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Real estate customer engagement in 2018

Real estate customer engagement in 2018

August 29, 2018 - Insights

According to research carried out by the National Association of Realtors, 56% of buyers aged 36 or below found their homes online, alongside 50% of buyers aged 37-51. Only the over 50s sought out an agent as the first step on their purchase journey.

The transition to digital is changing the real estate status quo. More than ever before, customers interested in making a property purchase are looking to web, social and mobile apps to investigate the real estate options open to them. Consequently, potential homeowners are now far more knowledgeable about property types, prices, and locations, and have high expectations of the purchase journey.

Meeting the demands of digitally savvy customers has proved a challenge for the real estate industry, with companies often falling foul of two key stumbling blocks:

  1. Resource planning: Real estate companies waste hours of time and money chasing a vast amount of low-quality leads that have no interest in buying a property.

  2. Off-plan portfolio exposure: Real estate companies struggle to sell the last 30% of off-plan properties. Whereas 70% of properties are sold within the first year, the final 30% remain unsold, partly due to a lack of dedicated marketing resource.

Lead management
We have worked with our clients in the industry to turn these struggles into opportunities, focusing specifically on building dedicated lead scoring models and highly effective lead nurturing programmes.

An effective lead scoring model ensures only high-quality leads are transferred to the Sales department. Instead of spending useless time, money and effort on low-quality leads, Sales can focus on the hot leads and close deals!

Proactive lead nurturing enables real estate companies to nurture potential buyers, providing regular updates to customers on property developments and benefits specific to them. This not only allows marketers to provide carefully timed incentives, but also assists in the sale of both new and off-plan properties. By leveraging modern marketing technology, these campaign flows can be automated to run with minimum maintenance, but maximum effect in guiding the customer journey.

Applying these simple and well-known marketing techniques helps real estate companies guide the property conversation and show thought leadership. Customers gravitate towards companies that help them navigate the purchase process easily and are more likely to convert.

Get in touch today to see how we can help you with the right technology, skills, processes, data and content to create compelling customer experiences and boost revenue.

Contact us

Stuart Ormiston

Co-founder & Director of Product Development

Thank you for reaching out to us, we will be in touch.

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