Lead Generation & Site Visits - 2 Vital Stages in a Real Estate Sales Transaction Cycle

Most of the stakeholders from the supply side of Indian Real Estate struggle with these 2 Vital steps in the Real Estate Sales Cycle.

It would not be wrong to say that digitisation has changed the scenarios for both these steps drastically in the past 18 month in Indian Realty Segment. From orthodox SMS and Mailer campaigns to more Scientific Targeting methods through Social Media Marketing, Lead Generation has seen a major transition in method, strategy and execution.

The Sales Funnel from Lead Generation to Qualification, Offering Options and Site Visit is the softer part of the cycle where maximum Customer Experience takes place. Insensitive Sales professionals lose the potential closures between this phase of the Real Estate Sales Cycle.

But once this phase is sensitively and successfully taken through, comes the most vital stage which is the Site Visit or the Site Inspection.

Vital for All Stake Holders, The Seller, The Broker and The Buyer.

From Free Pick ups and drops, to tie ups with cab aggregators, to freebies just for visiting the site, are common traits sellers are engaging to entice the buyer to the actual Site of Sale!

This is also because it is at this point that the consumer may get to making the purchase decision. Real Estate in India is still a touch and feel product and it is at this stage of the Sales Cycle that the Home buyer actualy touches and feels the most expensive and the most important purchase of his/her lifetime.

But the stakeholders of Realty Segment should understand that only concentrating on these 2 points of the Real Estate Sales Cycle will seldom result in a successful and satisfactory sale. It is the Product Knowledge and the sensitive transfer of the same to the Home buyer in the interim part of the Sales cycle, which will enhance the Customer Experience and result in successful transition from Lead Generation to Site Visit and closure.

Customer Experience is often Not Felt Necessary in India when it comes to the most expensive product being sold.

When we take a 200 Rupee cab ride, we expect the best of service (Short ETA, Timely Arrival, Good Driving Skills, Soft Spoken Driver etc). But when we sell a home which costs 20 Lac - 2 Crore or more (1,00,000 times the value), our sensitivity towards Customer Experience and After Sales Services needs a Realty Check!