There has been many contests by many branded developers. Some offer money, some offer luxury cars and recently one is offering a RM1 million voucher which can be used to buy their project. Some may say that this shows that the market is slow, thus the developers are trying to do more. Some truths but I think one major reason is also because once a branded developer does it and the response was encouraging, the rest have no choice but to also do. Agree? That’s what we call ‘Competitiveness’ in the corporate world.
However, what if a branded developer decided to offer RM 1 million voucher and instead of getting it’s own marketing team to organise it, somehow it gave exclusivity to a property site to do it? Well, I have no idea what’s the actual value of offering exclusivity to this property portal BUT what I can see from the whole campaign thus far is that the portal gains tremendously. I seriously hope the property portal is offering a near free service to this developer because with the RM 1 million voucher ‘carrot’, the property portal will be increasing it’s total signups tremendously.
Oh yeah, maybe database of all those who registered would be passed to the developer instead? For this, I also hope the developer would realise it and ask for them as well. Perhaps one major reason is because this property portal may be telling the developer that its readers are all the ‘upper’ people. Truth is, once the prize is extremely attractive, if I am the developer, I would use as much as my company website as possible. This allows ME to collect my OWN database as well and not relying on just an outsider who would also have access to whatever database that they collected. In fact, if I am the developer, I would be trying more than one property portals because when we ask any investor, majority of them would definitely be using more than one property related portal today. Even a small blog like kopiandproperty.com has close to 1,000 visits per day.
Remember one reason why when branded developer launches their project, most of the time, many of the units were bought by their loyal followers? Build this database further up, not share them with anyone else. Well, I wish them all the best and I also wish the property portal the best. This is indeed a great deal / coup for them. To the marketing department of all developers, think about this seriously. You should do your best for your company, not share the wins with others. Happy marketing.
written on 20 June 2015
next suggested article: Emerging trend or desperation?
