EXPERT TALK: An integrated approach to your digital campaigns

28.11.24

Digital marketing within the real estate sector has undergone a significant evolution in recent years.

However, as communication experts, we often notice a lack of integration between marketing and sales. This is worrying, because not only do sales teams need more leads to achieve their sales targets, but the decision-making process of potential buyers has also been significantly delayed.

Our recent analyses show that the waiting time has increased from an average of 45 to 180 days. This means that a potential buyer needs to be nurtured with information for longer to remain top-of-mind until they are ready to make a purchase.

At hooox, we therefore offer an integrated approach consisting of three components: Lead Generation, Lead Management and Lead Nurturing.

1/ Lead Generation

Targeted campaigns that attract visitors

Through digital campaigns on platforms such as META and Google, we drive traffic to your project’s website. Our campaigns are built on the basis of thorough research into local competition and the expected sales cycle. Once the CPL (Cost per Lead) has been calculated and the conversion rates set, we gain a clear picture of the number of leads your campaign will need to fully commercialise the project.

We naturally build a bespoke website for your project that not only clearly conveys your story, but also focuses on CRO (Conversion Rate Optimisation) to ensure optimal conversion of your visitors into active leads. At the same time, the website is thoroughly analysed for SEO to rank well in search results, which in turn generates additional traffic to your website.

2/ Lead Management

Keeping track of the right leads

All incoming leads are tracked on your project’s CRM platform, including all interactions (such as opening an email or downloading a floor plan). This allows us to use lead scoring to distinguish between lukewarm leads (Marketing Qualified) and hot leads (Sales Qualified).

The CRM platform gives your in-house sales team and/or external estate agents access to new leads and the ability to report clearly on lead follow-up and interest. This information is crucial for effective retargeting and for fine-tuning your campaign in terms of reach, message, available properties or target audiences. At the same time, the CRM gives the developer a better overview of the concrete results of their marketing investments and the follow-up of sales.

Finally, in addition to a continuous dashboard, we also organise monthly reporting and consultations with the sales team. Based on their feedback, our experts are able to further refine the campaigns and propose specific marketing initiatives, such as discounts or open days. During quieter periods, such as the summer, or whilst awaiting a significant development, we reduce media budgets to free up more resources for crucial moments.

3/ Lead Nurturing

Stay in touch with your potential buyers

The decision-making process is taking longer and longer. Potential buyers are also viewing other properties during this time. That is why it is important to incorporate regular touchpoints via email automation. This is an automated sequence of emails that every lead will receive in the weeks following registration. We make a clear distinction between residents and investors.

In addition, we send out regular newsletters to all or a selection of leads. These newsletters provide updates on the construction and can cover topics such as the neighbourhood or sustainable building techniques.

Want to know more?

Curious to find out how an integrated approach can strengthen your project?
Read the interview with Mathieu Van Marcke in Expertise News, where he explores this approach in more detail.

Read the interview here

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