5-tips-for-choosing-the-best

  • How the habits of the real estate public have changed! Think a little about the factors that weighed in choosing a property for a family from the 50's, for example...

    Undoubtedly, the space was among the main ones, since the number of children that the couples had was great. The years passed and there was a profound change in the behavior of society, shaping the so-called "consumer 3.0".

    For sure, your real estate agency wants to serve this audience well. In this article, we explain his profile, the aspects that influence the purchase decision and how companies can adapt. Follow us!

    What is the profile of consumer 3.0?

    University professor Philip Kotler - one of the big names in international marketing - explained, in his book “Marketing 3.0 ", the new way for people to deal with the buying process. He pointed out that the public expects companies to surprise them with a personalized consumer experience.

    Kotler also defined that we live in the commercial age of personal values. In it, the consumer is no longer just one digit more in the company's budget and is treated with more affection. For this reason, the institutions have reshaped the strategies to reach the minds and hearts of their clients.

         

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    It is noticed, then, that the consumer 3.0 has reached a more active position, conceptualized as empowerment. Many believe that the basis for this new business model is the internet, with its generous offer of virtual tools.

    An example is the smartphone: in a few minutes, a user accesses several portals comparing home prices and searching for recommendations regarding real estate services. To make it even easier, several companies have already adopted applications that refine searches and provide images of the properties in 360 degrees.

    Faced with so many alternatives, consumer 3.0 is more demanding with regard to the quality of service provided by real estate agents. In addition, it values excellence in the finishing and comfort of the properties, desiring transparency in the information presented in the advertisements and commercial contracts of the houses.

    How does this public choose a property?

    There is a difference between the purchasing behavior of two groups of consumer 3.0: men and women. In the search for a property, the male audience values ​​the practical aspect. Thus, it tends to stick to factors such as the number and size of rooms. Garage footage is also taken into account, for example.

    Some want to know if there is a free area with a barbecue and space to receive friends. Another element that makes a difference for men is the negotiation of the property. Usually, they don't have the patience for a bureaucratic buying process and like to receive discounts. When they are won, they become loyal customers.

    On the other hand, women are thorough in their choice of housing. According to American writer Bridget Brennan, there is an explanation. In her book " Why she buys " (in Portuguese, "Why they buy"), she says that women are still primarily responsible for caring for the family. This includes, of course, shopping.

    They usually assume this role responsibly. If the man treats the process of acquiring a property in a rational way, as a kind of obligation, the woman sees it as an exciting and even fun experience. For this audience, it is a pleasure to pay close attention to the characteristics and functionality of a home.

    Meanwhile, they imagine what it would be like to live with the family in those environments. Many feelings emerge and most of the time this is what determines the purchase decision. The female audience likes it, too, when they are served with courtesy, feeling important.

    However, women are more likely to establish a loyalty bond when they feel confident in real estate . Once engaged, they spend more financial resources than men. On the other hand, when they don't have a good experience, they openly share it with friends and family.

    What is the role of real estate agents?

    Understanding the behavioral profile of the consumer 3.0, as well as the personality distinctions between men and women, real estate companies are able to devise strategies to adapt to the new needs of the market.

    For example: the models that traditionally occupy prominent places in sales stands have left out static forms. Today they are modern structures, with 3D lighting, automatic elevation, moving carts and swimming pools or waterfalls with real water.

    These and other types of resources have the function of providing a deep immersion in the property. In addition, virtual reality presents the internal dimensions of the environments. The images are so real that the client has the feeling of visiting the house. The same is true of the 360-degree photos available on many real estate websites.

    Through them, the user interacts with the images and can pay attention to every corner of the rooms. For those who buy a property in the plant, drones are efficient allies. They help in monitoring the execution of the works, allowing real-time visualization or daily recordings for customers.

    In terms of advertising strategies, real estate companies are investing in marketing platforms . They are applications that automate the sending of images of the properties to the internet, content that educates the target audience and advertising on social networks.

    To improve service, the omnichannel system (connection of several communication channels) makes the real estate agents talk to customers, regardless of whether they are on the internet or on the phone.

    We can say that consumer 3.0 has changed the structure of the projects. Now the condominiums are true modern neighborhoods, with a leisure area, shopping mall, pay per use services and even coworking offices. How much innovation, don't you agree? For this reason, it is essential that real estate companies keep up with the changes.

    Those that do not care about this tend to become obsolete and to be beaten by the competition. On the other hand, respect for the new customer profile provides an increase in the visibility and profits of companies that are moving in the right direction.