A balance between building strong customer relationships and the use of technology is vital to the housebuilding industry, according to residential marketing specialists Aylesworth Fleming.
In a call for a fresh approach, the marketing agency reports that an increase in digital technology has seen a shift away from traditional relationship-building with customers, to a more process-driven approach, which is typically counting leads and responses.
A recent mystery shopper survey conducted by the marketing agency found that 91% of sales teams that were contacted anonymously forgot to ask any kind of lifestyle questions, with 37% failing to even ask for the caller’s name.
Rachel Asquith, Business Director at Aylesworth Fleming commented, “We are dealing with a more informed consumer than ever before, and whether house buyers have a budget of £100,000 or £1m, it is important to remember that people expect the same treatment and would rather do business with someone they trust.
“With technology enabling better customer experiences, if we are to see any change, it’s this that needs to flow through the full customer journey, and sales and marketing strategies must align at all points with a customer-centric view.”
Author: Rachel Asquith – Business Director at Aylesworth Fleming.