Five Overlooked Tactics For Unlocking Valuation Growth

As a shopping centre owner, your ultimate goal is to attract customers, drive tenant sales, and enhance the overall valuation of your centre. 

While traditional marketing efforts often focus on foot traffic and events, there are deeper, data-driven strategies that can create a lasting impact. 

Here are our five overlooked tactics that can help you elevate your marketing game and drive valuation:

1. Understand What’s Really Attracting Visitors

Assumptions are risky. To truly understand your centre’s attractors, you must rely on real data. Behavioural insights can reveal which tenants, events, or amenities perform best and why. By identifying these attractors, you can make smarter decisions about where to allocate resources and marketing spend.

2. Analyse Where Visitors Are Coming From

Understanding your customer’s origin at the SA1 level is critical. This granular data shows exactly which areas contribute to your foot traffic and highlights gaps in your current reach. Are there high-potential neighbourhoods you’re not engaging? Identifying these opportunities can uncover untapped markets.

3. Discover Opportunities in Your Catchment

Do you know who your ideal customer is? Beyond demographics, understanding their behaviours, preferences, and spending potential can help you refine your targeting. Map out where these customers are located within your catchment to ensure your marketing efforts hit the right audience.

4. Leverage Brand Affinity

Your ideal customers have preferences and brand affinities that influence their shopping behaviour. Use these insights to curate tenant mixes, events, and promotions that appeal directly to them. The better you align with their expectations, the more frequently they’ll visit your centre instead of going somewhere else!

5. Geotarget Marketing

With SA1-level insights, you can run hyper-targeted marketing campaigns tailored to specific neighbourhoods. Whether you’re aiming to attract new visitors or increase visit frequency, ensure your messaging and promotions are highly relevant to each audience segment.

6. Monitor and Optimise Continuously

The work doesn’t stop once a campaign launches. Measuring weekly changes in visitation patterns allows you to gauge success and make real-time adjustments. This agile approach ensures you’re always maximising ROI and staying ahead of trends.