IF you ask anyone in the field of property marketing what the formula to a successful sell is, you won’t be getting a single, definite answer. Different styles and strategies come into play, and there is no one way to succeed. And if anybody has found the secret, it’s a long shot they’d let anyone else in on it.
But like any booming industry, there are, indeed, ways to seal the deal (or preferably, all deals). Through time immemorial, guidelines have been set for marketing properties to the various demographics waiting in the wings. Other than the trends and fads that come and go, not much has changed the game—until now.
Finding the common sense
With the rise of machinery and hyper-interactivity, the new ‘magic spell’ for property marketers is multisensory technology. A specific set of state-of-the-art hardware and software brought together to stimulate and engage with consumers in a distinctive way, multisensory tech has already been utilized by a wide array of related industries that include giant brands like Globe Telecom, Mercury Drug and Ayala Malls.
Newer studies by Miller Brown have shown that more than a fourth of Fortune 500 companies are making use of multisensory marketing techniques. Even unlikely scenes, like the auto industry, are seeing a large rise in scenting and exclusive sound.
Although scented show rooms and curated visuals are hardly news within the circle of industry leaders, the specific use of multisensory technology has only seen a rise in the field as of late, essentially generating deeper connections with buyers and investors alike. With a connected and harmonious tech ecosystem that works as one unit, you can produce sensations for sound, sight, touch, taste and even smell.
What makes this so groundbreaking, one might ask? Well, in the marketing game, creating deep relations and memorable interactions with your target market changes the game from getting a “possible sell” to keeping a “long-term client”. That’s why transformative techniques like this come into play—to trigger positive vibes, generate emotional investment and generally appeal to the human element of property that is woven in its fabric.
With property-development leaders in the Philippines, like Ayala Land and Robinsons Land, investing in multisensory integration in their show rooms, it becomes clear that the top dogs have chosen the game changer in property marketing.
The step-by-step process of property marketing in coordination with multisensory technology creates a rhythmic method that eases people into that coveted deal.
Enter the scene of the property: You lead with impactful visuals that are not hard on the eyes and attractive enough to pursue. You follow this up with a unique yet identifiably agreeable scent that adds brand distinction and comfortability in the space. Add an actual touch of interactivity by allowing platforms for feeling fabrics, textures and materials. To add a homey touch, serve a light and flavorful snack that is complementary with your theme. All this, of course, is executed with a carefully chosen track playing in the background and adding the ambiance and mood.
The perfect space is simply a treat to the sensorium, calling upon recollection and ease to complete the package. And when all’s said and done, all that’s left is the contract.
AudioWAV Media Inc. (WAV), one of the top Asian hubs for multisensory branding and technology, championed the effort to spread this transformative marketing device right from the Philippines. Speaking with the company’s president and CEO, Caloy Hinolan, I learned further insights into the intricacies of mixing sense and sensibility into brand reform.
“Multisensory technology cracks through that barrier of incessant imagery and distraction that bombards consumers in every industry these days,” Hinolan said. “That’s why over 50 million consumers are affected by multi-sensory tech every day without even consciously being aware of its presence. This is how property developers and sellers create more traction for their spaces.”
This rings true with the likes of 8 Degrees Apartments in Oakleigh, Australia, completely selling out their apartments within 89 days due to their use of multisensory marketing tools. In local terrain, Robinsons Malls has made use of WAV’s sphere to help generate foot traffic of up to 34.5 million people in just one month.
WAV has successfully established itself as the spearhead of multisensory branding in the Philippines, finally expanding its reach by introducing its initial public offering to the public this March, promising bigger and better things for multisensory branding.
And as the power of multi-sensory technology grows and starts burgeoning more on the industry, I’ll be looking forward to the next era of property marketing, with a more concrete “sense” of what’s to come.