It seems that there has been a growing popularity in 1 type of advertising for new condo developments in Toronto. It feels like almost everyone has come onboard, and it doesn’t look like it’s going to end any time soon.
If you haven’t been paying attention to the newspaper ads or Facebook pages, we’re talking about Neighbourhood Based Advertising.
Ten 93 Queen West has done a fantastic job highlighting neighbourhood pubs, restaurants and cultural hot spots in their print ads that have been seen in a list of publications that includes the Toronto Sun, Condo Life, 24 Hours Toronto, Buzz Buzz Home and more.
The ads have all looked great, and while they do feature the development name and contact information, the primary point of interest is the large image of the neighbourhood attraction.
In social media, Axiom Condominiums has taken the same neighbourhood based approach to their website and Facebook page. On a regular schedule, shops, pubs, restaurants and local events are featured along with building amenities.
From the beginning, Axiom planned to leverage their Downtown Toronto neighbourhood in their marketing plan. Blade’s plan was best summed up as this, “Our view was that this condo would possess an enviable range of positive attributes including a hip, up-and-coming location, landmark design with hotel-inspired amenities, and relevant incentives to distinguish it from the marketplace and drive traffic to the presentation centre.”
The neighbourhood angle is an important one in the housing industry. Think about it like this, would you want to spend that significant amount of money to live in a neighbourhood that you didn’t like or didn’t have the types of attractions that you wanted nearby? And if a condominium development could show you that there were great places for dining, shopping and entertainment in the direct vicinity of your potential new home, wouldn’t that be a big plus 1 in the books.
With those thoughts in mind, it makes a lot of sense for condominium developments and their agencies to focus on what is going on around them, rather than just the progress of the building and the features that buyers will enjoy once they move in.
Neighbourhood Based Advertising is gaining steam and you shouldn’t be surprised to see more of it in the near future. It may even expand from the condo development market to other industries, time will tell.