How to Improve Conversion at the Pre-Purchase Stage

June 28, 2018

Avoid fallover at the pre-purchase evaluation stage by identifying sales readiness, building trust and reassurance in your brand and connecting online and offline activity.

At this stage, potential buyers need to feel confident that you’ll support them and offer the best living solution before committing to deposit. Watch the video to learn more.

Watch the Video

Read the Transcript

Nik Sproal:

Hi guys! Welcome to the Social Garden First Home Buyer Series. Today, Erica and I are going to be talking around the pre-purchase evaluation stage. Welcome, Erica!

Erica Sachse:

Hey!

Nik:

Erica, who is at pre-purchase evaluation stage?

Erica:

These are prospects who are ready to deposit, and you are on their final consideration set.

Nik:

Tell us about your top 3 tips for sales and marketing people to take advantage on this stage?

Erica:

Sales readiness, trust and reassurance and connecting online and offline.

Nik:

Okay. Let’s talk about that first point around sales readiness. What are you talking to particularly there?

Erica:

Buying property is a very complicated process. And there’s many moving parts. For example, finance and legal. And our objective here is to educate our prospect and what they need to do in order to transact.

Nik:

And why is this important?

Erica:

Because it’s going to help reduce your fallover.

Nik:

Super important. So let’s talk about your second point around trust and reassurance. Why is that so critical?

Erica:

Your brand has made it to the final consideration set, so you need to reassure the prospect that you’re going to deliver.

Nik:

And how can you demonstrate that trust?

Erica:

This is a very perfect opportunity for testimonial videos, which are a third party endorsement of your delivery.

Nik:

So Erica, let’s talk about your last point of connecting online and offline. What are you talking about here?

Erica:

Prospects at this stage want to visualise their future. So, we can support them with offline activities like visits to the display or community events.

Nik:

And what’s the benefit here?

Erica:

If we can track their activity offline, as well online, we can more accurately forecast their propensity to buy.

Nik:

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