Three steps to optimise your customers’ experience on-site
We know that customers no longer base their loyalty on just price and product, it’s now heavily influenced by the experience they receive. We’ve rounded up our top three steps on how best to optimise your customers’ experience on-site, and in turn, convert sales.
Step 1: Understand your audience
All our processes begin with personas; researched and created by Focus on Media. This exercise aims to truly understand the target market and be led by their habits and preferences in the design and strategy.
To get under the skin of the people living in an area, we research and analyse the social-economic background to decipher who the buyer might be.
Once these personas are defined, we make them the currency of our design, helping us determine what a space should look like for them, what features of the marketing suite will appeal to them, and what is not necessary. Ultimately, we strive to design and build a space that will match (or hopefully exceed) their expectations through this process.
Step 2: Not all spaces call for the same features
For too long we’ve seen a blanket, “one size fits all”, approach to marketing suites and sales spaces. Tradition dictates that we need sales desks, options areas and a site plan or model, with brochures available for customers to read. However, to ensure your customers are getting the most out of their visit, we need to be more granular.
In step 1, we talked about how key persona profiles are the foundation of our work and they’re where we start when we approach designing a sales space. Through our persona research, we can devise what customers expect when entering a sales space, what’s going to put them off, and what will appeal to them.
Examples of this process in action can be seen in two very different spaces. Rochester Riverside for Countryside and Stone Studios for Telford Homes. Each of these developments had very different target audiences, so the spaces not only looked different, but they also had completely contrasting features and layouts.
Rochester Riverside customers were likely to be families, so a space designed for children and larger groups was key, however in Stone Studios, we knew the target demographic would be discouraged by a formal sales set up, so we moved the sales executives’ desk to one side and created an informal discovery area to the front and centre.
This planning is key to optimising a customers’ on-site experience and ensures that you’re not wasting their time or your budget on unnecessary features.
Step 3: Use technology to enhance their experience
Marketing throughout the pandemic has shown us how much technology can benefit both customers and sales teams. Virtual preview events, digital brochures and 360 tours have all helped bring new homes to life without a physical showhome or marketing suite, and using this technology to further optimise your customers’ on-site experience will be crucial in the “next normal”.
Using technology in your sales space can not only give your customers a new way to explore your homes, but it can also make your sales team’s life easier. digisuite was designed to do exactly this. Using our 20+ years’ worth of property marketing experience, we listened to what customers and sales teams alike needed from a sales app and brought it together to create digisuite.
Using an app like digisuite is a great way to give your customers a more engaging buying experience. Plot locators, digital 3D tours and interactive plans all empower your customers with the information they need to explore your development – better still, they can take all this home with them to digest at a time that suits them best, or show other decision-makers. This option is ideal for our internet savvy buyers for whom a simple brochure just won’t appeal to them in the same way.
As mentioned in step 2, there’s no “one size fits all” for marketing suites, and the same goes for on-site technology, which is why digisuite is completely bespoke to each development and each target demographic.
For example, if the majority of your demographic is based overseas, digisuite can be deployed anywhere in the world, just using a URL. If your development offers multiple house types, but only one show home, the 3D tours fill that gap and allow customers the freedom to inspect each house type to find their perfect fit. Technology like this also avoids disappointment with live availability listings, meaning customers know exactly what plots are available at that exact moment at all times. By linking digisuite to your CRM, you can provide a fully connected customer journey for your buyers and even use their preferred plots on digisuite to create a comprehensive touchpoint strategy.
All of these features help create a smoother customer journey and are why technology can optimise your customers’ experience.