July 26, 2022

Marketing + construction companies = guaranteed success

Have you ever thought about powerful marketing can be in real estate development and construction? It is precisely this fabulous duo that triggers the effective and successful realization of a purchase decision.

Marketing is a tool known to be involved in market research, the development of sales strategies, and the analysis of metrics. Whatever the organizational typology, it is essential to resort to actions that allow building the profile of the buyer persona (the ideal customer model that a company has), making a list of objectives, outlining the path to follow, and observing the results (positive or negative), is elementary.

In an arid terrain as the construction industry may seem, the application of tools belonging to marketing, in its range of options such as B2B -business to business- or also known as B2C -business to consumer-, stand as bulwarks against unrealized sales, unreached potential customers and unfulfilled budgets.

If we are talking about a construction company whose stakeholders -strategic customers- are other companies, we are talking about the B2B sales process. In this case, it is of utmost importance to understand where the opportunity and complexity of this marketing technique lie.

Marketing B2B implementation

As we already know, when engaging in a dialogue with a large organization, we are not only faced with a large group of people involved in decision-making but also with a much colder and more strategic attitude when it comes to saying yes at the time of purchase.

For this reason, there are at least five stages that must be during the implementation of B2B:

  • Definition of the Ideal Customer Profile (ICP): making an ideal customer profile of a company based on previous market research so that the company knows who it is targeting and why. All kinds of details are analyzed here, such as the size of the company, its revenues, its location, its data, and more.
  • Develop a content marketing plan: this is about the creation of content that may be of great interest to customers. The mission here is to inform and establish oneself as a reference in conversations on some topics.
  • Lead selection and weighting: having a pre-sales team, also known as a Sales Development Representative, to facilitate and organize the lists of contacts ready for purchase.
  • Diagnosis and proposal: the salesperson already has all the necessary information to determine the best solution that establishes a value proposition adapted to the Lead's needs. Negotiation power and reasonable time to make the final decision also play a role here.
  • After-sales: at this stage, customer services become essential to further strengthen the relationship with the customer, to ensure contract renewal, and even to awaken possible recommendations to potential customers.

What is B2C in marketing?

If we take an imaginary picture of a person choosing a product from the shelf or choosing which smartphone model and color to purchase from a buying and selling site, we are talking about the B2C process.

In contrast to B2B, where sales strategies start with a company and end with a final consumer, we are dealing with B2C.
Another particularity of this typology is the motivation that triggers the consumer's decision-making. If the B2B world were purely and exclusively rational, in B2C, the mobilizing reason would be emotional. In other words, the emotional perception depends solely on how well the company connects with people's most sensitive side.

Within the company-consumer universe, sales are of lower value and much more impulsive due to the psychological factor involved in goods and services that are in free supply and demand. In this sense, the person discards the selection by specific characteristics of the product but prefers to choose and buy something that involves an added value in terms of the heart: something that reminds him of good times, something that activates his positive emotions, or something that allows him to experience much more than a mere object of consumption. For this reason, in B2C marketing, communications are built on the values of subjectivity, emotion, and creativity.

Unlike B2B, this type of sales has a distinctive feature: it is on the sentimental experience of customers, so it can often happen that the analysis of marketing strategies in these cases is hard to carry out because hearts are still immune to metric X-rays. However, tools can help us to be closer to expectations. Some of them are:

  • Conversion ratio: it is a metric to know the traffic of visitors converted to customers through the company's website.
  • Creation of the Buyer Persona: to know the customer's journey, the best option is to know him in detail. From their tastes and preferences to their behavior when consuming a product or service or even to determine their favorite type of music or book.
  • The connection between your company's brand and stakeholders: you can measure it through interactions between customers and the company's communication channels. The number of views, shares, and likes on corporate websites, social networks, or blogs.
Javier Stagnetto
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