Consultancy · Marketing
Marketing + construction companies = guaranteed success
Have you ever stopped to think about how powerful marketing intervention can be in the area of real estate developments? Precisely this fabulous duo is the trigger for the effective and successful completion of a purchasing decision.
Marketing is a tool known for being involved in market research, development of sales strategies and analysis of metrics. Whatever the organizational typology, resorting to actions that allow us to build the profile of the personal buyer - the ideal customer model that a company has -, making a list of objectives, charting the path to follow and observing the results - positive or negative - that are obtained from them, is elementary.
In an arid terrain such as the construction industry may seem, the application of certain tools belonging to marketing, in its range of options such as B2B -business to business- or the also known, B2C -business to consumer-, stand as bulwarks against unrealized sales, unreached potential customers and unfulfilled budgets.
If we talk about a construction company that has other companies as stakeholders -strategic clients-, we are talking about the B2B sales process. In this case, it is of utmost importance to understand where the opportunity and complexity of this market technique lies.
B2B Marketing Implementation
As we already know, when entering into a dialogue with a large organization, we are not only faced with a large group of people involved in decision-making, but also with a much colder and more strategic attitude when saying yes at the time of purchase.
For this reason there are -at least- 5 stages that must be carried out during the implementation of B2B marketing:
- Definition of the Ideal Customer Profile (ICP): preparation of a profile of the ideal customer of a company based on prior market research so that the company knows who it is targeting and why. All kinds of details are analyzed here, such as the size of the company, its income, its location, technological data and more.
- Develop a content marketing plan: consists of the strategic creation of content that is relevant and educational on topics that may be of great interest to clients. Here the mission is to inform, but also to establish ourselves as references in conversations on certain topics.
- Selection and weighting of leads: having a pre-sales team, also known as Sales Development Representative, that facilitates and organizes the lists of contacts ready for purchase is of vital importance if we talk about saving time and resources.
- Diagnosis and proposal: here the seller already has all the necessary information to determine the best solution that establishes a value proposition adapted to the needs of the Lead. Negotiation power and reasonable time for making the final decision also come into play here.
- After-sales: at this stage, customer service services become essential to further build loyalty in the relationship with the client, in order to guarantee the renewal of the contract and even awaken possible recommendations to potential clients.
What is B2C in marketing
Now, if we take an imaginary photo of the scene of a person choosing which product they are going to take from the shelf, or what model and color of smartphone they are going to purchase from a buying and selling site, we refer directly to the B2C process.
Unlike B2B, those cases where marketing strategies have a company as their starting point and an end consumer as their destination, we are faced with the B2C resource.
Another of the particularities of this typology is the motivation that ignites the consumer's decision making. If in the world of B2B marketing, the motive was purely and exclusively rational, in this section, the mobilizing reason is emotional in nature. That is to say, the emotional perception that arouses both the brand itself and the solutions it offers depends solely on how well the company connects with the most sensitive side of people.
Within the business-consumer universe, sales are of lower value and much more impulsive, due to the psychological factor involved in goods and services that are freely available in supply and demand. In this sense, the person discards the selection based on specific characteristics of the product, but prefers to choose and buy something that implies added value in terms of the heart: something that reminds them of good times, something that activates their positive emotions or, something that allows them to experience much more than a mere consumer object. For this reason, in B2C marketing, communications are built on the values of subjectivity, emotion and creativity.
Unlike B2B, this type of sale has a distinctive feature: being based on the sentimental experience of the clients, it can often happen that the analysis of the marketing strategies in these cases is a little more difficult to carry out, because the hearts are still immune to metric x-rays. However, there are certain tools that can help us locate ourselves and determine if the actions taken are meeting expectations. Some of them are:
- Conversion rate: In marketing terms, this is a useful metric to know the traffic of visitors who managed to be converted into customers, through the company's website. It is a very quick and easy process to observe.
- Creation of the Buyer Persona: to know perfectly what the route of the strategic client is, the best option is to know it in detail. From their tastes and preferences, to their behavior when consuming a product or service, or even to determining what their favorite type of music or book is.
- The connection between your company's brand and stakeholders: this can be measured through the interactions that customers make with the company's communication channels. This is the number of views, shares and likes on the corporate website, social networks, blogs, for example.
