This article was written and published in Spanish and has been translated into English via Google Translate. Click here to read the original article.
According to data from Google Spain, 92% of home purchases started with Internet searches.
The Millennial generation, already 66% of those who buy housing for the first time, and 99% of them, look for property information online.
86% of home buyers indicate that they consume videos to know the area in which they would like to live in or the environment of the home they are interested in.
With these data, it is evident the need to have an active online presence, in which companies perform a digital transformation of commercial equipment, to serve the digital consumer.
If we also think of other types of clients in the real estate sector, such as owners and investors, who have other behavioral patterns, but who also use social networks, especially professional profiles, online commercial activity becomes the most important part.
WHAT IS SOCIAL SELLING?
Social selling emerges as a methodology, compared to old commercial actions, such as the so-called "cold door". The social sale raises a more authentic and personalized approach to sell, especially services.
It is the development of relationships with individual consumers and people who make purchasing decisions in companies, within the sales process.
Relationships are currently starting and developing virtual places, such as social networks, especially LinkedIn, but also on Twitter and Facebook.
From the most recognizable social selling techniques, we can include:
Sellers have a great opportunity to approach their potential customers if they do so with the ability to connect positively with the right audience.
It is a necessary activity since customers have modified our behavior and decision process:
SOCIAL SELLING ACTIONS
Social selling takes advantage of social networks to build trust, foster relationships and ultimately achieve sales goals.
Social selling uses new ways of interacting with people who spend time on social networks and have a problem that they need to solve. That problem can be solved with a solution that your company offers.
The key is to allow people to interact with your brand in the channel they choose, hence the multi-channel and, now, omnichannel sale, since channels are communicated, enriching each other with information.
The phases of social selling are:
prospecting of ideal clients: the basis of any marketing strategy, which involves identifying the people to whom we can give solutions, to whom to direct our offerings, where to find them, to know what they do and what they are interested in,
social branding: you need to have an identity on online channels, which is recognized in each social network in which you are present, with a well-defined profile that allows you to recognize what you do and what problems you solve,
establish trust, through offers and generosity in information, in order to initiate relevant conversations and provide credibility,
devirtualization: not always the sales process starts and ends in the online medium; the usual, more when the service is offered to meet a need of high economic and sentimental value, such as the purchase or sale of a home, is that offline meetings take place. This is what social selling should promote.
THE 4 BASES OF THE SOCIAL SELLING
1. GENERATE TRUST
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