Análisis de Metrovacesa: Estrategia y Marketing online
En la reunión con Metrovacesa quedo claro que llevan tiempo apostando por internet como un medio de venta para sus promociones inmobiliarias. Su estrategia de marketing online ha demostrado que saben lo que hacen y son conscientes del enorme potencial que tiene el medio. Se nota que llevan tiempo innovando y la experiencia que han adquirido les ha permitido probar cosas nuevas que le han dado resultados espectaculares. Su última campaña de publicidad que lanzaron en internet en el mes de febrero (apoyada con publicidad en la radio) les permitió vender 82 viviendas en tan solo diez días. Todo un record en plena desaceleración inmobiliaria.
En el 2007 el número de visitas a sus oficinas de clientes interesados en comprar descendió un 50%. Achacaban este dato demoledor a la crisis del sector. Sin embargo se dieron cuenta de un dato muy curioso: en el 2007 el número de solicitudes de información por internet aumento un 50%. La gente no había dejado de comprar casas de repente. La gente había cambiado la forma de comprar casas y de solicitar información.
El secreto de su éxito ha radicado en dejar de utilizar internet como un escaparate publicitario donde el objetivo era informar al cliente con la esperanza de que acabe llamando para concertar una cita en la oficina y pasar a utilizar internet como una herramienta de venta directa.
Con esta información (que vale su peso en oro para todos aquellos que siguen sin enterarse que internet es el camino a seguir), Metrovacesa se ha volcado en potenciar este nuevo medio. Rediseñan su página web de manera constante para incorporar actualizaciones y simplificar la navegación para el usuario. También han creado varias páginas para distintas campañas y promociones: Que casa quieres y Bienvenidos al optimismo.
Tan grande es la apuesta que han hecho por internet que ya han conseguido vender 6 viviendas directamente a través de su web con pago online y su proyección para el futuro es incrementar esta cifra una vez que el DNI electrónico se haya implantado de manera eficaz.
Esto es solo el comienzo para Metrovacesa en internet. Literalmente piensan darle la vuelta a la tortilla y revolucionar el sector. Algo francamente atrevido en el sector inmobiliario -uno de los más conservadores.
Siguiendo en esta línea, también se han dado cuenta de que internet no es solo una herramienta de venta más ya que dispone de una ventaja que otros medios publicitarios no tienen: la posibilidad de interactuar e iniciar conversaciones con tus clientes. Con internet no solo puedes contactar con los compradores de vivienda, también ellos pueden conversar contigo de manera bidireccional y esto en marketing no tiene precio. Esta interacción con tus clientes permite fidelizarlos y ofrecerles un mejor servicio. Al conocerlos mejor, Metrovacesa se puede permitir ofrecer sus viviendas con precios y condiciones personalizadas en base a las necesidades de sus compradores.
Queda claro que aún hay mucho recorrido y espacio para innovar en el sector.
Hola Jean-Paul:
La idea de METROVACESA me ha parecido muy interesante en cuanto a la acción de buzz marketing, pero con el buzz marketing hay que tener mucho tacto como digo en mi blog (http://www.aurumcreativos.com/documentos/marketing-inmobiliario-internet-hacer-ruido-sector-inmobiliario-288.asp)
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