Introduction

Attention marketing managers, real estate agents, and property developers! If you’re selling property developments off-the-plan (or planning to), I have some valuable insights to share. Converting leads into actual sales can be quite a challenge, so let’s tackle it head-on.

You might be tempted to think that increasing your advertising budget is the solution to generating more leads. But here’s the catch: it’s about more than just the quantity of leads. If you’re drowning in leads, but they’re not turning into sales, we have a problem!

So, what’s the secret formula? It’s all about those magic touchpoints!

Download example customer journey and touchpoints map

Imagine this scenario: you invest significant money in marketing to attract that perfect lead. But what happens next? You make one phone call, they don’t answer, and just like that, they’re flagged in your CRM as a poor lead.

According to the latest research from Realestate.com.au in 2023, the average buyer journey for property developments has returned to pre-pandemic levels, spanning a whopping 22 months! That’s almost two years of ups and downs, uncertainties, and decision-making. It’s a journey, my friend.

Now, let’s get down to business. You need more than just one or two touchpoints; you need a minimum of 10. And here’s a challenge for you: aim for 20!

Let’s explore some examples of customer touchpoints that can truly make a difference:

1. Social Media:

Get active on platforms like Facebook, Instagram, and LinkedIn. Engage with potential buyers, share exciting updates, and create a buzz around your property development. Show them what sets your project apart!

2. Online Advertising/Retargeting Campaigns:

Don’t stop at a single ad. Keep those targeted online ads rolling. Be present where your prospects are, reminding them of your remarkable project and why they should be thrilled about it.

3. News on Your Website:

Your website should serve as an information hub. Publish regular news updates, articles, and blog posts informing potential buyers about your development and showcasing your expertise.

4. Email Lead Nurture Journeys:

Don’t underestimate the power of email marketing. Craft personalised and valuable email journeys, with at least six well-crafted emails that cater to your leads’ needs and pain points (read: not just a pretty email with a price point, I will write a new article on our email journey framework in the coming months).

5. Conversations with Your Team:

Train your sales team to have meaningful conversations with leads. Understand their desires, answer their questions, and guide them through the buying process as a trusted advisor.

6. Sales Display Visit:

Create an appealing sales display allowing potential buyers to envision living in your property. This is your chance to establish a personal connection and address any doubts or concerns they may have. Sales displays have been decreasing since Covid. So consider recreating your sales display experience using an app.

7. Website Optimisation:

Ensure your website provides a seamless user experience. It should be mobile-friendly, easy to navigate, and showcase your property development in all its glory. Show them why it’s worth their investment! – Give yourself extra points for interactive masterplans and floorplans like this.

8. Events:

Shake things up by organising informative events like seminars or workshops. Give people the opportunity to get up close and personal with your project. Building trust and forming relationships is key.

9. Direct Mail:

Yes, we’re talking about good old-fashioned snail mail. Stand out from the digital clutter by sending personalised direct mail to potential buyers. Be creative, persuasive, and grab their attention!

10. Public Relations (PR):

Get your name out there! Take advantage of PR opportunities to gain media coverage. Issue press releases, secure media interviews, and let the world know about your exceptional development.

And hey, these are just the beginning. If you’re up for the challenge, aim for 20 touchpoints!

Billboard advertising, property portal advertising, online retargeting, on-site signage, project brochure downloads, information brochures, online interactive maps, master plans, and hosting information events and webinars are just a few additional avenues to explore.

In a nutshell, converting leads into sales for property developments is a journey that demands patience, persistence, and a solid touchpoint strategy. Nurture those leads, engage with them, and build trust every step of the way. Remember, it’s not a sprint but a marathon.