Are you guilty of any of the following?
- Continuously posting FOR SALE or DISCOUNT shouty messages on your social media
- Sending an EDM with a subject line that screams HURRY DON’T MISS OUT
- Marketing selling messages, not educational information.
Don’t worry, you’re not alone.
Now consider your customer and what causes them frustration, or what they perceive as a roadblock to them buying a home.
These are referred to as pain points and they can occur at any or all stages of a customer’s interaction with your business or, sometimes, before they even start their journey.
By understanding and describing pain points, you can go beyond giving customers what they think they need, and maximise the chance of giving them what they do need.
What can you do about it?
- Identify customers’ pain points when they are on the way to buying their home and use these pain points to design more educational content, keeping in mind that everyone consumes media differently.
- Identify daily pain points once a customer commits to your product, and use the pain points to design better information or products, or create strategic relationships with partners that are better placed to do the job.
- Brainstorm ideas to relieve these pain points.
Some property businesses even use customer pain points to drive their product design.
By focusing on customers’ pain points when they’re already on the way to acquiring a home, developers and builders can leverage customer experience design, customer service and CRM to minimise those pain points, making it easier for customers to buy and refer.