SÃO PAULO – BRAZIL
The real estate market in Brazil is quite warm and the number of estate agents vying for a slice of the market has increased significantly in recent years. The biggest challenge for realtors is to find new business. The internet has become the primary source of research on who wants to buy a property to live or just as an investment. This case involves a team in one of the largest real estate companies of São Paulo. See how they significantly increased the number of apartments sold using a very smart way of attracting new prospects.
People are tired of being approached by vendors trying to push their products and services. They want someone they can trust and establish a relationship with before buying something. Moreover, the excessive number of offers and advertisements in all media leads to conventional advertising becoming less efficient. Consumers are increasingly pro-active. When someone wants to buy something, the first thing he or she does is access a search engine on the internet (in almost 90% of the time, specifically Google). In most cases, when looking for a real estate property, the prospective buyer already knows the area where he wants to live or invest, as well the amount he is willing to pay.
Another important factor is to benefit from the advertisement made by builders and other real estate companies in media
such newspapers, magazines, radio and television. These media generate brand recognition of the names of the projects and these will be the names used by the prospects in Google searches when they look for more details about the properties.
Considering the above points, the team created campaigns in Google AdWords to capture contact data of these prospects. While other real estate companies were trying to sell, this team focused its efforts in capturing the prospect data.
It is easier to sell a property after establishing a positive relationship with the future customer. If you do not know how to get in touch with the people who visit your website, then you may be losing a lot of sales. It’s like someone who goes into a store, quickly looks at the goods and leaves. If this person does not return to the store to buy, you missed the opportunity to talk to him, understand his needs and make the sale.
Now, imagine if you, in exchange for some benefit to the customer, could get the contact details of almost all those who visit the shop just to look? What do you think would happen after a few positive contacts with these prospects? What are the chances of them buying something from you?
Buying a property is not simple. It is a decision that involves a number of risks and uncertainties. Anyone looking for a property to live or invest in wants to have the maximum possible information before making a purchase. To take advantage of this need for “more information”, the team created a hotsite (a website with only one page) for each project being offered. These hotsites have basic information about the real estate projects such as the size of the apartments, general features, amenities and some pictures. To get the floor plans, project details, financing options and more detailed information, the visitors must request the complete folder using a form where they give away their contact data.
Statistics show that 80% of sales are made after the fifth contact of the customer with the brand, service or product. To win the customer’s confidence and make the process easier, it is necessary to record all contacts made, the wants and needs of the client, and to maintain a constant and productive contact. To assist in this task, they used The Prospect Farmer tool that facilitates the acquisition of the contact data, records all interactions with customers and allows for schedule follow-ups. Any relationship with the prospect can be made through the system. It makes simple the task of constant contact, by sending personalized messages and giving total control to the agents involved in the process.
With little over $ 5,000.00 invested, they generated more than $ 5 million dollars in sales. They captured over 850 qualified prospects that are still in contact with the brokers. As real estate sales have a cycle of medium/long-term, the results in 1 or 2 years from now are incalculable. Another important point is that the same prospects who do not buy the apartments offered now, may become owners of future real estate projects.
THE GOOD NEWS
Every business operates in a particular way, but we are sure that you can benefit from the prospect capture strategy too. What are you waiting for?[tpf:EBOOK]