Builders, developers and investors need to keep their target buyer in mind when marketing property, and new research explains the draw of new-builds for families.
Zoopla’s parent company ZPG Plc recently conducted a survey, Insights into new homes buyers 2018, questioning 600 UK adults who were either looking to buy a property in the next year or had bought in the last 12 months. The survey focused on what features were most important to them in a new-build home.
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What the findings highlighted was that new-builds were attractive because easy maintenance and convenience were a priority. Other important features included government-backed schemes like Help to Buy, a more straightforward sales process with developer incentive packages and energy efficiency ratings making mortgages easier to obtain.
Those surveyed believed that new-build homes are easier to sell and cost less to run over a year than second-hand properties. They also liked the chance to personalise their new home, choosing fittings, decor and furnishings prior to completion.
Marketing a lifestyle attracts buyers’ interest
ZPG’s report also revealed the power of a strong marketing campaign. When those taking part were shown adverts for new housing schemes, the most positive reaction was generated by lifestyle images, people they could identify with and key amenities, encouraging would-be buyers to imagine living a similar life.
The data collated suggests that housebuilders should be promoting the benefits of buying a new-build, reinforcing the eco credentials and low running costs, while offering period styling features. More than 50% of families stated a keen preference for new-builds, so developers should be aiming to use family-focused marketing material to promote a lifestyle concept to attract families.