Fotocasa Real Estate Conference 2017
On Thursday 5 October, the Fotocasa Real Estate Conference 2017 took place in Madrid, a morning of presentations and subsequent debate to try to give clues about future trends in the sector.
The auditorium of the Giner de los Ríos Foundation, in Madrid, was the meeting point of the Fotocasa Real Estate Conference 2017 which brought together more than 200 professionals of the real estate and marketing sectorready to decipher the keys to the real estate market The current and future steps, even with the long shadow of the bubble of a few years ago still lingering in the minds of many buyers.
Presentations by Gonzalo Bernardos (@GonBernardos), professor of economics at the University of Barcelona, and of Isaac Hernandez (@IsaacHernandezV), general manager of Google for Work Spain and Portugal, gave way to a subsequent round table discussion in which the following took part Olga Sala (@olgasala_), our marketing manager, together with David Soler (@dsoler) (eMarketing and eBusiness consultant and Director of the Postgraduate in Digital Marketing at EADA) and Sergio Marcos (@fotocasaacademy) (training director of Fotocasa Academy).
In the debate, moderated by presenter Monica Carrillo (@MonicaCarrillo of Antena 3), Olga tried to put the focus on the importance of the customer and the way we deliver value, as the key to success and a great space of opportunities for the sector. Here is an excerpt from his speeches to help you to understand the most pure Monapart philosophy:
"The most powerful bond you can create with your customers is to sharing values. And often, these are conveyed through worn-out and empty terms such as "exclusivity" "professional treatment" "service excellence"... You yourself, as a potential customer of other companies, how do you feel when you see these prospects where you are always told the same thing through very corporate language? It's not very seductive.
"Storytelling will help you to bring these concepts down to earth and, through a honest and straightforward toneYou will be able to share your vision, explain what led you to dedicate yourself to this and what gets you out of bed every morning... That's how you will achieve connect. Apple did not explain the iPod by sharing its physical characteristics (that's on their website), but by ".imagine carrying all the music in the world in your pocket as you stroll along on a spring afternoon...". Different, isn't it?
"Why maintain the relationship with the customer? Because if your customer is aware of you, he will recommend you. And a satisfied customer is your company's best asset.
"Thanks to digital platforms, we have a multi-channel ecosystem to keep the conversation with our customer aliveHow? through sharing relevant contentsnot to fall into a corporate tone, with sense of humour... It is a common mistake to focus all communication on talking only about the product, because there is no richer subject that gives as much play as that of housing... Users are looking for the best way to communicate about the product.to tangible information in Google, but the heritage of the link with the client still belongs to the brands. Let's not waste it by talking about square metres".
Digital platforms are also an extremely powerful source of information for getting to know our potential customers better. Everything is recorded, and you just have to pay attention to what interests them, not just to get their attention (that's easy) but to keep it. We've gone from us being in control of the conversation to them being in control.
