Real estate
Real estate marketing
A home buyer is not comparing properties. They are working out whether to take on a debt for the next twenty years and whether they will regret it in five years. So they do not call the first listing. They check, at length, quietly, and without telling you.
Nothing goes live until calls and enquiries are recorded by project and by listing. The sale comes months after the first viewing, so we measure the steps before it as well, not only signed deals.
Where the buyer is lost while they are still thinking
The listing shows a property but not the life around it
Buyers are choosing a neighbourhood, neighbours, the route to work and a school. When those answers are missing, they look elsewhere, and find another property there.
Fear of getting it wrong outweighs a good price
At this sum a mistake is expensive and hard to undo. Documents, the construction stage and the deadline reassure more than a discount does.
The advertising stops while the decision is still maturing
People who looked in the spring buy in the autumn. When the campaign has stopped, the call goes to the project that stayed in front of them.
Nobody knows which project the calls came from
Calls arrive with the agents, and the report shows only a total. So the campaign that is actually filling the viewings is the one that gets stopped.
The agency has buyers but not enough properties
Half the work is persuading an owner to trust you with their property. That takes different arguments, and a page of its own.
What changes in the work when you sell property
The deal is closed months after the first enquiry, and the decision is made at home, between two people, without you.
Goal
We start from how many properties in which project you need to sell or let, and by when, and work back to the enquiries and viewings required.
Check
We check whether calls and form submissions are tracked by project and listing, whether the project page shows the floor plans and the construction stage, and whether agents record where each buyer came from.
Channels
Advertising by area that keeps running while buyers compare, search by neighbourhood, and social media showing construction progress. For a new project, brand identity is added to these.
Report
The monthly report starts from the revenue from deals and the cost, and because the sale comes later, it also shows enquiries and viewings by project. We stop advertising whose enquiries do not lead to a viewing.
The services that matter in real estate
Who buys, who sells, and how long each of them needs
Property hides several different decisions under one roof. A first-time buyer, an investor and an owner choosing an agency have nothing in common except the word property.
What they share is that nobody decides quickly and everybody checks. So the pages have to answer the questions asked at the kitchen table: what stage the building is at, what the documents say, when the money is due and what happens if it is late.
- A first home: Decided over months and almost always by two people. What matters is the monthly cost, the distance to work and a sense of security, rather than the floor area itself.
- Moving to something bigger: Triggered by a child, by working from home or by a parent moving in. Here the question of what happens to the current home matters too.
- Buying to invest: They look at rental yield, how easily it sells again and the area, not at the kitchen. This buyer wants numbers and comparison, not emotion.
- Buying off plan: They are buying a promise. So the construction stage, the deadlines and what happens in case of delay decide more than the visualisation does.
- A buyer living abroad: They look online and come for a few days. Video, a precise schedule of viewings and someone who answers quickly in writing are what work.
- Rentals: Decided in days and driven by availability. Speed of reply wins here, not a beautiful listing.
- The listings themselves: The law requires every listing to state the building's energy performance. A small thing at first glance, but a reason your listings look more serious than the ones next to them.
- An owner choosing an agency: They are not a buyer, they are your client. They want to see how their property will be presented, how long it takes to sell and what exactly you will do.
Sectors with a similar way of deciding
The decision takes time
What these sectors have in common when a large purchase is considered for months.
Education
When the decision is made together with the family.