The Inbound methodology in action for the real estate sector
As technology advances, the Inbound philosophy lays the foundation for creating a more useful and humane way of doing business.
The Inbound methodology consists of three stages: attract, interact and delight. These stages are not exclusive to each of the company’s departments, be it marketing, sales or support.
These stages should be applied to all departments of the real estate business as followed by Tajarat properties .
Attracting visitors and prospects is not just the responsibility of marketers. Interacting with them shouldn’t just be in the hands of the sales team. Delighting them is not the exclusive obligation of the after-sales department.
To build lasting relationships with your customers, all departments must strive to attract them, engage with them, and continue to build trust in your brand.
If you think so, we are going to analyse how the Inbound methodology looks in action, in a company in the real estate sector.
During the attraction stage, the goal of an inbound company is to attract prospects and customers with relevant content, and thus add immediate value to their buyer journey.
Helpful content should be contextual, that means it should be directly related to the question the prospect asked himself or the result he hopes to get.
In addition to offering, you the opportunity to learn, it should also be a demonstration that your knowledge is valuable and reliable.
Imagine that a prospect is interested in buying a home in Calpe.
It is interesting that you provide information about the area, what services of interest are in the surroundings, what sports and leisure areas you will find in the vicinity of the house and if you need a bilingual school for your children.
Surely you are interested in talking about the Valencia airport and the possible direct flights to the buyer’s country of origin.
This content helps you to position yourself as a reference, in addition to guiding the prospect towards the desired solution and providing all the necessary information.
For marketers, this means creating useful content and creating experiences that demonstrate your knowledge.
On the other hand, commercial agents must make customers interact with them and consider them a useful resource, for example, answering questions about the product in meetings, calls or visits to the house in question.
In the case of the after-sales team, an informative section can be offered to personalize the home or provide other types of complementary services to the home such as maintenance, your imagination is the limit.
I think that all companies are experts in what they do, therefore, all professionals should act as ambassadors of their own knowledge.
The attraction stage is based on using that experience to generate content and conversations that help users achieve their goals, in this case it could be to buy the home of their dreams on the coast.
It is about providing solutions to their problems and, why not, offering them a pleasant and entertaining experience.
The interaction stage begins when a user completes the desired action, such as scheduling a visit to the pilot home on the web.
This is the time to start a relationship and become their trusted advisor.
At this stage, you start collecting information about that person, be it their personal data or the actions they complete on the website.
Perhaps they accessed your website for the first time or initiated the interaction through social networks or through Facebook.
Regardless of the channel they chose to interact with you, the important thing is to build trust and answer their questions, you can even provide them with information about concerns that they did not even know they had, for example: Having the home near an exclusive and paradisiacal beach may not be part of the client’s plans a priori, but you will agree with me that it is information that adds more value to the initial commercial proposal.
It is during the interaction stage where your sales team can begin to foster personal relationships and offer contextual, clear and creative solutions.
By focusing on your prospects’ motivations and accumulating the necessary experience to help them, you become their trusted advisor.
The best way to promote your brand is by offering solutions, not a sales pitch.
Of course, how you approach the interaction stage will depend on your role. For example, a marketer could use blog articles to target different segments of their audience and answer their questions.
A sales representative could use a personalized follow-up in the CRM or have a series of telephone conversations to define the unique needs of a customer.
An after-sales representative could use the support calls to organize and answer each new question in a series of videos that are visible to all customers.
We reached the stage of delight. This stage is based on providing an exceptional experience every time a prospect or customer interacts with your company.
It is about your clients being so satisfied that they want to tell their friends and family about the excellence of your services and your commitment to their interests.
Do you remember the example of the barbecue in the previous article?
Many of the people who interact with your company will be your emissaries on social media. Therefore, it is important that you strive to create promoters of your brand, not detractors.
Ultimately, it is your promoters who will help you continue to grow. Initially, your marketing team is primarily responsible for promoting your business, but over time, you can get your customer base to do that task for you.
Therefore, it is essential to align the marketing, sales and services teams so that everyone’s goal is to offer an extraordinary service in their content, conversations and interactions.
Everyone in your company has the ability to delight someone. For example, marketers can create a library of fun and educational resources that they can recommend.
Let’s take as an example:
This article is a good example of how our marketing team uses educational content to delight its users.
On the other hand, our sales team could use automation, so they don’t forget to contact customers after a sale and make sure the implementation process is running smoothly.
Lastly, the after-sales department could use surveys to gain feedback from our customers and continue to improve our services.
These are the three stages of the customer-based cycle that will help you nurture long-lasting relationships and that will give you sustainable growth by focusing on the customer.
By the way, I have not said it but I assume that you have a good product, if your product does not exceed the expectations generated in the client, then you will never achieve the recommendation effect.
On the other hand, I must clarify that when I say product, I am not only talking about the home but about the complete shopping experience that the customer lives.
I hope it has been of great help to you, if you are more than watching videos, I propose this series of 8 videos that we have prepared explaining all the details of Inbound Marketing for the real estate business.
The Inbound Marketing methodology revolves around the client.
You may have already realized that the Inbound Marketing methodology always revolves around your client, and that there is a reason for being.
The goal is to develop more human relationships with both prospects and clients by improving the way of marketing and advising the home buyer.
Therefore, the Inbound methodology is not only a marketing strategy, but it is a philosophy and a way of understanding business and commercial relationships.
We live in a world where the customer has the power, they have all the information about your product and that of your competition. In addition, you have all the means at your disposal to give your opinion to the masses.
Did you know that more than 77% of consumers shared their shopping experiences on social media in the last year?
The Inbound methodology is a business philosophy that is based on helping people, with the aim of doing business in a more human way and establishing stronger relationships with strangers, prospects and clients.
In the Inbound methodology, you share your knowledge in your sector with your potential client, positioning yourself as an expert and generating more trust with the client.
Look for example what we do on our website, we want to share our knowledge of more than twelve years in digital marketing with our potential clients, offering quality material that helps you in the day-to-day running of your business, whether you are a real estate agency, a promoter or a construction company.
Being an inbound company means fostering relationships and having one-on-one conversations with your audience and not monologues as was done in the past.
If you want to generate value with your prospects and clients, you must offer them a valuable experience in which they feel heard and understood.
Therefore, this ideology is based on attracting potential customers, offering them value, worrying about their problems and needs and looking for a solution to help them. That is why the Inbound method should be applied at all levels of the company.
Surely some of your favourite brands are already actively practicing Inbound with you, through publications with solutions to your concerns on Facebook, with articles in blogs and product reviews that you find after a Google search.
I am sure that you have reached this page where you are right now through a search that you have done in Google of the type: Inbound Marketing for the real estate sector or effective marketing for the real estate company.
As a real estate company that you are, capital smart city recommend that you accompany prospects in their buying process regardless of the state of the process they are in, give them everything they need to make the best decisions on their buyer’s journey.
Now tell me,
Who do you think they will end up shopping with when they feel ready?
Who do you think they will trust?
You will have already had an idea of what the Inbound methodology consists of and how you can improve sales in a real estate business by applying it.
It is at the end of a method to attract prospects, interact with them and delight them in order to boost the growth of your business by providing value and generating trust.