Recent developments in the restrictions across the UK will undoubtedly have a knock-on effect on the housebuilding and property sector.
The uncertainty surrounding redundancies, the end of the furlough scheme and the new job support scheme means that buyers are becoming increasingly protective of their money – and may already be feeling the pinch.
Mix in a general reluctance to attend unnecessary appointments, make unessential travel arrangements and social distancing – and a challenge will inevitably arise when it comes to speaking directly to your target customers.
Here at AlphaGraphics, we have developed a neat little solution to make sure your ‘new normal’ selling experience that little bit easier. It uses automation and smart technology to track your customer throughout their journey, providing real-time insights into their behaviour. It also uses complete personalisation – you can find out more about it further below.
Digital, digital, digital
If we have learned anything throughout the pandemic, it is that everything seems to have moved online. The global shift towards eCommerce and online business transactions is being embraced by us all – and is changing the way all sectors do business.
There has been an increased need for digital technology to support housebuilding businesses in their house promotions, including virtual tours, virtual appointments and video tours. It looks as though these tactics could be around for some time. Using a customer-focused approach and identifying market trends is the golden rule in this ‘new normal’.
Zero-touch online marketing is vital to ensure you are still talking to and engaging with your target audience, as footfall into your show homes and offices will no doubt be dramatically reduced.
Top tips
- Website
Log back into your website and give it a good spring clean. Use simple, free online SEO audit tools to weed out and rid yourself of redundant pages that have minimal traffic and work on uploading relevant and useful online content for your target customers – these could be blogs, case studies and landing pages – the list is endless!
This will work wonders for your Google rankings and gives people a great first impression when they click through to your website.
- Social media
Utilising your social media channels effectively can create personal and human discussions and engages directly with potential buyers.
We mentioned earlier about the use of videos and virtual house tours, and there is also scope to use social stories to bring your developments to life for the buyers who are sat at home on their sofas. If they cannot come to you – make sure you get in front of them!
Social media is also a great way to speak to your target audience in a more human way – and allows you to inject personality into your brand. Embrace it, be polite – but have some fun with it.
- Email marketing
Make sure your databases, email templates and content are in ship-shape and send compelling emails that are informative, relevant and, if possible, personalised.
Targeted emails work best – capture every bit of information from your buyers through landing pages and subscription forms and use this to your advantage in your email marketing efforts.
- Digital collateral
All those boxes of brochures and leaflets gathering dust may have to stay in the stockroom – unless you are hammering direct mail (if you are, how are you measuring success?).
Why not consider developing e-brochures and online pdfs that can be easily emailed or shared on social media? They are far better for the environment too and are a step closer to engaging better with your buyers.
- Brochure Builder
Our new Brochure Builder product is the ideal solution to automate, streamline and improve efficiencies in your sales cycle.
It uses landing pages to gather data and customer interest, and automated personalised collateral in a digital format to engage better with your target customers.
These automations are also completely trackable using a comprehensive reporting dashboard, which allows your sales team to react quicker to opportunities – a real bonus today, especially when you are less likely to meet your customers face to face.
You can find out more about it by clicking here.
How are you coping marketing your products and services in the pandemic? Have you shifted your efforts onto digital marketing efforts, and if so, how is that working for you?
