Trusmiland Housing stands out in the market with its focus on innovation and responsiveness in home design. The company consistently stays ahead of property trends, enabling it to offer relevant and appealing housing options. The core of the company’s strategy lies in its continuous commitment to innovation and its quick response to changing consumer needs and market trends.
The digital marketing strategy of Trusmiland Housing uses TikTok as the primary platform. TikTok was chosen due to its ability to reach a broad audience in society. Literature studies highlight the importance of market segmentation, positioning, and marketing mix strategies. Koding Next can apply this by detailing target audiences, building a strong brand identity, and integrating various marketing elements on TikTok.
Digital Marketing Strategy Development Before formulating an effective digital marketing strategy on TikTok, PT Trusmiland carried out a SWOT analysis, identified the target audience, and set marketing objectives.
Source: rumahningrat.com
Strengths of Perumahan rumah ningrat are illustrated through several prominent aspects. First, its credibility as a well-known property business is supported by a strong reputation. Experienced workers with a structured housing concept create a quality environment. An active marketing team is also proof of the excellence of this company, reflecting their satisfaction with housing in the company. Figure 1, the content presented by this Housing is also proven to be of quality and useful, especially for people who want to start their household journey by buying a house.
Source: tiktok.com
On the other hand, several weaknesses have been identified in PT Trusmiland Housing.
Nevertheless, this housing project also faces several threats. The high level of competition in the property industry on TikTok increases the challenge of capturing the attention of the same audience as competitors. Additionally, TikTok's frequently changing algorithm can affect the reach and visibility of the content posted by this housing developer. The short-lived and fast-paced nature of TikTok content can also cause housing-related content to be easily forgotten, requiring extra effort to create impressive and memorable content that leaves a strong, positive impression on TikTok users. Therefore, it is necessary for the housing developer to develop engaging and memorable content strategies to remain relevant on the platform.
After conducting a SWOT analysis, the housing developer focused its marketing efforts on reaching individuals interested in housing—particularly those who are planning to start a family or already have one—by targeting them on TikTok. The target audience consists of working adults, especially those located in Cirebon. This segment was selected because they tend to be more open to technology and interested in gaining knowledge about the property sector.
Additionally, the target audience on TikTok includes individuals interested in buying a house and living independently. By understanding these interests, the company can design more relevant and appealing content. The main goal of the marketing efforts on TikTok is to reach potential customers and individuals who
aim to enhance their personal independence. In determining the target audience, the company also considered current online behavior among society. As such, this audience is known for being social media active, especially on TikTok, and enjoys consuming both property-related and entertainment content. By targeting this group, the company hopes to build a strong relationship with potential audiences, offer added value in the home-buying process, and establish a positive brand image among communities enthusiastic about purchasing housing.
Considering the target audience, the next step is formulating specific marketing objectives on TikTok. The primary goal is to increase brand awareness of Rumah Ningrat PT Trusmiland among the public. Through engaging and informative content, marketing on TikTok aims to introduce Rumah Ningrat PT Trusmiland as a relevant property and guide consumers to understand the importance of purchasing a home in today’s era.
The next objective is to increase the number of followers on their TikTok account. By producing videos in collaboration with popular influencers on the platform, the company aims to broaden its reach and boost user engagement with valuable content. Additionally, the marketing goals include increasing traffic to the official housing website. By embedding links and invitations within TikTok content, Rumah Ningrat PT Trusmiland hopes to encourage TikTok users to visit their site. This would provide the public with more detailed information about housing development programs and other related activities offered by PT Trusmi Land.
Finally, the marketing goal also includes increasing the number of homebuyer registrations. By converting TikTok users’ interest and enthusiasm into real actions, Rumah Ningrat PT Trusmiland hopes to welcome more consumers interested in building their dream homes through the housing projects offered. Thus, these marketing objectives create a complete cycle from brand introduction to conversion into actual homebuyers.
Creative content forms play an important role in achieving Brand awareness goals. Research shows that a variety of content, including creative and effective challenges, attract the attention of TikTok users. Therefore, this Company can design content that combines elements to build appeal and increase brand awareness. Determining the type of content should be based on a deep understanding of the preferences and behaviors of the target audience. Actively involving TikTok users in creating content or participating in challenges can strengthen engagement and increase the likelihood of content going viral. To promote this Company on TikTok with creative content, some effective content forms can be considered, namely Knowledge Content, Behind-the-Scenes Learning Journey, Testimonials, and Creative video Shorts.
Knowledge Content to introduce PT Trusmiland Housing includes information about the Company, its establishment, and a list of available purchases, using an attractive design. This aims to provide the audience with a deeper understanding of this housing and relevant information, especially for those interested in buying a house.
Source: aboutcirebon.id
Next is showcasing behind-the-scenes activities from the home purchasing process at Rumah Ningrat PT Trusmiland, as illustrated in Figure 3. This can include moments such as off-site purchase meetings, interactions with customer service, or snippets of the housing order process. Sharing this kind of content can help build an emotional connection with the audience by offering a real and relatable view of the home buying experience at the housing complex. Additionally, sharing the home buying experience through testimonial videos with eye-catching covers can be highly impactful. These videos can tell real-life stories of how purchasing a home at PT Trusmiland housing has helped buyers find affordable living spaces. Such testimonials serve as direct evidence of the quality and credibility of the housing project.
Moreover, creating short creative videos (Creative Video Shorts) that creatively highlight the importance of owning a home for families can be especially appealing. TikTok users often enjoy content that is informative, entertaining, or simply fun, while also delivering value.
TikTok's promotional features serve as effective tools for expanding the reach of information about Rumah Ningrat PT Trusmiland. Utilizing ads and promotional tools on TikTok significantly boosts the visibility of marketing content. Data analysis from these promotional campaigns is crucial to measure their impact on the growth of brand awareness.
Promotional strategies are tailored to align with TikTok user behavior and current trends. Campaigns that evoke emotional responses or capture attention through creative elements tend to have a positive impact on brand awareness.
Source: Author's Documentation
TikTok Ads offer opportunities for the company to introduce itself to the TikTok audience. The ad campaigns feature engaging videos or link-based ads that direct viewers to an information or registration page. These advertisement videos are presented with high creativity, leaving a lasting impression of what the housing offers in the property market. We target audiences based on demographics and interests to ensure effective promotion to those interested in the property sector. The steps taken focus on targeting the right audience, campaign creativity, and measuring success, which include:
Defining the optimal target audience for Rumah Ningrat on TikTok, specifically people in Cirebon and surrounding areas with a primary interest in purchasing a home. This step is crucial to ensure that the campaign reaches the most relevant and potentially interested audience.
Designing an attractive and informative TikTok Ads campaign, including the use of creative videos and content that clearly conveys the intended message. The campaign will leverage branding elements such as the PT Trusmiland logo and color scheme to maintain visual consistency. Additionally, the campaign will incorporate elements of homeownership and entertainment to ensure strong appeal to the target audience.
Source: Author Documentation
The use of In-Feed Ads will focus on highlighting the unique and appealing aspects of the housing offerings. The ad videos will be designed with clear information, showcasing the company’s advantages and inviting users to learn more.
After running the promotional campaign, we utilize TikTok Ads analytics to measure its success by evaluating metrics such as number of views, engagement, new followers, and participation in challenges. The analysis results show a significant increase in view count, indicating that the promoted content successfully captured the attention of TikTok users and reached a broader
audience. Additionally, there was an increase in follower count, suggesting that the promotion not only attracted attention but also fostered a larger and more engaged community around the promoted content.