Traditional Property Marketing Tools Evolving in Cape Town
PropInsights: Real Estate Revelations
In Cape Town’s fast-evolving property market, the conventional “For Sale” board and the age-old tradition of showhouses stand at a crossroads. In an era dominated by prop-tech and online platforms, the question lingers: is there still a place for these iconic signs and open doors, or have they become relics of a bygone era? As the home-buying journey becomes increasingly digitised, we investigate whether the humble For Sale board and the time-honoured showhouse can hold their own in the tech-driven Atlantic Seaboard property market.
For sellers navigating the Atlantic Seaboard’s competitive property market, security, privacy, and exposure concerns have often shadowed the For Sale board and the hosting of showhouses. However, according to real estate expert Sandy Walsh, General Manager at Property.CoZa Prestige in Mouille Point, viewing these concerns as opportunities rather than obstacles is beneficial. “While prop-tech platforms and virtual tours redefine how buyers explore potential homes, there’s still an undeniable appeal in the familiar For Sale board and the immersive experience of showhouses,” she comments.
Walsh says beyond being a visual guidepost for potential buyers, these boards and showhouses can still play a vital role in sparking conversations, referrals, and neighbourhood buzz. She acknowledges that buyers increasingly use prop-tech-driven online platforms to search for properties, particularly in high-priced markets such as the Atlantic Seaboard.
“The development of virtual property tours, inclusive listings that combine reality with virtual reality (VR) imaging, sophisticated 3D technology and drone photography that provides an alluring birds’-eye view of a sales property are convenient and becoming more widespread,” remarks Walsh.
On the other hand, Walsh says both these conventional tools allow prospective buyers to get a better ‘real-time’ sense of the overall neighbourhood, what it offers, and local amenities like shops and local schools, as well as the other properties in the street, to envisage what it would be like to live there.
As a continually visible marketing tool featuring contact details of the real estate agent marketing the property, Walsh says a For Sale board indicates the property is being sold and generates curiosity and interest.
Conversely, showhouses provide an immersive experience for potential buyers to envision their future lifestyle in a home. Beyond their roles as property emblems, these methods spark conversations, referrals, and an extra exposure layer, she explains.
But despite the apparent convenience and ease of proptech in marketing properties, Walsh believes there are innovative ways to modernise tradition.
“Blending the enduring power of traditional marketing tools like showhouses and boards in tandem with the digital age can benefit both sellers and buyers.”
Walsh suggests alternative ways to leverage Showhouses and For Sale boards in property marketing.
Fresh Approaches to Traditional Showhouses
- Themed Event Showhouses:
Transform traditional showhouses into themed events that align with the property’s unique features. For example, host a sunset cocktail event on a property with a spectacular view or a cosy fireplace gathering for homes with rustic charm. These themed events showcase the property and create memorable experiences that potential buyers are likely to share and remember.
- Interactive Virtual Showhouses:
Embrace technology by offering interactive virtual showhouses. Use virtual reality (VR) or augmented reality (AR) platforms to create immersive, online showhouse experiences. “Potential buyers can explore every corner of the property from the comfort of their homes, enhancing engagement and widening the reach beyond physical attendance,” Walsh explains.
- Educational Workshops and Seminars:
Turn showhouses into educational hubs by hosting mini-workshops or seminars relevant to homebuyers. Topics could include home financing, interior design trends, or sustainable living. “This not only attracts a diverse audience but positions the property as a valuable asset within a larger lifestyle context,” explains Walsh.
Innovative For Sale Board Strategies:
- Neighbourhood Storytelling Boards:
Aside from highlighting the property, why not switch up the For Sale boards to also tell the story of the neighbourhood? “Including interesting facts, upcoming events, and local amenities on the sales board gives buyers a better feel of the surroundings,” remarks Walsh.
This unconventional approach appeals to potential buyers and fosters a sense of community, making the property an integral part of a vibrant neighbourhood.
- QR Code Integration:
Bring For Sale boards into the digital age by incorporating QR codes. Interested buyers can scan the QR code with their smartphones, instantly accessing a virtual tour, detailed property information, or even a direct link to schedule a viewing. “By merging the physical and digital worlds, it provides an immediate and convenient way for potential buyers to engage with a property,” explains Walsh.
- Social Media Integration:
Turn For Sale boards into social media hubs by incorporating hashtags and icons. Encourage passersby to share pictures or thoughts about the property on platforms like Instagram or Twitter using the designated hashtag. “Aside from creating user-generated content, it also amplifies the property’s visibility across online networks,” Walsh remarks.
Walsh concludes by stating that these modernised approaches aim to leverage the strengths of traditional showhouses and For Sale boards while incorporating technology and community engagement to benefit sellers and enhance their property’s impact.