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| Real Estate Case Study |
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| "Why aren't more of my prospects turning into sales?" "Why aren't my ads working better?" |
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| Situation |
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In a booming real estate market, a regional real estate company that was #3 in the marketplace was concerned that its advertising wasn't producing the results it expected. In addition, the company's prospects weren't turning into sales, as they were turning to other real estate companies. |
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| Action |
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MR&C conducted inexpensive and fast quantitative research among prospects and clients of the real estate firm and learned that the newspaper ads were working almost too well. But because of the way the incoming calls were being handled by the real estate offices, many calls went unanswered or answered too late. Messages were delivered too late, or lost altogether. Therefore, some listings did not get the expected traffic or response. In many cases, once the prospects were re-contacted, they had found another realtor or another home. It had nothing to do with the advertising not working, it was all about customer service.
The real estate company instituted a different customer service and telephone program and added staff to handle the calls, and MRC developed advertising messages that touted enhanced customer care and service, and new high-technology tools that enhanced the customer relationship. |
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| Result |
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Awareness for the firm increased, as did the image that it was at the forefront of technology that enabled agents to better deal one-on-one with the customers. Sales increased significantly and the company went on to dominate the market in home sales. |
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