In our next 2021 #propertymarketing blog, Focus Experiential Managing Director Ben Tucker talks us through his top tip for 2021.
Looking at the new homes sector specifically, you can see customer buying behaviour and decision making has changed significantly in the past 12 months. There has been a steady change happening over the past 2-3 years, but the pandemic has accelerated behaviour changes considerably (some factors being forced upon customers given the pandemic restrictions) and the industry has had to react in how it markets its developments in a physical environment.
"people's wants and requirements are changing, partly in response to the pandemic and how their work/life balance has changed and partly because they see a home as a real ‘home’ now"
Potential house purchasers today want to see more from new developments upfront. They want to know what the lifestyle will be like, what amenities or facilities will be in place and how their lives will fit in this new location. Although still very important, the proximity to the train station or travel links is no longer the number one priority. Is there space to work from home? What outside space is available? How well connected are the homes for digital services? Who will their neighbours be? Are there community spaces or groups? This is not an exhaustive list and what it’s starting to show is how people’s wants and requirements are changing, partly in response to the pandemic and how their work/life balance has changed and partly because they see a home as a real ‘home’ now – not just somewhere to lay their heads before they hit the commute.
At Focus Experiential this has seen a shift in the type of briefs we receive from the clients within the sector, and we have adapted our design ethos, style and skill set to accommodate. More and more we are being asked to create lifestyle hubs rather than marketing suites, accelerate on-site facility spaces such as concierges, gyms or work-from-home lounges to showcase to buyers the lifestyle and amenities they could have. Our job now is to immerse ourselves into that lifestyle and bring it to life through our designs and layouts for on-site presence alongside the ability to digitise this vision catering for the shorter-term needs of the pandemic restrictions.
No longer is it our remit to just provide some wallboards, a site plan and desks. We need to innovate, reflect the target audience’s wants and desires, and showcase the developments in different ways to the buyers because it’s as competitive as ever and no longer does being a mile closer to the train station give a development the edge.