Three months ago, I signed up to a 30-Day fitness challenge at a gym in Ascot Vale.
After driving past the gym multiple times and finding myself intrigued by its night-club aesthetic, I decided to follow them on Instagram. I was instantly entertained by their fun and cheeky captions, and also felt extremely motivated by their posts, which featured a range of workout videos and success results.
A few days after following them on Instagram, I was greeted with a personalised direct message from a member of the team:
“Thanks for following our page Abigail. If you have any questions about our boxing-inspired group training, we’d love to hear from you! Jess x”
While I wasn’t quite ready to give them my money yet, this simple and polite message went a long way in establishing a sense of appreciation for the brand.
So, when served an Instagram ad for their 30-Day fitness challenge three days later, I didn’t hesitate to reply to Jess’ message, asking for further details about the program.
Jess provided me with plenty of information regarding what the challenge entailed and how much it would cost, and even asked about my personal fitness goals to better understand my needs. She answered all of my queries, offered to give me a personal tour of the gym and even helped me out when I was experiencing technical difficulties with their website.
Needless to say, I joined in on the 30-Day challenge, but the great customer experience didn’t end there. On my first day, I was politely introduced to the trainers and nutritionist, and was given a tour of the gym which was complete with night-club neon lights and a smoothie bar. I was also shown how to download and use their app, so I could easily book myself into classes. Their app even had a function that allowed me to order my favourite protein smoothie, which would be waiting for me once my class was finished.
Every few weeks, the gym would also host events for their members, which either involved a cocktail-style event within the gym itself, or a hang out at a local bar. The entire experience was enjoyable, and I even began to love waking up at 4:45am to make my 5:30am class!
While it turns out their high-intensity boxing and cardio workouts weren’t entirely beneficial for my asthmatic lungs and I didn’t extend my membership post-challenge, my extremely positive interaction with the gym had me recommending it to anyone wanting to get fit in a fun environment. And thanks to my recommendation, many of my friends and family members have since joined up.
Three months after leaving the gym, I also received a voucher in the mail offering a discount on a 6-month membership.
So, how does this anecdote fit into the world of property you may ask?
This experience further alerted me to the many cost-effective and simple follow-up methods property developers are neglecting to facilitate throughout their customer experience.
Having mystery shopped a number of developments in Melbourne’s north earlier this year, I can honestly say that my experience with developers was not nearly as enjoyable as my interaction with the gym. Which is astonishing considering my gym membership set me back a grand total of $196, while the properties I was enquiring about exceeded $450,000.
There are so many budget-friendly, effective initiatives sales representatives and property marketers alike can implement to create a customer experience that really converts:
- Contact leads on the platforms they’re using. If you don’t get a response when calling, why not send a text, Facebook message, email or Instagram DM.
- Educate first, sell second. Your first interaction with a prospect should not involve you sending out ‘land for sale’ messages and new release dates. It needs to provide information and education on the benefits of your development and its location.
- Ask meaningful questions. This is the only way you’ll gain a comprehensive understanding of who your customers are, what they need, and which stage of the customer lifecycle they’re in. You can then use this information to send relevant and meaningful content.
- Personalise information. And I don’t mean slap their name in the subject line. I mean send your customers information that really matters to them.
- Go the extra mile. Make your current and potential customers feel special by inviting them to exclusive, low-cost events. For some ideas on budget-friendly events you can host, read our blog.
At Property Republic, we’re experts in customer experience. If you need help refining your customer experience strategies to create conversions, get in touch.