As the property market has begun to reopen over the last three weeks, new home builders have been getting to grips with how to safely allow buyers in. This typically involves social distancing and increased sanitisation processes but above all much lower levels of footfall on site due to the need to now operate an appointment only system.
The key questions are around the mitigation of risk. The social risk of keeping everybody safe but also the commercial risk of opening sites with reduced and unpredictable footfall.
This means it is critical that you get the customers in through your doors who are most likely to buy and buy quickly.
There are two significant opportunities for new home build marketers to generate immediate results;
Want to Move
The majority of properties that were For Sale or SSTC pre-lockdown, remained on the market over the last few weeks and those vendors will now be looking to move as quickly as possible. The following chart displays the housing market sales funnel as it stands today…
There are 552,000 properties currently either ‘For Sale’ or which have had a ‘Sale Agreed’ but not yet had Searches Ordered. This large audience who have been “held back” throughout lockdown will want to progress their move quickly and one of the best ways of doing this will be to look at new “ready to go” homes.
Can't Move
We have seen a significant rise in sales which have fallen through and properties being withdrawn from the market, both since the start of lockdown but even more so since restrictions were lifted. As buyers tried to negotiate discounts to reflect a possible reduction in property prices, chains collapsed across the country.
These sellers present an excellent opportunity for new home builders to promote Part Exchange offers which can quickly help to re-build a chain or enable someone to move hassle free.
TwentyCi are experts in the UK property market and already work with the majority of the largest house builders, providing data driven multi-channel home mover marketing campaigns. It is now more important than ever that marketing spend is targeted to those individuals who are most likely to buy and we can help to ensure your message reaches engaged movers.
New home builders are some of the best placed businesses to help these audiences move forward and need to capitalize on this to ensure maximum ROI on their marketing spend. There has never been a better time to promote offers such as Help to Buy, Part Exchange, Move Assist or Downsizer packages.
So, if you are looking for the best bet to boost your business post lockdown we can help you make sure the right people come through your doors. To find out more, contact dominic.blythe@twentyci.co.uk