The most valuable asset for any real estate agency is to have the contact details of a person who has voluntarily given them in exchange for information that helps in the process of buying and selling.
To create and to spread contents to attract the interest of the objective client is necessary, but it is necessary to incorporate mechanisms so that the contact takes place of comfortable and natural form for the user. Let’s see what conversion points are offered by online channels (own and others).
The points of contact or customer touchpoints represent relevant interactions that occur throughout the buying and selling process or customer’s journey. Ordering those milestones, allows to establish a map of interactions and measure the user experience.
Some of the most common online and offline points of contact are
- Social Networks
- Advertising Campaigns
- Content Marketing
- Company Events
- Sales team calls
- Dossiers and catalogs
- Product Reviews
- Retail outlets
- Letters of thanks
- Opinion polls
The conversion points, from my point of view, are those interactions by which the user, interested in services and/or products offered by a brand, voluntarily gives his or her data to receive answers to queries, at different stages of the purchase or sale process.
An owner who wants to sell his or her home needs different information at every moment, depending on the stages of the sales process:
- Recognition: it is time to evaluate if it is time to sell. The doubts at that moment, are those related to the next evolution of the real estate market in the area, if the demand is going to grow, as well as the evolution of the offer.
- Consideration: once the process is continued, the owner wants to estimate a price to go to market.
- Decision: knowing that this is the right moment and the right price for the supply and demand in the area, aspects related to legal procedures, documents, sales costs and tax implications are consulted.
Knowing those usual doubts of a specific type of customer, in this case, a “buyer person owner”, we can prepare the contents that answer general questions and open the door to consult more specific issues.
This resolution of more personalized doubts requires the user to reveal his or her identity and provide data that allows for a more accurate response.
The aim is to facilitate the user’s access to generic information and to be able to transfer more specific queries, even if they have to provide some contact details.
WHAT CONVERSION POINTS SHOULD A REAL ESTATE COMPANY HAVE?
All those in which the audience interacts, but that it can also manage well, that is, that it is capable of generating relevant content, in a natural way, that it can control its use, receive notifications of new interactions and respond to them through the same medium.
There are hundreds of channels in which an ideal customer can be present at some point; channels that handle different formats.
It is normal that we are not good at all facets of communication.
Are we good at making videos, podcasts, writing posts, designing creativities,…?
Are we experts in creating a content calendar and optimizing the publication and dissemination of these pieces of information?
Let’s focus on the main ways we can communicate with our most important prospects and try to provide information that fits what they are asking for at the time.
I insist on focusing on what the consumer needs, before thinking about our solutions.
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