Estate Developers Urged To Adopt New Techniques

Estelle Westling, Head of Tonaton, Ghana’s largest marketplace Tonaton.com, has urged property developers to move away from traditional marketing platforms and adopt new techniques to stand out and woo homebuyers.

Speaking at a meeting with estate developers in Accra she said property developers have been be trying  to raise their visibility in a cluttered marketplace as well as drum up consumer interest with huge budgets but with little effect.

She said it was about time they considered serious online platforms as an avenue to increase their visibility.

“The real estate market has been inundated by different marketing and customer trends, particularly in the wake of globalisation, which has not only spawned many new lifestyle trends, but has also made today’s homebuyers smarter and more informed. This explains why developers must see the need to seriously start going beyond the obvious tools of marketing, with its transience and geographical limitations,” she said.

Speaking on the issue of varying the tools of marketing to effectively connect with a global clientele, Millicent Ofori-Boateng, Marketing Manager, Day Spring Real Estate said online advertising had exposed her properties to clients outside of Ghana.

“Gone are the days when only people from this vicinity would be the ones calling to enquire about the houses. Thanks to Tonaton.com, I now receive calls from London, Tamale, Kumasi and Takoradi”.

In his contribution, Mr. Sammy Amegayibor, Acting Executive Secretary of the Ghana Real Estate Developers Association (GREDA) stated that property developers have been benefiting hugely since Tonaton.com launched her operations in Ghana last year.

He admonished property developers and housing agents to list their properties on Ghana’s largest marketplace.

Since entering the Ghana market, Tonaton.com has been at the forefront of innovations and are continuously looking for novel strategies with which the outfit could help property developers reach their customers in a more cost-effective way.

Besides the normal posting of ads, one of the most recent and out-of-the box initiative, for instance, has been the introduction of ‘Top Ads’, which offers developers the opportunity of paying only GH¢21 per week to have their ad constantly remain at the top of their search pages.

This is in addition to online banner ads, which improves branding and traffic to the websites of the real estate developers who use this option.

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