Real estate is one of those products that is as less differentiated than its competitors. with consumer products So there is an effort to make a difference too. "Presenter" for brands through artists Strengthen the brand to reach the fan club, which is considered a powerful earning media in this era.

Wittawat Rungruengpol, Lecturer of Real Estate Business Project Thammasat University explained that in the past, artists, celebrities, and celebrities were used as presenters for real estate brands. Quite quiet! Especially during COVID-19 everything stops until the situation is resolved Entrepreneurs started to use presents again. Most of them are developers with quite a lot of sales. There are various projects focusing on corporate branding.

“The nature of real estate marketing First, focus on marketing for the project. Make it the second project to do corporate branding, such as Sansiri SC Asset Origin, which has a wide range of product portfolios, including houses and condominiums, with plans to launch a number of projects.

If it's a project, most of them are advertised through billboards and online. television commercials not popular In addition to launching a mega project that is rarely seen, but turns to do Corporate Branding, television commercials. through the presenter and advertised through the billboard Prepare sales documents such as brochures for distribution to customers.

By choosing well-known and well-known artists to do Corporate Branding, which does not want to persuade customers to buy directly but want to create brand awareness for people to see and remember which affects the decision to go and see the project Because having a famous presenter on the billboard is more eye-catching than the picture of the house project. including other advertisements

Nowadays, building a real estate brand is more difficult! due to the appearance of the project location The house style came out similar. Make communication inefficient, brand sinking! Real Estate Sales Strategy Therefore turning to attract more customers through online channels According to the behavior of today's customers who like to find information online, so how can customers think of the brand? Using a presenter is one way to re-brand and make consumers remember. and search for information

“Using famous artists as presenters When consumers plow through their Facebook or TikTok feeds, they are more likely to be seen. Have a fan club or sneak click to see Running into the brand's landing page makes the communication more attention-grabbing.”

Marketing screws indicate that famous artists and no matter what they do, talk about it as a trend in the online world. It is a good helper to build brand awareness. followed by making a review clip Or those celebrities may post clips talking about watching the project. create an engagement have joint activities project launch time which leads to the presenter's fan base called Ting or Dom who is ready to support artists

For example, Bukin and PP have fans who like advocacy in the communication aspect, resulting in Earned Media resulting from the behavior of fans (consumers), such as liking and sharing comments. Tag a friend to write a review, which is a good way to break the wall of blocking posts on the page. Because it is caused by an organic post from an artist's fan club who shares a clip in case the artist launches the project. or to visit the project make it more likely to be seen

At the same time, it is also a good opportunity to expand the foreign customer base. especially the condo A well-known foreign presenter will help greatly when translated into Chinese to develop further posts easily to penetrate Chinese customers, which is a large market. There is an opportunity to make more people interested in buying the project.

“This type of communication doesn't directly influence sales but gets more people to see your ads offline and online. Brand recognition in all channels, able to present projects more easily Ads don't look hard sell. Even if the condo ad is posted on Baidu. China's number one search engine makes it easier and more efficient for customers to find them.”

However, real estate developers You must also study whether to use artists to help sell each project or use it for Corporate Branding to help with the potential to what extent. There are still consequences such as the sale of bonds. especially companies listed in the stock market need credibility can't stay silent There must be continuous marketing activities. because it affects the confidence of shareholders

Source:https://www.bangkokbiznews.com/property/1071803

Date 6/06/2023