Digitizing the customer experience in the real estate sector
When we began working together in 2021, the TRIOR real estate network was facing the "post-COVID" period. This period was particularly and exceptionally lucrative for the real estate sector due to containment: private individuals were looking to sell their properties and move on.
TRIOR feared a major upswing in the real estate market after this period (which proved to be the case). It was important to take matters into our own hands in time to limit the damage.
At the start of our collaboration, we had :
An average of 60 requests for estimates per month
80% of leads came from SEA
+ more than 50% of leads were out-of-zone (properties outside the municipalities handled by the agents)
Very little view of scheduled appointments and sales support. No clear data on conversion rates and no automation
A non-optimized site with no focus on conversion and user experience.
TRIOR wanted to increase the number of qualified leads for sales reps, but also gain visibility over the entire sales process. We met these challenges thanks to our "results" vision, excellent collaboration and regular data-driven performance optimization.
Estimate requests
The monthly average has risen from 30 qualified estimate requests (60 with the 50% out-of-zone) to 105 in-zone requests!
of Online Leads
By exploiting paid AND organic acquisition channels, which wasn't the case before. Less dependence on SEA thanks to SEO, referrals, social campaigns and social networks.
Online sales
Numerous inbound marketing & sales actions have contributed to increased sales. This is the result of constant optimization of the customer journey, better management of qualified leads and Marketing & Sales alignment.
Objectives & Challenges
TRIOR wanted to rapidly develop the generation of qualified leads for its sales force. They called on Stratenet to help them develop a more comprehensive Growth strategy.
Here are the main objectives of the new strategy:
- Complete redesign of the website and improved conversion
- SEO optimization and blogging
- Creation of conversion elements for different stages of the sales funnel
- Increase the number of visitors, raise online awareness
- Increase in the number of QUALITY leads and opportunities generated by online marketing
- Improved sales processes
- Improve marketing and sales alignment, so that marketing budgets can be invested in what really generates customers.
- Create performance reports to view and measure results
Solutions deployed
Stratenet supported TRIOR in the creation of a strong and sustainable growth strategy.
After analyzing their technological environment, it became clear that they didn't have a Marketing/Sales CRM powerful enough to track all the necessary data, as well as to carry out all digital and contact follow-up actions.
The approach adopted by our agency involves 7 steps:
- Analysis of the existing web situation and establishment of a SMART objective
- Creation of a growth strategy to achieve the defined objective,
- Implementation of HubSpot CRM, Marketing Hub, Sales Hub & CMS Hub
- Strategy & Total website redesign
- Annualsupport including 4 3-month plans (divided into 2-week sprints) to implement priority actions
- Monthlyreports on action performance
- Occasionaltraining to internalize certain actions and ensure smooth collaboration
Some actions that have been implemented over time:
- Ongoing SEO optimization and site conversion
- Implementation of a content strategy / blogging / editorial calendar
- Setting up a monthly newsletter
- Suggestions foroptimizing Google Ads campaigns managed by an external agency
- Collaboration on the creation of an Ebook
- A/B testing of landing page estimates
- Highlighting means of conversion via intelligent pop-up's / CTA's
- Creation of e-mail sequences to drive downloads towards sales contact
- Sales teamtraining
- Automatic follow-up of certain prospects, sales email templates, etc.
The benefits
TRIOR now has a war machine for marketing and lead management, as well as a powerful tool for centralizing all customer data at every stage of the buying process.
Marketing & Sales teams have been able to automate low-value-added tasks and concentrate on actions that generate results. All the company's actions are now data-driven, giving management a clear view of marketing and sales performance at all times.
Marketing teams now manage multi-channel marketing operations autonomously from HubSpot software, and sales teams benefit from new means of prospecting and tracking sales opportunities.
Information is now centralized, and visibility on team performance is improved. The creation of dashboards to monitor the impact of the various actions implemented.
About TRIOR
TRIOR is a network of 7 real estate agencies located in Brussels and Walloon Brabant, Belgium.
TRIOR agents offer 3 services to their customers: sales, rentals and property management.
They specialize in existing residential real estate, and their strength lies in their in-depth knowledge of the communities in which they operate.
Company size: 25 employees
Industry: Real estate
Market: B2C
HubSpot licenses: Marketing pro; Sales Hub Starter; CMS Hub Pro
Discover our solutions.
Marketing & Growth
Deploy an Omnichannel strategy and prove that your marketing efforts contribute directly to increasing your company's sales.
Website & SEO
Make your website your best seller. An SEO-optimized website that generates leads and nurtures your prospects.
Sales & CRM
Spend less time searching for and qualifying prospects, and more time closing sales. Deploy a high-performance sales system.
Loyalty & Customer Service
Deliver the experience your customers deserve.The quality of the service you offer your customers is essential to your company's revenue generation.