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Expert talk: Placemaking & nurturing

More than 40 residential campaigns. More than 24 months of analysis. One clear trend:
The conversion time for prospective buyers is increasing. Whereas leads used to make a purchase on average 1.5 months after the initial contact, today it takes more than eight months.

This presents a challenge for sales teams, but also an opportunity for developers to build trust during that interim period and make a difference.

From lead to resident: why lead nurturing and placemaking are crucial solutions for longer conversion journeys

1. Lead nurturing: build relationships, not lists

We don’t just generate leads; we guide people through their journey. Thanks to smart automation tools (such as lead scoring, email flows and retargeting), we turn digital interest into relevant contact at the right moment.

What candidates need today is not extra pressure. What they do need is substance, trust and reassurance:

  • Inspiring content (property tours, testimonials, neighbourhood stories)
  • Personalised follow-up based on their behaviour
  • Clear answers regarding budget, quality of living and future value

And perhaps even more importantly: given the longer lead time, there is a real chance that your lead will eventually consider a different housing solution or real estate investment. All the more reason to stay top of mind and proactively nurture your lead throughout the entire decision-making process.

From download to deal, we build trust in your project.

2. Placemaking: bring the space to life even before it exists

Nowadays, placemaking is more than just storytelling or a branding exercise. People want to feel that a place suits them – even before the first brick has been laid. That’s why we bring the site to life, even if it’s still a building site or a piece of wasteland.

We achieve this through tailored experiences, always aligned with the project’s identity and the expectations of the target audience:

  • Private viewings of show flats
  • Temporary installations on-site where possible
  • Concerts in partnership with the Festival of Flanders
  • Summer bars or mobile bars, such as De Blauwe Kiosk’s oyster bar
  • Open-air exhibitions, neighbourhood tours, ...

In this way, the site becomes more than just a location: a place where the story already begins. A place where future residents and investors can picture themselves living, growing and thriving.

Ready to make a difference in a longer decision-making process?

The market demands more time. But those who create meaning – both digitally and physically – turn a lead into a resident.
At Hooox, we help developers to strategically utilise that valuable interim period. Through lead nurturing and placemaking tailored to both the project and the audience.

Discover how we can improve your conversions

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