In a cold property market, the customer mindset is a conservative mindset.
First home buyers are taking their time, we’ve seen a step up in leads whose timeframe to purchase is longer than 12 months (source: Social Garden lead profiling data, Aug ’21 – Feb ’23).
Customer behaviours change due to a level of insecurity that results in lower urgency and longer timeframes to purchase. In a hot market, a potential buyer would typically have a reduced consideration set and a sharp eye on product and price.
Often the first point of contact for a buyer is the project brand — not the parent brand. However, with fears on track record & quality, how do you raise the value credentials of the master brand throughout those initial critical interactions and provide peace of mind to your customer?
A robust organic content strategy.
A longer timeframe to purchase means evolving information needs.
Customers with higher touch points directly correlate with higher conversions.
With 12+ months in the market, customers will be using your organic offering as an additional consideration level. It’s important not to treat organic as an extension of your website, but approach it with a different, softer value exchange.
Remember that you’re creating a community today, for your customers of tomorrow.
Frasers is doing exactly this. With rich organic content, they can directly address any roadblocks or queries that anxious customers might have. When you solve the need for one, you solve the need for many, and providing a free, no-strings-attached resource will ultimately build trust.
Frasers have their eyes set on the long-term prize. By generating value today for a prospective audience, you build out a future pool of prospects which you can then harness in your paid strategy — which for Frasers provides an opportunity to change how the brand communicates through a project lens.
