Segmenting Customer Follow Up Efforts for Marketing Success

Let's say you are the developer for a presale condo high rise out in Burnaby. Would it make sense for you to send the same email to your investors and to your first time home buyers? 

These two groups are purchasing for different reasons, namely one is to see a return and the other is to have a roof over their heads before they upsize to the next home as their move on to the next phase in life (addition of new family members etc.). 

How can you use this information, which is supposedly gathered when interested buyers register on your website, to plan for long term marketing efforts? 

For Investors

Past the basic project announcement to state the product you are offering, ie. "1-3 bedroom homes in the heart of Vancouver", you need to split out your investor segment and target them with relevant emails. Investors are likely to look at one-bedroom homes they can purchase and rent out to young professionals for passive rental income, or to sell upon completion of the project. So what would be interesting emailer topics for this group? 

1. Feature floor plans for 1 bedroom homes

2. Market appreciation statistics for the surrounding area and planned city developments for the next 3 years (leading up to the project's completion date) that will bump up the value of their property.

For First Time Home Buyers

We would also do a cross-section of the marital status data to see which of the first time home buyers are single or married. If they are single at the time they purchase their property, you can reach out to this group for upcoming projects with messaging tailored for upsizers. Your featured floor plans in the emailers would be 2 bedrooms and up. This would be relevant to the majority of this target audience segment, translating into more quality leads for your sales team to convert into sales. 

Currently, it seems the real estate market follows a retail business model where they view their online communications as a hook to bring people into the sales centre. However, with the amount of online white noise right now and over 20 projects in the market offering pretty much the same thing, how do you provide value-add outreach with your online communication efforts? Segmenting your interested buyers and tailoring the marketing message to them will help them make the next step to get in touch. 

Looking for help to create a tailored and segmented campaign to drive prospects to take action? Send us a message using our contact form to see how we can help promote your brand!