How much does it cost to design differentiating development marketing collateral?

DESIGN COST GUIDELINE FOR PROPERTY DEVELOPERS AND HOUSEBUILDERS

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How much does it cost to develop marketing collateral for your scheme?

Do you already have a development specification for your project and your floorplans are set in stone? You can now start designing the unique branding identity for your scheme. Most often, we would have designed the interiors of your product, which would make marketing collateral development quicker, however, if you haven’t worked with us on the interiors, we can still support you with branding only.

 

Our branding and marketing collateral products are set up to attract early reservations and leads. We believe that VR products such as CGI’s and VR show homes are often equally impactful in creating a vision for buyer’s lifestyle, and this is why we include these assets into our core development branding packages. While other agencies, may not have in-house visualizers, we believe that the skillset we have internally gives us a competitive edge and allows us to create more powerful and impactful collateral.

 

The two of our most commonly purchased packages are Premium Development Branding and Standard Development Branding. 

 

Premium Development Branding - starting at £27,135 + VAT

 

  • Development of brand narrative for the project which will be the overriding concept for all marketing material (including color/ branding concept/logo)

  • Digital brochure design - up to 45 pages

  • Brochure copy/story

  • Pack of 12 photo-realistic CGIs (based on Ademchic specification or specification provided by the client). 2 external + 10 internal

  • Development microsite design including domain and 1-year hosting

  • Hoarding/banner design 

  • Virtual show home of one of your units allowing your buyers to ”walk-around” a sample unit in your development 

 

 

Standard Development Branding - starting at £17,870 + VAT

 

  • Development of brand narrative for the project which will be the overriding concept for all marketing material (including color/ branding concept/logo)

  • Digital brochure design - up to 45 pages

  • Brochure copy/story

  • Pack of 8 photo-realistic CGIs (based on Ademchic specification or specification provided by the client). 2 external + 6 internal

  • Development microsite design including domain and 1-year hosting

  • Hoarding/banner design 

 

 

The fee for delivering these packages includes a minimum 10% discount compared to purchasing marketing pieces individually, which is also an option. The difference between Premium and Standard packages above is the number of Computer-generated Images (CGI’s) as well as the VR show home. These packages are indicative, and it’s best to chat with our consultant to understand your specific situation and create a package that works for you. For example, if your project is nearing completion, we may advise you to style a physical show home, rather than create a VR one.

 

Looking for a more innovative approach to sales? Chat to us about social and paid search campaigns to line up the leads before practical completion. We will manage the campaign hands-on, constantly re-inventing your product, and testing the success of online campaigns until all units are sold. This product requires a minimum of £2,000 monthly ad budget and the fee is a mix of ongoing monthly payment + success fee as % of the sales price.

 

You may also consider extending the scope of the delivery to include other items that we deliver in our marketing offers, such as branded sample boards, area photography, Matterport show home tour, or online lead generation, you will be looking at higher fees. Every project will have its own unique circumstances and will require an individual marketing strategy. The above values are a good guideline of the average level of budget that is required to successfully launch a boutique development scheme.

 

Please note that on top of the Premium and Standard packages you will also require a separate budget for the delivery of the hoarding and printing of the brochure.

How long does it take to deliver a project?

An average marketing identity project takes circa 2 months to design. The timeline can be longer or shorter depending on the input from other professionals; estate agent (if appointed) for comments on the area, architect for sizes of units and floorplans, the client of bio and logo delivery, etc. Every branding package takes up an excess of 250 hours to deliver, many of which are spent brainstorming how to best present your project’s USP’s, how to style your CGI’s to create images that are aspirational and photo-realistic and how to create a unique brand that will differentiate your project from all other developments in your area.

 

Our pricing model is based on the number of hours we expect to spend on developing the concept and coordinating various suppliers for delivery. We invest a significant amount of time in aligning your marketing messages and ensuring that every marketing piece that represents your development positions it as aspirational and luxurious. We will spend endless hours styling your CGIs with trendy furniture, accessories, and soft furnishings and adding the same attention to detail to your brand, brochure, hoarding, and narrative. All that to create sales collateral that the prospective buyer will identify with.

 

 

What should I look out for when looking for a supplier?

We produce all items in-house, meaning that we have full control over the quality and delivery timeline, and we are not at the mercy of a third party’s timelines or budgets. During the project delivery, our clients have an insight into where we are in the project via a link to the project timeline updated on daily basis. All of the documents are stored in one place and you communicate with one Ademchic contact person, even if the design team includes 2 or 3 members internally. Our obsession with controlling the output providing quality for our clients may mean that our quote is higher than one of the competitive branding studios, but it allows us to consistently provide a high level of service and focus on your project without distractions. This is why clients return and commission us for more and more projects.

Could I get a discount for multi-project agreements?

A short answer is "yes" and that is also how we work with our most established clients. The more projects we agree on the same contract, the lower your average design fee.

 

We are able to achieve lower design fees due to the advantages that we gain working with the client on more than one site at the same time or on an ongoing basis - we have one weekly call for multiple projects, we understand the style we’re looking to achieve, and therefore our design concept stage takes less time on every new project.

 

From the workload point of view, our clients appreciate this increased efficiency of delivery, as well. Having one contact person for all things related to interior design, scheme’s marketing collateral, and show homes means that they don't need to hire administrative support to manage a number of suppliers that would normally come in to deliver all the various pieces of documentation. The client works with one company and one contact person that understands what they are looking to achieve, a company that will push the boundaries of design, one that acts in the client's best interest to align the messaging and facilitate faster sales.

Is there an option for a reduced scope and reduced fee support?

We understand that not every developer will have a branding budget of more than £17,870 + VAT and not every client will require us to provide all pieces of branding work. For clients looking for the same quality of delivery, but a reduced scope, we recommend Property Brand Lab. 

 

Property Brand Lab was born to cater for projects with lower GDVs, where the budget could stretch to only £10,000 + VAT. The Lab is a one-day workshop where we design as many branding assets as possible. We will generally work on the basis of templates for the website and the brochure, which speeds up the delivery. We will also prepare a number of branding options in advance, which will save us a lot of concept creation time on the day. The work we could deliver on the day will rely on your efficient decision-making. If you accept one of the designs we bring to the table, you could expect to design a scheme’s branding, a luxury brochure, and a development website in just 7 hours. If you require other assets to spice up your marketing collateral (such as CGI’s), can be added as add-ons and delivered before or after the Lab day.

LET'S TALK ABOUT YOUR PROJECT

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