The first in our 2021 blog series, Creative Director Jason Riley talks us through his #propertymarketing tip for 2021.
Switching printed brochures to digital alternatives is not a new brainwave, but its significance has changed since the COVID-19 pandemic, where buyers have been forced to view homes from a distance.
"the opportunity to empower the customer with a greater depth of information"
At Focus, we are using ePublications to enhance the content of static brochures into a more engaging, information-rich experience which gives customers access to content at any time and instantly via their mobile devices.
Something we believe reflects the modern customer, who poses the conundrum of wanting more information than ever before, yet also craves quick, easy to digest information in an instant.
An ePub’s ability to animate content and capture attention via embedded video is one major benefit for the end user, but we are more driven by the opportunity to empower the customer with a greater depth of information – allowing them to dig further than they can with a static printed brochure. Plus, from a creative perspective, being able to mask a wealth of content behind interactive sequences means we can retain the aesthetic of clean, uncompromised page layouts which is a real bonus.
From a property marketing perspective, switching to an ePub format presents a more cost-effective spend with easier updates and additions to the content along the development life cycle. It also presents an environmentally-friendly option to a society whose eco-conscious mindset is shifting, and it allows a stronger connection with customers, who since COVID-19, are more detached in their social interactions with salespeople on-site.