Definition of Real Estate Inbound Marketing
We have already said that Inbound Marketing emerged to bridge the gap between people's buying desires and attempts by companies to try to sell them. «HubSpot was founded in 2006 as a result of a simple observation: people had changed their way of living, working, buying and consuming, but companies were not adapting to these changes. "(1)
Note that your" new " "(2) orientation of the Mk is only a response to a little or poorly observed anomaly in the market, by the rest of the actors. " The world has changed considerably: people no longer live, work, buy or consume in the same way they did a decade or two ago. However, companies still intend to market and sell as they did in 1999 . "(3)
That's what it is: if my target customer has changed, I, as a seller, should not to continue trying to sell him as he did before, when the client was different. This is not distinctive of the inbound Marketing but of any process that wants to survive in the market.
But that is the global philosophy, the definition (4) will help us to specify it.
Inbound marketing is a philosophy and a methodology that some companies use to relate digitally with their potential clients, so that the initiative in the contact is left in the hands of the potential client, avoiding any intrusion of the company in the field of those.
This is intended to:
1 Prevent any sudden or soft interruption of the potential client's privacy.
2 After a first contact , ask for their permission, at a given time, to follow the contact.
3 Deal with him, even if he is far from being an effective client.
4 Treat the potential client as someone that matures. And that, therefore, goes through different stages of desire about what we sell.
5 Looking for long-term relationships, first, for the time of maturity that the potential client needs to become a buyer and Second, because we will keep the relationship with him, even after he has bought us.But it would be a mistake not to use their findings, concepts and tools just for that fact.
So although the digital sale of real estate is scarce, it is not the visualization of those properties or the search for specialized information. about real estate. And more and more we hear phrases like: x% of buyers searched first in different websites before approaching the real estate agency. THEREFORE, THAT'S WHAT WE WILL HAVE TO RESOLVE: How to use the benefits of the generic Inbound Mk for our personal real estate sales task.
We will continue talking about it but before leaving it, see the trajectory here.
We will analyze the differences of what we do in Real Estate with the new orientation of Inbound Mk, and in the similarities and differences we will surely find material to improve our sales.
I leave you, stay healthy ! ... And do not forget to come back.
Miguel Villarroya Martín, June 9, 2016/Madrid. Spain/InB.002/ventasgrandes.net
(1) Brian Halligan and Dharmesh Shah , from HubSpot
(2) Almost no marketing idea is entirely new and Inbound Marketing, either. In Direct Marketing we read that although the launchers of this new version are the ones we have indicated: « ... the foundations of this idea go back to the decades of the 50s and 60s. Peter F. Drucker said that " marketing aims to know and understand the consumer so well that the product fits perfectly to their needs ", an idea that would later recover Seth Godin and synthesize in the concept of permission marketing , which is to put aside aggressiveness and intrusion while focusing on getting permission from consumers before continuing with the sales process. Relationship marketing also has much to do with the formulation of inbound marketing. This marketing technique, which became popular in the 90s and which had Regis McKenna as its great exponent, has as its maxim that organizations focus on satisfying and retaining their clients to create lasting relationships over time. the arrival of the technological revolution, at the end of the 20th century and the beginning of the 21st, all these theories would acquire a new dimension and, when applied in the digital world, would give rise to inbound marketing . »
(3) Read the interesting exhibition of your: Our history. HubSpot.
(4) There are many definitions. This is what we estimate as useful for our real estate sector.