The RBC event center hosted the RBC infraforum, dedicated to the prospects for investment in the Russian construction complex. Deputy head of the sales department of the Donstroy company Vyacheslav Belozerov told the forum participants about new sales tools in real estate.
“Recent years have encouraged us to take a more careful approach in communicating with clients. At the meeting, we talk first of all about the client: how he wants to live, what he wants to change, what doesn’t suit him now where he lives,” Vyacheslav Belozerov spoke about the concept.
After this, an address presentation takes place. This is possible due to the company’s wide range of offers – for example, the presence of sports or educational clusters within walking distance, improvement of local areas or the presence of parks nearby. The tone of communication changes, among other things, due to the manager’s ability to ask questions. With this approach, the proposal itself fades into the background. “It is important to find out what exactly the client needs and offer it to him. Of the 40 minutes of an address presentation, half of the time is devoted to finding out the client’s qualitative needs and his values,” said Vyacheslav Belozerov.
In addition, since the pandemic, Donstroy has gained experience in video meetings. For example, this is relevant for clients from the regions, when it is impossible to show the object live or provide a showroom. “But the target audience we work with is important because young people are more ready to buy online. And older people are more interested in talking, so face-to-face meetings are of great importance when discussing premium and luxury products,” the expert said.
A representative of the Donstroy company said that recent years have brought innovations to advertising concepts: a positive emotional background has begun to predominate in its outdoor advertising. For example, the company recently had an advertisement with the slogan “Everything is built on love.” This month is dominated by advertising of values with which clients identify themselves: for example, “Declare your love on a rooftop in the park” or “Dine with family overlooking the sunset.” The latter applies to apartments that have a beautiful view from the windows, explained Vyacheslav Belozerov. “When the situation with sanctions was acute, we understood the mood of clients who asked us: “Will you even build it?” Will you maintain the materials and quality of what you promise us?” And therefore, one of the important messages in our advertising was the phrases “We will build as promised” and “Everything according to plan,” shared a representative of the Donstroy company.
Managers from the sales department support this concept, enhancing the strength of the brand. This is then taken over by post-sales service and its own management company. Due to this, he said, the company has a repeat purchase rate of 32%.
“We also think a lot about how to establish effective word of mouth. When one client tells two friends about his purchase, and they, trusting him, purchase real estate, and we already get three clients. This can only be achieved if the client is as satisfied as possible with his purchase and the quality of service,” says Vyacheslav Belozerov. Such ambassadors, in addition to their sincere participation, are incentivized, for example, with gifts for recommendations. “Since last year, we have been paying cashback for each referred client. Over the past year, our clients brought us 225 of their friends, who made a purchase worth 7.5 billion rubles,” he shared.
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