Convert Property Researchers Into Sales Opportunities

Nik Sproal:

Hi Guys, welcome to the Social Garden First Home Buyer Series. Today Jake and I are going to talk about the Consideration Stage. Welcome Jake!

Jake Taylor:

Thank you!

Nik:

So Jake, consideration, who’s at this point?

Jake:

Sure, so people who’ve made a decision they’re going to buy but they’re just not sure what they’re looking for just yet.

Nik:

Okay, so for the sales and marketing team. What are your top three tips for managing this stage?

Jake:

Sure, so top three is – Where marketing have accountability over sales at this stage; The ability to personalise content and then finally, why this product over competitors?

Nik:

So Jake, let’s talk to your first point around marketing not sales. What do you mean specifically there?

Jake:

So where the inquiries come through and it’s not ready for sales to convert, it’s up to marketing to be able to serve the right information for what they’re looking for at this stage.

Nik:

Okay.

Jake:

So most of this is going to be around looking at why buying new is over established?

Nik:

To your second point around the personalisation, what are you talking to specifically there?

Jake:

So where people have made an enquiry, we’re capturing more information about their financial status. So if the finance’s approved we can give them that urgency information about the current lot and if they’re saving we can give them more educational info to connect them with a mortgage broker.

Nik:

Your last point about why should they choose you, what are you trying to say there?

Jake:

So people are interested in this general area and there’s gonna be a range of different estates that they can be looking at so we want to talk specifically about why this estate over choosing a competitor?

So this is where they can look at the amenities, the features and all these aspects that the developer is putting in for this location rather than just a wider region.

Nik:

And I guess the other thing as well is its less price and product and more features and benefits.

Jake:

Yeah, definitely.

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