So much talk of the boxing day bounce which has been seen for years across the housing market, but we are not in the same market people’s lives have changed, buying behaviours have changed. When you look back over the years there would be people would have to save for things they wanted, it was easy to purchase Christmas presents for your loved ones, but this is not the reality now – if you want something you buy it – if you want to move house you move house, no matter what time of year. Yes, there are spikes in website traffic over certain periods throughout the year, there also isa lot of wastage from this engagement, people browsing or just having a nosey! But are people going to dash to the internet on Boxing Day to find their next home, probably not.
Looking from the outside in the majority of house builders have the same strategy – portal listings – PPC – GDN/Programmatic – meta campaigns. The aim to drive quality leads from their brand exposure and for this activity to convert to the ultimate goal sales.
By analysing data and speaking to house builders across the UK (SMEs through to national) building their own brand and converting directly on their own websites is key, yet from all the traffic arriving on the sites the call to actions only convert 1 – 1.5% – low in comparison to the visits achieved. You can argue that the lack of government support and schemes has had a significant impact on the market however, people are still engaging and seeing what you have to offer the question is how to do you leverage your visitors and collect valuable information to allow you to nurture your visitors?
The answer is simple you have a long-term plan which captures your potentials buyer’s key information which allows you to nurture the home buyer from the beginning. With the lead the sale cycle taking on average 220 days nurturing prospects plays a big part of the sales cycle. You run campaigns that engage with the people who are interested in your brand – targeted, planned campaigns that hit the right target audience and meet the profile of your development.
How do you achieve this?
Through Prospect Generators Digital Estimators, our Estimators have a proven record of doubling the conversions from your own website.
Why?
Times have changed, behaviours have changes, people want an understanding of their affordability before taking the next steps, they want to know what property they can potentially afford, and they want control over the process.
Benefits to the sales team?
They have all the key information required from the start of the journey
Name – Phones number – Email address. All verified.
Budget – Deposit amount – Earnings. Affordability.
Development interested in – Property interested in.
Making the follow up seamless.
So, is the Boxing Day bounce still relevant? Maybe. But what is coming more and more apparent is that by capturing key information from people already engaging directly with your brand results in higher quality leads and sales conversions.
The point is a long-term proven strategy will deliver and be more effective!
