How to Effectively Nurture Property Researchers

May 12, 2018

Nik Sproal:

Hi guys, welcome to Social Garden First Home Buyer Series. Today we’re talking about the interest stage of the process.  George is here to break it down for us- Welcome George.

George Glover:

Thanks Nik!

Nik:

So George, as you know healthy database has a lot of people in the early stages. Talk to us about who is at the interest stage.

George:

Yeah, so obviously the interest stage is at the very top of the funnel. So the people who are at this stage are really just starting to think about the idea of purchasing property. That’s likely been triggered by a life event, for example, someone’s had a change of job.

Nik:

So George talk to us about intent, what do you mean specifically there?

George:

Yeah so with intent, I think you really want to capture where the prospect is at in their journey. So a good example of that is asking a question like, what’s your timeframe to purchase on the form.

Nik:

And what about the buyer’s motivations, because we know that information is important. How would you capture that?

George:

Yeah, obviously once the prospect has submitted an enquiry, it’s a good opportunity to then connect with that prospect in an offline environment. And that’s where you can capture things around external motivations. For example, in the previous video, we saw the couple were really motivated by their friends and family moving into a particular area.

Nik:

Okay and that’s going to obviously influence messaging strategies.

George:

Correct, yeah.

Nik:

So George, your last point around education, let’s break that down a little bit.

George:

Yeah so obviously,  the prospects at this stage are at the very start of their journey. Which can be a really daunting stage for first home buyers because they don’t really know what to expect. So it represents a really good opportunity for marketing and sales to start building value and delivering value for prospects around what they can expect and things around finance, how the whole process works.

Nik:

Yeah,  and I’m assuming that that nurturing those leads already in the database is gonna be a lot cheaper than acquiring new leads all the time, right?

George:

Yeah, yeah, exactly, you’re right. I mean it’s more cost effective to actually capture leads at this stage and it’s much more cost effective to nurture existing leads rather than constantly trying to generate leads that are at that kind of one to three months timeframe to buy.

Nik:

And theoretically that would also make their sales process more efficient and they’re able to spend less money on finding new leads.

George:

Correct, obviously if you’re leveraging technology and content to push people through the funnel, you’ve got, the sales team can focus on that kind of bottom 10, 15% in terms of conversion and you can let kind of let the technology and the content do the legwork for that, for that top part of the funnel.

Nik:

Thank you for watching!  Looking for more information? Download our Customer Journey Mapping Framework.