Challenges
Branding matters to property developers just as much as everyone else. With the rise of new residential developments in recent years, maintaining a strong reputation and image has never been more important for developers wanting to stay ahead of the game. It’s no longer just about provision of homes, but also projecting a lifestyle for owners to aspire towards. At the same time, there is the never-ending challenge of cutting through the clutter. Ensuring their project stands out to potential purchasers, creates interest, and subsequently entice purchase is the ultimate goal.
Approach
To do this, we had to look at things holistically. We sought to understand what are the current perceptions to the various developers in market. What were their corresponding development projects bringing to the potential homeowners and identify gaps. Using both Qualitative and Quantitative methods, we were able to not only help our client measure where they currently stand, but also how to influence the ‘shopping’ process. We also zoomed in on the prevailing trend at the time of ‘Eco-living’, what it meant and how it can be made more relevant to purchasers.
Results
The findings helped to provide insights into how the client’s brand was doing. Where it stood in the market, and reputation it had among like-sized public listed companies. It paved the way for a re-branding process that took two years to complete which resulted with an updated look, more modern positioning and refreshed marketing initiatives.
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