out from our competitors’ similar projects in the area unless, of course, it plays against the Brooklyn Tower because of what competitors offer.
In conclusion, we need to improve the area’s reputation by showing the surroundings (river, nature, etc.) and capturing the young and hipster lifestyle of the neighborhood. Thanks to the publicity of the renovation of a historic factory, we can attract more leads and stand out from the competition by guaranteeing a higher quality finishing and targeting a different audience.
Objective: This marketing plan is designed to generate leads and sell easier and more effective residential units by improving the image of the area, using new technology and benefiting from the publicity of the renovation of a historic site.
Target: Unlike the other residential buildings on the site, which are focusing on social purposes, our persona is middle and high-end consumers. They are young and dynamic people, between 25 and 45 years old, looking for a place to settle down.
Photo by Banter Snaps on Unsplash
Branding, storytelling: How do you radically improve the reputation of an area? We just need to make it sexy again. It is not the first time in history that a decadent/luxurious place became popular again. That is when it hit us: Brooklyn. In everybody’s mind, Brooklyn means the rebirth of a post-industrial city. In the heart of New York City, Manhattan, Brooklyn is a young and hipster place that once was a poor and industrial district. It is the perfect analogy.
Advantages of this story:
We want to create a recognizable brand that would immediately and without a doubt remind people of the project itself. It will establish a connection with our young target and convey powerful emotions to the public. The logo is inspired by the modern lines and shapes of the building.
Every step in the marketing campaign is part of a journey. Every service and every tool must be connected and seen as part of a global plan. Each tool and service has its own purpose and is optimized by others. For the Brooklyn Tower, we have selected traditional and next-generation tools to reach our young target effectively. Most common tools such as 3D interiors, 3D exteriors, shoeboxes, and a brochure are always effective to create emotions and to give a better understanding of the project.
Furthermore, we proposed a drone shooting to show the area and give a glimpse of the beautiful view residents would have from their terrace. It fits our objective of improving the area’s reputation. We also wanted a local photo shoot to capture people’s lifestyle. These services are amazingly efficient for triggering people’s interest and establishing a connection between them and the project.
We also chose services that would match our target’s behavior. Because our audience is rather young, they are very likely to do their research on the internet. So it is coherent to focus the campaign on the online presence, including social media, and next-generation tools such as Revo and 3D tour in Virtual Reality.
Finally, we know that to attract local attention, the best tools are billboards, flyers, and ads that can be easily and locally shared with our target on social media.
We split the campaign into three parts: First, the teasing phase. During this phase, we disclose the first pieces of information about the project to trigger interest. The goal is to attract people’s attention and collect potential customers’ data so that we can contact them later.
Second, the commercialisation phase. By showing a 3D model of the building and providing every last detail about it, we convert potential customers into buyers.
However, many leads may still have doubts, as it is indeed very common to witness a drop of lead generation at the end of the commercialisation. That why a new ad wave is needed. We call it the post-launching phase to reactivate people’s interest and convince those who were still on the fence.
Before launching the commercialisation, it has proven effective to trigger the target’s interest with a teasing phase. Disclosing prior information about the project will prepare the target audience for the next steps. See it as the first moments of your marketing journey. It starts with very little information but great potential.
We have a brand identity, a logo and a promise that more information will soon be released. To reach our target, we use a landing page to disclose the first information, a few ads on social media and flyers for the local market.
Services and tools: Landing page, first ads, flyers
The time to launch the product has arrived. The Brooklyn Tower already evokes something in most of our key leads, but now they can learn everything they were wondering. This phase gives full disclosure of every aspect of the project. This is the time to impress and create the wow moment, as we like to call it, that will convince potential leads that this project is better than the others because they can feel a connection, they desire to be part of it and make it their own.
At first, we deploy a dedicated website and inform every interested party with a newsletter. On this website, we show the project through our next generation tools to attract and impress our young audience. Simultaneously, we launch physical ads in strategic locations and digital ads including on social media. We also provide real estate agents with every tool they need to close deals.
Services and tools: Billboard, ads, web banner, flyers, ads, brochure, newsletters, 3D animation, 3D tour, project website, Revo
It is very common to witness a decrease in lead-generation at the end of the commercialisation phase. A new step is sometimes necessary to reach our objective. The purpose of the post-launching phase is to reactivate people’s interest who may have doubts and convince them to make the right decision. The best practice for this last phase is basically pushing our ads online, and especially on social media, again. We can also use newsletters to help unsure leads make up their mind about this great opportunity.
Services and tools: Web banner, ads, newsletters
In conclusion, We used similarities between Brooklyn and the project to create a brand identity that reached a specific and enthusiastic target. Thanks to our creativity and our experience, we were able to design a solid real estate marketing campaign and provide relevant services to generate leads and convert them easily.
The results of this campaign are very good. The collaboration between our team and our partners went smoothly. The sales started up very well so we can already say that the campaign is successful.
We hope that you learned something and that you better understand how we proceed at Drawbotics. Don't hesitate to visit our portfolio if you want to learn more about the Brooklyn Tower.