Find out why your website traffic is going to waste! And a proven way to improve sales of your new development.
SEO, AdWords, targeted web advertising. These may all be excellent means of online advertising, but are they actually giving your development the sales results that you expect or need?
The Research Topic
This pondering thought initiated a recent commission into the effectiveness of project development sales personnel, as measured by leads generated from three main sources of business:
1. Sales Centre Visits
2. Phone Enquiries
3. Web Enquiries
By utilising Secret Shoppers, it was concluded that the leads generated by Sales Centre Visits were best handled by the sales team staff, Phone Enquiries were followed up in an average manner and all Web Enquiries were handled very poorly, if not at all. This yields some alarming results for project developments, especially if receiving a reasonable amount of web traffic, and even worse if there has been significant investment in online marketing strategies and web advertising.
This may also explain why many developments have relatively little sales success from web leads (something we have found very common in the property / housing industry).
So, what went wrong?
Well, after several workshops with the sales team and Secret Shoppers, it was concluded that when customers entered the sales centre, the sales tem could quickly profile and get an understanding of the customer’s needs. However, when it came to web enquiries, as well as phone enquiries to some extent, there was little to no follow up - simply because the potential customer provided little or no information to the sales person. From the sales team’s perspective they could be a customer with cash ready to spend now, or little Johnny playing around on the internet.
Don’t let your online advertising efforts go to waste!
Research shows that the majority of potential purchasers will in fact do some level of research on the product / property / developments at home using the web, and in some cases, have already made up their mind before they talk to your sales team. There lye the gap between potential leads and the sales team. So how do we ensure the potential purchaser is handled as well at home on the internet as in the sales centre? And how do we give the sales team enough information to make an immediate connection to the purchaser? Using some smart technology, the Roam Web Interactives handles these challenges in two ways. Firstly, by guiding the potential purchaser through a specific tested and proven sales process that is completely immersive and interactive and secondly, by providing the sales team with relevant information based on the usage activity of the customer.
We do this in several ways:
1. Active Tracking - Tracks the customer web activities, specific to the product you are selling.
2. Passive Tracking - Allows the customer to intuitively provide additional information in a non- confrontational and mutually beneficial manner (web users rarely provide information without getting something in return – hence why the standard ‘enquire now’ on a website is so ineffective).
Additionally, Roam Interactive has designed and implemented an active project marketing follow-up system. This sends information via email to the customer even after their web experience, to act as a take-home brochure, again collated in a relevant and non-intrusive manner.