Seloger is fighting back against the onslaught of LeBonCoin. They have launched a new site, acquired Webimm.com (a commercial site), launched a new offer for agents, investing in big data, and they have launched a new TV advertising campaign.
The following is a translated (thanks to Google) interview in Immomartin with Bertrand Gstalder, the General Manager of Media at Seloger.com.
What is your communication plan this year?
In 2014, our marketing investments increased by 40%. This allowed us to return to television with a campaign of three weeks in March, followed by a second wave in the fall, coupled with a web campaign. We wanted to highlight the effectiveness of our portal as a real estate specialist. The aim was also to maintain the reputation of the site. 80% of the advertising purchase budget was invested on TF1.
What biases guided redesigning your site?
SeLoger.com been constant changes but we accelerated the consolidation of the main pages for a year. First presentation page ads and results list. We worked on ergonomics and ease of use of the site, which has also allowed us to see an increase of 25% contacted a result of these changes. We just put online a new homepage in September. We want to be clear in our promise. Previously, the Internet came on an efficient real estate search engine. This is the heart of our business. Today, the site supports the user in all stages: it can inform and prepare project upstream of ads and professionals to accompany him, and finally complete the project, through simulation credit for example.
We have formed a Big Data team that allows us both to provide a more qualified agencies to provide information and much more personalized to the user experience. For example, the picture of the homepage banner will change depending on the geographical area of research. In the "Surround", the site recommends a selection of surrounding real estate agencies. We also created a new platform dedicated to news content and advice. Our mobile app has also been completely revised and a dedicated mobile site was developed.
Can you tell us about your new offer BtoB?
Beyond the performance of our traffic, we want to nurture and accelerate the business of our customers. The offer "the listing's Pass" was officially launched on 22 September. It is available in three levels: Bronze, Silver and Gold. The Bronze Pass includes the first level of access to the service with most of SeLoger. Additional services are available in Silver and Gold Pass. The driving idea of this job is to support our customers throughout their value chain. We are already known and recognized for contacts of buyers and tenants. We now better assist officers in winning new mandates for example. So cross, this offer also allows you to work on the reputation of the agency, which is now mostly digital showcase.
What new services do you offer?
We developed SeLogerPlus, replacing SelogerPro. The real estate agent can accesses a very easy to use control platform, as well as the agency head by his team, as multi-media and multi-login. From the Silver Pass, our customers can receive in addition to their contacts for more information. In other words, indicators that allow the agency to better qualify her touch, to optimize the discovery of his project and to prioritize treatment. We also developed new ad formats "silver" and "gold" that provide better graphic distinction of supply and give it a display priority. This allows in particular to work better exclusives.
Prices have changed?
We have completely redesigned our commercial offer, which is not comparable in terms of services. The previous offer was on the map, with the spread and a multitude of options. It was found that this formula was too complex. A well packaged offer is much easier to understand. Depending on the maturity of the agency, its mandates, the portfolio structure, agents can easily position themselves. If we compare the 2015 Bronze Pass the Essential 2012, it is indeed a price difference related to the addition of new services with high added value.