The real estate client's purchasing journey is quite complex (before, during and after the sale) and to create assertive marketing strategies it is necessary to understand what motivates the client and what pain points arise during this extensive journey.
The role of construction companies is to make this buy russian number online as positive as possible. And here it is important to demystify a common idea: marketing actions for construction companies do not end with a list of leads in the sales professionals' client portfolio.
On the contrary: the entire purchasing journey is of interest to the marketing sector, whether for data analysis and decision-making or to propose actions aimed at improving the customer experience.
Continue reading to understand what problems marketing for construction companies can solve and what are the best practices when implementing communication strategies.
Summary
Marketing beyond leads
Marketing for construction companies
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Marketing beyond leads
Marketing for construction companies: image of several dolls connected by red wires. One of them, in the middle, is highlighted in red.
It is common to think that the role of marketing is, for the most part, to make the company reach more people. This is, indeed, one of the objectives of communication strategies, but the role of marketing goes beyond that. The key word here is relationship.
How your customer sees your brand, the level of trust they have in your product, the likelihood that they will recommend your company to other customers... All of this is part of the added value of your brand, which, in the end, is added to the sales value of your product.
One of the indicators that is allied to marketing work is, for example, brand authority . Everything you say to your audience (about your brand, product or any subject related to the brand universe ) has an impact on the way your target audience sees you. In the digital environment, it is easy to measure your brand image through social listening strategies and tools .
This is a good example to understand why marketing is not just about attracting people, but mainly about forming and nurturing a community interested in what you have to say.
It is in this context that your product is, in fact, sold as an alternative to improve or facilitate, in some way, the customer's life, taking into account the symbolic value that the customer “buys” with the product.
Marketing for construction companies
But how is this applied in construction companies?
Real estate is a product that requires a long purchasing process. Whether your client is someone who is moving house with their family, buying their first property or investing in the real estate market, your client will do a lot of research before making the purchase decision.
According to research by Think with Google , the long time between the start of the property search and the purchase decision is notable in the real estate segment and this interval takes around 6 to 12 months.
Nowadays, this research is mostly done online (especially in a post-pandemic world). Therefore, after being found on a real estate portal or on Google search engines , you need to gain the customer's trust. After all, they will come into contact with your competitors during this journey.