It’s about how you touch people at the point when they are thinking about buying, or indeed about how you can stimulate people to think about buying.
Media planning is central, because property is not like other consumer purchases. For most people it’s a very rare purchase, and they look in very particular places for guidance and information.
The places they look are changing rapidly. Much of our work is shifting from print to online marketing. The channel rules are changing so fast that it might seem hard to keep up. But if you understand how people think about property, and what they might be looking for, then you can think through the shifting media landscape to see how best to manage enduring sales truths in these new environments.
So in this context media planning is not just about demographic targeting and doing deals (these things still matter of course). It’s about understanding the different ways people consume media information, and how you can use those expectations to bring a property proposition to life.