Although the property industry has a vast array of marketing tools at its disposal, developers who are making the biggest impact are personalising their marketing by offering buyers a unique customer experience – with tailored gift bundles quickly proving to be an invaluable part of a project marketer’s arsenal.
While the idea of giving buyers a gift on settlement of their property isn’t new in the development industry, there are now ways that the process can not only become easier to manage, but more meaningful and personal for the clients receiving gifts.
Going further than stock-standard traditional hampers, developers should now be looking toward how they can offer gift solutions that are aesthetically matched to their project, suit the intricacies of their brand and work seamlessly with their project-specific marketing messages.
Melbourne-based boutique gifting agency, Style Bundle, has seen this opportunity and made it their mission to work as an extension of the developer’s marketing team, creating highly customised gift bundles using unique Australian boutique homewares.
Every gift is designed to elevate the settlement experience and provide a lasting impression for the developer’s brand.
Improve buyer experience
Developers understand that delivering gifts to buyers improves the customer experience and increases memorability of their brand, but delivering highly tailored, specialised and niche gifts to buyers can also work to increase customer satisfaction, build relationships and increase the potential for referrals.
Style Bundle’s Suzy Leys explains that a highly-customised gift shows the client that you are willing to go the extra mile to give them a more personalised experience in order to build a stronger relationship.
“When a property buyer chooses a house off-the-plan, the customer journey can be extremely long, from when they put a deposit down to when they settle. We can work with developers to identify key milestones along the journey and create a customised gifting program designed specifically to elevate the customer’s experience and keep them engaged and happy throughout the lengthy process,” Leys said.
“Since we work in collaboration with the developer’s marketing team, our gifts are highly-tailored to each project and work to show the buyer that the developer has been thoughtful about every element of their gift. ”
Provide highly-tailored and individual gifts
To make a lasting impression and to have the most success in building and maintaining buyer relationships, developers should be looking for gifts that are highly tailored and individual.
The gift bundles should be designed to suit every aspect of a project – right down to the key marketing messages and the architectural aesthetic.
“A gift bundle should be more than the simple hamper that the buyer may already be expecting. Instead, it should be highly tailored to the individual project aesthetic, marketing messaging and based on what boutique homewares may be trending within the specific buyer demographic,” Leys said.
“An example is a recent project where every element was highly considered. We matched the items in the bundle perfectly with the bathroom design, so the gifts were styled with gold and marble, and included a personally signed book from the architect. We even worked closely with the marketing team to create a signature scent for a candle exclusively for the development.
“Our processes also allow us to include items highly personalised to each property – like keys, apartment remotes and other critical items supplied by the project team – allowing the gifting experience and handover to be seamlessly integrated on settlement day. The entire package creates a wow factor that will leave the longest impression on buyers.
“It’s not just about owner-occupiers though, by gifting to investors, developers can capture the essence of the project in a stylised gift bundle and send it out to investors to make them feel closer to the project.”
Save time and money on gifting
Through working with a gifting agency like Style Bundle, developers can access a number of warehousing and fulfilment options – meaning that the project team no longer has to worry about managing assembly and storage of gifts within their office, or spend time concerned with the logistics of delivering each gift bundle to the correct recipient.
By working as an extension of the project marketing team, Style Bundle have simplified their operations to take care of everything from warehousing to on-demand ordering, to direct delivery. Their specialised team has more than 30 years of combined experience in corporate advertising, marketing, business strategy and HR, and works closely with developers to understand each individual project.
The gifting agency ensures the perfect gift is conceptualised, sourced, created, packed, stored and then sent directly to the right people on the right dates, giving developers access to the entire creative process from the outset, through to delivery. Developers save on storage and resources and can choose from structured payment options to suit their business.
Style Bundle offer a complete gifting experience that works to resonate with buyers and to create a long-lasting relationship.
Rather than enjoying the thrill of a sale in the moment, developers can offer buyers lasting gifts that keep them celebrating their important property milestones, and maintain a positive impression of the developers’ brand throughout the entire customer experience.
Style Bundle are helping clients around the country elevate their gifting game. And working with a creative gifting agency rather than just an off-the-shelf gift company can take your client relationships to the next level.
Get in touch at email@example.com to organise personalised bundle ideas for your next project.
(This article originally appeared in ‘The Urban Developer’ www.theurbandeveloper.com)