What is the best out of the box way to promote a real estate product at a large scale?

Marketing & Advertising campaign.

Professional website specialized for construction and real estate development  companies.

Professional customer care/ service / follow (CRM) / Showing property / Presentations.

High standard specs.

Honesty and commitment / Delivery date and specs.

Payment facilities.

Housing loans facilities.

Interior design changing service.

Legal department services. 

By creating a master marketing plan including the traditional marketing tools

such as

- Direct sales

- Online promotions 

- Targeted Social media 

- Participate on events fairs.

- TV shows and Promotion and deals

Adopting the age old Traditional Marketing tactics of putting up a Billboard or Radio advertising will get you the attention you need but doesn't necessarily ensure conversion which is where Digital Marketing comes into action. Putting together a Digital Marketing campaign along with a touch of Augmented Reality of the Real Estate will make you stand out from your competition.

Including a 'HYPE' to your Digital Marketing Campaign - such as Only Selected People (INVITE ONLY) can view the Virtual Model will definitely get you the attention you want.

This along with the necessary staff (customer care / sales staff) to approach potential clients & sort out any queries will be impactful.

Good question, specially for those agents facing a dilemma with property selling in Dubai and Bahrain. 

Marketing is pretty simple, I could advise you to:

Opt for more "in your face" advertising, (social media, email campaigns, print, YouTube links))

Interact with your mass clients on ground, by participating or campaigning in BTL activities, Events, Conferences, Roadshows, Interactive sessions, workshops, walk thru setups etc. 

The rest,

Make a website, pull up a call center team, create a marketing pull to your estate,Etc etc. these are just the same old in the book topics, and you may as well be wasting a lot of your budget on prime time TVCs. (Unless you are Big)

I just read another comment below, where someone correctly points out, that it's not THAT simple. And also, it's time consuming (a longer sales cycle).

Specially, when estate is divided into commercial vs residential vs multi-purpose.

You cannot mass market your multi-million AED product like FMCG here. Only if it was a booming market, it could possibly get you those wholesale buyers sitting in Pakistan, India, MENA. Unfortunately, those are the same buyers, who are SELLING nowadays.

The question is, Out of the Box.

The answer is, Channel Development. Push your product. 

You already, have segmented your property into Commercial vs Residential vs Multi purpose.

You know exactly what you are holding, Prime vs Non Prime properties.

You know your clients are not the same as before, and they are not willing to pay the same rates.

You have a list of old clients, and some new entrants, and many around the world willing to invest if you can reach them.

You develop your channel.

(Be one stop shop for all)

Start from scratch, probably you already have all the list of commercial buyers, past customers, investment communities, financial investment sector, international estate agencies, affiliates etc.

Get on your jogging shoes and, Network, network and network.

Create your experience, bring the top class to it.

Indulge middle top segment.

As someone pointed out, create a loan facility with banking/financial channel.

Build your brand on trust and honor. And create PR with media for. Consistent exposure.

Anticipate aggressive bargaining.

Network with your peers, create your selling channel. Help them help you. Commission is the game.

Go back n forth, between BTL and TTL.

Always keep an eye for creating your opportunity, don't wait for it.

Listen to your prospective client. Build their sales pitch. Don't rush, don't delay. 

These are not hard and fast rules of engagement. But, these are the few roll-up-your-sleeve points, you will consider, when campaigning for product worth millions of $. The cycle is slow, so don't waste on time wasters.

Regards.

1.) Dedicated Website

Beautiful websites serve the same purpose as incredible curb appeal: because first impressions matter.

When I say “dedicated website” I’m referring to a web address specifically designed for the property. Most agents will list the home on the MLS and perhaps even on their company website but few agents have the ability or desire to create a specific website just for your property (such as www.12345ElmStreet.com – not a real site). While I’ve seen this technique used a few times over the years (especially with higher end listings) – honestly: the design generally sucks.

Most real estate agents are not designers and the websites usually look like they came out the internet circa1997. However, incredibly good looking websites today are easy (and fast) to make and publish without using any code at all. I’m not saying the website needs to be designed by a graphic artist – but basic a basic aesthetic appearance shows you buyer you are offering a quality product.

