Level up your marketing strategy: harness the power of awards
During this uncertain time, marketers in the housebuilding industry are probably a little unclear as to what their communications strategy will look like next week, let alone for the rest of 2020. We are all adjusting to a new, flexible schedule of launches and deadlines – and the awards organisers are no exception.
Many high-profile ceremonies have been rescheduled to take place in the autumn, which means an action-packed schedule later in the year. In the meantime, however, there are a number of award entry deadlines looming which, at the moment, are not being delayed:
Entry Deadline: 1st May 2020
Supported by the Mayor of London, the NLAs seek projects of the highest design quality which make a positive contribution to their surroundings and to life in the capital.
Entry Deadline: 1st May 2020
The Housebuilder Awards cover all aspects of the industry including design, customer satisfaction, community engagement, sustainability, marketing, regeneration and more.
Entry Deadline: 8th May 2020
The Estate Gazette Awards will celebrate developers, advisers, suppliers and investors in the built environment. Criteria rewards innovation, future proofing and best practice throughout the supply chain, with a focus on how businesses are tackling climate change and making a positive impact.
Entry Deadline: 28th May 2020
The British Homes Awards honour every aspect of housebuilding from one-off houses to major developments and placemaking on a grand scale with a strong emphasis on the architecture. Categories also include interior design and landscaping.
Entry Deadline: 3rd July 2020
Now in their 40th year, The What House? Awards are one of the longest-standing awards in the industry and include a myriad of categories to suit a wide range of residential projects. The projects are judged and shortlisted from the written presentations, before the judges undertake site visits to determine the winners.
Now more than ever, we understand that winning an award has to be about far more than a pat on the back from your peers. A tailored, strategic approach to awards must be a valuable addition to your sales and marketing plan.
Third party endorsement
A winning award entry (and a commendation or being shortlisted), can provide some real gravitas for your customers – a recognised and respected endorsement of your product by a third party. The power of such an endorsement cannot be underestimated; it’s proof that your home or development is better than the competition.
Industry recognition and awareness
Successful marketing isn’t just about reaching the end buyer, and the same applies to an awards entry. Few of us work in isolation (well, digitally at least), especially in the property industry and winning an award, especially on a large-scale platform, shows potential future partners why you are a step above the rest. What’s more, the networking opportunity at national competitions provides the chance to meet a host of other potential new collaborators.
Of course, the most important component of an award entry is indisputably the development, home or initiative in question. However, as with all marketing channels, consistency of message and brand reinforcement is paramount. Your award is not just an award, but another tool in your kit with which to promote and market your product in the future.
Overall motivation and satisfaction
Not only do awards recognise your outstanding projects, but also the people who helped create them. Accolades increase your team’s morale and recognise their personal contribution and achievement – all of which enhances their commitment and productivity!
For more than 20 years, we have created winning bespoke entries for our clients. We’ll help you find the right opportunities at the right time and guide you throughout the process, to make sure your entry has the best chance to succeed. If awards are something you’d like to consider as part of your marketing strategy, or you are wondering whether your developments or projects are suitable, call the PHM team on 01483 561119 to find out how we can help.