Seeking housing from emotion
César Villasante, author of Inmoblog, a blog about real estate marketing, reveals some of the differential attributes of Monapart in an interview with José Luis Echeverría, one of its founding partners.
INMOBLOG | 26.08.2013 | CÉSAR VILLASANTE
[Search for a home based on emotion. Houses for the nostalgic, the bohemian, the homely and the classic. Extraordinary homes... If you are a monaparter, you surely know what we are talking about, but do you know where they came from? César Villasante [@cesvillas], author of InmoblogMonapart, a blog about real estate marketing and one of our main portals, reveals some of the differential attributes of Monapart in an interview with José Luis Echeverría, one of the founding partners].
Monapart is a company that provides content, products and services in the field of ".extraordinary urban housing". In addition to housing, they share things and places with people on their website. They have perfectly defined their target audience and have adapted their services and product portfolio to this type of customer.
José Luis Echeverría, partner of Monapart, talks to us about how users of his website search for and value the Monapart collection of homes.
C.V.: Both in the search for dwellings and in the details of each one, 2 areas can be distinguished: the rational and the emotionalHow did the idea come about of putting such a personal way of searching on the web, with the "..." model?search from your emotion"?
JL.E: At Monapart we have always been very aware that a way of segmenting the market was for consumption habits o LIFESTYLE. Although our agency's positioning is not one of "luxury, but of taste", it has many faces: contemporary or classic, warm or aseptic, minimalist or ornate.
The emotional search tags ("for nostalgics", "for yuppies", "for design lovers", etc.) aim to respond to a more playful way of searching, more attentive to emotions and to the intangible aspects The most difficult to transmit in the real estate world, thus fleeing from the formula of "housing with charm", so often repeated and generic, that it no longer means anything.
C.V.: For nostalgic, bohemian, homely, classic,... What criteria have been established to determine the personality of each dwelling? What weight does the vote of the users have to determine this/these personality/s?
JL.E: The criteria are the criteria themselves. At the time we tried to parameterise these attributes, but we realised that it wasn't possible. This is a real "curatorship of flats" and therefore, like someone who would curate an art exhibition or a selection of design objects, we rely on our own intuition.
The possibility of public voting always adds a dimension of play and dialogue that helps us to strengthen our value proposition and proximity to the customer.
C.V.: On the website you are extremely careful with the quality of the information of each property, you are committed to quick responses and you propose the participation of users, who respond with their comments. How important is online support in your business? How do you manage online conversations?
JL.E: The online support is our main communication tool and it fulfils the same function, with all due respect, as Zara's shop windows: We are like this; this is what we do; this is our way of seeing the world.
From all our portfolio homes, and other things, people, places and experiences that resonate with the Monapart lifestyle, we generate original content that feeds the website and fortnightly newsletter, social profiles and keeps the dialogue alive with the monaparters community.
Conversations through the social profiles are managed immediately and through a friendly and casual language that is a trademark of the company. There are two members of the team who dedicate part of their efforts to this, although the use of social networks is intensive for the entire Monapart team.
