Successful real estate development projects in the housing market segment are unimaginable without effective marketing and sales. In times of war and crisis, this becomes a question of the developer's viability.
Leonid Ovchinnikov, Founder & CMO of SalesTech, shared with Marketer.ua how to launch effective advertising campaigns not only in familiar but even in new regions of Ukraine and international markets.
In the real estate market segment, the efficiency of marketing and sales plays a crucial role in the successful implementation of development projects.
As funding for the construction of residential complexes in Ukraine is mainly generated through apartment sales, a low level of their realization can jeopardize the construction schedule and the timely commissioning of the project. In times of crisis, the effectiveness of the competitive marketing and sales strategy for residential complexes becomes a matter of the developer's survival.
An integral part of our company's work is the marketing and sales analytics system for residential complexes. To achieve this, we implement a comprehensive set of analytics solutions and tools:
SalesTech deeply integrates the CRM system with analytics tools, Google Ads, and Meta Ads advertising panels. Data from all integrated sources are consolidated into a Power BI dashboard with key indicators of marketing and sales effectiveness.
For successful operation, analyzing external factors influencing sales, such as demand, competitors, market trends, etc., is crucial.
Maintaining a competitive edge necessitates a profound comprehension of your clientele, encompassing their desires, preferences, and driving motivations. How do you acquire such invaluable insights? Within this piece, we'll explore analytical research methodologies aimed at unraveling the query: "What defines your clientele?"
We use two simple and cost-effective tools: collecting and analyzing data from open sources and conducting surveys and questionnaires with clients.
Analytical research is one of our key competencies, so we do not outsource it to consulting companies. Our developed framework for analytical research not only allows us to promptly assess and optimize performance but also reveals insights for new advertising campaigns.
In every region where we operate, we conduct market and competitor research based on data from open sources. Here, we should express gratitude to our colleagues from LUN who perform crucial work in consolidating data, researching, and analyzing the real estate market in Ukraine. For us, this is a primary but not the only source of open data.
We analyze both the primary and secondary real estate markets and pay attention to the apartment rental market. We also constantly analyze competitors, their advertising campaigns, and pricing policies. This enables us to identify their strengths and weaknesses to determine a competitive marketing and sales strategy.
We have moved away from the classic understanding of the target audience because demographic data, such as age, gender, location, and income level, do not reveal information about the intention to purchase real estate. Therefore, we have adapted the Jobs-to-be-Done (JTBD) methodology to the real estate market to investigate tasks and problems that clients want to solve through property acquisition. This helps us better understand their motivations, needs, and goals.
During surveys of potential and current clients, we ask questions related to understanding the customer journey, their purchasing preferences, and choice factors.
SalesTech conducts surveys to measure the recognition and perception of our residential complex brand and competitors' brands. Top-of-Mind Awareness (TOMA) questions, spontaneous awareness, and aided awareness help identify strong residential complex brands and developers in the region and evaluate the effectiveness of our brand marketing.
We use the standard Net Promoter Score (NPS) methodology to measure customer loyalty. However, in our surveys, we also offer a wide range of questions, including open-ended ones, to evaluate customers' purchasing and living experiences. This allows us to better understand satisfaction levels and work on improving the customer experience.
We have conducted analytical research in Kyiv, Boryspil, Bucharest, Zaporizhzhia, Mykolaiv, and Odesa. Currently, we are conducting a comprehensive study in Dnipro. We are preparing research in Lviv and Uzhgorod.
These studies help us develop effective marketing and sales strategies in the new development market. They enable us to better understand our clients and, with the insights gained, launch unconventional and effective advertising campaigns even in new regions of Ukraine and international markets.
Leonid Ovchinnikov, Founder & CMO of SalesTech, shared with Marketer.ua how to launch effective advertising campaigns not only in familiar but even in new regions of Ukraine and international markets.
In the real estate market segment, the efficiency of marketing and sales plays a crucial role in the successful implementation of development projects.
As funding for the construction of residential complexes in Ukraine is mainly generated through apartment sales, a low level of their realization can jeopardize the construction schedule and the timely commissioning of the project. In times of crisis, the effectiveness of the competitive marketing and sales strategy for residential complexes becomes a matter of the developer's survival.
- Framework for Analytics Solutions and Tools
An integral part of our company's work is the marketing and sales analytics system for residential complexes. To achieve this, we implement a comprehensive set of analytics solutions and tools:
- Google Analytics
- Facebook Pixel
- Call tracking
- IP telephony
- Pipedrive CRM system
SalesTech deeply integrates the CRM system with analytics tools, Google Ads, and Meta Ads advertising panels. Data from all integrated sources are consolidated into a Power BI dashboard with key indicators of marketing and sales effectiveness.
- External Factors Research
For successful operation, analyzing external factors influencing sales, such as demand, competitors, market trends, etc., is crucial.
Maintaining a competitive edge necessitates a profound comprehension of your clientele, encompassing their desires, preferences, and driving motivations. How do you acquire such invaluable insights? Within this piece, we'll explore analytical research methodologies aimed at unraveling the query: "What defines your clientele?"
We use two simple and cost-effective tools: collecting and analyzing data from open sources and conducting surveys and questionnaires with clients.
Analytical research is one of our key competencies, so we do not outsource it to consulting companies. Our developed framework for analytical research not only allows us to promptly assess and optimize performance but also reveals insights for new advertising campaigns.
- Market and Competitor Research
In every region where we operate, we conduct market and competitor research based on data from open sources. Here, we should express gratitude to our colleagues from LUN who perform crucial work in consolidating data, researching, and analyzing the real estate market in Ukraine. For us, this is a primary but not the only source of open data.
We analyze both the primary and secondary real estate markets and pay attention to the apartment rental market. We also constantly analyze competitors, their advertising campaigns, and pricing policies. This enables us to identify their strengths and weaknesses to determine a competitive marketing and sales strategy.
- Online Surveys Allow Directly Asking Clients
We have moved away from the classic understanding of the target audience because demographic data, such as age, gender, location, and income level, do not reveal information about the intention to purchase real estate. Therefore, we have adapted the Jobs-to-be-Done (JTBD) methodology to the real estate market to investigate tasks and problems that clients want to solve through property acquisition. This helps us better understand their motivations, needs, and goals.
During surveys of potential and current clients, we ask questions related to understanding the customer journey, their purchasing preferences, and choice factors.
- Brand Awareness and Reputation Research
SalesTech conducts surveys to measure the recognition and perception of our residential complex brand and competitors' brands. Top-of-Mind Awareness (TOMA) questions, spontaneous awareness, and aided awareness help identify strong residential complex brands and developers in the region and evaluate the effectiveness of our brand marketing.
- Measuring Customer Satisfaction and Loyalty
We use the standard Net Promoter Score (NPS) methodology to measure customer loyalty. However, in our surveys, we also offer a wide range of questions, including open-ended ones, to evaluate customers' purchasing and living experiences. This allows us to better understand satisfaction levels and work on improving the customer experience.
We have conducted analytical research in Kyiv, Boryspil, Bucharest, Zaporizhzhia, Mykolaiv, and Odesa. Currently, we are conducting a comprehensive study in Dnipro. We are preparing research in Lviv and Uzhgorod.
These studies help us develop effective marketing and sales strategies in the new development market. They enable us to better understand our clients and, with the insights gained, launch unconventional and effective advertising campaigns even in new regions of Ukraine and international markets.