How Real Estate can Learn from Sport to Improve Customer Experience

How learning from sport can help the real estate industry find simple solutions to make a customer’s path to purchase effortless.

Introducing tablets to collect prospect data at OFIs was a crazy innovation.

We take them for granted now, but if you’ve been in the game for a while, you were probably pretty impressed the first time you used a tablet to collect prospect details.

And this is just the beginning.

Agents can look to the world of sport to see how the future of technology will improve customer experiences to make the life of your customers effortless and improve your sales.

Get Rid of Typing with NFC Chips

Some agents report that a tablet at an OFI can double the number of leads they go home with.

Those leads are often better quality. An added bonus is that contact details are added directly to your CRM, so you waste less time typing out all your contact details manually or trying to translate messy handwriting!`

By taking handwritten contact details out of the equation, you save yourself and your contacts a lot of time. Considering this, the next step is to remove typing details altogether.

Look at how Nike harnessed the potential of wearable technology with their NikeConnect jerseys.

The jerseys are the future of sports apparel, containing the NFC chips that allow some smartphones to tap and pay. This kind of jersey can do things like verify the authenticity of merch, or even replace half-time SMS competitions.

Instead of copying down a number into their phone, then texting that number to try and win a competition, sports fans in the future will be able to just tap their phone to their jersey to enter a comp.

In real estate, smarter apps that use NFC technology could make it so that neither you, nor your OFI attendees need to spend time manually entering details into a tablet. You will be able to capture contact data in the blink of an eye.

This will make it easy to follow up and nurture leads.

Use Beacons to Catch Leads and Map Customer Behaviour

The NFL in the US is a big fan of beacon technology and has been using beacons to pinpoint fans in a stadium. The beacons allow stadiums to improve the customer experience and provide patrons with personalised deals and even make it possible to share which bathroom has the shortest line.

This targeting feature makes beacons one of the most exciting technologies for real estate agents and is already starting to change the way agents capture and nurture prospects.

The benefits are twofold.

An agent can attach a beacon to the front of any house on the market. That beacon transmits a signal to people who pass through the area, giving them info about upcoming OFIs. Think of this like a for-sale sign that ends up right in a prospect’s pocket!

The second benefit happens when people come to the OFI.

Beacons are increasingly accurate. When a beacon connects with a prospective buyer’s phone, they can pinpoint its exact location. This means that in the future, agents will be able to get a map of everywhere a prospective buyer has been during an OFI.

This will give every agent a bird’s eye view of their OFI. You will capture key insights into what aspects of a property you should feature in your listing ads.

This technology is already here and starting to take real estate by storm.

Create Videos Customised to Individual Contacts

When our friends at Visual Domain teamed up with the Melbourne Victory football team, they were given the task of creating personalised videos that address the experiences of Victory’s high-value members. Creating thousands of personalised videos might sound like an impossible task, so it’s a good thing this is Visual Domain’s specialty.

A company like Visual Domain can capitalise on your CRM and use that data. A video that’s made this way can contain a contact’s name as well as cater to a viewer’s personal experience and serve them only video clips that are relevant to them.

In this Melbourne Victory membership campaign, the Visual Domain team used data on which game members attended. When the member receives their video, they only see clips with highlights from the games they saw.

Using this kind of marketing harnesses powerful emotional memories for an effective call to action.

At the moment, this kind of video is taking off, as more and more brands are starting to see the value in highly personalised content. In real estate we see videos that contain the specific houses that contacts have shown interest in, allowing brands to effortlessly address specific contact needs.

Finding Inspiration for the Future

Sometimes, it helps us to look to other industries to see where technology will be heading next.

By looking at other industries, we can start to see how our own industry will change and get excited about the improved customer experience of the future.

 

Like What You See?

Want to find out how ActivePipe can help improve the experience your customers have with you? Chat to us today, and don’t forget to follow us on Facebook and LinkedIn for the latest in industry news and expertise.

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Nick Jeffrey
Nick Jeffrey
Nick is an accomplished Advertising and Marketing leader, with close to 10 years experience managing integrated campaigns for some of Australia and New Zealand’s largest companies. A numbers guy, Nick believes data-insight is the key to implementing marketing strategies that service customers, build relationships and drive sales.

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