Effect improved transport links has on property prices & how to make your property marketing campaigns more successful.
by Gary Howard

The major Property Developers realise the impact that improve commuting times to our place of work have on the value of their new build housing developments.

The simple announcement of such a project is the most effective way to increase the value of your property similar to the impact your property location has by being close to the best schools and facilities. With a number of big infrastructure improvements on the horizon, there is an opportunity for marketers to think more strategical when marketing property by using geo-demographically profiled data and targeted direct mail.

The following case studies take a look at projects in progress right now. Projects that the very best property marketing solutions can help you exploit. Obviously, your Property Marketing strategy should have the location of your development at its very core and by default focus on targeting house buyers within a radius of the development but the data profile of a house buyer is more diverse now than ever and ‘a one suits all’ approach will be totally redundant in a post-covid economy.  

Attracting house buyers in 2020 is a targeted affair; be it up-sizers, downsizers, aspirers, “rent to buyers” they are all quite unique audiences requiring a different communication. Each one needs a targeted message based on their particular data profile.   

Many sales and marketing professionals use Precision Connects Propertytm to plan their property sales and marketing campaigns. They source GDPR compliant, geo-demographically profiled data from the most trusted sources as part of their fully automated prospect marketing strategy. Local prospect data is fully integrated into the Precision Connects Propertytm automated web to mail platform and provides the means to deliver a Street Level Marketing campaign to the catchment area of a specific property development.

The best Media Agencies and the most effective Advertising Agencies working with the most progressive Housebuilders in the UK use the Precision Connects Propertytm to help them. The speed of delivery is outstanding, achieved through a fully automated online workflow, feeding the most sustainable, carbon neutral print and direct mail shop in in Bury St Edmunds, Suffolk.   

HS2 impact on property values.

HS2 the second phase of the UK’s high-speed rail network, promises to transform rail connectivity between the north and south, creating what is called the ‘Northern Powerhouse’. As infrastructure projects go this is massive investment of over £56 million, to improve rail, road and regeneration. HS2 has the potential to alter not only the investment within the North but also redefine the commuter belt around London. Reduction of commuter times from Birmingham, Manchester and Leeds, making a commute to London possible especially from Birmingham will increase the demand for property along the route.

Precision Connects Propertytm makes use of the best features of Google Maps to precisely draw the areas along the route that you want to target. Once you have planned the area, Precision Connects Propertytm will provide geo-demographically profiled data on households along the route. You now have a helicopter view on the locations most to gain by the development of HS2, data on the households impacted and the means to send highly targeted communications to them.

Crossrail line opening spring 2021.

It was announced that The Elizabeth Line will open in the spring of 2021. I know you may think that this is yet another London centric project but think again because the impact will be much greater and have a remarkable impact on house prices far and wide!

Property in this area has already been affected but it also points to the fact that major infrastructure projects have the ability to create a boom in the property sector. This is where the GEO in Geo-demographically profiled data has real impact.

Street Level Marketing is a term first coined by the team of data analysts and technology enthusiasts that are make up the brains trust at Precision. They realised that to deliver the greatest return on investment for our sales and marketing campaigns we had to focus our attention on a single street or post code. This could only be achieved by using big data to drive a fully automated online marketing platform.

Why all marketers need to “Be More GEO.

Improvements to how we get to our place of work will always result in an increase in the value of properties nearby. This is the same for the best schools and the nice part of town.   

I have selected some statistics that bare this out but also why applying street level marketing will drive more listings for estate agents and interest for house builders. 

bitmap131% increase in house prices near stations since crossrail was announced.

bitmap110% reduction in commuting times can cause house prices to increase by 6%.

bitmap13.3% Annual additional increase in residential property prices around affected stations up to 2018.

bitmap1£133k Expected total uplift in an average residential property near a Crossrail station.

Build it and they shall come!

Be it Crossrail, HS2, or the building of the Cambridge South railway station near the fabulously titled area of Trumpington, the value of properties nearby will increase dramatically. Estate Agents and Housebuilders alike should factor this into their marketing strategy. Obviously, to increase the interest in properties they already have in the area but also to target using Geo-Demographical profiled data, those who may want to move closer to improve their commute and the future value of their property.

Use Drive Time Data as key factor.

Who lives within a modest drive time of my property has always been a factor for retail destinations where convenience is a key selling point. By highlighting how close you are to the outlet that is being advertised, you make your offer more attractive. But how about if we were to encourage sellers to list with you by stating that:

bitmap1Your Property on Coltsfoot Close is just a 15-minute drive to the new Elizabeth Line Station that will open in the Spring of 2021. Your house will be worth a staggering 30% more! Time to list with a professional, local agent who will always deliver the best value!

Estate Agent – Targeting local property owners.

bitmap1The new Bovis Homes development in Trumpington, Cambridge will be just a 5 minute drive time to the new Cambridge South station and just 45 minutes from Kings Cross. Perhaps for those living in Dagenham, it’s time to think about something truly life changing!

Housebuilders - Targeting Commutable towns close to London.

With postal prices using our Street Level Marketing product being as low as being as low as 14p for customer acquisition campaigns, now is the time to Be More GEO!

Gary Howard
Gary HowardChief Digital Officer
Gary has lived through the digital transformation and has survived to tell the tale. He is champion of local marketing and has worked with some of the worlds most recognised brands in delivering a national message to a local audience. Gary is often mistaken for Ed Balls, who is (in Gary’s opinion) a remarkably good looking chap with a razor sharp mind and a personality to match!

Get in touch with Gary:

Gary Howard
Gary HowardChief Digital Officer
Gary has lived through the digital transformation and has survived to tell the tale. He is champion of local marketing and has worked with some of the worlds most recognised brands in delivering a national message to a local audience. Gary is often mistaken for Ed Balls, who is (in Gary’s opinion) a remarkably good looking chap with a razor sharp mind and a personality to match!

Get in touch with Gary:

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