The power of brand merchandise in real estate is often disregarded when it comes to building a strong brand. When in fact, branded products are a great way to gain brand recognition and to stay at the top of mind with your customers. They are not only a powerful promotional tool, but they are also valuable for your clients and can be used to create a sense of loyalty in them towards your brand as well as to invoke a conversation about your business.
Promoting an experience, a lifestyle, is a key element of marketing strategies in real estate; it is about cultivating the idea, the feeling of being part of a community. Promotional products and/or merchandise can aid to create that sense of belonging, build an audience, pull people into your brand experience and eventually lead to sales conversion and customer loyalty.
Merchandising as a Branding & Marketing Asset
As we wrote in one of our earlier blog posts How to Define Brand Touchpoints for an Optimal Customer Experience, your customer’s journey is in essence divided in three stages: pre-booking stage, during, and post-stay. Promotional assets and/or merchandising can be easily allocated at each of these stages.
- Pre-booking stage: whether you promote your brand through collaboration with institutions, other businesses, at fairs or events, using promo materials and give-away gadgets can leave a memorable and lasting impression among your audience.
- During: welcome your new guests/residents with a goodie bag, reward them with your branded merchandise, help them connect and engage at every day level with your brand. Retaining active customers is more important than ever and through merchandising for real estate, guests/residents can easily become returning visitors first, and brand ambassadors later.
- Post-stay: your guests/residents will eventually move out, but they will carry their experiences with them. Provide them with items that they will use in their everyday life, keep them connected & engaged with your brand and inspire them to spread the word among their friends and relatives about their living experience at your space.
A successful merchandising strategy will also be extremely helpful to continue building the brand identity in order to gain exposure and recognition.
Choosing your Merchandising Material
There is a broad choice of merchandising products that can be useful to promote your real estate company, but the main focus should be to distribute sustainable, eco-friendly products that people use in everyday life.
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Originally published at www.spatial-experience.com on November 20, 2019.
