• The temptation to buy contacts

    Almost all the information is on the Internet, including the contact details of people who are in a process of purchasing that coincides with the services and products that our company offers.

    Listen to the article: Being able to buy a database of contacts in these circumstances, is the opportunity to have immediate contacts for our sales department.

    BUY A DATABASE OR GENERATE IT WITH INBOUND MARKETING ACTIONS

    Surely, in recent months, various companies have offered you the delivery of a contact base, with a segmentation related to your interests, as users interested in buying or selling real estate in your area .

    The origin of these contacts can be considered public, being available on open websites.

    The operation is simple: using robots that track these websites, it is possible to capture data (web scraping).

    In real estate portals such as Idealista or Fotocasa, data on owners who directly advertise their homes on the Internet are published.

    On the other hand, there are applications that collect user demands from faisal hills map , identifying what they want to buy and in which neighborhoods.

    The automated capture of this information and its subsequent treatment, in order to deliver it in an accessible format for real estate companies, seems like a good deal.

    Contact databases, whether personal or business, have always been sold. Its value lies in the segmentation and in the amount of information provided by this data.

    From the portals we can know that the property for sale:

    • directly published by a private individual ,

    • has been announced since a certain date ,

    • the price has been changed ,

    • shows its location and characteristics ,

    The file of ichs town map has been visited a number of times by other users.

    It seems like good information to be able to contact that owner and offer real estate management services.

    The case is that these people (owners), either by automatic data collection actions, or by manual actions, carried out by real estate agents in the area in which the property is located like park view city

    , receive many impacts.

    Impacts of phone calls from agencies interested in taking the catchment or, at least, having that information for their property portfolio.

    The owners are thus besieged, receiving more communications from professionals than from those interested in buying their home.

    It is irresistible to get, at a stroke, tens or even hundreds of data from people we can call. Depending on the quality of the information and the segmentation, the cost per contact may be apparently low (for example, one euro / contact).

    Of course, the kilo of contacts purchased through a database has a lower cost than the contacts generated through a marketing strategy of university town islamabad. But we are talking only about data.

    If we talk about qualification , brand recognition , customer relationship , impacting them at the right moment in their life cycle and using the appropriate message to meet their needs, things change.

    In any case, the purchase of databases is not an option that we should reject.

    ADVANTAGES OF BUYING DATABASES

    • Probability : if by buying contacts, we multiply by 10 or 100 the number of people we can impact, statistically, a percentage will end up moving to a later stage in the company's sales cycle.

    • Variety : data is obtained from people with different profiles, which we may not have considered to be the most appropriate, but which can become more qualified leads.

    • Segmentation : if the database is good, we will have several criteria to filter the contacts, such as their location, age range, sex, socioeconomic level, ...

    • Immediacy : the purchase of an existing database, allows obtaining the data after paying for it.

    • Cost savings : compared to lead capture processes, whose process is longer and requires a greater investment per individual contact.

    THE DISADVANTAGES OF BUYING CONTACTS

    • The segmentation is limited : it is the provider that defines the properties that are collected from the contacts, because the information sources have limitations in terms of obtaining certain data.

    • Brand awareness : The purchased contacts have not left the acquiring company, they do not know it, they do not wait for your call. Possibly they receive any communication as “spam”, as they do not know the reason why companies have not given their express permission to process their data and send them communications.

    • Update : The state of the contact and its situation in the life cycle may not be reliable, since contacts made can be transmitted over a long period of time, and perhaps they have already carried out their purchase and sale process.

    • Duplicates ; Usually there is no exclusive information, so the contacts are usually coincident with those that have been purchased by other companies in the sector and in the area.

    • Data protection : There is uncertainty regarding compliance with data privacy and consumer protection. And it is the company that acquires the database, responsible for a claim from the people contacted.

    • Low conversion : The conversion is low, since very few contacts give their permission to go ahead with the business process.

    • Cost per high lead : The cost of maturation is high, since contacts are treated at a very early stage of their life cycle, you must explain from scratch how the company works, its services, demonstrate that it is a good option, attest to that information with the experience of other clients, ...

    Contacts are the basis of any digital marketing strategy, because, duly treated ( lead nurturing ), they will become qualified contacts (leads), clients and recommenders / referrers.

    In the generation of leads , unlike in the purchase of contacts, the company will obtain the data of the users on a
    voluntary basis, moreover, it will be the users who search for the company and those who expressly request information that responds to their doubts and their willingness to carry out the real estate purchase process , accompanied by professionals.

    GENERATE QUALITY CONTACTS

    Generating valuable content is a good way for users to leave their data in exchange for content.

    The key is to detect what is " valuable content " and for whom. The process always begins by analyzing the ideal client and recognizing what is worrying him, what motivates him to start his search for information, what he needs to know and what prevents him from moving forward.

    This need for information is transformed into content to develop and disseminate , such as:

    • Newsletters or newsletter: another way to get an email is by giving the option to subscribe to your newsletter that provides updated information and data for users.

    • Market reports : studies that reflect the market trend, the current situation of prices and forecasts, from the point of view of the real estate professional, knowledgeable about the area and the properties for sale.

    • Buying and selling guides , to advise the contact that the buying and selling process is not without complications, if it is not carried out in a professional manner.

    • Questions to common questions , about the buying and selling process, that arise recurrently when a buyer or an owner, consult the advisor on how to face the process.

    • Testimonies and success stories that allow contacts to identify situations in which other people have already been immersed and from which they have come out with good experience.

    These actions, among others, are included within the inbound real estate marketing methodology .

    All of them with a common objective, that of adding value to the user throughout their purchasing process to make them a long-term contact (who will be a customer).

    ADVANTAGES OF LEAD GENERATION

    • Security : The company has more security than the data protection law is being respected. In an inbound marketing strategy, the captured users will have accepted the privacy policy of the company in question and have given their consent to explicitly receive their communications.

    • Brand recognition : every contact that follows an inbound process, has already gone through one of the company's own channels, identifies the brand and has already contacted a marketing person, so any new communication by the team of sales at the right time, she will not be surprised, in fact, she will be waiting for you.

    • Personalized segmentation : by being able to establish what information we retrieve from contacts, identifying the key properties that allow us to choose the best candidates (lead scoring).

    • Known sources : the company knows the origin of the leads, where the contacts come from and how they have reached their own channels, looking for what information, revealing their fears and doubts about the process that they are going to start or are already immersed in.

    • Lower cost per lead : when applying automated maturation processes, only those candidates who really want to hire the services of the company, or at least consider the option to do so, will be those who arrive at the commercial department so that the assigned agent calls that person, who is really interested.

    • Unique and private list: the list of contacts generated by our own means is exclusive to the company.

    • Greater conversion : The time spent on marketing will be fully optimized and the percentage of people who hire, in relation to the people who are offered the service, increases.

    The purchase of the contact database is immediate, the time and effort required initially is minimal.

    The methodology Inbound marketing is not immediate action, it is a strategy that develops over a longer time. But the generated contacts are achieved in a constant and increasing way, being contacts that are permeable to a lasting and trustful relationship.

    IF you want to know more about this process of obtaining quality contacts (leads) on a recurring and growing basis over time, become a qualified contact for our company, specialized in Real Estate Inbound Marketing :

     

     


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