Digital for construction companies in 2020.

Purchasing new housing is always a responsible decision. Therefore, purchase decisions must be balanced and designed for the entire stage. In this article, we will consider the strategy that we adhere to in our company when promoting developers.

It is necessary to understand that the process of acquiring housing in a new building is very long. The buyer goes through several stages. Awareness and formation of needs. The reasons for purchasing a home can be different. The need for expansion, relocation, the need to get better and more modern housing, the desire to invest, and so on. It must be borne in mind that each of this group has different motives and needs.

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1 Awareness and the formation of needs. The reasons for purchasing a home can be different. The need for expansion, relocation, the need to get better and more modern housing, the desire to invest, and so on. It must be borne in mind that each of this group has different motives and needs.

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2 The study of various options is the purchase of housing in a new building or in the secondary market. Acquisition or construction of a country house. If you wish to invest, bank deposit options and other options may be considered.

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3 Market research in the selected segment. The buyer monitors the offers of various developers, selects the area, project, compares prices, and purchase conditions.

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4 In the next step, he carefully examines the object of interest to him. Planning, communications, land improvement, permits, reputation of the developer.

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Each of these stages requires its own methods and tools that help the client advance within the sales funnel that we built.

The marketing strategy of the construction company has several directions and it is necessary that at each stage everything works smoothly and efficiently. It doesn’t matter how many customers we bring from the Internet, if the sales department does not handle calls well, the overall result will be low.

Each of these stages requires its own methods and tools that help the client advance within the sales funnel that we built. The marketing strategy of the construction company has several directions and it is necessary that at each stage everything works smoothly and efficiently. It doesn’t matter how many customers we bring from the Internet, if the sales department does not handle calls well, the overall result will be low.

At the initial stage, we study the features of the facility under construction, what target audience it is designed for its pros and cons. As a result, we are building a common promotion model and communication strategy for each stage. Taking into account the needs, we develop the site of a construction company or the site of a residential complex. This can be a multi-page site or several landing pages (Landing Page) with various objects. A quality site for the developer is very important.

The cost of attracting a client in real estate is high. An ill-conceived site that turns a client’s attempt to contact the seller into a “quest” is unacceptable.

The site should be as user-friendly as possible, take into account the specifics of the business, display all the information the client needs and enable clear and convenient communication. Digital strategy may vary depending on the current situation, for example, competitors have started building near your property or the construction stage has changed.

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The goals that we set in the Internet promotion strategy:

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1 Lead generation and retention.

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2 Increase brand awareness and loyalty.

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3 Work with reputation (ORM).

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The tools we use are:

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1 Contextual and display advertising in search services and news portals.

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2 Targeted advertising on social networks.

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3 Native advertising in various public, specialized blogs and forums.

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4 Posting information about facilities under construction on aggregator sites.

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At the first stage of work, we create an LCD business page on social networks and, using targeted advertising, notify the maximum number of people from our target audience about the start of construction of a housing complex. At the same time, we place display ads on local news resources and forums. We register the site in search engines. At this stage, we primarily use native advertising, since this type of advertising does not cause the user to be rejected and is perceived as useful information. At this stage, lead generation is not the main goal, the main task is to get into the field of view of the target audience. The KPI that we evaluate here is audience reach, banner ad views, and the number of subscribers on social networks.

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At the second stage, we are working on filling in information on the LCD of all sources on which our potential customers can look for it. Here are our main tools and tasks: targeted advertising and community development in social networks, contextual advertising in search services, placement on aggregators sites. KPI at this stage, the number of subscribers, search results for brand queries, presence on aggregators. It is important to monitor the accuracy and correctness of the information that we show to potential customers. Analyze traffic sources and monitor ORM, as there will always be dissatisfied people and their posts and reactions can further negatively affect the reputation of a construction company or a residential complex under construction.

The third stage. A potential client is informed about your property and is interested in buying. He begins to study you under a magnifying glass. Our task is to facilitate his transition to the next stage of decision making. Our efforts here are aimed at increasing confidence and brand loyalty. This is work with negativity and objection at all sites. Information about the brand and the progress of construction at the facilities. For these purposes, we use promotional videos in social networks, we form positive reviews that will be displayed in search engines. At this stage, it is also necessary to create a community of future residents in social networks and messengers, if the developer does not do this, residents and potential buyers will do it, in the worst case, competitors will do it, and it will be very difficult to work with negatives in such a community. KPI is the number of positive and negative reviews on the Internet, the number of views of promotional videos, the growth in the number of subscribers on social networks.

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In the fourth stage, we directly generate leads. Applications to the sales department come from customers who are already familiar with your property and motivated to purchase a home. Our task is to direct the flow of targeted applications at the lowest price. Our main tools are contextual advertising and organic search engine results. Targeted advertising on social networks in the format of lead generation. Placements on aggregators and news portals of banners with various announcements and promotions held by the developer as part of a marketing program. It is important to segment your target audience correctly. For different audiences, create their own creatives, analyze traffic statistics and adjust the company depending on its effectiveness. High-quality work with incoming traffic in the sales department is very important. Poor processing of incoming applications can negate efforts to attract customers and significantly reduce project profit. KPI at this stage: the quantity, quality and price of applications to the sales department.

The fifth stage is customer retention. The real estate sales cycle is very long. You must constantly make contact with a potential buyer through various communication channels. During the decision-making process, offers from your competitors come to him or he may just change his mind. It is necessary to constantly warm up his interest by informing about the stages of construction, motivating them by holding actions that provide benefits or advantages. The most effective tools for this are remarketing in search engines, retarketing in social networks, work in communities and groups. You can use emails and messages to your phone or instant messengers based on potential buyers who contacted the sales department. KPI is the number of ad impressions through retarketing and remarketing, the number of completed transactions, in relation to received requests. It is difficult to single out the parameters of the effectiveness of promotion on the Internet, since the client at this stage of the funnel simultaneously contacts the sales department and is faced with outdoor advertising and other communication channels.

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In conclusion, we want to note!

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A balanced and balanced marketing strategy of the developer is the main source of success for the development project. Digital strategy, which begins with the analysis of the project, the development of the construction company’s website and ends almost at the stage of concluding a real estate purchase transaction, is an integral part of the overall marketing strategy. It is most effective when all parts of the sales mechanism work like clockwork. Failure at any stage will affect the overall result. When choosing contractors to implement a promotion strategy on the Internet, use agencies that have experience in this field. This will save you time, nerves and increase income.

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COMPLETED PROJECTS

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Best regards SPHERE!

просп. Соборный 160 г. Запорожье, Украина