Leads from a developer fall silent after the first contact? See the sequence that heats up the relationship and makes appointments on its own
Buying an apartment is one of the most important financial decisions in life. A lead even needs several years before finally deciding to buy. During this time, the developer must maintain contact, provide valuable content and properly prepare the customer for the sales appointment. Marketing Automation in the real estate development industry isn’t just about automated emails – it’s about a strategically planned communication path that leads from the first click to the signing of a contract.
How do you recognize a lead’s readiness for a sales meeting?
Do you know how many times a lead has visited the pricing page? Did he download materials about mortgages? Which apartments did he look at the longest in 3D visualization? The iPresso system allows you to monitor these behaviors and generate reports for analysis. A lead who repeatedly returns to a particular apartment, checking its square footage and location, sends a strong signal of interest. With marketing automation, you will easily determine who might be ready to buy. The scoring system will award a certain number of points for, among other things:
- Downloading a price list
- Viewing a virtual walk-through of an apartment
- Viewing apartments in a specific city for a specified period of time
- Signing up for a newsletter with new apartment listings.
Want to automatically identify your best potential customers? Click here and learn how scoring can increase sales.
Segmenting leads by stages of the buying process
A person looking for a first apartment needs different information than an investor buying a third rental unit. Marketing Automation allows you to automatically segment leads by behavior. This way, users who downloaded only general material about apartments in a specific city, for example, will get content about the qualities of the neighborhood, rather than an email with a contact to the sales department. A lead browsing specific apartments with their chosen amenities will get a comparison of the most popular properties in that category. People who go to one apartment’s page several times and check a lot of details should get a message from you with payment terms and a detailed price list, as well as a CTA (including an invitation to meet with a consultant).
Personalization is the key to a dream apartment
Marketing automation allows to tailor content not only to the customer journey stage, but also to the specific housing preferences of the contact. Lead focuses on affordable housing? He checks out mostly studios? Don’t send him an ad for a luxury apartment with a balcony and a Jacuzzi tub. Use iPresso, and he will receive materials about trends in small-size apartments, ideas for functional arrangements of studios, and analysis of the profitability of investing in a particular type of housing.
The secret to successful campaigns is omnichannel
E-mail is the basis, but effective lead nurturing in the real estate development industry requires the use of various communication channels. Lead made an appointment for an apartment presentation? Send him a reminder text message 24 hours in advance. Already know that the lead is browsing for specific types of apartments? Put a recommendation frame on the page with several offers matching his preferences and send a push notification. The key is to keep the message consistent across channels while tailoring the form to the recipient.
In the development industry, time is of the essence. A lead may disappear for a few months and then return with a readiness to buy immediately. A marketing automation system can send automatic reminders, for example:
- After 30 days from the last activity – a reminder of which apartments the lead has viewed recently.
- After 3 months – information about new apartments in the area of interest to the lead.
- After 6 months – comparison of originally viewed apartments with new proposals.
Integration with CRM systems and sales
Marketing automation does not end with generating leads and maintaining contact. The real value comes when a hot lead is transferred to the sales department.
The system can:
- Send the sales department a notification about the hot lead
- Automatically assign the lead to a specific advisor based on location preferences
- Display all the interactions and actions of the contact, which helps with the sales call.
An advisor starting a conversation with a lead has a complete picture of the lead’s needs and preferences. He can focus on a substantive conversation instead of basic information gathering.
Marketing Automation in the real estate development industry can also extend to customer service processes, such as reminders about payment deadlines or post-purchase information. What’s more, after a completed sale, you can send out an NPS survey and see if the customer would recommend your company and what needs to be improved.
Summary
Marketing automation is useful for real estate development companies because potential buyers get exactly the information they need, at the perfect time. As a result, salespeople don’t have to waste time on cold leads, but instead talk to people who are already interested in the offer.
iPresso allows you to create complex automation processes, connects to popular CRM systems and provides detailed lead data, so you know which contacts are most likely to schedule a sales appointment.
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