As if the soaring cost of materials and scarcity of trades were not enough. Developers are now faced with the more unique challenge of providing a more intelligent, more remarkable product in order to meets the needs and perceptions of a more discerning, and increasingly savvy buyer.

Although the current market continues to generate unprecedented sales, there is still the definitive element that separates a wildly successful project from those that are not. New age marketing and brand perceptions have become increasingly important, more-so than the actual product itself in some instances. Of course the product has to deliver no matter what, demand is high for well designed spaces with innovative features and more pleasing exterior aesthetics. Meanwhile the critical mass has gradually learned that polished marketing and branding efforts are indicative of thorough research, on behalf of the builder, to further understand the complex needs of people and their demands of a living space.

Developers have been equally vigilant to jump on this learning curve, making it a mandate to put more and more effort & thought into how they want to create a better product, first and foremost, and how they portray their product as less of a product, but an experience. It’s more than a living space, it’s a lifestyle. It’s everything that’s inside and outside that living space that the buyer assesses and ponders if that’s where they want to be, and whether or not they will invest their money in it.

Mass marketing & the Internet have created a very well informed buyer; potential consumers now educate themselves before making a decision or visiting the project by comparing and contrasting price points, finishes, area locations, amenities and of course... image.

Once arriving at a Presentation Centre, potential buyers are enticed by interactive show suitdisplays and other targeted marketing materials, designed to tout more than just a product. Developers are creating smarter and more sophisticated marketing campaigns than ever before. A traditional ‘Sales Centre’ is quickly dismissed by today’s shopper who now expects a more retail structured presentation equipped with Virtual Presentation Centres, ViewEngines and Live Availability Boards for up to the minute sales status and price points. These features are no longer additional eye candy, they are necessary marketing materials to meet the needs of today’s buyer.

As developers continue to compete for your attention, it’s the buyer who benefits in the end. The bar is raised as builders strive to meet consumer ideals. If you’re currently in the market for a new condominium, chances are you’ll be drawn to the project that best suits your needs... and the project that best suits your needs will be meticulously tailored to catch your eye.   CL