Real Estate: Transylvanian-type vampires or Twilight-type vampires

Anglia MIG, to the west of the Carpathians, we help our clients' businesses grow through digital innovation and customer experience. That's why our business units in the areas of marketing, digital innovation, organisational transformation, and people work in synergy to generate Data-driven learnings aimed at creating digital competitive advantages that impact the business.

For this, it is not enough just to have or incorporate new blood and the greatest possible talent to our research, planning and digital innovation teams. These advantages are also obtained thanks to the methodology and, above all, the combination of Market standard technology Or Proprietary complementary technology which helps us generate much deeper and more personalised business intelligence for the sector in which our client operates.

An example of this way of thinking is MDB Education, an online training app for the beauty sector whose business model is based on LXP -Learning Experience Platform- technology developed in the castles of MIG Embryonic that they already use Bite and tear marks like L’Oréal, Aveda or Schwarzkopf, or Property SaaS, an app for the sector Property which helps companies operating in it to understand and connect with new generations of consumers.

The first rule for biting is... to let yourself be bitten.

Much has changed property market in recent years, and even more so following the outbreak of COVID-19. The much-talked-about Digital transformation This sector, which some had approached without reservations but most were only timidly beginning to explore or had set aside in the “non-priority projects drawer”, has become a priority as a way to respond to the global pandemic situation. Also to address the progressive change of target, especially with the progressive integration into the market Property of the Millennials and, little by little, from the Generation Z.

If we were to extrapolate this urgency for technological change from Property to the world of series and vampire chronicles (much to the liking of these groups), we would say that the old ones Nosferatu of the sector (pale and striking, but not too muchthey have to leave the coffin and the Transylvanian (comfort) earth renovate into new creatures. New age vampires capable of swapping blood for tofu without their capes even rustling. A new hybrid, twilight species. immune to the stake of the times, prepared to soar through the night, withstand the break of dawn without being reduced to ashes, and more than willing to bite and be bitten.

New creatures. New needs.

Putting Transylvanian chronicles aside, can anyone imagine a new building or development today without a communal space for remote working? New generations have different needs, they demand and consume different real estate products and they do it very differently, internalising certain values and consumption habits (chia versus blood, to continue with the vampiric simile) quite distant from traditional demand.

In the sunny Carpathians of MIG Prisma we have worked a lot on the sales funnel for various sectors. In the case of Property, and to respond to this emerging demand, shedding light on working methodologies and marketing solutions that have been bearing fruit in other sectors for years. Building, to begin with, a strategy based on a funnel sales which allows for attending to the different phases of it. That is, brand awareness, consideration among the 4-5 options in the Top of mind from the customer, the decision, loyalty and finally, especially in the case of real estate, referrals.

About funnel sales we apply, like an irresistible potion, the power of the tools of Digital marketing; very especially, marketing automation for maximally personalise the messages to real estate clients based on their peculiarities “bats” and the moment of purchase they are in.

Strigoi, brucolaco or draugr. Know to strike.

Beyond socioeconomic considerations and purchasing motivations, the challenge today is to know the fears, desires, attitudes, and lifestyles of customers in order to build the Buyer persona and its Empathy maps. From here, it needs to be clarified. Customer journey y build the digital ecosystem with powerful platforms (web, Landing pages..., etc.) based on UX analysis not only that they are visually very attractive, but also smell of red blood cells, are optimised for mobile navigation and organic positioning and are capable of prioritising the lead capture (and bite). In turn, planning and the launch of a powerful media plan in true style Twilight and akin to the Buyer Persona. Whether these Strigois Romanians, Draugr Nordic or, more locally, Woodlice Jerezanos.

Here, the digital media will carry significant weight: Google Ads (search, display, intelligent display), Paid Social, vertical portals and content marketing, especially based on social media and blogs. Be that as it may, the diversity, and very especially the creativity when building Advertising messages and formats (especially audiovisual ones), will be essential when it comes to capturing the attention of targets How the Millennials Hello Generation Z.

Dearest Count Dracula: awaken and speak to me.

There are only bad dreams for those who sleep recklessly. Therefore, the second phase of funnel is the consideration, in which one has to work to convert the leads en hot leads. Here, the players of the real estate sector (promoters, builders and property management) must support each other and Awaken to eternal life to its customers with powerful business and communication tools such as tours y Showrooms virtual, Augmented reality y online reputation, so that the news associated with the brand, user reviews, and social media comments are consistent with the desired positioning and the objective of achieving Trust of the potential client.

Love at first bite. And at second. And it keeps adding up.  

As the great man himself used to say Count Dracula, the sector must focus on convert to hot lead Client after crossing oceans of time to find it, and the route to follow is direct marketing actions and Marketing automation very personalised, the Open Days or the extremely juicy customer testimonials. At this point, tools for reporting based on the use of a CRM How Property SaaS, implemented with the most powerful technology layer on the market, allows for the gradual application of Optimisation actions relevant.

Welcome again to my home. Come freely, go safely, and leave something of the happiness you bring.

After hundreds of flights and hypnotic cape movements across these Carpathians and those, Property it must achieve customer loyalty (especially in the rental market) and, above all, convert them into The best Transylvanian brand ambassador with actions such as Welcome packs, newsletters specific programmes of member get member.

Without abandoning the vampiric resource, Property SaaS allows, thanks to the powerful business layer from his/her/its CRM and the possibility of automate marketing and sales processes for the Property, to efficiently and fluently handle the critical moments of user knowledge, consideration, decision and loyalty. Also, that the New and redeemed Draculas of business and its real estate players reach the eternal happiness disregarding commercial management to focus on the Asset and client operations control and in itself technological acceleration what the market imposes.   

The new generations, who demand memorable digital experiences that fit their needs like a glove, in real-time, are setting the pace and rhythm for a sector that must shed Carpathian land from above to tackle, now, a profound Digital transformation. With tools that free players and teams from Property of obsolete processes, they take them out of their uncomfortable coffins and serve to capture, captivate, convince, and sell real estate in a personalised and remote manner. And of course, with the permission of vampires from Transylvania or Twilight, without scaring anyone.