In a digital and more competitive environment, integrating all business processes in the same program is key to optimizing and making the budget of every real estate developer profitable.
In this context, choosing the best CRM – Customer Relationship Manager – can be the key to measuring your competitiveness. If in any industry, process management is a determining aspect, in the real estate sector like blue world city islamabad it is even more so: due to the large investment involved in managing the sale or rental of flats.
In this article we will analyze the benefits of implementing a CRM in your real estate developer and, above all, we will help you to say which functions are necessary for your routine and which are complementary.
Functions of a real estate CRM
In this way, unlike other sectors, the functions of real estate CRMs vary according to the size of the developer and are based on:
- Size of the company
- Company needs
For the rest, among the basic functions of a real estate CRM must be to guarantee access to lists of audiences (clients and potentials), a list of products to sell or rent, statistics on seller productivity, among others.
In addition, the new software already incorporates entire departments such as marketing, communication or business accounting, replacing the first client management programs.
Thus, a good real estate CRM will include, in turn, a direct connection to the company’s social networks, as well as to other publications in the sector. In addition, it will house the documentation available in relation to payroll, invoices, commissions, among others. With such power of relationship between databases, a real estate CRM allows to automate a large part of marketing campaigns.
Benefits of implementing a CRM in your real estate developer.
As we have already mentioned, including a CRM in your real estate developer will enhance the productivity of your processes and your Real Estate strategy, improving the rental management service and apartment sales.
Thus, among others:
- You will get better income in record time
- You will build a database of stakeholders
- You will monitor your impact both in your marketing campaigns and in social networks
Likewise, if you add big data technologies to the CRM of your real estate company as done by Tajarat properties, you can geolocate clients and properties, as well as segment the market to optimize your marketing campaigns.
Without a doubt, CRM should be the cornerstone of the marketing and sales department as it will allow obtaining a deep knowledge of the market and optimizing the budget in communication, advertising and reputation.
At the end of the day, this tool allows business decisions to be free of emotions or moods and to be governed purely based on the information collected by the user.
Basic guide: types of real estate CRM
There are several types of CRM according to the needs and structure of each real estate developer. According to its typology, we find cloud-based software (SaaS), open source and even some free.
Online CRMs are characterized by being accessible from anywhere, so it is not necessary to access from the company’s local servers. The main advantage of this mode is that it is ideal for commercials and executives, since they can have the information at any time and on a multiplatform basis.
In contrast to this program, we find open-source software. This management tool, which still allows more flexibility than SaaS, was born to adapt to the needs of the client’s business.
Thus, while the open-source CRM license is free, its adaptation to the needs of each company (databases, analytics and accounting) entails an extra expense. Likewise, the costs associated with its implementation must be taken into account: specialized technicians, maintenance and training.
Finally, there is a more accessible type of CRM for smaller promoters that are free programs with no fixed costs. In this way, they only have limited functions.
Among these options, there is the possibility of including CRM functions as plugins in content managers such as WordPress. In this way, customer data and activities in the program are synchronized.
Advertise Your Real Estate Promotion on Social Media
The entry of the millennial generation and, nowadays, of the generation Z, has changed the paradigm of advertising. If before advertising was monopolized in a single market, television, today we serve a multiscreen society, in which social media has changed the sales paradigm.
In this article we will analyze the benefits of incorporating advertising into your Social Media strategy to multiply your visibility and open your real estate development to new markets.
Keep in mind that, for example, people between the ages of 18 and 49 watch YouTube more on their mobile devices than any other television network in the United States.
How to manage real estate videos on Social Media
Either through Instagram Ads, Youtube Ads, Facebook Ads or Twitter Ads – the three most used -, advertising on social networks is based on the CPC model (Cost per Click) model: the advertiser only pays if a user clicks on ad.
With this type of business, the concept that stands out is the conversion rate – how the advertiser transforms visits into business -. Video advertising has proven to work the best: users interact with it, especially on Instagram and Facebook.
Make your real estate promotion known on your social networks, with a digital marketing plan to match, allows you to address audiences and spaces until now restricted for your product.
Be it photographs, infographics or other ways of attracting attention, Social Media, allow you to vary the content on all its multiple platforms. In this way, it makes the message more attractive to attract new customers.
