Unique targets the right people at the right time
EFFECTIVELY targeting an advertising and marketing campaign to attract potential customers is hard enough at the best of times, but it's doubly so when your market is very small.
It's no different in the world of real estate, particularly at the top end where the economic crunch has kept many million-dollar buyers on the sidelines.
Still, the principal of Bryon Bay-based Unique Estates, Nicolette van Wijngaarden, reckons it's possible to successfully run a 'niche' business if you understand your market and how to attract them.
"When we're marketing a property we look really closely at it and work out who would be a potential buyer," she said. "We then develop a PR strategy around it and market it to potential local, national and international customers.
"It's a case of putting it in front of the right people at the right time, those who are our target market."
With properties on Unique Estates' website ranging from $2 million to $8 million, the company has a very small pool of potential buyers.
She said most of her customers have been successful in their chosen careers and now rightly want to enjoy the fruits of their hard work.
"Our vendors are also very fascinating, vibrant and energetic people," Ms van Wijngaarden said.
Fascinating or not, selling an expensive property in this market is hard work.
"We often have to use a 'left of field' approach when selling these properties," Ms van Wijngaarden said.
"For example, we have one property listed that has a runway and three hangars. So we are advertising in aviation magazines to get it in front of the right market."
Ms van Wijngaarden said it was also crucial to put the extra effort into customer service.
She said the company had developed a database of potential clients, allowing it to send e-newsletters to keep buyers informed of what was on the market.
To view the properties that Unique Estates are selling go to www.unique estates.com.au