Real Estate Commercial Strategy 2.0 part III

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In the two previous blogposts, we had referred to Technology and the Human Team as parts of the automated and optimized strategy to carry out a correct real estate 2.0 digital strategy.

Today, we focus on the last point, monetary resources , and we will see how they affect us in each of the steps of our funnel.


At the Demand Generation level
As we can infer at this point, here we add up all the costs of promoting our product, whether passively on social networks like Facebook and Twitter, or for active searches for traffic like Google.

In addition, we must take into account at this stage the costs of generating content, images, photographs, copy, and in general all the design that is needed.

Ideally, we can do an analysis of our metrics (Which we will talk about later) to be able to optimize costs at this level of the funnel.

To give a case study, the cost could be $15,000,000 for the salary of the MKT coordinator, and $30,000 for digital media, an amount that could be considerably reduced by carrying out optimizations such as those found here .

At the end of the blogpost, we have a table where we see all the example costs summarized.

A nivel de Marketing Automation
To achieve a 2.0 real estate digital strategy, it is essential to have [b][url=https://dbtodata.com/telegram-data/]Telegram Number Data[/url][/b] an automated marketing process. This process is defined by taking a setup time, after which all the steps are carried out automatically, so we no longer need to do that work daily.

To carry out these tasks, we require a platform or platforms that carry out the tasks together, since several tasks are needed:

Landing Page Creation
Creation of digital content for Inbound Strategy
Content Automation
Notification Automation
Automation tool that links content, notifications and landings, generating the complete process
Data measurement of each of the parts
Intelligent prospect profiling
As expected, each of these services has a cost and setup time, which we have to take into account on a monthly basis, also including the salaries of the people who carry out the entire setup of the process.

For this reason, we recommend a platform that does everything automatically, like Perfilan. If you want to know how we can generate Marketing Automation in less than two hours for your development, request a demo with one of our advisors.

The costs at this stage would be $3,990 from the MKTA platform, $7,000 from the prospector's base salary, and up to $10,667 in monthly bonuses.

At the CRM level
A CRM, as we already analyzed in detail in the blogpost Why is it important to have a CRM? , is a critical tool if we want to carry out a light and accelerated real estate sales process, since it quickly and easily provides us with all the necessary information to provide the correct follow-up to our prospects.

Although the use of a CRM can increase your ROI up to 770% annually according to studies, in some cases, its monthly income amounts to a considerable amount, as well as the salary of the person who carries out its setup, since It is a long and laborious process, and if it is not done with great care and a correct structure, it may not yield the expected results.

We can expect a disbursement of $1,440 per month for the CRM platform, plus $62,000 in commission equivalent to 1% of the closer.

At the Customer Support level
Finally, we must remember that the process does not end with the sale, but we must always provide post-sales support to our clients. To do this we require a platform that allows us to carry it properly.

These platforms facilitate the client's communication with us, and our tasks are to provide them with the information or service they require. There are a large number of support services, and although they are not too expensive in their monthly rents, we need people to be on the lookout for support tickets all the time, so the costs can rise considerably.

The platform and salary of the support person can rise to around $8,000 per month.

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Optimize resources
All of these elements represent a high monthly income, either due to the platforms and services, or due to the salaries of the people required to make the setup and manage them on a monthly basis. So, how can we optimize monetary resources?

First and foremost, we need to remember that digital MKT metrics (such as CTR, LTR, PTR, VTR and ETR among others) can be improved through continuous analysis and testing processes, as you can find here .

On the other hand, there are countless tools and services for each of the steps of the process, so we need to carefully choose the one that suits our needs, always taking care of the available budget.

Case study

In this table we can see all the costs of an entire process from start to finish. From Demand Generation, with digital media and the salary of the MKT coordinator, to ending with the CRM and the salary of the after-sales person, we can appreciate the flow of monthly resources.

On the other hand, we appreciate the commercial indicators generated by this example case, which in the end generated a CAC (Customer Acquisition Cost) of 2.23% which is a fairly good rate by industry standards in Mexico.