2.) Facebook Advertising

I’m going to make a guess and say that you probably have a Facebook page; as do I, my business, your business (you better!), your neighbor, your family, and the guy who is going to buy your next house. So why not target that guy using the same social media? You can even send him directly to the dedicated website you created from above!

Facebook ads allow you to target individuals who live in a specific geographic location – which in turn allows you to create ads that target and mention those locations specifically. These type of ads are clicked on much more often due to the “local” feel that ad has.

3.) Staging

You’ve all heard of “staging” before and probably have seen amazing pictures on television shows like Flip That House or websites like “123Flip.com” so I don’t need to belabor the point. However, staging is incredibly important for making your home stand out above others in a crowded market but unless your home is selling at the top of the market don’t expect your real estate agent to offer any staging help.

If you don’t have staging furniture of your own or don’t sell enough property to make it a worthwhile investment, consider renting furniture from a “rent to own” furniture company like Aarons or Colortyme.

Well.. Take things in a smooth flow.. Lets call it Liquid and Linked. Liquid because it would suit everyone's need. There would be something for everyone. Just like liquid takes the shape of any container its poured in. Linked because it needs to connect with the right people having the right purchasing power. Things should be taken in steps.

First, Identify the real TG (Target Market).

Second, Do a small Dip Stick on their lifestyles and needs

Third, Create Model homes. All decked up and furnished. And project them on whatever platform deserves presence.

Fourth, make a TV game show for families or better yet, strike a deal with such an existing TV programming. Pull out a few inspirational and emotional stories out of it and give a family or two their dream home in a winning prize. Yes the same model home you created hype about in the third step.

Fifth, engage with the winning family and celebrate them on different platforms and put their testimonials everywhere possible.

Six, Strike deals with financial institutions who can help the prospective buyers get the best deals. Talk about these banks and their service for the Real Estate project in the TV Game show. Let the banks talk about you as well.

Seven, Create a virtual tour of the Real Estate for the prospective customers to navigate through their dreams.

Eight, Play the price card. Shout out a price range that encapsulates most of the target audience.

Nine, Make it look like a limited edition thing with time running out and very few spaces left to sell.. Give an impression as if everyone's after these little remaining pieces of real estate.. Wait for them to come to you.

Ten.. The communication should be simple. It should have one objective for the sales team. It should SELL or Else just like David Ogilvy once said.

BUT... Lets first see what the brief is. This question alone cannot ever be justified by any answers. But if its sole objective is to see who thinks out of the box, it serves the purpose pretty well.

Best of Luck Everyone!

1. Have a tie ups with corporate they are the people with consistent and good income proof. Work out the interest rate with tie up with banks/ financial institutions.

2. Promotion of these at the right segment where we are targeting to reach out for the customer.

3. Provide with the most important amenities generally a customer looks in for.

4. Assurance about our project completion on time, else EMI will be borne by us till the completion of project.

Make a budget proposal first for the planned Advertisement.

This should include the proposed and canvassed budget for the following:

Billboards

Television and Radio Ads

Social Media

PR with Clients

Internal Promotions

External Promotions

The following must a target date to be accomplished. 

Return on Investment and Possible Income must be forecasted also

Thank you

An out of the box approach for promoting real estate venture,  will be to focus primarily on the theory of "to make a noise in the real estate market" 

But before initiating on any Promotional Plan, it will be advisable to do a market survey to evaluate and understand the target market. 

Then work on the following:

1. Focus Promotional campaigns both BTL and ATL 

2.Demographics

3.Target Social Media 

4. Participate in Real Estate Expos such as City scape 

5 .Aggregate all the results and evaluate the outcome and execute price point and selling strategy.

creating a social media campaign based on contests to increase brand awarness and engage the potential customers

Simplified Terms and Documents

Design a SMART (Specific, Measurable, Achievable, Result Oriented & Time Bound) promotional package.

Transparency of cost, highlight the cost effectiveness and the ratio of returns, with deep knowledge of subject industrial market for competitors analysis and how your range of products and services stand out from the rest.

Categorise the list of targeted customers, or large corporate companies and conduct presentation in collaboration with the company's representative, offering them special discounts or benefits.