6 Ways to Engage and Mobilise Your Audience in a Challenging Market
In today’s economic climate, consumers are navigating the rising cost of living and financial uncertainty. These shifts can impact purchasing decisions, potentially reducing your lead generation and conversion rates.
But there’s good news: even during challenging times, property businesses can leverage specific strategies to maintain customer loyalty, encourage ongoing engagement, and stay top-of-mind.
If your property business is experiencing a downward shift in engagement and conversions, remember that this is a natural response to broader market uncertainty. However, with the right tactics, your sales and marketing teams can adapt and thrive, building a resilient relationship with your audience.
Here are six ways your property business can mobilise and engage its audience effectively:
Communicate with Transparency and Honesty
Your customers don’t expect you to work miracles, but they do expect you to be honest when it comes to pricing, construction delays and other matters affecting their home or their purchase. Set up a lead-nurture and purchaser-nurture strategy to ensure your prospects and customers feel informed and confident.
Identify Customer Pain Points and Help Solve Them
What challenges are your customers currently facing? What jobs are they trying to complete? What problems are they trying to solve?
The best way to tackle these questions is to get your sales and marketing teams together to brainstorm ideas. Once you have a solid understanding of your customer’s pain points, your marketing team can begin creating content that responds to them. Here are some ideas:
Write a blog about tips for saving money around the home
Reach out to a financial expert to provide tips for saving up for a home deposit
Update your FAQs on your website
Send out regular emails to your database that link to these problem-solving content pieces
The Property Republic team can host a workshop that will get the best responses out of our marketing and sales teams. Get in touch to learn more.
Optimise Your Customer Experience (with Mystery Shopping)
The current prevalence of ‘consumer caution’ means your customer experience needs to be at its best – both online and offline. It’s crucial that you know how effectively your prospects are nurtured, and how well your on-site team represents the brand.
A great strategy to determine these interpersonal factors is mystery shopping. The mystery shopping process can be used to evaluate the performance of a variety of services, from the online experience of customers and follow up, to the presentation of the sales office and the helpfulness of sales staff.
If your property business requires a mystery shopping service to identify areas for customer experience improvement, we’re here to help! We’re experienced in performing mystery shopping exercises and have done so for a range of leading property brands, including AV Jennings and MAB.
Ensure Your Project Presentation is Pristine
Take a road trip with the project team and review the brand, directional, entry and on-site signage, the standard of landscaping, the cleanliness of your sales centre, the state of the project in general.
Most importantly, ask yourself – would you buy there?
Re-Charge Your Sales Team by Reinforcing Best Practices
In a market where customers may feel anxious due to various economic factors, a generic sales pitch simply won’t cut it. Sales Consultants need to engage in tailored conversations that address the specific concerns and needs of each prospect. This requires an understanding of the individual’s situation, which can be gleaned from the data collected at enquiry.
Develop a sales script that outlines key points to cover during the appointment. This ensures that all relevant information is provided, and that the conversation remains focused and purposeful.
Review Your Signage Strategy
It’s important to understand the hierarchy for signage positioning on your site. Within 10km of the development, place signage that features brand building messages; closer to the project’s location, provide wayfinding signs to direct potential customers; within your site you can station signs that serve to sell the benefits of living in the development and outline the specifics on what is for sale.
We’ve created The Property Signage Playbook to help developers and project teams supercharge their signage and boost visibility, brand awareness and foot traffic. You can download it for free here.
Reviewing your signage involves a few different steps:
When it comes to your highway billboard, remember that most people are driving above 80km an hour past it and can only take in one message. Review the layout of the sign and ensure the call to action (such as the web address) is dominant.
Drive through your project as though you’re seeing it for the first time. Is your signage clear and doing its job? Ensure the signs are both visible and at a reasonable distance from each other. If directional signage is misleading or confusing, it’s not going to provide an acceptable customer experience
The Property Republic team are highly experienced in helping property businesses mobilise their audience through tailored customer experience, project marketing and lead nurture strategies. If you’d like to chat about how we can help you achieve great results, get in touch today.