Even so, the format that has been shown with the highest conversion rate, thanks for the immediacy, the quality content and especially, for the format, in which the user cannot skip the first seconds, is video advertising.
Benefits of incorporating ads on social networks
What does advertise on Social Media contribute to a real estate developer? First of all, visibility. For example, Facebook algorithms sometimes make our brand invisible to the general public. Not surprisingly, we are talking about a market of more than 2.612 million people in 2018, according to a Statista ranking.
Likewise, unlike traditional advertising – press, radio, television – social media allows you to profile your campaigns: age, gender, interests, location … Segmentation by big data is already a reality, and with it, advertising in networks of the real estate sector.
As we have already specified, apart from a multiplatform advertising, the payment model in advertising on social networks is very profitable. It already happens in other online advertising solutions such as Google Adwords: you will only pay for users who click on your real estate promotion.
In short, online advertising via social networks has these benefits:
- High segmentation
- High profitability
- New market niches
- Business models on each platform
In a niche market with more than two billion accounts worldwide, social networks have had to specialize in order to compete with each other. If Twitter, for the most part, is known for its immediacy and for more advertising content, Instagram has won the photographic scepter and, on the contrary, LinkedIn has done business with the labor sector.
Facebook and Instagram , the two social networks with the most advertising impact, coincide in business models: both have an advertising interface so that advertisers can promote their content through orchestrated campaigns .
On the other hand, if both Facebook and Instagram decided to break with the mold of standard advertising, YouTube has chosen to adapt it to the Internet. In this way, the Google video network presents a format with spots similar to those of television, the most popular for the large consumer.
Finally, among the large networks, the Snapchat Ads and LinkedIn Ads models stand out. Oriented towards a completely different market. Above all, a youth audience in the first case and a B2B model in the second.
How To Measure ROI In Offline Campaigns Of Real Estate Developers
Measuring the return on investment in digital advertising is easier than in traditional advertising . This phrase leads to little discussion, since the analytics of online platforms allow users to be tracked until they become a consumer.
Now, digital campaigns must also clarify the purchase attribution models. That is, a user can make the “last click” on the ad on Google but know the brand beforehand. Therefore, it is unfair that the PPC campaign takes all the credit for the sale.
Anyway, doubts about digital marketing aside, in this article we will review 5 ways to measure the ROI of offline campaigns. Five easy strategies that can be implemented in traditional property developer advertising campaigns.
Immediate consumer action
These strategies are used to measure the impact of direct marketing campaigns. The essence is that the user must take an action after contact with the ad. Some concrete examples are the following:
- Have customers scan a QR code (either within the show floor or from an advertisement)
- For clients to go to a specific real estate landing page
- Have customers call a specific phone
- That customers attend a special event: opening, flash sale in a physical store, pop up store
These strategies are used to measure the response rate of your campaigns on the public. As in digital campaigns, these traditional direct actions do not resolve the “last click” conflict but serve to directly contact customers.
Promotions and discounts on specific channels
The channels of traditional advertising are varied: television, radio, press. What’s more, even each channel has countless advertising spaces such as television shows, sections in radio programs or the entire catalog of magazines on a newsstand.
Therefore, evaluating a specific channel is as easy as placing an exclusive promotion. These promotions are a good measure of ROI from the start of advertising. In addition, it allows more or less controlled experiments by varying the discounts per channel.
Monitor your real estate brand
You must know the scope of your brand. For a real estate company, it is very important to understand how the public receives your products or your company. To do this, it can be tracked with these several different strategies:
- Focus group: in-depth study of the audience’s opinion about your brand.
- Impact on social: if it increases or how the conversations regarding your brand evolve in the social environment. It is essential to label the reactions and feelings that it generates in the users.
- Impact on search traffic: How much does the number of times people search for your brand increase?
Monitoring the reception of your brand should be done both before, during and after launching an offline real estate marketing campaign. When the traditional real estate ads go live, it’s time to activate the social team and SEO.
On the one hand, Communities Managers must keep track of the new likes, followers and interactions that are gaining. In addition, to be able to provide quality and useful content to users when talking about the brand.
For its part, the organic search department has to be aware of the new related terms that users search to reach your website. Thus, with these keywords found, content can be developed to attract the click of customers.
What’s more, SEOs must account for the search peaks of the brand name or its products. The best tool is Google Trends, since it can be compared with other years and with several keywords at the same time.