PROPERTY POSITIONING
Polaris is redefining real estate marketing for the new economy.
Our buyer-focused strategy digs deeply into the attitudes and needs of tightly-defined consumer segments. Micro-migration patterns, socioeconomics and psychographics all come into play when targeting buyers in our new real estate paradigm. We understand the important roles that image, consumer aspiration and branding and positioning play to add profit to new properties. Our branding and advertising efforts have garnered billions of dollars in urban and suburban real estate sales.
Property Branding
Branding a property creates needed differentiation. Polaris works with clients to develop unique positioning and a strong brand identity that includes project identity, logo and graphic standards. We work with nationally-recognized marketing firms to determine a development’s core strengths. We then create a unique identity for each property that can extend through all communication channels – from the sales office to signage, from advertising to public relations and from social media to websites. And because market conditions can change over the marketing period, we consistently validate and refine messaging to resonate with its target prospects.
Competitive Advantages
It is imperative to evaluate a property’s market position by comparing it to its competition. Polaris expertly evaluates advantages, such as finishes, pricing, location and perceptions relative to the market, as well as potential disadvantages and the steps necessary to overcome them. Polaris can provide the analysis and fresh ideas to position a new product in a cluttered marketing environment.
Target Market Analysis
As part of our pre-construction consulting work, Polaris researches demographic trends and psychographic profiles to identify and provide an extensive analysis of the core customer profile. And after the sales office is open, we continue reviewing of the core customer profile to ensure marketing strategies maximize customer conversion rates.
An understanding of buyer dynamics incites action through an appropriate communication strategy.
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