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Publication
Plano de ação digital para a geração de leads: aplicação à RE/MAX Progresso
| Name: | Description: | Size: | Format: | |
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| 2.81 MB | Adobe PDF |
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Abstract(s)
A era digital mudou a forma como se realiza negócios, e é importante que os profissionais de marketing acompanhem as necessidades dos seus potenciais clientes, construindo um plano de geração de leads bem estruturado e uma estratégia de relacionamento com o cliente com base em conteúdo adequado e relevante.
Com a elevada concorrência no mercado imobiliário e as quotas de mercado a se dividirem por diversas agências, pode-se considerar este mercado como estando numa fase de saturação. O número de agências e respetivos consultores é cada vez maior e a procura por clientes compradores, vendedores e o próprio recrutamento vem-se tornando nos últimos tempos cada vez mais agressiva. Os métodos de marketing de tradicional para angariação de clientes e recrutamento têm-se relevado insuficientes para este objetivo, na medida em que o elevado custo, a falta de retorno e a dificuldade de medição de performance exigem às agências que se reinventem e apresentem uma nova estratégia complementar, o digital.
A palavra-chave para um plano digital não é revolução, mas sim evolução. Do mesmo modo que a aposta nos canais tradicionais não pode ser suplantada, a aposta na internet também não resolverá todos os problemas se não for bem gerida e aplicada. O significado de estar presente online não é mesmo de ter presença online, e dentro deste espectro existem uma ampla gama de estratégias e ações que podem ser implementadas.
A este plano acresce a responsabilidade de vir a ser aplicado num período conturbado provocado pela pandemia de Covid-19 que trouxe ao de cima as diversas oportunidades de negócio e alcance que os canais digitais oferecem. Deste modo, estará aqui refletido um plano de ação digital para a geração de leads com perspetiva de aplicação futura numa pequena organização empresarial imobiliária.
The digital age has changed the way business is done, and it is important that marketers follow the needs of their potential customers, building a well-structured lead generation plan and a customer relationship strategy based on appropriate content and relevant. With the high competition in the real estate market and market shares divided by several agencies, this market can be considered to be in a saturation phase. The number of agencies and their consultants is increasing and the demand for buyers, sellers and the recruitment itself has become increasingly aggressive in recent times. The traditional marketing methods for attracting clients and recruiting have proved to be insufficient for this purpose, as the high cost, lack of return and the difficulty of measuring performance require agencies to reinvent themselves and present a new complementary strategy, the digital. The keyword for a digital plan is not revolution, but evolution. In the same way that betting on traditional channels cannot be supplanted, betting on the internet will also not solve all problems if it is not well managed and applied. The meaning of being present online is not the same as having an online presence, and within this spectrum there are a wide range of strategies and actions that can be implemented. In addition to this plan, there is a responsibility to be applied in a troubled period caused by the Covid-19 pandemic that brought to light the various business opportunities and reach that digital channels offer. In this way, a digital action plan for generating leads with a view to future application in a small real estate business organization will be reflected here.
The digital age has changed the way business is done, and it is important that marketers follow the needs of their potential customers, building a well-structured lead generation plan and a customer relationship strategy based on appropriate content and relevant. With the high competition in the real estate market and market shares divided by several agencies, this market can be considered to be in a saturation phase. The number of agencies and their consultants is increasing and the demand for buyers, sellers and the recruitment itself has become increasingly aggressive in recent times. The traditional marketing methods for attracting clients and recruiting have proved to be insufficient for this purpose, as the high cost, lack of return and the difficulty of measuring performance require agencies to reinvent themselves and present a new complementary strategy, the digital. The keyword for a digital plan is not revolution, but evolution. In the same way that betting on traditional channels cannot be supplanted, betting on the internet will also not solve all problems if it is not well managed and applied. The meaning of being present online is not the same as having an online presence, and within this spectrum there are a wide range of strategies and actions that can be implemented. In addition to this plan, there is a responsibility to be applied in a troubled period caused by the Covid-19 pandemic that brought to light the various business opportunities and reach that digital channels offer. In this way, a digital action plan for generating leads with a view to future application in a small real estate business organization will be reflected here.