The Developer Journal Issue 2 | Page 59

be highly visible in both the print and digital realms , and should be delivered by experts in the community , that understand what community embodies . So , what ’ s your ‘ road sign ’? And how do you get people to see it ? By harnessing technology . Useful website content ( content is king , remember ), search engine optimisation , relevant linking , and the use of social media are all necessary to communicate the experience your development offers , thereby gaining traction and achieving the relevance , sales and reputation mileage you require . Relevance and the credibility of the platforms are your unique magic wand .

This is no longer a here today , gone tomorrow kind of exposure – today ’ s news is no longer tomorrow ’ s fish-and-chips wrapping . The longevity of content in the digital realm encourages quality of workmanship and credibility , and provides a long-term resource for potential customers and investors to tap for information . Your message , within a digital environment , if utilised correctly , has near-immortality . Tie this in with other relevant , credible information , and you become a part of the community .

So how does one go about creating this ‘ near-immortal ’ content ? Firstly , you should ensure that all content is credible and represents you accurately . You need to outline your vision , detail your plans to make this vision a reality , and discuss solutions to potential real-time problems . You need to create content that enables foreign investors and out-of-town buyers to experience your estate – they need to be able to ‘ experience ’ the professionalism of your security staff and the efficiency of the management , they need to be able to ‘ see ’ where they would be living , to ‘ walk ’ through beautifully landscaped gardens , and almost ‘ smell ’ the proverbial daisies . This is where high-quality imagery and video content come in .

The content you create , and the communication strategy you follow , should be well rounded , and for best results , the platforms you choose should incorporate the eco-system of print , digital , online , social and networking media .

So , you ’ ve got the ideas , but how do you make it happen ? You need industry specialists , content creators and curators who work the market every day . You want a team that ’ s been to your site , had drinks in your clubhouse , played golf on your course and , most of all , has got to know your community and others like it . For a new development , you want a team that understands what it takes to launch a new brand , build a community and create excitement around the very essence that is your offering – but most of all a team that has the experience to do so .

Louise Martin , COO of Estate Living , explains her company ’ s strategy :

Estate Living has been a valuable resource to the residential estate industry for almost a decade . We are the official resource to this industry and a team of industry experts who consult with developers on their needs , and based on market alignment offer unique content creation and ensure the strategic distribution of that content . The business consists of a portfolio which includes community consultancy , media platforms , a publishing house , and a sales , lead-generation and marketing agency . We partner with various industry associations , which places us at the epicentre of information to the benefit of our clients .

Through identifying key common ground , sharing information , and building relationships with individual estates and the community at large , Estate Living builds communities of like-minded people across the country and abroad . As the conduit to the market , Estate Living ’ s core theme is building the community and – through this – driving sales .

Promotion needs to be done in a manner that reflects your community within its specific environments . To avoid waste , your communication needs to be direct , targeted and specific to your market . Estate Living does this by sharing positive stories and articles about your estate and community , by including likely searchable key words and phrases , and by digitising your estate experience in a way that is captivating and easy to share , thereby growing your message exponentially and generating qualified sales leads

So how does Estate Living serve the interests of estates and developments ? The Estate Living ecosystem , which launched in 2012 , is a platform dedicated to serving the specific interests of estates and developments in the domestic and foreign markets . The platform and its people offer in-depth insight into this exclusive and continuously expanding sector . It serves as a go-to resource for ‘ anything you need to know about estate life under one roof ’, and is an integrated communication and sales referral channel .

The residential estate industry shows no signs of weakening . The need to establish a visible and influential presence to ensure the profitability and longevity of this dynamic industry has never been greater . Estate Living has created a platform and network for communication in South Africa that will be the benchmark for global communities .

www . estate-living . co . za

AUGUST ISSUE NO . 32 | NEW DEVELOPMENTS JULY ISSUE NO . 31 | RETIREMENT & HEALTHCARE