In this article (5min read):
- How the role of the sales office has changed for today’s buyers
- Examples from other industries doing it well
- Top five tips to creating an effective sales office experience
Is the traditional land sales office obsolete?
Property marketing was once singularly focused. Traditional media drove traffic to an onsite sales office, creating a symbiotic exchange: buyers received product and development information, while developers gained the opportunity to build relationships that led to sales conversion.
Post COVID, the industry has seen a significant reduction in physical visitation. This trend was already emerging prior to the pandemic and has since accelerated, effectively mandating change.
Reimagining the bricks and mortar experience presents an opportunity to harness the strengths of both onsite and online engagement.
Are Land Sales Offices Still Relevant?
The relevance of a physical sales space now depends on how it evolves.
In the majority of cases, purchasers have already completed extensive online research before visiting a sales suite.
They are informed, discerning, and often working from a shortlist of preferred options. Differentiating the onsite experience from digital channels and adding value at such an advanced stage of the sales journey is critical to the sales office success. After all, if you are simply parroting information already available to buyers online what reason do they have to visit the sales office at all?
Reimagining the Sales Suite Experience
I was invited to experience a standout sales display at the launch of the latest iteration of Land Rover’s Defender. I found the brand experience engaging and it challenged my thinking about what a sales display should be. And although I haven’t purchased a Land Rover, I’ve actively followed the brand since (improving my chances of buying one in the future).
Set within a converted industrial warehouse, visitors were welcomed by a dedicated concierge offering barista made coffee and a guided introduction to the product display. The experience concluded with a personalised scent consultation, where guests created a custom fragrance for their ‘new’ vehicle.
Technology played a central role. A tablet activated VR table enabled customers to explore customisation options, while a digital “x ray” screen revealed the advanced engineering beneath the Defender’s exterior. The pop up delivered a curated, human centred experience that aligned with the brand’s aspirational positioning.
Elevated presentation referenced the Defender’s off road heritage, while interactive tools supported informed, meaningful conversations between customers and sales representatives.
And it got me thinking.
What can property developers do to ensure their sales experience is as memorable and effective as Land Rover’s considering the price point is very similar?
Top Five Tips for Creating an Effective Sales Office Experience
- Differentiate the onsite experience. Enhance presentation tools with technology, a unique activity, or by clearly communicating the value of a physical connection to the site and location.
- Avoid overtly sales driven environments. Brand and sales material should be integrated with intent, but the priority is creating a comfortable space where visitors build relationships and confidence to commit.
- Create a considered sales track. Developed collaboratively by marketing and sales teams, the sales track should deliver a consistent and engaging presentation of project points of difference and available product, aligned to the buyer’s stage in the journey.
- Divide the space into dedicated zones. Primary and secondary product areas, casual seating, and private meeting spaces allow teams to tailor interactions and manage multiple groups simultaneously.
- Provide a thoughtful takeaway. A creative or considered takeaway helps encapsulate a positive experience and encourages sharing beyond the visit.
Summary
The future of property sales is neither purely online nor entirely bricks and mortar. A hybrid approach, combining digital efficiency with well designed, human centred physical experiences, offers the strongest opportunity to build confidence, connection, and conversion.
Get in touch to learn how IvyStreet can create a sales suite experience that complements your brand and digital marketing strategy.
With over 20 years experience in property marketing, IvyStreet have worked with marketing teams to design sales offices through the entire digital transformation of the industry.
If you would like to discuss an opportunity to revamp your sales office, or would simply like a second opinion please reach out
