The @properties Development Group Advantage: A digital download with Mabel Lam, Director of Marketing
For any brokerage to thrive in the real estate market today, a strong digital presence is vital. And while the process may seem effortless from the outside, the ever-changing digital — and physical — landscapes make it considerably challenging for teams to employ new means of promotion. Mabel Lam, Director of Marketing at @properties Development Group (@DG), illustrates the process behind @DG’s comprehensive marketing strategy and emphasizes how adaptability is her key to success.
“Our approach to each of our marketing projects always involves forward-looking and authentic ideas. We strive to exude honesty and sincerity through all of our messaging, and we push ourselves to do something out of the ordinary with each project,” says Lam.
Strategic thinking also plays a significant role in the digital marketing process. For Lam and her team, whether the project involves a multimillion-dollar cottage in the Bahamas or an extravagant high-rise condominium in Chicago, each has its own unique strategy. “We tend to look at what the buyers are seeking out and listen a lot to our clients,” says Lam. “So, for example, with 1400 Monroe in Chicago, we market it as a luxury condominium in walking distance to Restaurant Row, where some of the world's best restaurants are located. Overall, we aim to tell a personalized, engaging story for each project.”
In order for each story to come to fruition, Lam and her team communicate with developers to fully understand the property. While developers aren’t often hands-on in the marketing process, Lam notes that they appreciate the benefit of not outsourcing for marketing thanks to @DG’s unique in-house marketing structure — which separates it from other elite firms across the country. “Having an in-house digital and social media marketing team is not something often found in brokerages, and we put 110% into making each campaign successful,” explains Lam.
The success of digital marketing campaigns is typically measured from metrics like views and clicks, but Lam’s philosophy is rooted in a bolder approach. “We don’t necessarily say that a campaign performed well because it garnered a lot of likes or followers,” states Lam. “At the end of the day, what makes it successful is if we can get prospective buyers to come into the door of a project.”
The ability to tour homes is a privilege that Lam says she is happy to have back since, throughout the pandemic, many buyers were not able to do so. “What really sold real estate during the pandemic were 3D tours,” expresses Lam. And, even with buyers now able to tour prospective homes in person, digital marketing trends still demonstrate the demand for virtual and video content.
Looking ahead, Lam anticipates pre-pandemic marketing approaches reemerging, such as in-person groundbreakings, bringing excitement to the market. “The exciting part for me is being able to do fun, experiential, and meaningful events in person to see how our work on the marketing side can assist in creating such bright reactions from both clients and buyers.”