A real estate fair is a good setting to attract potential clients and generate a good database. Many days of effort and preparation that do not end at the end of the fair but continue later with a follow-up of the clients who have visited us and have given us their time and interest.
Analyzing the contacts obtained, seeing their needs and preparing real estate marketing and follow-up actions are the next tasks that follow once the real estate fair is over. Getting a contact is difficult, we cannot stop serving our potential clients without further ado.
Recap and organize your customer data.
A real estate fair is a good setting to attract potential clients and generate a good database that allows us to create sales actions towards this audience.
It also allows us to have direct contact with people and see their needs, what concerns they have when choosing an apartment in blue world city Islamabad and what their needs are.
Apart from the main data with which we can establish a solid database of our potential clients such as name and surname, telephone, email, etc., other interesting data to be counted are how they have known us, to detect our potential communication channels If they really need a garage, how many rooms do they want, are they interested in the promotion by the area or the price, if they need financing.
This analysis will make us segment and plan the next actions well. If you need financing, we can offer you an agreement to make it easier to enter the apartment. If your concern is the family, we can show you the advantages of being in a more residential area, or if you are concerned about mobility the great advantage of having a garage or two.
Review the promotion, is it appropriate to the customer?
A real estate fair is still a great satisfaction survey , especially if we work on a development that has not yet been built where we can adjust the details of it.
We can check if the promotion we offer is what they are looking for and adapt it if possible. To do this, we must study your personalized case and see how it is easier to adapt it to most contacts, or if it is necessary to create variables to cover all types of target profile, taking into account that this can help us sell.
From here it is to go back to review the virtues of our promotion, and prepare the marketing actions to continue the contact.
Plan marketing actions
Depending on the conclusions drawn from the type of contact we have generated, their needs, and what state of purchase they are in, we will opt for the execution of some actions or others.
The first step to contact our new contacts is to decide the message we want to convey to them. The best thing to do is start with a thank you message for attending our stand and provide us with your details so that we can keep in touch. From here we have to see if the actions are more convincing or closing the sale.
We can do different actions such as:
- Call Center : Calling service in which telephone agents make calls to different contacts for a specific purpose: sell, schedule visits, give information about a product / promotion, etc. Being a direct contact with the consumer, it is a very positive action with respect to the customer.
- E-mail Marketing : It is not sending an email to contacts with information about the company without more, but a segmented action, limited in time that guides and convinces the purchase through purchase motivators. These emails you can go to a real estate microsite , where you can schedule or make an online reservation of the apartment.
- Open Doors Day : Offer contacts the possibility of knowing more about the promotion in question, in a more relaxed way than a fair.
- Events : Organize and attend events where you can interact directly with customers and show the products and qualities of the company.
Other actions such as online advertising, seo, inbound can support the previous actions.
Follow up contact
It is important to know the status of each client and how it evolves in each action we take, what needs and doubts they have in order to solve them and take steps towards the sale of the product / service and progressively achieve loyalty.
A good real estate CRM will allow us to carry out this monitoring from the commercial part, such as allowing analysis to marketing and operations and see the success of our commercial actions.
How To Prepare A Real Estate Fair Being A Promoter?
Real estate fairs are important within the sector because they allow direct contact with our potential clients, it is usually an event where a large number of sales are closed since it increases consumer awareness of our promotions.
That is why it is important to previously do a preparation work for the fairs we plan to attend. In this article we will explain how to prepare a real estate fair from a Marketing point of view, to prepare it either from the department itself or together with your marketing agency.
Segmenting the databases well, the key to success.
Classifying and segmenting our customers is the most important point to prepare a fair, and in general for any marketing action we do.
Not all clients are the same, nor do they have the same purchase intention, deadlines, budget, or are looking for the same type of home.
To carry out a correct market segmentation, we must first establish the characteristics that each market segment must have.
They must be identifiable, that is, they must have a common characteristic that represents them, not group different profiles.
Each segment must be different from the others, it is of little use to have very similar segments.
Each segment must be reflected in our commercial strategy.
Each segment must be profitable, that is, not make micro-segments that involve a flow of work and people, which in the end is not viable.
The classic examples are those of families aged 30 to 45 looking for a flat, but a sales-oriented segmentation has to go one step further. Does it make sense to offer 4-bedroom apartments to couples? Or flats away from the city for people over 65? Based on the answers to these questions, we will develop the business strategy and the success of our sales.
Some examples of segmentation criteria:
Geographical area where you are looking for housing.
Budget that the client has.
Type of home you are looking for.
Time since first contact.
Time passed since the last contact made.
Number of commercial visits made.
It is very tempting, for example, to send the same type of email inviting potential clients to the fair, but if we send the correct message to each type of client we have, in addition to getting visits, we are laying the foundations to close a sale.
It is not the same to send an email “We invite you to visit our stand at the BMP” to another that is “Opportunity of flats for families, only at SIMA”.
In the first case we are leaving the responsibility of the visit to the user, while the second we are offering a possible solution to their concern, which is the purchase of a home, and it will motivate them more. Also in this case we already know what type of apartment you are looking for and we can better prepare your visit.
Segment examples and how to work them
Real estate fairs as events are a good time to recover potential clients, those who did not end up closing a sale, there was no contact or are not completely convinced.
For example, we can create a segment of people who asked for information through a Landing page or a Microsite and did not finish closing a commercial visit and impact them through the channels that we will see later.
The profile of real estate investor is growing rapidly, being a person who handles a lot of information that the normal user does not handle, since his objective is another.
For this reason, this type of profile must be worked in a different, specialized and personalized way.
If we work with marketers, we can invite them to visit our stand, refresh our commercial relationship, show them our brand values, strategies, and thus lay the foundations of work for the coming months.
Preparing our actions for the real estate fair.
There are many options to work from a real estate fair marketing point of view. The important thing is to know well our segmentation, our product and launch the appropriate message to each segment as done by Tajarat properties.
To be more successful, it is important to use the different channels correctly, since we can combine them with each other, activating sequentially based on behavior.
We show you some examples of combined campaigns that can be carried out.
Email Marketing + Call Center
It is the first channel that can come to mind, but it is not used well for that. Normally, we work, as we have said before, by simply sending a newsletter to our entire database, and we wait for the user’s response without further ado.
With an email marketing tool we can see the response of each user, and based on this response we can program a support call center action, to close a business appointment, for example or other actions.
Email Marketing + Costumer Match Facebook + Automation
Another option is to send visits to a Landing Page, for example, to download an invitation. We can impact those people who have not downloaded this invitation on Facebook through targeted ads reminding them, and those who have, we can schedule a reminder via email to remind them of your visit in a fully automated way.
Costumer Match + Remarketing
It is not always mandatory to work with emails. The telephone is another means by which we can segment on Facebook and make a correct segmented advertising in the same way that we use email.
Branding with Facebook Ads and Google
We can also impact people who have not had contact with us but are interested in the real estate fair. The previous days increase dramatically the searches of people looking for information about the event, and we can take advantage to impact them.
Some online advertising tools such as Facebook allow local segmentation, being able to segment people who are in an area, such as the fairgrounds.
Post-trade show, keep in touch and secure the sale.
Normally in a real estate fair we can close a high percentage of reservations, but this does not mean that the work was finished at the end of it.
A good follow-up job will allow us to continue working on these leads in the following weeks, especially closing sales.
The number of online and offline channels we have will allow us to track leads, commercially on the one hand, or in the form of a satisfaction survey to obtain the best possible information and prepare the next real estate fair.