By Indhira Desangles
I've heard a lot about the "accelerated" cybernetic and digital transformation and revolution for over two years now. However, reflecting on the term, I've come to the conclusion that we're talking more about Digital Acceleration and the real estate industry, and obviously, the corporate sector is not immune to it.
All stages during a business property transaction have a significant digital component, from promotion, offer (and counter-offer), transaction, documentation, and the actual operation.
And it's legitimate to ask, how do you enter this digital ecosystem and come out on top? Well, the first thing I recommend is to set a destination where you want to direct your business strategy. This will serve as a plan for making well-considered decisions and, moreover, keep you aligned with the reason for your business purpose.
The second thing is to ask yourself a couple of questions that will make you reflect on the route to take:
How innovative are you willing to be in a world where traditional marketing is still the norm?
A: My recommendation is that you don't choose either one, as both are communication channels that should coexist. Think of it this way: as a customer, do you still see billboards, signs, and posters that catch your eye? Now, when you check your information. See? Both are important! You just have to use your financial resources wisely, because digital strategy is definitely much more affordable.
What digital locations would you like to occupy to build an online brand?
A: It will all depend on where your target audience is. For example, if you're in the corporate real estate sector, it's definitely important to be on social media, like LinkedIn for example, and especially on Google.
What type and frequency of content will you be able to produce to fill those gaps?
A: This depends on how creative and proactive your team is in generating valuable, offer-based content. It's important to dedicate time at least once a week to planning the content you'll be working on: blog posts, articles, videos, artwork, trends, reels, etc. The key is to answer the questions your main prospects and clients typically ask.
What is the projected number of qualified leads you need to consider yourself successful?
My recommendation is that you project your conversion rate, that is, the proportion of leads versus closed deals, and that would be the percentage. Once you have it, project how many leads you need to acquire to close the number of clients you dream of and be able to say: I've done it!
Which teams of people, suppliers, and digital marketing specialists would you work with?
A: I recommend that in addition to surrounding yourself with content generation experts, you also undergo high-level training so that you can understand and interpret digital indicators and know the correct use being made of investment and segmentation strategies.
Finally, I'd like to share my thoughts on this whole corporate marketing issue, and that is: don't be afraid of real estate 2.0 or of innovation. Positioning yourself as a company that sells real estate and effectively solves your clients' needs, based on seamlessly monitoring their demands, will be possible if you apply the parts of the strategic model that best suit you and your style.
The author is:
Specialist in commercial and corporate real estate. Acropolis Corporate Center, Spatium, 8th Floor, Piantini, Santo Domingo, Dominican Republic, 10127.
+1 (809) 669 3063
Desangles.Properties
