Property Marcomms – why bother?Digital Manager
Let’s be honest, marketing and communications in the real estate sector (Marcomms) hasn’t had a great reputation over the last 15-20 years. It was ignored, considered fluffy, and was notorious for being the first budget to be cut in difficult times. Campaigns were cheap, often receiving less than 1.5% of development value in terms of budget (compared to 6% in most sectors), they were poorly written, and frequently used the wrong tactics, failing to reach target audiences. Consequently marketing became ad-hoc, switched on and off in a horrifically expensive way. The financial crisis changed all of this.
Marcomms is now firmly back on the agenda. It is one of the sharpest weapons to ensure your real estate ambitions succeed, that value is released or managed, and that your brand and reputation is nurtured in this fast-changing global marketplace. It now has a well deserved place in the property business plan. Innesco is at the leading edge, redefining what marketing actually means to real estate professionals. What does it mean to you?
Dan Innes, Managing Director