Leveraging on a special occasion for fresh leads

By Joseph Wong

While real estate may not be the first thing that comes to mind when thinking about Mother’s Day, there are numerous ways for property professionals to employ a soft marketing approach to connect with prospects in their local communities.

Mother’s Day, which falls on May 12 this year,  offers an opportunity to honour the love and devotion of the remarkable women who have played pivotal roles in our lives since the very beginning. Unlike traditional lead generation strategies that rely on aggressive sales tactics, soft marketing techniques prioritise building trust and fostering long-term relationships with potential clients. By demonstrating empathy and understanding, property developers and real estate agents and negotiators can position themselves as valuable assets in the often stressful process of buying or selling a home.

After all, there was a recent heart-warming story of how several siblings in Sarawak pooled their resources together to build a home for their mother, who as a single parent, struggled financially to raise them into adults. 

Competitions and sponsorships

Running competitions with enticing prizes can be both enjoyable and beneficial for building excitement around your brand. While many property developers are already running various promotions, the possibilities for Mother’s Day contests are endless and it usually hits home quite targetedly since mothers tend to be a focal family member. Running a Mother’s Day contest for property not only generates excitement but also fosters a sense of community and appreciation for mothers everywhere.

Engaging with the local community through sponsorships presents a valuable opportunity for businesses to make meaningful connections. Merely slapping a logo on a sports team's jersey or a charity campaign won't suffice: Genuine involvement is key.

Many community groups organise Mother’s Day events, such as morning teas or fundraisers. It is essential for sponsors to proactively reach out to these organisations ahead of Mother’s Day to inquire about their plans and explore opportunities for collaboration.

One effective way to contribute is by donating a door prize and personally presenting it at the event. Bringing along branded merchandise like pens, notepads, water bottles and tote bags featuring your business name and slogan can further reinforce your brand presence and leave a lasting impression on attendees.

For businesses without existing sponsorships, Mother’s Day presents an ideal occasion to initiate involvement with local groups or charities. Conducting a simple Google search can provide insights into the various Mother’s Day events happening in your area, allowing you to identify opportunities for sponsorship and community engagement.

A barbecue at a picturesque park adds to the ambiance of a joint Mother’s Day celebration that is linked to real estate.

Business tie-ins

Hosting a Mother’s Day gift giveaway in collaboration with local retail and food and beverage (F&B) businesses is an excellent way to amplify promotional efforts while fostering relationships with neighbouring establishments. Property developers can tap into their mixed development, particularly those with commercial and retail components.

Partnering with a variety of local businesses such as florists, beauty salons, homeware stores, cafes and restaurants allows developers to offer more delightful surprises for Mother’s Day.  Many hotels, restaurants and cafes are offering special meals and deals but not many real estate professionals have tied up with them for a joint event. Remember that most eateries tend to be booked out and those without reservations are left in a lurch, hence, a joint Mother’s Day breakfast, brunch, lunch, tea, dinner or supper goes a long way.

Whether it is a game of chance or a skill-based competition, this initiative generates exposure for real estate business while spreading joy within the community.

By collaborating with businesses that offer products and services any mother would appreciate, developers create a memorable and meaningful giveaway experience. Moreover, each business receives the names and contact details of entrants, allowing for future engagement and relationship-building opportunities within the community.

A joint occasion 

Organising a branded Mother’s Day event within the real estate realm offers a unique opportunity to nurture relationships with both past and current clients. Consider hosting a brunch, lunch or outdoor banquet, inviting families to come together and celebrate Mother’s Day in a memorable setting.

Selecting a venue such as an upmarket restaurant, a banquet hall or even a barbecue at a picturesque park adds to the ambiance of the event. Enhance the experience by offering branded giveaways like flower bouquets or customised photo frames, showcasing thoughtfulness and attention to detail.

By bringing together cherished clients and their loved ones, developers, agents and negotiators not only strengthen connections but also foster a sense of community and goodwill associated with the real estate business. Sharing highlights from the event, whether through photographs or videos, on social media platforms can further deepen engagement with like-minded audiences and potentially attract new clients as viewers share the content.

To ensure the success of your Mother’s Day campaign, consider engaging professional photographers or videographers to capture high-quality visuals that reflect the warmth and joy of the occasion. Encourage involvement from staff members and industry suppliers to add depth and authenticity to the event.

Leveraging platforms like Meta for boosted campaign content maximises exposure and enhances visibility within the local community. For example, Meta has invested in artificial intelligence for years and it is now moving to the forefront of its business to improve content recommendations and ads across the company's services, according to Meta's online sales, operations and partnerships head Justin Osofsky.

By executing such Mother’s Day marketing initiatives with flair and creativity, real estate stakeholders can position their real estate brands as a caring and engaged member of the community, ensuring that when the time comes to list a property, the developer or agency is top of mind for potential home buyers or investors.

Factors to consider when buying a home for mothers

Purchasing a home for your mother is a significant decision that demands thorough consideration of multiple factors. From the property's location to its amenities, accessibility and future adaptability, each aspect contributes to ensuring a comfortable and satisfying living environment for your mom.

By carefully weighing these factors, one can make a well-informed decision and discover the ideal home for your mother. Several key considerations include:

• First and foremost, the location of the property is paramount. It should align with your mother's preferences and requirements, including proximity to family, friends, medical facilities and other essential amenities. Moreover, selecting a location with robust connectivity and transportation options is crucial for facilitating easy accessibility.
• Budgetary considerations are equally vital. It is essential to establish a realistic budget and identify properties that fall within financial constraints. Exploring various financing avenues, such as home loans, can help make the purchase more financially viable.
• Amenities also play a significant role in the decision-making process. The property should offer amenities that cater to your mother's needs, such as elevators, security systems, power back-up and healthcare facilities. Additionally, access to recreational amenities like parks, gyms and swimming pools contributes to a comfortable and enjoyable living experience.
• Accessibility is a critical factor, particularly if your mother has mobility issues or special requirements. The property should feature amenities such as wheelchair ramps, wide doorways and bathroom grab bars to ensure ease of movement and safety.
• Furthermore, it is essential to consider your mother's future needs when selecting a home. Opt for a property with a layout that can be easily modified to accommodate any potential changes in accessibility requirements or health conditions. Planning for the long term ensures that your mother's living situation remains suitable and comfortable as her needs evolve.

Purchasing a home for your mother involves thoughtful deliberation and consideration of various factors. By prioritising her preferences, budget, amenities, accessibility and future adaptability, you can secure a home that not only meets her current needs but also ensures her comfort and well-being in the years to come.

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