Building accessible homes is only part of the challenge. Property developers also need to make sure those homes are visible to disabled buyers, families and professionals actively searching for suitable accessible property.
Specialist accessible property marketing helps developers connect accessible and adaptable homes with the people who are most likely to need them.
At Branch Properties, we have specialised in accessible property since 2015. Our work with Barratt London at Bermondsey Heights shows how targeted marketing can help bridge the gap between developers building accessible homes and buyers searching for them.
Why is accessible property marketing different from standard property marketing?
Accessible property marketing needs to communicate more than bedrooms, location, finishes and lifestyle.
A buyer looking for an accessible home may need to understand whether a property offers suitable access, circulation space, adaptable bathrooms, lift access, parking or other features specific to their individual requirements.
That means simply adding the word accessible to a standard property listing may not give a prospective buyer enough information to understand whether the property could work for them.
Specialist marketing focuses on both sides of that equation: understanding the accessibility of the property and reaching the audience looking for it.
How can developers reach buyers looking for accessible homes?
Developers can reach accessible-property buyers by combining mainstream property marketing with specialist channels, established accessible-property networks and direct communication with people and professionals involved in accessible housing searches.
This is where Branch Properties provides a different route to market.
Our developer marketing can include promoting accessible homes through our specialist property platform, sharing developments with our database of buyers searching for
accessible property and raising awareness through relevant disability organisations and professional networks.
It means developers are not relying solely on a prospective buyer discovering an accessible unit within a much larger development.
How did Barratt London promote its accessible homes at Bermondsey Heights?
Barratt London worked with Branch Properties to help promote its wheelchair adaptable apartments at Bermondsey Heights in South East London to buyers looking for accessible housing.
The development included two and three-bedroom wheelchair adaptable apartments designed with accessibility and future adaptability in mind.
But the approach went beyond the homes themselves.
Barratt London worked with accessibility specialists to create one of the UK's first fully accessible sales showrooms, allowing prospective buyers with mobility requirements to experience the development without encountering accessibility barriers before they had even viewed a home.
What did Branch Properties do for Barratt London?
Branch Properties provided specialist accessible-property marketing to help connect the accessible homes at Bermondsey Heights with a relevant audience.
Our work included:
● promoting Bermondsey Heights through our specialist accessible property platform
● sharing the homes with our database of buyers searching for accessible housing
● distributing details through disability organisations and professional networks
● raising awareness through specialist marketing channels
● acting as a knowledgeable point of contact for prospective buyers looking for accessible homes
Because accessible property is our specialist area, we could also communicate the relevant features of the development clearly to people for whom those details mattered.
Why should developers use a specialist accessible property agent?
A specialist accessible property agent understands both the property market and the additional considerations involved when somebody is searching for an accessible or adaptable home.
For developers, this can help ensure accessible units are:
● presented with the right information
● promoted to a relevant audience
● visible beyond standard property portals
● communicated clearly to prospective buyers
● introduced to specialist professional and industry networks
It is not simply about advertising a property more widely.
It is about putting an accessible property in front of the people specifically looking for one.
When should developers start marketing accessible homes?
Ideally, accessible property marketing should be considered before the homes are completed.
At Branch Properties, we work with developers marketing pre-build accessible homes at planning and development stage, as well as developers with completed accessible units ready for sale.
Starting earlier creates an opportunity to consider how the accessible homes will be presented, what information buyers will need and how the development can begin reaching the right audience.
What accessible property marketing services does Branch Properties offer developers?
Branch Properties provides bespoke advertising and property marketing services for developers building accessible and adaptable homes.
We can support developers with individual accessible units as well as larger developments, using our specialist accessible-property platform, industry contacts, buyer network and experience in the accessible housing market.
We have worked in accessible property since 2015 and understand that marketing these homes requires more than simply labelling them as accessible.
Our role is to help developers communicate what makes the property accessible, who it could be suitable for and how to reach the people actively looking for this type of home.
Are you developing accessible or adaptable homes?
If your current or upcoming development includes wheelchair accessible, wheelchair adaptable or other accessible homes, speak to Branch Properties about the most appropriate way to bring them to market.
Whether you are at planning stage, preparing to launch or already have accessible units available, we can create a bespoke marketing approach for your development.