Q&A: Alex Rose on new homes marketing that cuts through

With more resale stock on the market than at any point in the last five years, housebuilders are having to work harder to get in front of buyers. 

We spoke to Alex Rose about where the pressure points are and what marketing tactics work best to convert enquiries into reservations.

Q. What can housebuilders do to attract interest in a slower market?

Alex: The primary constraints in the new homes market at the moment are visibility of new homes to buyers and affordability. 

It’s crucial that housebuilders understand the key buyer trends and local affordability in the areas where they operate.

At Zoopla, we’ve boosted visibility for new homes to offset the increased competition in the resale market. 

Our buyer insights reports provide valuable information on applicant demographics and help identify where demand can be unlocked and better targeted. This helps housebuilders optimise marketing strategies and support sales rates.

Q. How can builders adapt marketing tactics to target first-time buyers specifically?

Alex: Housebuilders shouldn’t underestimate the importance of promoting any buying schemes available on their developments. These can help bridge the affordability gap faced by many first-time buyers. 

Educating first-time buyers on the benefits of new-build homes such as lower running costs and 10-year warranties can also drive interest. 

Stamp duty is a big cost for first-time buyers in London and the South East, much more than the rest of the country. Developers should ensure they highlight developments where they are covering the cost of stamp duty as this will attract first-time buyers in these regions in particular.

Q. How should housebuilders be splitting their marketing budget between traditional methods and online channels?

Alex: At a time when margins are squeezed and sales rates are under pressure, it’s critical that housebuilders understand the ROI their marketing activity is delivering. 

Traditional marketing methods, such as mail-outs and flyers, can still play a complementary role at a local level from a brand-building perspective. However, online channels ultimately deliver the greatest impact to drive quality buyers that convert into reservations.

We’re seeing many housebuilders allocate over 90% of their budgets to online channels, where performance can be effectively tracked. 

Q. What are the biggest marketing challenges facing housebuilders right now, and how can they be overcome?

Alex: With more resale properties on the market than at any point over the past 5 years, competition for housebuilders has intensified. Standing out and raising the profile and visibility of new homes is vital to get high quality enquiries and support sales, particularly for developers operating multiple brands. 

Builders’ messaging needs to focus on clear USPs for the scheme, whether that’s the sense of community, lifestyle benefits of a development, or the incentives and buying schemes available. 

Marketing partners also need to step up and at Zoopla that is exactly what we are doing. We’re identifying more quality buyers for new homes, and have delivered over 50% more new homes leads for the industry over the last year. 

Our leads convert to reservations at a higher rate than any other channel. We continue to invest in our products and tools to give builders the confidence to continue investing in housing delivery.