Marketing monzonico
Adaptado de Fastcompany.com
El monzón en Mumbai, India son tres meses de lluvia sin interrumpir. Durante 147 años, los mumbaikars (nativos de Mumbai) se resguardaban de la lluvia con paraguas Stag de la venerada empresa Ebrahim Currim & Sons. Solo existía un modelo que era económico, duradero, y de color negro.
A finales del siglo 20, al Stag le salieron competidores importados de China. Estos eran de peor calidad pero más baratos. Las ventas de Ebrahim Currim & Sons sufrieron un duro varapalo y la supervivencia de la empresa quedó en entredicho.
Pero el Stag no desapareció. Durante un tiempo, bajaron sus precios para competir con los paraguas chinos. Pero entrar en una guerra de precios les hizo bajar la calidad y perder aun más dinero.
Para salir de la crisis Aziz Currim, tataranieto del fundador, decidió mejorar la calidad del Stag e innovar. Decidió ampliar la gama de colores del tradicional Stag negro. Además, ofreció su producto a las grandes empresas de teléfono, automóviles, bebidas alcohólicas, etc., como medio publicitario. Todas estas empresas pagaron gustosamente para poner sus logotipos en los paraguas que todo el mundo vería durante tres meses al año.
Siguiendo con esta tendencia, sacaron una gama de paraguas de diseño. Con esta iniciativa y ayudados por la emergente fiebre consumista, surgió una moda entre adolescentes y jóvenes de llevar paraguas coloridos y diseños vistosos.
La solución a su problema fue simple. El producto era ahora más caro pero existía un mercado para paraguas de diseño.
El mercado inmobiliario actual
Aunque por motivos bastante diferentes, algo similar esta ocurriendo en el mercado inmobiliario español. Con el creciente aumento en el número de agencias inmobiliarias, hay más competencia y al repartir la tarta, toca menos cantidad para cada una.
La solución no pasa por reducir las comisiones ya que se perdería dinero a largo plazo. Siguiendo el ejemplo de Ebrahim Currim & Sons, la clave esta en mejorar la atención al cliente. Ofrecer un trato excepcional y saber diferenciarse de las demás agencias son las llaves hacia el éxito.
Una vez conseguido la plena satisfacción del cliente, cobrar más por el servicio prestado no solo estará justificado, sino que su cliente se lo agradecerá.
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