Tailoring Your Property Marketing Messages to Three Distinct Prime Audiences - Edition 2

Last month, I wrote about the broad characteristics of the prime market (https://bydesignhomes.lifesycle.co.uk/blogs/premium-property-marketing-masterclass-edition-1). In the UK's upscale property market, one size does not fit all regarding messages. The market is as diverse as it is lucrative, catering to various prime audiences with varied lifestyles, preferences, and financial capacities. Understanding these distinctions is not merely advisable for estate agents and marketers - it's essential for crafting effective, targeted marketing strategies.  

Based on income and house prices, three distinct audiences emerge. 

The audience with the highest property prices is called "City Prosperity," consisting of high-income residents residing in some of the most desirable metropolitan areas. These households vary from successful young professionals to established wealthy families.  

The quality of housing, the status of the neighbourhoods, and easy accessibility to city amenities play a significant role in their lifestyle choices. Their homes are often situated in upmarket city streets and come at a premium price. This segment usually engages in high-status roles in finance, technology, and information sectors, earning them substantial incomes and high levels of discretionary spending. 

Being well-informed is crucial to them. They are highly connected, spending much of their time online and consuming news in both digital and print forms.  

With the plethora of shopping options nearby, this audience prefers high-street supermarkets and local boutiques, especially those offering organic and premium product ranges. 

 

The highest income goes to "Prestige Positions", which comprise affluent families living in spacious homes in sought-after neighbourhoods, often in suburbs or smaller towns with good city connections.  

These homes usually have multiple bedrooms and are surrounded by gardens, adding to the property's market value. High educational attainment and professional success characterise this segment. They frequently hold managerial, professional, or directorial roles, earning excellent salaries. 

Though not all are experts in navigating the digital world, the internet is a practical tool for information, financial management, and occasional online purchases. 

This group often owns more than one expensive car, which they frequently use for shopping trips to local stores and farther shopping hubs. 

 

Sitting behind the first two is the "Country Living" audience, mainly older individuals or families who prefer the tranquillity of rural life. They live in attractive homes that often carry names rather than street numbers. 

Whether commuting to professional jobs or running home-based businesses, this group enjoys a comfortable income. Many are retirees benefiting from substantial pension incomes. 

This audience has a more cautious approach to digital technology, primarily due to slower internet speeds and less confidence in navigating the online world. 

Given their rural settings, cars are not a luxury but a necessity. They shop online and at local stores, often opting for free-range products. 

 

Understanding the intricacies of these different groups allows for crafting highly personalised marketing messages. From language and visuals to the choice of marketing channels, a nuanced approach will yield the best results. 

Marketing in the prime property sector requires a keen understanding of the varied audiences it serves. A one-size-fits-all strategy won't do. In the next edition, I'll explore the media you should use to reach prime audiences. 

To find out more about these segments, drop me a line. 

Simon Leadbetter, Unchained.Marketing