table of contents
2. Give your homepage multiple roles
3. Analyze prospects with Pardot (marketing automation)
4. Send out a weekly email newsletter with useful information on building a home
5. Create an automated scenario for potential customers who are slow to act
6. Thorough input of SalesCloud (CRM) data
7. Conduct marketing and sales meetings based on Pardot and SalesCloud data
lastly
Hello.
I'm Miwa, the representative of Alive.
Many of our clients are housing companies and construction companies, and in supporting so many customers, we have come to see how housing companies and construction companies can successfully attract customers and secure contracts .
This time, I would like to explain how Alive would vp r&d email lists design a strategy to help a company that builds 15 buildings a year aim to build 30 buildings .
What you need
Here are some things you need to do to successfully attract customers and close the deal:
Web advertising expenses
SEO Measures
Home page
Production results and blog updates
Materials to send to get conversions
At least one tour per month
Newsletter
Pardot (MA)
SalesCloud (CRM)
Thorough CRM entry
Marketing and Sales Meetings
1. Consider attracting customers online
Even if you create a good website, it is meaningless if it does not attract visitors.
There are two main ways to attract customers online: " Web (SNS) advertising " and " SEO ."
For each company, we consider which SEO words to target and what kind of advertising to run to which targets.
If we were to increase from 15 to 30 buildings, I think we would need to invest 200,000 to 300,000 yen per month in advertising.
2. Give your homepage multiple roles
A homepage doesn't have just one role, it has many roles.
Increase conversions
In order to obtain conversions such as requests for information, model home tours, and tour reservations, we create content that potential customers will respond to. This is the most basic purpose of a website.
Make the content interesting enough that potential customers won’t get bored even if they visit multiple times.
Your homepage isn't just for generating conversions.
Potential customers who have requested information will continue to visit your website multiple times after requesting the information .
If your homepage is monotonous, potential customers will soon stop coming.
It needs to be an interesting read that will make potential customers want to return again and again, and it needs to have regularly updated construction examples and blogs .
Also, when implementing Pardot (MA), if your homepage does not have depth, you will not be able to realize the true value of Pardot.
If you want to make the most of Pardot, these regular updates are essential.
Don't neglect branding
If you only focus on conversions and ignore branding, you'll end up struggling to close the sale .
We need a design and message that will make people like and empathize with our persona.
3. Analyze prospects with Pardot (marketing automation)
By installing Pardot (MA), you can see how often potential customers are viewing your website .
Without Pardot, you wouldn't know which potential customers, out of 10 requests for information, actually loaded your website properly.
Once you have Pardot installed, this becomes immediately clear, allowing you to make sales more efficiently by responding first to prospective customers who are carefully reading your website.
pardot
By using Pardot, you can instantly find out how many times a prospect has viewed your website. Generally, the more people view your website, the more interested they are.
4. Send out a weekly email newsletter with useful information on building a home
There are many potential customers who request information but then don't take any action .
We send out email newsletters to these potential customers once a week .
Write a blog that is helpful for building a house, and include a digest of that blog in an email newsletter, where people who want to read more can click "Click here for more details" to be taken to the homepage.
In addition to the blog that will be useful for building a house, I will also include information about house viewing events.
If you send out email newsletters regularly every week, even potential customers who didn't take action will gradually apply for tours .
It is important to be careful that if your email newsletter only contains information about tours, potential customers will think, " This email newsletter only contains information about tours, so I'll stop reading it ," and they will stop responding.
The key is to focus on being an e-mail newsletter that provides useful information for home building to people who are considering building a home .
However, e-mail newsletters that only contain useful information are meaningless, so in order to reap the benefits, it is necessary for people to come to our open house.
Therefore, to ensure that tours are held continuously, try to arrange tours at least once a month.
Newsletter
If you send out email newsletters regularly, you will see consistent conversions.
5. Create an automated scenario for potential customers who are slow to act
For potential customers who have requested information but are not yet converting into a store visit, you can create an automated scenario in Pardot to encourage more store visits .
The sales team doesn't have the time to follow up with these potential customers, so they leave it to Pardot to automatically increase store visits.
6. Thorough input of SalesCloud (CRM) data
MA is a marketing tool, while CRM is a sales management tool.
Pardot has high compatibility with SalesCloud, so we use SalesCloud as our CRM and thoroughly enter the sales staff's daily sales data into SalesCloud .
This allows sales teams and management to see marketing and sales data at a glance, and instead of asking, "What happened with that?" or "What happened with that?" they can just look at SalesCloud and get all the information they need .
SalesCloud
By thoroughly inputting sales information into SalesCloud, you can immediately understand the current status of potential customers. Sales meetings are held based on such tables.
7. Conduct marketing and sales meetings based on Pardot and SalesCloud data
We will continue to use MA and CRM on a daily basis, but by holding regular meetings based on the numbers, we can improve their accuracy .
By holding marketing and sales meetings based on data from Pardot and SalesCloud, you can further increase the number of prospects to the point of closing a sale, such as by saying, " This potential customer has looked at your website many times but has not yet visited your store, so why not give them a call ," or, " The person who proposed the plan read the after-sales service section of the FAQ, so I think they might have some concerns about that, so why not take a look at it."
Up until now, you may have been working hard on marketing and sales but not seen much result. However, if you take an orderly approach, use the necessary tools and enter the necessary information, and have managers and executives give instructions to the field based on the data, I think the number of contracts will naturally increase .
lastly
As I mentioned at the beginning, Alive is involved in a lot of the housing industry, so we have been able to accumulate know-how on the process from attracting customers to converting them and closing the deal .
I believe that the housing industry is one in which the combination of " Web (SNS) advertising/SEO measures " x " high-quality website " x " MA/CRM " is most likely to be effective.
Alive can provide a one-stop service from web advertising management, SEO measures, websites that increase conversions, Pardot, and SalesCloud construction .
Many companies have seen results using this method, so if you are a company that is struggling with the process from attracting customers to closing a deal, please feel free to contact us.